Dettol case- featured by NDTV Profit.

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Presented as part of the Dettol Case Study Contest launched by Reckitt Benckiser and MDI-Gurgaon in Nov, 2008.
This proposal stood 3rd nationally and was featured by NDTV Profit.
Team comprised myself and Vaishali Bajaj, Marketing students of Institute of Management Technology, Ghaziabad

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  • Limited relevance of core proposition “protection from germs”Reach limited as well as ineffective thrust would lead to low ROI. Need to create pull
  • If included do mention that brand for me has to built n also how mayb pleasant fragrance can be compromised a little..giving diet coke or sugarfree sweets analogy.
  • DO MENTION THAT SPECIALISED RANGE IS ACCEPTABLE COZ THE ESSENCE HAS BEEN ESTABLISHED BY THEN AND ALSO THE BRNAD PERSONALITY IS THAT OF AN EXPERT/ VERSATILE/ TRUST/ BODYGAURD.
  • Dettol MRP/ml is .20 and lifebuoy is .16
  • Region wise data on soaps
  • Dettol case- featured by NDTV Profit.

    1. 1. Objectives  Future of Brand Dettol- What should be its brand vision?  Double Dettol’s overall share from 6.7 %* in FY ’07-’08 to 13.4 % in FY ‘11 ** in the combined market  Making Dettol from a INR 452 Cr to INR 1095 Cr brand by FY 2011  Identifying thrust areas for covering the (INR 360 Cr) in projected growth for Dettol  Optimising marketing spends *Everywhere market share is in value terms unless otherwise stated. ** The market share data is given till 2007 and the brand team formulated the 3 year plan to double the market share (MS) in September 2008. SO, the MS in Q2’08 is assumed to be the same at end of FY’07 and the 3 year point is taken from Sept’08. Hence, the target is to be achieved by FY ’11-12
    2. 2. Impediments When your strength is your weakness Relevance of Germ Kill • Need not felt for everyday contexts • Benefits due to being germ free not appreciated Strong Anti-Germ Image • Difficult to move into segments like personal care (beauty )with a germ killer image Challenge Making Dettol relevant for consumers in each category without diluting its equity
    3. 3. Our Brand vision “Committed to protecting and enhancing the well being for a purer hence better you” Protection from germs Complete Purification Enhanced living routed through protection A purer hence better you Protection from germs leads to PURITY Sustainable and real/ pure protection and enhancement in different contexts Realization of Brand Essence This essence can be extended into numerous Personal Care categories and protection contexts Functional dimension of the brand What’s the pay off
    4. 4. Market Analysis Soaps Antiseptic Hand-wash Body-wash Increase the pie Increase the circle Maintain share On Hold Size of the Business Category growth Rate 97% contribution to overall & 71 % to Dettol Dettol MS- 4.9% and growth rate @ 11% on a small base Highest MRP/gm Contribution- .25 84% MS High MRP/ml- .23 Dettol – Leader MS- 51% Lifebupy growing @ 225%. Category benefit of ultimate bathing experience indulgence. Small Size n contribution
    5. 5. CAGR FY 04-07 Health platform Beauty Platform Value growth 1% 5.8% Volume growth 5.6% 9% Challenges for Dettol CHALLENGE 1 Health platform unable to add new users and existing users trading up 0 500 1000 1500 2000 2500 3000 3500 DETTOL LIFEBUOY LUX SANTOOR Dealer Effectiveness-All India CHALLENGE 2 Lowest dealer effectiveness for Dettol CHALLENGE 3 Brand strengths of Dettol- Low rung drivers Brand weakness- Key drivers like pleasant fragrance/ brand for me;Trust and quality bring good news.
    6. 6. Current context ENHANCEMENT TRANSFORMATION Taut skin Enhancing skin proteins
    7. 7. ENVIRONMENT RELATED CONCERNS LIFESTYLE RELATED ISSUES SKIN PROBLEMS DUST SUNLIGHT POLLUTION GERMS DARK SPOTS BLEMISH PIMPLES WRINKLES LIFELESS/ DULL SKIN GREASY, OILY SKIN DRYNESS SKIN PROBLEMS ARE CAUSED BY A CONGLOMERATIONOFTHESETHREE ELEMENTS PRODUCTSUSUALLYADDRESSTHE SKIN PROBLEM AREA, HOWEVER, FEW MENTION THATTHEY CAN FIGHTTHE CAUSES OF SKIN PROBLEMS WORKING FROMTHE ROOT OFTHE PROBLEM SKIN TYPE Increasing relevance of germs ROOT CAUSE REWORKINGTHE CATEGORY DRIVERS?
