REPORT ON ADVERTISING AND SALES PROMOTION DETTOL HANDWASH

SUBMITTED TO: Mrs. NEHA CHIBBER

SUBMITTED BY: DEEPANSHU WADHWA (PGP20125704) SAKSHI LUNIAL (PGP20125549) VAIBHAV LOHIYA (PGP20125567)

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INTRODUCTION

COMPANY BACKGROUND
Reckitt Benckiser India Ltd (RBIL) is a fully owned subsidiary of Reckitt Benckiser Plc., worlds No.1 Company in household cleaning. Reckitt Benckiser Plc came into being with the merger of Reckitt & Colman Plc with Benckiser NV in 1999. The company has operations in 60 countries, sales in 180 countries and has had net revenues in excess of $5.5 billion. Reckitt Benckiser India Ltd (RBIL) manufactures and markets a wide range of products in Personal care, Pest control, Shoe care, Antiseptics, Surface care, Fabric care and other categories. Amongst its many well-known brands are Dettol, Mortein, Harpic, Cherry Blossom, Lizol, Disprin, Robin powder, Colin, etc. Most of these brands are either number 1 or number 2 in their respective categories in India. RBIL distributes all its products through its common distribution channel, which has a wide and deep reach in the markets and is a key strength of the company. The channel is managed by a well- structured sales force, responsible for achieving sales for the entire product portfolio of more than 150 Stock Keeping Units (SKUs).

BRAND DETTOL
The brand Dettol was launched in India in 1933 in the Antiseptic liquid form as a treatment for cuts and wounds. For almost the first 50 years, Dettol was present only as an antiseptic liquid. Although it was being used in hospitals and nursing homes for first aid and disinfectant uses like cleaning wards, washing linen, etc. Consumers were also using it for bathing, mopping, shaving and other secondary purposes. While it started its journey as the cuts and wounds brand in the country, over the years it had taken over the role of protector from germs in every situation. Dettol Antiseptic Liquid has some strong, distinct associations-first and foremost is its trademark smell. Who can miss the characteristic Dettol smell that has been the reassurance to many a childs scraped knee! Consumers recognize the smell enough to refer to a medicinally clean room as Dettol like smell. In the book, Planning of Power Advertising, Anand Halve mentions, It is a safe bet that you will be able to tell the smell of Dettol liquid on a cut with the reassuring tingling sensation which tells you it has begun to work. Savlon on the other does not have the same burning sensation, (and is) very often seen by consumers as ineffective .

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The second characteristic is its amber gold color. The third is the clouding effect that appears when it is added to water. Dettols packaging is distinct in its very own way. The green & white colors are associated with hospitals. All Dettol products have a sword on the pack, which is a symbol for fighting germs and infection. Over the years, the clouding action and the sword have become synonymous with the brand and have been creatively used in Dettol advertising. Consumers see Dettol as an expert, as something which is effective and versatile and guarantees protection from germs. It has been likened to a bodyguard who protects them from the unclean and unhygienic outside world. The brands versatility stems from multiple uses of the antiseptic liquid which offers protection in so many different forms. Usage of the brand gives rise to many emotions in the consumers minds. From making them feel safe and secure about the well-being of their family to making the mother feel that she has done the best for her family, the brand evokes positive imageries and emotions. Thus, it is only fitting that the brands tagline says - Be 100% Sure. Over the years brand Dettol has been extended and has made its presence felt in a number of product categories. While Antiseptic Liquid was the category where the brand was born and where it continues to command a dominant market share of 85%, its revenue growth is significantly driven by its presence in the other product categories of toilet soaps(or bar soaps), Liquid hand wash, Body wash, Shaving Cream and Plasters too. Each of these markets are at varying stages of evolution, so while in one market the brand - as the leader - had the responsibility of driving overall market growth, in other markets, the brand strategy had been to garner share. Fundamental to all the categories was existence/creation of a consumer need for germ protection satiated by Dettols trusted promise.

