Dettol Case Study

By Team ROM

Brand Dettol-Journey

• Brand born in established in 1930• Owned by Reckitt Benckiser India Ltd• A legacy brand, it was launched in India in 1932.• Dettol has become the generic name for the

liquid antiseptic products category and enjoys 85% market share in the segment.

• The brand today is present in various segments such as soaps, hand wash, shaving creams and plasters.

Brand Dettol-Jurney

• Despite its first mover advantage, it did not become a household name.

• To create an impact, the company launched an aggressive advertising campaign in 1960.

• In a 10 years time, company reached at a MS of 40% in the urban household.

• Company’s slogan which came in 2000 did wonders “Dettol Be 100% Sure”

• Company was always retained it’s name as Anti Germ Protector.

MARKET DEMOGRAPHICSGEOGRAPHIC, DEMOGRAPHICS, BEHAVIORAL FACTORS)

• Geographic location– Include almost all Urban; suburban; small town; and some rural

areas of India.• Demographics

– Gender Male; female mainly mothers– Age 18years to 45 years

• Socioeconomic status– Mainly targeting middle class and upper middle class in urban

and sub-urban areas – primarily cities and surrounding areas.– Rural market penetration is limited and is primarily driven

through indirect channels (e.g.Wholesale)• Psychographics

– Young housewives and mothers who care about the health and well being of her family.

SWOT Analysis

• Strengths:– First Mover Advantage and a brand from old reputed company.– The brand’s Germ-kill is seen as strong and adds on

trustworthiness to Company.– Brand Strength & High mind and heart Share– Excellent for treating skin irritations, cuts/bruises and seasonal

applications

• Weakness:– Smell - strongly associated with hospitals– Is harsh on skin – makes skin dry– No awareness of variants– Weak Marketing & Brand Extension – Could not do packing change to keep a pace with the changing

world.

SWOT Analysis

• Opportunities:– To enter in a product which can help the strong brand

association.– To gain Market Share in Health Soap Bar with VFM variant.– Brand Repositioning, Line & Brand Extension.– Acquisitions.

• Threats:– Dependent on a lesser no of brands.– The major brand Dettol Antiseptic Liquid has lesser consumption

and has lower growth potential.– Health Bar- Dettol Regular Soap sale is stagnant. – Might loose connect with younger generation.– Savlon proved itself as better germ killer through lab test and also

offers good product features like no strong smell & no pain.

Brand Identity of Dettol

Product Portfolio

Today’s Situation

• Dettol Brand Knots as “Ruthless Germ Killer with Hospital Like Smell and Brownish Colour”

• Company has done Brand & Line Extension but got little success.

• In Bar & Liquid Hand Wash segment company’s products are perceived and bought by consumer on it’s brand Identity as Germ Killer but no association with care or beauty.

• Hence failed to get response on products which were designed to cater consumer’s cosmetic requirements.

RBIL introduced more than eight brand extensions from mouthwash to prickly heat talcum powder. Dettol plaster was laucnhed in 1993, Dettol Liquid soap in 1994, shaving cream in 1997, floor cleaner Dettol Gold in 2002 was test marketed.

A part from soaps other extensions of dettol were not sucessful and hardly any one remebered them.

Today’s Situation

Dettol Brand Repositioning

Packaging Change with Line & Brand Extension

Objective

Replicate Success Story of Dettol Anticeptic Liquide” by doing brand extension.

• To Reposition Brand “Dettol” from “Germ Killer” to “ Complete Care for Better Lifestyle” and gain market share in Bathing Bars & Cosmetics by leveraging it’s strength.

• Existing brand name can help in explore business opportunities that exists in brand extension.

• Avert risk of putting eggs in one basket.• To venture into newer segment that has higher

growth opportunities.

How Did We Get Here?

• Today, most of the brand with strong germ killer proposition has been doing well. – In Antiseptic Liquid it has > 90% MS.– Dettol Original Bar enjoys 7% market share although

it’s a very late entrant.– Dettol Liquid Hand was also enjoys 51% market

Share.

• Products which were positioned for care and cosmetic features could not do well.– Bar Variants like Cool & Silk Care. – While HUL’s Lux has 16% MS.

Available Options• Packing Change for all product with Prominent

visibility of Company’s Logo.• Dettol will be mother Brand. Launching product

range with the name Dettol Natural. • The name creates an image of softness which is

different from its original image.• Can launch sub brand under mother brand.• All the soap except the original Dettol soap will be

launched with the name of Dettol Natural.

Available Options• Packing Change of products which gives more

cosmetic look to the product. • This will help in de linking of strong association of

mother brand(germ protection)• Mother Brand’s trust factor will help sub brand in

establishing themselves.• Can launch various product like face cream, body

lotion, bodywash etc. Bodywash will certainly help as this will be launched for the luxury segment thus it will help in creating an image of the brand.

Communication Strategy

• Dettol Natural “Complete care for better lifestyle”• To create an image in customers mind that this is Brand

which will not only keep you safe from germs but is soft on your skin.

• Preferred dettol as every day use solution for whole family.

• Pitch Dettol natural as the Brand of today’s youth.• Better experience(feel on skin)• Associating some one like Sania Mirza with brand which

communicates that the product not only saves us from germ but it takes care of the skin too.

Communication channel

• TV-family show & children channel.

• Print media in news paper etc.

• Radio

• Hoardings will also be used where ever it would be required.

Promotion Strategy• Promotional activity at schools & college

• Celebrating mothers day in big way to develop strong attachment of dettol with care & protection.

• Maul Activation to create a brand image in the mind of customers.

• Preferred dettol as every day use solution for whole family

Promotion Strategy

• Protection against unseen germs & virus

• Better experience(feel on skin)

Pricing strategy

• Pricing will be at par with the competitions premium product.

• This will help in creating an image that this is the best product available to the customer.

• Concentration on creating awareness about the brand initially.

• This will help in purchasing decision

Distribution strategy

• Use modern retail as targeted segments are middle & higher middle class.

• Direct distribution for large user like hotel chain.

• Existing distribution channel.

• Scheme for retailers to buy a basket of products.

New Product Introduction-Baby diapers

• Product is in line with dettol strong points of germ protection

• Use be 100%sure platform

• Decision maker is mother who is already using dettol soap

New Product Introduction-Baby diapers

• Use existing distribution channel

• Pricing will be at per with market leader

New Product Introduction-Baby diapers

• Pricing will be just below competitions premium product

• This will help in purchasing decision