Presented By
(Bibhudutta Tripathy)
07.09.2022

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CONTENTS
 INTRODUCTION
 ABOUT COMPANY
 CHARACTERISTICS
 BUYING BEHAVIOUR
 TARGETING STRATEGY
 SWOT ANALYSIS
 COMPETITORS IN MARKET
 CONCLUSION
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INTRODUCTION
 What is Dettol?
 Country: United Kingdom
 Product type: Antiseptic
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ABOUT COMPANY
 Introduced: 1932; 90 years ago
 Owner: Reckitt Benckiser
 Market: Worldwide (except United States)
 “Keep the memories, but not the Bacteria”
 Website: Dettol.co.uk
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CHARACTERISTICS
Logo
SWORD: a symbol for fighting Germs
& Infection
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BUYING BEHAVIOUR
Economic needs:
o Price placement of Dettol is mostly targeted towards middle and lower middle-class segments
Social influence:
o Families, especially mothers prefer Dettol, for protection of their loved ones from germs and diseases
Psychological variables:
o Dettol products are inescapably linked with a healthy & disease-free and lifestyle
Purchase situation:
o Dettol is purchased when the need for a suitable soap or disinfectant arises
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TARGETING STRATEGY
 Differentiated- Handwash, Soap: skin requirements
 Undifferentiated- Mass marketing: Antiseptic original Dettol
 Concentrated- Sanitizer: Mothers, Doctors
 Micro marketing-
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STRENGTHS
1) High market share
2) Brand loyalty
3) Affordable price
4) Trustworthiness
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WEAKNESSES
 Competition from other similar products means
stagnant market share
 Limited penetration in rural markets
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OPPORTUNITIES
 It’s powerful brand to make it an everyday use proposition
 Tie-ups with school, hospitals, hotel chains etc.
 Better penetration in rural markets.
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THREATS
Aggressive Competitors in terms of Pricing, Packaging & Promotion.
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COMPETITORS IN MARKET
 Savlon
 Lifebuoy
64%
25%
11%
SALES
Dettol Lifebuoy Savlon
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CONCLUSION
 Functional & Emotional to bonding with the customer
 Good brand image deep in different age groups of people
 In reference to India
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