This document provides information about Dettol, an antiseptic liquid brand. It discusses Dettol's product portfolio which includes antiseptic liquid, soap, handwash, body wash, shaving cream, and hand sanitizer. It also outlines Dettol's marketing strategies over the years which have positioned it as a trusted brand that protects families from illness-causing germs. Dettol has the highest market share for antiseptic products in over 105 countries and is considered the top of mind brand for antiseptic liquid by consumers in Pakistan.

2. Miss: PREH FATIMA
Assignment Assigned By
Respected Teacher

3.  Group Members:
 OWAIS MALIK
 EMAN FATIMA
 SANA TAHIR
 SYED ALI GOHAR SHAH
B.Com Part 1

4.  To place Dettol as a complete health care product in
the mind of the consumer.
 To turn the use into habit of the customer.
 Our message to the consumer will be, to accept Dettol
as their personal doctor.

5.  Product of Reckitt Benckiser.
 World No: 1 Antibacterial Brand.
 Launched in UK in 1993 as a specialized antiseptic liquid .
 Accepted for domestic use as a first aid product in 1950’s.
 No: 1 position in antiseptic category over the 105
countries for the last 70 years.
 It has operations in over 60 countries and its products as
sold in over 180 countries.

6.  Dettol was launched in India 1993.
 Dettol has gained the trust of millions of Indian and
Pakistani People.
 It has been consistently voted as one of the “Most Trusted
Brand” of India and Pakistan.
 Dettol completes 75 years of protecting families from
illness causing germs.
 The brand has celebrated Platinum Jubilee in 2008.

7.  Antiseptic Liquid.
 Dettol Antiseptic Liquid is a product, which has many uses
for protecting your family from germs.
 Use with mopping water to disinfect floors completely.
 Use in washing laundry to disinfect your cloths.
 For first aid and personal care uses, Dettol Antiseptic Liquid
must always be used diluted with water.
 Available in a wide range of sizes from 50ml to 5 liter.

8.  Antiseptic Liquid:
• Oldest and most popular product by Dettol.

9.  Soap:
• Include many variants such as:
• Original
• Skin Care
• Cool
• Re-energize

10.  Handwash:
• Liquid Hand Wash with antibacterial properties
available in:
• Original
• Skin Care
• Sensitive
• Fresh

11.  No-Touch Handwash:
• The No-Touch dispenser automatically senses your
hands and dispenses an adequate amount
of liquid soap.
 Available In:
• Original
• Cucumber

12.  Body Wash:
• Includes Body Washes for men and women.
 Such as:
• Original
• Skincare
• Nourishing
• Soothing

13.  Shaving Creams:
• Specially for men available in:
• Fresh
• Cool

14.  Hand Sanitizer:
• For Soap, water free hand cleansing:

15.  Location:
• Include almost all urban, suburban, small town, and
some rural areas of Pakistan.
 Target Group
• Kids and their Parents (Esp. Mothers).
• Ranges from all ages from children to senior citizens.

16.  Product Specialization:
• Single product type for all markets.
• Single Type of Antiseptic Liquid for all markets like:
• Household, Laundry, Hospital, etc.

17.  Used in hospitals and nursing homes for First Aid and
disinfectant uses like Washing Linen, etc.
 Consumers were also using it for Bathing, Mopping,
Shaving and other secondary purposes.
 It started its journey as the “Cuts and Wounds” brand in
the country. Over the years It had taken over the role of
“Protector from the Germs” in every situation.
 All Dettol product have a sword on the pack, which is a
symbol for fighting against germs and infections.

18.  Product Innovation and renovation.
 High market share of Antiseptic Liquid.
 High quality at affordable prices.
 Strong brand loyalty.
 Offer multiple Products.

19.  Competition from other similar products means stagnant
market share.
 Burning sensation of Antiseptic Liquid.
 Dettol target only Kids and Mother in their promotions.
 Lo prices of other soaps in market.
 Substitute Goods.

20.  From its launch to 1980’s the brand had a dream run with
virtually no competitors.
 Later on Salvon introduced Antiseptic Liquid, which didn’t
succeed like Dettol.
• Dettol have always
been positioned as
100% germ fighter
with germ fighting
and protection as the
core value.
• Salvon introduced as
First Aid solution.
• It is commonly used for
treatment of mild scarring,
some mild burns cuts bruises
as well as skin healing
treatment for spot.
DETTOL SALVON

21. Product Name Quantity Price
Dettol Body Wash 625ml RS: 380
Dettol Soap 145gm RS: 60
Dettol Hand Sanitizer 50ml RS: 220
Dettol Antiseptic 50ml RS: 75

22.  Campaigns
 Internet Marketing
 Lucky Draws
 Price Offs
 Banded offers
 Quantity deals

23.  Mission for Health.
 Apka Dettol Kya Karta Hai.
 Saaf Hai to Safe Hai.
 Dettol Ka Tarana Hai, Pakistan Bachana Hai.

24.  Dettol collaborates with PPA and ICSP to launch its
“Mission for Health” campaign.

25.  Dettol’s Hand Washing campaign for kids.

26. Dettol Worriers Movie 2013

27.  Television
 Print Media
 Radio

28. Summer Ads

29. Winter Ads

30. Emotional And Logical
Dettol Ka Tarana Hai, Pakistan Bachana Hai.

31. Dettol Creative Ad

32. Print Ad

33. Radio Ad
• Lahore FM
• Karachi FMPAKISTAN
• Radio Mirchi 98.3 FM
• Hello KolkataINDIA

34. Famous Celebrities
Shaid Afridi Sanam Baloch

35. Secondary Research

36. Market Share

37. What comes your mind
when you think of
Antiseptic Liquid?
How frequently do you
buy Antiseptic Liquid?

38. When do you use an Dettol
Antiseptic Liquid?
Reason for the use
Of Dettol?

39. Do you think Dettol saves
You from Germs?
Would you recommend
Dettol to others?

40.  Dettol is the first name that comes to consumers mind
when they think of Antiseptic Liquid.
 Mostly used in wounds.
 Consumers think that Dettol saves them from germs.
 Dettol has greater Market Share than other products.

41. Why to Use Dettol?

42. One Solution for All Problems
Healthy
Knee Scar
First Aid
Infection
Safety
Care
Germ Free
Smell

43. Dettol Hai To “Aap” 100%
Mehfooz Hain...

44. Be Healthy
&
Be 100% Sure
THANK YOU