By- Anita Sharma

Presentation on Dettol

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 LIQUIDANTISEPTIC

BODYWASHSOAPPLASTER SHAVING

CREAM

Original 200ml 250ml 1000ml

Skincare 200ml 250ml 1000ml

Sensitive 200ml 250ml 1000ml

Dettol plaster

Original 70gm 120gm

Skincare 70gm 120gm

Cool 70gm 120gm

Original

Skincare

125ml

125ml

Original

100gm

Dettolantisepticliquid

50ml 200ml 500ml

Dettol Hand Wash

Dettol Soap Dettol shaving cream

Dettol Body Wash

Dettol antiseptic liquid

Dettol - Market Share

0%

20%

40%

60%

80%

100%

Antiseptic Soap Liquid soapProduct Segments

% M

arke

t sh

are

Market Share

Price Quantity Price Quantity Price Quantity16 75g 16 75g 12 75g26 125g 24.5 125g 17 125g

Price Quantity Price Quantity55 250ml 55 250ml

Price Quantity Price Quantity Price Quantity22 30g 24.5 30g 19.5 30g37 70g 37.5 70g 36 70g

Dettol Old Spice Palmolive

Liquid SoapDettol Fem

Shaving Cream

Dettol Savlon MedimixSoap

COMPETITIVE PRICING STRATEGY

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 presentedwith 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 PeopleConsumption depend upon family

• Geographic Urban- High ConsumptionRural- 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