Dettols Brand Extensions: Analysis

Presented byAditya UtlaJacob MathewMahesh Rao P BRajat SrivastavaRitvik BharatSayan CSebin DevasiaSaswata BiswasDettol : Managing Brand Extension

Reckitt Benckiser PLCBritishmultinationalconsumer goodscompany World's largest producer of household cleaning products and a major producer of personalproducts and consumer healthcareOperations in around 60 countries and its products are sold in almost 200 countries.

Reckitt Benckiser India LimitedSubsidiary of Reckitt BenckiserEstablished in 1951Operation in 60 countries and sold 180 countriesContributed 4% global revenue of RB groupTurnover 3871 m pound and net profit of 586 m pounds

Product Portfolio

Summer advertisementMonsoon advertisementWinter advertisement

Current Advertising Pattern5Dettols Current Brand Extensions

What Dettol Meant to People

Safety care Knee scar HealthyGerm Free100% Sure First Aid Infection Smell

Brand identity Dettol brandBrand positioning Premium Antiseptic platformTrusted brandAC Nielsen surveyEconomic Times Brand Equity surveyBoth functional and emotional propositionFunctional proposition Antiseptic protection from germsEmotional proposition Mother careHistory of being used as an antiseptic Perceived strong on contact with skin, medicinal smell and colour

Dettol Soap SuccessInitially a failureMarket share in 1986 only .5%Positioned on Love and CareNot able to relate to hygiene and germ check image of DettolRelaunched as 100% germ fighterGrowing health and environment awareness among masses contributed to growth

Positioning of Dettol liquid soap in marketThe key differentiating factors HygienePriceFragranceFreshness

ComparisonPrice vs hygieneConsumers perceive Dettol high on hygiene along with Lifebuoy .In terms of pricing Dettol is closely grouped with Fem as a premium category

Fragrance vs HygieneDettol is considered moderately fragrant.Grouped with Lifebuoy and Liril in terms of fragrance

Fragrance vs PriceDettol is grouped together with Lifebuoy and Liril in terms of fragranceWhile it is priced more than both Liril and Lifebuoy

Freshness vs HygieneIn terms of fragrance Dettol is perceived to be high on freshness factor only trailing behind Lux as compared to other brandsWhile it scores high on hygiene

Perceptual MappingFreshness vs PriceDettol and Fem are perceived similar in terms of freshnessPriced higher than its closest rival Lifebuoy

Freshness vs FragranceDettol and Lifebuoy are similar in terms of fragrance as both are moderately Fragrant.Dettol scores low on Freshness as compared to Lifebuoy, Liril and Fa but higher than Lux and Fem

Dettol GoldBacked product with adequate marketing supportHigh brand visibility low product visibilityProduct Dettol gold floor cleaner not explicitly mentioned in the adMothers could not differentiate between Antiseptic liquid and floor cleanerSame brand for body use & floor cleaning use could have been unacceptable

Impact of brand extension

Which extensions should the company keep and which extensions should it delete from portfolio ?

Dettol Bar SoapDettol Talc

Dettol Citrus Fresh and Dettol Fresh Fragrance had market share of less than 1%Even though it had a pleasant fragrance, consumers believed it had its typical medicinal smellSales dip was 91 %

Liquid Soaps & Body Wash

Accept & Reject ListAcceptReject Soaps : Dettol original, skincare, coolSoaps: Dettol extra,Fresh fragnance,juniorTalc : noneTalc: AllLiquid Soaps: AllLiquid Soaps: NoneBodywash: AllBodywash: None** N.B. Already failed products or withdrawn from market:Plasters, shaving cream, mouthwash, floor cleaner

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