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Project on Dettol Soap Reckitt and
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ACKNOWLEDGEMENTS
　
　
Countless thanks to ALLAH Almighty for
giving us such extraordinary abilities and
making us privileged enough to take part in
such activities.
　
I would like to thank my teacher Mr. Jawad
saleem for his cooperation and help. He fully
supported throughout the class. We express our
heartiest gratitude to him. His cooperation made
this project a lot much easier.
　
We would also like to express our heartiest
gratitude to
Mr. Faisal razi, BRAND MANAGER (Reckitt
Benckiser), who provided us with all the
relevant information we required.
　
We would also like to thank our seniors, who
have been very cooperative and were ready to
help us at anytime. They are a great source of
guidance for us.
　
Loads of thanks to our parents, who were and
are very supportive and cooperative at all times.
　
　
　
　
　
TABLE OF CONTENTS
ACKNOWLEDGEMENT……………………
………………………………………….. 2
EXECUTIVE SUMMARY……………………
……………………………………………3
INTRODUCTION
Vision…………………………………………
…………………………………………. 5
Values…………………………………………
…………………………………………5
Corporate and social responsibility……………
…………………………………..6
Strategies and objectives………………………
……………………………………6
Dettol Portfolio.………………………………
…………………………………………7
MARKETING STRATEGY
Situational analysis……………………………
………………………………………9
Marketing analysis………..……………………
……………………………………10
Target market……………….…………………
…………………………………….10
Market demographics…………………………
…………………………………..11
Market needs…………………………………
……………………………………..11
Market trends…………………………………
………………………………………11
Market growth………………..………………
………………………………………12
S.W.O.T analysis……..………………………
………………………………………..12
Competition analysis …………………………
…………………………………….13
Opportunity analysis…………………..………
…………………………………….14
Product offering………………………………
………………………………………14
Positioning strategy……..……………………
………………………………………15
MARKETING MIX STRATEGY
Pricing strategy……………….………………
……………………………………...16
Distribution strategy ….………………………
……………………………………. 17
Product strategy …………..……………………
………………………………….. 18
Advertising and promotion strategy …..………
………………………………..19
INTRODUCTION
The MISSION STATEMENT defines both the
purpose and values as a company. Values are a
set of guiding principles through which they
think, behave and conduct their business.
VISION
‘Reckitt Benckiser is about passionately
delivering better solutions in household
cleaning and health & personal care to
customers and consumers, wherever they may
be, for the ultimate purpose of creating
shareholder value.’
This vision defines both our purpose and our
values as a Company and encompasses our
commitment to product quality and safety,
customer service, innovation, global reach and
corporate social responsibility.
VALUES
Our core values are a set of guiding principles
through which we think, behave and conduct
our business in order to deliver on our vision;
they are
ACHIEVEMENT
Aim high and then deliver
TEAMWORK
Individuals play the game, but teams win the
championship
ENTREPRENEURSHIP
The dreamer explores the idea; the entrepreneur
goes ahead and makes it happen.
COMMITMENT
A passionate personal determination to deliver
　
CORPORATE SOCIAL RESPONSIBILITY
AND SUSTAINABILITY
　
Reckitt Benckiser views corporate social
responsibility (CSR) and sustainability as one
and the same, and is committed to moving its
business towards greater sustainability across
the economic, social and environmental
dimensions of its activities. We believe that a
more sustainable business will not only better
fulfil our responsibilities to society but also
contribute to delivering our vision of better
consumer solutions and greater long-term
shareholder value. Reckitt Benckiser has in
place a Corporate Responsibility Framework
comprising of our Code of
Business Conduct and specific policies, control
arrangements and reporting. This framework
governs how we act in conducting the
Company’s business.
　
STRATEGIES AND OBJECTIVES
Reckitt Benckiser's objective is to generate
above industry average profitable growth by:
• Focusing on building the power brands in high
growth categories
• Geographic expansion of the portfolio
• Continuous innovation
• Higher investment in brand building
• Margin expansion and cash conversion to fund
reinvestment in core brands and to grow returns
to shareholders.
