Dettol Brand Extension pgp30041
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Transcript of Dettol Brand Extension pgp30041
DETTOL BRAND EXTENSIONGuided by
Prof. Sameer Mathur(Ph.D)
Submitted by
Rahul Madadi PGP30041
[email protected] 7525035083
MANUFACTURER BACKGROUNDDettol is a line of hygiene products manufactured by Reckitt Benckiser.
BRAND PORTFOLIO
DETTOL BRAND EXTENSIONSEight brand extensions from mouthwash to prickly heat talcum powder.
Dettol liquid soap in 1994, A floor cleaner called Dettol Gold. Plans to launch an anti-dandruff shampoo.
Dettol’s Brand Extension into Soaps highly Successful
BRAND EXTENSION IN FOCUS
CATEGORY EXTENSION
Antiseptic Liquid
• Launched in 1933• Generic to its category soon after its launch.• A bottle in every household.
Bar Soap
• Launched in 1981.• Initially launched as premium cosmetic soap• Relaunched as “100% germ fighter”
INDIAN SOAP INDUSTRY ANALYSIS Combined annual revenue of about $17 billion. Highly concentrated with the top 5 companies
holding 90% of the market share. The penetration in the rural area is as high as 97%
and that for urban area is around 99%. Indian per capita consumption of soap is at 460
Gms per annum The sector registered a 15% value growth YoY.
BRANDS MARKET SHARE
PRODUCT 4 types of Dettol Soaps available
Original Cool Skincare Re – Energize
Available in 3 sizes 50gm 75gm 125gm
Premium pricing followed Value packs and Discounts (Buy 3 get 1 etc)
50gm – 17 INR 75gm – 26 INR 125gm – 41 INR
PRICE
Dettol has a well penetrated market and is sold in over 16 lakh outlets across the country.
Distributed through a network of retailers and wholesalers.
Available at retail outlets, Chemists and Hypermarkets
Direct Sales through BigBasket and Amazon
PLACE
Producer Consumer
PROMOTION
Promoted Through Television ads Print ads Expert Recommendation
DETTOL STP
Segmentation : Hygiene seeking consumers, Mothers who care about the health of their families. Family product
Targeting : Targeted keeping the entire section of consumers in mind. Targets whole segments in terms of Age, gender and geography
Positioning : Protector from Germs, re energising solution, second bath product, trade mark smell, Green and white colours of Hospital.
THANK YOU