GO Mumbai

Dettol
January 27, 2012 Project Guide :

Case Study on

Process Deployed for Case Study

Primary Group Discussion

Data Collection

Survey
Questionnaire

Sites

Analysis

Group Discussion Findings & Conclusion PPT

Case Study - Dettol

Flow of Presentation:
1) History of R & B 2) R & B India History Product Portfolio & Strategy Various Market Share 3) 4) 5) 6) 7)

Dettol History & Journey. Dettol Brand Extension Dettol Positioning Success & Failure of Dettol (Problems) Strategies (Process & Solution) Survey Data Study Recommended New Strategies

Reckitt & Benckiser

Founded:

1938 by merger of Reckitt & Sons and J&J Colman 1999 by merger of Reckitt & Colman and Benckiser

J A Benckiser circa 1823 (left), Isaac Reckitt circa 1860s (right) Products: Cleaning products, healthcare, condiments Revenue: 8,453 million (2010) Headquarters: Slought, United Kingdom. Adrian Bellamy (Chairman) Rakesh Kapoor (CEO) The company has operations in 60 countries,

Reckitt & Benckiser-History

1823 1886 1913 1932 1938 1985 1991 1999 2006 2007 2009 2010 Founding of Benckiser by Johann A. Benckiser. Reckitt & Sons begins its expansion and opens businesses around the world - firstly Australia. Joint venture set up in South America between Reckitt & Sons and J&J Colman - Atlantis Ltd. A major breakthrough for Reckitt & Sons, with the decision to market a germicide, Dettol, endorsed by the medical profession. Reckitt & Sons merge with J&J Colman to become Reckitt & Colman Ltd. Reckitt & Colman buys Airwick products. Benckiser begins expansion into Eastern Europe & till 1996 it expanded into the Baltic countries, Belorussia, China & Israel. Reckitt & Colman and Benckiser merge to become Reckitt Benckiser The world No.1 in household cleaning. Reckitt Benckiser completes acquisition of Boots Healthcare International for 1,926 million, gaining a new platform for growth in the attractive OTC (over the counter) healthcare market. Vanish hits the world No.1 spot! Reckitt Benckiser launches its new corporate brand identity. 'The Power behind the Power brands' Reckitt Benckiser completes acquisition of SSL International and adds Durex and Scholl to their list of Power brands.

New Identity..2009

R & B Journey so far.

RB s 19 Power brands are global leaders in high growth categories. Reckitt Benckiser is a world leader in household cleaning, health and personal care.

Revenue Generators Fabric Care Health Care Home Care Personal Care

Revenue 22% 26% 14% 26%

Market Leader Brands Dettol is the No.1 worldwide brand in Antiseptics

Veet is the No.1 depilatory brand worldwide.

Clearasil is the No.1 brand in Europe across all markets it plays in.

Rest

12%

R & B India

Head Quarter: Gurgaon.

Manufacturing Units: Total 8. (TN, Uttarakhand, J & K, HP)

Chairman & MD: CM Sethi Revenue: rs 2000 crore

Major products are: Dettol, AirWick, Lizol finish, Vanish, Air wick, Mortein, Harpic, Veet, Colin, Disprin, Cherry blossom, Strepsils, Easy off bang.

Indian Market - History

1910 1936 1942 1951 1958 1980 Board of Reckitt & Sons Ltd accepted the advice of Mr H E Quant that the company should be represented in India. First local manufacturing began using building acquired in Chetla Road, Calcutta in which Barley Mill was installed. Local manufacture of Dettol commenced, using concentrate imported from Hull by Parry & Co Ltd at Ranipet, near Madras. Formation of Reckitt & Colman India Ltd to carry out local manufacturing operations. Branch office opened in Delhi (April). Thousands of doctors and hospitals recommend the use of Dettol. By this time 10 million householders in India keep Dettol in their medicine chests and 65 million people (10% of Indias population) are known users of the product. It is estimated that 11.4 million bottles of Dettol were sold in India in this year. Reckitt & Colman and Benckiser N.V. merge to become Reckitt Benckiser globally and in India. Dettol voted as Indias Most Trusted Brand (ORG Marg - Brand Equity Survey). Reckitt Benckiser agreed to buy Paras Pharmaceuticals Limited (Paras).

