dettol
DESCRIPTION
TRANSCRIPT
By- Anita Sharma
Presentation on Dettol
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 LIQUIDANTISEPTIC
BODYWASHSOAPPLASTER SHAVING
CREAM
Original 200ml 250ml 1000ml
Skincare 200ml 250ml 1000ml
Sensitive 200ml 250ml 1000ml
Dettol plaster
Original 70gm 120gm
Skincare 70gm 120gm
Cool 70gm 120gm
Original
Skincare
125ml
125ml
Original
100gm
Dettolantisepticliquid
50ml 200ml 500ml
Dettol Hand Wash
Dettol Soap Dettol shaving cream
Dettol Body Wash
Dettol antiseptic liquid
Dettol - Market Share
0%
20%
40%
60%
80%
100%
Antiseptic Soap Liquid soapProduct Segments
% M
arke
t sh
are
Market Share
Price Quantity Price Quantity Price Quantity16 75g 16 75g 12 75g26 125g 24.5 125g 17 125g
Price Quantity Price Quantity55 250ml 55 250ml
Price Quantity Price Quantity Price Quantity22 30g 24.5 30g 19.5 30g37 70g 37.5 70g 36 70g
Dettol Old Spice Palmolive
Liquid SoapDettol Fem
Shaving Cream
Dettol Savlon MedimixSoap
COMPETITIVE PRICING STRATEGY
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 presentedwith 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 PeopleConsumption depend upon family
• Geographic Urban- High ConsumptionRural- 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