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ON AN INVINCIBLE GERM KILLING

MISSION: DETTOLpresented by: Deep Mandal

PGDM BD(2011-13) 

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Introduction to brand Dettol

A brand synonymous with protection from germs

1. voted consistently as India’s one of the “most trustedbrands.” 

2. Core value propositions of the brand are “Functionaland Emotional” and the tagline says “Be 100% sure”. 

3. Launched in India as an antiseptic liquid for cuts andwounds, and continued it’s monopoly for almost 50years as an antiseptic, widely used in homes and hospital

4. Over the years it diversified it’s range of products intobar soap, liquid hand wash, body wash, talc, floorcleaner etc.

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Company background

1. Reckitt Benckiser (India) Limited is one of the fastest

growing consumer goods companies in South Asia.

2. In India, it has many brands namely -Dettol, Harpic, Mortein, Lizol, Cherry Blossom, Vanish,

Easy Off Bang, Veet, Colin, Disprin,Strepsils, Clearasil and

others.

3. The Company has operations in 60 countries, sells in 180and employs 22,000 people around the world.

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Dettol: then and now

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Reasons behind Dettol’s 

previous success:

Communication strategy1.Strongly positioned as the “best germ-killing antiseptic” 

2. strong ‘Dettol-like smell’ 

3. the stinging pain, when applied to wounds

4. the amber colour5. the “clouding effect” on adding it to water –all add up to

convincing the consumer about it’s efficacy 

6. packaging in green and white colours associated with

healthcare and the logo of a sword, re-in forces the senseof protection against germs.

7.emotional association of the ads with motherly care andprotection

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Complete range of Dettol products

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Bar soap

1.Dettol bar soap occupies a 4.9% market share

2.its major competitors being Lux, Lifeboy, Savlon, Godrej no

1 etc.

3.to compete with them based on sensorial measures likefragrance, moisturized soft skin, etc, Dettol soap variants

like Dettol skin care(2004), Dettol cool(2006) came up.

4.ads to promote variants were based on seasonality

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Basic communication strategy

Despite it’s appearance and usage in different variants,

the basic essence of all Dettol soaps remains the same as

the heritage brand, i.e., they all majorly promise “hygiene

and antiseptic properties” in addition to other variant-specific benefits. This remained an edge of Dettol soaps

over common beauty soaps.

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ADVERTISING STRATEGY

Starting then and till now Dettol advertising hascelebrated the role of a mother in

protecting her family. Because 'If she doesn't take care

of them who will?'

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Seasonal communication for

Dettol soaps

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Seasonality in sales in rural and urban

areas

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Advertisers in soap category

RB ranks among top advertisers

0

10

20

30

40

50

60

Hindustan Uniliver

Ltd

Reckitt

Benkiser(India) Ltd

ITC Ltd Wipro Ltd Godrej consumer

Products Ltd

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MARKET SHARE

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Pricing and packaging

strategies

1.To suit the needs of consumers, Dettol soaps are available

in different pack-sizes and combo-pack offers.

2.Pricing also plays an important role. While Dettol original is

offered at a premium price, as a part of the strategy, the

penetration problems of this premium-priced soap in

Bihar, Odisha, and Madhya Pradesh, urged the

introduction of small-sized Rs. 6 packs.

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Innovation in hand wash:

1. Dettol hand wash soap launched in 1994

2.modern, convenient and hygienic way of washing hands

3.USP of every drop of it being pure and untouched by dirty

hands appealed to masses.4.further innovative moves with launch of pouch refill pack

in 2005 followed by others and then introduction of small

pump pack at a lower pick up price in 2007.

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Other diversifications:

1.Dettol body wash: popular mostly in the metros

2.Harpic: recognized floor cleaner

3.Dettol hand-sanitizer

4.Dettol shaving cream

h f k k

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Segment wise growth for Reckitt Benkiser

(source: Reckitt Benkiser, figures in %)

0

20

40

60

80

100

120

soaps hand wash body wash

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A journey: from “being 100% sure” to

“Surakshit Pariwaar programme” 

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1.Dettol launched Dettol Surakshit Parivar, anationwide campaign, in association with IndianMedical Association (IMA)

2.objective to promote hygiene awareness amongchildren

3.The Programme is being undertaken at threedifferent levels - New Mother Programme, School

Handwash Programme and Hospital Programme.4. Spread across Delhi, Mumbai, Kolkata, Chennai,

Bangalore and Hyderabad, it targets new mothers,school children and the general public.

5. "Dettol 100% Attendance Award" to furtherencourage them to follow good hygiene

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Famous brand analyst Harish Bijoor

says

“It’s a journey of complete brand success. The

brand was India’s first well-known antiseptic

brand and it is the first B2B product to

transform into a B2C brand”, 

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Thank you, “be healthy”!