Soaps Category Summary (01 to 15th Janaury 2014 )
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This document provides a tier-wise and day-part summary of airtime share for Dettol, Lifebuoy, and Safeguard soap brands on TV media in India from January 1-15, 2014. It includes their airtime share based on duration minutes across tiers, day parts, tiers and day parts, genres and tiers, and channels for the soaps category. The summary was prepared by the Media Bank Research & Reporting Team.
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The document is a report from a media intelligence agency analyzing airtime share data for Dettol, Lifebuoy, and Safeguard soaps across different tiers, day parts, and channels from February 1-15, 2014 in Pakistan. It includes sections summarizing airtime share by tier, day part, tier and day part combinations, channel type, and daily trends for each tier and overall. Contact information is provided for the research team for any queries.
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This document discusses Lifebuoy soap brand in India. It analyzes Lifebuoy's success as the first mover with a health positioning in rural markets. In the 1990s, Lifebuoy faced declining sales due to stiff competition and changing consumer preferences. However, the brand was rejuvenated by targeting a new segment of mothers while keeping its core health positioning. The document also examines HUL's soap portfolio and reasons for the decline and subsequent repositioning of the Lifebuoy brand.
Dettolimc hilal mir kanterbugh gund
Dettol is a line of hygiene products that has been sold since the 1950s. The presentation discusses Dettol's communication tactics, television channels, campaigns, and sales promotion strategies in India and Pakistan. Dettol promotes health and hygiene through various consumer promotions, trade promotions involving retailers, personal selling to retailers and consumers, and direct marketing materials like booklets and CD-ROMs. Demonstration activities are also used to educate consumers and promote sales.
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The document is a report from a media intelligence agency analyzing airtime share data for Dettol, Lifebuoy, and Safeguard soaps across different tiers, day parts, and channels from February 1-15, 2014 in Pakistan. It includes sections summarizing airtime share by tier, day part, tier and day part combinations, channel type, and daily trends for each tier and overall. Contact information is provided for the research team for any queries.
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This document discusses Lifebuoy soap brand in India. It analyzes Lifebuoy's success as the first mover with a health positioning in rural markets. In the 1990s, Lifebuoy faced declining sales due to stiff competition and changing consumer preferences. However, the brand was rejuvenated by targeting a new segment of mothers while keeping its core health positioning. The document also examines HUL's soap portfolio and reasons for the decline and subsequent repositioning of the Lifebuoy brand.
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Dettol case- featured by NDTV Profit.
The document outlines plans to grow the Dettol brand in India from FY 2009-2011. Key objectives include doubling Dettol's market share, increasing revenues from INR 452 Cr to INR 1095 Cr, and identifying areas for the projected INR 360 Cr growth. Strategies proposed include repositioning Dettol from a germ killer to focus on purification and nourishment, launching new product lines like Dettol Cool variants, Dettol Specialist skincare range, Dettol Kitchen handwash, and Dettol Baby Care. Financial projections estimate these new products and repositioning can help Dettol achieve its objectives and grow revenues to over INR 1098 Cr by FY 2011.
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2. The document outlines various chapters covering topics such as the Indian personal hygiene market, Reckitt Benckiser as a company, the history and statistics of the Dettol brand, and analyses of Dettol soap.
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This document discusses Dettol's advertising and marketing strategies. It outlines the group members presenting, provides a short introduction to Dettol as a hygiene brand, and discusses various communication tactics like health programs and free samples. It then details Dettol's advertising tools like TV commercials, print media, and radio. Specific television channels and celebrity endorsements are mentioned. Campaigns, print ads, and media budgets are also summarized. The document concludes by emphasizing Dettol's message of ensuring 100% safety and hygiene.
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This document discusses Dettol soap in Pakistan. It provides statistical data on the soap market size and Dettol's market share. It also discusses Dettol's target market and brand associations. The document notes that while consumers strongly associate Dettol with antiseptic qualities, its extension into mild skincare was not well received. To address this, Dettol repositioned itself with a new orange-scented soap that leaves users feeling fresh while still providing germ protection. The conclusion recommends Dettol capitalize on its safety image and increase innovations to move up the brand value pyramid.
