CONSUMER

BEHAVIOUR
CASE STUDY
RISHI LAHOTI
0211BBA145
 INTRODUCTION
 In 1933, a brand emerged in India that would
become synonymous with germ protection and
household hygiene – Dettol. Celebrating its
75th year in 2008, Dettol had evolved from its
roots as an antiseptic liquid for cuts and wounds
to a comprehensive range of products, including
soap, handwash, body wash, shaving cream,
and plaster strips. As a pivotal subsidiary of
Reckitt Benckiser India Ltd, the brand faced the
challenge of not only maintaining its stronghold
in the antiseptic liquid market but also
expanding its presence in diverse product
categories. This introduction provides a glimpse
into Dettol's rich history, its strategic growth
initiatives, and the competitive landscape it
navigated in its quest to double its market share
over the next three years.
 SUMMARY
 Dettol, a brand synonymous with germ protection,
celebrated its 75th year in 2008 with plans to double
its overall market share in the next three years. A
subsidiary of Reckitt Benckiser India Ltd, Dettol
extended its product range from antiseptic liquid to
include soap, handwash, body wash, shaving cream,
and plaster strips. While it maintained a dominant
market share in antiseptic liquid, the brand aimed for
accelerated growth in various categories.
 The antiseptic liquid market was led by Dettol with an
85% share, competing against Savlon and Suthol.
Dettol's communication strategy evolved from
medical detailing to emphasizing secondary uses like
bathing and floor disinfection. In the soap market,
Dettol faced challenges positioning itself against
beauty-focused brands. Despite initial struggles,
Dettol Soap gained traction after introducing variants
like Skincare and Cool. The soap market, worth Rs.
6550 Crores, featured competitors such as Lifebuoy,
Lux, Santoor, and Savlon.
 SUMMARY
 Dettol's communication for its soap shifted
from mild skincare to emphasizing germ
protection for daily occasions. A fine balance
was maintained between cosmetic and
therapeutic positioning. The "100% bath"
campaign successfully resonated with
consumers, driving consistent sales growth.
Despite seasonal variations, Dettol aimed to
establish everyday relevance through
educational campaigns linking germs to
specific health consequences.
 In summary, Dettol's journey involved
diversification into multiple product categories,
addressing challenges in the antiseptic liquid
and soap markets, and implementing effective
communication strategies to reinforce its brand
image as a protector against germs in various
daily situations.
 SWOT ANALYSIS
Strengths:
 Brand Legacy and Recognition: Dettol boasts a
rich history dating back to 1933, establishing a
strong brand identity associated with trust and
germ protection.
 Diversified Product Portfolio: With extensions
into soap, handwash, body wash, shaving cream,
and more, Dettol has diversified its product
offerings to cater to various consumer needs.
 Market Dominance in Antiseptic Liquid: Dettol
commands an impressive 85% share in the
antiseptic liquid market, solidifying its leadership
position.
 Established Distribution Channel: Reckitt
Benckiser's well-structured sales force and
distribution network ensure a wide and deep
market reach, contributing to Dettol's accessibility.
 SWOT ANALYSIS
Weaknesses:
 Seasonal Usage Patterns: Dettol faces
challenges with consumers perceiving the
need for germ protection mainly during
specific seasons, leading to seasonal
variations in product usage.
 Limited Penetration in Soap Market: In the
soap market, Dettol faces stiff competition
and struggles with a premium pricing
strategy, limiting its penetration in the lower-
end segment.
 Dependency on Antiseptic Liquid: While the
antiseptic liquid category is a stronghold,
dependence on it for a significant portion of
revenue poses risks if market dynamics shift.
 SWOT ANALYSIS
Opportunities:
 Growing Personal Care Market: The
expanding personal care market in India
presents an opportunity for Dettol to further
capitalize on its brand trust and diversify its
product range.
 Educational Campaigns: Continued
educational campaigns highlighting everyday
germ protection needs can help establish
Dettol as a daily essential, reducing reliance
on seasonal trends.
 Innovation in Product Variants: Introducing
innovative product variants and addressing
consumer preferences for fragrance,
moisturization, and other sensorial aspects
can enhance market appeal.
 SWOT ANALYSIS
Threats:
 Intense Market Competition: The personal care
market is fiercely competitive with constant
product launches and repositioning efforts by
competitors, posing a threat to Dettol's market
share.
 Economic Fluctuations: Economic
uncertainties and fluctuations can impact
consumer spending behavior, potentially
affecting sales of premium-priced products
like Dettol.
 Regulatory Challenges: Being under pricing
control by a government-authorized body for
antiseptic liquid, regulatory changes or
interventions can impact pricing and
profitability.
 CONCLUSION
 In conclusion, Dettol's journey, spanning over 75
years, reflects a brand that has evolved and
diversified to become a household name
synonymous with germ protection. From its initial
role as an antiseptic liquid, Dettol strategically
expanded its product portfolio, facing challenges
and seizing opportunities in various markets. The
brand's dominance in the antiseptic liquid market,
coupled with its efforts to establish relevance in
the soap market, showcases a commitment to
meeting diverse consumer needs. As Dettol charts
its course forward, navigating through seasonal
usage patterns and market competition, its legacy
of trust and commitment to everyday germ
protection positions it well for continued growth
and impact in the dynamic landscape of personal
care and hygiene.