• Selective add-on acquisitions
　
　
　
　
　
　
　
DETTOL PORT FOLIO
DETTOL SOAPS
　
　
　
　
　
　
　
　
　
　
　
　
　
　
DETTOL LIQUID
• For Bruises & Cuts
• Insect bites
• Washing of clothes
• Mopping of floors
• Shaving
• Bathing
• Cleansing of skin
　
　
DETTOL HANDWASH
　
　
　
DETTOL PRICKLY POWDER
Available in two sizes 75gm and 200 gm
　
DETTOL MPC
A new product Dettol Multipurpose cleaner
recently launched and added in the Dettol
family. Available in two variants floral and
citrus.
　
　
　
　
　
　
　
　
　
MARKETING STRATEGY
SITUATIONAL ANALYSIS
Soap is a major consumerable item and there is
a huge demand and potential in this market
particularly the anti – bacterial segment. The
anti bacterial market segment has grown year
on year by more than 7 % percent due to
increased consumer awareness and education on
the benefits of anti-bacterial soaps. As a result,
the pie is growing bigger every year.
Some uncontrollable situational factors that are
faced by the Reckitt Benckiser Pakistan and
Dettol soap are as follows,
 Demand: Although the demand for Reckitt
Benckiser products is very high but when we
talk about the demand of the Dettol soap the
demand is growing in the antibacterial category.
The market share of Dettol soap is more than 10
% in Pakistan out of the Rs 11 billion soap
market.
 Competition: There was no direct competitor
of Dettol soap at the time of launching but
today; two brands are directly competing
Dettol. Safeguard (P & G) and lifebuoy
(Unilever) are direct competitors
 Legal/political: these are the uncertainties that
are extremely variable in the political
conditions of Pakistan. Constant political
instability does affect the company in terms of
building new relations with new governments
all the time.
 Social and Cultural factors: the company has
to be very careful in the implementation of its
promotional campaigns, since the social cultural
environment of Pakistan is very conservative
and any suggestive advertisements usually face
a lot of negative reactions on the part of the
consumer.
 Other factors: like the government regulations
and technological advancements have had no
significant effect on the product and the
company.
　
　
　
　
　
　
　
　
MARKETING ANALYSIS
In the mind of the consumer, anti-bacterial soap
should have the following:
A product whose core function is to clean skin,
making it softer and smoother, while leaving a
feeling of freshness behind. Good perfume and
foam combine to deliver this freshness
experience.
The key functional benefit is that it removes
dirt, oiliness and other impurities from skin.
Germs are not top-of-mind for the average
consumer, but are a function of Dirt and
disease. Research led us to know that
consumers are largely unaware of the diverse
nature of ‘jaraseem’. They just know that
Germs (jaraseem) are the bad guys. They don’t
know that there are different types of germs.
Different antibacterial competitors are trying to
own a higher ground by building on already
present germ-kill equity. Like Dettol has given
it’s slogan of “Dettol protects against a wide
range of unseen germs, including bacteria and
viruses”
While safeguard is focusing on ‘Din Raat
Lagataar Tahaffuz’ which is more powerful in
the mind of the consumer.
Lifebuoy is following the “germ buster’s”
strategy.
　
TARGET MARKET
The target market for Dettol soap is all
households (primarily mothers) who can afford
buying soap and who want to fulfill an
everyday need (primarily bathing) that provides
them and their family with a 100% anti-
bacterial solution – complete protection from all
germs/ bacteria and cleanliness from dirt /
grime.
　
　
　
　
　
　
　
　
　
MARKET DEMOGRAPHICS
(GEOGRAPHIC, DEMOGRAPHICS,
BEHAVIORAL FACTORS)
The target markets analysis of Dettol soap is:-
Geographic location
Include almost all Urban; suburban; small town;
and some rural areas of Pakistan
Demographics
Gender Male; female mainly mothers
Age 18years to 45 years
Socioeconomic status
Mainly targeting middle class and upper middle
class in urban and sub-urban areas – primarily
cities and surrounding areas. Rural market
penetration is limited and is primarily driven
through indirect channels (e.g.Wholesale)
Psychographics
Young housewives and mothers who care about
the health and well being of her family.
