Healthy Protection

Healthy Protection

1.1 Introduction:

1.1.1 The Product:

Dettol:

Dettol: an iconic brand has stood for “trusted protection” in around the globe. The brand is
endorsed by the Bangladesh Private Medical Practitioners Association in 2011. Today
multiple product offerings of the brand Dettol touch the consumers in many more aspects of
personal and home care in their daily lives.

Consumers use Dettol in multiple ways and the brand has grown with introductions in
synergistic segments like Bar Soaps, Body wash, Liquid Hand Wash & Hand Sanitizer.

The Dettol Antiseptic Liquid has been a household name for the family mainly used for first
aid and personal care uses. Expanding the portfolio RB have Dettol soaps, easy to hold and in
three variants including Dettol Original, Dettol Cool and Dettol Skincare. Dettol liquid
hand wash provides 10 times better protection and Dettol Instant Hand Sanitizer assure us of
99.9% germ kill, rinse free and ideal for the entire family.

Dettol, a Power brand from the portfolio of Reckitt Benckiser has come up with new Dettol
Re-energize soap with the freshness of orange and Dettol’s trusted germ protection. The
unique formulation not only protects you against germs but also leaves you feeling healthy,
fresh and re-energized.

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Consumers are always looking for a unique aspect within their daily regime, some special
freshness that brings a special energy in everyday life. Mr. Chander Mohan Sethi, Senior Vice
President– South East Asia, Reckitt Benckiser, adds “Innovation is key at Reckitt
Benckiser, and our aim is to provide the consumer new formulations and new products
every single time. Dettol Re-energize is another offering from Dettol that I am confident
would not only provide the Dettol’s trusted protection from germs to its users but also
keep them refreshed and energized every day.”

Dettol Re-energize is an ideal soap for the entire family whose zesty Orange fragrance
makes leaves you feeling fresh and re-energized apart from its unique formulation that gives
superior protection against germs.

1.2 Objectives:

Reckitt Benckiser's objective is to generate 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.

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1.3 Marketing Research:

Methods of Data collection:

Basically there are two methods of data collection:

1) Primary Data

2) Secondary Data

Primary Data Collection: Primary Data is that data which is collected specifically for the
project at hand. The primary data for our report resulted from the questionnaires filled by
girls and adult women belonging to a different age group and income level and some
unstructured interviews were conducted.

Secondary Data Collection: Secondary Data is that data, which has already been collected
for some other purpose but can be used as reference material. The secondary data for our
report came from the internet, and magazines.

1.4 Situational Analysis:

Soap is a major consumable 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.

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Some uncontrollable situational factors that are faced by the Reckitt Benckiser Bangladesh
and Dettol soap are as follows,

 Demand:

Although the demand for Reckitt Benckiser products is very high but when RB 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 Bangladesh

 Competition:

There was no direct competitor of Dettol soap at the time of launching; but today two brands
are directly competing Dettol; Lifebuoy (Unilever), Savlon (ACI). Bactrol

(Kohinoor Chemicals Limited) is also direct competitor.

 Legal/political:

These are the uncertainties that are extremely variable in the political conditions of
Bangladesh. 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 Bangladesh 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, technological advancements have had no significant effect
on the product and the company.

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2.1 History about Reckitt Benckiser:

Reckitt Benckiser (RB) is a world leader in household, health and personal care.
It is a FTSE top 25 company and since 2000 net revenues have doubled and the market cap has
quadrupled. Today it is the global No 1 or No 2 in the majority of its fast-growing categories,
driven by an exceptional rate of innovation – typically about a third of net revenue comes from
innovations launched in the prior 3 years. It has a strong portfolio led by 19 global power brands
which are: Finish, Lysol, Dettol, Vanish, Woolite, Calgon, Airwick, Harpic, Bang, Mortein, Veet,
Nurofen, Clearasil, Strepsils Gaviscon, Mucinex, Scholl and French’s, and they account for 69%
of net revenue.
RB people are at the heart of the company’s success. They have an intense drive for progress and
action and a desire to outperform wherever they focus, including in CSR where the company has
the most ambitious corporate responsibility program in the industry through its Carbon 20
initiative.
Headquartered in the United Kingdom, the company employs about 27,000 people worldwide,
with operations in over 60 countries and sales in almost 200 countries.

