University of Mumbai

GARWARE INSTITUTE OF CAREER EDUCATION AND DEVELOPMENT

POST GRADUATE DIPLOMA IN MANAGEMENT

Topic Principles of Management- Dettol

SR. NAME OF THE ROLL NO CONTACT

NO. STUDENTS

1 HANUMANT 07 hanumant_chougule@yahoo
CHOUGULE .co.in
2 PRANAY DUBE 11 prn.dube@gmail.com

3 RUPESH KAMBLE 18 rupesh007001@gmail.com

4 LALBIHARI PAL 34 lalitpal99@gmail.com

5 DEEPAK PRAJAPATI 50 deepakprajapati09@gmail.c

om

6 RAVI TRIPATHI 64 ravitripathi4@gmail.com

www.ravitripathi.co.cc

PGDM- Principles of Management- Dettol Page 1

 Introduction:
Born: 1930, in the UK
History: Owned by Reckitt Benckiser India Ltd

Status: A legacy brand, it was launched in India in 1932. Dettol

has become the generic name for the liquid antiseptic products
category and enjoys 85% market share in the segment. The brand
today is present in various segments such as soaps, hand wash,
shaving creams and plasters.

Brand story: Despite its first mover advantage, it did not

become a household name from the word go. To break into the
consumer space, the company launched an aggressive
advertising campaign in 1960.

By 1970, 4.7 million Dettol bottles were sold and, over the next
one decade, the brand had penetrated into 40% of urban
households in India, says Chander Mohan Sethi, chairman and
managing director, Reckitt Benckiser India.

Vision:
Reckitt Benckiser is about passionately delivering better solutions
in household cleaning and health & personal care to customers

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and consumers, wherever they may be, for the ultimate purpose
of creating shareholder value.

This vision defines both our purpose and our values as a Company
and encompasses our commitment to product quality and safety,
customer service, innovation, global reach and corporate social
responsibility.

Values:
Our core values are a set of guiding principles through which we
think, behave and conduct our business in order to deliver on our
vision.

Achievement:
Aim high and then deliver

Teamwork:
Individuals play the game, but teams win the championship

Entrepreneurship:
The dreamer explores the idea; the entrepreneur goes ahead and
makes it happen.

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 Commitment:
A passionate personal determination to deliver

Corporate Social Responsibility And

Sustainability:
Reckitt Benckiser views corporate social responsibility (CSR) and
sustainability as one and the same, and is committed to moving
its business towards greater sustainability across the economic,
social and environmental dimensions of its activities. We believe
that a more sustainable business will not only better fulfil our
responsibilities to society but also contribute to delivering our
vision of better consumer solutions and greater long-term
shareholder value. Reckitt Benckiser has in place a Corporate
Responsibility Framework comprising of our Code of

Business Conduct and specific policies, control arrangements and

reporting. This framework governs how we act in conducting the
Companys business.

Strategies And Objectives:

Reckitt Benckiser's objective is to generate above industry
average profitable growth by:

Focusing on building the power brands in high growth

categories

Geographic expansion of the portfolio

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 Continuous innovation

Higher investment in brand building

Margin expansion and cash conversion to fund reinvestment

in core brands and to grow returns to shareholders

Selective add-on acquisitions

Dettol Port Folio:

Antiseptic Liquid

Dettol Original Soap

Dettol Skincare Soap

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 Dettol Cool Soap

Dettol Fresh Soap

Skincare Handwash

Sensitive Handwash

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 Fresh Handwash

Dettol Original Bodywash

Dettol Skincare Bodywash

Dettol Cool Bodywash

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 Dettol Shaving Cream with Fresh Fragrance

Dettol Washproof Medicated Plaster

Dettol MPC:
A new product Dettol Multipurpose cleaner recently launched and
added in the Dettol family. Available in two variants floral and
citrus

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 Marketing Strategy:
SITUATIONAL ANALYSIS

Soap is a major consumerable item and there is a huge demand

and potential in this market particularly the anti bacterial
segment. The anti bacterial market segment has grown year on
year by more than 7 % percent due to increased consumer
awareness and education on the benefits of anti-bacterial soaps.
As a result, the pie is growing bigger every year.

Some uncontrollable situational factors that are faced by the

Reckitt Benckiser Pakistan and Dettol soap are as follows,

Demand:

Competition:

Legal/political:

Social and Cultural factors:

Other factors:

Target Market:
The target market for Dettol soap is all households (primarily
mothers) who can afford buying soap and who want to fulfill an
everyday need (primarily bathing) that provides them and their
family with a 100% anti-bacterial solution complete protection
from all germs/ bacteria and cleanliness from dirt / grime.

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 Market Demographics (Geographic,
Demographics, Behavioral Factors)
The target markets analysis of Dettol soap is:-

Geographic location:

Include almost all Urban; suburban; small town; and some rural
areas of Pakistan

Demographics:

Gender Male; female mainly mothers

Age 18years to 45 years

Socioeconomic status:

Mainly targeting middle class and upper middle class in urban and
sub-urban areas primarily cities and surrounding areas. Rural
market penetration is limited and is primarily driven through
indirect channels (e.g. Wholesale)

Psychographics:

Young housewives and mothers who care about the health and
well being of her family

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 Market Needs (Quality Craftsmanship,
Innovative Designs, Customer Service)
RB is conscious of the changing consumer needs and trends and
is constantly conducting market research to assess opportunities
and threats. Quality of the product is the number 1 priority as well
as research on new variants. The next planned variant is Dettol
Herbal soap. In addition, a new customer hotline has also been
added to get instant feedback on product use, problems and
activities.

