Dettol is an antiseptic brand that has been used in India since 1936. It is a market leader with 86% market share in home and personal care products. Dettol targets all family members and promotes a modern lifestyle focused on hygiene. Through campaigns like "Aapka Dettol Kya Karta Hai", Dettol has communicated the brand's excellence to customers in an emotional way and built strong customer devotion.

3. About Dettol
It has been in use since before 1936, when it was
used after surgery as an antiseptic
Dettol started its journey as the cuts and wounds
brand in the country. Over the years it has taken
over the role of protector from germs in
every situation.
Dettol has major presence in home and personal
care, surface care, fabric care, hygiene and
healthcare.
It is a brand which offers a set of rational and
emotional benefits to consumer, who therefore
perceives it as “Doctor Friend” for their families.

4. Segmentation
• Target group : Dettol is a product for
the whole family. Everyone from a kid to
the grandfather can use the antiseptic
liquid for various purposes.
• Lifestyle: Dettol hassegmented our
modern days lifestyle which is more
outdoors, unhygienic, and bacterial.

5. It had targeted both the brand and category users
with its “Aapka Dettol Kya Kya Karta Hai”
campaign – that showcased how brand users
across the country had formed their own special
bond with the brand – using it whenever and
wherever they felt a need for disinfection.

6. High Quality
Low Quality
High priceLow price
PERCEPTUAL MAPPING

7. MARKET SHARE
86%
8.10%
5.900%
DETTOL
SAVLON
OTHERS

8. Shifted its
ideology
from
focussing
on brand to
focussing
on
customer.
Dettol has
communicated
to the
customer
about the
excellence of
its product
and brand at
different steps
on emotional
as well as
rational route.
The brand
has
extremely
high
customer
devotion.

9. PROMOTIONALTOOLS
Television
Aapka Dettol
kya karta hai
campaign
Dettol
surakshit
parivar
Internet
Seasonal
discounts
and combos
100%
Attendance
awards
Situational
Advantages

10. DIVERSIFICATION

11.  THANK YOU 