dettol
TRANSCRIPT
ABOUT DETTOL
Dettol Antiseptic Liquid Disinfectant is the name of commercial liquid and solid antiseptic products belonging to a household product line manufactured by Reckitt Benckiser.The traditional liquid product is a light yellow color, but becomes milky white when diluted in water. This diluted mixture can be used to clean cuts etc.
The active ingredient which defines its unique antiseptic property is an aromatic chemical compound known as chloroxylenol (C8H9ClO). This makes up 4.8% of Dettol's total mixture, with the rest composed of pine oil, isopropanol, castor oil soap, caramel, and water. Because several of the ingredients are insoluble in water, Dettol produces a white emulsion of oil droplets when diluted during use.
Diluted Dettol can also be used to treat acne in small quantities, but it must not come into contact with eyes, mouth, or nasal passage.[3] Its topical application is a remedy for boils (skin abscess).Like other household cleaners, Dettol is poisonous and should not be ingested. In an extreme case, a forty-two-year-old English man died from Dettol overexposure in May 2007.[4]. The company ran a controversial advertising campaign where they claimed that your toilet seat was cleaner than kitchen work surfaces; they were forced to withdraw the campaign
Dettol Antiseptic Liquid Disinfectant is the name of commercial liquid and solid antiseptic products belonging to a household product line manufactured by Reckitt Benckiser.
The traditional liquid product is a light yellow colour, but becomes milky white when diluted in water. This diluted mixture can be used to clean cuts etc.
The active ingredient which defines its unique antiseptic property is an aromatic chemical compound known as chloroxylenol (C8H9ClO). This makes up 4.8% of Dettol's total mixture,[1][2]
with the rest composed of pine oil, isopropanol, castor oil soap, caramel, and water. Because several of the ingredients are insoluble in water, Dettol produces a white emulsion of oil droplets when diluted during use.
Diluted Dettol can also be used to treat acne in small quantities, but it must not come into contact with eyes, mouth, or nasal passage.[3] Its topical application is a remedy for boils (skin abscess).
Like other household cleaners, Dettol is poisonous and should not be ingested. In an extreme case, a forty-two-year-old English man died from Dettol overexposure in May 2007.]. The company ran a controversial advertising campaign where they claimed that your toilet seat was cleaner than kitchen work surfaces; they were forced to withdraw the campaign.
Market share of dettol
Soaps have been the biggest growth driver for the 76-year old brand When Chander Mohan Sethi announced last Friday that Dettol, the 76-year old iconic brand from Reckitt Benckiser, is well on its way to achieving a turnover of Rs 1,000 crore much before the year-end, no one was surprised. For, the brand has been clocking a double-digit growth even at a time when most others, including market leader Hindustan Unilever, have been losing market share.The brand’s revenues were pegged at Rs 900 crore in July 2009, according to A C Nielsen data. So the Rs 1,000 crore milestones will be achieved anytime now, says Sethi, Reckitt’s chairman and managing director (India) and regional director (South Asia).
Dettol has been able to command a premium because of the consumers’ preference for a brand that has never deviated from its health platform, says Arvind Singhal, chairman, Technopak Advisors.Others agree and attribute multiple reasons for Dettol’s growth – consistent positioning, stable pricing, careful brand extensions and smaller packs. “It is amazing to see how brand Dettol has been built over the last so many years with a message that is relevant even today. They have almost become a generic category in health,” says Singhal.
The packaging of all its products is distinct in their own way. The green and white colours and the sword have become symbols for fighting germs and infections, reinforcing the brand’s positioning as a bodyguard which protects people from the unhygienic world outside.
Dettol has successfully extended germ protection -- the USP of its flagship product, the antiseptic liquid -- to soaps, hand washes and shaving cream, too. “It has been able to guard the brand message and not let the brand occupy any other position in the consumer's mind,” points out Singhal. Other brands, he feels, have tried to jump on to the bandwagon of health, but have had shorter lives because of the lack of such a focus.Soaps, launched in 1981, have been the biggest growth driver accounting for around 75 per cent of the total revenue. Soaps have seen a growth of 100-basis points in less than a year (from a market share of 6.5 per cent, it has inched up to 7.7 per cent) in a Rs 7,500 crore market that is growing 8 to 9 per cent in value and 2 to 3 per cent in volumes. It also helped that the two market leaders from HUL's stables – Lifebuoy and Lux – have been steadily losing market share over the last year, according to AC Nielsen's April-May, 2009 report.Up next could be herbal soaps from Dettol, which it is testing in Tamil Nadu. Its range of body washes, which is presently retailed through modern trade and large format stores, could also undergo a rejig and launched on a larger scale.
