Length, Width andDepth of Dettol

INTRODUCTION Decision to launch, 1932, by the name of

PCMX Was launched in 1933 in US as Dettol, the

germicide Launched in India in 1936 Faced stagnation by 1980 and decided to

diversify Introduced Soap in 1981. Failed. Turnover: 1991- 30 Cr, 2007- 400 Cr Embraced Umbrella Branding

Width, Length and Depth

WIDTH: No. of product lines a company offers

LENGTH: Segmentation offered by a company in a product line

DEPTH: Variants offered in each product line

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 antiseptic liquid

CUSTOMER SURVEY ANALYSISNo. of customers using

dettol

Yes

No

Customer Preference

Dettol Antiseptic

Savlon Antiseptic

Antiseptic Soap Preference

Dettol

Savlon

Lifebuoy

71%

29%

76%

24%

Dettol minus Antiseptic Quality?

yes

No

68%

18%

14%

62%

38%SAMPLE SIZE:50

Ghaziabad (Vaishali)

Delhi (Rohini, South Ex)

Noida (Sect- 18, 27, 29)

Soap

Shaving Cream

Tile Cleaner

Hand wash

Plaster

Toothpaste

0 5 10 15 20 25 30

CUSTOMER SURVEY ANALYSIS

Q: Products not available under Dettol

Cosmetics

Condoms

Hair Care

Toothpaste

Tile/Toilet Cleaner

Others

0 2 4 6 8 1012141618

Products Anticipated

Retailer Survey Analysis

Hospitals Residents Both

0

2

4

6

8

10

12

14

16Major Consumers

Column B

Consumer

No

Soap

Antiseptic Liquid

Shaving Cream

Hand Wash

Plaster

0 1 2 3 4 5 6 7 8

Average Units Sold/month

> 100

Up to 100

Up to 50

Up to 25

Up to 10Prod

ucts

Soap

Antiseptic Liquid

Hand Wash

Shaving Cream

0 2 4 6 8 10 12 14 16

Growth\Decline in sales in past

No Change

Decrease

Increase

SAMPLE SIZE:20

BCG MATRIX OF DETTOL

Body Wash

CASH COWSBody Wash

CONCLUSION

Problem with Diversification Marketing Strategy is not uniform Major sales come from Soap, Antiseptic

liquid and Hand Wash Should foray in the haircare and

cosmetics segment

PRESENTED BY: 6 MARKETEERS

1)Ankit Maheshwari 2)Ankita Sharma 3)Abhishek Changal 4)Sushant Vashisht 5)Samir Thacker 6)Faraz Husain