PRODUCED BY PRODUCED BY Prof SHAILESH KALE PROF SHAILESH KALE

DIRECTED BY ADITI PAI JAYA MALIWAR PRACHET SHETH SUDHEER WADHWA VINISHA PAREKH

Reckitt Benckiser India Ltd, priorly known as Reckitt & Coleman is a 51% subsidiary of Reckitt Benckiser Plc which started way back in 1934. Reckitt & Coleman India (RCI) was incorporated in 1951. Reckitt Benckiser, a U.K. based company launched various brands and products in the Indian market like DETTOL, HARPIC, CHERRY BLOSSOM, MORTEIN,LIZOL,ROBIN BLUE,DISPRIN.

BRAND EXTENSION-

Dettol - Market Share

100% % Market share 80% 60% 40% 20% 0% Antiseptic Soap Product Segments Liquid soap

De m a nd Fore ca s t : Pa s t & Fut ure 170 160 150 140 130 120 110 100 1999 2002 2003 2006 2009 2000 2001 2004 2005 2007 2008 Demand ( Rs in bn )

Years

% of survey 100% 20% 85% 72% 40% 60% 80% 0% Brand Awareness Preferred antiseptic Attributes Reason Brand Loyalty 56% Usage for other Dettol Products 74% 72%

Surv e y R e s ult

COMPETITIVE PRICING STRATEGY

Price 16 26 Soap Dettol Savlon Medimix Quantity Price Quantity Price Quantity 75g 16 75g 12 75g 125g 24.5 125g 17 125g Liquid Soap Dettol Fem Quantity Price Quantity 250ml 55 250ml Shaving Cream Dettol Old Spice Palmolive Quantity Price Quantity Price Quantity 30g 24.5 30g 19.5 30g 70g 37.5 70g 36 70g

Price 55

Price 22 37

Market penetration strategy

GOOD HEALTH BEGINS WITH HYGIENE

Range of Products Range of Products

Antibacterial Soap Antibacterial Soap

Liquid Handwash Liquid Handwash

Shaving Cream Shaving Cream

Band Aid Band --Aid

Inhibits bacteria 24 hrs

Resist germs to multiply ,cleanwash

Softens the skin for better shave,avoids bruises,rashes gives freshness Hoardings banners Hoardings banners ,mens saloon ,mens saloon magazines magazines

Heals wounds faster,water resistant,prevents further invention Banners,school Banners,school sportsevents sportsevents ,articles ,articles

Hotels,homes Hotels,homes hospitals & dispensary, hospitals & dispensary, print media print media

Hotels,theatres, Hotels,theatres, railways & educational railways & educational institutes institutes

TREND ANALYSIS OF RBIL

Tr end A naly sis of Past 5 y ears

64000 61000 58000 55000 52000 49000 46000 43000 40000 2000 2001 2002 Y ear s 2003 2004

Sales

SWOT ANALYSIS
OPPORTUNITIES Dettol Water Purifier due to increase in epidemics STRENGTHS Opportunity to capture the shaving cream segment SWOT ANALYSIS THREATS Competitive Pricing Attractive Packaging of competitor products Good Advertisements by competitors WEAKNESSES Poor marketing strategies for Dettol Shaving Cream & Dettol Talc Burning sensation of Antiseptic liquid

High market share of antiseptic liquid Brand loyalty Most trusted Brand High quality at affordable prices

What Next ? D - Guard

Diversification : Shaving Cream

WHAT NEXT ?

Cash Cow Star Product Antiseptic Liquid Soap & Liquid soap

t aaha i se R l Khuj

Problem

Proposition :

Itching Sensation
Benefit

Quick Relief and cooling effect throughout the day

Reason to Believe

Dettol is the most trusted and hygienic Product In India

The Selling Story.. No more BLACK MARKS with quick relief

Attractive Packaging

Incentive to dealers/ distributors Enter just before summers TV commercials telecasted especially during prime time Advertisements through Radio channels during morning and evening Outdoor media: billboards at railway stations, bus stops,BEST Buses,Trains

D D GUARD - - GUARD

ujli Se Kh aahat R

t aaha eR ujli S Kh

Dont Scratch the Itch Here s your wireless handsfree

Net WT. 25gms & 12gms * For external use only A PERFECT 12 HRS SOLUTION Greaseless , Non Staining & Odourless Cream Full Prescription Strength Relieves Itching and Burning Gives a cooling Effect

Facts And Figures

RBIL from its flagship brand Dettol achieves an annual

turnover of Rs.300cr plus

Out of RBIL s total turnover Dettol Antiseptic Liquid contributes 22% and Dettol soap about 10% According to the Economic Times Survey of Indias Most Trusted Brands,Dettol was rated fifth in the year 2001and first in 2002.

In the week of Tsunami disaster RBIL has made 2000 litres donations in kind and product donations such as : 20000 soaps Dettol Soaps Dettol Antiseptic liquid

Recommendations
Glass bottles to Plastic bottles Reduce burning sensation Aggressive marketing strategy for Dettol Shaving Cream Smaller size of Dettol Soaps to enable the traveling people to brand loyal. Improving the Dettol Band-aid quality. Need for Dettol Shaving Foam & Gel for younger Generation.