Project Report

on
BRAND AUDIT REPORT OF DETTOL
(Project submitted in partial fulfilment of the requirement for Product Policy
And Brand Management)

G.S.S. Harsha Vardhan

(2018-20 Batch)
PGDM TPS-B, Roll no:27-078
Major Specialization - Marketing

Faculty Guide:

Dr. Arijit Santikary

Associate Professor (Marketing)

Siva Sivani Institute of Management

Kompally, Secunderabad-500014
BACKGROUND OF THE COMPANY

Reckitt Benckiser is considered to be the world’s no.1 household company. RECKITT

BENCKISER was founded by JOHANN A BENCKISER in 1823 which was subsequently
purchased by ISAAC RECKITT. After his death it was looked after by his three sons.

For over 150 years Reckitt Benckiser and its forebears have been delivering innovations that
makes a difference to the everyday lives of consumers across the world. Reckit Benckiser’s
home, health and personal care brands are found in millions of consumers home in over 180
countries.

Reckitt Benckiser is a global success story: a world leader in the global household, health and
personal care sectors. Their offer is simple - bigger, better and more competitive opportunities
to develop a rewarding career at the very forefront of FMCG. They are listed on the UK stock
exchange and rank 23rd in the FTSE 100.

Their success is led by their Powerbrands - big-name brands like Finish, Vanish, Durex, Dettol,
Scholl and Veet that aim to achieve global market leadership. Through them they've become
No.1 in the vast majority of markets and categories in which they compete. Backing up their
Powerbrands is a great portfolio of local hero brands.

DETTOL THE BRAND

INTRODUCTION:

As the world’s leading brand of antiseptics and a trusted champion of family health, Dettol
products offer a high standard of germ kill and are recommended by health care professionals
for their proven ability to keep families. The brand has stayed contemporary through the launch
of new products and offered consumers a breadth of product across categories that can help
protect them from germs.

HISTORY OF DETTOL:

The brand dettol was launched 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 use. It was also
used by consumers for bathing, moping, shaving and other secondary purposes. While it started
its journey as the “cuts and wounds” brand, over the years it had taken over the role of
“protector from germs” in every situation.
DETTOL MISSION:

DETTOL mission is fuelled by passion and backed by our expertise in disinfection, hygiene
and first aid. From the products we make to the education we provide, and the causes we
champion: we believe that health depends on the choices we make every day at home, in our
community and beyond. That’s why we have started a Mission for Health.

PARAMETER OF DETTOL :

I. Parent Company: Reckitt Benchkiser

II. Category: Personal Care Brad

III. Sector: FMCG

IV. Tagline /Slogan: Be 100% sure

V. USP: The first of its kind in Anti-bacterial segment

VI. Segment :Anti-bacterial

VII. Target: All age groups

VIII. Positioning: Dettol have always been positioned as a 100% germ fighter with germ
fighting and protection as the core value

DETTOL BRAND PORFOLIO:

CONSUMER ANALYSIS:

MOTIVATION:

For any brand to become a cult brand it is vital to forge a human connection with the consumer
by fulfilling their human needs at different levels of Maslow’s need hierarchy (safety, social,
esteem, self-actualization) and leveraging the higher-level needs. So Dettol has to modernize
the brand and at the same time keep the core benefit of brand alive

ATTITUDE:

To capture the essence of this concept the brand line ‘Families that use Dettol, fall ill less often’
gives an attitude to the brand that drives differentiation. Hence, even though a brand constitute
a bundle features that constitute product features and consumer benefits, what finally gives the
brand that edge, is none of the above but something that may be called attitude.

Regardless of the stage that advertising is in, what makes brands stand out in a crowd what
separates good advertising is the attitude it imparts to the brand. Such brands become icons.

Segmentation and targeting

Dettol's wide range of products cater to the need of a whole family. Everyone from kid to
grandfather can use the products for various purposes.

Psychographic segmentation

Lifestyle: Dettol has segmented our lifestyle which is more outdoor, unhygienic and bacterial
,So Dettol has come up with hand washes and soaps for personal hygiene, Dettol surface
cleaner for house cleaning and antiseptic liquid for wounds , cuts and laundry.

Behavioral segmentation

It appeals to those who expect a solution with very effective antiseptic properties for cleaning
wounds, laundry and home cleaning.

TARGET MARKET

In case of antiseptic liquid,dettol follows product specialization for target market selection ; a
single product for all markets.

POSITIONING

All dettol products have a sword on the pack which is a symbol for fighting against germs and
infections. 100% Germ fighting and protection is its core value.

BRAND ELEMENTS OF DETTOL

DETTOL’s brand elements have played a key role in strengthening its brand
equity. The name, slogan, symbols and the multi sensorial experience help the
brand to reiterate its position as a brand that can constantly be trusted.
Brand Name: DETTOL
Brand URL: https://www.dettol.co.in/en/
Brand Logo:

Brand Tagline:
“Be 100% Sure”
Brand Packaging:
Antiseptic Liquid Bottle
from 50ml. to 5 lit.
− 50ml
− 100ml
− 250ml
− 500ml to 5 litr.
Hand wash liquid
− 135ml
− 250ml
Soap
− 35gm
− 70gm
− 120gm
Surface cleaner
− 500ml
− 750ml
Jingle:
“Dettol Dettol Ho”
https://www.youtube.com/watch?v=2L8T5YMc7t8
During World Cup 2015, Dettol had launched its ad ‘Maa Maane Dettol Ka
Dhula’ (mother trusts only Dettol) during the India-Pakistan match.
https://www.youtube.com/watch?v=n3XvBu55S40

Major Competitors:
Savlon
Savlon is a brand of antibacterial personal care products manufactured by Johnson &
Johnson. Commonly sold as an antiseptic liquid, the product range also includes hygiene
soaps and aqueous cream.