Dettol
Dettol is a germicide brand launched in 1933 in the US and 1936 in India. It has experienced significant growth, with turnover increasing from 30 Cr in 1991 to 400 Cr in 2007. Dettol offers a wide range of products including hand wash, soap, shaving cream, body wash, and liquid antiseptics. It has the largest market share for antiseptics and liquid soaps. Dettol uses competitive pricing and promotional strategies like partnering with hospitals and schools to educate on hygiene. It targets literate urban populations and positions itself as always providing protection with its green and white packaging associated with hygiene. Dettol has over 80% market share and competes with brands like Savlon and
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Lifebuoy soap was launched in the UK in 1894 by William Lever as a disinfectant soap containing carbolic acid. It was launched in India in 1935 and became India's oldest personal wash brand, standing for health and hygiene through germ protection. Over the decades, Lifebuoy underwent several reforms to its packaging, ingredients, and messaging to stay relevant in India, targeting health concerns of men, families, and rural consumers on a budget. It continues to position itself as protecting users from germs through ingredients like Active-B while providing an affordable bathing experience.
Lifebuoy -rural marketing
1. Lifebuoy soap was initially launched in 1895 targeting labor class men. It became the largest selling soap in India by 1940 through campaigns promoting hand washing.
2. In the 1990s, Nirma launched a lower priced soap, capturing market share. Others also began targeting the value segment, reducing Lifebuoy's market share.
3. In 2002, Lifebuoy was relaunched as a mild soap for families. HLL also focused on rural marketing through education programs about hygiene since most sales were in rural areas.
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The document discusses Reckitt Benckiser, the manufacturer of Dettol, including information about the company, some of its brands and awards, as well as details about Dettol such as its history, market share, segmentation, positioning, and promotional strategies. Reckitt Benckiser is a global company that manufactures household cleaning and health products, and Dettol is one of its top brands that is a market leader in antiseptic liquids in India with over 85% market share.
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Dettol marketing
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Lifebouy
Lifebuoy soap was introduced in 1895 as a disinfectant soap to help prevent diseases like typhoid and yellow fever. It became the largest selling soap brand in the world. Over time, Lifebuoy expanded its product line and moved from targeting only men to marketing to families. In the 1990s, Lifebuoy's market share declined as competitors entered the market. To rejuvenate the brand, Lifebuoy launched new variants targeting different segments and increased advertising. It also conducted health programs to promote hygiene awareness and position itself as beneficial to communities.
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Dettol is a brand of antiseptic liquid launched in India in 1933 that has been present for 50 years. It captures 85% of the market share in antiseptics. The company's tagline is "Be 100% Sure". Their product line includes soap, hand sanitizer, shaving kits, and liquid dish wash. Their target markets are middle class and upper middle class. Dettol spends 60% of its advertising budget on television commercials and uses celebrities like Mehreen Raheel, Sabreen Hisbani, and Shahid Afradi to endorse the brand. The commercials appeal to consumers both emotionally and logically. Dettol runs various campaigns promoting health and hygiene.
Brand dossier on dettol
This document provides a brand dossier on Dettol antiseptic liquid. It includes an overview of the Dettol brand and owner Reckitt Benckiser, a literature review, research design discussing quantitative research methods used, sampling methods, analysis of survey results on brand usage and preferences, and conclusions. The analysis found Dettol to be the most preferred brand compared to competitors Savlon and a dummy brand introduced, with highest scores on parameters like trust, protection, price fairness, and need satisfaction. It was concluded that Dettol's brand loyalty is not solely due to its wide availability but that it has established itself as a cult brand by performing highest across tested parameters.
