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INTRODUCTION
Dettol is the trade name for a line of hygiene products. It has been in use since before 1936,
when it was used as an antiseptic.1 Dettol comes from the fastest growing consumer goods
First started in hospitals 80 years ago, Where Dettol antiseptic liquid was used for the
cleaning of the skin and the skin during the surgical process. Ever since then, Dettol liquid
has been trusted around the world to help clean wounds caused by cuts, bites, grazes, insect
stings and for personal hygiene to help mums protect their families from harmful germs.
Dettol act as a one of the oldest and trusted brands for hygienic product in India.
In 2008 the brand Dettol celebrated its platinum jubilee and due its consistency it was
accepted to be the best products among the other brands available in the markets. Hand
washing or hand hygiene is the act of cleaning one's hands with or without the use of water or
another liquid, or with the use of soap for the purpose of removing soil, dirt,
and/or microorganisms. The spelling "hand washing" in one word is also common. Dettol
hand wash has become the famous brand. It has been used in thousands of families in the
India and world too. Due to increase in the spreading of disease in the contemporary world,
the focus towards the hygiene has been increased and the popularity of the Dettol hand wash
The marketing mix has been defined as the "set of marketing tools that the firm uses to
pursue its marketing objectives in the target market". Thus the marketing mix refers to four
broad levels of marketing decision, namely: product, price, promotion, and place.2 Marketing
the way most textbooks treat it today was introduced around 1960. In services marketing, a
modified and expanded marketing mix is used, typically comprising seven Ps made up of the
Price- The price is how much the customer pays for the product. Prices need to be high
enough to make a profit, while also being in a price range that is affordable for your target
Product - The product is an item that fulfils the consumers needs and desires. Marketers
must examine the products life cyclethe rate of sales and profits over a period of time; its
Promotion - Promotion includes all of the communication methods that marketers use to
Place - Place or distribution is focused on making it convenient for consumers to access the
product.
3 marketingmix.co.uk
OBJECTIVE
hand wash.
3. To suggest changes in the marketing mix of Dettol hand wash for the better
performance.
RESEARCH METHODOLOGY
The author has researched for this project by opting for doctrinal research from primary and
to the project, competitive strategies have been used to inquire into the core of the topic.
Scholarly articles and reports on the company Dettol hand wash have also been referred to.
PRIMARY DATA:
Data collected directly from first-hand experience of people using Dettol hand wash daily for
this purpose questionnaire was also formed to get the latest performance of the product in the
competitive scenario.
Survey: A detailed study of a market or firm to gather data on attitudes, impressions, opinions,
Once the primary data is collected, it will be thoroughly analysed and interpreted.
SECONDARY DATA:
Data collected indirectly from third party yet authoritative resources that have conducted and
published empirical studies and surveys on the organization in the past. Also includes
Executive Summary
Objective
Research methodology
CHAPTER-1 DETTOL
This chapter explains about the Dettol brand. When did it get started and came in the market.
The explain introduction of the company is been provided in this chapter. The working of the
This chapter briefly deals with introduction of the hand wash which gives theoretical
background for this study. It includes defining of various things and those that are relevant to
the study.
It consist of the data tabulated using appropriate statistical techniques. This chapter contains
tabulation of the background characteristics and tables showing the techniques used to test
the objectives
It consist of the data tabulated using appropriate statistical techniques. This chapter contains
tabulation of the background characteristics and tables showing the techniques used to test
the objectives
CHAPTER-5 ANALYSIS
After the completion of the data tabulation, the analysis is made keeping in mind the result
found in the upper result. The competitor product and the Dettol hand wash are analysed and
CHAPTER-6 CONCLUSION
After analysis of the product with the competition Market conclusion is to be made about the
CHAPTER-7 RECOMMENDATION
After the conclusion made from the data available the recommendation was made to improve
Annexure
Limitation(if any)
Bibliography
BIBLIOGRAPHY
TREATISE
WEBSITES
1. http://www.indiastudychannel.com/resources/156595-Dettol-A-complete-product-
description-and-its-review.aspx
2. http://www.dettol.co.uk/
3. http://www.marketing91.com/marketing-mix-of-dettol/
4. https://www.scribd.com/doc/56770023/Dettol-Marketing-Mix
5. http://www.slideshare.net/DhirKarania/dettol-marketing
6. http://www.4psbusinessandmarketing.com/28082008/storyd.asp?sid=21
7. http://www.4psbusinessandmarketing.com/18122008/storyd.asp
8. http://dettoldiaries.blogspot.in/2014/08/4
9. http://www.managementparadise.com/forums/marketing-management
10. http://www.referralcandy.com/blog/dettol-marketing