Description
Dettol is the trade name for a line of hygiene products manufactured by Reckitt Benckiser. It has been in use since before the 1950s.
? Dettol, the iconic brand from Reckitt Benckiser. ? Dettol is Rs 300 crore brand of Reckitt and Benckiser formerly . ? It is launched in 1933 in india , Dettol has gained the trust of millions of Indians. ? It has been consistently voted as one of the 'Most trusted brands' of Indians. ? Dettol completes 77 years of protecting families from illness causing germs. ?The brand has celebrated platinum jubilee in 2008 .
OBJECTIVE
Focusing on building the power brands in high growth categories : • Geographic expansion of the portfolio
• Continuous innovation • Higher investment in brand building
Some uncontrollable situational factors that are faced by the Reckitt Benckiser and Dettol soap are as follows, • Demand: Although the demand for Reckitt Benckiser products is very high but when we talk about the demand of the Dettol soap the demand is growing in the antibacterial category. • Competition: There was no direct competitor of Dettol soap at the time of launching but today; two brands are directly competing Dettol. Safeguard (P & G) and lifebuoy (Unilever) are direct competitors • Other factors: like the government regulations and technological advancements have had no significant effect on the product and the company.
In the mind of the consumer, anti-bacterial soap should have the following:
• A product whose core function is to clean skin, making it softer and smoother, while leaving a feeling of freshness behind. • Like Dettol has given it’s slogan of “Dettol protects against a wide range of unseen germs, including bacteria and viruses” • While safeguard is focusing on ‘Din Raat Lagataar Mahaffuz’ which is more powerful in the mind of the consumer. • Lifebuoy is following the “germ buster’s” strategy.
The target market for Dettol soap is all households (primarily mothers) who can afford buying soap and who want to fulfill an everyday need (primarily bathing) that provides them and their family with a 100% anti-bacterial solution – complete protection from all germs/ bacteria and cleanliness from dirt / grime.
• Around 50% of the soaps are sold in the rural markets. • The overall soap market is growing by 10 % while the antibacterial segment is growing by 7%.
• Hence, there is a lot of potential in the market for growth and additional brand penetration and brand building.
COMPETITION ANALYSIS
• Dettol soap is a brand of Reckitt Benckiser India Ltd and it has been operating in India since 1933. Dettol is the leader in the antiseptic market with 85 % market share. • Safeguard is the No. 1 antibacterial soap worldwide.
• Lifebuoy is one of Unilever's oldest brands. Lifebuoy has a market share of 16 %.
Savlon
Safeguard Lifebuoy
Santoor
Patanjali
SWOT Analysis
OPPORTUNITIES
Dettol Water Purifier due to increase in epidemics
STRENGTHS
Opportunity to capture the shaving cream segment
High market share of antiseptic liquid Brand loyalty Most trusted Brand High quality at affordable prices
WEAKNESSES SWOT ANALYSIS
THREATS Competitive Pricing Attractive Packaging of competitor products Good Advertisements by competitors
Poor marketing strategies for Dettol Shaving Cream & Dettol Talc Burning sensation of Antiseptic liquid
• Glass bottles to Plastic bottles • Aggressive marketing strategy for Dettol Shaving Cream • Smaller size of Dettol Soap’s to enable the traveling people to brand loyal. • Improving the Dettol Band-aid quality. • Need for Dettol Shaving Foam & Gel for younger Generation.
CONCLUSION
?
Dettol has successfully repositioned its brand. It has done so by substantially strengthening their brands and building capabilities. returning to growth.
? This has already begun to yield benefits and they are
? Volume growth is being followed by value growth, which
in turn is bringing profit growth.
? Dettol is delivering good services and the changes they
brought in the products are well taken by the consumers, by this they are generating sustainable profitable growth.
doc_386640487.pptx
Dettol is the trade name for a line of hygiene products manufactured by Reckitt Benckiser. It has been in use since before the 1950s.
? Dettol, the iconic brand from Reckitt Benckiser. ? Dettol is Rs 300 crore brand of Reckitt and Benckiser formerly . ? It is launched in 1933 in india , Dettol has gained the trust of millions of Indians. ? It has been consistently voted as one of the 'Most trusted brands' of Indians. ? Dettol completes 77 years of protecting families from illness causing germs. ?The brand has celebrated platinum jubilee in 2008 .
OBJECTIVE
Focusing on building the power brands in high growth categories : • Geographic expansion of the portfolio
• Continuous innovation • Higher investment in brand building
Some uncontrollable situational factors that are faced by the Reckitt Benckiser and Dettol soap are as follows, • Demand: Although the demand for Reckitt Benckiser products is very high but when we talk about the demand of the Dettol soap the demand is growing in the antibacterial category. • Competition: There was no direct competitor of Dettol soap at the time of launching but today; two brands are directly competing Dettol. Safeguard (P & G) and lifebuoy (Unilever) are direct competitors • Other factors: like the government regulations and technological advancements have had no significant effect on the product and the company.
In the mind of the consumer, anti-bacterial soap should have the following:
• A product whose core function is to clean skin, making it softer and smoother, while leaving a feeling of freshness behind. • Like Dettol has given it’s slogan of “Dettol protects against a wide range of unseen germs, including bacteria and viruses” • While safeguard is focusing on ‘Din Raat Lagataar Mahaffuz’ which is more powerful in the mind of the consumer. • Lifebuoy is following the “germ buster’s” strategy.
The target market for Dettol soap is all households (primarily mothers) who can afford buying soap and who want to fulfill an everyday need (primarily bathing) that provides them and their family with a 100% anti-bacterial solution – complete protection from all germs/ bacteria and cleanliness from dirt / grime.
• Around 50% of the soaps are sold in the rural markets. • The overall soap market is growing by 10 % while the antibacterial segment is growing by 7%.
• Hence, there is a lot of potential in the market for growth and additional brand penetration and brand building.
COMPETITION ANALYSIS
• Dettol soap is a brand of Reckitt Benckiser India Ltd and it has been operating in India since 1933. Dettol is the leader in the antiseptic market with 85 % market share. • Safeguard is the No. 1 antibacterial soap worldwide.
• Lifebuoy is one of Unilever's oldest brands. Lifebuoy has a market share of 16 %.
Savlon
Safeguard Lifebuoy
Santoor
Patanjali
SWOT Analysis
OPPORTUNITIES
Dettol Water Purifier due to increase in epidemics
STRENGTHS
Opportunity to capture the shaving cream segment
High market share of antiseptic liquid Brand loyalty Most trusted Brand High quality at affordable prices
WEAKNESSES SWOT ANALYSIS
THREATS Competitive Pricing Attractive Packaging of competitor products Good Advertisements by competitors
Poor marketing strategies for Dettol Shaving Cream & Dettol Talc Burning sensation of Antiseptic liquid
• Glass bottles to Plastic bottles • Aggressive marketing strategy for Dettol Shaving Cream • Smaller size of Dettol Soap’s to enable the traveling people to brand loyal. • Improving the Dettol Band-aid quality. • Need for Dettol Shaving Foam & Gel for younger Generation.
CONCLUSION
?
Dettol has successfully repositioned its brand. It has done so by substantially strengthening their brands and building capabilities. returning to growth.
? This has already begun to yield benefits and they are
? Volume growth is being followed by value growth, which
in turn is bringing profit growth.
? Dettol is delivering good services and the changes they
brought in the products are well taken by the consumers, by this they are generating sustainable profitable growth.
doc_386640487.pptx