1999 2002 2010

Product Portfolio & Strategy

Product Portfolio:
Household Products
Fabric care Surface Cleaners Pest Control Air Fresheners Lavatory Care Strategy: Niche Market Strategy. Focused more on those segment which had concentration of large number of unorganized players and a few organized players.

Over the counter pharmaceutical products

Antiseptic Products Ointments Analgesics

Products Market Share of R & B

Harpic: 75% market share. Colin: 88% market share. Mortein: 20% market share. Veet: 85% markets share.

Dettol Market Share: we will discuss as the presentation progress.

About Dettol

A Product of Reckitt Benckiser India Limited

Launched in India in 1933 as a antiseptic liquid for cuts n wounds

Playing a role of Germ Protector since long

Major Products: Antiseptic Liquid, Hand wash, Soaps, Body wash, Shaving cream, Plasters

Dettol JourneyIndia

An iconic brand that has stood for trusted protection in India since 1933.

The brand is endorsed by the Indian Medical Association and has been voted consistently as one of Indias Most Trusted Brands

Today multiple product offerings of the brand Dettol touch the consumers in many more aspects of personal and home care in their daily lives. Antiseptic Liquid Bar Soaps (Dettol Original, Dettol Fresh, Dettol Cool and Dettol Skincare) Liquid Hand Wash Hand Sanitizer. Shaving Cream Plasters

DettolBrand Value (approx)

1990 -- Rs 27 crore 1998 Rs 168 crore 2001 --- Rs 230 crore 2010 --- Rs 1000 crore

Dettol Success Factor

First to enter the market.

Product Diversification. Customer Loyalty Continuous Innovation. Over the years Dettol products bouquet has grown & the trusted protection has remain the same. Emotional bond.million of hearts.

Dettol Issues
1980s Dettol started facing the problem:

Antiseptic segment faced stagnation. Sales Volume was not growing & inventory was stuck. Restricted revenue as government included dettol antiseptic liquid in the category of price controlled drugs.

Looking at all this issues Brand Extension strategy was developed:

To fully exploit the potential of Dettol. Establish its presence in the consumers everyday life.

Dettol Brand Extension

Product Name
Dettol Soap Dettol Medicated Plaster Dettol Liquid Soap Dettol Shaving Cream Dettol Talc

Year
1981 1993 1994 1996 2000

Present Existence
Yes Yes Yes Yes (Hardly seen) Hardly seen

Variants
Yes No Yes No No

Dettol Mouth wash

Dettol Floor Cleaner Dettol Body wash Dettol Sanitizer

NA
2002 2005 NA

No
Not in India Yes Yes

No
No Yes No

Lets Understand:

Dettol Positioning. Success & Failure of Dettol (Problem) New Strategies (Process & Solution)

Dettol : Positioning in Mind of Consumer

A Antiseptic product

Dettol One of the worlds most used & trusted antiseptics.

100 % sure

Characteristics of the product: 1. Brown liquid. 2. Green labelled bottle. 3. Unique odour & burning sensation.

Dettol : Positioning in Mind of Consumer

Brand logo: White glistening sword. Sword represent Killing germs Treating infections.

About Dettol
Positive Attributes of Brand Dettol.

Brand Dettol: Trustworthiness of its products. Faith Affordable. Existence of so many years Effectiveness

About Dettol Words Consumer associate with Dettol

Trust Affordable Antiseptic

Strong smell

Dettol

Safety

Dettol is largely perceived as an antiseptic brand. Used for hygiene n health of entire Family.

Healthy family Reliable

Hygiene

Dettol Brand Proposition.

King of germ kill Functional aspect Emotional aspect

Antiseptic

Love

Occasional Use
Consumer

Doctors friends

Protection from germs

Care

Safety if dettol is there

Friends to the families

Healing wounds

Affection

Mothers Love

Lets understand what R & B communication about Dettol through Media..

