Description
SWOT ANALYSIS OF DETTOL
Dettol
Parent Company
Reckitt Benckiser
Category
Personal care brand
Sector
FMCG
Tagline/ Slogan
Be 100% sure
USP
The first of its kind in anti-bacterial segment. STP
Segment
Anti-bacterial
Target Group
All age groups
Dettol have always been positioned as a 100% germ fighter with Positioning germ fighting and protection as the core value SWOT Analysis
1. The brand’s Germ-kill heritage (brown liquid) is seen as strong and adds on trustworthiness (RTB). 2. Excellent for treating skin irritations, cuts/bruises and seasonal applications. 3. Brand comes from a reputable (old) company 4. Loyal following of ‘Original’ 5. Increasing popularity of Dettol soap as a germ killer and hygienic soap Strength 6. Has products like antiseptic liquid, soaps, sanitizers, bodywash etc
1. Despite excellent product, limited penetration in rural markets 2. Competition from other similar products means stagnant market Weakness share
1. Leverage the powerful brand equity associated with the Dettol Brand to make it an everyday use proposition. 2. Tie-ups with schools, hospitals, hotel chains etc Opportunity 3. Better penetration in rural markets and emerging economies
1.Other main players in the antibacterial category Threats 2. Other emerging players and alternatives available Competition
1.Savlon 2.Safegaurd Competitors 3. Lifebuoy
doc_534604137.docx
SWOT ANALYSIS OF DETTOL
Dettol
Parent Company
Reckitt Benckiser
Category
Personal care brand
Sector
FMCG
Tagline/ Slogan
Be 100% sure
USP
The first of its kind in anti-bacterial segment. STP
Segment
Anti-bacterial
Target Group
All age groups
Dettol have always been positioned as a 100% germ fighter with Positioning germ fighting and protection as the core value SWOT Analysis
1. The brand’s Germ-kill heritage (brown liquid) is seen as strong and adds on trustworthiness (RTB). 2. Excellent for treating skin irritations, cuts/bruises and seasonal applications. 3. Brand comes from a reputable (old) company 4. Loyal following of ‘Original’ 5. Increasing popularity of Dettol soap as a germ killer and hygienic soap Strength 6. Has products like antiseptic liquid, soaps, sanitizers, bodywash etc
1. Despite excellent product, limited penetration in rural markets 2. Competition from other similar products means stagnant market Weakness share
1. Leverage the powerful brand equity associated with the Dettol Brand to make it an everyday use proposition. 2. Tie-ups with schools, hospitals, hotel chains etc Opportunity 3. Better penetration in rural markets and emerging economies
1.Other main players in the antibacterial category Threats 2. Other emerging players and alternatives available Competition
1.Savlon 2.Safegaurd Competitors 3. Lifebuoy
doc_534604137.docx