The health platform has worked in other brand extensions as well. For example, liquid hand wash. Despite retailing at a higher price than competitors such as Fem and Lifebuoy, Dettol has maintained a lead in this segment with a 60 per cent market share in the Rs 100 crore market. The brand is the leader (85 per cent share) with its nearest competitor, Johnson & Johnson's Savlon, not being able to make much headway.
Not all brands balancing on the healthy plank have managed to get such success. Lifebuoy, also aligned with the hygiene and germ relief promise, trails behind Dettol in the liquid hand wash category. “Unlike many brands, which at some point in their life cycles, have become less
contemporary, Dettol has remained fresh through packaging changes and communication,” points out Singhal.
According to TAM data, Dettol’s brand communication had 60 per cent share of voice (percentage of Gross Rating Points generated by the category) over the last seven months, 100 per cent in liquid antiseptics and 13-14 per cent in soaps. Its communication has been carefully different for urban, semi-urban and rural. Sethi wants to do more and is planning to increase advertising spends by 30 per cent.
The biggest challenge has been low consumer awareness on hygiene, prompting Dettol to take the education route. So one-fifth of the ad spends go into non-mass media in smaller towns like wall-painting, dealer boards and vans with products and awareness literature. Dettol's communication has involved taking the message of preventing diseases through maintaining hygiene to the grassroots. It visits schools, hospitals, housing societies and takes the help of doctors to tell audiences the basics of hygiene. The brand is also endorsed by the Indian Medical Association.
“We have reached over a million new mothers through our Surakshit Parivar programme,” says Sethi. The programme educated them about hygiene issues and handed them kits with Dettol products. Besides the rural programmes, “smaller pack sizes have also seen distribution shoot up by 25 per cent and volume sales by 35 per cent in markets such as Bihar, Orissa and Madhya Pradesh,” says Sethi.
Origination
In 1929, Hull-based manufacturer, Albert Reckitt, of Reckitt & Sons Ltd., began research into developing an antiseptic disinfectant along with Bacteriologist, Dr. W.C. Reynolds. Together they developed Dettol Antiseptic Disinfectant Liquid.
Brand management
DETTOL- BE 100% SURE Dettol completes 75 years of protecting families from illness causing germs .
INTRODUCTION • Reckitt Benckiser (India) Limited, formerly known as Reckitt & Colman (India) Ltd is one of the • fastest growing consumer goods companies in South Asia. In India, it has many brands namely - • Dettol, Harpic, Mortein, Lizol, Cherry Blossom, Vanish, Easy Off Bang, Veet, Colin, Disprin, • Strepsils, Clearasil and others. It has major presence in home and personal care, surface care, • fabric care, pest control and healthcare. The Company has operations in 60 countries, sales in 180 • and employs 22,000 people around the world. Globally Reckitt Benckiser plc is headquartered in
HISTORY Dettol, the iconic brand from Reckitt Benckiser. Dettol is Rs 300 crore brands of Reckitt and Benckiser formerly. It is launched in 1933 in India; Dettol has gained the trust of millions of Indians It has been consistently voted as one of the 'Most trusted brands' of India. Dettol completes 75 years of protecting families from illness causing germs. The brand has celebrated platinum jubilee in 2008
PRODUCTS UNDER BRAND APPROVEED BY INDIAN MEDICAL ASSOCIATION
DETTOL-ANTISEPTIC LIQUID • Antiseptic Liquid: Dettol Antiseptic Liquid is a proven safe and effective antiseptic that kills various bacteria and provides protection against germs which can cause infection and illness. It has more than 83% market share. • It can be used safely for gentle antiseptic wound cleansing and disinfecting. • Available in a wide range of sizes from 50 ml to 500 ml. For detailed usage instructions see back label of product. • The brand is currently running a campaign highlighting the efficiency and the multi-uses of the product.
USES OF DETTOL • Antiseptic Liquid • Dettol Antiseptic Liquid is a product, which has many uses for protecting your family from germs: • Use with mopping water to disinfect floors completely • Use in washing laundry to disinfect your clothes • For first aid and personal care uses, Dettol Antiseptic Liquid must always be used diluted with water. • Available in a wide range of sizes from 50ml to 5 litre. For detailed usage instructions see back label of product.
GROWTH OF DETTOL BRAND Dettol had to expand the usage beyond cuts and bruises. Hence Reckitt and Coleman unleashed a campaign aiming to expand the usage of the brand to an all purpose antiseptic that can be used for shaving, rinsing, and as a general disinfectant. Interestingly this multi-usage of Dettol Antiseptic Liquid paved the way for the next generation of Dettol. Since the antiseptic lotion market was stagnant Reckitt wanted to leverage the brand to other categories. Dettol saw over these years plenty of brand extensions. The first launch was the soap in 1990's. The initial launch was unsuccessful because the brand moved from core value of protection to love and care.