Dettol Communication India

Success & Failures of Dettol (Problems)

Success of Dettol
Successful Brand Extension Year Remarks
It was positioned on love n care platform. By 1986 market share was just 0.5% in premium segment. The co re launched it in 2000 & positioned on germ killing platform. Dettol liquid hand wash helped dettol to come out of first aid boxes into households. Market Leader

Variants
1999 it introduced Dettol Fresh. Target market fragrance lovers. 2000 Dettol Extra. Soap with moisturizer. 2001 Dettol Junior. Target market kids. 2004 Dettol Skincare soap bar. Target market women's. 2006 Dettol Cool. Target Teens n young consumers. In 2003 co launched Dettol skin care hand wash. In 2006 co launched Dettol sensitive hand wash.

Present standing & Market Share

The new position worked well & slowly started picking up due to growing awareness among consumers regarding health & environment. MS: 5.8%.

Dettol Soap

1981

Dettol Liquid Soap Dettol Antiseptic Liquid Dettol Sanitizer

1994

MS: 51%

1932

None

MS: 84%

Na

Na

None

Dominates.

Failures of Dettol
Unsuccessful Brand Extension
Dettol Medicated Plasters

Year

Remarks
Major reason for launch was to force the competitor to take a defensive position by attacking it on its stronghold.
Reason for launch was that an study was done & which revealed that 40% of shavers use after shave lotion & out of that 30% use dettol. Product did not do well & was re launched in 2003. Strong antiseptic association did not allow consumer to leave brands like Nycil, Dermicool & Boroplus.

Variants

Present standing
The market for medicated plasters was very small, a mere rs 20 crore & so dettol did not succeeded much.
Dettol did not do better & claimed they do not possess expertise in gels. Sales fall: rs 43.1 million in 2001 to rs 4.3 million in 2005.

1991

No

Dettol Shaving Cream.

1996

No

Dettol Talc 2000 Dettol Mouthwash 2002

No

MS: 0.43%

This extension was not successful as it was positioned against killing germs whereas mouthwash is used for foul smell.

No Launched with three variants.

Not Available Body wash segment did not yield much result for dettol. MS: 4%

Dettol Body Wash

2005

Product was targeted at upper class customers.

Few Question We asked to Ourself?

What exactly is the true brand identity of Dettol?

Dettol Soap launched originally in 1981 as a premium soap failed. However, when the company re launched it as a 100% germ fighter it was successful in gaining market share. What made it successful? Dettol soap brand and liquid soap seemed to be the only proven winners in the entire lot of brand extension. Why other brand did not succeed? Which extensions should the company keep and which extensions should it remove from its portfolio?

Road Ahead.. Process & Solution.

1) Survey Study We asked few questions to the consumers that are we thinking in right direction? We asked what do they think? 2) Data Study

Road AheadSurvey..

Sample Size: 80

Sample Age Group: 20 yrs to 40 yrs

Survey Study
Where do you encounter germs in your day to day working?
100% 80% 60% 40% 20% 0% Travelling Toilets Public Places House 33% 13% Where do you encounter germs in your day to day w orking? % of response 87% 80%

What are the harmf ul ef f ects of germs % of response 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 80%

33%

33%

What are the harmf ul ef f ects of germs % of response

various diseases

cold

inf ection

Survey Study
Who are m ost likely to get af f ected by germ in your house? % s of response 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 87%

13%

13%

Kids

Senior citizen

P erson w ith low resistance pow er

What measures do you take to prevent germs?

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 93%

20%

33% 13% 7% 7% 13%

en vi ro nm en t

te r

ba th

as h

se

of of fic e

an dw

oi le d

of ho u

rin ki ng

an lin es s

le

le

an lin es s

le

an

P es t

co nt r

W a

ol

Survey Study
What measures do you take to clean germs?
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 93% 67% 40%

33% 13%

Shower

Clean Hands (repetitively)

Cleaning Floors

Cleaning Toilets

Cloth wash

What products help you fight germs in day to day scenario?

