2 INTRODUCTION Dettol is a brand of Reckitt Benckiser and has stood for its trusted production in India since 1930.The brand is endorsed by the Indian Medical Association and has been voted among India's Most Trusted Brand in recent years.Reckitt Benckiser (India) Limited, formerly known as Reckitt & Colman of India Limited, has many brands in India, namely "Dettol, Veet, Harpic, Mortein, Robin Blue, Cherry, Lizol, Colin, Dispirin, Brasso, Mansion and others
3 Market Penetration Strategy Range of ProductsAntibacterial SoapHotels , homes ,hospitals & dispensary, print media.Liquid handwashHotels , theatres, railways & Educational institutes.Shaving creamsHoardings , banners, men’s saloon ,magazines.Band-aidBanners,school sportsevents, articles.
4 TARGET MARKETThe target market for soap is all households (primarily mothers) who want to fulfill an everyday need that provides them and their family with a 100% anti -bacterial solution – complete protection from all germs/ bacteria and cleanliness from dirt / grime.Mainly targeting middle class and upper middle class in urban and sub-urban areas – metro cities and surrounding areas. Rural market penetration is limited and is primarily driven through indirect channels (e.g. Wholesale)target market for soap is all households (primarily mothers) who an everyday need that provides them and their family with a 100% anti-bacterial solution – complete protection from all germs/ bacteria and cleanliness from dirt / grime.Mainly targeting middle class and upper middle class in urban and sub-urban areas – metro cities and surrounding areas. Rural market penetration is limited and is primarily driven through indirect channels (e.g. Wholesale)
5 Repositioning against competitors Lifebuoy is the majorcompetitor of dettol at themoment.Reckitt Benckiser hasdecided to reposition Dettol — its highest selling brand — from just premium to themass segment as well.Dettol liquid handwash has beenrolled out in all three variants — original, skincare and sensitive.Dettol soap, too, has been introduced in a smaller SKU of 35 gm priced at Rs 6.
6 PRODUCTS UNDER BRAND APPROVEED BY INDIAN MEDICAL ASSOCIATION APPROVEED BY INDIAN MEDICAL ASSOCIATION
7 PRODUCT STRATEGY CONVENIENCE GOODS It is an essential good vis-à-vis it’s target market, which is all households (primarily mothers) who can afford buying soap and who want to fulfill an everyday need (primarily bathing) that provides them and their family with a 100% anti-bacterial solution – complete protection from all germs/ bacteria and cleanliness from dirt / grime.Product mixThe five variants provide an ideal product mix in terms of consumer needs i.e. Original with Dettol Solution, Skincare with moisturizer, Active with active cleaning agent, fresh with fresh scent and Sensitive for sensitive skin. A new launch of Dettol Herbal Soap, which takes the tally of soaps to six variants.Unique Proposition that Dettol Herbal Soap has to offer is:“The fundamental idea is that ordinary beauty soaps only offer aspects of beauty but what healthy skin requires is both freedom from germs and the use of natural extracts; something only offered by Dettol Herbal Soap which provides not only Maximum Protection from germs but also contains Aloe Vera, Avocado oil and botanical extracts.”Product line extension and usesThe product is used primarily for showering / bathing but is also used for hand washing. A product line extension is Dettol Hand wash which is also available under the Dettol Brand.
8 Pricing strategy Price v/s non price competition Price v/s non price competitionDettol soap is priced at retail price of Rs (115 gms) and Rs (70 gms) which is at a premium of Rs 3 and Rs. 2 to its competition (Safeguard and Lifebuoy).Discounts and allowancesRB give a special trade offer on Dettol Soap of 2% during the summer season so as to push to product into retail and an additional discount of 4 % to wholesalers to maximize improved distribution when demand (consumer pull) is maximum.In addition, for the months of June to August –special consumer promotion pack of three Dettol Soaps (in one package) with a Rs. 19 price off on a purchase of three soap bars.Geographic pricing strategyDettol soap followsuniform delivering pricing (the same delivering price quoted to all buyers regardless of their location)
9 MARKETING COMMUNICATION METHODOLOGIES Television is the primary medium for advertising for Dettol soapWhen it comes to advertising, DETTOL prefers TV because of their philosophy that; “HEALTH AND HYGIENE ALWAYS COMES FIRST.” Thus TV is the best media, as you can show how Dettol soap keeps you hygienically clean and protected and gives you daylong protection from body odour.The next priority of DETTOL SOAP is Print media. with the launch of any new Dettol product e.g new soaps etc appear in almost all the leading newspapers around the countryCONSUMER PROMOTIONDettol soap also provides additional support by giving away various consumer promotions to provide the consumer with the extra value benefit. The consumer promotion introduced by Dettol soap was that on a purchase of three soaps the consumer will get a saving of Rs 19. The consumer promotion is as under.
10 Safety First Aid Care Usage of Dettol Infection 100% secure Germ free HealthySmell
11 Success factor of Dettol First to enter into marketof antiseptic liquid.Product diversificationCustomer loyaltyContinious InovationDettol advertising started in early 1960s has centered on educating the customer on the need for protection from germs, while offering solutions to manage the problem of germs, whenever and wherever they may occur.