MARKET NEEDS (QUALITY
CRAFTSMANSHIP, INNOVATIVE
DESIGNS, CUSTOMER SERVICE)
RB is conscious of the changing consumer
needs and trends and is constantly conducting
market research to assess opportunities and
threats. Quality of the product is the number 1
priority as well as research on new variants. The
next planned variant is Dettol Herbal soap. In
addition, a new customer hotline has also been
added to get instant feedback on product use,
problems and activities.
MARKET TRENDS
The soap market has been most affected by the
recent sky rocketing price of palm oil which is
the primary ingredient of soap noodles. This has
caused the average price of soap noodles to
increase by 20% - 25 % forcing producers (also
RB) to increase prices of their soap products by
almost as much so as not to put excessive
pressure on their margins. This will
undoubtedly result in decrease in soap sales
volumes (higher prices means less consumer off
take) as well as disruption in the market due to
several quoted prices of the same product
available resulting in dissonance in the
wholesale and retail markets as well as
confusion in consumer buying decisions at the
point of sale.
MARKET GROWTH
The overall soap market is growing by 10 %
while the antibacterial segment is growing by
7%. Hence, there is a lot of potential in the
market for growth and additional brand
penetration and brand building.
SWOT ANALYSIS
THE STRENGTHS
• The brand’s Germ-kill heritage (brown liquid)
is seen as strong and adds on trustworthiness
(RTB)
• Excellent for treating skin irritations,
cuts/bruises and seasonal applications
• Brand comes from a reputable (old) company
• Loyal following of ‘Original’
THE WEAKNESSES
• Not perceived as an ‘everyday soap’ due to:
 Smell - strongly associated with hospitals
 Is harsh on skin – makes skin dry
 Does not make satisfying lather
 Shape not user-friendly
• No awareness of variants
• No perceived as a dynamic, innovative and
contemporary brand
• Low Top-of-Mind recall: Communication not
engaging
THE OPPORTUNITY
Leverage the powerful brand equity associated
with the Dettol Brand to make Dettol Soap an
everyday use proposition.
　
THE THREATS
Other main players in the antibacterial soap
category (Safeguard and Lifebuoy) have
positioned their brands for everyday use against
bacteria – Dettol soap positioning lacks that
desired everyday benefit and experience!
　
　
　
COMPETITION ANALYSIS
Here is a brief description about the antiseptic
soap producing companies
Dettol soap is a brand of Reckitt Benckiser Pak
Ltd and it has been operating in Pakistan since
1999 after taking over from Reckitt & Colman.
Market share of Dettol soap in the soap market
is around 10% at the end of December 2007.
The Dettol soap users have the perception that it
is effective in germ kill with the medicinal
smell of Dettol liquid which is used for Bruises
& Cuts, Insect bites, washing of clothes,
Mopping of floors, Shaving, Bathing and
Cleansing of skin and used mostly during
summers. Its functional core need is incidental
antibacterial.
Safeguard® is the No. 1 antibacterial soap
worldwide; it is the only bar soap registered
with the FDA. Safeguard is designed to provide
excellent germ protection for the whole family.
Safeguard, launched in 1995 by Procter &
Gamble has set new standards for defining
"health & hygiene" in Pakistan. It is an anti-
bacterial soap that provides germ protection for
twice as long as ordinary soaps making it the
doctors' number 1 recommended choice
throughout the world. The market share of
safeguard is the biggest in antiseptic soap
category with 22 % share. Safeguard users have
the perception that it is providing them with
Continuous Germ Protection, Gentle on skin,
Smells Good, has a easy to grasp shape and the
functional needs portrayed is of an everyday
soap with germ protection.
Lifebuoy is one of Unilever's oldest brands.
Lifebuoy Royal Disinfectant Soap was
launched in 1894 as an affordable new product
in the UK, to support people in their mission for
better personal hygiene. Lifebuoy soap aims to
provide affordable and accessible hygiene
solutions that enable people to lead a life free
from hygiene related worries, everywhere,
regardless of the boundaries of nationality,
religion and socio-economic status. Lifebuoy
has a market share of 16 %. Lifebuoy users see
the soap as a decent quality, affordable germ
protection agent containing carbolic acid as its
germ protection agent and its functional need
portrays that it is an everyday soap with germ
protection for the middle and lower middle
class.