Lifebuoy
Once lifebuoy was all we could think about when it came to personal hygiene, Unilever
couldn’t stand and look at the show just like that. Their antibacterial soap, Lifebuoy, didn’t
not seem to do well in the market, but when they saw this new image of grasping the young
ones, they launched their very own creative campaign focusing on children (kids to be more
precise) to be the boss of all. Lifebuoy for its part re-launched its entire range two years ago
with a new formulation and better fragrance (to compete with beauty soap) and repositioned
itself as the anti-bac that provides protection against 10 infections. Lifebuoy has also invested
heavily in engaging with children through its Life Saver program (WaseemAkram is the
brand ambassador) which spreads.

SWOT Analysis
Strengths:
1.Strong Management :-
Strong management helps Dettol antibacterial soap reach its potential by utilizing strengths and
eliminating weaknesses.
2.Strong Supply Chain :-
A strong supply chain helps Dettol antibacterial soap obtain the right resources from suppliers
and delivery the right product to customers in a timely manner.
3.Strong Brand Name :-
Dettol comes from a reputable (old) company and the brand’s Germ-kill heritage (brown liquid)
is seen as strong and adds on trustworthiness (RTB).This gives Dettol antibacterial soap the
ability to charge higher prices for their products because consumers place additional value in
the brand.
4.Customer Loyalty:-
When given a choice, customers are loyal to following of ‘Original’. Instead of targeting all
customers, dettol antibacterial soap only needs to target new customers in order to grow their
business.
5.Skin treatments and varieties of products :-Dettol Soap is Excellent for treating skin
irritations, cuts/bruises and seasonal applications which Increases the popularity of Dettol soap
as a germ killer and hygienic soap. It has products like antiseptic liquid, soaps, sanitizers, body
wash etc.
Weakness:
1. Limited Penetration :-
Despite of being the excellent product, dettol has limited penetration in rural markets.
2.Competition :-
Competition from other similar products means stagnant market share and less chance to
increase the cost and other factors.
Opportunities:-
1.Financial Leverage:-
Leveraging powerful brand equity associated with the Dettol Brand will allow Dettol
antibacterial soap to quickly expand into other markets and products, especially in fragmented
industries.
2.New Markets:-
New markets allow Dettol antibacterial soap to expand their business and diversify their
portfolio of products and services.
3.Penetration:-
Tie-ups with schools, hospitals, hotel chains etc will help in Better penetration in rural markets
and emerging economies.
THREATS:-
1.Substitute Products:-
Presence of other main players in the antibacterial category prevents the Dettol antibacterial
soap’s ability to raise prices as customers can easily switch to another product.
2.Intense Competition:-
Other emerging players and alternatives available can lower Dettol antibacterial soap’s profits,
because competitors can entice consumers away with superior products.
Dettol Marketing Mix
Product
Dettol is s global brand name in antiseptic solutions, hand-wash, soaps and sanitizers. Dettol’s
product portfolio has the following global product categories:
i. Dettol Antiseptic Liquid
ii. Dettol Hand Wash
iii. Dettol Soap
iv. Dettol Surface Cleaning
Price
Dettol uses a varied of pricing strategy in its marketing mix. The products are priced
competitively but are marked slightly higher than its competitor brands like Savlon. As the
products of Dettol are available in several variant according to specific use like home and
strictly hospital and clinical use, naturally it deploys product line pricing by setting distinct
price levels for the variants. Some variants of Dettol’s 60-ml antiseptic liquid are available at
less than Rs 100 and 60-ml antiseptic liquid with higher concentration of disinfectant is priced
as high as Rs. 3000.
Place
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.
Promotions
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.

BCG Matrix in the Marketing strategy 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
and Savlon.
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.
Brand equity in the Marketing strategy of Dettol
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.

Questionnaire
1. Are you aware of the brand Dettol?
a)Yes b)No
2. Which antiseptic liquid you generally use?
a)Dettol b) Savlon c)Lifebuoy
3. Do you think Dettol Antiseptic Liquid is –
a)Successful Product b)Unsuccessful Product
4. Does your product satisfy your need?
a)Yes a)No
5. If you go for repurchase of your product, will you prefer going
for the same product?
a)Yes b)No
6. Why do you prefer to use Dettol?
a)Price effective
b)The characteristic smell
c)Effectiveness
d)Recommendation from Doctor/Chemist
e)The Brand Name
f)Advertisements
7. For what purpose do you use 'Dettol - Antiseptic liquid'?
a) Cleaning Wounds/Cuts
b)Bathing (In bath water)
c)Cleaning (House/Office buildings)
d)Shaving (Cleaning razor)
e)Washing laundry

Data Analysis

Interpretation: From the above Diagram it can be inferred that all the consumers are aware of
the brand Dettol.
Interpretation:
The above Diagram depicts that 90% uses Dettol Antiseptic while the rest are non-users.

Interpretation:
From the above Diagram it can be inferred that Dettol Antiseptic solution is a successful
product as it covers 100%
Interpretation:
From the above Diagram it can be inferred that Dettol Antiseptic has been capable of satisfying
consumer’s need.

Interpretation:
From the above Diagram it can be inferred that the consumers are satisfied with the Dettol
antiseptic and hence they would go for re-purchase depicting their loyalty.
Interpretation:
It is interesting to note that 54% of the respondents opt for Dettol because of the Brand Name.
characteristic smell of the product comes second only. Also, consumers rate the Effectiveness
of the product.

Interpretation:
33% of the consumers use Dettol for washing laundry and cleaning purpose. Around 25% use
it for cleaning wounds and rest of them use it for bathing.