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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

SITUATIONAL ANALYSIS
Some uncontrollable situational factors that are faced by the Reckitt Benckiser and
Dettol soap are as follows,

‡ G
: 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.

‡ 
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 direct competitors

‡     these are the uncertainties that are extremely variable in the
political conditions of Indi a. Constant political instability does affect the
company in terms of building new relations with new governments all the time.

‡   
    : the company has to be very careful in the
implementation of its promotional campaigns

˜ARKETING 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 a feeling of freshness behind. Good perfume and foam combine
to deliver this freshness experience.

‡ Like Dettol has given it¶s slogan of ³Dettol protects against a wide range of
unseen germs, including bacteria and viruses´

‡ While safeguard is focusing on µDin Raat Lagataar Tahaffuz¶ which is more


powerful in the mind of the consumer.
‡ Lifebuoy is following the ³germ buster¶s´ strategy.

TARGET ˜ARKET:-
As per my point of view:

‡ All Hospitals of the City or Town

‡ All Hotels of the City or Town

‡ All School or Colleges of the City or Town

‡ All Restaurant of the cities.

˜ G


‡ RB is conscious of the changing consumer needs and trends and is


constantly conducting market research 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 Det tol Herbal soap.

MARKET GROWTH:-

‡ In India, soaps are available in five million retail stores, out of which, 3.75
million retail stores are in the rural areas. Therefore, availability of these
products is not an issue. 70% of India's population resides in the rural areas;
hence around 50% of the soaps are sold in the rural markets.

The major players in Soap market are HLL, Nirma, P&G and RB.

‡ 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 gr owth and
additional brand penetration and brand building.

COMPETITION ANALYSIS:-

‡ Dettol soap is a brand of Reckitt Benckiser India Ltd and it has been operating
in India since 1933. Dettol is the leader in the antiseptic market with 85 per
cent market share.

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

‡ Lifebuoy is one of Unilever's oldest brands. Lifebuoy has a market share of 16


%.

OPPORTUNITY ANALYSIS:-
‡ Based on the competitive analysis, Reckitt Ben ckiser found out that there are
a lot of opportunities which will help the New Dettol soap capitalize a greater
market share.

Ë Extensive Market Growth

Ë Market Penetration and Market Expansion.

Ë Achieving High Gross Margins

Ë High Customer Services and Satisfaction

Ë New Product Development and Entrepreneurship.

For Ex. :New Dettol Fresh

[Stay Protected, Saty

Fresh with new Dettol]

£ 

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

‡ Original: Contains essence of the Dettol antiseptic solution

‡ S
 : Contains moisturizer for Skin care.

‡ : Contains Active cleaning agent for Active cleaning.

‡ : Contains Fresh scent for a Fresh feeling.

‡ 
: Contains Skin-friendly ingredients for Sensitive skin.

£  

   
£ 

  
   

‡ Dettol is positioned as a premium brand which the mother chooses for 100%
protection against all germs and bacteria for her family.

£ 


 
 £    

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

£ 

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

£ 
   

£

 


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

G 

 


‡ RB give a special trade offer on Dettol Soap of 2% during the summer season
so as to push to product into retail and an additional discount of 4 % to
wholesalers to maximize loading in the channel 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 of three Dettol Soaps (in one package) with a Rs. 19 pri ce off
on a purchase of three soap bars.

DISTRIBUTION STRATEGY

! ANNEL OF DISTRIBUTION FOR !ONSU˜ER PRODU!T 


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 that are responsible for the distribution of pre -defined
geographical areas who distribute it further to wholesalers and/or retailers.

Direct Delivery (Key Accounts)

‡ The company provides direct delivery to select large cu stomers like


institutional buyers of key accounts which sell directly to the consumer or to
small retailers / end -consumer.

£ !

‡ The five variants provide an ideal product mix in terms of consumer needs i.e.
Original with Dettol 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.
 

£  
   
c˜˜ c cGcc £

‡ ³Reposition Dettol soaps range as a preferred everyday use solution for the
whole family´


  
  
‡ 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:

 
˜

 


 

DETTOL prefers TV because of their philosophy that; ³HEALTH AND HYGIEN E
ALWAYS COMES FIRST.´
Dettol soap spends around 60 % of the TV advertising budget on all channels with
high rating points.

‡ MEDIA PLAN-TV (over 12 minutes per channel per day)

‡ MEDIA PLAN-RADIO

‡ PRINT ADVERTISEMENT

Dettol soap has a very aggressive approach in print advertising with


the launch of the new Dettol soap ads appear in almost all the leading newspapers
around the country e.g. Times of India, Dainik jagran HT etc.
BUDGET
Dettol soap is a Rs 1 billion brand annually and so the marketing budget allocated to
it approx 20 % of total Net revenue.


 :-

‡ Main target for the year is Hospitals, Hotels and Big colleges. For them

‡ we going to road shows.

‡ Distribute Free Sample.

‡ In case of Hotels we offer them discount on our best selling price. Or we offer
them 4% discount on product for whole year, which we offer to our whole
sellers.

"   #

‡ In case of advertisement..

  £ 

  ! "#$###%&!' ($)#$###

!*+!,-. (####%/!' /#$###

0!123 )####%&!' /#$###

 4 555555555 )$"#$###


Sales Forecast for the Year«
For the Year«

‡ In 1 st Month we are going to advertise in all targeted areas.

‡ But after 1 st Month our target is at least 10 Hospitals/Hotel/Institutional


area per month.

‡ It means in whole year our target is near about 100 to 150 institutes.
Which are ready to use only Dettol products.

Customers Units per month Units in a year Per unit cost Total
(After Discount)

6%(## *7(## *!7((## (:)# ! )($()# !


!' -.!
48-+7(/9# &;"# ! /&$&/# !
48-+7(9#
-.!

6!*! *7)## *7))## (:)# ! ")$)"# !


-.!
48-+7))## &;"# ! ;"$";# !
48-+7)##
-.!

 .!-! *!9# *799# (:)# ! (#9/# !


-.!
48-+799# &;"# ! )($()# !
48-+!9#
.!

 55555 *7&;9# 555555 )$")$;;# !

48-+7""##
Final Balance sheet of the year«

‡ Total Exp. On the Advertisement in a year« (Rs. 2,40,000) + Extra Expenses


(Rs. 60,000)

‡ Income of the year « From 3 institute average income (Rs. 2,40,000), Our
estimation for sale is 50 to 60 institutes.

So income is (2,42,480 * 50 = 1,21,24,000)

Profit = 1,21,24,000 ± (3,00,000 + Manufacturing cost)

˜
 
 

Lets assume for Soap its 18 Rs.

Liquid its 36 Rs.

Then Total unit

Soap: 3850*50 = 1,92,500*18 = 34,65,000

Liquid: 4400*50 = 2,20,000*36 = 79,20,000

Total Manufacturing cost :

34,65,000 + 79,20,000 = 1,13,85,000

Profit: 
($)($)"$###<%&$##$###=($(&$;9$###'>4,39,000Rs. 
ASSIG˜ENT ON SALES AND PRO˜OTION
(Date:28th Aug 2010)

Product:DETTOL

Submitted to: Submitted by:


Prof T.K Gosh Twinkle
Agarwal
Roll no:48







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