　
　
OPPORTUNITY ANALYSIS
Based on the competitive analysis, Reckitt
Benckiser found out that there are a lot of
opportunities which will help the New Dettol
soap capitalize a greater market share. New
Dettol Soap’s ability to gain real consumer
insights, to launch products and variants that
consumers actually want, supported by
insightful advertising that talks to consumers in
their own language, are all vital elements,
which will lead to success of Dettol and the
New Dettol soap as a brand.
• Extensive Market Growth
• Market Penetration and Market Expansion.
• Achieving High Gross Margins
• High Customer Services and Satisfaction
• New Product Development and
Entrepreneurship.
PRODUCT OFFERING
　
　
The product is offered in 5 variants (2 skus –
115 Gms and 70 Gms):
• Original: Contains essence of the Dettol
antiseptic solution
• Skincare: Contains moisturizer for Skin care.
• Active: Contains Active cleaning agent for
Active cleaning.
• Fresh: Contains Fresh scent for a Fresh
feeling.
• Sensitive: Contains Skin-friendly ingredients
for Sensitive skin.
POSITIONING STRATEGY
Positioning Against Competitor
Dettol is positioned as a premium brand which
the mother chooses for 100% protection against
all germs and bacteria for her family. The
mother of the family is the focal point for
Dettol Soap positioning compared to Safeguard
and Lifebuoy which focuses on children.
Positioning In Relation To Product Attribute:
The primary positioning vis a vis product
attribute is that Dettol Soap has the essence of
Dettol Solution, the no. 1 antiseptic brand in the
world trusted by families everywhere for over a
century – which its competitors do not posses.
Hence, it is considered a premium brand in the
anti-bacterial segment.
Positioning by price and quality
As Dettol is a premium brand, it is priced at a
premium to its competitors (Safeguard and
Lifebuoy). Being premium means there will be
no compromise in quality as the link between
price and quality exists and customer is always
willing to pay more for perceived quality which
in the case of Dettol soap, he/she does!
　
　
　
　
　
　
　
　
　
　
　
　
　
　
MARKETING MIX STRATEGY
PRICING STRATEGY
Price v/s non price competition
Dettol soap is priced at retail price of Rs. 38.00
(115 gms) and Rs. 26.00 (70 gms) which is at a
premium of Rs 3 and Rs. 2 to its competition
(Safeguard and Lifebuoy).
Discounts and allowances
RB give a special trade offer on Dettol Soap of
2% during the summer season so as to push to
product into retail and an additional discount of
4 % to wholesalers to maximize loading in the
channel and improved distribution when
demand (consumer pull) is maximum.
In addition, for the months of June to August –
RB runs a special consumer promotion pack of
three Dettol Soaps (in one package) with a Rs.
19 price off on a purchase of three soap bars.
Geographic pricing strategy
In pricing the seller must consider the cost of
shipping. There are different geographic
strategies. But RB utilizes the uniform
delivering pricing (the same delivering price
quoted to all buyers regardless of their location)
for Dettol Soap.
　
　
　
　
　
　
　
　
　
　
　
　
DISTRIBUTION STRATEGY
CHANNEL OF DISTRIBUTION FOR
CONSUMER PRODUCT
There are 2 primary channels of distribution for
Dettol soap:
Distributors and sub distributors:
The company sells the products to its appointed
distributors and sub distributors (+300 all over
Pakistan) that are responsible for the
distribution of pre-defined geographical areas
who distribute it further to wholesalers and/or
retailers. The retail distribution is further
classified into TOP STORES (TSP’s) which
include all the high profile outlets like al-fatah,
HKB, Akbari stores etc and whole sale
comprises of categories of diamond, gold and
silver divided on the based on their average
purchase per month and from here the product
reaches the point of sale for the customer.
Direct Delivery (Key Accounts)
The company provides direct delivery to select
large customers like institutional buyers of key
accounts which sell directly to the consumer (in
case of USC and CSD) or to small retailers /
end-consumer (in case of MAKRO / METRO).
