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The abo%e "raph depicts the %arious reasons as to wh Dettol products are bein" bou"ht
b the consumers. The best wa to find the new uses for the product is to as# the consumers.
Dettol did 'ust that. It ran a series of promotions as#in" consumers to tell the compan! how the
used Dettol.
Dettol , ne& uses!
The brand as#ed the consumers to contact them and tell the compan on the multiple
uses of the product and thus "ained lot of insi"hts into the %arious uses of the brand. The brand
later came out with a series of campai"n hi"hli"htin" the %arious uses of this antiseptic. Dettol
now ta#en the platform of a multi,use antiseptic which can be used durin" bath! to clean
wounds! to sterili+e clothes! floor etc.
Althou"h homema#ers ha%e been usin" Dettol for all these! the compan has now ta#en
these uses as a part of the core product. The brand is trin" to brea# the ima"e of Dettol as an
antiseptic which is used for cleanin" wounds. Alon" with this initiati%e! the brand also reinforced
its commitment towards h"iene. The brand has selected "giene as t"e core brand %alue and
theme which it will fi"ht for.
In >002! the brand conducted a stud which showed that F23 of frequentl touched
surfaces in a household are hi"hl contaminated. The brand then conducted a series of awareness
campai"n to promote better h"iene usin" Dettol. 1sin" h"iene as the ma'or theme! Dettol is
trin" to increase the usa"e of the product amon" the households. 6ecause of the e0cellent brand
equit! Dettol is in a position to ride this wa%e.
Factors that shaped the brand during its life cycle
Despite its first mo%er ad%anta"e! it did not become a household name from the word "o.
To brea# into the consumer space! the compan launched an a""ressi%e ad%ertisin" campai"n in
19;0. 6 19F0! @.F million Dettol bottles were sold and! o%er the ne0t one decade! the brand had
penetrated into @03 of urban households in India.
A. Dettol Brand , 'ommunication!
Dettol)s communication in the initial ears was %ia medical detailin" material! print
ad%ertisement in popular press and medical 'ournals. This was followed b TI ad%ertisements
centered on first aid application for man ears. 1.A stud showed that while First Aid use in
the households had a near 1003 penetration! man homes were usin" it for secondar purposes.
In order to e0ploit this potential in >005! the messa"e strate" saw a shift to communicatin"
secondar usa"es li#e addin" Dettol to bathin" water! disinfectin" the floors! napp rinsin" etc.
In earl >002! the brand)s communication too# another step forward with its !apka "ettol #ya
#ya #arta $ai% campai"n A that showcased how brand users across the countr had formed their
Promotional cost effectiveness
Stages Of Product Life Cycle
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Sales Promotion Advertising and Publicity Personal Selling
own special bond with the brand A usin" it whene%er and where%er the felt a need for
disinfection. Antiseptic *iquid is a wellpenetrated mar#et! "i%en its use in first aid! and is sold in
o%er 1; lac outlets in the countr /%er the ears! the product has been e0tended for other
disinfection uses li#e addin" to bathin" water! disinfectin" bab nappies! addin" to water while
moppin" etc. and at present secondar usa"e contributes more %olumes of Dettol Antiseptic
liquid than the primar first aid usa"e.
B. -t"er Brand S"aping Acti%ities!
Apart from ad campai"ns and product schemes! the compan used to sponsor
programmes such as the Cational Curses <eet. J1ntil now it was more of a sin"le initiati%e that
we sponsored or wor#ed on! and then "ot out!J 7ethi sas! JIt was time we did thin"s differentl.
&e also loo# at it as a part of our corporate social responsibilit initiati%e.J
&ith an initial in%estment of =s 5 crore 4=s 50 million5 and a ear of wor#! =ec#itt
6enc#iser aims to tar"et those who are most %ulnerable to infections. Thus! new mothers will be
presented with a %accination chart with tips on how to #eep the newKborn and its surroundin"s
"ermKfree! alon" with a free bottle of Dettol antiseptic.
7chool students will be educated in the importance of washin" their hands before eatin".
