DOW UNIVERSITY OF HEALTH SCIENCES

M.B.A-II (Evening)Marketing of Dettol

Usage of the brand DETTOL gives rise to many emotions in the consumers’ minds, making the mother feel that she has done the best for her family, Thus, it has the best brand’s tagline says ‐Be 100% Sure.

Reckitt Benckiser

• Reckitt Benckiser is a British multinational consumer goods company headquartered in Slough, United Kingdom.

• Reckitt Benckiser owns a wide range of household brands in five main areas.

• It has operations in over 60 countries and its products are sold in over 180 countries.

Marketing mix of DettolThe 4P's of Dettol brand and

products.Product in the Marketing mix of Dettol

►Dettol products have targeted mainly the women and children groupPrice in the Marketing mix of Dettol

►During the rainy seasons from June to August, the company gives a 2% discount to the retailers and 4% discount to the wholesalers in order to

push up the salesPlace in the Marketing mix of Dettol

►Dettol has captured nearly 60% of the Indian market and its strength is continuously growing. Be it a Metropolitan city or a small village one can

usually find a Dettol product. Promotion in the Marketing mix of Dettol

►All the products have a sword on their green cover to indicate its fighting

ADVERTISING STRATEGYStarting then and till now Dettol advertising has celebrated the role of a mother inprotecting her family. Because 'If she doesn't take care of them who will?'

COMPETITOR FOR DETTOL

DETTOL SAVLON• Savlon introduced as first

aid solution.• It is commonly used for

treatment of mild scarring, some mild burns, cuts and bruises as well as skin healing treatment for spots

• Dettol have always been positioned as a 100% germ fighter with germ fighting and protection as the core value.

From its launch to 1980's the brand had a dream run with virtually no competitors.

Later on lifebuoy, Safeguard, Savlon introduced antiseptic liquid , which gave tough competition dettol

PRODUCTS UNDER BRAND

Thank you

be healthy….