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 93% 73%

20%

27% 7%

33% 7%

Sanitizer

Body Soap

Liquid Handw ash

Toilet LiquidHarpic

Face Wash

Fenyl

Antisceptic Liquid

Survey Study
Any comments on what you feel can be done better to make your life germ free?
7% 7% 7% No Answer Awarenes Campaign Keep your surroundings clean Take precautions 79%

Name products of Dettol that you remember.

120% 100% 80% 60% 40% 20% 0% Handw ash Sanitizer Antisceptic Liquid Soap Shaving cream Plasters 20% 87% 67%

100%

13%

7%

Survey Study
Among the following products, pls tell which brand products you use.
90 80 70 60 50 40 30 20 10 0 80 65 55 70 80 70 78 80

Dettol Others total no of response 10 0 10 2 Kids Care 0 Any other

25 15 0 Antiseptic Health soap Liquid Hand Wash Shaving Cream

Body Wash

Plaster

Satisfaction level of above products in dettol

90 80 70 60 50 40 30 20 10 0 80 80 65 50 25 10 0 Antiseptic Health soap Liquid Hand Wash 15 15 0 Shaving Cream 10 10 0 Plaster 10 10 0 2 2 Satisfaction Add Feature total no of response

Kids Care

Survey Study
How would you rate Dettol in terms of their product offerings.
0%7% 13% Very Satisfied Satisfied Average Dissatisfied Very Dissatisfied 80%

What offerings can Dettol introduce to make life more germ free n healthy for your family?
45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 40% 27% 20% 13% 7% 13% 7% 7% 13% 20% 13% 13% 27%

at nt t is ce rac tiv pt e ic N a pk F i a ce ns na In pk cr K in ea itc s he se bo w ip d e y s re si st an M ce in C er le a a lw n at S u e rr ou r n di K ng id s s A p nt ro is du ce ct pt s ic C re am C . ol d cr e am B od y L ot M io en A n fte s ra r S ng ha e v o fp e ro du ct s

o od y S

ap

to

be

Survey Study..

Consumer has become more alert towards germs in his day to day operation. As a result in question one 87% of consumer told that they encounter germs while travelling. Consumer is linking germs to various diseases which he is not even aware off but still he wants to avoid those diseases. Consumer considers that hand is the one such part of body which comes in contact to germs very fast & requires lots of germ free treatment. To prevent & cure germs hand wash is the most adopted way.

Sanitizer & liquid hand wash are the most used product as a treatment to clean the germs.

About Dettol:

Hand wash, Antiseptic & Sanitizer are most recalled & used products of Dettol. 80% of consumer is satisfied from Dettol offerings & only 13% are very satisfied. That identifies the gap. New range of products suggested by consumer.

Road Ahead Dettol should reposition??

After the survey we say:
1. 2. 3. 4. Yes but dettol should focus on its main USP i.e. strong germ killing proposition. Its should make its existing line very strong & try to gain the maximum market share. It should fill all the gaps as suggested by the consumer. But USP should be germ killing proposition. Dettol should launch Mens range of product & Kids range of product as per the survey.

Reasons for the same:

1. 2. 3. However strong dettol tries it cannot change the mind of the consumer who has taken Dettol as a strong germ killing product. In present scenario individual is focusing very high on the health. Germ killing proposition will give more strong identity to the brand. Also data tells the same story(in next few slides)

Data study & Recommendations

Product Names Antiseptic Liquid Liquid Hand wash Soap Market Size 2007 (rs crore) 120 59 Market Size 2010 (rs crore) 175 120 8800 Total soap 2050 healthsoap NA 30 100 NA Approx Market Share 84% 51% Biggest competitor market share Savlon: 13% Lifebuoy: 20% Lux: 17.5%. Lifebuoy: 17.3% Lifebuoy: 55% Lifebuoy Lux: 41% Nycil, Dermicool & Boroplus: 99.57% Johnson n Johnson Recommended area for changes Packaging & Promotion Packaging & Promotion Product, Price, Place, Packaging & Promotion Packaging & Promotion Promotion Product, Price & Promotion Promotion