The hospital pro"ramme will mean reachin" out to hospitals and nursin" homes where
pro"rammes will be conducted with nurses and staff to #eep the en%ironment "ermKfree. ,ealth
messa"es on firstKaid and immuni+ation will also be displaed.
The pro"ramme will mean "ettin" in touch with 1.> million new mothers! 300!000
students and >50 hospitals across the countr. &hile the new mothersL pro"ramme has alread
started in the si0 metros! the school and hospital initiati%es will #ic# off in a phased manner
throu"h the ear.
&ole of advertising in this brand building process
/%er the ears of the ori"inal Dettol Antiseptic *iquid! e%en as Dettol)s product bouquet
has "rown! the trusted protection has remained the same. &ith its distinct smell! color and stin"!
it e%o#es an emotional bond in millions of hearts A it)s Dettol! its wor#in"M Dettol ad%ertisin"
startin" in 19;0s has centered on educatin" consumers on the need for protection from "erms!
while offering solutions to manage t"e problem of germs. 7tartin" then and till now Dettol
ad%ertisin" has celebrated the role of a mother in protectin" her famil.
Dettol ad%ertisin" startin" in 19;0s has centered on educatin" consumers on the need for
protection from "erms! while offerin" solutions to mana"e the problem of "erms where%er and
whene%er the ma occur. 7tartin" then and till now Dettol ad%ertisin" has celebrated the role of
a mother in protectin" her famil. 6ecause .f s"e doesnt take care of t"em &"o &ill/
Dettol had to e0pand the usa"e beond cuts and bruises. ,ence =ec#itt and $oleman
unleashed a campai"n aimin" to e0pand the usa"e of the brand to an all purpose antiseptic that
can be used for sha%in"! rinsin" and as a "eneral disinfectant. Interestin"l this multiKusa"e of
Dettol Antiseptic *iquid pa%ed the wa for the ne0t "eneration of Dettol.
Dettol has launched Dettol Suraks"it Pari%ar! a nationwide campai"n! in association
with the Indian <edical Association 4I<A5. The ob'ecti%e of this campai"n is to "enerate
awareness that "ood h"iene practices are essential to reduce the ris# of infections! particularl
for those who are most %ulnerable to illness such as infants and children. The 8ro"ramme is
bein" underta#en at three different le%els A Cew <other 8ro"ramme! 7chool ,and wash
8ro"ramme and ,ospital 8ro"ramme. 7pread across Delhi! <umbai! Nol#ata! $hennai!
6an"alore and ,derabad! it tar"ets new <otherLs! school children and the "eneral public. Cew
<other 8ro"ramme not missed a sin"le da at school are "i%en 0Dettol 100% Attendance
A&ard0 to further encoura"e them to follow "ood h"iene.
$o' did this brand position itself in its competitive market(
Price Quantity Price Quantity Price Quantity
16 75g 16 75g 12 75g
26 125g 24.5 125g 17 125g
Price Quantity Price Quantity
55 250ml 55 250ml
Price Quantity Price Quantity Price Quantity
22 30g 24.5 30g 19.5 30g
37 70g 37.5 70g 36 70g
Dettol Old Spice Palmolive
Liquid Soap
Dettol Fem
Shaving Cream
Dettol Savlon Medimix
Soap
Dettol toilet soap was positioned as beaut soap initiall. This was not in line with its core
%alues. Dettol, the parent brand 4antiKseptic liquid5 was #nown for its abilit to heal cuts. The
e0tension)s -beautE positionin" was not in tune with the parent)s -"ermK#illE positionin". The
soap! therefore! had to be repositioned as-germ,kill$ soap 4-bath for "rim occasionsE5 and it
fared e0tremel! well after repositionin". ,ere! the soap had to be repositioned for ima"e
mismatch.
Thou"h the =s @00Kcrore Dettol continues to lead the antiseptic liquid hand wash mar#et
with o%er 503 share! ri%al ,industan 1nile%er)s 4,1*5 massKpriced soap brand *ifebuo has
be"un ta#in" awa share from Dettol in recent months! e%en thou"h mar"inall. ,1* has been
pushin" *ifebuo on the same h"iene and "erm protection platform that Dettol is snonmous
with.