COMPETITOR FOR DETTOL From its launch to 1980's the brand had a dream run with virtually no competitors. Having no competition is a problem, the growth will be stagnant. Later on savlon introduced antiseptic liquid , which didn’t succeed like dettol DETTOL SAVLON • Dettol have always been • Savlon introduced as first positioned as a 100% germ aid solution. fighter with germ fighting • t is commonly used for and protection as the core treatment of mild scarring, value. some mild burns, cuts and bruises as well as skin healing treatment for spots
ADVERTISING STRATEGY Starting then and till now Dettol advertising has celebrated the role of a mother in protecting her family. Because 'If she doesn't take care of them who will?'
MARKET SHARE others 7% savlon dettol 10% 83%
DETTOL SURAKSHIT PARIVAR Dettol has launched Dettol Surakshit Parivar, a nationwide campaign, in association with the Indian Medical Association (IMA). The objective of this campaign is to generate awareness that good hygiene practices are essential to reduce the risk of infections, particularly for those who are most vulnerable to illness such as infants and children. The Programme is being undertaken at three different levels - New Mother Programme, School Handwash Programme and Hospital Programme. Spread across Delhi, Mumbai, Kolkata, Chennai, Bangalore and Hyderabad, it targets new Mother's, school children and the general public. New Mother Programme not missed a single day at school are given \"Dettol 100% Attendance Award\" to further encourage them to follow good hygiene
Success factor
• First to enter the market . • Product diversification • Customer loyalty • Continious innovation • Over the years of the original Dettol Antiseptic Liquid, even as Dettol’s product bouquet has grown, the trusted protection has remained the same. With its distinct smell, color and sting, it evokes an emotional bond in millions of hearts – it’s Dettol, it’s working! • Dettol advertising starting in 1960s has centered on educating consumers on the need for protection from germs, while offering solutions to manage the problem of germs wherever and whenever they may occur.
How does brand appeal to consumer
Without any path-breaking changes in its brand proposition, this brand has had a virtual free run and rivals don’t stand a chance. savreen gadhoke quizzes Dettol’s mentor on the hows & whys Dettol is a sure shot contender for the honour. After all, a bottle or tube of Dettol is found in (almost) every Indian home (especially those that boast a few naughty kids!). Benckiser (India). Launched in India in 1933, Dettol was quick to become a product relevant to the cleaner-than- thou lives of Indians. It is indeed difficult to find an Indian household that does not use Dettol in their day to day chores of bathing, cleaning, shaving, hand-wash, soaps, antiseptic for cuts, mopping for floors... the list has almost acquired endless proportionsIn fact, it has even changed its tagline from ‘Strong enough to protect the ones we love’ to ‘Dettol, Be 100% Sure.’ Asserts Sethi, “The present slogan reflects the trust consumers have in Dettol. They know when they use Dettol, they can be 100% sure of getting superior germ protection for their family’s health and wellbeing.” No doubt, Dettol is the market leader in the antiseptic liquid category, but there have been times when Dettol has felt the heat of competition too. The first instance was when Savlon came to India in 1997 and challenged Dettol.
Sushant Panda, Director, New Delhi, Euro RSCG (agency which has created and conceptualised the campaign), avers, “There has been a change in the stance of the communication, which has now become more consumer-centric and evocative.” Panda goes on to add that “In the last one year, Dettol has upped the scale on relevance and performance.” And the campaign has done wonders for the brand as market estimates reveal that the sales of the product has gone up by close to 25% post this campaignNot only has Dettol revamped its entire strategies over the last one year, it has also indulged in various below the line activities. For instance, Dettol celebrated Mother’s Day, by creating a special TV commercial with children thanking their mothers for all the love and protection they get all through the year. On a serious note, Dettol also donated Hygiene Packs to ‘Save the Children’ – a leading global NGO to flood affected states of West Bengal, Assam, Orissa and Bihar. Apart from this, Dettol also has tie-ups with numerous hospitals and medical care facilities.
From rinsing a new born’s nappy to mopping your house every morning; from applying it to a child’s bruises to adding drops in ones shaving water; Dettol has found a usage at every life-stage. This way brand appeals to me and my family as it assures me germ protection and same way to all the customers globally.
Brand Update : Dettol (a strategy to appeal consumers globally)Dettol celebrated its 75 years of existence in 2008. This highly popular antiseptic brand has come a long way since 1933. After a plethora of extensions and experiments, this brand is still ruling the Indian market as the most preferred antiseptic lotion and also as a premium soap.
The brand celebrated its 75 years by reinforcing the germ killing positioning and the tagline " Be 100% sure ". The brand is currently running a campaign highlighting the efficiency and the multi-uses of the product.