6548
NA

5.83%
25% Na 4% 0.43% Na

Hand sanitizer Body wash Prickly Heat Powder Medicated Plasters

NA 16 80 NA

BCG Matrix

Recommended Strategy
Recommended Strategies Focus on High Market Share Products (activities) Product Names 1) Antiseptic Liquid 2) Liquid Hand wash Reason for the recommended strategy 1) Market leader products for Dettol. 2) These products have highest presence amidst households. 3) Competition like lifebuoy has eye on these segments & trying hard to gain market share. 1) Health soap is rs 2050 cr market. 2) Health soap & Hand sanitizer are the future of health industry & can be big time revenue generator for Dettol. 3) Prickly heat Powder has not grown in sync with market growth rate 4) Also all these products are very important for Dettol line extension in Health segment 1) All as per survey & data study of these industries. 2) High growth industries & dettol can generate big time revenue from these industries.

Give New Identity to Existing product line to increase the Market Share.

1) 2) 3) 4)

Dettol Soap Dettol Sanitizer Prickly Heat Powder Dettol Medicated Plasters 5) Dettol Body wash

Brand Extension which are required as per survey & study of data.

1) Mens Range 2) Kids Range 3) Sanitary Napkins (female) 4) Others

Strategy one:
Focus on High Market Share Products

Recommended New Strategy

Products
Dettol Antiseptic Liquid

Product
Should keep focusing on its core strength. No major changes required.

Promotion
Should continue campaign of 2008 which shows that: Apka Dettol Kya Kya kar sakta hei

Should launch a spray pack.

Should keep focus on increasing the usage of the product.

Dettol Liquid Hand wash

Dettol should change packaging to bring some changes in product look. (eg dettol sensor, contemporary packing)

Survey tells that hand cleaning is most important thing that the consumer associate with health. So Dettol should focus on increasing the usage of the product. Constant advertisement of the product.

No changes required in the product as customer associate that smell to germ killing.

Need to watch competition campaign & need to redesign the campaign else they may loose some market share.

Packaging should associate product more with health of the individual

Dettol should promote the usage of the product in Schools & Hospital in urban/suburban areas.

Recommended New Strategy

Competition campaign - a threat for Liquid Hand wash. HUL advertisement of Lifebuoy hand wash.

Strategy 2
Give New Identity to Existing product line to increase the market share.

Health Soap Hand Sanitizer Body Wash Prickly Heat Powder Medicated Plasters.

Recommended New Strategy

A) Health Soap The Brand Positioning in Soap Industry

Recommended New Strategy

1.

Product (Soap):

Germ killing should be USP of the product. Should remove Dettol Extra, Dettol Cool from its product portfolio. Two variants strategy: Dettol Original (basically for rural areas) Dettol Skin care (basically for urban areas & also for female). Dettol should focus on increasing the usage of these two variants. Dettol Skin Care Germ killing + Fairness (all in one soap which nobody has).

Pack of 70 gram is required in Dettol Skin Care. Paper soap for travelling purpose should be introduced. No organize co at present.

Recommended New Strategy

2.

Price (Soap):
Dettol Original pricing should be near to lifebuoy & with the help of 3 + 1 offer to increase the penetration. Basically for rural. Dettol Skin Care should be on premium pricing of rs 31 for 120 gram & rs 19 for 70 gram. Paper soap pricing should be rs 3 for 5 strips pack.

3.

Place (Soap):
Dettol original should be focused in rural areas. The presence in rural areas is 22% All urban, Suburban, Small towns with existing distribution model. For paper soap presence will be required at railway station, pan shops & grocery shops.

Recommended New Strategy

4

Promotion (Soap):
New advertisement on the line of Dettol antiseptic liquid should be designed which focus on increasing the usage of the product.

