75 years of dettol
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19-Oct-2014 -
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Transcript of 75 years of dettol
75 Years of Dettol
DETTOLUsage of the brand DETTOL gives rise to many emotions in the consumers’ minds. From making them feel safe and secure about the well being of ‐their family to making the mother feel that she has done the best for her family, the brand evokes positive imageries and emotions. Thus, it is only fitting that the brand’s tagline says ‐ Be 100% Sure.
Reckitt Benckiser India Ltd(RBIL)COMPANY BACKGROUND
• Reckitt Benckiser India Ltd (RBIL) is a fully owned subsidiary of Reckitt Benckiser Plc., world’s No.1 Company in household cleaning
• Reckitt Benckiser PLC is a British multinational consumer goods company headquartered in Slough, United Kingdom.
• Formed in December 1999 from the merger of Reckitt & Colman PLC and Benckiser N.V.
• It has operations in over 60 countries and its products are sold in over 180 countries.
• Reckitt Benckiser is listed on the London Stock Exchange It had a market capitalisation of approximately £23.2 billion as of 23 December 2011, the 20th-largest of any company with a primary listing on the London Stock Exchange.
Cont.• RBIL,manufactures and markets a wide range of products in Personal
care, Pest control, Shoe care, Antiseptics, Surface care, Fabric care and other categories.
• Well-known brands of RBIL are Dettol, Mortein, Harpic, Cherry Blossom, Lizol, Disprin, Robin powder, Colin etc.
• Most of these brands are either number 1 or number 2 in their respective categories in India.
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 Body Wash • Dettol body wash was launched in 2005 for further penetration into related
categories and progression into the urban market.• The Body Wash market is a small but fast growing category. Its category size was
Rs. 16 Crores in 2007. For the last 3 years, the CAGR has been near 30%• The current user profile of Body Wash is upper SECs who reside mainly in Metros.
The user profile currently also has a slight female skew and the association of the product usage is with feelings of indulgence and ‘pampering oneself’. The category is considered ‘premium’ due to its high priced products.
• Given the size of the market, the support behind the category has been overall at a rather low level.
• The overall penetration in India is a meagre 1%. However, trends in other semi-developed markets show that shower gels clearly the body-wash market of the future. In many developed countries, use of soap is changed to body wash format (almost to 50%).
4 Variants in Body Wash• Extreme Body Wash : Dettol Skincare products introduces all New Dettol Original Body
wash is specially formulated for everyday use. Dettol Original Body wash formula is 10 times better at fighting germs compared to ordinary soaps. So give Dettol's trusted protection to the entire family.
• Aqua Body Wash : Dettol Skincare Body wash offers the perfect balance between your beauty and personal hygiene needs. Dettol Skincare Body wash is formulated specifically to ensure that you don't have to compromise on your beauty needs to get Dettol's trusted protection.
• Nourishing Body Wash :Dettol Skincare products introduces all New Dettol Nourishing Body wash is specially formulated with Natural essence for everyday use. Dettol Nourishing Body wash is formulated specifically to ensure that you don't have to compromise on your nourishment to get Dettol's trusted protection
• Soothing Body Wash : Dettol Skincare products introduces all New Dettol Soothing Body wash is specially formulated with Natural essence for everyday use. Dettol Soothing Body wash is formulated specifically to ensure that you don't have to compromise on your nourishment to get Dettol's trusted protection
Extreme Body wash
Aqua Body wash
Nourishing Body wash Soothing Body wash
SWOTStrength Weakness
Opportunity Threats
Competition• Lux: It launched the MTV range – Friday Night Fever and ran spots on
MTV• Palmolive: It has launched the ‘Spa’ range with two variants –
Thermal and Firming• Dove: Has picked up in the body wash market and launched a new
product in 2007
Body wash Market - India
Dettol Body Wash-Targeting • Targeted 6 major metros• Mass Marketing • Targeted at mainly Man and Women from ( 18 to 40 ).
Dettol launched its campaign in May’07 ‘Pleasure for the Senses, Protection for the Body’. Currently, Dettol Body Wash is distributed by the company in the top six metros and in the self-service stores only.
PROMOTIONPROMOTIONAL TOOL
TV Commercial
Social Media/Internet
Print AD
COMPETITIVE PRICING STRATEGY
• Not competing against DOVE• Targeted mainly into middle & lower price category• Targeting the peripheral price segments
THANKING YOU