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Presentation on Dettol




           By- Anita Sharma
INTRODUCTION
• Decision to launch, 1932, by the name of
  PCMX
• Was launched in 1933 in US as Dettol, the
  germicide
• Launched in India in 1936
• Turnover: 1991- 30 Cr, 2007- 400 Cr
Vertical and
Horizontal
extension
PRODUCT MIX




                                                       SHAVING               BODY                 LIQUID
HANDWASH          PLASTER            SOAP
                                                        CREAM                WASH               ANTISEPTIC

    Dettol        
                      Dettol    
                                    Dettol Soap    
                                                       Dettol shaving   
                                                                            Dettol Body     
                                                                                                 Dettol antiseptic
    Hand Wash         plaster                          cream                Wash                liquid

     Original                        Original            Original             Original             Dettol
                                           70gm
                                                                                                   antiseptic
         200ml
                                       
                                                         
                                                              100gm            
                                                                                    125ml          liquid
       
         250ml
                                       
                                           120gm
       
         1000ml                                                                                      
                                                                                                       50ml
                                                                                                     
                                                                                                       200ml
     Skincare                        Skincare                                 Skincare               
                                                                                                       500ml
       
         200ml
                                       
                                            70gm                                
                                                                                    125ml
       
         250ml
                                       
                                           120gm
       
         1000ml

     Sensitive                        Cool
       
         200ml
                                       
                                           70gm
       
         250ml
                                       
                                           120gm
       
         1000ml
Market sHare

                          Det t ol - Mar k et Shar e
            100%
                 80%
% Market share



                 60%
                 40%
                 20%
                 0%
                       Antiseptic         Soap       Liquid soap
                                    Product Segments
COMPETITIVE PRICING STRATEGY
                             Soap
         Dettol             Savlon            Medimix
Price       Quantity Price     Quantity Price     Quantity
    16          75g      16        75g      12       75g
    26          125g    24.5      125g      17      125g
                         Liquid Soap
         Dettol              Fem
Price       Quantity Price     Quantity
    55        250ml      55      250ml
                       Shaving Cream
         Dettol           Old Spice          Palmolive
Price       Quantity Price     Quantity Price     Quantity
    22          30g     24.5       30g     19.5      30g
    37          70g     37.5       70g      36       70g
PROMOTIONAL STRATEGIES OF
                              DETTOL
Dettol Surakshit Parivar initiative on, Reckitt Benckiser will target new
mothers, schools and hospitals in six metros - Delhi, Mumbai, Kolkata,
Chennai, Bangalore and Hyderabad.

The programme will mean getting in touch with 1.2 million
new mothers, 300,000 students and 250 hospitals across
the country


Reckitt Benckiser aims to target those who are most
vulnerable to infections. Thus, new mothers will be presented
with a vaccination chart with tips on how to keep the new-born and its
surroundings germ-free, along with a free bottle of Dettol antiseptic.
Contd.
School students will be educated in the
importance of washing their hands before eating.


The hospital programme will mean reaching out to hospitals
 and nursing homes where programmes will be conducted
 with nurses and staff to keep the environment germ-free.
 Health messages on first-aid and immunisation will also be
displayed.
Way of adVertising

  Print Media
-Newspaper
-Hoardings


  electronic Media
-TV Commercial
THE SEGMENT


  Demographic –
Literate People
Consumption depend upon family

•
 Geographic
Urban- High Consumption
Rural- Low Consumption
The Targeting

    They targeted first aid use in households in
    urban areas


    They are targeting literate people    





    Many hospitals and clinics use it for
    secondary purpose in semi-urban areas
    and small towns.


    Mothers use it for washing households
    clothes.
The Positioning

    Tag line- “Always Stay Protected”


    Dettol covers whole segments in terms of
    age, gender, and geographical area  





    Packaging “green and white” associated
    with Hospitals and clinics


    Has 83% share in market
Competitors

    In liquids


    In soaps


    In hand wash liquid
HaVe a HealtHy tiMe



and tHank you

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Dettol

  • 1. Presentation on Dettol By- Anita Sharma
  • 2. INTRODUCTION • Decision to launch, 1932, by the name of PCMX • Was launched in 1933 in US as Dettol, the germicide • Launched in India in 1936 • Turnover: 1991- 30 Cr, 2007- 400 Cr
  • 4. PRODUCT MIX SHAVING BODY LIQUID HANDWASH PLASTER SOAP CREAM WASH ANTISEPTIC  Dettol  Dettol  Dettol Soap  Dettol shaving  Dettol Body  Dettol antiseptic Hand Wash plaster cream Wash liquid Original Original Original Original Dettol 70gm antiseptic 200ml    100gm  125ml liquid  250ml  120gm  1000ml  50ml  200ml Skincare Skincare Skincare  500ml  200ml  70gm  125ml  250ml  120gm  1000ml Sensitive Cool  200ml  70gm  250ml  120gm  1000ml
  • 5. Market sHare Det t ol - Mar k et Shar e 100% 80% % Market share 60% 40% 20% 0% Antiseptic Soap Liquid soap Product Segments
  • 6. COMPETITIVE PRICING STRATEGY Soap Dettol Savlon Medimix Price Quantity Price Quantity Price Quantity 16 75g 16 75g 12 75g 26 125g 24.5 125g 17 125g Liquid Soap Dettol Fem Price Quantity Price Quantity 55 250ml 55 250ml Shaving Cream Dettol Old Spice Palmolive Price Quantity Price Quantity Price Quantity 22 30g 24.5 30g 19.5 30g 37 70g 37.5 70g 36 70g
  • 7. PROMOTIONAL STRATEGIES OF DETTOL Dettol Surakshit Parivar initiative on, Reckitt Benckiser will target new mothers, schools and hospitals in six metros - Delhi, Mumbai, Kolkata, Chennai, Bangalore and Hyderabad. The programme will mean getting in touch with 1.2 million new mothers, 300,000 students and 250 hospitals across the country Reckitt Benckiser aims to target those who are most vulnerable to infections. Thus, new mothers will be presented with a vaccination chart with tips on how to keep the new-born and its surroundings germ-free, along with a free bottle of Dettol antiseptic.
  • 8. Contd. School students will be educated in the importance of washing their hands before eating. The hospital programme will mean reaching out to hospitals and nursing homes where programmes will be conducted with nurses and staff to keep the environment germ-free. Health messages on first-aid and immunisation will also be displayed.
  • 9. Way of adVertising  Print Media -Newspaper -Hoardings  electronic Media -TV Commercial
  • 10. THE SEGMENT  Demographic – Literate People Consumption depend upon family • Geographic Urban- High Consumption Rural- Low Consumption
  • 11. The Targeting  They targeted first aid use in households in urban areas  They are targeting literate people   Many hospitals and clinics use it for secondary purpose in semi-urban areas and small towns.  Mothers use it for washing households clothes.
  • 12. The Positioning  Tag line- “Always Stay Protected”  Dettol covers whole segments in terms of age, gender, and geographical area   Packaging “green and white” associated with Hospitals and clinics  Has 83% share in market
  • 13. Competitors  In liquids  In soaps  In hand wash liquid
  • 14. HaVe a HealtHy tiMe  and tHank you

Editor's Notes

  1. INTRODUCTION
  2. INTRODUCTION
  3. INTRODUCTION
  4. INTRODUCTION
  5. INTRODUCTION