Its ma'or competitors in the 6ar 7oap se"ment are *ifebuo! *u0! 7antoor! 7a%lon! Hodre'
Co 1! etc. The stron"hold and dominance of these brands and their distribution! %aries across
re"ions and urban and rural mar#ets. &hile some brands are stron" across the mar#et! others
ha%e their stron"holds in onl some of the re"ions in the countr. Dettol %ariants ha%e
contributed incrementall to Dettol soap sales and now ma#e up about >53 of total Dettol soap
sales. ,owe%er! "i%en its herita"e and ears of e0istence! Dettol /ri"inal 7oap continues to be
the lead %ariant! and top of mind when it came to Dettol 7oaps. To suit the needs of different
consumers! Dettol and its competitors are a%ailable in different pac# si+es and combopac#
offers. 8ricin" also plas a bi" role in this mar#et that can be se"mented as econom! midprice
and premium. 9ach plaer is present in different si+es! and hence tries to straddle different pic#
up prices. Dettol soap has a premium price %ersus ot"er ke plaers in the mar#et. This has
limited Dettol penetration in the lower end of the mar#et. To o%ercome pricin" barrier! small
pac# was launched in >00F! priced at =s. ;. This helped in "ainin" further share. ,ousehold
penetration and consumer preferences towards Dettol %ar across re"ions and seasons.
=ec#itt 6enc#iser decided to reposition Dettol O its hi"hest sellin" brand O from 1ust
premium to address t"e mass segment as well. Dettol liquid hand wash was rolled out in 135K
ml pac#s priced at =s 32 across all three %ariants O ori"inal! s#incare and sensiti%e. Dettol soap!
too! has been introduced in a smaller 7N1 of 35 "m priced at =s ;.
Neepin" in mind the climatic conditions pre%alent in India! Dettol Fresh 7oap had been
formulated usin" a perfect blend of in"redients to "i%e relief from heat and sweat so that one
stas fresh for lon" time. Dettol Fresh *iquid ,and wash "a%e a Fresh and clean feel durin"
hand wash. All this is while retainin" superior protection of Dettol whereb it pro%ided 10 times
better protection from "erms as compared to ordinar soaps.
)he future steps to consolidate the same brand
A. )ooking A"ead!
6rand Dettol)s "rowth trend had been stead o%er the ears. In the last few ears! there had
been acceleration in its "rowth! but the team felt that with the ri"ht strate"ies in place! it could
le%era"e the "rowth momentum it had built in recent past. It was loo#in" forward to finali+in"
%arious mar#etin" strate"ies and initiati%es to help it achie%e its ambitious ob'ecti%es.
/ne of the #e challen"es on use of Dettol has been low consumer awareness on "erm pic# up
situations. =eco"ni+in" the same! the team is e%aluatin" how h"iene awareness can be
increased further.
B. 2ora into 3e& Markets!
4"e Bod &as" Market
Dettol bod wash was launched in >005 for further penetration into related cate"ories and
pro"ression into the urban mar#et. The 6od &ash mar#et is a small but fast "rowin" cate"or.
Its cate"or si+e was =s. 1; $rores in >00F. For the last 3 ears! the $AH= has been near 303.
The mar#et is dominated b a few #e plaers namel! *u0 6od &ash! 8almoli%e and Do%e.
The current user profile of -6od &ashE is upper 79$s who reside mainl in <etros. The user
profile currentl also has a sli"ht female s#ew and the association of the product usa"e is with
feelin"s of indul"ence and (pamperin" oneself). The cate"or is considered (premium) due to its
hi"h priced products. Hi%en the si+e of the mar#et! the support behind the cate"or has been
o%erall at a rather low le%el. The o%erall penetration in India is a mea"re 13. ,owe%er! trends in
other semide%eloped mar#ets show that shower "els clearl the bodwash mar#et of the future.
In man de%eloped countries! use of soap is chan"ed to bod wash format 4almost to 5035.