group8 (dettol)

7/24/2019 Group8 (Dettol)

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DETTOL

Avinash Baxla (14PGP009)

Alongbar Brahma (14PGP065)

an!""# $%mar ah% (14PGP11&)'i!i# $o#hari (14PGP10)

Tann"g% D**+ar,o%r# (14E00)

having,r"am

An#is"-#i,li.%i/s

OAP


2/18

Company Background

Bran/ o 2",3i## B"n,3is"r n/ia L#/

2",3i## B"n,3is"r n/ia L#/ (2BL) is a %ll on"/ s%bsi/iar o 2",3i## B"n,3is"rPl,

7orl/*s 8o1 om-an in ho%s"hol/ ,l"aning

Th" ,om-an has o-"ra#ions in 60 ,o%n#ri"s: sal"s in 1;0 ,o%n#ri"s an/ has ha/n"# r"v"n%"s in "x,"ss o 3non bran/s ar" D"##ol: ?or#"in: +ar-i,: h"rrBlossom: Li@ol: Dis-rin: 2obin -o/"r: olin: "#,


3/18

Dettol Be 100% Sure

D"##ol as irs# %s"/ in $ ma#"rni# hos-i#als in #h" "arl 190s: shor#l

in 19: i#h #h" "n/ors"m"n# o m"/i,al -ro"ssion: i# as la%n,h"/ #o#h" g"n"ral -%bli,

La%n,h"/ in 19 in n/ia in #h" An#is"-#i, li.%i/ orm as a #r"a#m"n# or,%#s an/ o%n/s

An ,oni, Bran/ o 2",3i## B"n,3is"r

onsis#"n#l vo#"/ as #h" ?os# Tr%s#"/ Bran/ in n/ia: ,%rr"n#l ran3"/

4;#h

Th" Bran/ ,om-l"#"/ 9 "ars o -ro#",#ing amili"s rom illn"ss ,a%singg"rms r","n#l


4/18

DettolBe100%Sure

D"##ol s#ar#"/ i#s !o%rn" as #h" ,%#s an/ o%n/s bran/ in #h" ,o%n#r:

ov"r #h" "ars i# has #a3"n ov"r #h" rol" o -ro#",#or rom g"rms in"v"r si#%a#ion

D"##ol has ma!or -r"s"n," in hom" an/ -"rsonal ,ar": s%ra," ,ar":abri, ,ar": hgi"n" an/ h"al#h,ar"

# is a bran/ hi,h o"rs a s"# o ra#ional an/ "mo#ional b"n"i#s #o,ons%m"r: ho #h"r"or" -"r,"iv"s i# as CDo,#or =ri"n/ or #h"ir amili"s

%rr"n#l i# is a 900,ror" 2%-"" Bran/

A--rov"/ b n/ian ?"/i,al Asso,ia#ion


5/18

BRAND (DETTOL) ELEMENTS

Th"r" ar" mainl s"v"n bran/ "l"m"n#s ar" #h"r"1 Bran/ 8am"

& logo mbol F or/ or igh#ing g"rms an/ in",#ion

hara,#"r F mo#h"r> son /%o F amil -ro#",#ion

4 logans F B" 100 s%r"5 Hingl"s >

6 Pa,3aging F hi#" an/ gr""n: Amb"r gol/ -ro/%,#

?ar3"#"rs ar" %sing #h"s" "l"m"n#s: no# all: in mix#%r"a,,or/ing #o #h"ir -ro/%,#s


6/18

Characteristics of Brand Dettol

Smell

The Logo

Tagline

Clouding Effect

Ambergol/ ,olo%r

Dettol! "ac#aging

Cons%m"rs r",ogni@" #h" sm"ll: "no%gh #o r""r #oa m"/i,inall ,l"an room as IDettol li#e !mell*

Th" Gr""n an/ 7hi#" ,olors ar" asso,ia#"/ i#hhos-i#als

+as 7O2DJ a smbol origh#ing g"rms an/ in",#ion

B" $%%&s%r"

Tha# a--"ars h"na//"/ #o a#"r

olor asso,ia#ion


7/18

What Dettol is to People?

a"#

,ar"

$n"" s,ar

+"al#h

G"rm =r""

100 %r"

=irs# Ai/

n",#ion

m"ll


8/18

Brand Perception

Consumers see Dettol as an e!pert"# as

something $hich is eecti&e and &ersatileand guarantees protection from germs

FThe brands versatility stems from multiple uses ofthe antiseptic liquid which oers protection in so

many dierent forms. 'sage of the (rand gi&es rise to many

emotions in the consumers" minds)

