BRAND DOSSIER ON DETTOL SOAP Presented By:  Masarrat Yasmeen  Sagar Kumar  Vineet Sagar  Zeeshan Ali Mirza

Agenda  Overview of Dettol Soap  SWOT Analysis  Prime Market Expansion  Distribution Strategy  Hypothesis  Sampling Plan And Sample Size  Results of Survey  Net Take Away

Overview of Dettol Soap  History  Positioning & Repositioning  Advertisement  Sales Promotion  Segmentation

History & Evolution  Dettol is the iconic brand of Reckitt Benckiser  The brand Dettol was launched in India in 1933  The first 50 years, Dettol was present only as an antiseptic liquid  Dettol soap launched in early 80s  In 2008 the brand celebrated its platinum jubilee

Positioning and Repositioning  Dettol Soap was initially launched as a mild and gentle skincare soap.  Two years later it was repositioned as soap capable of fighting all variety of germs.  It was positioned as soap that gives “100% Bath”  In the year 2000 Dettol moved on the tagline “Be 100% sure”

Advertisement  Target Market -The target market for dettol soaps is mainly mothers and housewives  PROMOTION Tools- The various promotion tools it has used are –  Television Advertisements  Print Advertisements  Internet Advertisements

Sales Promotions BUNDLING OFFERFREEBIES

Segmentation PSYCHOGRAPHIC SEGMENTATION BEHAVIOURAL SEGMENTATION  LIFESTYLE  PERSONALITY  BENEFITSUSER  STATUSLOYALTY  STATUSBUYER’S  READINESSPURCHASE  OCCASIONS

SWOT Analysis  STRENGTHS  Strong Management  Strong Supply Chain  Strong Brand Name  Customer Loyalty  Varieties Of Products  WEAKNESS  Limited Penetration  Competiton

SWOT Analysis  OPPORTUNITIES  Financial Leverage  New Markets  Penetration  THREATS  Substitute Products  Intense Competition

Prime Market Expansion  Soap Market Classification - beauty, health, fairness, freshness, herbal etc.  Dettol skincare soap was thus launched in january 2004  The third variant – Dettol cool in february 2006  The lates variant- Dettol Re-energizer was launched in 2012

Distribution Strategy Manufacturing ConsumerRetailers Stock Keeping Unit Distributors

Hypothesis  Demand for antiseptic soap is increasing.  Is Dettol value for money?  Has the variants established awareness amongst the customers?

Sampling Plan & Techniques  Sampling Plan  Target Audience:  People in the urban areas.  Promoting association with home maker  Age group is between years of age.  Sampling Techniques  Convenience Sampling  Sample Size  Male-40  Female-40

Survey Report

 Q1. Rank the following qualities of soaps as per your preference.

Survey Report  Q2. With which brand of soap would you associate the following attributes?

Survey Report  Q3. In which season do you think germ protection is more important?

Survey Report  Q4. How much would you / like to pay for a pack of 75 gram soap bar?

Survey Report  Q5. Which antiseptic soap is value for money?

Survey Report  Q6. If the price of Dettol increases by 25%.Would you continue to use the Dettol soap?

Survey Report  Q7. Which variants of Dettol Soap are you aware of and have used in last six months?

Survey Report  Q8. With which profile would you associate Dettol soap?

Survey Report  Q10. With which brand of soap will you associate the following tag lines.

Net Take Away  Dettol is the Leader in antiseptic soap market.  No much change in demand for antiseptic soap.  Dettol is Value for money.  Dettol is able to succeed partially to establish the awareness of its variants amongst the consumers.  Dettol is trying to change the mind set of consumers from associating dettol to just an antiseptic soap to attributes beyond that.  Dettol is trying to be part of individual life style and is working very hard to enhance and create its image among existing and future consumers respectively.

Thank You