STP study of Dettol
This document discusses Reckitt Benckiser, a multinational consumer goods company, and its flagship brand Dettol in India. It provides an overview of RB, noting that it owns many popular household brands across categories. For Dettol, it outlines its market leadership in India as an antiseptic liquid and position in soaps. The document also summarizes Dettol's product mix and different variants across categories like handwash, body wash, and more. It then covers concepts like product life cycle, strategies at different stages, and approaches to product, packaging, positioning, pricing and consumer behavior for brands like Dettol.
Brand extension
P&G owns several shampoo brands that each target different market segments and have their own unique promises. Brand extensions allow companies to leverage existing brand equity to enter new categories more economically than developing new brands. However, extensions risk failing if they do not fit well with the core brand or add new value. When considering extensions, companies must evaluate fit with the brand, ability to add value, and potential to enhance brand equity through new associations.
Dettol case- featured by NDTV Profit.
The document outlines plans to grow the Dettol brand in India from FY 2009-2011. Key objectives include doubling Dettol's market share, increasing revenues from INR 452 Cr to INR 1095 Cr, and identifying areas for the projected INR 360 Cr growth. Strategies proposed include repositioning Dettol from a germ killer to focus on purification and nourishment, launching new product lines like Dettol Cool variants, Dettol Specialist skincare range, Dettol Kitchen handwash, and Dettol Baby Care. Financial projections estimate these new products and repositioning can help Dettol achieve its objectives and grow revenues to over INR 1098 Cr by FY 2011.
Dettol -brand management
Dettol is a Rs 300 crore brand owned by Reckitt Benckiser that was launched in India in 1933. It has gained the trust of millions as a proven safe and effective antiseptic that kills bacteria and provides protection against illness-causing germs. Dettol celebrates its 75th anniversary of protecting families from germs in India. It has consistently held a market share of over 83% and remains the trusted brand for antiseptic protection.
Market Research
This document discusses market research conducted on Dettol, a brand of hygiene products owned by Reckitt Benckiser. It provides the following key points:
1. Dettol has been a trusted brand in India since 1933 and is consistently rated as one of India's most trusted brands. It offers multiple hygiene products including soaps, hand wash, and hand sanitizer.
2. The document outlines various chapters covering topics such as the Indian personal hygiene market, Reckitt Benckiser as a company, the history and statistics of the Dettol brand, and analyses of Dettol soap.
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Case study of lifebuoy with hul introduction
Hindustan Unilever Limited (HUL) is India's largest fast-moving consumer goods company. It has a wide portfolio of brands across food, home care, personal care, and water categories. HUL has been operating in India since 1895 and is a subsidiary of Unilever, with Unilever holding a 51.5% stake in HUL. Some of HUL's biggest and most well-known brands in India include Lifebuoy, Lux, Surf, Rin, Wheel, Fair & Lovely, and Vaseline. HUL has a strong rural presence in India through its various initiatives aimed at health, hygiene, and empowerment in rural communities.
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The document discusses the repositioning of the Lifebuoy brand by Hindustan Unilever Limited in India. Originally positioned as a masculine soap, Lifebuoy's market share declined in the late 1990s with the rise of beauty soap brands. HUL repositioned Lifebuoy in 2002 to target entire families rather than just men, changing the product formulation, packaging, and marketing campaigns. The repositioning was successful, with Lifebuoy regaining market share and launching rural health programs that reached over 120 million people.
Rural Marketing Hul
HUL entered the Indian market in 1888 and has since focused on expanding into rural areas which are home to 70% of India's population. In the late 1990s and early 2000s, HUL launched various projects like Project Streamline, Project Bharat, and Project Shakti to improve rural distribution and increase retail penetration in villages. HUL also developed products specifically for rural customers like AIM toothpaste and repositioned brands like Lifebuoy soap. HUL engaged local actors and events to communicate with and educate rural communities about health and hygiene products. Looking ahead, HUL aims to reach more of India's villages and further develop its rural marketing strategy.
Dettol
This document discusses Dettol's advertising and marketing strategies. It outlines the group members presenting, provides a short introduction to Dettol as a hygiene brand, and discusses various communication tactics like health programs and free samples. It then details Dettol's advertising tools like TV commercials, print media, and radio. Specific television channels and celebrity endorsements are mentioned. Campaigns, print ads, and media budgets are also summarized. The document concludes by emphasizing Dettol's message of ensuring 100% safety and hygiene.
