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    Presentation On Dettol: By-Anita Sharma

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    Anita Sharma
    This presentation discusses Dettol, an antiseptic brand launched in 1932. It summarizes Dettol's product mix including hand wash, soap, shaving cream, and body wash. Dettol has the largest market share in antiseptic soap and liquid soap segments. The document also outlines Dettol's competitive pricing strategies, promotional campaigns targeting new mothers and schools, and advertising through print and television. It identifies Dettol's target demographic as literate urban consumers and discusses its positioning with the tagline "Always Stay Protected". Main competitors are mentioned but not named.

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    Presentation On Dettol: By-Anita Sharma

    Uploaded by

    Anita Sharma
    650 views14 pages
    This presentation discusses Dettol, an antiseptic brand launched in 1932. It summarizes Dettol's product mix including hand wash, soap, shaving cream, and body wash. Dettol has the largest market share in antiseptic soap and liquid soap segments. The document also outlines Dettol's competitive pricing strategies, promotional campaigns targeting new mothers and schools, and advertising through print and television. It identifies Dettol's target demographic as literate urban consumers and discusses its positioning with the tagline "Always Stay Protected". Main competitors are mentioned but not named.

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    This presentation discusses Dettol, an antiseptic brand launched in 1932. It summarizes Dettol's product mix including hand wash, soap, shaving cream, and body wash. Dettol has the largest market share in antiseptic soap and liquid soap segments. The document also outlines Dettol's competitive pricing strategies, promotional campaigns targeting new mothers and schools, and advertising through print and television. It identifies Dettol's target demographic as literate urban consumers and discusses its positioning with the tagline "Always Stay Protected". Main competitors are mentioned but not named.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    650 views14 pages

    Presentation On Dettol: By-Anita Sharma

    Uploaded by

    Anita Sharma
    This presentation discusses Dettol, an antiseptic brand launched in 1932. It summarizes Dettol's product mix including hand wash, soap, shaving cream, and body wash. Dettol has the largest market share in antiseptic soap and liquid soap segments. The document also outlines Dettol's competitive pricing strategies, promotional campaigns targeting new mothers and schools, and advertising through print and television. It identifies Dettol's target demographic as literate urban consumers and discusses its positioning with the tagline "Always Stay Protected". Main competitors are mentioned but not named.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    Presentation on Dettol

    By- Anita Sharma

    INTRODUCTION
    Decision to launch, 1932, by the name of PCMX Was launched in 1933 in US as Dettol, the germicide Launched in India in 1936 Turnover: 1991- 30 Cr, 2007- 400 Cr

    Vertical and Horizontal Extension

    PRODUCT MIX

    HANDWASH

    PLASTER

    SOAP

    SHAVING CREAM

    BODY WASH

    LIQUID ANTISEPTIC

    Dettol Hand Wash Original


    200ml 250ml 1000ml

    Dettol plaster

    Dettol Soap Original


    70gm 120gm

    Dettol shaving cream Original

    Dettol Body Wash

    Dettol antiseptic liquid Dettol antiseptic liquid


    50ml 200ml 500ml

    Original

    100gm

    125ml

    Skincare
    200ml 250ml 1000ml

    Skincare

    Skincare

    70gm 120gm

    125ml

    Sensitive
    200ml 250ml 1000ml

    Cool

    70gm 120gm

    Market Share
    Dettol - Market Share
    100%
    % Market share

    80% 60% 40% 20% 0% Antiseptic Soap Liquid soap Product Segments

    COMPETITIVE PRICING STRATEGY


    Soap Dettol Savlon Medimix Quantity Price Quantity Price Quantity 75g 16 75g 12 75g 125g 24.5 125g 17 125g Liquid Soap Dettol Fem Quantity Price Quantity 250ml 55 250ml Shaving Cream Dettol Old Spice Palmolive Quantity Price Quantity Price Quantity 30g 24.5 30g 19.5 30g 70g 37.5 70g 36 70g

    Price 16 26

    Price 55

    Price 22 37

    PROMOTIONAL STRATEGIES OF DETTOL


    Dettol Surakshit Parivar initiative on, Reckitt Benckiser will target new mothers, schools and hospitals in six metros - Delhi, Mumbai, Kolkata, Chennai, Bangalore and Hyderabad. The programme will mean getting in touch with 1.2 million new mothers, 300,000 students and 250 hospitals across the country

    Reckitt Benckiser aims to target those who are most vulnerable to infections. Thus, new mothers will be presented with a vaccination chart with tips on how to keep the new-born and its surroundings germ-free, along with a free bottle of Dettol antiseptic.

    Contd.
    School students will be educated in the importance of washing their hands before eating.
    The hospital programme will mean reaching out to hospitals and nursing homes where programmes will be conducted with nurses and staff to keep the environment germ-free. Health messages on first-aid and immunisation will also be displayed.

    Way of Advertising
    Print Media -Newspaper -Hoardings

    Electronic Media -TV Commercial

    THE SEGMENT Demographic Literate People Consumption depend upon family

    Geographic Urban- High Consumption Rural- Low Consumption

    The Targeting

    They targeted first aid use in households in urban areas They are targeting literate people

    Many hospitals and clinics use it for secondary purpose in semi-urban areas and small towns. Mothers use it for washing households clothes.

    The Positioning

    Tag line- Always Stay Protected

    Dettol covers whole segments in terms of age, gender, and geographical area

    Packaging green and white associated with Hospitals and clinics


    Has 83% share in market

    Competitors

    In liquids In soaps In hand wash liquid

    Have a healthy time and thank you

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