Dettol is a leading antiseptic brand owned by Reckitt Benckiser that provides various antiseptic products like liquid, soap, and handwash. It has established itself as a trusted brand for family health and hygiene over the years through effective advertising focusing on a mother's role in protecting her family from germs. Dettol remains the market leader in the antiseptic liquid category in India with 84% market share as of 2008 due to its competitive pricing and versatile product portfolio appealing to consumers' need for germ protection.

2. Usage of the brand DETTOLgives rise to many
emotions in the consumers’ minds. From
making them feel safe and secure about the
well‐being of their family to making the mother
feel that she has done the best for her
family, the brand evokes positive imageries and
emotions. Thus, it is only fitting that the brand’s
tagline says ‐ Be 100% Sure.

3. Reckitt Benckiser
• Reckitt Benckiser plc is a British multinational consumer goods
company headquartered in Slough, United Kingdom.
• Formed in December 1999 from the merger of Reckitt & Colman plc
and Benckiser N.V.
• It has operations in over 60 countries and its products are sold in
over 180 countries.
• Reckitt Benckiser is listed on the London Stock Exchange It had a
market capitalisation of approximately £23.2 billion as of 23
December 2011, the 20th-largest of any company with a primary
listing on the London Stock Exchange
• Reckitt Benckiser owns a wide range of household brands in five
main areas.

5. CATEGORY PERFORMANCE
FOOD PHARMA
4% 8%
PORTFOLIO
BRANDS
HEALTH
8%
21%
HOME
21%
HYGIENE
38%

6. DETTOL
• As the world's leading brand of antiseptics and a
trusted champion of family health, Dettol products
offer a high standard of germ kill and are
recommended by healthcare professionals for their
proven ability to keep families healthy.
• The brand has stayed contemporary through the
launch of new products and offered consumers a
breadth of products across categories that can help
protect them from germs.
• These include bar soaps, hand sanitizers, liquid hand
washes, shower gels and antibacterial wipes.

7. PRODUCTS UNDER DETTOL
ANTI SEPTIC LIQUID:
Oldest and most popular
Product by dettol.
SOAP: Includes many variants such as
Original
Skincare
Cool
Re-energize

8. HANDWASH: Liquid Hand wash with
antibacterial properties available in :
Original
Skincare
Sensitive
Fresh
NO TOUCH HAND WASH: The No-Touch dispenser
automatically senses your hands and dispenses an
adequate amount of liquid soap.
Available in:
Cucumber
Original

9. BODYWASH: Includes body washes for men and
women such as:
Original
Skincare
Nourishing
Soothing
Shaving creams: Specially for men available in:
Fresh
Cool

10. Other products include
HandSanitizer: For soap, water free hand
cleansing
Washproof Medicated Plaster

12. Demographic:
• Family Life Cycle:
• Dettol Antiseptic Liquid’s segmentation for
family life cycle is no segmentation at all. It’s a
product for the whole family. Everyone from a
kid to the grandfather can use the antiseptic
liquid for various purposes.

14. Psychographic Segmentation:
• Lifestyle: Dettol has segmented our modern
days lifestyle which is more
outdoors, unhygienic, and bacterial . So for
the hygiene seeking consumers ,Dettol has
come up with the antiseptic liquid for
laundry, wounds and cuts, and house
cleaning.

15. • Personality: Segmented the adventurous and
daring personalities ,to support them with a
very effective antiseptic liquid for their injuries
and wounds.
• Self-concept: It appeals to those people who
are disinfectant freaks .

16. Behavioural Segmentation
• Benefit : It appeals to the customers who expect a
solution with very effective antiseptic properties for
cleaning wounds, laundry, and house cleaning.
• User Status : It had targeted both the brand and
category users with its “Aapka Dettol KyaKya Karta Hai”
campaign – that showcased how brand users across
the country had formed their own special bond with
the brand – using it whenever and wherever they felt a
need for disinfection.

17. • Usage rate: they have various packings for
different types of consumers on the basis of
quantity consumed ,ranging from 50ml to
500ml.
• Purchase Occasions : It doesn’t have any
specific occasion for purchasing ,although it
tries to promote its sales on various occasions.
Like: Mother’s Day

18. Dettol’s Mother’s Day Ad

19. • Loyalty Status : Dettol mostly has hard core
loyalty status.
• Buyer Readiness: Dettol has very high buyer
readiness. Since years it has been used in
Indian Households for various purposes due to
its antiseptic and disinfectant property.

20. Targeting

21. • Dettol antiseptic liquid follows product
specialization for target market selection.

22. • Product specialization – Single product type
for all markets.
• Single type of antiseptic liquid for all markets
like : household, laundry, hospitals, etc.
• Its of a very universal nature, so targeting is
done keeping in mind the entire section of
consumers irrespective of their markets.

