Presentation on Dettol

1. 75 Years of Dettol

2. DETTOL
Usage of the brand DETTOL gives rise to many em
otions in the consumers’ minds. From making the
m feel safe and secure about the well‐being of the
ir family to making the mother feel that she has d
one the best for her family, the brand evokes posi
tive imageries and emotions. Thus, it is only fittin
g 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 Benc
kiser Plc., world’s No.1 Company in household cleaning
• Reckitt Benckiser PLC is a British multinational consumer goods company h
eadquartered in Slough, United Kingdom.
• Formed in December 1999 from the merger of Reckitt & Colman PLC and B
enckiser 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 ca
pitalisation of approximately £23.2 billion as of 23 December 2011, the 20t
h-largest of any company with a primary listing on the London Stock Excha
nge.

4. Extreme Body was
h
Aqua Body wash
Nourishing Body wash Soothing Body wash

5. SWOT
Strength Weakness
Opportunity Threats

6. 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 – Therma
l and Firming
• Dove: Has picked up in the body wash market and launched a new pr
oduct in 2007

7. 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 Sense
s, Protection for the Body’. Currently, Dettol is distributed by t
he company in the top six metros and in the self-service stores
only.

8. PROMOTION
PROMOTIONAL TOOL

9. Social Media/Internet

10. Print AD

11. Exclusive outlet: An exclusive branded show room concept with
emergency first aid centre across tier 2 and 3 towns .Other Reckitt
products can also find place. A kind of cause related marketing. It also
can be a channel partner managed outlet.
Tie ups : Tie up with others giving firstaid facilities like in amusement
parks, in-car first aid kits. Visibility will increase the mind share further.
Specialty Advertising can be the future…max coverage and low cost
Suggestions

12. THANKING YOU