By:- Group-9Chougule Aditya 11228Rajesh kumar Meena 11578Vivek Kumar 11821Prashant kumar 11525

Marketing Plan Instructor:-

Dr. Shashi Shekhar Mishra

Dettol No Touch Hand

Index: Executive summary Situation analysis

o Market Summary Market Demographics Market Needs Markets Trends Market Growth

o SWOT Analysiso Competitive Analysiso Product Offeringso Key to successo Critical Issues

Marketing Strategieso Missiono Marketing Objectiveso Financial Objectiveso Target Marketso Positioningo Strategieso Marketing Programo Marketing Research

Financialso Break-Even Analysiso Sales Forecasto Expense Forecast

Controlso Implementationo Marketing Organizationo Contingency Plan

List of Tables:

List of Figures:

Executive SummaryReckitt Benckiser Founded in 1823, with a vision of world where

people are healthier and live better. Keeping in mind the health

and hygiene of the customers and to give them better solutions

in household cleaning and personal care, Reckitt Benckiser has

identified an opportunity to extend its Dettol brand into the

personal care category by offering a no-touch handwash dispenser

for kitchen and bathroom use.

No touch Handwash is a Unique and Innovative Product break-

through in Hand Hygiene. The No-Touch dispenser automatically

senses your hands and dispenses a sufficient amount of liquid

soap to give you a great handwash experience. Thus, saving you

from excessive use of handwash as well as protecting you from

you from touching the pump which contains a lot of germs. It

gives you 10 times better protection against germs, proving to

be the ultimate solution for healthy hands.

SWOT Analysis

Strength: Strong and Trust-worthy brand name.

Brand comes from a reputable (old) company.

Customer Loyalty.

High quality at affordable price.

Increasing popularity of Dettol soap as a germ killer and

hygienic soap.

Have products like antiseptic liquid, soaps, sanitizers,

body wash etc.

Weakness: Limited penetration in rural markets.

A stagnant market share due to Competition from other

similar products means.

Growth of Market share limited due to extremely competitive

segment.

Primary research cost will be high because of the technology

involve in no touch Handwash.

Opportunities: Liquid Hand Wash is a niche market segment with a great

growth potential.

Increased education about hygiene among consumers. Use the powerful brand equity of Dettol to make its product

an everyday use proposition.

Tie-ups with schools, hospitals, hotel chains etc.

Better penetration in rural markets and emerging economies.

Threats: High price of No touch liquid Handwash.

Competitors can come up with a similar low cost product or different variants.

Massive competition from other competitors like Lifebuoy, Savlon, Fem etc.

Competitors can come up with different variants.

Alternatives available to the consumers.

Product Offerings:

Dettol No-Touch Hand Wash System consists of a Battery Operated Gadget.

It can be refilled. There are sensors which detect the hand movement and

automatically dispense just the right amount of soap. Dettol No-Touch Hand Wash system protects against a wide

range of germs. Thus helping you to maintain a healthier and happier home

environment for your family.

It is enriched with moisturizing ingredients that leaves your hands feeling refreshed and soft.

It kills 99.9% of bacteria and removes viruses. Easy to use for children and easy to use during any kind

of activity that generates mucky hands.

Competitive Analysis

Existing liquid handwash products were dominated by products

in pump dispensers. Products range from hygiene/sanitation to

cosmetics and personal care. Introducing the liquid hand wash

introduced a new market for the Dettol which covers almost 70%

and more of the whole market of Dettol.

68 %

23 %

9 %

Fig 1 : Market Share by Handwash, Soap and Sanitizer, 2007

Liquid HandwashSanitizerHandsoap

Compared to its competitors, Dettol is the market leader in

the market with 51% market share in Liquid hand wash. Next comes

the Lifebuoy with a share of around 20% and then there are

others like Savlon, Fem, Palmolive etc. The No touch Liquid soap

targets at the customer who currently uses Liquid Handwash and

are more concious about their health and hygiene and want a

ulitimate protection for themselves and their families.

51 %

20 %

17 %1% 7 %

Fig 2 : Market shares of leading brands Liquid Hand wash Market, 2007

DettolLifebouyFemSavlonPalmolive

Since, No touch handwash is a new and advanced technology,

there is no such competition in terms of technology. But in

terms of its benefits it provides to the customers, it has

competition with Liquid Hand washes which are prevalent in the

society. It aims to compete with the market of liquid hand

washes of Lifebuoy, Fem, and Savlon etc.

Marketing Strategies

Mission

Reckitt Benckiser is about passionately delivering better solutions in household cleaning, health & personal care to customers and consumers, wherever they needed and they are.

Dettol’s Mission for Health aims to help families in all over the world to stay healthy and avoid diseases, illness and germs.

The No Touch solution is a innovative breakthrough in the the category of Hand wash liquid soaps.Its value proposition is to provide a healthy handwash experience with a 10 times better protection against germs, proving it to be the ultimate solution for healthy hands. Dettol No-Touch makes it easier and safer for consumers to promote healthy lifestyle within your family. It aims at to increase the global market share of Liquid soaps and capture those consumers who are highly health and hygiene conscious to establish a niche market.

Marketing Objectives

Maintain a positive, strong growth of the brand name and its

value propositions.

Achieve a steady increase in market penetration.

Increase the penetration

Financial Objectives

Touch solution is a innovative breakthrough in the the

category of Hand wash liquid soaps.Its value proposition is

to provid