23. Positioning

24. • Although it was being used in hospitals and
nursing homes for first aid and disinfectant
uses like cleaning wards,washinglinen, etc.
• Consumers were also using it for
bathing, mopping, shaving and other
secondary purposes. While it started its
journey as the ‘cuts and wounds’ brand in the
country,
• over the years it had taken over the role of
‘protector from germs’ in every situation.

25. • Dettol Antiseptic Liquid has some
strong, distinct associations-first and foremost
is its trademark smell(POD). Who can miss the
characteristic Dettol smell that has been the
reassurance to many a child’s scraped knee!
Consumers recognize the smell enough to
refer to a medicinally clean room as ‘Dettol
like smell’.

26. • In the book, ‘Planning of Power
Advertising’, Anand Halve mentions, “It is a
safe bet that you will be able to tell the smell
of Dettol liquid on a cut with the reassuring
tingling sensation which tells you it has begun
to work. Savlon on the other does not have
the same burning sensation, (and is) very
often seen by consumers as ‘ineffective’ ”.

27. • The second characteristic is its amber gold
colour. The third is the ‘clouding’ effect that
appears when it is added to water.
• Dettol’s packaging is distinct in its very own
way. The green & white colours are associated
with hospitals.

28. • All Dettol products have a sword on the
pack, which is a symbol for fighting germs and
infection.
• Over the years, the clouding action and the
sword have become synonymous with the
brand and have been creatively used in Dettol
advertising.

30. Dettol Antiseptic Liquid is a versatile
product, which has many uses for protecting
your family from germs-
Use with bathing water for a completely germ-
free bath
Use with mopping water to disinfect floors
completely
Use in washing laundry to disinfect your
clothes

31. For first aid and personal care uses, Dettol
Antiseptic Liquid must always be used diluted
with water.
Available in a wide range of sizes from 50 ml
to 500 ml. For detailed usage instructions see
back label of product.

32.  Anti-bacterial, Anti-fungal, Anti-viral effect by PCMX, a
specialized antibacterial ingredient.
 Unique Dettol fragrance by pine-oil ingredient.
 Excellent to eliminate Salmonella, E.Coli, 0-157, Acne-
causing bacteria, body odour-causing bacteria, etc.
 The reliable brand recommended by doctors around the
world for the personal hygienic life.
 Recommended by Korea Medical Association for the first
time ever in Korea.
 The Specialized Antibacterial Brand with a variety of
product line for your hygienically healthy life.

34. Ingredients Function
Water Diluent
Isopropyl Alcohol Solvent
PinusPalustris Oil Other
RicinusCommunis (Castor) Seed Oil None
Chloroxylenol None
Sodium Hydroxide pH Adjuster
Caramel None

36. • Core Benefit: Dettol Liquid acts as an Antiseptic
Solution to consumers for hygienic purposes.
• Basic Product: Dettol Antiseptic Liquid mainly
comes in glass bottles and is Brown in colour. It
is available in sizes from up to 50 ml to 500 ml.
• Expected Product: Dettol Antiseptic Liquid is
supposed to provide antiseptic relief to
consumers. The consumers await the burning
sensation when applied on cuts.

37. • Potential Product: Dettol can come up with
various new products such as antiseptic
shampoos, oils and antiperspirant deodorants
as well.

38. PRODUCT LIFE CYCLE
The stages through which individual products develop over time is called
commonly known as the "Product Life Cycle.“

39. INTRODUCTION STAGE
• CHARACTERISTICS 
• During an introduction phase of product life cycle , there are many costs
involved in order to introduce the product into the market, expense
involved in promotional activities, high operational costs etc. Due to this
in majority of cases during introduction phase products tend to contribute
negligibly towards profits.
• Costs are very high.
• Technology is unproven and not standardized.
• Demand has to be created.
• Little or no competition for the product.
• No money is made at this stage.
• Customers lack information and are hesitant to buy. Advertising is an
effective tool

40. • The brand Dettol was launched in India in 1933 in the Antiseptic liquid
form as a treatment for cuts and wounds. Although it was being used in
hospitals and nursing homes for first aid and disinfectant uses like
cleaning wards, washing linen, etc. Consumers were also using it for
bathing, mopping, shaving and other secondary purposes.
• The existence/creation of a consumer need for germ protection was
satisfied by Dettol.
• In building the segment, Dettol has played the role of the market leader
and the innovator.
• The need for germ protection is top most on consumer’s mind. Due to
its early and continued efforts in building the segment and given the
strength of the brand Dettol, this segment was historically dominated
by Dettol Antiseptic Liquid.

