Presented by

Arkadeep Mitra

Reckitt Benckiser India Ltd(RBIL)

It is a British multinational consumer goods
company headquartered in Slough, United
Kingdom.
Launched in the UK in 1933 as a specialized
antiseptic liquid.
It has operations in over 60 countries and its
products are sold in over 180 countries.
Well-known brands of RBIL are Dettol, Mortein,
Harpic, Cherry Blossom, Lizol, Disprin, Colin etc.

Products

Vertical and Horizontal Extension

PRODUCT MIX

HANDWASH

Dettol
Hand Wash
Original

PLASTER

Dettol
plaster

SOAP

Dettol Soap
Original

200ml
250ml
1000ml

Skincare
200ml
250ml
1000ml

Sensitive
200ml
250ml
1000ml

70gm
120gm

SHAVING
CREAM

BODY
WASH

LIQUID
ANTISEPTIC

Dettol shaving Dettol Body

cream
Wash
Original

100gm

Original

125ml

Dettol
antiseptic
liquid
50ml
200ml
500ml

Skincare

70gm
120gm

Cool

70gm
120gm

Skincare

125ml

Target Audience
Happiness mom ad 1

Middle class
Upper middle class
Young Mothers

Marcom Methodologies
TV
Star Plus
Zee TV
Sony

PRINT MEDIA
Times of
India
The Hindu
Hindustan
Times

RADIO
Radio Mirchi
Power FM
Radio One
Magazines
like Health
care

SOCIAL MEDIA
Facebook
Dettol page
Blogs
Fan pages

Media Budget

Star plus- Rs
129600000
Sony
entertainmentRs 129600000

TV

Radio
Radio Mirchi-Rs
300000

Healthcare- Rs
40000
Saheli- Rs 80000

Magazine

Emotional and Logical

Advertising Appeals
Advertisement 2

IMC CampaignsAdvertisement 3

100% MOM Contest

Mothers day ad 4

Mind Champions

Write a story

Win A Perfect Holiday

Demonstration
Activity
To educate consumers on
the benefits of Liquid Hand
wash
To create a positive image
about the product and its
USP
To initiate trials and sample
the products
To make visitor experience
the product. To push sales.

Outcome Of IMC Effort

Market Share

Outcome Of IMC Effort

Dettol became the 2nd best trusted brand in
2013

Central Marcom Theme

Ads for reference

AD1>
https://www.youtube.com/watch?v=j7_5yqoDEF
E
AD2>
https://www.youtube.com/watch?v=sdr0Sn461gc
AD3> https://www.youtube.com/watch?v=d35nzjpViM
AD4>
https://www.youtube.com/watch?v=WMk_BGiB1
sI