HEALTH HYGIENE HOME

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2.2 Reckitt Benckiser Bangladesh LTD:

Bangladesh is among the 60 countries where Reckitt Benckiser Plc. is continuing its
operation and its local subsidiary is named Reckitt Benckiser Bangladesh Limited (RBBL).
The current managing director of the company is Mr. Reazul Chowdhury.

The company has its own factory in Chittagong. Head office of RBBL was in Agrabad,
Chittagong until 2001. But from December 2001, Head Office has shifted in Gulshan, Dhaka
and from here its countrywide operations are being controlled. The products that are
marketed in Bangladesh are produced in Chittagong in the manufacturing section of the
company. RBBL produces/imports and markets eleven product lines in Bangladesh which
include Mortein, Harpic, Trix, Mr. Brasso, Dettol, Veet, Robinson’s Barley, Robin Liquid
Blue, Lizol, Airwick and Disprin. With a narrow product line RBBL is still a leader in certain
fields in which they operate and this particularly includes household products, pest repellents.
RBBL started its voyage and operation in this region on the 15th of April in 1961 under the
Companies Act, VII of 1913 as “Robinson’s Foods (Pakistan) Limited”. Robinson’s Barley
was the only product that the company introduced in the country. After the liberation in 1971,
under a special resolution on 24th August, 1972 the name of the company was changed to
“Robinson’s Foods (Bangladesh) Limited”. In 20th March, 1986 in an extra-ordinary general
meeting the name of the company was changed to Reckitt & Colman Bangladesh Limited.

Finally, after the merge with Benckiser, in accordance with parent company, the name of the
company was again changed to Reckitt Benckiser (Bangladesh) Limited, under an extra
ordinary general meeting that was held on November 09, 2000.

Till the year 2000, RBBL was going through a rough phase. The brands were stagnating with
no volume gains. However, under the leadership of Mr. Ata Safdar, the former Managing
Director of RBBL, through massive organizational restructuring and cost control measures,
the company has been able to turn around and now experiencing significant growth.

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3.1 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 its slogan of “Dettol protects against a

wide range of unseen germs, including bacteria and viruses”

3.2 Target market:

A target market is a group of customers that the business has decided to aim its marketing
efforts and ultimately its merchandise towards. A well-defined target market is the first
element to a marketing strategy. The target market and the marketing mix variables of
product, place(distribution), promotion and price are the four elements of a marketing
mix strategy that determine the success of a product in the marketplace.

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.

3.3 Market demographics (Geographic, demographics, behavioral factors):

The target markets analysis of Dettol soap is good.

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3.4 Geographic location:

Include almost all Urban; suburban; small town; and some rural areas of Bangladesh.

3.5 Demographics:

Gender Male; female mainly mothers

Age 18years to 55 years

3.6 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).

3.7 Psychographics:

Young housewives and mothers and those who cares about the health and wellbeing of her
family.

3.8 Market needs (Quality craftsmanship, innovative designs, customer

Services):

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.

3.9 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

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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.

3.10 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.

3.11 Market share analysis:

In our country under health soap segment there is two prominent brands are operating, Dettol
and Lifebuoy. At present Dettol Has gained maximum market share than lifebuoy. Savlon
soap is also striving hard to gain the market share. Mainly these three are the main players in
the health soap segment of our country.

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4.1

SWOT analysis of dettol soap:

Amplification of SWOT:

S Strength

W Weakness

O Opportunity

T Threat

SWOT may divide in two divisions:

1. Internal 2. External

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Strength Opportunity

weakness Threat

4.1.1 Strength:

The brand’s Germ-kill heritage (brown liquid) is seen as strong and adds on
trustworthiness
Excellent for treating skin irritations, cuts/bruises and seasonal applications

Brand comes from a reputable (old) company

Loyal following of ‘Original’

4.1.2 Weakness:

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

4.1.3 Opportunity:

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Leverage the powerful brand equity associated with the Dettol Brand to make Dettol Soap an
everyday use proposition. And their recent launch of Dettol re-energize soap will boost

up their sales and more focus on Dettol skincare soap will help them to develop its
image not only as anti-bacterial but also beauty soap.

4.1.4 Threats:

Other main players in the antibacterial soap category (Bactrol, savlon and lifebuoy)
have positioned their brands for everyday use against bacteria – Dettol soap positioning lacks
that desired everyday benefit and experience.

5.1 Competition analysis:

Here is a brief description about the antiseptic soap producing companies:

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.