41. GROWTH STAGE
• CHARACTERISTICS 
• The Growth Stage is characterized by rapid growth in sales
and profits.
• Profits rise due to an increase in output (economies of
scale)and possibly better price.
• Public awareness increases.
• Competition begins to increase with a few new players in
establishing market.
• Increased competition leads to price decreases.
• Introduction of new distribution channels.

42. • The brand started its journey in 1933 as antiseptic liquid, but over
the years, it has been extended to a number of product categories
like toilet soaps, liquid handwash, liquid bodywash, shaving cream
and plaster strips. For almost the first 50 years, Dettol was present
only as an antiseptic liquid.
• The growth of Each of these markets are at varying stages of
evolution, so while in one market the brand ‐ as the leader ‐ had
the responsibility of driving overall market growth, in other
markets.
• Trend in the last few years had been encouraging with shares
showing an accelerated upward growth in most categories.
• Although it was being used in hospitals and nursing homes for first
aid and disinfectant uses like cleaning wards, washing linen, etc.
Consumers were also using it for bathing, mopping, shaving and
other secondary purposes.

43. MATURITY STAGE
• CHARACTERISTICS 
• The Maturity Stage is the time when most profit is earned by the
market as a whole.
• Costs are lowered as a result of production volumes increasing and
experience curve effect.
• Sales volume peaks and market saturation is reached.
• Increase in competitors entering the market.
• Prices tend to drop due to the proliferation of competing products.
• Brand differentiation and feature diversification is emphasized to
maintain or increase market share.

44. • The market is dominated by Dettol Antiseptic Liquid, which has
close to 85% share. Johnson & Johnson’s Savlon is the other
significant player with a market share of 13%.
• Consumers now see Dettol as an ‘expert’, as something which is
effective and versatile and guarantees protection from germs. It
has been likened to a bodyguard who protects them from the
unclean and unhygienic outside world.
• The brand’s versatility continues to stem from multiple uses of the
antiseptic liquid which offers protection in so many different forms.
• In early 2008, the brand’s communication took another step
forward with its “Aapka Dettol Kya Kya Karta Hai” campaign – that
showcased how brand users across the country had formed their
own special bond with the brand – using it whenever and wherever
they felt a need for disinfection.

45. DECLINE STAGE
• CHARACTERISTICS 
• Costs become counter-optimal.
• Sales volume decline.
• Prices, profitability diminish.
• Profit becomes more a challenge of production/distribution
efficiency than increased sales.
• Investment and capital practically cease. Returns decline.
• Products tend to lose their brand power and become
commodities.

46. Pricing
Pricing is one area where dettol has
been consistent.

47. Pricing Strategy
Geographic Pricing
Premium Pricing
Discount and Allowances

48. Competition

49. Antiseptic liquid Market in India
2006 2007 2008
Market size (RsCrore) 90.1 103.3 120.2
Market Size Volume 5719 6499 7339
(KiloLitres)
Market Share
2006 2007 2008
Dettol Dettol
Dettol
Savlon Savlon
Savlon
Suthol Suthol
Suthol
2006 2007 2008
Dettol 86% 85% 84%
Savlon 13% 13% 13%
Suthol 1% 2% 3%

50. Dettol v/s savlon
Quantity Dettol Savlon
50 ml 12 13
100 ml 21 24
200 ml 33 42
500 ml 74 83
1000 ml 149 165

51. Logic Behind Dettol Pricing
Dettol is cheaper than its competitor Savlon
even though of its premium pricing strategy
because of the following reasons
• Burning Sensation
• Clinically Savlon is proved better as dettol kills
the WBC’s which fights the infection
• Economy of scale because of a larger market
share

52. Promotion

53. Promotion Strategy
Dettoladvertising starting in 1960s has
centered on educating consumers on the
need for protection from germs, while
offering solutions to manage the problem of
germs wherever and whenever they may
occur. Starting then and till now Dettol
advertising has been focusing on the role of
a mother in protecting her family.

54. Promotion tools
Aapka Dettol Dettol
Television kya karta hai surakshit
campaign parivar
Seasonal 100%
Internet discounts Attendance
and combos awards
Situational
Advantages

56. Internet Promotion

57. PACKAGING – the fifth “p”
• Packaging- also referred to as the fifth “P”
• Packaging is the science, art, and technology
of enclosing or protecting products for
distribution, storage, sale, and use. Packaging
also refers to the process of design,
evaluation, and production of packages.

58. Factors contributing to
emphasis on packaging
• Self-Service- Packaging helps the buyer to buy the product
individually without the help of any one.
• Consumer Affluence- A good consumer who is ready to pay a
good amount for a product is easily attracted by the packing
style.
• Company/Brand Image- Packaging helps build an image of the
product as well as the brand. It distinguishes the product from
the other competitive products in the market.
• Innovation Opportunity- Packaging also gives the brand an
opportunity to make its products attractive to the buyers with
new and innovative packaging.

