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Presentation on Dettol

By- Anita Sharma

INTRODUCTION
Decision to launch, 1932, by the name of PCMX Was launched in 1933 in US as Dettol, the germicide Launched in India in 1936 Turnover: 1991- 30 Cr, 2007- 400 Cr

Vertical and Horizontal Extension

PRODUCT MIX

HANDWASH

PLASTER

SOAP

SHAVING CREAM

BODY WASH

LIQUID ANTISEPTIC

Dettol Hand Wash Original


200ml 250ml 1000ml

Dettol plaster

Dettol Soap Original


70gm 120gm

Dettol shaving cream Original

Dettol Body Wash

Dettol antiseptic liquid Dettol antiseptic liquid


50ml 200ml 500ml

Original

100gm

125ml

Skincare
200ml 250ml 1000ml

Skincare

Skincare

70gm 120gm

125ml

Sensitive
200ml 250ml 1000ml

Cool

70gm 120gm

Market Share
Dettol - Market Share
100%
% Market share

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

COMPETITIVE PRICING STRATEGY


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 16 26

Price 55

Price 22 37

PROMOTIONAL STRATEGIES OF DETTOL


Dettol Surakshit Parivar initiative on, Reckitt Benckiser will target new mothers, schools and hospitals in six metros - Delhi, Mumbai, Kolkata, Chennai, Bangalore and Hyderabad. The programme will mean getting in touch with 1.2 million new mothers, 300,000 students and 250 hospitals across the country

Reckitt Benckiser aims to target those who are most vulnerable to infections. Thus, new mothers will be presented with a vaccination chart with tips on how to keep the new-born and its surroundings germ-free, along with a free bottle of Dettol antiseptic.

Contd.
School students will be educated in the importance of washing their hands before eating.
The hospital programme will mean reaching out to hospitals and nursing homes where programmes will be conducted with nurses and staff to keep the environment germ-free. Health messages on first-aid and immunisation will also be displayed.

Way of Advertising
Print Media -Newspaper -Hoardings

Electronic Media -TV Commercial

THE SEGMENT Demographic Literate People Consumption depend upon family

Geographic Urban- High Consumption Rural- Low Consumption

The Targeting

They targeted first aid use in households in urban areas They are targeting literate people

Many hospitals and clinics use it for secondary purpose in semi-urban areas and small towns. Mothers use it for washing households clothes.

The Positioning

Tag line- Always Stay Protected

Dettol covers whole segments in terms of age, gender, and geographical area

Packaging green and white associated with Hospitals and clinics


Has 83% share in market

Competitors

In liquids In soaps In hand wash liquid

Have a healthy time and thank you