Presented By:- Abdul Rehman (FA17-BBA-105)

Saim-Ur-Rehman (FA17-BBA-045)
Muhammad Rehman (FA17-BBA-145)
Mariyam Sarwar (FA17-BBA-005)
Serat Sattar (FA17-BBA-127)

Presented To:- Sir Bilal Javed

 Introduction

 Dettol is a trusted brand and operates under the company
Reckitt Benckiser.

 Dettol was first used in UK Maternity Hospital in 1930’s.

 This company started its operations in India in 1933.

 The headquarters of the South-Eastern Region is located in

India.

 The brand has a turnover of about INR 2000 crore.

 Introduction

 It is the leader in antiseptic liquid category in India with
80-85% market share.

 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.
 DID YOU EVER
NOTICED?

 There is no Dettol in Dettol.
 The antiseptic is made of chloroxylenol but in dettol,
chloroylenol is just an active ingredient, if you see in
ingredient list in any product you will never find
“Chloroxylenol”.
 That is the main thing which make Dettol differ from its
competitors.
 Dettol has its unique formula which is not harmful for
people that’s why it make trust on people and gain interest
of the audience in market.

 Competitors

 Lifebuoy
 Safeguard
 Savlon
 Hindustan Unilever
 Henkel-Jyothy (Pril and Exo)
 Marketing Mix (4p’s)

Product
 Dettol is s global brand name.
Dettol’s product portfolio has the following global product
categories:
i. Dettol Antiseptic Liquid
ii. Dettol Hand Wash
iii. Dettol Soap
iv. Dettol Surface Cleaning
 Product

 Antiseptic liquid is the original product under Dettol brand
and is one of the most recommended first aid toolkit
essential.

 It is used in wounds for preventing infection by removing

germs from the skin.

 It also comes in spray variant. Hand wash comes in the

form of liquid with a hands-free dispenser and used in
bathrooms and kitchen.
 Product

 Surface cleaners are multi-purpose cleaners normally used
on hard washable surfaces.

 Apart from the broad product categories in its marketing

mix, Dettol has product line specific to individual
country’s hygiene needs.

 It follows dual adaption strategy where it offers adapted

product according to the need of that country as well as
define customise category for adapting category.
 Price

 Dettol has been able to maintain a firm grip on the market
by evaluating the price of its products periodically.
 The company has also shrewdly kept a watch on all its
competitors to maintain the base price level at either par or
a little less.
 The cost price of some of the products of its competitors is
less than the price of Dettol but still the main market
belongs to Dettol.
 Price

 Product of this brand is cheaper but because it has earned
the trust of a common man by maintaining the quality of
its product.
 In order to attract the customers it brings out periodic
offers and schemes. This helps in maintaining the balance
between producers and consumers.
 Place

 Dettol has an excellent distribution all across the globe.

 Dettol brand line of products is sold in 120+ countries.

 In almost every part of the country, one can buy a Dettol

product. Dettol has captured nearly 60% of the Indian
market and its strength is continuously growing.

 The company has divided these countries into two groups

based on consumer behavior and places different
marketing strategy in each of the region.
 Place

 ENA region which include :
 Europe
 North America
 Australia
 New Zealand.
 The other group of countries is called DvM which has
 Asian
 African
 South American countries.
 Place

 Distribution channel adopted is normally traditional where
Dettol sells the products through C & F agents who are the
mediator between the distributors and manufacturer who
in turn sell it to wholesaler and retailers.
 Dettol also uses direct channel where it provides direct
deliveries to the customers who place bulk orders like
hospitals.
 Dettol has a rural development sales force (RDF) which
covers rural areas.
 Promotion

 Advertising for the Dettol products started from the year
1960 and has successfully being carried out until date.
 Dettol has been using a marketing
communication strategy, which involves ATL and BTL
strategies.
 ATL strategies like print media, social media, newspapers,
radio all are used.
 Attractive packaging has also increased its popularity.
 Promotion

 All the products have a sword on their green cover to
indicate its fighting spirit.
 This packaging has become synonymous with Dettol.
 Many schemes are launched to increase the awareness of
the products and to provide detailed information about
each item.
 During the rainy seasons from June to August, the
company gives a 2% discount to the retailers and 4%
discount to the wholesalers in order to push up the sales.
 Promotion

 A special offer of one soap free on purchase of three soaps
is also open during these months.
 The company’s innovative schemes have helped in the
continuous loyalty of the customers.
 In order to endorse their products Dettol has been using
famous and well-known personalities. They have hired
Saad Imran for the Dettol soap add and famous TV
personality Sakshi Talwar for their advertising campaigns.
