Most Trusted Brand

DETTOL- BE 100% SURE

SUBMITTED TO:

Ms ROHITA DWIVEDI

BY:
Tarang Baheti
Urvi Joshipura
Shruti Nair
Vaibhav Shah
Ravi Vyas
Saurabh Upadhyay
 OUTLINE
• Reckitt Benckiser
• Dettol History
• About Dettol
• Growth as a brand
• Success Factors
• Achievements
• Initiatives
 Reckitt Benckiser
• In 1823 Founding of Benckiser by Johann A. Benckiser.
• It is a British consumer goods company.
• Making and marketing home, health and personal care
products.
• CEO: Bart Becht.
• Managing Director of R&B India: Mr. Chander Mohan Sethi.
• Indian products: India, it has many brands namely -
Dettol, Harpic, Mortein, Lizol,
Cherry Blossom, Vanish, Easy Off Bang,
Veet, Colin, Disprin, Strepsils, Clearasil
 Dettol-Most trusted brand
• In 1929, Albert Reckitt, began research to
develop an antiseptic disinfectant with
Bacteriologist, Dr. W.C. Reynolds.
• They developed Dettol Antiseptic Disinfectant
Liquid.
• Launched in India in 1933
• It makes for one-third of the company's Rs
1,000-crore (Rs 10 billion) turnover.
• Dettol has 85% market share in antiseptic
segment.
 DETTOL-ANTISEPTIC LIQUID
• A proven safe and effective antiseptic.
• Kills various bacteria.
• Provides protection against germs causing infection and
illness.
• Can be used safely for gentle antiseptic wound cleansing
and disinfecting.
• Available in a wide range of sizes From 50 ml to 500 ml.
• Recommended by the Indian Medical Association.
• The brand is currently running a campaign highlighting
the efficiency and the multi-uses of the product.
 GROWTH OF DETTOL AS A BRAND
• Dettol had to expand the usage beyond cuts and bruises.

• Campaign aiming to expand the usage of the brand to an all

purpose antiseptic.
Used for shaving,rinsing, and as a general disinfectant.
•Since the antiseptic lotion market was stagnant Reckitt wanted to
leverage the brand to other categories .

•Brand extentions over the years.

•Launch of the soap in 1990's.

•Major marketing strategy: Protection and care by a mother.

•Became the most trusted brand.
•Has retained this title for more than 70 years now.
MARKET SHARE of Dettol Antiseptic

A market leader in true sense.

Virtually no competitors in the antiseptic section.
 Success Factor
• First to enter the market.
• Product diversification and brand extension
• Customer loyalty and stable pricing
• Continuous innovation.
• Symbol reinforces: Protection from the unhygienic world
outside.
• Educating consumers on the need for protection and
solutions.
• Has remained fresh through packaging changes and
communication.
• Takes the message of preventing diseases through
maintaining hygiene to the grassroots.
• The brand is also endorsed by the Indian Medical Association
 Achievements
 The survey conducted jointly by Winkle and Happen.
• The results were , Dettol topped the list of most-trusted
brands, with over 50% of UK respondents agreeing it was a
brand they had confidence in.
 No.4 in Most Trusted Brand by Brand Equity &Nielsen.
• 300 brands. 8160 interviews.
Quality
Price worth
Popularity
Trust & Confidence
• Its distinct smell, color and sting, it evokes an emotional bond
in millions of hearts – it’s Dettol, it’s working!
• Respected and trusted place in minds and hearts of people.
 Initiatives

• Global Hygiene Council recommends:

"Hand Hygiene, the first line of defence against
flu and viral infections“ .
• Dettol has strongly recommended the adoption
of good hand hygiene practices, to protect from
flu and viral infections.
• Reached over a million new mothers through
their Surakshit Parivar programme,”
 Thank you

be healthy….