dettol channel (rohit)

8/9/2019 Dettol Channel (Rohit)

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ACKNOWLEDGEMENTS

Countless thanks to ALLAH Almighty for giving us such extraordinary abilities and making us

privileged enough to take part in such activities.

I would like to thank my teacher Mr. Jawad saleem for his cooperation and help. He fullysupported throughout the class. We express our heartiest gratitude to him. His cooperation made

this project a lot much easier.

We would also like to express our heartiest gratitude to

Mr. Faisal razi, BRAND MANAGER (Reckitt Benckiser), who provided us with all the relevant

information we required.

We would also like to thank our seniors, who have been very cooperative and were ready to help

us at anytime. They are a great source of guidance for us.

Loads of thanks to our parents, who were and are very supportive and cooperative at all times.

TABLE OF CONTENTS

ACKNOWLEDGEMENT.. 2

EXECUTIVE SUMMARY3


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INTRODUCTION

Vision. 5

Values5

Corporate and social responsibility..6

Strategies and objectives6

Dettol Portfolio.7

MARKETING STRATEGY

Situational analysis9

Marketing analysis..10

Target market..10

Market demographics..11

Market needs..11

Market trends11

Market growth..12

S.W.O.T analysis....12

Competition analysis .13

Opportunity analysis...14

Product offering14

Positioning strategy..15

MARKETING MIX STRATEGY

Pricing strategy....16

Distribution strategy .. 17

Product strategy .... 18


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Advertising and promotion strategy ....19

INTRODUCTION

The MISSION STATEMENT defines both the purpose and values as a company. Values are a

set of guiding principles through which they think, behave and conduct their business.

VISION

Reckitt Benckiser is about passionately delivering better solutions in household cleaning andhealth & personal care to customers and consumers, wherever they may be, for the ultimate

purpose of creating shareholder value.

This vision defines both our purpose and our values as a Company and encompasses ourcommitment to product quality and safety, customer service, innovation, global reach and

corporate social responsibility.

VALUES

Our core values are a set of guiding principles through which we think, behave and conduct our

business in order to deliver on our vision; they are

ACHIEVEMENT

Aim high and then deliver

TEAMWORK

Individuals play the game, but teams win the championship

ENTREPRENEURSHIP

The dreamer explores the idea; the entrepreneur goes ahead and makes it happen.

COMMITMENT

A passionate personal determination to deliver

CORPORATE SOCIAL RESPONSIBILITY AND SUSTAINABILITY

Reckitt Benckiser views corporate social responsibility (CSR) and sustainability as one and thesame, and is committed to moving its business towards greater sustainability across the


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economic, social and environmental dimensions of its activities. We believe that a moresustainable business will not only better fulfil our responsibilities to society but also contribute to

delivering our vision of better consumer solutions and greater long-term shareholder value.Reckitt Benckiser has in place a Corporate Responsibility Framework comprising of our Code of

Business Conduct and specific policies, control arrangements and reporting. This frameworkgoverns how we act in conducting the Companys business.

STRATEGIES AND OBJECTIVES

Reckitt Benckiser's objective is to generate above industry average profitable growth by:

Focusing on building the power brands in high growth categories

Geographic expansion of the portfolio

Continuous innovation

Higher investment in brand building

Margin expansion and cash conversion to fund reinvestment in core brands and to grow returns

to shareholders.

Selective add-on acquisitions

DETTOL PORT FOLIO

DETTOL SOAPS


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DETTOL LIQUID

For Bruises & Cuts

Insect bites

Washing of clothes

Mopping of floors

Shaving

Bathing

Cleansing of skin


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DETTOL HANDWASH

DETTOL PRICKLY POWDER

Available in two sizes 75gm and 200 gm

DETTOL MPC

A new product Dettol Multipurpose cleaner recently launched and added in the Dettol family.Available in two variants floral and citrus.

MARKETING STRATEGY

SITUATIONAL ANALYSIS

Soap is a major consumerable item and there is a huge demand and potential in this market

particularly the anti bacterial segment. The anti bacterial market segment has grown year onyear by more than 7 % percent due to increased consumer awareness and education on the

benefits of anti-bacterial soaps. As a result, the pie is growing bigger every year.


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Some uncontrollable situational factors that are faced by the Reckitt Benckiser Pakistan andDettol soap are as follows,

Demand: Although the demand for Reckitt Benckiser products is very high but when we talk

about the demand of the Dettol soap the demand is growing in the antibacterial category. The

market share of Dettol soap is more than 10 % in Pakistan out of the Rs 11 billion soap market.

