Dettol

PRODUCED BY PRODUCED BY Prof SHAILESH KALE PROF SHAILESH KALE

DIRECTED BY ADITI PAI JAYA MALIWAR PRACHET SHETH SUDHEER WADHWA VINISHA PAREKH

Reckitt Benckiser India Ltd, priorly known as Reckitt & Coleman is a 51% subsidiary of Reckitt Benckiser Plc which started way back in 1934. Reckitt & Coleman India (RCI) was incorporated in 1951. Reckitt Benckiser, a U.K. based company launched various brands and products in the Indian market like DETTOL, HARPIC, CHERRY BLOSSOM, MORTEIN,LIZOL,ROBIN BLUE,DISPRIN.

BRAND EXTENSION-

Dettol - Market Share 80% 60% 40% 20% 0% Soap Liquid soap Product Segments

Demand Forecast : Past & Future

Years

2009

2008

2007

2006

2005

2004

2003

2002

2001

2000

170 160 150 140 130 120 110 100 1999

Antiseptic

Demand ( Rs in bn )

% Market share

100%

0%

60%

Attributes Usage for other Dettol Products

74%

Brand Loyalty

72%

Reason

80%

Preferred antiseptic

100%

Brand Awareness

% of survey

Survey Result

85% 72% 56%

40%

20%

COMPETITIVE PRICING STRATEGY Price 16 26

Price 55

Price 22 37

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

Market penetration strategy GOOD HEALTH BEGINS WITH HYGIENE

Range of Products

Antibacterial Soap

Inhibits bacteria 24 hrs

Liquid Handwash

Resist germs to multiply ,cleanwash

Shaving Cream

Band - Aid

Softens the skin for better shave,avoids bruises,rashes gives freshness

Hotels,homes Hotels,theatres, hospitals & dispensary, railways & educational print media institutes

Hoardings banners ,men’s saloon magazines

Heals wounds faster,water resistant,prevents further invention Banners,school sportsevents ,articles

TREND ANALYSIS OF RBIL

Sales

Trend Analysis of Past 5 years

64000 61000 58000 55000 52000 49000 46000 43000 40000 2000

2001

2002 Years

2003

2004

SWOT ANALYSIS OPPORTUNITIES Dettol Water Purifier due to increase in epidemics STRENGTHS

High market share of antiseptic liquid Brand loyalty

Opportunity to capture the shaving cream segment SWOT ANALYSIS

Attractive Packaging of competitor products Good Advertisements by competitors

Most trusted Brand High quality at affordable prices

THREATS Competitive Pricing

WEAKNESSES Poor marketing strategies for Dettol Shaving Cream & Dettol Talc Burning sensation of Antiseptic liquid

What Next ? D - Guard

Diversification : Shaving Cream

WHAT NEXT ?

Cash Cow Star Product Antiseptic Liquid Soap & Liquid soap

Problem

t

s i l j u Kh

a h a a eR

Proposition :

 Itching Sensation Benefit

 Quick Relief and cooling effect throughout the day Reason to Believe

 Dettol is the most trusted and hygienic Product In India The Selling Story….. No more BLACK MARKS with quick relief



Attractive Packaging

 Incentive to dealers/ distributors  Enter just before summers  TV commercials telecasted especially during prime time  Advertisements through Radio channels during morning and evening  Outdoor media: billboards at railway stations, bus stops,BEST Buses,Trains

DD - GUARD - GUARD

at

aah Se R

e S i l j u Kh t a h a a R i Khujl

Don’t Scratch the Itch…… …… Here’ s your wireless handsfree…… Net WT. 25gms & 12gms * For external use only

A PERFECT 12 HRS SOLUTION • Greaseless , Non – Staining & Odourless Cream • Full Prescription Strength • Relieves Itching and Burning •Gives a cooling Effect

Facts And Figures ► RBIL from its flagship brand Dettol achieves an annual

turnover of Rs.300cr plus

► Out of RBIL ‘s total turnover Dettol Antiseptic Liquid contributes 22% and Dettol soap about 10% According to the Economic Times Survey of India’s Most Trusted Brands,Dettol was rated fifth in the year 2001and first in 2002. ►

► In the week of Tsunami disaster RBIL has made 2000 litres donations in kind and product donations such as : 20000 soaps Dettol Soaps Dettol Antiseptic liquid

Recommendations  Glass bottles to Plastic bottles Reduce burning sensation 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.