Case Study Dettol

2. A TALE O F A NTI -B ACTERIAL S OAPS

3. G ROUP M EMBERS
Presented by:
Mr. Shafiq Ahmed Soomro
Mr. Muhammad Imran
Syed Zahid Jamal
Mr. Sher Shah
Mr. Khalid Hussain
Submitted to:
Syed Akhtar Mahmud

4. INTRODUCTION OF DETTOL
Video
Origin of the product DETTOL and its mission for health.

6. DETTOL IN PAKISTAN
Video
Dettol brand in Pakistan.
Evolution…

8. SOAP MARKET
 The soap market size is of Rs. 17 Billion in
Pakistan
 It is divided in two categories:
 Beauty Soap (Lux, Capri, Dove etc.)
 Anti Bacterial Soap (Lifebuoy,
Safeguard, Dettol)

9. STATISTICAL DATA
 The share of Anti bacterial soaps is 49%
 This segment has a value of Rs 8.3 billion
 It has a annual volume turnover of 33700
tones
 Antibacterial Soap Market is increasing by
7%
 The overall soap market is growing by 10%

10. STATISTICAL DATA
 The market share of Dettol soap is 9%.
 Promotional budget is only Rs. 290 Million
which is the lowest among their major rival in
the antibacterial soap segment

11. TARGET MARKET
 The target market for Dettol soap is all
households (primarily mothers) who
can afford buying soap and who want to
fulfill an everyday need (primarily
bathing) that provides them and their
family with a 100% anti-bacterial
solution – complete protection from all
germs/ bacteria and cleanliness from
dirt / grime.

12. TARGET MARKET
 Geographic location
 Include almost all Urban; suburban; small town; and some
rural areas of Pakistan
 Demographics
 Gender Male; female mainly mothers
 Age 18years to 45 years
 Socioeconomic status
 Mainly targeting middle class and upper middle class in
urban and sub-urban areas – primarily cities and
surrounding areas. Rural market penetration is limited and
is primarily driven through indirect channels (e.g.Wholesale)
 Psychographics
 Young housewives and mothers who care about the health
and well being of her family.

14. BRAND ASSOCIATIONS
Q : What words do you associate with ' Dettol‘?
• Dettol is largely
Trust
perceived as an
Affordable Antiseptic antiseptic brand.
• Used for hygiene and
Bad Smell
and burns
on DETTOL Safety health of the entire
application family
Healthy
Hygiene
family
Reliable

15. BRAND PERSONA
A Young, Caring A concerned
An experienced Mother friend (boy/girl)
doctor (Female)
A fat ,middle aged
man. Cleanliness
Freak. Yellow –
A strong
complexioned.
Wears a green suit
Personification superhuman
(Superman)
of Dettol
A disciplined, A war
organized soldier
husband A man in his late 30’s.
clean. Single child. wears
white a lot. neat hair. slim
and fit. clean shaved.
Sticks to the point.

17. WHAT WENT WRONG ?
Consumers are open to the idea of using
Dettol Soap when they faced extreme dirt
conditions. Hence, it was felt that Dettol
Soap needs to be positioned for occasions
that are special, but not rare in everyday
life. These could be based on exposure to
dirt and germs, pollution, heat, sweat etc.

18. NEGATIVE BRAND EQUITY
 If the major product has certain core properties, then
the consumer develops a certain expectation from its
other products as well.
 Since Consumers associate the Brand Dettol so
strongly with its strong antiseptic qualities, its
extension into the mild skincare segment has not
been very well received.
 Dettol Antiseptic Liquid is also popular as a floor
disinfectant and for washing clothes, hence
associating soap and body wash with the same Brand
name discourages customers from using these
products.

19. VIDEO
 Dettol Skin Care

21. PRODUCT PORTFOLIO

22. DETTOL REPOSITIONING

24. DETTOL REPOSITIONING
 Dettol, has come up with new Dettol
Re-energize soap with the freshness of
orange and Dettol's trusted germ
protection. The unique formulation not
only protects you against germs but also
leaves you feeling healthy, fresh and re-
energized.

25. VIDEO
 Dettol Re-Energize Soap
Turn up the energy…

27. CONCLUDING REMARKS
 To capitalize on brand equity of Dettol, it should
position its brand extensions well and Increase
innovations.
 It could very well use its image & equity of safety for
products like anti bacterial deo spray, shaving gels, etc
 Dettol’s benefits and features are very well received
among the consumers, now it should move up
towards the values and emotions in the brand value
pyramid.

28. BRAND VALUE PYRAMID

31. THANK YOU
&
STAY HEALTHY….