59. • Dettol’s packaging is distinct in its very own way. The green &
white colours are associated with hospitals. All Dettol
products have a sword on the pack, which is a symbol for
fighting germs and infection. Over the years, the clouding
action and the sword have become synonymous with the
brand and have been creatively used in Dettol advertising.
• This different style of packaging helps the buyers to easily
recognize dettol products. Also, such packaging strategy builds
an image in the minds of the buyers which they link to dettol
before even buying it.

60. Packaging objectives
• Identify the brand- One of the important objective of packaging is
identification of brand. Packaging depicts a brand. Any product or brand is
easily identified through packaging. E.g. A green colour logo which has a
sword, is easily identified as a Dettol product by the buyers.
• Convey descriptive and persuasive information- Packaging also helps to
convey to the buyers the description and other important features of a
product. E.g. Dettol handwashes are available in sizes like 150ml, 250ml
pump and 200ml refill pouches.
• Facilitate product transportation and protection- Protection is the main
objective of packaging. It saves a product from being tampered and also
facilitates easy transportation.
• Assist at-home storage- It helps and directs a buyer on how to store the
product at home. E.g. Dettol handwash available in pump bottles which
helps in easy use and storage.
• Aid product consumption- It also helps a buyer on the consumption of the
product. E.g. Directions to use mentioned on all Dettol products.

61. CHANNELS OF DISTRIBUTION
DETTOL ANTISEPTIC

62. RECKITT BENCKISER
• Reckitt benckiserindia ltd (RBIL) is a fully owned
subsidiary of reckittbenckiser plc., World’s no.1
company in household cleaning.
• Reckitt benckiserindia ltd (RBIL) manufactures and
markets a wide range of products in personal care, pest
control, shoe care, antiseptics, surface care, fabric care
and other categories.
• Amongst its many well‐known brands are dettol,
mortein, harpic, cherry blossom, lizol, disprin, robin
powder, colin, etc.
• Most of these brands are either number 1 or number 2
in their respective categories in india.

63. PRODUCT
• Dettol antiseptic liquid is a product, which has
many uses for protecting against germs. Used
with mopping water to disinfect floors
completely . Used in washing laundry to
disinfect clothes. For first aid and personal
care uses. Available in a wide range of sizes
from 50ml to 5 litre.

64. DISTRIBUTION PROCESS
MANUFACTURER SKU’S DISTRIBUTOR RETAILERS CUSTOMERS

65. DISTRIBUTION PROCESS
1. MANUFACTURER :
MANUFACTURER Manufacturing plant is located at Mumbai
in Marwa road. Manufacturer produces on a average 6000 –
8000 kilolitres annually for sales. After manufacturing
company sends its products to S.K.U and C&F agents all over
India to distribute it to the distributor.
2. S.K.U OR C&F AGENTS :
S.K.U OR C&F AGENTS It act as moderator between distributor
and manufacturer. Company itself has established their
warehouse where they keep their products and then S.K.U.
distribute it to the market. It provide all local help to the
company. It observe the market and give response about the
demand of the distributor.

66. 3. DISTRIBUTOR :
DISTRIBUTOR It is the most essential link between retailer and manufacturer.
They enjoy a higher level of expertise, respond more quickly and have more
local knowledge than manufacturer. They also act as an advisor for the future
growth of companies. They save the cost of logistics. They have experienced
handling manpower. Expertise in local knowledge. DETTOL DISTRIBUTOR
Name: PK AGENCIES Profit margin is 3 -5 % Distributor work according to
ACP(area chart plan) decided by company and distributor sales personnel. It is
located in SADA SHIV PETH.
4. RETAILER :
RETAILER It is an important link as its effectiveness will only benefit the other
links above it to survive in the competitive market. It is the final link where
companies effective marketing strategy will decide the demand and will make
the public aware of its existing product as retailers are medium for product
display. They have a profit margin of 7-8% over dettol.
5. CUSTOMERS:
Finally customers can buy dettol products from these retail shops or from
local grocery and medical stores.

67. SUGGESTIONS
• Exclusive outlet: An exclusive branded show room
concept with emergency first aid centre across
tier 2 and 3 towns .Other Reckitt products can
also find place. A kind of cause related marketing.
It also can be a channel partner managed outlet.
• Tie ups : Tie up with others giving firstaid facilities
like in amusement parks, in-car first aid kits.
Visibility will increase the mind share further.
• Specialty Advertising can be the future…max
coverage and low cost

68. • Dhir Karania
• Riya Kothari
• DhritiBadani
• SagarAgarwal
• SiddhantaSinghania
• Jaineel Shah