In marketing theory , it is taught that one of the strategy for a brand which has reached the maturity stage of PLC is to find new uses for the product. The Dettol brand is currently in the process of discovering those new uses for the product. When the consumer uses the product for different purposes, the sales naturally increases.
The best way to find the new uses for the product is to ask the consumers. Dettol did just that. It ran a series of promotions asking consumers to tell the company , how they used Dettol
AddvertisementWatch the commercial lhere :Dettol new usersThe brand asked the consumers to contact them and tell the company on the multiple uses of the product and thus gained lot of insights into the various uses of the brand.
The brand later came out with a series of campaign highlighting the various uses of this antiseptic. Dettol now taken the platform of a multi-use antiseptic which can be used during bath, to clean wounds, to sterilize clothes, floor etc.
Although homemakers has been using Dettol for all these, the company has now taken these uses as a part of the core product. The brand is trying to break the image of Dettol as an antiseptic which is used for cleaning wounds.Along with this initiative, the brand also reinforced its commitment towards hygiene. The brand has selected hygiene as the core brand value and theme which it will fight for.
In 2008, the brand conducted a study which showed that 78% of frequently touched surfaces in a household is highly contaminated. The brand then conducted a series of awareness campaign to promote better hygiene using Dettol.
Using hygiene as the major theme, Dettol is trying to increase the usage of the product among the households. Because of the excellent brand equity, Dettol is in a position to ride this wave.
Regarding the distribution, recently I wanted to buy this brand from my nearest grocery store but was surprised to find that the product was not stocked there. He told me that Dettol is available only in medical shops. A major super market is also not stocking this brand. I am not sure whether Dettol has stopped selling through OTC . If it is so, then the brand is in for trouble.
Brand Repositioning is changing the positioning of a brand. A particular positioning statement may not work with a brand.
For instance, Dettol toilet soap was positioned as a beauty soap initially. This was not in line with its core values. Dettol, the parent brand (anti-septic liquid) was known for its ability to heal cuts and gashes. The extension's 'beauty' positioning was not in tune with the parent’s “germ-kill” positioning. The soap, therefore, had to be repositioned as a “germ-kill” soap (“bath for grimy occasions'') and it fared extremely well after repositioning. Here, the soap had to be repositioned for image mismatch. There are several other reasons for repositioning. Often falling or stagnant sales is responsible for repositioning exercises.
It is not always that these nine categories are mutually exclusive. Often one reason leads to the other and a brand is repositioned sometimes for a multiplicity of reasons.
Marketing strategies of dettol globaly
3rd November 2009 - London. TNS Research International today announced the top 10 most motivating ads of 2009 to date. Dettol tops the rankings with its antibacterial spray ad emphasising the benefits of protecting against bacteria. This is closely followed by nostalgic brands Kelloggs and Walkers with its ad featuring Gary Lineker and Cat Deeley. The rankings are below:
1st Dettol Surface Antibacterial Spray
2nd Walkers Gary's Cycle Ride
3rd Kellogg’s Free Cornflakes
4th iPhone 3G Mobile Phone/ O2
5th Tesco Hot Air Balloon Pick Up
6th Premier Inn Psycho Nightmare
7th Morrisons The Search for Fresh Fish
8th comparethemarket.com Aleksander & Sergei
9th Currys Fridge Freezer Recycling
10th Jacob's Cream Crackers Your Way
“An increased awareness of protecting yourself and your family against germs, caused by the recent publicity of swine flu and E. coli breakouts, is likely to have contributed highly to the success of the Dettol ad,” said Paul Baker, Head of Mercury at TNS Research International. “We know that the more an ad emotionally connects with a consumer, the more likely they are to purchase the product or service. In the ad Dettol addresses a problem that a lot of people feel very strongly about and therefore connects with people at a fundamentally emotive level.”
Mercury, TNS Research International’s early warning ad tool, tested more than 200 advertisements across the period of April to September 2009, from a number of different categories. Using a straightforward set of questions, it is able to determine not only whether the consumer was drawn in by the ad, but far more importantly: how it positions the brand emotionally, and essentially
whether consumers are likely to go on to purchase this product or service, i.e. Whether they are “motivated” or not.
Paul continued. “A brand’s emotional connection with a consumer plays a huge part in motivating them to buy a product. It is one thing to have an ad that people enjoy, but if you’re not addressing a need or feeling, it is less likely they will turn that enjoyment into a purchase. As our table shows, this can be achieved in any category, even insurance and fridges!
As we move towards the end of year and we see brands moving into their festive campaigns, Mercury will continue to evaluate consumers’ motivation levels to the latest ads. The final top 10 league tables for 2009 will be released in early January and it will be interesting to see if anyone can knock Dettol off the top spot.”
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Annexure
Symbol of dettol
packaging
Packaging snap shot