( apka sabun kya kya kar sakta hein)

In todays scenario health awareness is high & all the communication should be focused on germ killing

Dettol Skin care for Germ Killing+ fairness (all in one soap which no body has).
Dettol should promote the usage of the product in hospitals & schools. Health campaign in urban areas. Maximum communication should involve young generation who travel/commute a lot. Adv telecast should be high throughout the year instead of only seasonal campaign.

Recommended New Strategy

Promotion should be focused on increasing the usage of soap. (similar to dettol antiseptic liquid).

Communication such as:

What do u want::: Health or beauty, what do u want: germs or germ free lifewill you be happy if you get a soap which kills germs & also takes care of your beauty

3. Medicated soap 4. A best partner for travelling

1. 2.

Kills Germ. Moisturize your skin.

Recommended New Strategy

Recommended New Strategy

Ideas from other industry which will help Dettol Soap

Recommended New Strategy

B) Hand Sanitizer
1)

Product:
Dettol should keep focusing on its core strength & no changes required in the product . Small sachets should be introduced to increase the usage.

2)

Price:
Pricing is ok. 50 ml for Rs 50 (eg: 6 Cr travellers in flight. 5% penetration & veet)

3)

Place

All tier 1 & tier 2 cities. For small sachets it should be available on shops at railway platforms & retail outlets.

Recommended New Strategy

4)

Promotion (Hand Sanitizer)

If promotion is done in big manner than this product can be big time revenue generating product for dettol as still awareness is very low At present there is no advertisement of the product & so media campaign should be designed. Dettol should promote the usage of the product in hospitals & schools. Cross product campaign as per following should be designed. Free sanitizer on hand wash & soaps Health campaign in urban areas. Communication which bring awareness & at the same times scares customer for not taking care of health should be designed. For some time period doctors should be given hand sanitizer free of cost for usage. Maximum communication should involve young generation & mothers.

Recommended New Strategy

Recommended New Strategy

C). Body Wash:

Body wash users are mostly female & also in India the market is very small. Users link body wash to luxury. Dettol may not do good in this segment as core strength of dettol is germ killing. Should continue with this brand without much focus on this.

D). Prickly Heat/Germ Killing Talc:

1)

Product:

Should re launch the product Product should be Anti perspiration which will not allow germs growth. Change features of the product which targets all kids & youngsters. Germ killing aspect along with coolness & strong fragrance should be the USP of the product.

2)

Price: In the range of Nycil & Dermicool. Place: All urban, Suburban, Small towns.

3)

Recommended New Strategy

4)

Promotion (Prickly Heat Talc):

In todays scenario health awareness is high & all the communication should be focused on germ killing + coolness + fragrance. Usage of product should be the main feature of any campaign. Make people more aware towards their health & also make them aware how perspiration creates germs. Dettol should promote the usage of the product in hospitals & schools. Health campaign in urban areas. Maximum communication should involve young generation who travel/commute a lot.

Advertisement telecast should be high throughout the year instead of only seasonal campaign.

Recommended New Strategy

E).
1)

Medicated Plasters: Product:

Should focus on wash proof plasters. Also adhesive property of plasters should be improved (competition is weak).

2)
3) 4)

Price: Similar to Johnson & Johnson Band Aid Place: All urban, Suburban, Small towns. Promotion:
Media Campaign to bring awareness about the product. For some time free sample on soaps.

Out of the box thinking:

1.

Germ kit:

Comprising of Liquid hand wash + Hand sanitizer + Soap + Talcum Powder + Medicated Plasters This kit can be designed on the basis of Monthly usage of 4 persons in a family.