F Mother son duo, reinforcement of that feeling

and attachmentF For maing the mother feel that she has done the

best for her family, the brand evoes positiveimageries and emotions

F !Maa mane dettol a dhula" recent theme of T#$


9/18

%mm"ra/v"r#is"m"n#

?onsoona/v"r#is"m"n#

7in#"ra/v"r#is"m"n#


10/18

*arket +he Bar soap market

Th" Bar oa- ?ar3"# in n/ia is or#h mor" #han 2s 6550

ror"s

7i#h a 100 -"n"#ra#ion: #h" soa- mar3"# hasb""n vol%m"#ri,all s#agnan# in #h" las# " "ars

Th" mar3"# ,an b" ,lassii"/ in#o abo%# #"n /i"r"n# a--"alss%,h as B"a%#: +"al#h: =airn"ss: =r"shn"ss: +"rbal "#,

B"a%# mar3"# (5&)

+"al#h ,a#"gor (&)


11/18

Dettol Soap

D"##ol oa- as la%n,h"/ in n/ia in #h" "arl ;0s

Th" la%n,h as bas"/ on ,ons%m"r ""/ba,3 onD"##ol An#is"-#i, Li.%i/:

in," man ,ons%m"rs %s"/ D"##ol in #h"ir ba#h

a#"r: #h" ,om-an #ho%gh# o o"ring D"##ol in amor" ,onv"ni"n# orm o soa-

La%n,h"/ soa- D"##ol Original i#h limi#"/ a,,"-#an," rom

a%/i"n," %n#il i#s -osi#ioning ,hang"/


12/18

,&olution of the Bar soap

Al#ho%gh D"##ol soa- as 3non or i#s #ra/"mar3 ragran,": i# as b"ing r"!",#"/

b som" ,ons%m"rs as a r"g%lar ba#hing soa-

Posi#ioning o D"##ol as r"g%lar ba#hing soa- or o,,asion li3" s"a#: h"a#: /ir#: "#,

'arian#s "r" la%n,h"/ 3""-ing in min/ #h" /riving a,#ors an/ m"as%r"s or ar"g%lar ba#hing soa-: li3" ragran,": mois#%ri@"/ so# s3in: "#,

La%n,h o D"##ol 3in,ar" soa- in Han%ar &004 # o"r"/ -ro#",#ion i#h mois#%ri@"rs #o no%rish s3in

D"##ol ool also la%n,h"/ i#h m"n#hol #o h"l- ""l r"r"sh"/ an/r"vi#ali@"/

D"##ol also an#"/ #o main#ain a in" balan," b"#""n ,osm"#i, an/ #h"ra-"%#i,m"/i,a#"/ -osi#ion


13/18

2">la%n,h o D"##ol* a/v"r#is"m"n# ,li,3"/ i#h #h" ,ons%m"r

al"s r"a,#"/ v"r -osi#iv"l an/ also gr" "ar a#"r "ar omm%ni,a#ion as r"n""/ -"rio/i,all #o 3""- #h" in#"r"s# o #h"

,%s#om"rsAno#h"r si#%a#ion as #h" high %sag" o D"##ol /%ring s%mm"r an/ monsoon s"asons onl

am-aign as la%n,h"/ #o "n,o%rag" %s"rs #o %s" D"##ol "v"r/a

"asonal hoo3s F %mm"r: ?onsoon an/ 7in#"r as %s"/ #o "s#ablishg"rm r"l"van,"

D"##ol soa- sal"s s%rg"/ i#h #h" n" a/


14/18

h##-JKKinal>"ar-ro!",#s,o,,

Product ,!tension strategyGOOD HEALTH BEGINS WITH HYGIENE


15/18

*arketStructure

ProductCategory

*arket Share *arket -alue Competitors

%ettol&ntiseptic'iquid

().* + - crores /avlon/uthol

%ettol /oap

0ar

1.2+ 3** crores 'u4

5odre6/antoor/avlom

%ettol 'iquid7andwash

*+ 3 crore 'ifebuoy8almolive

Fem/avlon

%ettol0odywash

1+ 3 crores 'u4 0odywash8almolive%ove


16/18

*arketing Strategies


17/18

%ierent $ampaigns

ni#ial "ars as via m"/i,al /"#ailing ma#"rial: -rin#

a/v"r#is"m"n# in -o-%lar -r"ss an/ m"/i,al !o%rnals

This as ollo"/ b T' a/v"r#is"m"n#s ,"n#"r"/

on irs# ai/ a--li,a#ion or man "ars

n "arl &00;: #h" bran/*s ,omm%ni,a#ion #oo3 ano#h"r s#"-

orar/ i#h i#s Aapka Dettol Kya Kya Karta Hai campaign

Other camapigns - Suraskhit parivar , healthy habbits,Maa maane ettol ka hula


18/18

T'AN O*

group8 (dettol)

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