Collected by: Dr.

Gopal Thapa, Nepal Commerce Campus

Marketing Strategy of Dettol

Reckitt Benckiser India Ltd (RBIL) is a fully owned subsidiary of Reckitt Benckiser Plc, world’s
No.1 Company in household cleaning, is the parent company which owns Dettol brand.
The brand “Dettol” started its journey in 1933 as antiseptic liquid, but over the years, it has been
extended to a number of product categories like toilet soaps, liquid hand wash, liquid body wash,
shaving cream and plaster strips.
Dettol has been widely accepted and positioned as a 100% germ fighter with complete protection
and control for entire family as its core value.
Segmentation, targeting, positioning

Consumers see Dettol as an ‘expert’. It is perceived as a product which is effective and versatile
and guarantees protection from germs. It uses demographic segmentation and can be used by
most people of any age group.
People from all generation are the targeted customers of Dettol. Dettol follows Product
specialization strategy in order to penetrate the market and increase the usage rate.

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Collected by: Dr. Gopal Thapa, Nepal Commerce Campus

Dettol has been successful in positioning itself as an antiseptic which safeguard/protect the
people from germs. Dettol’s communication has always focused on the core brand positioning of
protection from germs.
Marketing mix of Dettol
Produc tmix
Dettol satisfies the basic need of the customers by helping them to protect their families from
germs, anywhere. Dettol products have targeted mainly the women and children group. Their
promise of providing products free from bacteria, dirt and germs is appreciated by everyone. The
trust that Dettol commands is proof enough that the customers have accepted their products with
alacrity. In order to satisfy their customers the company has provided a wide range of products.
Their main products are as following
Dettol liquid hand wash – It has been categorized as Skincare, Original and Sensitive and is
available in three sized pouches and refills of 250 ml, 200ml and 150ml.
No Touch Liquid Hand wash
Dettol Soapis available in sizes of 125 and 75 gm. It is a perfect, protective balance between
beauty and health.
Dettol Antiseptic Liquid- It is used as disinfectant for the whole family and as an antiseptic
against cuts, wounds and even laundry. It is available in sizes of 50ml to 500 ml.
Dettol Hand Sanitizer
Body Wash for both males and females
Shaving Cream in cool and fresh fragrances
Medical Plasters that are 100% germ free
The kitchen products of Dettol include “Dettol Healthy Kitchen Dish and Slab Gel” Which is
reputed to kill up to99% germs on utensils and surfaces. These safe and tested products are
available in two variants: Lemon Fresh and Lime Fresh in sizes of 750ml, 400ml, 200ml and
130ml.
Dettol 4 in 1 disinfectant floor and all-purpose cleaner
Price mix
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. Quite simply, the pricing used is value pricing
because the customer gets optimum value for the product bought. Neither is the pricing too high,
neither too competitive. 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.

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Collected by: Dr. Gopal Thapa, Nepal Commerce Campus

Products of this brand are preferred over other similar products not because it is cheaper but
because it has earned the trust of a common man by maintaining the quality of its product. It has
kept a flexible pricing policy where the demands and the usage determine its prices. In order to
attract the customers it brings out periodic offers and schemes. This helps in maintaining the
balance between producers and consumers. Most of the online shopping websites give discounts
and attractive offers on every buy.

Place mix
Dettol has been successfully targeting markets in Eastern and South Asian Countries. The
products of Dettol are available in many cities of China, Australia, Germany and U K. India has
been its faithful and constant market. 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. Be it a Metropolitan city or a small village one can usually find a Dettol product. They
are sold in variety of places like Medicine shops, Super markets and Local markets.
There are many plants in India for the manufacturing of Dettol products. One of them is located
inMarwa road in Mumbai. After the manufacturing and packaging, the products are sent all over
India to C & F agents. These agents act as the mediator between the manufacturer and the
distributor. Dettol Company also has its personal warehouses where the products are kept safely.
The S. K. U agents then distribute the products to the retailers in the markets. It is up to them to
keep a watch over the happenings of the market and inform the distributor of the necessary
demands.
Promotions mix
The main target of the company Dettol is the middle class group. They have also set their target
on the rural market as its products have already captivated most of the urban market. Special
emphasis has been laid on wooing the female section because in a middle class family woman
takes all the household decisions and hence the women are the decision makers.
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. 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. New and innovative ideas be introduced to boost up the sales.
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. 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.