Strategy 3:
Brand Extension

Recommended New Strategy

Brand Extension:

Mens Grooming Products (Survey results 27% of respondent) Kids range of products respondent) (Survey results 40% of

Others

Mens Grooming Industry

Mens Grooming Products-Data study

Mens Grooming Products-Data study

Total Industry
350

300

250

200 Male Specific Products Non-Male Specific Products 150

100

50

0 Male Specific Products Non-Male Specific Products

2006 254.1 167

2007 267 181

2008 283.4 190

2009 302.8 208

2010 326.1 211

Mens Grooming Products-Data study

Asia Pacific 17% Western Europe 32% Australasia 2%

Eastern Europe 7% North America 20%

Middle East & Africa 4%

Latin America 18%

Product Contribution
Skin care 7% Hair care 11% After Shave 4% Shaving Cream 9%

Deodorants 25% Razors & blades 39% Bath & shower 5%

Mens Grooming Products-Survey

Survey conducted by SPA future thinking research agency on 10000 men across the world .
1.
2.
3. 4. Masculinity is the feeling people crave for.

Men dont plan special trips for buying the product.

Young men (18-34) spend more than the older ones (55-64), Reason stated for using grooming products is it makes them feel good for themselves or more confident. Packaging colour is important 88% respondents said ,black or navy blue denotes a male product. Brands associated with masculinity or sporty feel are preferred like gillette , Adidas , Hugo boss Most frequently used products are shampoo ,deodorant, shower gel, aftershave . 59% respondents stated an increase of 40% in their spend on grooming products.

5.

6. 7.
8.

Mens Grooming Products-Happening

So Introducing:

ADAMS

by

Dettol

ADAMS
-

by Dettol

Fairness cream Bath soap After shave Razor Deodorant Shampoo Hair oil

INDUSTRY ANALYSIS Mens Grooming Products

PORTERS 5 FORCES
Potential entrants
Bargaining power of suppliers
Industry competitors Threat of new entrants Bargaining power of Customers

Suppliers
Rivalry among existing firms Threat of substitute products or services

Buyers

Substitutes
73

ADAMS
Entry Barriers

by Dettol- Industry
Bargaining power of buyers
Less dependency on few major products The products are less well differentiated

Analysis
Rivalry among existing player Low

Bargaining Power of Suppliers

Threat of substitute products

Moderate
Supplier cannot poses a threat of forward integration Few main products do not dominate total sales No substitute product & well diversification Entry of more players in same sphere High brand equity of competition brand.

Economies of Scale Product Differentiation Well Managed Robust Distribution Channels Favourable Market Positioning

Different Positioning Industry growth is not slow

Less no of competitors Backward integration

Less no of competitors

Baby Care Products Market

Baby Care Products-Data study

30

Baby Care Market In India (In bn) 28

25

20

15
15
10

8.15

2004

2008

2012

Baby Care Products-Data study

Product Contribution

Skin Care 51%

Hair Care 7%

Toiletries 42%

Baby Care Products-Facts

Increased disposable income

Rising population Increase in the no. of working women Increased awareness .

So Introducing:

Dettol Junior

Dettol Junior
Infants & kids products.
-

Bath soaps

Shampoo
Hair oil Massage oil Moisturiser cream

Dettol Junior-INDUSTRY ANALYSIS

Bargaining Power of Suppliers Bargaining power of buyers Threat of Substitute Products Rivalry among existing player Moderate
Entry of more players in same Sphere Equally balanced competitors exists

Entry Barriers

Moderate
Brand Equity Few main products does not dominate the total sale Less dependency on few major Products

Favourable Marketing position

Less no of Competitors

Competition brand having 1st mover advantage

There is lack of differentiation

Brand Awareness

Recommended New Strategy Others

Others
Kitchen wipes. Face Vibes / Antiseptic napkins. Antiseptic Cream.

Ladies sanitary Napkins.

Market growing by 10% every year. 700 cr market in 2007. 950 cr market in 2010. 40% of Indias requirement is manufactured in india. Companies like Johnson & Johnson, Proctor Gamble are there.

Facts that support our thoughts

Recently R & B acquired Paras Pharma for rs 3260 crore.

Dettol has already launched Mens range (few products). Dettol Sensor of liquid hand wash is already in the market.

New communication for Hand wash is on air which promotes usage of the product.

References & Thanks

Websites:

www.euromonitor.com www.datamonitor.com www.scribd.com www.moneymatter.com www.indianeconomist/dta.com www.slideshare.com

Thanks: