LOGO COMPANY INTRODUCTION PRODUCT LEVEL PRODUCT MIX PACKAGING AND LABELLING OF DETTOL SOAP PORTFOLIO OF SOAP PRICING STRATEGY DETTOL ADOPTED A NEW CAMPAGIN "BANEGA SWACH INDIA" THANK YOU......

2. PRESENTED BY:
ARINDAM MAJUMDER

3. INTRODUCTION:
Dettol is a trusted brand and operates under the company Reckitt Benckiser. Founder of the
company is Johan Benckiser and Isaac Reckitt . This company started its operations in India
in 1933. At present, the headquarters of the South-Eastern Region is located in India and
C.M.Sethi is the current MD and chairman of this group in India.
As the tagline-Be 100% sure, suggests the products are all related to hygiene.
NIMA or the National Integrated Medical Association has recommended and approved all
its antiseptic products for consumer use.
Under the iconic brand name of Dettol, many products have been introduced in the market.
In the minds of consumers, Dettol brings out positive emotions of keeping one’s family safe
and healthy.
This trusted champion has always maintained its uniqueness and quality and it has been
rewarded by customer’s loyalty. Some of the main competitors of this well-known company
are the following.
Revenue of this company is $9.891BILLION (2016) and net income $1.836billion (2016).

4. PRODUCT LEVEL:
Product levels of dettol soap define in to five types. Those are -
 CORE BENEFIT:
Dettol soap acts as Antiseptic solution and germhy cleaner to consumers for
hygienic purposes.
 BASIC PRODUCT:
Dettol soap mainly comes in solid bar with four different colours (blue,
orange, yellow, cream white). It is available in sizes from up to 75gm and
125gm.
 EXPECTED PRODUCT:
Dettol soap is suppose to provide antiseptic and germ relief to consumers.
The consumers await the burning sensation when applied on cuts.
 AUGMENTED PRODUCT:
The marketer prepares an augmented product that exceeds customer
expectation. However , competition takes place mostly at the expected
product level.
 POTENTIAL PRODUCT:
Dettol can come up with various new products such as antiseptic shampoos,
oils , shaving gel and antiperspirant deorants as well.

5. PRODUCT MIX:
The ideal product mix of dettol soap is define two ways, length and depth.
length is define like that,dettol soap has nine(9)different categories (original,
gold,lasting fresh,re-energize,fresh,eventone,skincare,cool,sensitive) and
those nine(9) categories,each and individual has two different weight (75gm
125 gm) .it’s call depth of dettol soap.
PRODUCT MIX
DETTOL
SOAP
SENSITIVE
• 75 gm , 125 gm.
GOLD
• 75 gm , 125 gm
ORIGINAL
• 75 gm , 125 gm. , 50gms, 30gms
RE-ENERGIZE
• 75 gm , 125 gm
COOL
• 75 gm , 125 gm
EVEN TONE
• 75 gm , 125 gm
SKIN CARE
• 75 gm , 125 gm
LASTING FRESH
• 75 gm , 125 gm
FRESH
• 75 gm , 125 gm

6. PACKAGING AND LABELLING OF DETTOL SOAP:
• Identifying the Brand
• Conveys the importance of the product
• Facilitate product from transport and
protection
• Assist at – home storage
• Which shows the symbol for fighting germs
and infections
• Offer packs

7. PRODUCT PORTFOLIO OF DETTOL SOAP

8.  PRICINGSTRATEGY:
Dettol soap is priced at retail price of Rs. 40.00 (125 gms) and Rs. 26.00 (75 gms) Rs. 18.00
(50gms), Rs. 10.00 (30gms) which is at a premium of Rs. 3.00 and Rs. 2.00 to its
competition(Safeguard and Lifebuoy). The company follow two type of pricing strategy.
Those are-
 DISCOUNTS AND ALLOWANCES:-
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. 19.00 price off on a purchase of three soap
bars.
 GEOGRAPHIC PRICING STRATEGY:-
In pricing the seller must consider the cost of shipping. There are different geographic
strategies. But RB utilizes the uniform delivering pricing (the same delivering price quoted
to all buyers regardless of their location) for Dettol Soap.