PRODUCED BY

Prof SHAILESH KALE

Reckitt Benckiser India Ltd, priorly known as Reckitt & Coleman is a 51% subsidiary of Reckitt Benckiser Plc which started way back in 1934. Reckitt & Coleman India (RCI) was incorporated in 1951.

Reckitt Benckiser, a U.K. based company launched various brands and products in the Indian market like DETTOL, HARPIC, CHERRY BLOSSOM, MORTEIN,LIZOL,ROBIN BLUE,DISPRIN.

BRAND EXTENSION-

Dettol - Market Share

0%

20%

40%

60%

80%

100%

Antiseptic Soap Liquid soapProduct Segments

% M

ark

et s

har

e

Demand Forecast : Past & Future

100110120130140150160170

1999

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

Years

Dem

and

( R

s in

bn

)

Survey Result

85%72% 74% 72%

56%

0%

20%

40%

60%

80%

100%

Bra

ndA

war

enes

s

Pref

erre

dan

tise

ptic

Rea

son

Bra

ndLo

yalt

y

Usa

ge f

orot

her

Det

tol

Prod

ucts

Attributes

% o

f su

rvey

Price Quantity Price Quantity Price Quantity16 75g 16 75g 12 75g26 125g 24.5 125g 17 125g

Price Quantity Price Quantity55 250ml 55 250ml

Price Quantity Price Quantity Price Quantity22 30g 24.5 30g 19.5 30g37 70g 37.5 70g 36 70g

Dettol Old Spice Palmolive

Liquid SoapDettol Fem

Shaving Cream

Dettol Savlon MedimixSoap

COMPETITIVE PRICING STRATEGY

Range of ProductsRange of Products

Antibacterial SoapAntibacterial Soap Liquid HandwashLiquid Handwash Shaving CreamShaving Cream Band - AidBand - Aid

Hotels,homeshospitals & dispensary,print media

Hotels,homeshospitals & dispensary,print media

Hotels,theatres,railways & educationalinstitutes

Hotels,theatres,railways & educationalinstitutes

Hoardings banners,men’s saloon magazines

Hoardings banners,men’s saloon magazines

Banners,school sportsevents ,articles

Banners,school sportsevents ,articles

Inhibits bacteria 24 hrs

Resist germs to multiply ,cleanwash

Market penetration strategyGOOD HEALTH BEGINS WITH HYGIENE

Softens the skin for better shave,avoids bruises,rashes gives freshness

Heals wounds faster,water resistant,prevents further invention

TREND ANALYSIS OF RBIL

Trend Analysis of Past 5 years

400004300046000490005200055000580006100064000

2000 2001 2002 2003 2004

Years

Sale

s

SWOT ANALYSIS

STRENGTHS

High market share of antiseptic liquid

Brand loyalty

Most trusted Brand

High quality at affordable prices WEAKNESSES

Poor marketing strategies for Dettol Shaving Cream & Dettol Talc

Burning sensation of Antiseptic liquid

THREATSCompetitive Pricing

Attractive Packaging of competitor products

Good Advertisements by competitors

OPPORTUNITIES

Dettol Water Purifier due to increase in epidemics

Opportunity to capture the shaving cream segment

SWOT ANALYSIS

WHAT NEXT ?

Proposition :Problem

Itching Sensation

Benefit

Quick Relief and cooling effect throughout the day

Reason to Believe

Dettol is the most trusted and hygienic Product In India

The Selling Story…..

No more BLACK MARKS with quick relief

What Next ?

D - Guard

Diversification :

Shaving Cream

Cash Cow

Antiseptic Liquid

Star Product

Soap & Liquid soap

Khujli se Raahat

Attractive Packaging

Incentive to dealers/ distributors

Enter just before summers

TV commercials telecasted especially during prime time

Advertisements through Radio channels during morning and evening

Outdoor media: billboards at railway stations, bus stops,BEST Buses,Trains

D - GUARDKhujli Se RaahatD - GUARDK hujli Se

Raahat

Don’t Scratch the Itch…………

Here’ s your wireless handsfree……

A PERFECT 12 HRS SOLUTION

• Greaseless , Non – Staining & Odourless Cream

• Full Prescription Strength

• Relieves Itching and Burning

•Gives a cooling Effect

Net WT. 25gms & 12gms

* For external use only

Facts And Figures► RBIL from its flagship brand Dettol achieves an annual turnover of Rs.300cr plus

► Out of RBIL ‘s total turnover Dettol Antiseptic Liquid contributes 22% and Dettol soap about 10%

► According to the Economic Times Survey of India’s Most Trusted Brands,Dettol was rated fifth in the year 2001and first in 2002.

► In the week of Tsunami disaster RBIL has made donations in kind and product donations such as :

Dettol Antiseptic liquid

2000 litres

Dettol Soaps 20000 soaps

Recommendations

Glass bottles to Plastic bottles

Reduce burning sensation

Aggressive marketing strategy for Dettol Shaving Cream

Smaller size of Dettol Soap’s to enable the traveling people to brand loyal.

Improving the Dettol Band-aid quality.

Need for Dettol Shaving Foam & Gel for younger Generation.