This document provides a brand dossier on Dettol antiseptic liquid. It includes an overview of the Dettol brand and owner Reckitt Benckiser, a literature review, research design discussing quantitative research methods used, sampling methods, analysis of survey results on brand usage and preferences, and conclusions. The analysis found Dettol to be the most preferred brand compared to competitors Savlon and a dummy brand introduced, with highest scores on parameters like trust, protection, price fairness, and need satisfaction. It was concluded that Dettol's brand loyalty is not solely due to its wide availability but that it has established itself as a cult brand by performing highest across tested parameters.

1. BRAND DOSSIER
ON
DETTOL ANTISEPTIC LIQUID
ANKUSH ROY
KRISHNA BOLLOJULA
SHUBHAM SHARMA
SUDDHASHEEL BHATTACHARYA

2. AGENDA
 OVERVIEW OF BRAND DETTOL
 LITERATURE REVIEW
 RESEARCH DESIGN
 SAMPLING METHOD
 ANALYSIS OF RESULTS
 CONCLUSION

3. OVERVIEW OF BRAND DETTOL
 Reckit Benckiser India Ltd (RBIL) is a fully owned subsidiary of Reckit
Benckiser Plc.
 It is the world’s No.1 Company in household cleaning.
 The brand was launched in 1933 as antiseptic liquid
 For the first 50 years, Dettol was present only as an antiseptic liquid.
 It has extended to product categories like toilet soaps, liquid hand
wash, liquid body wash ,shaving cream and plaster strips.

4. Evolution, Positioning and Repositioning
of Dettol
 The brand Dettol was launched in India in 1933
 For the first 50 years, Dettol was present only as an antiseptic
liquid.
 It progressed from the ‘cuts and wounds’ brand to the ‘protector
from germs’
 All Dettol products have a sword on the pack, which is a symbol
for fighting germs and infection.

5. Evolution, Positioning and Repositioning
of Dettol
 The distinct associations of the brand:-
• its trademark smell
• its amber gold color
• the ‘clouding’ effect hat appears when it is added to water
 The brand’s tagline says - Be 100% sure
 In 2008, the brand’s launched its “Aapka Dettol Kya Kya Karta
Hai” campaign
 It showcased how brand users had formed their own special bond
with the brand

6. Segmentation Strategy
 Dettol initially targeted the urban and educated class who are well
aware of public health concerns
 Since then Dettol has successfully targeted the other segments
including the rural population of the country as well
 Dettol soap also targeted the urban middle class uneducated
consumers who wanted beauty soap with a property of
antiseptic’s.

7. Overall Strategy of Dettol
 Perceived as a very effective germ killer and cut/wound healer by its
consumers
 Huge market penetration of almost 83% in the country.
 Providing more SKU options at different price points
 Affordable to a larger segment particularly in the rural areas.
 Is now being endorsed by NIMA(National Integrated Medical Association)
which increases the trust factor of the consumer in brand.

8. Other players in the antiseptic liquid
market
Savlon:
 It is the key direct competitor in the antiseptic liquid market.
 It was launched with ‘no sting with Savlon’ campaign.
 It attempted to pull the consumer base towards its product with
the promise of non-sting.
Suthol
 G.D. Pharma launched Suthol antiseptic liquid in April 2006
 It was positioned on soothing sensation from irritation due to
prickly heat, mosquito bites, after-shave, etc.

9. RESEARCH DESIGN
 We used quantitative research to assess the aids and draw
conclusions statistically.
 In our research, we use single cross sectional study.
 In our questionnaire, we asked people different questions to
classify (Classification), understand their behavior (Behavior) and
get their opinion(Opinion).
 To filter the Target group people, we initiated the questionnaire
with recruitment question.

10. SAMPLING METHOD
 TARGET POPULATION
1. SEC A/B
2. Age 21 – 60 yrs
3. Users of Dettol & Savlon Antiseptic Liquid.
 Sampling Frame : Facebook Friends List of our group
members.
 Sampling technique : Convenience Sampling (Non-Probability
Sampling).
 Sample Size = 128

11. HYPOTHESIS
 NULL HYPOTHESIS : Brand Loyalty of Dettol is because it is
widely available than other Brands.
 ALTERNATE HYPOTHESIS : Brand Loyalty of Dettol is not
Because it is widely available than other Brands.