Market Trends

The soap market has been most affected by the recent sky
rocketing price of palm oil which is the primary ingredient of soap
noodles. This has caused the average price of soap noodles to
increase by 20% - 25 % forcing producers (also RB) to increase
prices of their soap products by almost as much so as not to put
excessive pressure on their margins. This will undoubtedly result
in decrease in soap sales volumes (higher prices means less
consumer off take) as well as disruption in the market due to
several quoted prices of the same product available resulting in
dissonance in the wholesale and retail markets as well as
confusion in consumer buying decisions at the point of sale.

Market Growth

The overall soap market is growing by 10 % while the

antibacterial segment is growing by 7%. Hence, there is a lot of
potential in the market for growth and additional brand
penetration and brand building.

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Swot Analysis:
The Strengths:

The brands Germ-kill heritage (brown liquid) is seen as

strong and adds on trustworthiness (RTB)

Excellent for treating skin irritations, cuts/bruises and

seasonal applications

Brand comes from a reputable (old) company

Loyal following of Original

The Weaknesses:

Not perceived as an everyday soap due to:

Smell - strongly associated with hospitals

Is harsh on skin makes skin dry

Does not make satisfying lather

Shape not user-friendly

No awareness of variants

No perceived as a dynamic, innovative and contemporary

brand

Low Top-of-Mind recall: Communication not engaging

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 The Opportunity

Leverage the powerful brand equity associated with the Dettol

Brand to make Dettol Soap an everyday use proposition.

The Threats:
Other main players in the antibacterial soap category (Safeguard
and Lifebuoy) have positioned their brands for everyday use
against bacteria Dettol soap positioning lacks that desired
everyday benefit and experience!

Competition Analysis

As usual like all other markets, Dettol faces a tough

competition with other brands like Lifebuoy, Safeguard & Savlon.
Be it Brand name, utility, Loyalty or Sales.

Product Offering
The product is offered in 5 variants (2 skus 115 Gms and 70
Gms):

Original: Contains essence of the Dettol antiseptic solution

Skincare: Contains moisturizer for Skin care.

Active: Contains Active cleaning agent for Active cleaning.

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 Fresh: Contains Fresh scent for a Fresh feeling.

Sensitive: Contains Skin-friendly ingredients for Sensitive

skin.

Positioning Strategy
Positioning Against Competitor:

Dettol is positioned as a premium brand which the mother

chooses for 100% protection against all germs and bacteria for
her family. The mother of the family is the focal point for Dettol
Soap positioning compared to Safeguard and Lifebuoy which
focuses on children.

Positioning In Relation To Product Attribute:

The primary positioning vis a vis product attribute is that Dettol

Soap has the essence of Dettol Solution, the no. 1 antiseptic
brand in the world trusted by families everywhere for over a
century which its competitors do not posses. Hence, it is
considered a premium brand in the anti-bacterial segment.

Positioning by price and quality:

As Dettol is a premium brand, it is priced at a premium to its

competitors (Safeguard and Lifebuoy). Being premium means
there will be no compromise in quality as the link between price
and quality exists and customer is always willing to pay more for
perceived quality which in the case of Dettol soap, he/she does

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 Marketing Mix Strategy
Pricing Strategy

Price v/s non price competition:

Dettol soap is priced at retail price of Rs. 38.00 (115 gms) and Rs.
26.00 (70 gms) which is at a premium of Rs 3 and Rs. 2 to its
competition (Safeguard and Lifebuoy).

Discounts and allowances:

RB give a special trade offer on Dettol Soap of 2% during the

summer season so as to push to product into retail and an
additional discount of 4 % to wholesalers to maximize loading in
the channel and improved distribution when demand (consumer
pull) is maximum.

In addition, for the months of June to August RB runs a special

consumer promotion pack of three Dettol Soaps (in one package)
with a Rs. 19 price off on a purchase of three soap bars.

Geographic pricing strategy:

In pricing the seller must consider the cost of shipping. There are
different geographic strategies. But RB utilizes the uniform
delivering pricing (the same delivering price quoted to all buyers
regardless of their location) for Dettol Soap.

Distribution Strategy
Channel Of Distribution For Consumer Product

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There are 2 primary channels of distribution for Dettol soap:

Distributors and sub distributors

The company sells the products to its appointed distributors and

sub distributors (+300 all over Pakistan) that are responsible for
the distribution of pre-defined geographical areas who distribute it
further to wholesalers and/or retailers. The retail distribution is
further classified into TOP STORES (TSPs) which include all the
high profile outlets like al-fatah, HKB, Akbari stores etc and whole
sale comprises of categories of diamond, gold and silver divided
on the based on their average purchase per month and from here
the product reaches the point of sale for the customer.

Direct Delivery (Key Accounts)

The company provides direct delivery to select large customers

like institutional buyers of key accounts which sell directly to the
consumer (in case of USC and CSD) or to small retailers / end-
consumer (in case of MAKRO / METRO).

--*--The End--*--

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