Dettol and Lifebuoy are hand wash and soap brands produced by different companies. Dettol is produced by Reckitt Benckiser and has a market share of 8.2%, while Lifebuoy is produced by Hindustan Unilever Limited and has a larger market share of 14-15%. While Dettol is more popular in urban markets, Lifebuoy has greater recognition and market penetration in rural areas of India. Both companies use education about hand washing to promote their brands.

2. In the trust between dettol and
lifebuoy explain the different
product of the two in soap and
the liquid hand washes
category and which has more
market share and why?
Case study given by college

3. Lifebuoy
Introduction to HUL
Hindustan Unilever Limited (HUL) is
India's largest Fast Moving
Consumer Goods Company with a
heritage of over 75 years in India.

4. ● The Company has over 16,000
employees and has an annual turnover
of around Rs.25,206 corers (financial
year 2012 - 2013).
● Unilever has about 52% shareholding
in HUL.
Market Shares

5. TYPE OF LIFEBUOY SOAP
& hand wash

6. Reckitt Benckiser is a
British multinational consumer
goods company headquartered in
the united kingdom. It is a major
producer of health, hygiene and home
products.
Reckitt Benckiser's brands include
Dettol , Strepsils , Veet ,Clearasil, Lysol,
and Vanish.
Dettol

7. Type of Dettol Soap &
hand wash

8. Market share
Reckitt Benckiser is listed on the London
Stock Exchange and is a constituent of
the FTSE 100 Index. It had a market
capitalization of approximately
£31.6 billion as of 13 February 2013.

9. Strength
•High consumer
awareness.
•Most popular brand in
the rural market
•Excellent brand
visibility.
• Better consumer
awareness
•Limited market in
rural markets
•Good brand visibility.
Lifebuoy Dettol

10. Weakness
•Not been perceived as
a beauty soap.
•Lower market
penetration urban
areas as compared to
rural areas
• Available in beauty
soap. (dettol skincare
soap)
•Lower market
penetration rural area as
compared to urban areas.
Lifebuoy Dettol

11. Opportunity
•Used global epidemics
like swine flu to promote
products.
•Imparting education
about importance of hand
washing.
Lifebuoy Dettol
•Tie-ups with schools,
hospitals, hotel chains etc.
•Imparting education about
importance of hand washing.

12. Threats
•Competitor offering
similar levels of protection
(dettol, safeguard)
•Considered to be a low-
end product.
Lifebuoy Dettol
•Other main players in the
antibacterial category
( lifebuoy, Savlon )
•Other emerging players
and alternatives available

13. Comparison

14. Comparison
BASIS DETTOL LIFEBUOY
COMPANY NAME RECKITT BENCKISER HINDUSTAN
UNILEVER LIMITED
MARKET SHARE 8.2% 14-15%
END USE YEARS 50 YEARS 75 YEARS
TURNOVER 31.6 BILLION
POUND
25206 CRORES
POPULARITY IN
MARKET
IN URBAN MARKET IN RURAL MARKET