dettol presentation

7/29/2019 Dettol Presentation

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Bharti Bhagwani (05)Anurag Mahendra (08)

Rahul Gupta (15)Manish Kumar (29)Saurabh Sharma (46)Archit Vashishth (56)

CONSUMER BAHAVIOUR


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INTRODUCTION Dettol started its journey as the cuts and wounds brand in the country, over the years it

has taken over the role of protector from germs in every situation Dettol has major presence in home and personal care, surface care, fabric care, hygiene

and healthcare

It is a brand which offers a set of rational and emotional benefits to consumer, whotherefore perceives it as Doctor Friend for their families

Currently it is a 900crore Rupee Brand Approved by Indian Medical Association


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HISTORY Dettol was first used in UK maternity hospitals in the early 1930s, shortly in 1933, with

the endorsement of medical profession, it was launched to the general public Launched in 1933 in India in the Antiseptic liquid form as a treatment for cuts and

wounds

An Iconic Brand of Reckitt Benckiser

Consistently voted as the Most Trusted Brand in India, currently ranked 48th

The Brand completed 79 years of protecting families from illness causing germs recently


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Smell

The Logo

Tagline

Clouding Effect

Amber gold colour

Dettols Packaging

Consumers recognize the smell, enough to refer to a medicinallyclean room as Dettol like smell.

The Green and White colors are associated with hospitals

Has SWORD: a symbol for fightinggerms and infection

Be 100% sure

That appears when addedto water

Color association

CHARACTERISTICS


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Reckitt & Benckiser It is a subsidiary of Reckitt Benkiser Plc which is the worlds No.1 company in household

cleaning. The company came into being with the merger of Reckitt and Colman Plc and Benkiser NVin the year 1999. The company has operations in more than 60 countries, sales in 180 countries and netrevenues of 5.5 billion. It manufacturers and markets wide range of products in personal care ,pest control, shoe care,anti care, surface care etc. Dettol, Lizol, Harpic are some well known Brands for this company. It distributes all its products through its common distribution channel which has a wide anddeep reach well structured sales force achieving sales for the entire product portfolio for morethan 150 stock keeping units or SKUs.


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Awards & Achievements Ranked at No.4 at the top 50 Social marketers awards in the year 2010. Won readers digest most trusted brand award for the year 2011.

It is the No.1 brand in antiseptics outside north of America. In Indian market with a share of more than 85% it is leading the pack as far as antiseptic

lotion industry is concerned.

It is the second most top selling brand in India with a sale of over 1000 crores .


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Segmentation Demographic: Product for the whole family. No age bar.

Psychographic: Hygiene seeking consumers, disinfectant freaks

Behavioural: Solution with very effective antiseptic properties,hardcore loyalty status, and buyer readiness.


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Targeting and Positioning Targeting - Single Product for all markets

Positioning Protector from germs

Points of Difference: Trade Mark Smell, Tingling Sensation, Ambergold colour, Clouding effect when added to water.


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Perceptual Mapping


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STRENGTHS

1. High market share of

antiseptic liquid.2. Brand loyalty.

3. High quality at affordable

prices.

4. The brands Germ-kill heritage

is strong and adds on

trustworthiness.

WEAKNESSES

1. Limited penetration in rural

markets.

2. Competition from other

similar products means stagnant

market share.

3. Burning sensation of Antiseptic

liquid.

OPPORTUNITIES

1.Leverage the powerful brand

equity associated with the Dettol

Brand to make it an everyday use

proposition.

2. Tie-ups with schools, hospitals,

hotel chains etc

3. Better penetration in rural

markets.

THREATS

1. Many strong players in the

antibacterial category .

2, Aggressive Competitors in

terms of Pricing, Packaging and

Promotions.


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VALUE CHAIN ANALYSIS Shifted its ideology from focussing on brand to focussing on customer.

Dettol has communicated to the customer about the excellence of itsproduct and brand at different steps on emotional as well as rationalroute.

The brand has extremely high customer devotion.


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CONCLUSION The brand has taken both functional and emotional route to bondingwith the end customer On the functional/rational end the brand translates into an efficient

and cleansing product whereas on the emotional front the brandcommands trust among its end users.

Dettols brand elements have played a key role in furtherstrengthening its brand equity. The name, slogan, symbols and themulti sensorial experience help the brand to reiterate its position as abrand that can constantly be trusted.


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THANK YOU

dettol presentation

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