Instructor:Dr.

Shashi Shekhar Mishra

Dettol No Touch Hand Wash

By:-

Group-9
11228 11578 11821 11525

Chougule Aditya Rajesh kumar Meena Vivek Kumar Prashant kumar

Index:
Executive summary Situation analysis o Market Summary Market Demographics Market Needs Markets Trends Market Growth o SWOT Analysis o Competitive Analysis o Product Offerings o Key to success o Critical Issues Marketing Strategies o Mission o Marketing Objectives o Financial Objectives o Target Markets o Positioning o Strategies o Marketing Program o Marketing Research Financials o Break-Even Analysis o Sales Forecast o Expense Forecast Controls o Implementation o Marketing Organization o Contingency Plan

List of Tables:

List of Figures:

Executive Summary
Reckitt Benckiser Founded in 1823, with a vision of world where people are healthier and live better. Keeping in mind the health and hygiene of the customers and to give them better solutions in household cleaning and personal care, Reckitt Benckiser has identified an opportunity to extend its Dettol brand into the personal care category by offering a no-touch handwash dispenser for kitchen and bathroom use. No touch Handwash is a Unique and Innovative Product breakthrough in Hand Hygiene. The No-Touch dispenser automatically senses your hands and dispenses a sufficient amount of liquid soap to give you a great handwash experience. Thus, saving you from excessive use of handwash as well as protecting you from you from touching the pump which contains a lot of germs. It gives you 10 times better protection against germs, proving to be the ultimate solution for healthy hands.

SWOT Analysis
Strength:
Strong and Trust-worthy brand name. Brand comes from a reputable (old) company. Customer Loyalty. High quality at affordable price. Increasing popularity of Dettol soap as a germ killer and hygienic soap. Have products like antiseptic liquid, soaps, sanitizers, body wash etc.

Weakness:
Limited penetration in rural markets. A stagnant market share due to Competition from other similar products means. Growth of Market share limited due to extremely competitive segment. Primary research cost will be high because of the technology involve in no touch Handwash.

Opportunities:
Liquid Hand Wash is a niche market segment with a great growth potential. Increased education about hygiene among consumers. Use the powerful brand equity of Dettol to make its product an everyday use proposition. Tie-ups with schools, hospitals, hotel chains etc. Better penetration in rural markets and emerging economies.

Threats:
High price of No touch liquid Handwash. Competitors can come up with a similar low cost product or different variants. Massive competition from other competitors like Lifebuoy, Savlon, Fem etc. Competitors can come up with different variants. Alternatives available to the consumers.

Product Offerings:
Dettol No-Touch Hand Wash System consists of a Battery Operated Gadget. It can be refilled. There are sensors which detect the hand movement and automatically dispense just the right amount of soap.

 Dettol No-Touch Hand Wash system protects against a wide range of germs. Thus helping you to maintain a healthier and happier home environment for your family. It is enriched with moisturizing ingredients that leaves your hands feeling refreshed and soft. It kills 99.9% of bacteria and removes viruses. Easy to use for children and easy to use during any kind of activity that generates mucky hands.

Competitive Analysis
Existing liquid handwash products were dominated by products in pump dispensers. Products range from hygiene/sanitation to cosmetics and personal care. Introducing the liquid hand wash introduced a new market for the Dettol which covers almost 70% and more of the whole market of Dettol.

Fig 1 : Market Share by Handwash, Soap and Sanitizer, 2007

9% 23 %
Liquid Handwash Sanitizer

68 %

Handsoap

Compared to its competitors, Dettol is the market leader in the market with 51% market share in Liquid hand wash. Next comes the Lifebuoy with a share of around 20% and then there are others like Savlon, Fem, Palmolive etc. The No touch Liquid soap targets at the customer who currently uses Liquid Handwash and are more concious about their health and hygiene and want a ulitimate protection for themselves and their families.

Fig 2 : Market shares of leading brands Liquid Hand wash Market, 2007
1%

7%
17 % 51 %
Dettol Lifebouy Fem Savlon Palmolive

20 %

Since, No touch handwash is a new and advanced technology, there is no such competition in terms of technology. But in terms of its benefits it provides to the customers, it has competition with Liquid Hand washes which are prevalent in the society. It aims to compete with the market of liquid hand washes of Lifebuoy, Fem, and Savlon etc.

Marketing Strategies
Mission
Reckitt Benckiser is about passionately delivering better solutions in household cleaning, health & personal care to customers and consumers, wherever they needed and they are. Dettols Mission for Health aims to help families in all over the world to stay healthy and avoid diseases, illness and germs. The No Touch solution is a innovative breakthrough in the the category of Hand wash liquid soaps.Its value proposition is to provide a healthy handwash experience with a 10 times better protection against germs, proving it to be the ultimate solution for healthy hands. Dettol No-Touch makes it easier and safer for consumers to promote healthy lifestyle within your family. It aims at to increase the global market share of Liquid soaps and capture those consumers who are highly health and hygiene conscious to establish a niche market.

Marketing Objectives
Maintain a positive, strong growth of the brand name and its value propositions. Achieve a steady increase in market penetration. Increase the penetration

Financial Objectives

 Touch solution is a innovative breakthrough in the the category of Hand wash liquid soaps.Its value proposition is to provid