MARKET SEGMENT FOR LIQUID HAND WASH

Dettol introduced the Liquid Hand Wash in 1994. It was known that many consumers use Dettol Soap for cleaning hands. Dettol Liquid Soap gave the consumers a soap in a more modern and convenient format for hand wash. In hand washing, the need for germ protection is top most on consumers mind. Due to its early and continued efforts in building the segment and given the strength of the parent brand Dettol, this segment was historically dominated by Dettol Liquid Hand wash. The size of the liquid hand wash market is relatively small Rs. 59 Crores by end of 2007. Although incidence of hand wash in a day is quite high, penetration of liquid hand wash is still
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low in India (estimated as 10% of all Urban House Holds in 2007), bar soaps being typically used for washing hands. The key reasons for low penetration of the category are expensive/low value for money. Amongst users, the motivators are protection from germs followed by convenience of use. Given category building efforts, the penetration has been showing a steady increase. Dettols major competitors in this segment are Lifebuoy, Palmolive, Savlon, Santoor, FEM, etc. The segment is broadly split in two formats: i) Dispensing Format: Pump Packs ii) Refilling Formats: Refill sizes (varying from 200ml to 5 ltr) The category evolution has been based on the increasing penetration of the Pump pack over a period of time. The dispensing pack dominated the market with over 60% contribution (2005). Over the last three years, the refill segment has flourished as regular consumers re-purchase the refill pack after entering into the segment via the Pump pack. However, the awareness for refill packs is still low. A large base of consumers still re-purchases the Pump pack instead of using a refill pack. In building the segment, Dettol has played the role of the market leader and the innovator. In 2005, it was the first player to launch the Pouch refill pack. As the market evolved and the Pouch refill segment grew, all the other competitors entered the pouch refill segment in 2007. Similarly, the latest product innovation offering from Dettol has been the launch of the small pump pack, at a lower pick up price, in the first quarter of 2007. There are multiple product innovation opportunities from the international stable of Dettol hand Wash which the brand team is evaluating for future launch. As per consumer research, the number 1 category driver for hand washing has been need for protection from germs. Additionally, consumers look for product attributes like nice fragrance and softness. Another characteristic of the hand wash market is its disproportional dependence on the Modern distribution channel, ie. Self-service stores. Close to 25% of the category business comes from this channel. The self-select environment of the target consumer has multiple implications for the brand. Variants become a key driver for widening the consumer choice set in such a shopping pattern. Dettol Liquid Hand wash currently has three variants, namely, Original, Skincare and Sensitive. Other players also have multiple variants with Lifebuoy having four and Fem having
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eight. The liquid hand wash portfolio is sold via all three distribution channels of the company, namely: (a) Modern Trade self-service channel (b) Direct Distributors in large towns (c) Sub Stockist network for reach into smaller towns. The distribution for both category and Dettol Hand Wash has been on a rising curve with more than three lakh outlets stocking the hand wash segment.

Demographic
Family Life Cycle: Dettol Antiseptic Liquids segmentation for family life cycle is no segmentation at all. Its a product for the whole family. Everyone from a kid to the grandfather can use the antiseptic liquid for various purposes.

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PSYCHOGRAPHIC SEGMENTATION
Lifestyle: Dettol has segmented our modern days lifestyle which is more outdoors, unhygienic, and bacterial . So for the hygiene seeking consumers ,Dettol has come up with the antiseptic liquid for laundry, wounds and cuts, and house cleaning. Personality: Segmented the adventurous and daring personalities ,to support them with a very effective antiseptic liquid for their injuries and wounds. Self-concept: It appeals to those people who are disinfectant freaks .

BEHAVIOURAL SEGMENTATION
Benefit : It appeals to the customers who expect a solution with very effective antiseptic properties for cleaning wounds, laundry, and house cleaning. User Status : It had targeted both the brand and category users with its Aapka Dettol Kya Kya Karta Hai campaign that showcased how brand users across the country had formed their own special bond with the brand using it whenever and wherever they felt a need for
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disinfection. Usage rate: they have various packings for different types of consumers on the basis of quantity consumed ,ranging from 50ml to 500ml. Purchase Occasions : It doesnt have any specific occasion for purchasing ,although it tries to promote its sales on various occasions. Like: Mothers Day. As they had made the special add on mothers day . Loyalty Status : Dettol mostly has hard core loyalty status. Buyer Readiness: Dettol has very high buyer readiness. Since years it has been used in Indian Households for various purposes due to its antiseptic and disinfectant property. Our vision TARGET MARKET First we are targeting children , who play all day & needs to be germ free .To reach out to the upper middle class and middle class men of the young and middle-aged group who are working and have strong hygine & family values. We will target the metros as well as Tier-2 cities. MESSAGE STRATEGY The message that we would like to convey is that BE GERM FREE it is for everyone who wants to have germ free environment & have emotional & strong relationship & values family well-being . OUR POSITIONING Our positioning will remain the same, that is, Be 100% sure but we will not just portray a antiseptic and disinfectant property. CREATIVE We will use television as the medium of advertising. In our ad we will show a son and a father relationship, how they share a special bond and their relationship and behavior in their office with the co-workers and subordinates, how they manage the office front well cooperating and coordinating well with others and maintaining a professional yet happy work environment. The advertisement will basically portray a complete man to be family as well as a professional with high values, people can look up to them and make them their role model. An ideal man, a complete man.

