DETTOL

A TALE OF ANTI-BACTERIAL SOAPS

GROUP MEMBERS

Presented by:Mr. Shafiq Ahmed SoomroMr. Muhammad ImranSyed Zahid JamalMr. Sher ShahMr. Khalid Hussain

Submitted to:Syed Akhtar Mahmud

INTRODUCTION OF DETTOL

Video

Origin of the product DETTOL and its mission for health.

DETTOL IN PAKISTAN

Video

Dettol brand in Pakistan.Evolution…

SOAP MARKET

The soap market size is of Rs. 17 Billion in Pakistan

It is divided in two categories:

Beauty Soap (Lux, Capri, Dove etc.)

Anti Bacterial Soap (Lifebuoy, Safeguard, Dettol)

The share of Anti bacterial soaps is 49%

This segment has a value of Rs 8.3 billion

It has a annual volume turnover of 33700 tones

Antibacterial Soap Market is increasing by 7%

The overall soap market is growing by 10%

STATISTICAL DATA

The market share of Dettol soap is 9%.

Promotional budget is only Rs. 290 Million which is the lowest among their major rival in the antibacterial soap segment

STATISTICAL DATA

The target market for Dettol soap is all households (primarily mothers) who can afford buying soap and who want to fulfill an everyday need (primarily bathing) that provides them and their family with a 100% anti-bacterial solution – complete protection from all germs/ bacteria and cleanliness from dirt / grime.

TARGET MARKET

Geographic location Include almost all Urban; suburban; small town; and some

rural areas of Pakistan Demographics

Gender Male; female mainly mothers Age 18years to 45 years

Socioeconomic status Mainly targeting middle class and upper middle class in

urban and sub-urban areas – primarily cities and surrounding areas. Rural market penetration is limited and is primarily driven through indirect channels (e.g.Wholesale)

Psychographics Young housewives and mothers who care about the health

and well being of her family.

TARGET MARKET

DETTOL

TrustAntisep

tic

Safety

HygieneReliabl

e

Healthy family

Bad Smell and burns on application

Affordable

• Dettol is largely perceived as an antiseptic brand.

• Used for hygiene and health of the entire family

Q : What words do you associate with ' Dettol‘?

BRAND ASSOCIATIONS

BRAND PERSONA

Personificatio

n of Dettol

A Young, Caring

MotherA concerned

friend (boy/girl)

A strong superhuman (Superman)

A war soldier

A man in his late 30’s.

clean. Single child. wears white a lot. neat hair.

slim and fit. clean

shaved. Sticks to the

point.

A disciplined, organized husband

An experienced

doctor (Female)

A fat ,middle aged man. Cleanliness

Freak. Yellow –

complexioned. Wears a green suit

Consumers are open to the idea of using Dettol Soap when they faced extreme dirt conditions. Hence, it was felt that Dettol Soap needs to be positioned for occasions that are special, but not rare in everyday life. These could be based on exposure to dirt and germs, pollution, heat, sweat etc.

WHAT WENT WRONG ?

If the major product has certain core properties, then the consumer develops a certain expectation from its other products as well.

Since Consumers associate the Brand Dettol so strongly with its strong antiseptic qualities, its extension into the mild skincare segment has not been very well received.

Dettol Antiseptic Liquid is also popular as a floor disinfectant and for washing clothes, hence associating soap and body wash with the same Brand name discourages customers from using these products.

NEGATIVE BRAND EQUITY

Dettol Skin Care

VIDEO

PRODUCT PORTFOLIO

DETTOL REPOSITIONING

Dettol, has come up with new Dettol Re-energize soap with the freshness of orange and Dettol's trusted germ protection. The unique formulation not only protects you against germs but also leaves you feeling healthy, fresh and re-energized.

DETTOL REPOSITIONING

Dettol Re-Energize Soap

Turn up the energy…

VIDEO

To capitalize on brand equity of Dettol, it should position its brand extensions well and Increase innovations.

It could very well use its image & equity of safety for products like anti bacterial deo spray, shaving gels, etc

Dettol’s benefits and features are very well received among the consumers, now it should move up towards the values and emotions in the brand value pyramid.

CONCLUDING REMARKS

Benefits

Features & Attributes

BRAND VALUE PYRAMID

THANK YOU&

STAY HEALTHY….