    8. 8. The Dettol way – Pure hence better PROTECTION ENHANCEMENT Cannot gain enhancement and transformation without this Foundation for beauty Enhancement is desirable but true aspiration is transformation Need to feel good about oneself Skin must be problem free Skin must be noticeably soft & glowing Treatment, Prevention,Avoid escalation of problems Nourished,Cared for TRANSFORMATION True manifestation of beautiful skin Reverses the laws of nature & aging Recreation of skin Moving from germ protection + proposition to enhancement/transformati on routed through germ protection. Protection from germs Complete DETTOL protection Complete purification Refresh skin/ full of life Dettol Nourishment Range Dettol Specialist Range Purer and better
    9. 9. Clear Skin guard 2007 2008 2009 2010 2011 Dry skin guard Taut Skin guard Oil skin guard Positioning- Transformation from inside and outside (Purer you hence better you) Launch of Dettol Specialist Range The Journey Everyday Relevance Of Dettol- Seasonal hooks Re-Launch of Dettol Skincare- Dettol Nourishment Range Repositioning- purification hence nourishment (better) Re-Launch of Dettol Cool in multiple variants Repositioning- Purer hence fresher..(better)
    10. 10. Soaps: Financial Returns *Considering considering Top 4 Brands only ** Taking CAGR as that of soap category Core TG for Dettol Skincare Nourishment Range Core TG for Dettol Cool FreshnessSegment •Size of FreshnessSegment= 242.07 Cr in ‘09 •CAGR** =4.27% inValue •4% of FreshnessSegment in ‘09: 9.68Cr needed in year of launch Beauty Segment •Size of Beauty Segment= 4064.6 Cr in ‘09 •CAGR* of segment=8.94% inValue •3% of Beauty Segment in 09: 121.94 Cr needed in year of launch Core TG for Dettol Specialist Range Premium Segment •Size of Premium Segment= 30% by Value of Total Soap=1219.4Cr •1% of Premium Segment in ‘09: 13.39Cr needed in year of launch 2009 2010 Q2, 2009 FY 2009 FY 2010 FY 2011 DettolTotal soap 398.64 444.35 495.29 Re-launched SkincareVariant 121.94 195.10 312.17 Re-launched CoolVariant 8.00 15.00 25.50 Launch of Dettol Specialist range 0.00 0.00 13.39 Total Dettol soap 528.58 654.45 846.34 Dettol total growsYOY @ the current rate of 11.4%
    11. 11.  Category driver – Germ protection- POP  Dettol is at value disadvantage position (MRP/ml difference is .04)  The challenge is to make consumers pay a premium over Lifebuoy  Excessive reliance on MT- issues of visibility Be 100% sure100 times effective in killing germs Consumer decoding it as equal efficacy (In Depth Interviews) Challenges AbsoluteYearly Growth inValue(in Cr) FY 04-05 FY 05-06 FY 06-07 Dettol 2.18 5.15 8.66 Lifebuoy 1.11 2.82 7.8
    12. 12. Basic Germ Protection DettolLifebuoy Soaps Liquid Handwash Protection+ Dettol Kitchen Hand wash Dettol Skincare and Sensitive Dettol International Protection and Softness New usage context Creating pull to “move up” andVisibility in MT The Liquid HandWash Category Coming in Exciting Fragrances Consumers Shifting to L.H.W. Consumers shifting to Protection+ “don’t compromise on Dettol for 100% sure protection” Maintain Status Snapshot of our strategy
    13. 13. Dettol kitchen hand-wash  Insight  Kitchen offers a unique context for handwashing- before & after cooking/ after dishes  Inertia to go the bathroom to wash hands  Don’t want a toilet product to be kept in the kitchen  Proposition  Germ  Soft on hands that become rough because of kitchen chores  Removes kitchen odours from hands  Transparent/ modern bottle that makes the kitchen look glamorous  TPP (TG/Positioning/Promotion)  TG- Users of Dettol soap/liquid hand-wash in SEC A1/A2 HH  Positioning-Special caring protection when it is most important  Promotion- Limited/no ATL, Increase visibility in MT- POSM  Concept testing results  High on appeal/relevance & ITP in 250 ml @ Rs 60-65
