Dettol is a trusted brand of antiseptics and personal care products that provides protection from germs. The document discusses Dettol's product portfolio including liquids, soaps, sanitizers, and wipes. It analyzes Dettol's market performance, noting its large market share. Strategies discussed include segmentation based on benefits, lifestyle, and personality. The document positions Dettol as the brand consumers can be 100% sure provides protection for their family's health.

1. Presented By:
Philomen Prem
Mayur Gupta
Rahul Pawar
Jayesh Raut
Pawan Sharma
Sanjeev Kumar
Khandu Chaudhari
Swapnil Rathore
Under The Guidance of :Mr.Nimish Deshpande1Sir

2. Introduction
These include bar soaps,
The world's leading The brand has stayed
hand sanitizers, liquid
brand of antiseptics and contemporary through
hand washes, shower
a trusted champion of the launch of new
gels and antibacterial
family health. products
wipes
Dettol Antiseptic Liquid
Usage of the brand
is a versatile
DETTOL gives rise to tagline says ‐ Be 100%
product, which has many
many emotions in the Sure
uses for protecting your
consumers’ minds.
family from germs
For first aid and personal
Available in a wide range
care uses, Dettol Brand evokes positive
of sizes from 50 ml to
Antiseptic Liquid must imageries and emotions.
500 ml.
always be used
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3. Product level:
Expected Core
Product: Benefit:
Basic Potential
Product: Product:
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4. Market Potential:
a) Market Size:
2005 2006 2007
Market Size Value 90.1 103.3 120.2
(Rs Crore)
Market Size 5719 6499 7339
Volume (Kilo Litre)
B) MARKET SHARES:
Market Share 2005 2006 2007
(Value)
Dettol 86% 85% 84%
Savlon 13% 13% 13%
Suthol 0% 1% 2%
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5. PRODUCT STRATEGY:
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6. Promotion Strategy:
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7. Segmentation:
Benefit User Status
Self- Family Life
concept Cycle
Personality Lifestyle
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8. Targeting:
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9. Positioning:
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10. Dettol:
Be 100% Sure
Dettol is the trade name for a line of hygiene products manufactured
by Reckitt Benckiser.
Dettol Products:
• Antiseptic Liquid
• Original Soap
• Skincare Soap
• Re-Energize Soap
• Original Handwash
• Skincare Handwash
• Sensitive Handwash
• Fresh Handwash
• No Touch Handwash
• Hand Sanitizer
• Skincare Bodywash
• Soothing Bodywash
• Shaving Cream with Fresh Fragrance
• Washproof Medicated Plaster
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