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    Dettol Prodct Launch

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    Abhishek Sharma
    1) Dettol is launching a new detergent product to enter the market of low-priced, antibacterial and germ-free detergents, maintaining Dettol's reputation for disinfectant properties. 2) Research found the target group is ages 20-40 with medium to high incomes. Porter's Five Forces analysis found competition is high from existing brands. 3) Dettol detergent will be positioned as a superior quality product at an economic price, filling a gap between premium and mass market detergents.

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    Dettol Prodct Launch

    Uploaded by

    Abhishek Sharma
    14 views14 pages
    1) Dettol is launching a new detergent product to enter the market of low-priced, antibacterial and germ-free detergents, maintaining Dettol's reputation for disinfectant properties. 2) Research found the target group is ages 20-40 with medium to high incomes. Porter's Five Forces analysis found competition is high from existing brands. 3) Dettol detergent will be positioned as a superior quality product at an economic price, filling a gap between premium and mass market detergents.

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    Anuj bhatia

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    1) Dettol is launching a new detergent product to enter the market of low-priced, antibacterial and germ-free detergents, maintaining Dettol's reputation for disinfectant properties. 2) Research found the target group is ages 20-40 with medium to high incomes. Porter's Five Forces analysis found competition is high from existing brands. 3) Dettol detergent will be positioned as a superior quality product at an economic price, filling a gap between premium and mass market detergents.

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    © All Rights Reserved
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    14 views14 pages

    Dettol Prodct Launch

    Uploaded by

    Abhishek Sharma
    1) Dettol is launching a new detergent product to enter the market of low-priced, antibacterial and germ-free detergents, maintaining Dettol's reputation for disinfectant properties. 2) Research found the target group is ages 20-40 with medium to high incomes. Porter's Five Forces analysis found competition is high from existing brands. 3) Dettol detergent will be positioned as a superior quality product at an economic price, filling a gap between premium and mass market detergents.

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    of 14

    PRODUCT

    LAUNCH
    DETERGENT

    (Putting a life inside every cloth)

    PRODUCT LAUNCH
    BY GROUP I ( IMG 10 )

    COMPANY INTRODUCTION
    Dettol- Oldest, most trusted brand; known for disinfectant properties
    Approved by Indian Medical Association
    Good product diversification with different categories and remedies

    SITUATION, COMPLICATION AND


    DESIRED STATE
    Dettol, a subsidiary brand of company Reckitt Benckiser has
    been doing exceptionally well in its established market. Dettol
    is the leading brand in its industry with a market share of 85%
    Now, the new market of Detergent is to be explored
    maintaining its USP of anti septic and germ free
    characteristics clear and defined.
    To bring to the market a low price, anti bacterial, germ free
    detergent.

    MARKET SIZE AND TRENDS


    New launches skewed
    towards high price
    Increased demand for
    detergents used in
    machines
    Hand-washing detergents
    continue to dominate,
    but overall decrease

    PORTERS FIVE FORCES


    High

    Very High

    High

    Very
    low

    Medium

    SURVEY FINDINGS

    TARGET GROUP
    Age Group- 20 to 40

    Medium and high income group

    MARKETING BUDGET ALLOCATION

    BRAND POSITIONING

    DETTOL DETERGENT IN CONTEXT OF KOTLERS 5 LEVELS OF PRODUCT.

    Core Benefit: Washing,


    Cleaning
    Basic Product: Sealable
    packing, Scoop
    Expected Product:
    Effortless cleaning, stain
    removing
    Augmented Product: Antibacterial, anti-sceptic
    prop.
    Potential Product:
    Satisfaction in terms of

    PERCEPTION MAP

    Surf excel & Aerial is


    perceived as a high
    quality premium
    products.
    Nirma, wheel and ghari
    are perceived as
    product of masses.
    Tide alone ruling the
    sub-premium market of
    good quality and
    average price.
    Dettol detergent
    presented as superior
    quality at economic
    price which makes it a
    better choice in both

    INTEGRATED MARKETING
    COMMUNICATION

    Advertisement by Dettol: Mother plays predominant role


    towards care and protection of the family
    Current Strategy for launch: Mix of traditional and nontraditional
    Traditional

    Non-traditional

    TV Ads

    Promotions near Laundromats

    Print media

    Promotion in societies/Residential
    areas

    Radio

    Demos to people/Dettol
    challenge

    Promotion: Giving free sachets with Packs of existing


    Dettol products

    ANSWERING THE CRITICS


    Why use this product?
    Anti Bacterial
    Hygienic
    Germs free clothes
    Fresh smelling

    THANK YOU

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