BRAND DOSSIERON
DETTOL SOAPPresented By: Masarrat Yasmeen Sagar Kumar Vineet Sagar Zeeshan Ali Mirza
Agenda
Overview of Dettol SoapSWOT AnalysisPrime Market ExpansionDistribution StrategyHypothesisSampling Plan And Sample SizeResults of SurveyNet Take Away
Overview of Dettol Soap
History
Positioning & Repositioning
Advertisement
Sales Promotion
Segmentation
History & Evolution
Dettol is the iconic brand of Reckitt Benckiser
The brand Dettol was launched in India in 1933
The first 50 years, Dettol was present only as an
antiseptic liquid
Dettol soap launched in early 80s
In 2008 the brand celebrated its platinum jubilee
Positioning and Repositioning
Dettol Soap was initially launched as a mild and gentle skincare soap.
Two years later it was repositioned as soap capable of fighting all variety of germs.
It was positioned as soap that gives “100% Bath”In the year 2000 Dettol moved on the tagline
“Be 100% sure”
Advertisement Target Market -The target market for dettol soaps is mainly mothers
and housewives PROMOTION Tools- The various promotion tools it has used are –
Television Advertisements Print Advertisements Internet Advertisements
Sales Promotions
BUNDLING OFFER FREEBIES
Segmentation
PSYCHOGRAPHIC SEGMENTATION BEHAVIOURAL SEGMENTATION
LIFESTYLE PERSONALITY
BENEFITSUSER STATUSLOYALTY STATUSBUYER’S READINESSPURCHASE OCCASIONS
SWOT Analysis
STRENGTHS Strong Management Strong Supply Chain Strong Brand Name Customer Loyalty Varieties Of Products
WEAKNESS Limited Penetration Competiton
SWOT Analysis
OPPORTUNITIESFinancial LeverageNew MarketsPenetration
THREATS Substitute Products Intense Competition
Prime Market Expansion
Soap Market Classification - beauty, health, fairness,
freshness, herbal etc.
Dettol skincare soap was thus launched in january 2004
The third variant – Dettol cool in february 2006
The lates variant- Dettol Re-energizer was launched in
2012
Distribution Strategy
Manufacturing ConsumerRetailersStock Keeping Unit
Distributors
Hypothesis
Demand for antiseptic soap is increasing.
Is Dettol value for money?
Has the variants established awareness amongst
the customers?
Sampling Plan & Techniques
Sampling Plan
Target Audience:
People in the urban areas.
Promoting association with home maker
Age group is between 18-60 years of age.
Sampling Techniques
Convenience Sampling
Sample Size
Male-40
Female-40
Survey Report
9%
11%
38%5%
4%
14%
4%
16%
Top Of Mind
Cinthol Dettol
Dove Fiama di wills
Lifebouy Lux
Pears Others
Survey Report Q1. Rank the following qualities of soaps as per your
preference.
Rank 1 Rank 2 Rank 3 Rank 40
10
20
30
40
50
60
27
34
13
6
22
17
26
15
25
19
32
46
10 9
55
Basic Hygiene Advance Germ ProtectionFreshness Beauty & Fairness
Survey Report Q2. With which brand of soap would you associate the
following attributes?
Cinthol:Dettol:
Lifebuoy:Lux:
Savlon:Vivel:
0
10
20
30
40
50
60
50
7
2
10
0
11
2
1
0
54
0
23
3
54
9
0
13
1
Freshness Beauty & Fairness Health
Survey Report Q3. In which season do you think germ protection is more
important?
18%
25%
6%
51%
Season Association
Summer: Monsoon: Winter: Through out the year:
Survey Report Q4. How much would you / like to pay for a pack of 75
gram soap bar?
14%
36%38%
13%
Cost Priority
Rs 10-17 Rs 17-24 Rs 24-31 Rs 31-38
Survey Report Q5. Which antiseptic soap is value for money?
4%
70%
19%
8%
Value for money
Cinthol Dettol Lifebuoy Savlon
Survey Report Q6. If the price of Dettol increases by 25%.Would you continue to
use the Dettol soap?
51%
49%
Reaction to increased price
YESNO
Survey Report Q7. Which variants of Dettol Soap are you aware of and have used
in last six months?
YES NO YES NOAwareness Usuage
0
10
20
30
40
50
60
70
80
68
12
47
33
64
16
38
42
51
29 30
50
21
59
11
69
ORIGINAL SKINCARE COOL RE-ENERGIZER
Survey Report Q8. With which profile would you associate Dettol soap?
10%
9%
46%
1%
34%
Profile Association
Sports person Home maker Doctors Babies All of these
Survey Report Q10. With which brand of soap will you associate the following tag lines.
Lifeb
uoy
- Hea
lthy
Hoga
Hindu
stan
Detto
l - B
e 10
0% S
ure
Savl
on -
Heal W
ithou
t Hur
ting
Lux
- Not
Just
a S
oap
it’s Sk
inca
re0
10
20
30
40
50
60
70
55
6259
65
25
1821
15
Correct Incorrect
Net Take Away
Dettol is the Leader in antiseptic soap market.No much change in demand for antiseptic soap.Dettol is Value for money.Dettol is able to succeed partially to establish the
awareness of its variants amongst the consumers.Dettol is trying to change the mind set of consumers
from associating dettol to just an antiseptic soap to attributes beyond that.
Dettol is trying to be part of individual life style and is working very hard to enhance and create its image among existing and future consumers respectively.
Thank You