PRODUCED BY

DIRECTED BY
Prof SHAILESH KALE

SUNIL PANDEY

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

% Market share

Demand Forecast : Past & Future 170 160 150 140 130 120 110 100

Demand ( Rs in bn )

1999

2000

2001

2002

2003

2004

2005

2006

2007

2008

Years

2009

% of survey
100% 20% 85% 72% 40% 60% 80% 0%

Brand Awareness Preferred antiseptic

Attributes

Survey Result

74%

Reason

72%

Brand Loyalty
56%

Usage for other Dettol Products

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

Market penetration strategy

GOOD HEALTH BEGINS WITH HYGIENE

Range of Products

Antibacterial Soap

Liquid Handwash

Shaving Cream

Band - Aid

Inhibits bacteria 24 hrs

Resist germs to multiply ,cleanwash

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

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

Hotels,homes hospitals & dispensary, print media

Hotels,theatres, railways & educational institutes

TREND ANALYSIS OF RBIL

Trend Analysis of Past 5 years

64000 61000 58000 55000 52000 49000 46000 43000 40000 2000 2001 2002 Years 2003 2004

Sales

SWOT ANALYSIS
OPPORTUNITIES
Dettol Water Purifier due to increase in epidemics

STRENGTHS

Opportunity to capture the shaving cream segment

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

THREATS Competitive Pricing Attractive Packaging of competitor products Good Advertisements by competitors

Poor marketing strategies for Dettol Shaving Cream & Dettol Talc Burning sensation of Antiseptic liquid

What Next ? D - Guard

Diversification : Shaving Cream

WHAT NEXT ?

Cash Cow Star Product Antiseptic Liquid Soap & Liquid soap

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
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 donations in kind and product donations such as : Dettol Antiseptic liquid Dettol Soaps
2000 litres

20000 soaps

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.