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PROPOSED DETTOLS COMMUNICATION :

Dettol Original soap was launched on the platform of Mild and gentle skin care with the selling proposition as Give your family the loving care of Dettol Soap. However, the brand failed to take off since a mild soap from the Dettol stable did not make sense. Even after two years of launch, Dettol soap could not make its presence felt. In mid 80s, an exhaustive consumer research was undertaken with the objective of finding reasons for dissatisfaction among consumer and the result was the understanding that a consumer need platform has to be built for a special bathing soap based on Dettols core strengths and not on the mild and gentle skincare platform. After in-depth consumer research, it was seen that consumers were open to the idea of using Dettol Soap when they faced extreme dirt conditions. Hence, it was felt that Dettol Soap needs to be positioned for occasions that are special, but not rare in everyday life. These could be based on exposure to dirt and germs, pollution, heat, sweat etc. Another challenge was to create a positioning that managed a fine balance between a cosmetic and therapeutic medicated position. The final positioning that was decided was: Dettol protection comes to you and your family in the form of a soap for those daily occasions when a specially clean germicidal bath is necessary. WHEN NO ORDINARY BATH WILL DO DETTOL SOAP THE 100% BATH The advertising was thus developed along these lines and Dettol Soap was re-launched. The advertising clicked with the consumer. Dettol soap sales reacted very positively to this new communication. Dettol sales grew year after year, with communication being renewed periodically to keep consumer interest in the brand promise alive. Over the years, the communication was moved along this gradient of educating consumers, on how they pick up germs throughout the day and only Dettol soap can give the required protection everyday. Research showed that there was huge hand wash usage of the brand and moreover the usage was highly seasonal with highest usage seen in peak summer and monsoon months when consumers felt visibly dirty and hence associated the period with the presence of germs.

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PROMOTION
Dettol advertising starting in 1960s has centered on educating consumers on the need for protection from germs, while offering solutions to manage the problem of germs wherever and whenever they may occur. Starting then and till now Dettol advertising has been focusing on the role of a mother in protecting her family . Dettol Surakshit Parivar initiative on, Reckitt Benckiser will target new mothers, schools and hospitals in six metros - Delhi, Mumbai, Kolkata, Chennai, Bangalore and Hyderabad. The programme will mean getting in touch with 1.2 million new mothers, 300,000 students and 250 hospitals across the country. Reckitt Benckiser aims to target those who are most vulnerable to infections. Thus, new mothers will be presented with a vaccination chart with tips on how to keep the new-born and its surroundings germ-free, along with a free bottle of Dettol antiseptic.

Our Initiatives :
School students will be educated in the Importance of washing their hands before eating. The hospital program will mean reaching out to hospitals and nursing homes where programs will be conducted with nurses and staff to keep the environment germ-free. Health messages on first-aid and immunization will also be displayed. Providing free hygiene camps where set up will be done in different cities in sectors & colonies with the team of 8-10 who will help people to know the importance of fighting germs & living disinfected life. In rural areas will provide toilets & basic knowledge of sanitary issues & providing solutions to all the problems. Creative Approach: We will use television as the medium of advertising. In our ad we will show an old couple an old lady and an old man relationship, how they share a special bond and their relationship when a man comes back from mowing the land & sits for the supper and before starting the meal he washes his hands with Dettol. The advertisement will basically portray a rural couple & urban couple to make our viewers know the importance of Dettol .We would bring an add with a difference as we will show how villagers are using hand wash ,this will reveals that our Dettol is not only in urban area but also manages to capture the market in villages as well.

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OUR DIFFERENCE IN MARKET We will show a short clip of what ingredients are being used in order to make our consumers aware of it. Showing a clip of how we are helping the rural areas as well. Making an add starting from village people how they are using it & then coming to cities & showing how important is in cities as well. We will make our advertisement more emotionally attached to connect with the audience easily.

