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DETTOL
Avinash Baxla (14PGP009)
Alongbar Brahma (14PGP065)
an!""# $%mar ah% (14PGP11&)'i!i# $o#hari (14PGP10)
Tann"g% D**+ar,o%r# (14E00)
having,r"am
An#is"-#i,li.%i/s
OAP
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Company Background
Bran/ o 2",3i## B"n,3is"r n/ia L#/
2",3i## B"n,3is"r n/ia L#/ (2BL) is a %ll on"/ s%bsi/iar o 2",3i## B"n,3is"rPl,
7orl/*s 8o1 om-an in ho%s"hol/ ,l"aning
Th" ,om-an has o-"ra#ions in 60 ,o%n#ri"s: sal"s in 1;0 ,o%n#ri"s an/ has ha/n"# r"v"n%"s in "x,"ss o 3non bran/s ar" D"##ol: ?or#"in: +ar-i,: h"rrBlossom: Li@ol: Dis-rin: 2obin -o/"r: olin: "#,
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Dettol Be 100% Sure
D"##ol as irs# %s"/ in $ ma#"rni# hos-i#als in #h" "arl 190s: shor#l
in 19: i#h #h" "n/ors"m"n# o m"/i,al -ro"ssion: i# as la%n,h"/ #o#h" g"n"ral -%bli,
La%n,h"/ in 19 in n/ia in #h" An#is"-#i, li.%i/ orm as a #r"a#m"n# or,%#s an/ o%n/s
An ,oni, Bran/ o 2",3i## B"n,3is"r
onsis#"n#l vo#"/ as #h" ?os# Tr%s#"/ Bran/ in n/ia: ,%rr"n#l ran3"/
4;#h
Th" Bran/ ,om-l"#"/ 9 "ars o -ro#",#ing amili"s rom illn"ss ,a%singg"rms r","n#l
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DettolBe100%Sure
D"##ol s#ar#"/ i#s !o%rn" as #h" ,%#s an/ o%n/s bran/ in #h" ,o%n#r:
ov"r #h" "ars i# has #a3"n ov"r #h" rol" o -ro#",#or rom g"rms in"v"r si#%a#ion
D"##ol has ma!or -r"s"n," in hom" an/ -"rsonal ,ar": s%ra," ,ar":abri, ,ar": hgi"n" an/ h"al#h,ar"
# is a bran/ hi,h o"rs a s"# o ra#ional an/ "mo#ional b"n"i#s #o,ons%m"r: ho #h"r"or" -"r,"iv"s i# as CDo,#or =ri"n/ or #h"ir amili"s
%rr"n#l i# is a 900,ror" 2%-"" Bran/
A--rov"/ b n/ian ?"/i,al Asso,ia#ion
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BRAND (DETTOL) ELEMENTS
Th"r" ar" mainl s"v"n bran/ "l"m"n#s ar" #h"r"1 Bran/ 8am"
& logo mbol F or/ or igh#ing g"rms an/ in",#ion
hara,#"r F mo#h"r> son /%o F amil -ro#",#ion
4 logans F B" 100 s%r"5 Hingl"s >
6 Pa,3aging F hi#" an/ gr""n: Amb"r gol/ -ro/%,#
?ar3"#"rs ar" %sing #h"s" "l"m"n#s: no# all: in mix#%r"a,,or/ing #o #h"ir -ro/%,#s
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Characteristics of Brand Dettol
Smell
The Logo
Tagline
Clouding Effect
Ambergol/ ,olo%r
Dettol! "ac#aging
Cons%m"rs r",ogni@" #h" sm"ll: "no%gh #o r""r #oa m"/i,inall ,l"an room as IDettol li#e !mell*
Th" Gr""n an/ 7hi#" ,olors ar" asso,ia#"/ i#hhos-i#als
+as 7O2DJ a smbol origh#ing g"rms an/ in",#ion
B" $%%&s%r"
Tha# a--"ars h"na//"/ #o a#"r
olor asso,ia#ion
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What Dettol is to People?