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 Lifebuoy antiseptic soap:

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.

 Savlon antiseptic soap:

For bath time pleasure and protection from bacteria and also a stress less shower, ACI
Consumer Brands has Savlon Antiseptic Soap in three variants- Active, Mild and Fresh
Antiseptic soap. Savlon Antiseptic Soap delights its consumers through ensuring complete
family protection with these three different variants. Pack size is available in 75 gm and 100
gm of each variant.

 Bactrol:

A product of Kohinoor Chemicals Bangladesh limited. A high quality antibacterial soap made
of 100% vegetable fat. Specially formulated with TCC which 100% protect your family’s
health. It is also equally effective against body odor cuts and scratches and pimples. Bactrol
family Health soap keeps your family clean and protected.

5.2 Opportunity analysis:

Based on the competitive analysis, Reckitt Benckiser Has found out that there is 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.

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 Extensive market growth:

Market Penetration and Market Expansion.

Achieving High Gross Margins

High Customer Services and Satisfaction

New Product Development and Entrepreneurship.

5.3 Product offering:

Dettol soap has four variants available nationally – Dettol Original, Dettol Skincare, Dettol
Cool and the newly launched Dettol Re-energize. The new improved soap range bears the
recommendation from BPMPA – Bangladesh Private Medical Practitioners Association.

 Original soap:

New and Improved Dettol Original Soap (Bathing bar & body wash) is specially formulated
for everyday use. Dettol Original Soap is 10 times better at fighting germs compared to
ordinary soaps*. So give Dettol's trusted protection to the entire family. Available in two sizes
- 75g and 125g (bar), 250ml (body wash).

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 Skincare soap:

Dettol Skincare Soap (Bathing bar & body wash) offers the perfect balance between your
beauty and protection needs. Dettol Skincare Soap is formulated specifically to ensure that
you don't have to compromise on your beauty needs to get Dettol's trusted protection.
Available in two sizes - 75g and 125g (bar), 250ml (body wash).

 Cool soap:

Dettol Cool Soap (Bathing bar & body wash) is enriched with Menthol and delivers a cool
refreshing sensation to boost and energize your senses, in addition to providing the trusted
Dettol protection. Available in two sizes – 75g and 125g (bar), 250ml (body wash).

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 Re-energize soap:
With the freshness of oranges & Dettol's trusted protection from germs, New Dettol Re-
energize soap (Bathing bar & body wash) leaves you feeling health, fresh & re-energized
every day. Available in 75g (bar), 250ml (body wash).

5.4 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 Savlon and Lifebuoy which focuses on children.

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 Positioning in relation to product attribute:

The primary positioning of 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 possess. 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 (Savlon 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.

5.5 Pricing strategy:

Pricing of dettol soap:

Name of SKU DB Price Trade M. R. P.

(Unit) Price (Unit)
(Unit)
Dettol Soap - 75 gm Original 20.40 21.62 24.00
Dettol Soap - 125 gm Original 30.88 32.73 36.00
Dettol Soap - 75 gm (Skincare/Cool/Fresh) 21.25 22.52 25.00
Dettol Fresh Soap 125gm 25.73 27.27 30.00

 Discounts and allowances:

RB give a special trade offer on Dettol Soap during the summer season so as to push to
product into retail and an additional discount 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 price off on a purchase of three soap bars.

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5.6 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 (+50 all over
Bangladesh) they 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 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 or to small retailers / end-consumer which
is called modern trade and institutional channel ( Such as meena bazar, agora).

 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. Every available channel is utilized for maximum
distribution and coverage to all the hypermarkets, supermarkets, general stores, and medical
stores.
Reckitt Benckiser Bd. Ltd

Modern trade (Agora, Shopno, Meena

Distributors & Sub Bazar)
distributors

Retailers

Consumers

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5.7 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.

 Budget:

Dettol soap is a tk1 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.

 Advertising (TV channel):

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

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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
mothers of young children.

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
odor. Dettol soap spends around 60 % of the TV advertising budget on all channels with high
rating points like NTV, RTV, Boishakhi, Desh TV, Maasranga TV 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
odor.

 Media plan-radio:

The radio ad has been derived from the TVC with air time on all mainstream channels like
Radio foorti, Radio Today, Radio Amar etc.

 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

 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. 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

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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 metros. Their placement strategy is
mainly focused on:

Place Dettol Soap next to Life bouy

Equal or more facing than Life bouy.