Competition: There was no direct competitor of Dettol soap at the time of launching but today;

two brands are directly competing Dettol. Safeguard (P & G) and lifebuoy (Unilever) are directcompetitors

Legal/political: these are the uncertainties that are extremely variable in the political conditionsof Pakistan. Constant political instability does affect the company in terms of building new

relations with new governments all the time.

Social and Cultural factors: the company has to be very careful in the implementation of its

promotional campaigns, since the social cultural environment of Pakistan is very conservativeand any suggestive advertisements usually face a lot of negative reactions on the part of theconsumer.

Other factors: like the government regulations and technological advancements have had no

significant effect on the product and the company.

MARKETING ANALYSIS

In the mind of the consumer, anti-bacterial soap should have the following:

A product whose core function is to clean skin, making it softer and smoother, while leaving afeeling of freshness behind. Good perfume and foam combine to deliver this freshness

experience.


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The key functional benefit is that it removes dirt, oiliness and other impurities from skin.

Germs are not top-of-mind for the average consumer, but are a function of Dirt and disease.Research led us to know that consumers are largely unaware of the diverse nature of jaraseem.

They just know that Germs (jaraseem) are the bad guys. They dont know that there are different

types of germs.

Different antibacterial competitors are trying to own a higher ground by building on already

present germ-kill equity. Like Dettol has given its slogan of Dettol protects against a widerange of unseen germs, including bacteria and viruses

While safeguard is focusing on Din Raat Lagataar Tahaffuz which is more powerful in themind of the consumer.

Lifebuoy is following the germ busters strategy.

TARGET MARKET

The target market for Dettol soap is all households (primarily mothers) who can afford buyingsoap and who want to fulfill an everyday need (primarily bathing) that provides them and their

family with a 100% anti-bacterial solution complete protection from all germs/ bacteria andcleanliness from dirt / grime.

MARKET DEMOGRAPHICS (GEOGRAPHIC, DEMOGRAPHICS, BEHAVIORALFACTORS)


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The target markets analysis of Dettol soap is:-

Geographic location

Include almost all Urban; suburban; small town; and some rural areas of Pakistan

Demographics

Gender Male; female mainly mothers

Age 18years to 45 years

Socioeconomic status

Mainly targeting middle class and upper middle class in urban and sub-urban areas primarilycities and surrounding areas. Rural market penetration is limited and is primarily driven through

indirect channels (e.g.Wholesale)

Psychographics

Young housewives and mothers who care about the health and well being of her family.

MARKET NEEDS (QUALITY CRAFTSMANSHIP, INNOVATIVE DESIGNS, CUSTOMER

SERVICE)

RB is conscious of the changing consumer needs and trends and is constantly conducting marketresearch to assess opportunities and threats. Quality of the product is the number 1 priority as

well as research on new variants. The next planned variant is Dettol Herbal soap. In addition, anew customer hotline has also been added to get instant feedback on product use, problems and

activities.

MARKET TRENDS

The soap market has been most affected by the recent sky rocketing price of palm oil which is

the primary ingredient of soap noodles. This has caused the average price of soap noodles toincrease by 20% - 25 % forcing producers (also RB) to increase prices of their soap products by

almost as much so as not to put excessive pressure on their margins. This will undoubtedly resultin decrease in soap sales volumes (higher prices means less consumer off take) as well as

disruption in the market due to several quoted prices of the same product available resulting indissonance in the wholesale and retail markets as well as confusion in consumer buying

decisions at the point of sale.

MARKET GROWTH


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The overall soap market is growing by 10 % while the antibacterial segment is growing by 7%.Hence, there is a lot of potential in the market for growth and additional brand penetration and

brand building.

SWOT ANALYSIS

THE STRENGTHS

The brands Germ-kill heritage (brown liquid) is seen as strong and adds on trustworthiness

(RTB)

Excellent for treating skin irritations, cuts/bruises and seasonal applications

Brand comes from a reputable (old) company

Loyal following of Original

THE WEAKNESSES

Not perceived as an everyday soap due to:

Smell - strongly associated with hospitals

Is harsh on skin makes skin dry

Does not make satisfying lather

Shape not user-friendly

No awareness of variants

No perceived as a dynamic, innovative and contemporary brand

Low Top-of-Mind recall: Communication not engaging

THE OPPORTUNITY

Leverage the powerful brand equity associated with the Dettol Brand to make Dettol Soap an

everyday use proposition.

