Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
HOME
21%
HYGIENE
38%
DETTOL
As the world's leading brand of antiseptics and a
trusted champion of family health, Dettol products
offer a high standard of germ kill and are
recommended by healthcare professionals for their
proven ability to keep families healthy.
The brand has stayed contemporary through the
launch of new products and offered consumers a
breadth of products across categories that can help
protect them from germs.
These include bar soaps, hand sanitizers, liquid hand
washes, shower gels and antibacterial wipes.
PRODUCTS UNDER DETTOL
ANTI SEPTIC LIQUID:
Oldest and most popular
Product by dettol.
Chloroxylenol None
Caramel None
Core Benefit: Dettol Liquid acts as an Antiseptic
Solution to consumers for hygienic purposes.
Geographic Pricing
Premium Pricing
Market Share
Dettol Dettol
Dettol
Savlon Savlon
Savlon
Suthol Suthol
Suthol
Seasonal 100%
Internet discounts Attendance
and combos awards
Situational
Advantages
Internet Promotion
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
Self-Service- Packaging helps the buyer to buy the product
individually without the help of any one.
Consumer Affluence- A good consumer who is ready to pay a
good amount for a product is easily attracted by the packing
style.
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.
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 objectives
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. E.g. Directions to use mentioned on all Dettol products.
CHANNELS OF DISTRIBUTION
DETTOL ANTISEPTIC
RECKITT BENCKISER
Reckitt benckiser india ltd (RBIL) is a fully owned
subsidiary of reckitt benckiser plc., Worlds no.1
company in household cleaning.
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 wellknown 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.
PRODUCT
Dettol antiseptic liquid is a product, which has
many uses for protecting against germs. Used
with mopping water to disinfect floors
completely . Used in washing laundry to
disinfect clothes. For first aid and personal
care uses. Available in a wide range of sizes
from 50ml to 5 litre.
DISTRIBUTION PROCESS
4. RETAILER :
RETAILER It is an important link as its effectiveness will only benefit the other
links above it to survive in the competitive market. It is the final link where
companies effective marketing strategy will decide the demand and will make
the public aware of its existing product as retailers are medium for product
display. They have a profit margin of 7-8% over dettol.
5. CUSTOMERS:
Finally customers can buy dettol products from these retail shops or from
local grocery and medical stores.
SUGGESTIONS