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Here is a brand that needs no introduction. The flagship brand of Reckitt Benckiser, Dettol has soothed the nerves of many a harried mothers and guardians for decades. In fact, such is its popularity that Dettol has almost become a generic name in the category of antiseptic lotions. Though competitor Savlons entry made a dent in their monopoly, yet Dettol clearly remains the market leader. To cash in on its brand equity, Reckitt Benckiser has launched various extensions of the brand, each revolving around the basic Dettol forte viz. germ protection Dettol Sensitive Liquid Hand (enriched with glycerine), Dettol Cool Soap (with menthol) and Dettol Body Wash (in the new modern format of a shower gel), to name a few. The brands new summer campaign (on air from May 20) is also a hit. Chander Mohan Sethi, Chairman and MD, Reckitt Benckiser India, says, Dettols strategy over 200607 has been all about innovation and delivering better solutions to our customers, while highlighting the need for germ protection in their lives. No guesses then, as to why this brand has gone up by 3 notches to sit perched at Rank 52 in the current year.
In shaving cream, it has 30 per cent share in a Rs 200 crore market. Meanwhile, its original product, Dettol liquid antiseptics, is logging 20 per cent growth in a Rs 150-crore market. The brand is the leader (85 per cent share) with its nearest competitor, Johnson & Johnson's Savlon, not being able to make much headway. Not all brands balancing on the healthy plank have managed to get such success. Lifebuoy, also aligned with the hygiene and germ relief promise, trails behind Dettol in the liquid hand wash category. Unlike many brands, which at some point in their life cycles, have become less contemporary, Dettol has remained fresh through packaging changes and communication, points out Singhal. According to TAM data, Dettols brand communication had 60 per cent share of voice (percentage of Gross Rating Points generated by the category) over the last seven months, 100 per cent in liquid antiseptics and 13-14 per cent in soaps. Its communication has been carefully different for urban, semi-urban and rural. Sethi wants to do more and is planning to increase advertising spends by 30 per cent. The biggest challenge has been low consumer awareness on hygiene, prompting Dettol to take the education route. So one-fifth of the ad spends go into non-mass media in smaller towns like wall-painting, dealer boards and vans with products and awareness literature. Dettol's communication has involved taking the message of preventing diseases through maintaining hygiene to the grassroots. It visits schools, hospitals, housing societies and takes the help of doctors to tell audiences the basics of hygiene. The brand is also endorsed by the Indian Medical Association. We have reached over a million new mothers through our Surakshit Parivar programme, says Sethi. The programme educated them about hygiene issues and handed them kits with Dettol products. Besides the rural programmes, smaller pack sizes have also seen distribution shoot up by 25 per cent and volume sales by 35 per cent in markets such as Bihar, Orissa and Madhya Pradesh, says Sethi.