THE THREATS


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Other main players in the antibacterial soap category (Safeguard and Lifebuoy) have positionedtheir brands for everyday use against bacteria Dettol soap positioning lacks that desired

everyday benefit and experience!

COMPETITION ANALYSIS

Here is a brief description about the antiseptic soap producing companies

Dettol soap is a brand of Reckitt Benckiser Pak Ltd and it has been operating in Pakistan since1999 after taking over from Reckitt & Colman. Market share of Dettol soap in the soap market is

around 10% at the end of December 2007.

The Dettol soap users have the perception that it is effective in germ kill with the medicinalsmell of Dettol liquid which is used for Bruises & Cuts, Insect bites, washing of clothes,

Mopping of floors, Shaving, Bathing and Cleansing of skin and used mostly during summers. Itsfunctional core need is incidental antibacterial.

Safeguard is the No. 1 antibacterial soap worldwide; it is the only bar soap registered with the

FDA. Safeguard is designed to provide excellent germ protection for the whole family.Safeguard, launched in 1995 by Procter & Gamble has set new standards for defining "health &

hygiene" in Pakistan. It is an anti-bacterial soap that provides germ protection for twice as long

as ordinary soaps making it the doctors' number 1 recommended choice throughout the world.The market share of safeguard is the biggest in antiseptic soap category with 22 % share.Safeguard users have the perception that it is providing them with Continuous Germ Protection,

Gentle on skin, Smells Good, has a easy to grasp shape and the functional needs portrayed is ofan everyday soap with germ protection.

Lifebuoy is one of Unilever's oldest brands. Lifebuoy Royal Disinfectant Soap was launched in1894 as an affordable new product in the UK, to support people in their mission for better

personal hygiene. Lifebuoy soap aims to provide affordable and accessible hygiene solutions thatenable people to lead a life free from hygiene related worries, everywhere, regardless of the

boundaries of nationality, religion and socio-economic status. Lifebuoy has a market share of 16

%. Lifebuoy users see the soap as a decent quality, affordable germ protection agent containingcarbolic acid as its germ protection agent and its functional need portrays that it is an everydaysoap with germ protection for the middle and lower middle class.


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OPPORTUNITY ANALYSIS

Based on the competitive analysis, Reckitt Benckiser found out that there are a lot ofopportunities which will help the New Dettol soap capitalize a greater market share. New Dettol

Soaps ability to gain real consumer insights, to launch products and variants that consumers

actually want, supported by insightful advertising that talks to consumers in their own language,are all vital elements, which will lead to success of Dettol and the New Dettol soap as a brand.

Extensive Market Growth

Market Penetration and Market Expansion.

Achieving High Gross Margins

High Customer Services and Satisfaction

New Product Development and Entrepreneurship.

PRODUCT OFFERING

The product is offered in 5 variants (2 skus 115 Gms and 70 Gms):

Original: Contains essence of the Dettol antiseptic solution

Skincare: Contains moisturizer for Skin care.

Active: Contains Active cleaning agent for Active cleaning.

Fresh: Contains Fresh scent for a Fresh feeling.

Sensitive: Contains Skin-friendly ingredients for Sensitive skin.

POSITIONING STRATEGY

Positioning Against Competitor

Dettol is positioned as a premium brand which the mother chooses for 100% protection againstall germs and bacteria for her family. The mother of the family is the focal point for Dettol Soap

positioning compared to Safeguard and Lifebuoy which focuses on children.

Positioning In Relation To Product Attribute:


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The primary positioning vis a vis product attribute is that Dettol Soap has the essence of DettolSolution, the no. 1 antiseptic brand in the world trusted by families everywhere for over a

century which its competitors do not posses. Hence, it is considered a premium brand in theanti-bacterial segment.

Positioning by price and quality

As Dettol is a premium brand, it is priced at a premium to its competitors (Safeguard and

Lifebuoy). Being premium means there will be no compromise in quality as the link betweenprice and quality exists and customer is always willing to pay more for perceived quality which

in the case of Dettol soap, he/she does!

MARKETING MIX STRATEGY

PRICING STRATEGY

Price v/s non price competition


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Dettol soap is priced at retail price of Rs. 38.00 (115 gms) and Rs. 26.00 (70 gms) which is at apremium of Rs 3 and Rs. 2 to its competition (Safeguard and Lifebuoy).

Discounts and allowances

RB give a special trade offer on Dettol Soap of 2% during the summer season so as to push toproduct into retail and an additional discount of 4 % to wholesalers to maximize loading in thechannel and improved distribution when demand (consumer pull) is maximum.

