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.

1. Presented by
Krishna Bhawsar 07
Suraj Roziwala 16
Vaibhav Yadav 18
Virendar Jadam 21

2. Reckitt benckiser
 Reckitt Benckiser plc. is a British multinational
consumer goods company headquartered in Slough,
United Kingdom.
 Formed in December 1999 from the merger of Reckitt &
Colman plc. and Benckiser N.V.
 It has operations in over 60 countries and its products
are sold in over 180 countries.
 Reckitt Benckiser owns a wide range of household
brands in five main areas.

3. Dettol
 Valued at Rs 2,000 crore, Dettol is RB’s biggest brand in
India
 Added 13 million shoppers in 2014-15 according to IMRB-
Kantar; increased penetration worldwide by 15% and
consumer reach points by 11%
 Leader in anti-septic liquid category in India with over
80% market share
 In soaps, position varies between 3 and 4, behind rival
HUL and Wipro brands

4. Product mix of RB
HEALTH PERSONAL HOME FABRIC
STREPSILS DETTOL AIRWICK VANISH
DISPRIN VEET MORTEIN EASY OFF BAM
BURNOL CLEARASIL CHERRY BLOSSOM FINISH
D-COLD DUREX LYSOL
GAVISION LIVON HARPIC
SCHOLL

6. PRODUCT MIX OF DETTOL
HANDWASH MULTIUSE WIPES SOAP
SHAVING
CREAM
BODY
WASH
LIQUID
ANTISEPTIC
• Original
• Skincare
• Cool
• Fresh
• Original
• Skincare
• Cool
• Re-energize
Liquid Hand
Wash
Bar Soap
No Touch
Handwash
• Original
• Cucumber
• Original
• Skincare
• Nourishing
• Soothing
• Fresh
• Cool
• Original • Original
Lifebuoy bar soap
• Total 10
• Mild care
• Cool fresh
• Betel leaf
• Vita protect
• Lemon fresh
• Moisture plus

7. Product Life Cycle

8. PLC characteristics,
objectives, strategies.
 Maturity – growth, stable, decaying maturity
 Characteristics – sales, costs, profits, customers,
competitors.
 Marketing objectives – maximize profit while defending
market share.
Strategies
 Product- diversify brands and items
 Price – price to match or best competitors
 Distributions – build more intensive distribution.
 Communications - stress brand differences and benefits
and encourage brand switching.

9. Product strategy
 A product strategy is the foundation of a product life-
cycle and the execution plan for further development.
The product strategy allows the business to zero in on
specific target audiences and draw focus on the
product and consumer attributes

10. Packaging

11. Objectives
 The Brand.
 Convey descriptive and persuasive information.
 Color code.
 Assist at home storage.
Opponents packaging

12. Demographic
Age
Gender

13. Pyschographic
Lifestyle
Behavioral
Usage rate

15. Positioning
 protector from germs, antiseptic
 POP
 POD

16. CONSUMER BEHAVIOUR
THE PSYCHOLOGY OF MARKETING
• Perception
• Emotions
• Family Of Orientation
• Opinion Leader
• Brand Loyal

17. BRANDING STRATEGY
 What Is Meant By Branding Strategy?
 Current Brand Strategy
 Building Brand Equity
 Brand Slogan
 Brand Adaptability

18. Pricing

19. Pricing Objective
 Maximum Current Profit
 Maximum Market Share

20. Pricing Strategy
Geographic Pricing
Premium Pricing
Discount and Allowances

21. Dettol handwash Lifebuoy
handwash
Dettol value
pack cool
Lifebuoy clini
care 10
(225)ml (215)ml (3*125g) (3*125g)
RS 69 RS 69 RS 112 RS 138

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