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PROMOTIONAL TOOL

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INTERNET PROMOTION

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PACKAGING the fifth P

Packaging- also referred to as the fifth P Packaging is the science, art, and technology of enclosing or protecting products for distribution, storage, sale, and use. Packaging also refers to the process of design, evaluation, and production of packages.

Factors contributing to emphasis on packaging:

1. Self-Service- Packaging helps the buyer to buy the product individually without the help of any one. 2. Consumer Affluence- A good consumer who is ready to pay a good amount for a product is easily attracted by the packing style. 3. Company/Brand Image- Packaging helps build an image of the product as well as the brand. It distinguishes the product from the other competitive products in the market. 4. Innovation Opportunity- Packaging also gives the brand an opportunity to make its products attractive to the buyers with new and innovative packaging. Dettols packaging is distinct in its very own way. The green & white colours are associated with hospitals. All Dettol products have a sword on the pack, which is a symbol for fighting germs and infection. Over the years, the clouding action and the sword have become synonymous with the brand and have been creatively used in Dettol advertising. This different style of packaging helps the buyers to easily recognize dettol products. Also, such packaging strategy builds an image in the minds of the buyers which they link to dettol before even buying it.

PACKAGING OBJECTIVE
Identify the brand- One of the important objective of packaging is identification of brand. Packaging depicts a brand. Any product or brand is easily identified through packaging. E.g. A green colour logo which has a sword, is easily identified as a Dettol product by the buyers. Convey descriptive and persuasive information- Packaging also helps to convey to the buyers the description and other important features of a product. E.g. Dettol handwashes are available in sizes like 150ml, 250ml pump and 200ml refill pouches. Facilitate product transportation and protection- Protection is the main objective of packaging. It saves a product from being tampered and also facilitates easy transportation. Assist at-home storage- It helps and directs a buyer on how to store the product at home. E.g. Dettol handwash available in pump bottles which helps in easy use and storage. Aid product consumption- It also helps a buyer on the consumption of the product.
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BRANDING STRATEGY
Dettol has positioned itself as a 100% germ fighter with complete protection and control for the entire family as its core value. The company focuses well in its advertising strategy. Right from the 1960s, its advertising strategy has helped in educating its consumers on their need for protection from germs.

DETTOL BRAND EXTENSION

The advertising theme used by the brand conveys a mother who plays a predominant role towards care and protection of the entire family. In the recent Dettol advertisement, punchlineDettol Daily Care-24 hour protection against germs was a god branding strategy with this new concept of Daily Care.

Proposed extension
We can provided attention towards promotion of various Dettol brands. Dettol should launched the No Touch Hand Wash targeting a niche segment. This will help itin emerge as a market leader in liquid handwash market as well in India with a market share of almost 61%.

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SPECIFIC PROBLEM DEFINITION

The level of awareness and practice of hand hygiene People preference to wash hands with different fragrances. Brand consciousness Brand loyalty of liquid hand brands among consumers

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COMPETITORS IN THE MARKET : Lifebuoy:

It became a serious player in Liquid hand wash market in Q3, 2006. Its share went up from 9.3% to 19.8% for the year 2007. Positioned on a protection from germs platform it carries the tagline of have no fear in the Liquid hand wash segment too. Other than Dettol, it is so far the only significant player that invests in the category. With media support and strong promotional support, supporting its re launch, it has made quick gains in this segment.

FEM:
Fem, from Ivory chemicals, was historically the key brand in liquid soap category. It used to be the strong number two brand until recently. However, it has lost share heavily since the Lifebuoy Hand wash relaunch. The brand is positioned on the platform of soft hands and moisturizing care of Fem. In 2007, it launched a premium range of products under a sub brand of Fem Cool Angel (three variants, priced at Rs.79/- for 250ml pump pack).

Palmolive:
Palmolive launched handwash in October 2003 with a premium pricing and imported stocks. In Oct 2006, they dropped prices from Rs. 90/- for 300ml Pump to Rs. 55/- for 250ml Pump. While the brand is supported by promotions mainly in the modern trade, it is not active on air.

Savlon:
It launched its handwash in March, 2005 on the gentle protection platform. It currently has a 2% share. It is not supported on air.

Santoor:
As a strong player in the bar soaps market and with a high market-share in the South, Santoor launched the Liquid Hand Wash in January 2007, along with media support.Post that, the brand has been off air. The liquid hand wash category has seen a sharp increase in the competitive environment with new players entering in 2007 and big brands like Lifebuoy getting active. As the liquid handwash category grows, given the usage of single product for handwashing and bathing in many homes, more and more bar soap players are launching liquid handwash. Chandrika & Margo are two such new entrants, but with no strong marketing support, they are yet to make their presence felt.

