Advertisment Assignment
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Transcript of Advertisment Assignment
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8/2/2019 Advertisment Assignment
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DETTOL
Submitted by:-
Vaibhav Alawa
Roll No.46105
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DETTOL- BE 100% SURE
Dettol completes 75 years of protecting familiesfrom illness causing germs
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INTRODUCTION
Reckitt Benckiser (India) Limited, formerly known asReckitt & Colman (India) Ltd is one of the
fastest growing consumer goods companies in South Asia.In India, it has many brands namely -
Dettol, Harpic, Mortein, Lizol, Cherry Blossom, Vanish,Easy Off Bang, Veet, Colin, Disprin,
Strepsils, Clearasil and others. It has major presence inhome and personal care, surface care,
fabric care, pest control and healthcare. The Company hasoperations in 60 countries, sales in 180
and employs 22,000 people around the world. GloballyReckitt Benckiser plc is headquartered in
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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 ofmillions of Indians
It has been consistently voted as one of the 'Most trustedbrands' of India.
Dettol completes 75 years of protecting families from illnesscausing germs.
The brand has celebrated platinum jubilee in 2008
Continue..
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PRODUCTS UNDER BRAND
APPROVEED BY INDIAN MEDICAL
ASSOCIATION
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DETTOL-ANTISEPTIC LIQUID Antiseptic Liquid : Dettol Antiseptic Liquid is a proven safe
and effective antiseptic that kills various bacteria andprovides protection against germs which can causeinfection and illness. It has more than 83% market share.
It can be used safely for gentle antiseptic wound cleansingand disinfecting.
Available in a wide range of sizes From 50 ml to 500 ml. For
detailed usage instructions see back label of product.
The brand is currently running a campaign highlightingthe efficiency and the multi-uses of the product.
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USES OF DETTOLAntiseptic Liquid
Dettol Antiseptic Liquid is a product, which has manyuses for protecting your family from germs:
Use with mopping water to disinfect floors completely
Use in washing laundry to disinfect your clothes
For first aid and personal care uses, Dettol AntisepticLiquid must always be used diluted with water.
Available in a wide range of sizes from 50ml to 5 litre.For detailed usage instructions see back label ofproduct.
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GROWTHDettol had to expand the usage beyond cuts and bruises.
Hence Reckitt and Coleman unleashed a campaign aiming toexpand the usage of the brand to an all purpose antiseptic that can
be used for shaving,rinsing, and as a general disinfectant.
Interestingly this multi-usage of Dettol Antiseptic Liquid paved the way for the
next generation of Dettol.
Since the antiseptic lotion market was stagnant Reckitt wanted toleverage the brand to other categories . Dettol saw over these yearsplenty of brand extentions. The first launch was the soap in 1990's.The initial launch was unsuccessful because the brand moved
from core value of protection to love and care.
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COMPETITOR FOR DETTOL
DETTOL SAVLON
Dettol have always beenpositioned as a 100% germfighter with germ fightingand protection as the core
value.
Savlon introduced as first aidsolution.
t is commonly used fortreatment of mild scarring,some mild burns, cuts and
bruises as well as skin healingtreatment for spots
From its launch to 1980's the brand had a dream run with virtually no
competitors. Having no competition is a problem, the growth will be stagnant.
Later on savlon introduced antiseptic liquid , which didnt succeed like dettol
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ADVERTISING STRATEGY
Starting then and till now Dettol advertising hascelebrated the role of a mother inprotecting her family. Because 'If she doesn't takecare of them who will?'
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Dettol Surakshit Parivar
Dettol has launched Dettol Surakshit Parivar, a nationwidecampaign, in association with the Indian Medical Association(IMA). The objective of this campaign is to generate awarenessthat good hygiene practices are essential to reduce the risk ofinfections, particularly for those who are most vulnerable toillness such as infants and children.
The Programme is being undertaken at three different levels -New Mother Programme, School Handwash Programme andHospital Programme. Spread across Delhi, Mumbai, Kolkata,
Chennai, Bangalore and Hyderabad, it targets new Mother's,school children and the general public.
New Mother Programme not missed a single day at school are given"Dettol 100% Attendance Award" to further encourage them to follow goodhygiene
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CommunicationDettols communication in the initial years was
via medical detailing material, print
advertisement in popular press and medicaljournals. This was followed by TV
advertisements centered on first aid
application for many
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MediaTV , PRINT AD. & RADIO
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TARGET MARKETAs per my point of view:
All Hospitals of the City or Town
All Hotels of the City or Town
All School or Colleges of the City or Town
All Restaurant of the cities.
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POSITIONING STRATEGYPositioning Against Competitor Dettol is positioned as a premium brand which the mother
chooses for 100% protection against all germs and bacteria forher family.
Positioning In Relation To Product Attribute: The primary positioning vis a vis product attribute is that Dettol
Soap has the essence of Dettol Solution, the no. 1 antisepticbrand in the world trusted by families everywhere for over a
century.
Positioning by price and quality As Dettol is a premium brand, it is priced at a premium to its
competitors.
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MARKET SHARE
dettolsavlon10%
83%
others7 %
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Market Structure
Product
category
Market
share
Market
value
Competitors Market
structureDettolAntisepticliquid
87.5% 120 crores SavlonSuthol
Monopolisticcompetition
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Success factor
First to enter the market .
Product diversification
Customer loyalty
Continious innovation
Over the years of the original Dettol Antiseptic Liquid,even as Dettols product bouquet has grown, the trustedprotection has remained the same. With its distinct smell,color and sting, it evokes an emotional bond in millions ofhearts its Dettol, its working!
Dettol advertising starting in 1960s has centered oneducating consumers on the need for protection fromgerms, while offering solutions to manage the problem ofgerms wherever and whenever they may occur.
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Thank you
be healthy.