dettol dimple pgp30310
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Dettol Liquid Handwash
Project byDimple YadavPGP30310Section B
Manufacturer- Reckitt Benckiser
Though the parent companies, Reckitt
& Coleman and Benckiser have
existed since the 19th century, Reckitt Benckiser came into
existence only as recently as 1999 due
to a merger between the two.
Category Performance
19 Power Brands
19 powerbrands which generate 70% of total revenues and are at No. 1 or 2 position globally in their respective categories
Launched in India in 1936
The Brand is endorsed by Indian Medical Association and has been voted consistently as one of India’s most trusted Brands (ORG Marg Brand Equity Survey) since 2002.
Dettol
Product MixSoap
Original
Skincare
Cool
Shaving Cream Body Wash
Original
Skin Care
Liquid Antiseptic Handwash
Original
Skincare
Sensitive
Dettol Campaigns
Dettol: Brand Financial Growth
2008 2009 2010 2011 20120
200
400
600
800
1000
1200
1400
Market Growth: Dettol
Dettol Market
Dettol: Multi-category growth
Dettol Hand wash: About the Market
51%
34%
15%
Sales
Dettol Lifebuoy Others
• 300 Crores market
• 25% of business opportunities developed from Modern trade segment
• Sold in 16 lakh outlets across India
• CAGR 37%
Dettol Handwash: Financial Analysis
4Ps of Dettol Handwash
Product Promotion
Place Price
4Ps
Unique Feature-Its promise of ‘trusted protection’ No touch Hand Wash System, a first of its kind in India, providing its consumers with increased protection against germs.
Product Promotion
Place Price
4Ps
Swachh Bharat Abhiyaan
Hand wash liquid Activation
Product Promotion
Place Price
4Ps
• Educated women who
• Middle and Upper Middle Class
• Females (House wives)
• Urban• Sub-Urban
Geographical Demographics
PsychographicsSocio Economic status
Product Promotion
Place Price
4Ps
69/-75/-78/-
69/-125/-125/-
PC- Flipkart
Not in premium segment product, the main focus is to reach to middle class household 250 ml bottles
Available in different sizes 250 ml, 500 ml, 900 ml
Market Segmentation
• Segmentation has been done on the basis of behaviour
Protection from Germs “Aapka Dettol Kya Kya Karta
hai” Marketing campaign appealed to the behaviour
Ease of Use
Target Segment
• The target segment is the hygiene conscious family maker who realizes that bar soaps don’t afford as much protection from germs as Hand Wash does
PC- Google
Competition
Lifebuo
y
• 30% share of market• ‘Have no fear’ tagline positioning
Fem
• Strong number 2 brand till 2007• Positioned on the platform of ‘soft hands and moisturizing
care of Fem’
Palmolive
• 5% market share• Leverages it’s brand image to drive sales for Hand Wash
Competitive Frames of Reference
Points of Parity
• “Need for Germ Protection”
• Ease of use• Pump pack sold• Modern Trade
contributes a high proportion
Points of Difference
• Unique promotional campaigns like “Banega Swacch Bharat”
• Product Innovation like ‘No Touch Hand Wash’
Major Point of Difference
• Product Innovation has always been a source of sustainable advantage for RB and helps create the crucial point of difference for Dettol Hand Wash by staying ahead of the others
PC- RB official Site
References
• http://www.dettol.co.in/products/search/liquid-handwash/
• http://www.business-standard.com/article/press-releases/dettol-leads-in-innovation-no-touch-hand-wash-system-by-reckitt-benckiser-111121500078_1.html
• http://www.rb.com/home• http://www.rb.com/our-brands• https://www.youtube.com/watch?v=LPmkF45ilPY
Thank You
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