BRAND DOSSIERON

DETTOL SOAPPresented By: Masarrat Yasmeen Sagar Kumar Vineet Sagar Zeeshan Ali Mirza

Agenda

Overview of Dettol SoapSWOT AnalysisPrime Market ExpansionDistribution StrategyHypothesisSampling Plan And Sample SizeResults of SurveyNet Take Away

Overview of Dettol Soap

History

Positioning & Repositioning

Advertisement

Sales Promotion

Segmentation

History & Evolution

Dettol is the iconic brand of Reckitt Benckiser

The brand Dettol was launched in India in 1933

The first 50 years, Dettol was present only as an

antiseptic liquid

Dettol soap launched in early 80s

In 2008 the brand celebrated its platinum jubilee

Positioning and Repositioning

Dettol Soap was initially launched as a mild and gentle skincare soap.

Two years later it was repositioned as soap capable of fighting all variety of germs.

It was positioned as soap that gives “100% Bath”In the year 2000 Dettol moved on the tagline

“Be 100% sure”

Advertisement Target Market -The target market for dettol soaps is mainly mothers

and housewives PROMOTION Tools- The various promotion tools it has used are –

Television Advertisements Print Advertisements Internet Advertisements

Sales Promotions

BUNDLING OFFER FREEBIES

Segmentation

PSYCHOGRAPHIC SEGMENTATION BEHAVIOURAL SEGMENTATION

LIFESTYLE PERSONALITY

BENEFITSUSER STATUSLOYALTY STATUSBUYER’S READINESSPURCHASE OCCASIONS

SWOT Analysis

STRENGTHS Strong Management Strong Supply Chain Strong Brand Name Customer Loyalty Varieties Of Products

WEAKNESS Limited Penetration Competiton

SWOT Analysis

OPPORTUNITIESFinancial LeverageNew MarketsPenetration

THREATS Substitute Products Intense Competition

Prime Market Expansion

Soap Market Classification - beauty, health, fairness,

freshness, herbal etc.

Dettol skincare soap was thus launched in january 2004

The third variant – Dettol cool in february 2006

The lates variant- Dettol Re-energizer was launched in

2012

Distribution Strategy

Manufacturing ConsumerRetailersStock Keeping Unit

Distributors

Hypothesis

Demand for antiseptic soap is increasing.

Is Dettol value for money?

Has the variants established awareness amongst

the customers?

Sampling Plan & Techniques

Sampling Plan

Target Audience:

People in the urban areas.

Promoting association with home maker

Age group is between 18-60 years of age.

Sampling Techniques

Convenience Sampling

Sample Size

Male-40

Female-40

Survey Report

9%

11%

38%5%

4%

14%

4%

16%

Top Of Mind

Cinthol Dettol

Dove Fiama di wills

Lifebouy Lux

Pears Others

Survey Report Q1. Rank the following qualities of soaps as per your

preference.

Rank 1 Rank 2 Rank 3 Rank 40

10

20

30

40

50

60

27

34

13

6

22

17

26

15

25

19

32

46

10 9

55

Basic Hygiene Advance Germ ProtectionFreshness Beauty & Fairness

Survey Report Q2. With which brand of soap would you associate the

following attributes?

Cinthol:Dettol:

Lifebuoy:Lux:

Savlon:Vivel:

0

10

20

30

40

50

60

50

7

2

10

0

11

2

1

0

54

0

23

3

54

9

0

13

1

Freshness Beauty & Fairness Health

Survey Report Q3. In which season do you think germ protection is more

important?

18%

25%

6%

51%

Season Association

Summer: Monsoon: Winter: Through out the year:

Survey Report Q4. How much would you / like to pay for a pack of 75

gram soap bar?

14%

36%38%

13%

Cost Priority

Rs 10-17 Rs 17-24 Rs 24-31 Rs 31-38

Survey Report Q5. Which antiseptic soap is value for money?

4%

70%

19%

8%

Value for money

Cinthol Dettol Lifebuoy Savlon

Survey Report Q6. If the price of Dettol increases by 25%.Would you continue to

use the Dettol soap?

51%

49%

Reaction to increased price

YESNO

Survey Report Q7. Which variants of Dettol Soap are you aware of and have used

in last six months?

YES NO YES NOAwareness Usuage

0

10

20

30

40

50

60

70

80

68

12

47

33

64

16

38

42

51

29 30

50

21

59

11

69

ORIGINAL SKINCARE COOL RE-ENERGIZER

Survey Report Q8. With which profile would you associate Dettol soap?

10%

9%

46%

1%

34%

Profile Association

Sports person Home maker Doctors Babies All of these

Survey Report Q10. With which brand of soap will you associate the following tag lines.

Lifeb

uoy

- Hea

lthy

Hoga

Hindu

stan

Detto

l - B

e 10

0% S

ure

Savl

on -

Heal W

ithou

t Hur

ting

Lux

- Not

Just

a S

oap

it’s Sk

inca

re0

10

20

30

40

50

60

70

55

6259

65

25

1821

15

Correct Incorrect

 Net Take Away

Dettol is the Leader in antiseptic soap market.No much change in demand for antiseptic soap.Dettol is Value for money.Dettol is able to succeed partially to establish the

awareness of its variants amongst the consumers.Dettol is trying to change the mind set of consumers

from associating dettol to just an antiseptic soap to attributes beyond that.

Dettol is trying to be part of individual life style and is working very hard to enhance and create its image among existing and future consumers respectively.

Thank You