Place between Lux & Lifebouy where Possible.

Build brand block wherever possible

5.8 Action programs:

Dettol is a popular brand .They has created 2 types of action plans.

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For its customers.

And for its distribution teams too.
Brand buliding Action Programs

 Action plan for customers’:

For the customers they have created four segment action plans. They have divided the
segment according to the seasonal needs:

All season plan.

Summer segment and free gifts.
Monsoon segment and free gifts.
Winter segment and free gifts.

 All season plan:

Over the year they promote Dettol original. They have focus on this soap equally in all season
over the year. It the main dettol soap and people use it very much. They give free soaps, soap
case.

 Summer segment and free gifts:

In this season they mainly focus on the reenergize soap- it’s the new product of dettol soap. It
gives you freshness of orange and trusted protection from germs. In this season they give free
soaps.

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 Monsoon segment and free gifts:

For the monsoon season focus on the dettol cool soaps. It gives you relief from the sticky hot
weather and gives you a fresh feel. In this season they give free soaps.

 Winter segment and free gifts:

Last for the winter season they have introduce the skincare dettol soaps. In the winter your
skin get ruff and the germs attack them easily. For protecting for this the skin care soap is the
best option. For this season also they give free soaps.

To influence the customers they try to create a image of product focusing on the timing of
ad’s of each products on particular basis of seasons.

5.8.1 Action plan for distribution teams:

 Dettol ‘Sahensaha’ Award:

For distributors (Regional):
70% Weighted on Target Achievement: On Volume delivery as per target

20% Weighted on Innovative Visibility: Creating differential high impact visibility &
activity in the market

10% Weighted on Shipment Phasing (Volume)

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Award:

Special a Trophy for the DB team

& the Honour of the ‘Sahensaha’
Winner to be awarded a Branded Gift

Incentive for DSR & deliverymen:

Criteria 1:

• Volume delivery as per target

• 3 month’s cumulative Target to be finalize before the launch of the event

Criteria : 2

• 25 Dettol Soap window/DSR in first month

• List of the window outlet to be submitted and verified

Incentive:

Mobile Phone Award for DSR’s

Cash Award (Tk. 1000) for Deliverymen

on 100% house target achievement

TSM award:

Criteria 1:

• Value delivery as per target

• 3 month’s cumulative Target to be finalize before the launch of the event

Award:

• Top 5 TSM of every month will get : Tk. 10,000.00

• Certificate from Mincom

• Special Award!

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 Dettol ‘BADSHA’:
For the price of dettol badsha:

Part 1: Target achievement

− On Volume delivery as per target

− 85% Weighted on Championship

Part 2: Contest on innovative visibility

− Innovative visibility; creating differential high impact visibility in the market

− Photographs/Videos of the activity to be shared

− Winner to be decided by Head of Sales/TMM

− 15% Weighted on Championship

Dettol ‘BADSHA’ award:

− TK. 20,000 cash award for the team leader

− Branded wrist watch for all members of the team

− Certificate from Management Committee.

 Brand buliding action programs:

RB knows your family means everything to you. You’ll do anything to keep them happy and
healthy. RB believes that health depends on the choices RB make every day at home, in our
community and beyond. That’s why RB has started a Mission for Health. Our mission is
fuelled by passion and backed by our expertise in disinfection, hygiene and first aid. From the
products RB make, to the education RB provide, and the causes RB champion.

 RB is inviting you to join our mission. A mission for health:

• Dettol has taken many initiatives and is going on a Mission to improve the health of
people of Bangladesh

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• It speaks of what Dettol does in such initiatives - New mum programs, Health
education in schools, disaster relief efforts…all part of our Mission for health

• So RB at Dettol says… ’when you use Dettol you are part of something bigger,

• So come join us in the Mission for health

 Dettol mobile clinic:

Concept: Dettol always cares about the mass population. As part of the Mission for
Health – a new journey also started to give health support for general people.

Objective: Establish Dettol as a brand which cares about its consumers and to reach
with the mission for health message to large population/geography

Activities:

The clinic: A Dettol branded vehicle with several task:

Mobile clinic for health Advise and basic check-up, carrying basic clinic setups - doctors
table, diagnostic bed with some basic instruments.

Portable bowls for washing hands – trial generation

Physician: BPMPA to provide Doctors in respective locations for a day for free medical
check-up. Agency will also carry a doctor as a back-up to ensure smooth operation of the
clinic.