In addition, for the months of June to August RB runs a special consumer promotion pack ofthree Dettol Soaps (in one package) with a Rs. 19 price off on a purchase of three soap bars.

Geographic pricing strategy

In pricing the seller must consider the cost of shipping. There are different geographic strategies.

But RB utilizes the uniform delivering pricing (the same delivering price quoted to all buyers

regardless of their location) for Dettol Soap.

DISTRIBUTION STRATEGY

CHANNEL OF DISTRIBUTION FOR CONSUMER PRODUCT


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There are 2 primary channels of distribution for Dettol soap:

Distributors and sub distributors:

The company sells the products to its appointed distributors and sub distributors (+300 all over

Pakistan) that are responsible for the distribution of pre-defined geographical areas whodistribute it further to wholesalers and/or retailers. The retail distribution is further classified intoTOP STORES (TSPs) which include all the high profile outlets like al-fatah, HKB, Akbari

stores etc and whole sale comprises of categories of diamond, gold and silver divided on thebased on their average purchase per month and from here the product reaches the point of sale

for the customer.

Direct Delivery (Key Accounts)

The company provides direct delivery to select large customers like institutional buyers of key

accounts which sell directly to the consumer (in case of USC and CSD) or to small retailers /

end-consumer (in case of MAKRO / METRO).

INTENSITY OF DISTRIBUTION

RB has an intensive distribution strategy of the product through its distributors that cover everygeographical area and who resell onwards to wholesalers and retailers. There is also direct

delivery service to key accounts (USC, CSD, MAKRO &METRO). Every available channel isutilized for maximum distribution and coverage to all the hypermarkets, supermarkets, general

stores, kiryana stores and medical stores. The company also has in place a RDF (ruraldevelopment force) which is covering the rural areas and exploring new markets for potential

market penetration.

PRODUCT STRATEGY


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Consumer and biz product

Dettol soap is a fast moving consumer product.

Convenience good

It is an essential good vis--vis its target market, which is all households (primarily mothers)

who can afford buying soap and who want to fulfill an everyday need (primarily bathing) thatprovides them and their family with a 100% anti-bacterial solution complete protection from

all germs/ bacteria and cleanliness from dirt / grime.

Product mix

The five variants provide an ideal product mix in terms of consumer needs i.e. Original withDettol Solution, Skincare with moisturizer, Active with active cleaning agent, fresh with fresh

scent and Sensitive for sensitive skin. A new launch of Dettol Herbal Soap, which takes the tally

of soaps to six variants.

Unique Proposition that Dettol Herbal Soap has to offer is:

The fundamental idea is that ordinary beauty soaps only offer aspects of beauty but whathealthy skin requires is both freedom from germs and the use of natural extracts; something only

offered by Dettol Herbal Soap which provides not only Maximum Protection from germs butalso contains Aloe Vera, Avocado oil and botanical extracts.

Product line extension and uses

The product is used primarily for showering / bathing but is also used for hand washing. Aproduct line extension is Dettol Hand wash which is also available under the Dettol Brand.

Product Life Cycle

Since this is a Fast Moving Consumer Product, the average product life cycle of this product (if

used every day) is 30 days and 2 years if not in use (if stored in a cool and dry location). Thebrand is entering from growth to maturity.


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ADVERTISING AND PROMOTION STRATEGY

COMMUNICATION STRATEGY OF DETTOL SOAP

Reposition Dettol soaps range as a preferred everyday use solution for the whole family

COMMUNICATION OBJECTIVES

Announce new & improved Dettol soap.

Protection against a wide range of unseen germs (including bacteria & viruses).

Better experience (lather / perfume / feel-on-skin).

Show all 5 variants of new Dettol soap.

AGENCY SELECTION

Almost 135 Advertising agencies exist in market but Reckitt Benckiser has selected Manhattan

International Limited (MIL) Advertising Company because of their outstanding work inPakistani market.

BUDGET

Dettol soap is a Rs 1 billion brand annually and so the marketing budget allocated to it approx 20

% of total Net revenue, not much resources have been allocated to Dettol soap marketing effortsdue to its squeezed margins and close competition with other antibacterial soaps, it mainly

derives its sales from the brand equity of Dettol liquid.

MARKETING COMMUNICATION METHODOLOGIES

This is a summary section. Give a brief overview of your advertising, consumer promotions,

personal selling, sponsorship programs and database programs. Discuss the relative mix of eachof these components and how you will integrate them together into seamless plan. This

discussion should relate back to your Marketing Communication Objective and how thesemethodologies will help in accomplishing the objective.