12. ANALYSIS OF RESULTS
84% of the total sample size is btw
age 18-25 out of which 72% are male
and 28% are female
Out of total sample size 72% has
income of <30K. out of which 91%
are from age group 18-25.
And also out of which 74% are male
and 26% are female.
Age *income
Age * sex
0
10
20
30
40
50
60
70
80
18 - 25 26 - 40 40 – 60
Count
Age
Male
Female
0
10
20
30
40
50
60
70
80
90
<30 30-70 70-120 >120
Count
Income(in '000)
18 - 25
26 - 40
40 – 60

13. 41% of the total sample size has
used the product 0-2 time in last 3
months out of which 80% are male
20% are female.
22% have used the product more
than 2 times
Sex * usage frequency
0
5
10
15
20
25
30
35
40
45
>8 4 to 8 2 to 4 0 to 2 don't know
Count
Usage Frequency
Male
Female

14. Out of the total sample size of 84%
of age group btw 18-25 , 41% has
used the products 0-2 times.
23% has used it more than 2 times
within months.
Age * usage frequency
0
5
10
15
20
25
30
35
40
45
50
>8 4 to 8 2 to 4 0 to 2 don't
know
usage
Age 18 - 25
Age 26 - 40
Age 40 – 60

15. Out of 41 % people that have
used the product 0-2 times 54
% has used it for bathing and
washing laundry. Whereas
23% has used it for mopping.
Out of 37% people that didn’t
remember how many time they
have used the product , 46%
has used for cut and
wound..and 42% used for
mopping and washing laundry
Usage freq* usage situation
0
5
10
15
20
25
Cutwound/burn
Bathingwater
Moppingnsurface
Washinglaundry
Insect
Other
usage situation
usage >8
usage 4 to 8
usage 2 to 4
usage 0 to 2
usage don't know

16. Out of 41% those who have used the
product 0-2 time , 50% have preferred
100gm package
27% & 19% have preferred 50gm and
150gm respectively
Out of 37% people that didn’t
remember how many time they have
used the product, 42% have preferred
50gm package and 33% have 100gm
package.
Usage freq*pack preference
0
5
10
15
20
25
30
50 100 150 250 500
pack preference(in grams)
usage >8
usage 4 to 8
usage 2 to 4
usage 0 to 2
usage don't know

17. Out of total sample size 39%
preferred 100gm package and 33%
preferred 50gm package.
44% of total age group 18 – 25
preferred 100gm pack. And 28% for
50gm.
71% of the total people in age
group 26 – 45 preferred 50gm
pack.
Age*pack preference
0
5
10
15
20
25
30
35
40
45
50
50 100 150 250 500
pack preference(in grams)
Age 18 – 25
Age 26 – 45
Age 46 - 60

18. 40% of the total males prefer 100gm pack. And 34% prefer 50gm pack.
35% of total female prefer 100gm pack and 30% prefer 50gm pack.
Sex*pack preference
0
5
10
15
20
25
30
35
40
50 100 150 250 500
pack preference(in grams)
Male
Female

19. Additional analysis
 Paired sample t- tests was carried out between Dettol and
Savlon on following parameters
Trust
Protection
Price
Availability
Need satisfaction

20. Paired T- test Results
 The p-values of the variables trust, protection and pricing are
greater than the significance level of 0.05
 Hence, there is no significant difference between Dettol and
Savlon in respect of trust, protection and pricing.
 The p-values of the variables needs and availability are less than
0.05, implying that there is a significant difference between Dettol
and Savlon in these aspects

21.  A new dummy brand “Ayurcare” was introduced to the survey
takers at the same price points with similar product
characteristics and survey takers were now asked to rate
following attributes between Dettol, Savlon and Ayurcare
 Which brand they would choose while shopping for an antiseptic?
 Was the price of the product fair?
 Did the product satisfied their needs?
 Overall perception of the brand?
Introduction of Dummy Brand

22. Analysis
 We did a paired sample t- test between the responses for two brands,
Savlon and Ayurcare, with respect to the main brand – Dettol
 There is a significant difference between the mean scores of the variable
‘brand chosen’ with most people preferring Dettol followed by Savlon.
 Dettol is also perceived to be the most fairly priced, since the mean scores
are significantly different.
 Overall preference is maximum for Dettol followed by Savlon. The p-values
of overall preference is less than 0.05, and hence, it is significantly different
from the mean scores of each other

23. CONCLUSION
 Dettol is available more widely than its competitor.
 Savlon and Dettol are perceived to be same on price points and
enjoy same trust factor
 Even after introducing AYURCARE Dettol remained most
preferred brand followed by Savlon
 We reject our null hypothesis that brand loyalty of Dettol is
only a function of its availability it scores highest on all tested
parameters- A mark of a truly cult brand.

24. Thank You