dettol brand extension pgp30041
TRANSCRIPT
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DETTOL BRAND EXTENSIONGuided by
Prof. Sameer Mathur(Ph.D)
Submitted by
Rahul Madadi PGP30041
[email protected] 7525035083
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MANUFACTURER BACKGROUNDDettol is a line of hygiene products manufactured by Reckitt Benckiser.
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BRAND PORTFOLIO
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DETTOL BRAND EXTENSIONSEight brand extensions from mouthwash to prickly heat talcum powder.
Dettol liquid soap in 1994, A floor cleaner called Dettol Gold. Plans to launch an anti-dandruff shampoo.
Dettol’s Brand Extension into Soaps highly Successful
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BRAND EXTENSION IN FOCUS
CATEGORY EXTENSION
Antiseptic Liquid
• Launched in 1933• Generic to its category soon after its launch.• A bottle in every household.
Bar Soap
• Launched in 1981.• Initially launched as premium cosmetic soap• Relaunched as “100% germ fighter”
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INDIAN SOAP INDUSTRY ANALYSIS Combined annual revenue of about $17 billion. Highly concentrated with the top 5 companies
holding 90% of the market share. The penetration in the rural area is as high as 97%
and that for urban area is around 99%. Indian per capita consumption of soap is at 460
Gms per annum The sector registered a 15% value growth YoY.
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BRANDS MARKET SHARE
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PRODUCT 4 types of Dettol Soaps available
Original Cool Skincare Re – Energize
Available in 3 sizes 50gm 75gm 125gm
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Premium pricing followed Value packs and Discounts (Buy 3 get 1 etc)
50gm – 17 INR 75gm – 26 INR 125gm – 41 INR
PRICE
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Dettol has a well penetrated market and is sold in over 16 lakh outlets across the country.
Distributed through a network of retailers and wholesalers.
Available at retail outlets, Chemists and Hypermarkets
Direct Sales through BigBasket and Amazon
PLACE
Producer Consumer
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PROMOTION
Promoted Through Television ads Print ads Expert Recommendation
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DETTOL STP
Segmentation : Hygiene seeking consumers, Mothers who care about the health of their families. Family product
Targeting : Targeted keeping the entire section of consumers in mind. Targets whole segments in terms of Age, gender and geography
Positioning : Protector from Germs, re energising solution, second bath product, trade mark smell, Green and white colours of Hospital.
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THANK YOU