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Collected by: Dr. Gopal Thapa, Nepal Commerce Campus

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.
Competitive advantage
Over the years Dettol has created strong, distinct associations- first and foremost is its trademark
smell. Who can miss the characteristic Dettol smell that has been the reassurance to many a
child’s scraped knee! Consumers recognize the smell enough to refer to a medicinally clean
room as ‘Dettol like smell’.
The second characteristic is its amber gold colour. The third is the ‘clouding’ effect that appears
when it is added to water.
The fourth and most important is the absolute trust that consumers have on the brand Dettol
because the brand has always been proven to kill germs and to make a wound septic or even to
clear a room of all germs. It has been positioned effectively and beating that position is very
difficult. This positioning is the most important competitive advantage of Dettol.
Dettol’s packaging is distinct in its very own way. All Dettol products have a sword on the pack,
which is a symbol for fighting germs and infection. Over the years, the clouding action and the
sword have become synonymous with the brand and have been creatively used in Dettol
advertising.
Dettol has a broad product portfolio under each category which helps the company in capturing
the market across the segments thereby increasing its product visibility by occupying the large
shelf space of the retail outlets.

BCG Matrix of Dettol

Liquid hand wash are stars. Dettol is the market leader in hand wash category so command
strong hold in the market. But this market has several other strong players including Lifebuoy.
Antiseptic Liquids is Cash cows although Dettol is the market leader in this product category but
the market is deeply penetrated & and crowded with other competitive brand offerings resulting
into low industry growth rate.
Product categories like bar soaps, Wipes, Kitchen Gel and shaving cream are still struggling due
to low acceptability of these offerings of Dettol in the market and hence are in question marks.
In the stagnant and small plaster market its main competitor is Johnson & Johnson’s “Band Aid”
therefore it is under Dogs.
Distribution strategy
RBIL distributes all its products through its common distribution channel, which has a wide and
deep reach in the markets and is a key strength of the company. The channel is managed by a
well structured sales force, responsible for achieving sales for the entire product portfolio of
more than 150 Stock Keeping Units (SKUs).

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Collected by: Dr. Gopal Thapa, Nepal Commerce Campus

It sells its products via all three distribution channels of the company, namely:
Modern Trade – self-service channel
Direct Distributors in large towns
Sub Stockist network for reach into smaller towns.
Brand equity
Research on brand equity revealed that while Dettol’s equity remained very strong on ‘germ
protection’, Consumers see Dettol as an ‘expert’, as something which is effective and versatile
and guarantees protection from germs. It has been likened to a bodyguard who protects them
from the unclean and unhygienic outside world. The brand’s versatility stems from multiple uses
of the antiseptic liquid which offers protection in so many different forms.
Usage of the brand gives rise to many emotions in the consumers’ minds. From making them
feel safe and secure about the well-being of their family to making the mother feel that she has
done the best for her family, the brand evokes positive imageries and emotions. Thus, it is only
fitting that the brands tagline says – Be 100% sure.

Competitive analysis
Dettol having presence in various product categories & due to RBIL’s extensive network is able
to cover the wide market across different segments. Also they are market leader in some like
Antiseptic liquid & Liquid hand wash but some of its product categories are comparatively not
doing well like in Wipes, Kitchen Gel, Shaving cream already there are large number of global &
national giants fighting to maintain their market share such as HUL, P&G, Dabur and many
other local & national players are there.

