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75 years of dettol

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75 years of dettol ( Body Wash)

75 years of dettol ( Body Wash)


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  • 1. 75 Years of Dettol
  • 2. DETTOL Usage of the brand DETTOL gives rise to many emotions in the consumers’ minds. From making them feel safe and secure about the well‐being of their family to making the mother feel that she has done the best for her family, the brand evokes positive imageries and emotions. Thus, it is only fitting that the brand’s tagline says ‐ Be 100% Sure.
  • 3. Reckitt Benckiser India Ltd(RBIL) COMPANY BACKGROUND • Reckitt Benckiser India Ltd (RBIL) is a fully owned subsidiary of Reckitt Benckiser Plc., world’s No.1 Company in household cleaning • Reckitt Benckiser PLC is a British multinational consumer goods company headquartered in Slough, United Kingdom. • Formed in December 1999 from the merger of Reckitt & Colman PLC and Benckiser N.V. • It has operations in over 60 countries and its products are sold in over 180 countries. • Reckitt Benckiser is listed on the London Stock Exchange It had a market capitalisation of approximately £23.2 billion as of 23 December 2011, the 20th‐largest of any company with a primary listing on the London Stock Exchange.
  • 4. Cont. • RBIL,manufactures and markets a wide range of products in Personal care, Pest control, Shoe care, Antiseptics, Surface care, Fabric care and other categories. • Well‐known brands of RBIL are Dettol, Mortein, Harpic, Cherry Blossom, Lizol, Disprin, Robin powder, Colin etc. • Most of these brands are either number 1 or number 2 in their respective categories in India.
  • 5. Vertical and Horizontal Extension PRODUCT MIX HANDWASH  Dettol Hand Wash Original 200ml  250ml  1000ml  Skincare 200ml  250ml  1000ml  Sensitive 200ml  250ml  1000ml  PLASTER  Dettol plaster SHAVING CREAM SOAP  Dettol Soap Original   70gm 120gm  Dettol shaving cream Original  100gm BODY WASH  LIQUID ANTISEPTIC Dettol Body Wash Original  125ml Dettol antiseptic liquid 50ml 200ml  500ml  Skincare 70gm  120gm  Cool   70gm 120gm Skincare  125ml 
  • 6. Dettol Body Wash • Dettol body wash was launched in 2005 for further penetration into related categories and progression into the urban market. • The Body Wash market is a small but fast growing category. Its category size was Rs. 16 Crores in 2007. For the last 3 years, the CAGR has been near 30% • The current user profile of Body Wash is upper SECs who reside mainly in Metros. The user profile currently also has a slight female skew and the association of the product usage is with feelings of indulgence and ‘pampering oneself’. The category is considered ‘premium’ due to its high priced products. • Given the size of the market, the support behind the category has been overall at a rather low level. • The overall penetration in India is a meagre 1%. However, trends in other semideveloped markets show that shower gels clearly the body-wash market of the future. In many developed countries, use of soap is changed to body wash format (almost to 50%).
  • 7. 4 Variants in Body Wash • Extreme Body Wash : Dettol Skincare products introduces all New Dettol Original Body wash is specially formulated for everyday use. Dettol Original Body wash formula is 10 times better at fighting germs compared to ordinary soaps. So give Dettol's trusted protection to the entire family. • Aqua Body Wash : Dettol Skincare Body wash offers the perfect balance between your beauty and personal hygiene needs. Dettol Skincare Body wash is formulated specifically to ensure that you don't have to compromise on your beauty needs to get Dettol's trusted protection. • Nourishing Body Wash :Dettol Skincare products introduces all New Dettol Nourishing Body wash is specially formulated with Natural essence for everyday use. Dettol Nourishing Body wash is formulated specifically to ensure that you don't have to compromise on your nourishment to get Dettol's trusted protection • Soothing Body Wash : Dettol Skincare products introduces all New Dettol Soothing Body wash is specially formulated with Natural essence for everyday use. Dettol Soothing Body wash is formulated specifically to ensure that you don't have to compromise on your nourishment to get Dettol's trusted protection
  • 8. Extreme Body wash Nourishing Body wash Aqua Body wash Soothing Body wash
  • 9. SWOT Strength Weakness Opportunity Threats
  • 10. Competition • Lux: It launched the MTV range – Friday Night Fever and ran spots on MTV • Palmolive: It has launched the ‘Spa’ range with two variants – Thermal and Firming • Dove: Has picked up in the body wash market and launched a new product in 2007
  • 11. Body wash Market - India
  • 12. Dettol Body Wash-Targeting • Targeted 6 major metros • Mass Marketing • Targeted at mainly Man and Women from ( 18 to 40 ). Dettol launched its campaign in May’07 ‘Pleasure for the Senses, Protection for the Body’. Currently, Dettol Body Wash is distributed by the company in the top six metros and in the self-service stores only.
  • 13. PROMOTION PROMOTIONAL TOOL
  • 14. TV Commercial
  • 15. Social Media/Internet
  • 16. Print AD
  • 17. COMPETITIVE PRICING STRATEGY • Not competing against DOVE • Targeted mainly into middle & lower price category • Targeting the peripheral price segments
  • 18. THANKING YOU