a"#
,ar"
$n"" s,ar
+"al#h
G"rm =r""
100 %r"
=irs# Ai/
n",#ion
m"ll
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Brand Perception
Consumers see Dettol as an e!pert"# as
something $hich is eecti&e and &ersatileand guarantees protection from germs
FThe brands versatility stems from multiple uses ofthe antiseptic liquid which oers protection in so
many dierent forms. 'sage of the (rand gi&es rise to many
emotions in the consumers" minds)
F Mother son duo, reinforcement of that feeling
and attachmentF For maing the mother feel that she has done the
best for her family, the brand evoes positiveimageries and emotions
F !Maa mane dettol a dhula" recent theme of T#$
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%mm"ra/v"r#is"m"n#
?onsoona/v"r#is"m"n#
7in#"ra/v"r#is"m"n#
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*arket +he Bar soap market
Th" Bar oa- ?ar3"# in n/ia is or#h mor" #han 2s 6550
ror"s
7i#h a 100 -"n"#ra#ion: #h" soa- mar3"# hasb""n vol%m"#ri,all s#agnan# in #h" las# " "ars
Th" mar3"# ,an b" ,lassii"/ in#o abo%# #"n /i"r"n# a--"alss%,h as B"a%#: +"al#h: =airn"ss: =r"shn"ss: +"rbal "#,
B"a%# mar3"# (5&)
+"al#h ,a#"gor (&)
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Dettol Soap
D"##ol oa- as la%n,h"/ in n/ia in #h" "arl ;0s
Th" la%n,h as bas"/ on ,ons%m"r ""/ba,3 onD"##ol An#is"-#i, Li.%i/:
in," man ,ons%m"rs %s"/ D"##ol in #h"ir ba#h
a#"r: #h" ,om-an #ho%gh# o o"ring D"##ol in amor" ,onv"ni"n# orm o soa-
La%n,h"/ soa- D"##ol Original i#h limi#"/ a,,"-#an," rom
a%/i"n," %n#il i#s -osi#ioning ,hang"/
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,&olution of the Bar soap
Al#ho%gh D"##ol soa- as 3non or i#s #ra/"mar3 ragran,": i# as b"ing r"!",#"/
b som" ,ons%m"rs as a r"g%lar ba#hing soa-
Posi#ioning o D"##ol as r"g%lar ba#hing soa- or o,,asion li3" s"a#: h"a#: /ir#: "#,
'arian#s "r" la%n,h"/ 3""-ing in min/ #h" /riving a,#ors an/ m"as%r"s or ar"g%lar ba#hing soa-: li3" ragran,": mois#%ri@"/ so# s3in: "#,
La%n,h o D"##ol 3in,ar" soa- in Han%ar &004 # o"r"/ -ro#",#ion i#h mois#%ri@"rs #o no%rish s3in
D"##ol ool also la%n,h"/ i#h m"n#hol #o h"l- ""l r"r"sh"/ an/r"vi#ali@"/
D"##ol also an#"/ #o main#ain a in" balan," b"#""n ,osm"#i, an/ #h"ra-"%#i,m"/i,a#"/ -osi#ion
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2">la%n,h o D"##ol* a/v"r#is"m"n# ,li,3"/ i#h #h" ,ons%m"r
al"s r"a,#"/ v"r -osi#iv"l an/ also gr" "ar a#"r "ar omm%ni,a#ion as r"n""/ -"rio/i,all #o 3""- #h" in#"r"s# o #h"
,%s#om"rsAno#h"r si#%a#ion as #h" high %sag" o D"##ol /%ring s%mm"r an/ monsoon s"asons onl
am-aign as la%n,h"/ #o "n,o%rag" %s"rs #o %s" D"##ol "v"r/a
"asonal hoo3s F %mm"r: ?onsoon an/ 7in#"r as %s"/ #o "s#ablishg"rm r"l"van,"
D"##ol soa- sal"s s%rg"/ i#h #h" n" a/
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h##-JKKinal>"ar-ro!",#s,o,,
Product ,!tension strategyGOOD HEALTH BEGINS WITH HYGIENE
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*arketStructure
ProductCategory
*arket Share *arket -alue Competitors
%ettol&ntiseptic'iquid
().* + - crores /avlon/uthol
%ettol /oap
0ar
1.2+ 3** crores 'u4
5odre6/antoor/avlom
%ettol 'iquid7andwash
*+ 3 crore 'ifebuoy8almolive
Fem/avlon
%ettol0odywash
1+ 3 crores 'u4 0odywash8almolive%ove
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*arketing Strategies
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%ierent $ampaigns
ni#ial "ars as via m"/i,al /"#ailing ma#"rial: -rin#
a/v"r#is"m"n# in -o-%lar -r"ss an/ m"/i,al !o%rnals
This as ollo"/ b T' a/v"r#is"m"n#s ,"n#"r"/
on irs# ai/ a--li,a#ion or man "ars
n "arl &00;: #h" bran/*s ,omm%ni,a#ion #oo3 ano#h"r s#"-
orar/ i#h i#s Aapka Dettol Kya Kya Karta Hai campaign
Other camapigns - Suraskhit parivar , healthy habbits,Maa maane ettol ka hula
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T'AN O*