Different advertising rates of various media vehicles have been given in the appendix 1, 2, 3 and

4.

ADVERTISING (TVC)


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Television is still the primary medium for advertising for Dettol soap, and print also forms acrucial part of the communications strategy. But increasingly campaigns are integrated across all

these communication channels. All advertisements of Dettol soap are a blend of hard sell andsoft sell advertising, as all the Dettol soap advertisements first show the ingredient it contains

(Dettol Antiseptic solution) and then portray the emotional benefit for the user which revolves

around the theme of a mother and children in which the mother is the one who makes her familyuse Dettol soap as she is one who decides what is best for her family in personal health,indicating that the target market of Dettol soap are the health conscious mothers of young

children. The main model used in almost all of the Dettol ad campaign is mahnoor baloch.

When it comes to advertising, DETTOL prefers TV because of their philosophy that; HEALTHAND HYGIENE ALWAYS COMES FIRST. Thus TV is the best media, as you can show how

Dettol soap keeps you hygienically clean and protected and gives you daylong protection frombody odour. Apart from this, in Pakistan, TV is a strong medium, it has highest reach. Thus a

large part of advertising budget is focused on TV.

Dettol soap spends around 60 % of the TV advertising budget on all channels with high ratingpoints like PTV, PTV WORLD, GEO, ARY, INDUS VISION etc.

Dettol soap advertises highly in summer season i.e. mid of the year, as people prefer frequentwashes in such seasons to keep hygienically clean and long lasting protection against body

odour.

MEDIA PLAN-TV

Dettol has devised a well approached media plan which covers almost all of the major channelswhich are covered through high frequency spots on all (over 12 minutes per channel per day!),

with the Dettol soap ad showing in the headline news of geo and PTV. Cable branding has alsobeen carried out two major cities, in Karachi world call channel branding (72 spots/day) and in

Lahore cable spots (72 spots/day).

The new Dettol Herbal Soap TVC, which went on air from in August on GEO with two spots ofa 7 sec break bumper and a 30 sec full commercial every hour for two weeks. With the

Presidential Elections due and the political debate it instigated a serious viewer ship and goodexposure to Dettol Herbal Ad which helped in building the brand recall.


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MEDIA PLAN-RADIO

The radio ad has been derived from the TVC with air time on all mainstream channels in Lahore

and Karachi.

PRINT ADVERTISEMENT

The next priority of DETTOL SOAP is Print media. Dettol soap has a very aggressive approachin print advertising with the launch of the new Dettol soap ads appear in almost all the leading

newspapers around the country e.g. DAWN, THE NEWS, NAWAI-WAQT etc. the print ad ingiven below clearing spelling out the message that Dettol soap is daily usage soap for the whole

family with a new formulation, which smell good, feels goods on the skin and is available in 5different variants.

Post Eid a print campaign for the NewDettol Herbal Soap was also launched and its presence

was seen on all highly circulated newspapers and monthly magazines.

CONSUMER PROMOTION

Dettol soap also provides additional support by giving away various consumer promotions to

provide the consumer with the extra value benefit. The consumer promotion introduced by Dettol


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soap was that on a purchase of three soaps the consumer will get a saving of Rs 19. Theconsumer promotion is as under.

Another consumer promotion opportunity as a part of new product promotion and samplingeffort has been carried out at METRO stores in Lahore and Islamabad where a free soap bar is

being offered on a single purchase of the new product, Dettol MPC.

INSTORE PLACEMENT STRATEGY

Dettol soap has also planned an in-store placement strategy to promote and market their product

so to have maximum visibility to the consumer; they have assigned dedicated shelves to theproduct and are also promoting their product in metro and makro aswell. Their placement

strategy is mainly focused on

Place Dettol Soap next to Safeguard

Equal or more facing than Safeguard.

Place between Lux & Safeguard where Possible.

Build brand block wherever possible.

Various placement strategies are shown below.


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Displays in Top Store Program (HKB, AL-FATEH, AKBARI etc) / Top 1000 stores throughdedicated shelves so to have maximum visibility.

DEDICATED SHELVES AT AKBARI SUPER STORE DEDICATED SHELVES AT AL-FATEH STORES.

Display at makro and metro stores to provide maximum availability and visibility to consumer.

METRO STORE, THOKAR NIAZ BAIG MAKRO STORE, RAVI ROAD LAHORE

As a part of the placement and promotion strategy window branding is also very important.

WINDOW BRANDIND AT AL-FATEH STORES

dettol channel (rohit)

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