This document presents an analysis of Dettol, a UK-based antiseptic brand owned by Reckitt Benckiser. It discusses Dettol's introduction in 1932, characteristics including its sword logo symbolizing fighting germs, target customer base of middle-class families, and strengths such as high market share and brand loyalty. The document also analyzes Dettol's competitors including Savlon and Lifebuoy, and identifies opportunities for Dettol such as better rural market penetration and threats from aggressive competitors.

1. Presented By
(Bibhudutta Tripathy)
07.09.2022

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3. CONTENTS
 INTRODUCTION
 ABOUT COMPANY
 CHARACTERISTICS
 BUYING BEHAVIOUR
 TARGETING STRATEGY
 SWOT ANALYSIS
 COMPETITORS IN MARKET
 CONCLUSION
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4. INTRODUCTION
 What is Dettol?
 Country: United Kingdom
 Product type: Antiseptic
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5. ABOUT COMPANY
 Introduced: 1932; 90 years ago
 Owner: Reckitt Benckiser
 Market: Worldwide (except United States)
 “Keep the memories, but not the Bacteria”
 Website: Dettol.co.uk
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6. CHARACTERISTICS
Logo
SWORD: a symbol for fighting Germs
& Infection
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7. BUYING BEHAVIOUR
Economic needs:
o Price placement of Dettol is mostly targeted towards middle and lower middle-class segments
Social influence:
o Families, especially mothers prefer Dettol, for protection of their loved ones from germs and diseases
Psychological variables:
o Dettol products are inescapably linked with a healthy & disease-free and lifestyle
Purchase situation:
o Dettol is purchased when the need for a suitable soap or disinfectant arises
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8. TARGETING STRATEGY
 Differentiated- Handwash, Soap: skin requirements
 Undifferentiated- Mass marketing: Antiseptic original Dettol
 Concentrated- Sanitizer: Mothers, Doctors
 Micro marketing-
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9. STRENGTHS
1) High market share
2) Brand loyalty
3) Affordable price
4) Trustworthiness
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10. WEAKNESSES
 Competition from other similar products means
stagnant market share
 Limited penetration in rural markets
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11. OPPORTUNITIES
 It’s powerful brand to make it an everyday use proposition
 Tie-ups with school, hospitals, hotel chains etc.
 Better penetration in rural markets.
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12. THREATS
Aggressive Competitors in terms of Pricing, Packaging & Promotion.
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13. COMPETITORS IN MARKET
 Savlon
 Lifebuoy
64%
25%
11%
SALES
Dettol Lifebuoy Savlon
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14. CONCLUSION
 Functional & Emotional to bonding with the customer
 Good brand image deep in different age groups of people
 In reference to India
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