Description
PROJECT ON DETTOL
Presentation on Dettol
By- Anita Sharma
INTRODUCTION
• Decision to launch, 1932, by the name of PCMX • Was launched in 1933 in US as Dettol, the germicide • Launched in India in 1936 • Turnover: 1991- 30 Cr, 2007- 400 Cr
Vertical and Horizontal Extension
PRODUCT MIX
HANDWASH
?
PLASTER
?
SOAP
?
SHAVING CREAM
?
BODY WASH
?
LIQUID ANTISEPTIC
?
Dettol Hand Wash Original
200ml ? 250ml ? 1000ml
?
Dettol plaster
Dettol Soap Original
70gm ? 120gm
?
Dettol shaving cream Original
?
Dettol Body Wash
Dettol antiseptic liquid Dettol antiseptic liquid
50ml 200ml ? 500ml
? ?
Original
?
100gm
125ml
Skincare
200ml ? 250ml ? 1000ml
?
Skincare
? ?
Skincare
?
70gm 120gm
125ml
Sensitive
200ml ? 250ml ? 1000ml
?
Cool
? ?
70gm 120gm
Market Share
Dettol - Market Share
100%
% Market share
80% 60% 40% 20% 0% Antiseptic Soap Liquid soap Product Segments
COMPETITIVE PRICING STRATEGY
Soap Dettol Savlon Medimix Quantity Price Quantity Price Quantity 75g 16 75g 12 75g 125g 24.5 125g 17 125g Liquid Soap Dettol Fem Quantity Price Quantity 250ml 55 250ml Shaving Cream Dettol Old Spice Palmolive Quantity Price Quantity Price Quantity 30g 24.5 30g 19.5 30g 70g 37.5 70g 36 70g
Price 16 26
Price 55
Price 22 37
PROMOTIONAL STRATEGIES OF DETTOL
Dettol Surakshit Parivar initiative on, Reckitt Benckiser will target new mothers, schools and hospitals in six metros - Delhi, Mumbai, Kolkata, Chennai, Bangalore and Hyderabad. The programme will mean getting in touch with 1.2 million new mothers, 300,000 students and 250 hospitals across the country
Reckitt Benckiser aims to target those who are most vulnerable to infections. Thus, new mothers will be presented with a vaccination chart with tips on how to keep the new-born and its surroundings germ-free, along with a free bottle of Dettol antiseptic.
Contd.
School students will be educated in the importance of washing their hands before eating.
The hospital programme will mean reaching out to hospitals and nursing homes where programmes will be conducted with nurses and staff to keep the environment germ-free. Health messages on first-aid and immunisation will also be displayed.
Way of Advertising
Print Media -Newspaper -Hoardings
?
Electronic Media -TV Commercial
?
THE SEGMENT Demographic – Literate People Consumption depend upon family
?
Geographic Urban- High Consumption Rural- Low Consumption
•
The Targeting
?
They targeted first aid use in households in urban areas They are targeting literate people
?
?
?
Many hospitals and clinics use it for secondary purpose in semi-urban areas and small towns. Mothers use it for washing households clothes.
?
The Positioning
?
Tag line- “Always Stay Protected”
?
Dettol covers whole segments in terms of age, gender, and geographical area
?
?
Packaging “green and white” associated with Hospitals and clinics
Has 83% share in market
?
Competitors
?
In liquids In soaps In hand wash liquid
?
?
?
Have a healthy time and thank you
doc_811696071.ppt
PROJECT ON DETTOL
Presentation on Dettol
By- Anita Sharma
INTRODUCTION
• Decision to launch, 1932, by the name of PCMX • Was launched in 1933 in US as Dettol, the germicide • Launched in India in 1936 • Turnover: 1991- 30 Cr, 2007- 400 Cr
Vertical and Horizontal Extension
PRODUCT MIX
HANDWASH
?
PLASTER
?
SOAP
?
SHAVING CREAM
?
BODY WASH
?
LIQUID ANTISEPTIC
?
Dettol Hand Wash Original
200ml ? 250ml ? 1000ml
?
Dettol plaster
Dettol Soap Original
70gm ? 120gm
?
Dettol shaving cream Original
?
Dettol Body Wash
Dettol antiseptic liquid Dettol antiseptic liquid
50ml 200ml ? 500ml
? ?
Original
?
100gm
125ml
Skincare
200ml ? 250ml ? 1000ml
?
Skincare
? ?
Skincare
?
70gm 120gm
125ml
Sensitive
200ml ? 250ml ? 1000ml
?
Cool
? ?
70gm 120gm
Market Share
Dettol - Market Share
100%
% Market share
80% 60% 40% 20% 0% Antiseptic Soap Liquid soap Product Segments
COMPETITIVE PRICING STRATEGY
Soap Dettol Savlon Medimix Quantity Price Quantity Price Quantity 75g 16 75g 12 75g 125g 24.5 125g 17 125g Liquid Soap Dettol Fem Quantity Price Quantity 250ml 55 250ml Shaving Cream Dettol Old Spice Palmolive Quantity Price Quantity Price Quantity 30g 24.5 30g 19.5 30g 70g 37.5 70g 36 70g
Price 16 26
Price 55
Price 22 37
PROMOTIONAL STRATEGIES OF DETTOL
Dettol Surakshit Parivar initiative on, Reckitt Benckiser will target new mothers, schools and hospitals in six metros - Delhi, Mumbai, Kolkata, Chennai, Bangalore and Hyderabad. The programme will mean getting in touch with 1.2 million new mothers, 300,000 students and 250 hospitals across the country
Reckitt Benckiser aims to target those who are most vulnerable to infections. Thus, new mothers will be presented with a vaccination chart with tips on how to keep the new-born and its surroundings germ-free, along with a free bottle of Dettol antiseptic.
Contd.
School students will be educated in the importance of washing their hands before eating.
The hospital programme will mean reaching out to hospitals and nursing homes where programmes will be conducted with nurses and staff to keep the environment germ-free. Health messages on first-aid and immunisation will also be displayed.
Way of Advertising
Print Media -Newspaper -Hoardings
?
Electronic Media -TV Commercial
?
THE SEGMENT Demographic – Literate People Consumption depend upon family
?
Geographic Urban- High Consumption Rural- Low Consumption
•
The Targeting
?
They targeted first aid use in households in urban areas They are targeting literate people
?
?
?
Many hospitals and clinics use it for secondary purpose in semi-urban areas and small towns. Mothers use it for washing households clothes.
?
The Positioning
?
Tag line- “Always Stay Protected”
?
Dettol covers whole segments in terms of age, gender, and geographical area
?
?
Packaging “green and white” associated with Hospitals and clinics
Has 83% share in market
?
Competitors
?
In liquids In soaps In hand wash liquid
?
?
?
Have a healthy time and thank you
doc_811696071.ppt