Dettol is a brand of antiseptic products owned by Reckitt Benckiser. It has targeted women and children with its products. During rainy seasons, Dettol offers discounts to retailers and wholesalers to boost sales. Dettol has captured nearly 60% of the Indian market through wide availability even in small towns and villages. All Dettol products feature a sword symbolizing its ability to fight germs. Dettol advertising celebrates the role of mothers in protecting their families. While Dettol is positioned as a 100% germ fighter, competitors like Savlon and Lifebuoy have introduced similar antiseptic liquids.

1. DETTOL MARKETING
DEVELOPED BY:
PHARM-NET

3. Usage of the brand DETTOL gives rise to many
emotions in the consumers’ minds, making the
mother feel that she has done the best for her family,
Thus, it has the best brand’s tagline says ‐
Be 100% Sure.

4. Reckitt Benckiser
• Reckitt Benckiser is a British multinational
consumer goods company headquartered in
Slough, United Kingdom.
• Reckitt Benckiser owns a wide range of
household brands in five main areas.
• It has operations in over 60 countries and its
products are sold in over 180 countries.

5. Marketing mix of Dettol
The 4P's of Dettol brand and
products.
Product in the Marketing mix of Dettol
►Dettol products have targeted mainly the women and children
group
Price in the Marketing mix of Dettol
►During the rainy seasons from June to August, the company gives a
2% discount to the retailers and 4% discount to the wholesalers in
order to push up the sales
Place in the Marketing mix of Dettol
►Dettol has captured nearly 60% of the Indian market and its
strength is continuously growing. Be it a Metropolitan city or a small
village one can usually find a Dettol product.
Promotion in the Marketing mix of Dettol
►All the products have a sword on their green cover to indicate its
fighting

6. ADVERTISING STRATEGY
Starting then and till now Dettol advertising has
celebrated the role of a mother in
protecting her family. Because 'If she doesn't take care
of them who will?'

9. COMPETITOR FOR DETTOL
DETTOL SAVLON
• Savlon introduced as first
aid solution.
• It is commonly used for
treatment of mild scarring,
some mild burns, cuts and
bruises as well as skin
healing treatment for spots
• Dettol have always been
positioned as a 100% germ
fighter with germ fighting
and protection as the core
value.
From its launch to 1980's the brand had a dream run with virtually no competitors.
Later on lifebuoy, Safeguard, Savlon introduced antiseptic liquid , which gave tough
competition dettol

10. PRODUCTS UNDER BRAND

11. Thank you
be healthy….