 Mobile clinic activities:

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Announcement in the area (3 hours before the activity)

• Arrival of Mobile Clinic team

• Set-up in the middle of the residential/market area

• Mothers with kids will register

• Initial check-up for mother and child

• Weight scale, height scale, body temperature, apparent signs of ill health

• Free medical advice/ consultation with a female doctor (Gynae/ Child specialist)

• Trained nurses give the Dettol Health and Hygiene Talk to the mothers

 New mum sampling:

The key that initiates life on earth and creates the future generation – the campaign goes to
new moms when they are with their new born at hospitals.

The aim is to touch them at that very standing point of journey to motherhood to health and
hygiene with Dettol also starts simultaneously

The Dettol team will take photos of these baby’s along with their moms and they also give
them a gift hamper which includes different products and a booklet which describes different

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tips of hygiene. After few days photos will be distributed to them and these baby’s will be
called as “Dettol Baby”

5.9 Control:
Controlling and monitoring is very crucial for any company. Reckitt Benckiser Bangladesh
limited has followed different control mechanisms to monitor the performance of the
particular product. These are given below

Key performance indicators (KPIs):

Market share analysis:

Month on Month Marketing Department analyze the market share to determine the current
scenario of Dettol Soap. And if market share is on increase which means marketing plan is
doing well

Sales analysis:

There is a particular sales target for every product in every month so do Dettol soap. By
matching target vs. achievement higher management can easily determine the position of
Dettol soap whether everything is doing well or not

Financial results:

Financial results are very crucial because money is involved in every single activity. By
seeing the financial results company can easily find the implementation results.

Market research:

Market research is a continuing process in every industry. Sometimes third party is involved
in this activity. It will gather valuable information’s regarding customer satisfaction
competition product performance etc.

Marketing information systems:

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Reckitt Benckiser has a rich MIS system. There is a MIS officer who is responsible for
collecting information regarding every aspects of the product which would be very helpful to
see the progress of the marketing plan of Dettol soap.

CRM - New customers acquired, retention:

If the plan is good new customers will hop in and current one will become more loyal.
Customer Relationship management can really be helpful in this regard.

Brand awareness:

Brand awareness is a very tested controlling process; in completion of every quarter Reckitt
is conducting a brand awareness program to see the progress of the brand whether customers
are more aware than before regarding Dettol soap.

Profitability:

By seeing the overall profitability management can take decisions regarding any product if
the profitability is not good that means some measures must be taken in the form of more
promotions or introducing something new etc. Reckitt Benckiser is very much concerned
regarding this profitability issue. They set all the programs to ensure a smart profitability.

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6.1 Conclusion:

Dettol soap today is the market leader in the health soap segment of our country. Dettol – The
very name brings to mind a brand synonymous with health and hygiene. The tag line be
100% sure acts as a unique selling point for its soaps. It manages to gain the confidence of
consumers such that they are certain that by using Dettol soap they remain germ free totally.
Being usable for different kinds of skins Dettol can also be used safely during different
seasons without negative effect. Much other soap has this effect of inducing skin to peel off
during winters which is not the case with Dettol. For people with sensitive skin Dettol has
also introduced its variant Dettol Skincare. In our country peoples are very much concern
about the germs and health care that’s why they fully depends on Dettol with the belief that it
will keep them germ free. For keeping the promise RB has relentlessly work for ensuring
better quality and for more protection. Competition is very fierce in the soap market that’s
why marketing plans play a vital role for the success of the product. RB with its versatile
marketing policy striving hard to reach more and more customers for better growth of the
company as well as ensuring better protection for the people of Bangladesh. The current
introduction of Re-energize soap with the freshness of oranges will leave the customers
feeling healthy fresh and re energize everyday.

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Reference:

Book:

 Marketing Management/The Millennium Edition- Philip Kotler.

 Marketing Management/Eleventh (11th) Edition/ Philip Kotler

 Principles of Marketing Philip Kotler 11th Edition

 From annual Report of Reckitt Benckiser Bangladesh Ltd.- 2013

Internet:

 For dettolsoap.com
 ww.hutbazar.com/index

 www.dettolsoap.com/index.org.

 For Reckitt Benckiser Bangladesh Ltd.

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Appendix

Summer Advertisement:

Monsoon Advertisement:

Winter Advertisement:

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Healthy Families:

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