Market analysis
Hygiene market is occupied with various companies’ offerings. With rise in income & education
level people are becoming more & more health conscious which is an opportunity for these
companies to increase their customer base.

Customer analysis
Dettol serves each & every segment of the society through different set of offerings from soaps
to liquid hand wash to sanitizer. Customers of Dettol are of all age groups, and they are
segmented irrespective of gender or income. It is a truly mass marketed product because
everyone needs Antiseptic and due to its decades long presence and performance in the market,
Dettol’s customers trust the brand completely. Some have incorporated the use of Dettol in their
day to day life including bathing, cleaning and scrubbing.

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Collected by: Dr. Gopal Thapa, Nepal Commerce Campus

SWOT ANALYSIS
Strengths
One of the oldest germ killers in the market – Dettol is practically the oldest germ killer in the
market, and is being used since 1936.
Wide applications of Dettol – Dettol was used as an anti septic after surgery. Initially, after its
usage for humans, it started being used for Animals as well. In fact, people use it nowadays for
batch and after minor scratches as well.
A household name – Because of its product quality and simple use, Dettol has become a house
hold name.
Timely expansion – Dettol made a smart move when it expanded its brand name to other day-to-
day products which are also consumed in high volumes – such as soaps, liquids, hand was, body
wash and others.
Brand equity – Dettol had almost a monopoly in the anti septic liquid market before Savlon came
in, and since that day, these two brands are at loggerheads. But due to its brand equity, Dettol
was also able to gain traction in the soap and hand wash segment.
First mover advantage – As it was the first to come in the market, many loyalists still prefer
Dettol thinking of this brand to be the original quality Anti septic.
Dettol is one of the top brands from the house of Reckitt benckiser. It is known to be a
household brand and is the first brand to be remembered when anyone needs an antiseptic
location. In fact, a few years back, dettol had become a generic brand name for all anti septic
lotions as hardly anything else was used.
One of the strong points in the SWOT analysis of Dettol is its product as well as its brand equity.
As Dettol has been around for ages, people trust it blindly. In fact, till date doctors too use dettol
instead of any other antiseptic.
Weaknesses
Penetration levels – As dettol is practically the market leader, it has become complacent and is
not looking at aggressive expansion. The distribution of Dettol can become better with more
penetration into rural area. Even dettol soaps and hand washes are found mainly in metro
markets and the distribution needs to be ramped up as per the brand equity of Dettol.
Savlon should not have been allowed to enter – If Savlon can promise that their anti septic can
cure wounds without any burning sensation, then Dettol should have launched an immediate
variant which would have been Dettol NXT and which should have done the same thing. it
would have been a me-too product, but at least Savlon should not have been allowed to settle.

Opportunities

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Collected by: Dr. Gopal Thapa, Nepal Commerce Campus

Dettol shampoo – Shampoo is one of the variants missing in the Dettol product line and it is one
product which should be in the portfolio. As of june 2016, it is in United araberimates, but not
expanded to other regions.
Faster expansion – Dettol needs to expand faster and in more territories and take charge of the
situation. It can become a generic brand if it expands its product to non burning anti septic and if
it can cover the market completely. This will ensure that penetration by other products is
difficult.
Dettol baby products – Although this is too much to hope for, but dettol baby products will
create a completely new market for dettol and give the company a new market to play in. The
market is competitive, but with good products, dettol can give the assurance to parents of new-
born babies, that their product is good for the baby’s health.
Threats

Savlon – None of the other competitors are coming close in the antiseptic market to Dettol
except Savlon. Savlon has made the exceptional move of differentiation, which has become
difficult to avoid for Dettol.
Other markets filled with competition – Where dettol is the market leader in antiseptic, it derives
the brand equity of antiseptic in other competitive sectors such as soap and hand wash. These
products do not have a brand equity of their own, which should be built by dettol. Because if any
time its antiseptic market is threatened, it will lose these other markets as well.

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