Dettol
This document discusses Dettol soap in Pakistan. It provides statistical data on the soap market size and Dettol's market share. It also discusses Dettol's target market and brand associations. The document notes that while consumers strongly associate Dettol with antiseptic qualities, its extension into mild skincare was not well received. To address this, Dettol repositioned itself with a new orange-scented soap that leaves users feeling fresh while still providing germ protection. The conclusion recommends Dettol capitalize on its safety image and increase innovations to move up the brand value pyramid.
Dettol
Dettol is a germicide brand launched in 1933 in the US and 1936 in India. It has experienced significant growth, with turnover increasing from 30 Cr in 1991 to 400 Cr in 2007. Dettol offers a wide range of products including hand wash, soap, shaving cream, body wash, and liquid antiseptics. It has the largest market share for antiseptics and liquid soaps. Dettol uses competitive pricing and promotional strategies like partnering with hospitals and schools to educate on hygiene. It targets literate urban populations and positions itself as always providing protection with its green and white packaging associated with hygiene. Dettol has over 80% market share and competes with brands like Savlon and
Lifebuoy soaps brand positioning
Lifebuoy soap was launched in the UK in 1894 by William Lever as a disinfectant soap containing carbolic acid. It was launched in India in 1935 and became India's oldest personal wash brand, standing for health and hygiene through germ protection. Over the decades, Lifebuoy underwent several reforms to its packaging, ingredients, and messaging to stay relevant in India, targeting health concerns of men, families, and rural consumers on a budget. It continues to position itself as protecting users from germs through ingredients like Active-B while providing an affordable bathing experience.
Lifebuoy -rural marketing
1. Lifebuoy soap was initially launched in 1895 targeting labor class men. It became the largest selling soap in India by 1940 through campaigns promoting hand washing.
2. In the 1990s, Nirma launched a lower priced soap, capturing market share. Others also began targeting the value segment, reducing Lifebuoy's market share.
3. In 2002, Lifebuoy was relaunched as a mild soap for families. HLL also focused on rural marketing through education programs about hygiene since most sales were in rural areas.
Consumer behaviour Presentation: Dettol
The document discusses Reckitt Benckiser, the manufacturer of Dettol, including information about the company, some of its brands and awards, as well as details about Dettol such as its history, market share, segmentation, positioning, and promotional strategies. Reckitt Benckiser is a global company that manufactures household cleaning and health products, and Dettol is one of its top brands that is a market leader in antiseptic liquids in India with over 85% market share.
A case study on lifebuoy
The document discusses the Lifebuoy brand of soap, which was established in the 1890s in India. It provides key facts about the brand such as that it is owned by Unilever and focuses on health and hygiene. The summary discusses Lifebuoy's origins, positioning as an affordable antiseptic soap, and its health education programs in rural areas that have reached over 100 million people. It also covers Lifebuoy's brand extensions over time to adapt to competition and changing consumer needs.
Dettol marketing
Dettol is a leading antiseptic brand owned by Reckitt Benckiser that provides various antiseptic products like liquid, soap, and handwash. It has established itself as a trusted brand for family health and hygiene over the years through effective advertising focusing on a mother's role in protecting her family from germs. Dettol remains the market leader in the antiseptic liquid category in India with 84% market share as of 2008 due to its competitive pricing and versatile product portfolio appealing to consumers' need for germ protection.
Lifebouy
Lifebuoy soap was introduced in 1895 as a disinfectant soap to help prevent diseases like typhoid and yellow fever. It became the largest selling soap brand in the world. Over time, Lifebuoy expanded its product line and moved from targeting only men to marketing to families. In the 1990s, Lifebuoy's market share declined as competitors entered the market. To rejuvenate the brand, Lifebuoy launched new variants targeting different segments and increased advertising. It also conducted health programs to promote hygiene awareness and position itself as beneficial to communities.
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