INTENSITY OF DISTRIBUTION
RB has an intensive distribution strategy of the
product through its distributors that cover every
geographical area and who resell onwards to
wholesalers and retailers. There is also direct
delivery service to key accounts (USC, CSD,
MAKRO &METRO). Every available channel
is utilized for maximum distribution and
coverage to all the hypermarkets, supermarkets,
general stores, kiryana stores and medical
stores. The company also has in place a RDF
(rural development force) which is covering the
rural areas and exploring new markets for
potential market penetration.
　
　
　
　
　
　
　
　
PRODUCT STRATEGY
Consumer and biz product
Dettol soap is a fast moving consumer product.
Convenience good
It is an essential good vis-à-vis it’s target
market, which is all households (primarily
mothers) who can afford buying soap and who
want to fulfill an everyday need (primarily
bathing) that provides them and their family
with a 100% anti-bacterial solution – complete
protection from all germs/ bacteria and
cleanliness from dirt / grime.
Product mix
The five variants provide an ideal product mix
in terms of consumer needs i.e. Original with
Dettol Solution, Skincare with moisturizer,
Active with active cleaning agent, fresh with
fresh scent and Sensitive for sensitive skin. A
new launch of Dettol Herbal Soap, which takes
the tally of soaps to six variants.
Unique Proposition that Dettol Herbal Soap has
to offer is:
“The fundamental idea is that ordinary beauty
soaps only offer aspects of beauty but what
healthy skin requires is both freedom from
germs and the use of natural extracts;
something only offered by Dettol Herbal Soap
which provides not only Maximum Protection
from germs but also contains Aloe Vera,
Avocado oil and botanical extracts.”
Product line extension and uses
The product is used primarily for showering /
bathing but is also used for hand washing. A
product line extension is Dettol Hand wash
which is also available under the Dettol Brand.
Product Life Cycle
Since this is a Fast Moving Consumer Product,
the average product life cycle of this product (if
used every day) is 30 days and 2 years if not in
use (if stored in a cool and dry location). The
brand is entering from growth to maturity.
　
　
　
　
　
ADVERTISING AND PROMOTION
STRATEGY
COMMUNICATION STRATEGY OF
DETTOL SOAP
“Reposition Dettol soaps range as a preferred
everyday use solution for the whole family”
COMMUNICATION OBJECTIVES
• Announce new & improved Dettol soap.
• Protection against a wide range of unseen
germs (including bacteria & viruses).
• Better experience (lather / perfume / feel-on-
skin).
• Show all 5 variants of new Dettol soap.
AGENCY SELECTION
Almost 135 Advertising agencies exist in
market but Reckitt Benckiser has selected
Manhattan International Limited (MIL)
Advertising Company because of their
outstanding work in Pakistani market.
BUDGET
Dettol soap is a Rs 1 billion brand annually and
so the marketing budget allocated to it approx
20 % of total Net revenue, not much resources
have been allocated to Dettol soap marketing
efforts due to its squeezed margins and close
competition with other antibacterial soaps, it
mainly derives its sales from the brand equity of
Dettol liquid.
MARKETING COMMUNICATION
METHODOLOGIES
This is a summary section. Give a brief
overview of your advertising, consumer
promotions, personal selling, sponsorship
programs and database programs. Discuss the
relative mix of each of these components and
how you will integrate them together into
seamless plan. This discussion should relate
back to your Marketing Communication
Objective and how these methodologies will
help in accomplishing the objective.
Different advertising rates of various media
vehicles have been given in the appendix 1, 2, 3
and 4.
　
　
ADVERTISING (TVC)
Television is still the primary medium for
advertising for Dettol soap, and print also forms
a crucial part of the communications strategy.
But increasingly campaigns are integrated
across all these communication channels. All
advertisements of Dettol soap are a blend of
hard sell and soft sell advertising, as all the
Dettol soap advertisements first show the
ingredient it contains (Dettol Antiseptic
solution) and then portray the emotional benefit
for the user which revolves around the theme of
a mother and children in which the mother is
the one who makes her family use Dettol soap
as she is one who decides what is best for her
family in personal health, indicating that the
target market of Dettol soap are the health
conscious mother’s of young children. The
main model used in almost all of the Dettol ad
campaign is mahnoor baloch.