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MARKET SIZE :
2004 Market Size (Value,Rs. Crore) Market Size (Volume,Kiloltr) 26.3 1430 2005 27.8 1626 2006 39.4 2185 2007 58.7 3236

Recent Quarters Market Size (Value,Rs. Crore) Market Size (Volume,Kiloltr)

Q1'06

Q2'06

Q3'06

Q4'06

Q1'07

Q2'07

Q3'07

Q4'07

8.4 478

9.4 513

9.9 542

11.8 651

13.9 764

13.9 758

15.8 865

15.2 850

MARKET SHARE OF LEADING BRANDS :

Yearl y Detto Lifebuo l Fem y Savlo Palmoliv n e Santoo Rrr Recent Quarters Detto l Lifebuoy Fem Savlon Palmolive Santoor Q1'06 54% 8% 29% 2% 4% 0% 2004 53% 0% 29% 13% 0% Q2'06 54% 8% 29% 3% 4% 0% Q3'06 56% 11% 26% 2% 3% 0% 2005 58% 4% 27% 2% 6% 0% Q4'06 53% 14% 21% 1% 5% 0% Q1'07 50% 17% 21% 1% 7% 1% 2006 54% 10% 26% 2% 4% 0% Q2'07 50% 19% 19% 1% 7% 2% Q3'07 51% 20% 16% 1% 7% 2% 2007 51% 20% 17% 1% 7% 0% Q4'07 50% 23% 11% 1% 7% 2%

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PRICE CHART FOR VARIOUS PACK PRICES

Format Brand Dettol Dettol Lifebuoy Fem Palmolive Pump Pack Santoor Dettol Lifebuoy Fem Palmolive Pouch Refill Santoor Dettol Lifebuoy Fem Palmolive Large Refill Santoor MRP 55 38 40 55 55 55 30 25 29.5 35 27 150 125 159.5 150 150 Size (ml) 250 135 200 250 250 250 200 180 200 250 180 1000 900 1000 1000 1000

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MODES OF ADVERTISING :

Print media : 1. Newspaper 2. Hoadings Electronic media : 1. TV commercials 2. Internet ads

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SAMPLE AND RESEARCH METHODOLOGY

This report deals with the understanding of Indian consumers buying behavior towards Dettol liquid hand wash. We did a survey of 100 customers in gurgaon city and based on their response carried out our analysis. We asked the respondents about their age, gender and occupation. After getting their basic information we asked the respondents to rank a few things related to the brand of liquid soaps. The brands included the following: Dettol, Palmolive, Lifebuoy, Santoor and Others (which represent any other local or regional brand which the respondent might prefer). First of all we collected primary data for defining our objective for marketing research project in specified handwash category from different sources e.g. Articles, news paper, magazines and books form library. For Sampling Techniques We have taken combination of two techniques Probability Sampling Techniques i.e. Simple Random Sampling and Non-Probability Sampling Techniques i.e. Convenience Sampling. It involves picking any available set of respondent convenient for representativeness and accuracy in data and our sample size was 100. We made questionnaire for the respondents. Based on their choices about how they make their preferences for specific brands in the Hand Wash segment, the project tries to comprehend the types of customers who reside in India when making such decisions and which parameters they pay more attention to when making their final decision.

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RESEARCH LIMITATIONS Since we have taken Convenience Sampling, the analysis may not represent a true picture of the target population. Language Barrier especially with the respondents Most of the respondents were not aware of marketing jargons such as Brand, Promotion etc. so we need to explain them or some had pre-conceived notions for the same. Baiseness towards some questions need not be taken into consideration Casuality of the respondent while filling the form is ruled out.

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DATA ANALYSIS AND INTERPRETATION

Do you wash hands on regular day to day basis?

2%

Yes 98%

No

This means that most of the people (98%) prefer to wash hands on day to day basis.

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What do you prefer to clean your hands frequently?

Handsoap Sanitizer Liquid Handwash

23%

9% 68%

Liquid Handwash had good amount of popularity among cleanliness (68%) tools

How many times do you wash hands in a day?

25%

24%

51% 0-5 times 5-10 times 10-15 times

51% people follow Moderate practice to wash hands i.e, 5-10 times which is decent enough.

