Dettol Final - Copy1

8/7/2019 Dettol Final - Copy1

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SUBMITTED TO:

Ms ROHITA DWIVEDI

BY:

Tarang Baheti

Urvi JoshipuraShruti Nair

Vaibhav Shah

Ravi Vyas

Saurabh Upadhyay

Most Trusted BrandDETTOL- BE 100% SURE



OUTLINE

� Reckitt Benckiser

� Dettol History

� About Dettol� Growth as a brand

� Success Factors

� Achievements

� Initiatives



Reckitt Benckiser

� In 1823 Founding of Benckiser by Johann A. Benckiser.

� It is a British consumer goods company.

� Making and marketing home, health and personal care

products.� CEO: Bart Becht.

� Managing Director of R&B India: Mr. Chander Mohan Sethi.

� Indian products: India, it has many brands namely -

Dettol, Harpic, Mortein, Lizol,

Cherry Blossom, Vanish, Easy Off Bang,

Veet, Colin, Disprin, Strepsils, Clearasil



Dettol-Most trusted brand

� In 1929, Albert Reckitt, began research todevelop an antiseptic disinfectant with

Bacteriologist, Dr. W.C. Reynolds.

�They developed Dettol Antiseptic DisinfectantLiquid.

� Launched in India in 1933

�

It makes for one-third of the company's Rs1,000-crore (Rs 10 billion) turnover.

� Dettol has 85% market share in antiseptic

segment.



DETTOL-ANTISEPTIC LIQUID

� A proven safe and effective antiseptic.

� Kills various bacteria.

�Provides protection against germs causing infection andillness.

� Can be used safely for gentle antiseptic wound cleansing

and disinfecting.

� Available in a wide range of sizes From 50 ml to 500 ml.� Recommended by the Indian Medical Association.

� The brand is currently running a campaign highlighting

the efficiency and the multi-uses of the product.



GROWTH OF DETTOL AS A BRAND�

Dettol had to expand the usage beyond cuts and bruises.

� Campaign aiming to expand the usage of the brand to an all

purpose antiseptic.

Used for shaving,rinsing, and as a general disinfectant.

�Since the antiseptic lotion market was stagnant Reckitt wanted to

leverage the brand to other categories .

�Brand extentions over the years.

�

Launch of the soap in 1990's.

�Major marketing strategy: Protection and care by a mother.

�Became the most trusted brand.

�Has retained this title for more than 70 years now.



MARKET SHARE of Dettol Antiseptic

A market leader in true sense.

Virtually no competitors in the antiseptic section.



Success Factor

�

First to enter the market.� Product diversification and brand extension

� Customer loyalty and stable pricing

� Continuous innovation.

�

Symbol reinforces:

Protection from the unhygienic worldoutside.

� Educating consumers on the need for protection andsolutions.

� Has remained fresh through packaging changes and

communication.� Takes the message of preventing diseases through

maintaining hygiene to the grassroots.

� The brand is also endorsed by the Indian Medical Association



Achievements

The survey conducted jointly by Winkle and Happen.

� The results were , Dettol topped the list of most-trusted

brands, with over 50% of UK respondents agreeing it was a

brand they had confidence in.

No.4 in Most Trusted Brand by Brand Equity &Nielsen.

� 300 brands. 8160 interviews.

Quality

Price worth

Popularity

Trust & Confidence

� Its distinct smell, color and sting, it evokes an emotional bond

in millions of hearts its Dettol, its working!

� Respected and trusted place in minds and hearts of people.



Initiatives

� Global Hygiene Council recommends:

"Hand Hygiene, the first line of defence against

flu and viral infections .

� Dettol has strongly recommended the adoption

of good hand hygiene practices, to protect from

flu and viral infections.

� Reached over a million new mothers through

their Surakshit Parivar programme,





Thank you

be healthyª.

Documents

Dettol Final - Copy1