When it comes to advertising, DETTOL prefers
TV because of their philosophy that; “HEALTH
AND HYGIENE ALWAYS COMES FIRST.”
Thus TV is the best media, as you can show
how Dettol soap keeps you hygienically clean
and protected and gives you daylong protection
from body odour. Apart from this, in Pakistan,
TV is a strong medium, it has highest reach.
Thus a large part of advertising budget is
focused on TV.
Dettol soap spends around 60 % of the TV
advertising budget on all channels with high
rating points like PTV, PTV WORLD, GEO,
ARY, INDUS VISION etc.
Dettol soap advertises highly in summer season
i.e. mid of the year, as people prefer frequent
washes in such seasons to keep hygienically
clean and long lasting protection against body
odour.
MEDIA PLAN-TV
Dettol has devised a well approached media
plan which covers almost all of the major
channels which are covered through high
frequency spots on all (over 12 minutes per
channel per day!), with the Dettol soap ad
showing in the headline news of geo and PTV.
Cable branding has also been carried out two
major cities, in Karachi – world call channel
branding (72 spots/day) and in Lahore – cable
spots (72 spots/day).
　
　
　
　
　
The new Dettol Herbal Soap TVC, which went
on air from in August on GEO with two spots of
a 7 sec break bumper and a 30 sec full
commercial every hour for two weeks. With the
Presidential Elections due and the political
debate it instigated a serious viewer ship and
good exposure to Dettol Herbal Ad which
helped in building the brand recall.
　
　
MEDIA PLAN-RADIO
The radio ad has been derived from the TVC
with air time on all mainstream channels in
Lahore and Karachi.
　
　
　
　
　
PRINT ADVERTISEMENT
The next priority of DETTOL SOAP is Print
media. Dettol soap has a very aggressive
approach in print advertising with the launch of
the new Dettol soap ads appear in almost all the
leading newspapers around the country e.g.
DAWN, THE NEWS, NAWAI-WAQT etc. the
print ad in given below clearing spelling out the
message that Dettol soap is daily usage soap for
the whole family with a new formulation, which
smell good, feels goods on the skin and is
available in 5 different variants.
Post Eid a print campaign for the NewDettol
Herbal Soap was also launched and its presence
was seen on all highly circulated newspapers
and monthly magazines.
　
　
　
　
　
CONSUMER PROMOTION
Dettol soap also provides additional support by
giving away various consumer promotions to
provide the consumer with the extra value
benefit. The consumer promotion introduced by
Dettol soap was that on a purchase of three
soaps the consumer will get a saving of Rs 19.
The consumer promotion is as under.
　
　
Another consumer promotion opportunity as a
part of new product promotion and sampling
effort has been carried out at METRO stores in
Lahore and Islamabad where a free soap bar is
being offered on a single purchase of the new
product, Dettol MPC.
　
INSTORE PLACEMENT STRATEGY
Dettol soap has also planned an in-store
placement strategy to promote and market their
product so to have maximum visibility to the
consumer; they have assigned dedicated shelves
to the product and are also promoting their
product in metro and makro aswell. Their
placement strategy is mainly focused on
 Place Dettol Soap next to Safeguard
 Equal or more facing than Safeguard.
 Place between Lux & Safeguard where
Possible.
 Build brand block wherever possible.
Various placement strategies are shown below.
　
　
　
　
　
　
　
　
　
Displays in Top Store Program (HKB, AL-
FATEH, AKBARI etc) / Top 1000 stores
through dedicated shelves so to have maximum
visibility.
　
　
DEDICATED SHELVES AT AKBARI SUPER
STORE DEDICATED SHELVES AT AL-
FATEH STORES.
Display at makro and metro stores to provide
maximum availability and visibility to
consumer.
METRO STORE, THOKAR NIAZ BAIG
MAKRO STORE, RAVI ROAD LAHORE
　
　
　
As a part of the placement and promotion
strategy window branding is also very
important.
　
WINDOW BRANDIND AT AL-FATEH
STORES

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