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When do you wash hands?

When your hands are dirty Before eating or touching food After using the bathroom After touching pets or other animals After playing sports Before and After visiting sick or relative friend 3% 6% 9% 14% 23% 45%

45% Respondents wash their hands maximum when they encounter their hands with dirt.

Why do you wash your hands?

25%

75%

Habit

Hygiene

25% people have habit of washing their hands over and over which is still less as compared to those who wash their hands(75%) for hygiene.
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Whom in your family washes hand a lot?

5%

7% 31%

57%

Kids

Mummy

Grand ma

Myself

Mummy washes the hand maximum in Family(57%)

Do kids wash their hands by own?

47% 53%

Yes

No

53% of the kids wash their hands by own without anyones help.

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If No, who washes their hands at maximum times?

2% 9%

89%

Mother

Father

Grandmother

Mother is the safeguard angel of kids

On a scale of 1-5,How would you rate your most prefered brand for liquid handwash?
1% 1% 1% 12%

85% Dettol Lifebuoy Palmolive Santoor Godrej

Dettol is the market leader in the handwash segment as 85% of people prefer to use dettol at first priority.

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Have you used any other brand?

47% 53%

No

Yes

Customer loyalty (53%) for a particular brand so people do prefer to change brands as per the parameters covered in next question.

On a scale of 1-5 Rate the factors for changing the existing liquid handwash you were using?
Image Advertisments Product size Price Variants(color/fragnace/anyother)

6% 17% 41% 11% 25%

53% of the people who are not brand loyal consider Image(41%) as an important factor for changing their brand. Price is also second important factor for changing the brand.
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Which brand do you prefer if you want to change the existing brand for liquid handwash?

7%

47% 42%

Dettol

4% Lifebuoy Palmolive

No brand

Lifebuoy (42%) of the people prefer as the second choice if they want to switch the first brand.

What is your age?

0-15 years 36-45 years 16-25 years 46-55 years 26-35 years 56-65 years 36-45 years

2% 1% 1% 2% 3%

12%

79%

Most of the respondents were young in age. So the outcome of the project is youth centric opinion.

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What is your gender?

48% 52%

Male

Female

Responders were from both the genders almost equal.

What is your income?

0-1000Rs. 15000-20000Rs. 1000-5000Rs. 20000-25000Rs. 5000-10000Rs. 25000-30000Rs. 10000-15000Rs. 30000-35000Rs.

10% 9% 5% 10% 8% 4% 3% 51%

Income of the respondents.

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What do you do?

3%

46%

51%

student

Service

Businessman

Occupations of the respondent.

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Evaluation : Exclusive outlet: An exclusive branded show room concept with emergency first aid centre across tier 2 and 3 towns .Other Reckitt products can also find place. A kind of cause related marketing. It also can be a channel partner managed outlet. Tie ups : Tie up with others giving first aid facilities like in amusement parks, in-car first aid kits. Visibility will increase the mind share further. Specialty Advertising can be the futuremax coverage and low cost. Children should be the target , to give a emotional attachment to the audience . Dettol should introduce variants with good fragrances at the same level of quality as other brands. Advertising should be done taking kids who wash their hands by their own by liquid hand wash brands.

CONCLUSION There has been significant level of Awareness (98%) in the market and they prefer to wash their hands by various cleanliness tools such as liquid hand wash,handsoap or sanitizers for various reasons in order to maintain hygiene or physiological status. Most of them prefer Dettol brand for liquid hand wash as the quality is good, value for money proposition,availabity in bottles and refills in various flavors . People prefer to change Dettol and switch to other brand because of Medical Smell that Dettol has and at times few customers prefer other brands because of Price, Variants or impact of persuasive advertisements on them. Lifebuoy has great fragrance and is available at a cheaper price than dettol preferably will do well lower income groups and rural areas. Palmolive,Santoor ,Godrej, Himalaya have weaker distribution channels in Metrocity area so the availability of these brands is not much more though quality and price are equivalent to other brands

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REFRENCES: NEWSONMARKETSHARE.COM DETTOLMARKETTING.COM REKKITBENKISER.COM BOOKS.GOOGLE.CO.IN/BOOKS?ISBN=8189611003 EN.WIKIPEDIA.ORG WIKI DETTOL WWW.AMAZON.COM/DETTOL-FIRST-AIDANTISEPTIC.../DP/B000GCRX6G

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