    14. 14. LHW: Financial Returns Data used to calculate projected growth Dettol International •CoreTG:Targeting 39% of A1 which come underTop 1% HPI = 881,296 HH •12%Adoption Rate in ’09 would lead to meeting of targets after accounting for cannibalization due to Dettol LHW users trading up to International Range •Price: Rs 66 Dettol Kitchen liquid hand wash CoreTG:Targeting 26% of A1 and 28% of A2 which compriseTop 2.8% of HPI = 1,726,435 HH •4% adoption rate in ’09 would lead to meeting of targets •Price: Rs 50 2010 2009 FY 2009 FY 2010 FY 2011 Existing LHW variants 45.04 55.24 67.75 Reduce: TG Trading up to Dettol International(Value Loss=42% of Value Created in Dettol Int) -1.17 -1.87 -3.00 Dettol International range 2.79 4.46 7.14 Kitchen liquid hand wash 4.70 5.88 Overall LHW 46.66 62.53 77.77 Dettol Existing LHW growsYOY @ the current rate of 28% Population of India 1,129,866,154.00 No of households 225,973,231 SEC A1 HH 2,259,732 Sec A2 HH 4,067,518
    15. 15. Challenges  Government regulated pricing  Difficult to launch products based on secondary uses - difficult to show that value is being added Strategy  Thrust to BTL-Dettol Surakshit Pariwar  New mother programme  Hospital programme  Focus towards east- Tier 1/2  Health platform MS highest in east  Dettol’s DAL n Soap value share lowest in East  “Aap ka Dettol AUR kya karta ha”? Contest  New launches based on secondary uses with enhanced value proposition over DAL in diluted form Direct gains for DAL
    16. 16. New launch- Dettol baby care  Insight  Mothers disinfect baby’s nappies through DAL.  Aided level-Reluctance to use it for all baby clothes- “It might spoil the clothes”  Other irritants  hard water leaves traces of chemical  Proposition  Makes clothes germ free yet gentle on clothes  Removes traces of chemicals (Detergents) TPP (TG/Positioning/Promotion)  TG- SEC A1/A2 HHs having kids less than 3 yrs old.  Positioning-Protection hence care for whom its most important  Promotion- Dettol Surakshit Pariwar- New mother programme  Concept testing results  Moderate on uniqueness and believability, high on appeal/relevance & ITP in 250 ml @ Rs 65-70
    17. 17. DAL: Financial Returns Data used to calculate projected growth Dettol Baby Care •CoreTG:Targeting 26% of A1 and 28% of A2 which compriseTop 2.8% of HPI = 1,726,435 HH •In this 2.8% HPI HHs , we have assumed 10% to have babies less than 2 years old •10% adoption rate among these 10% in ’09 would lead to meeting of targets •Price: Rs 60 2010 FY 2009 FY 2010 FY 2011 Existing DAL 131.57 150.18 171.44 Dettol baby care 0.62 0.93 Overall DAL 131.57 150.80 172.37 DAL growsYOY @ the current rate of 14% Population of India 1,129,866,154.00 No of households 225,973,231 SEC A1 HH 2,259,732 Sec A2 HH 4,067,518 Essence of Purer you HENCE Better you is being reflected in DAL also.The purity which Dettol Baby Care would impart to clothes of babies would result in better care of the baby.The Enhancement due use of Dettol Baby Care would be for the mother too, in terms of the increased confidence and trust she would have in the care she is providing to her baby.
    18. 18. Recap of the journey Cosmetic enhancement Real (PURE) enhancement Sustainable enhancement A purer hence better you Protection from germs leads to PURITY Real beauty occurs in a germ free environment Sustainable and real/ pure protection and enhancement in different contexts 2009: Re-Launch of Dettol Skincare as Dettol Nourishment Range 2010: Launch of Kitchen HW and Dettol Baby Care for all infant clothes Realization of Brand Essence This essence can be extended into numerous Personal Care categories and protection contexts Re-Launch of Dettol Cool in multiple variants Repositioning- Purification hence nourishment (better) Repositioning- Purer hence fresher..(better) 2011: Launch of Dettol Specialist Range Positioning- Transformation from inside and outside based on brand essence
    19. 19. Recap of the journey Categories FY 2009 FY 2010 FY 2011 Dettol Total soap 398.64 444.35 495.29 Relaunched Skincare Variant 121.94 195.10 312.17 Relaunched Cool Variant(Launched in Q2) 8.00 15.00 25.50 Launch of  Dettol Specialist Range 0.00 0.00 13.39 Overall Soap 528.58 654.45 846.34 Existing LHW variants 45.04 55.24 67.75 Reduce: TG Trading up to Dettol International(Value Loss=42% of Value Created in Dettol Int) -1.17 -1.87 -3.00 Dettol International range 2.79 4.46 7.14 Kitchen liquidhand wash 4.70 5.88 Overall LHW 46.66 62.53 77.77 Existing DAL 131.57 150.18 171.44 Dettol baby care 0.62 0.93 Overall DAL 131.57 150.80 172.37 Bodywash 1.16 1.54 2.05 TOTAL DETTOL REVENUE 707.96 869.32 1098.53

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