Dettol

COMPANY BACKGROUND
Company Background Reckitt Benckiser India Ltd (RBIL) is a fully owned subsidiary of Reckitt
Benckiser Plc., worlds No.1 Company in household cleaning. Reckitt Benckiser Plc came into
being with the merger of Reckitt & Colman Plc with Benckiser NV in 1999. The company has
operations in 60 countries, sales in 180 countries and has had net revenues in excess of $5.5
billion. Reckitt Benckiser India Ltd (RBIL) manufactures and markets a wide range of products
in Personal care, Pest control, Shoe care, Antiseptics, Surface care, Fabric care and other
categories. Amongst its many well-known brands are Dettol, Mortein, Harpic, Cherry Blossom,
Lizol, Disprin, Robin powder, Colin, etc. Most of these brands are either number 1 or number 2
in their respective categories in India. 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 wellstructured sales force, responsible for achieving sales
for the entire product portfolio of more than 150 Stock Keeping Units (SKUs).
Brand Dettol The brand Dettol was launched in India in 1933 in the Antiseptic liquid form as a
treatment for cuts and wounds. For almost the first 50 years, Dettol was present only as an
antiseptic liquid. Although it was being used in hospitals and nursing homes for first aid and
disinfectant uses like cleaning wards, washing linen, etc. Consumers were also using it for
bathing, mopping, shaving and other secondary purposes. While it started its journey as the cuts
and wounds brand in the country, over the years it had taken over the role of protector from
germs in every situation. Dettol Antiseptic Liquid has some 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 childs scraped knee! Consumers recognize the smell enough to refer to a
medicinally clean room as Dettol like smell. In the book, Planning of Power Advertising,
Anand Halve mentions, It is a safe bet that you will be able to tell the smell of Dettol liquid on a
cut with the reassuring tingling sensation which tells you it has begun to work. Savlon on the
other does not have the same burning sensation, (and is) very often seen by consumers as
ineffective . The second characteristic is its amber gold color. The third is the clouding effect
that appears when it is added to water. Dettols packaging is distinct in its very own way. The
green & white colours are associated with hospitals. 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. 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 brands 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. Over the years brand Dettol has been extended and has made its
presence felt in a number of product categories. While Antiseptic Liquid was the category where
the brand was born and where it continues to command a dominant market share of 85%, its
revenue growth is significantly driven by its presence in the other product categories of toilet
soaps(or bar soaps), Liquid handwash, Body wash, Shaving Cream and Plasters too (see Exhibit
1 for the complete portfolio). Each of these markets are at varying stages of evolution, so while
in one market the brand - as the leader - had the responsibility of driving overall market growth,
in other markets, the brand strategy had been to garner share. Fundamental to all the categories
was existence/creation of a consumer need for germ protection satiated by Dettols trusted
promise.
DISTRIBUTION PROCESS
1. MANUFACTURER :
MANUFACTURER Manufacturing plant is located at Mumbai in Marwa road. Manufacturer
produces on a average 6000 8000 kilolitres annually for sales. After manufacturing company
sends its products to S.K.U and C&F agents all over India to distribute it to the distributor.
2. S.K.U OR C&F AGENTS :
S.K.U OR C&F AGENTS It act as moderator between distributor and manufacturer. Company
itself has established their warehouse where they keep their products and then S.K.U. distribute it
to the market. It provide all local help to the company. It observe the market and give response
about the demand of the distributor.
3. DISTRIBUTOR :
DISTRIBUTOR It is the most essential link between retailer and manufacturer. They enjoy a
higher level of expertise, respond more quickly and have more local knowledge than
manufacturer. They also act as an advisor for the future growth of companies. They save the cost
of logistics. They have experienced handling manpower. Expertise in local knowledge. DETTOL
DISTRIBUTOR Name: PK AGENCIES Profit margin is 3 -5 % Distributor work according to
ACP(area chart plan) decided by company and distributor sales personnel. It is located in SADA
SHIV PETH.
4. RETAILER :
RETAILER It is an important link as its effectiveness will only benefit the other links above it to
survive in the competitive market. It is the final link where companies effective marketing
strategy will decide the demand and will make the public aware of its existing product as
retailers are medium for product display. They have a profit margin of 7-8% over dettol.
5. CUSTOMERS:
Finally customers can buy dettol products from these retail shops or from local grocery and
medical stores.
SUGGESTIONS
Exclusive outlet: An exclusive branded show room concept with emergency first aid
centre across tier 2 and 3 towns .Other Reckitt products can also find place. A kind
of cause related marketing. It also can be a channel partner managed outlet.
Tie ups : Tie up with others giving firstaid facilities like in amusement parks, in-car
first aid kits. Visibility will increase the mind share further.
Specialty Advertising can be the futuremax coverage and low cost

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COMPANY BACKGROUND

Specialty Advertising can be the futuremax coverage and low cost

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