Bharti Bhagwani (05)

Anurag Mahendra (08)

Rahul Gupta (15)

Manish Kumar (29)

Saurabh Sharma (46)

Archit Vashishth (56)

CONSUMER BEHAVIOUR

Reckitt Benckiser

RECKITT BENCKISER• It is a subsidiary of Reckitt Benkiser Plc which is the worlds

No.1 company in household cleaning.

• The company came into being with the merger of Reckitt and Colman Plc and Benkiser NV in the year 1999.

• The company has operations in more than 60 countries, sales in 180 countries and net revenues of 5.5 billion.

• It manufacturers and markets wide range of products in personal care ,pest control, shoe care, anti care, surface care etc.

• Dettol, Lizol, Harpic are some well known Brands for this company.

• It distributes all its products through its common distribution channel which has a wide and deep reach well structured sales force achieving sales for the entire product portfolio for more than 150 stock keeping units or SKU’s.

AWARDS & ACHIEVEMENTS

• In 2012, RB was commended by the Carbon Disclosure Project (CDP) for its work on reducing emissions and mitigating the risks of climate change

•  In 2010 RB achieved Platinum ranking in the Business in the Community Corporate Responsibility (CR) Index, a status the company has consistently achieved since 2005

• In the United States, RB was one of 40 companies awarded Champion Status in the Safer Detergents Stewardship Initiative (SDSI) in 2008

Dettol 1

INTRODUCTION• Dettol started its journey as the cuts and

wounds brand in the country. Over the years it has taken over the role of protector from germs in every situation.

• Dettol has major presence in home and personal care, surface care, fabric care, hygiene and healthcare.

• It is a brand which offers a set of rational and emotional benefits to consumer, who therefore perceives it as “Doctor Friend” for their families.

• Currently, it is a 900 crore Rupee Brand

• Approved by Indian Medical Association

HISTORY• Dettol was first used in UK maternity

hospitals in the early 1930s, shortly in 1933, with the endorsement of medical profession, it was launched to the general public.

• Launched in 1933 in India in the Antiseptic liquid form as a treatment for cuts and wounds.

• An Iconic Brand of Reckitt Benckiser.

• Consistently voted as the Most Trusted Brand in India, currently ranked 48th.

• The Brand completed 79 years of protecting families from illness causing germs recently.

Awards & Achievements• Ranked at No.4 at the top 50 Social

marketers awards in the year 2010.

• Won readers digest “most trusted brand” award for the year 2011.

• It is the No.1 brand in antiseptics outside north America.

• In Indian market with a share of more than 85% it is leading the pack as far as antiseptic lotion industry is concerned.

• It is the second most top selling brand in India with a sale of over 1000 crores .

Smell

The Logo

Tagline

Clouding Effect

Amber gold colour

Dettol’s Packaging

“Consumers recognize the smell, enough to refer to a medicinally clean room as ‘Dettol like smell’.”

The Green and White colors are associated with hospitals

Has SWORD: a symbol for fighting

germs and infection

Be 100% sure

That appears

when added to water

Color association

CHARACTERISTICS

Dettol 2

MARKET SHARE

86.00%

8.10% 5.90%

DETTOL

SAVLON

OTHERS

SEGMENTATION

• Target group : Dettol is a product for the whole family. Everyone from a kid to the grandfather can use the antiseptic liquid for various purposes.

• Lifestyle: Dettol has segmented our modern days lifestyle which is more outdoors, unhygienic, and bacterial. So for the hygiene seeking consumers ,Dettol has come up with the antiseptic liquid for laundry, wounds cuts and house cleaning.

BEHAVIORAL SEGMENT• Benefit : It appeals to the customers who expect

a solution with very effective antiseptic properties for cleaning wounds, laundry, and house cleaning.

• User Status : It had targeted both the brand and category users with its “Aapka Dettol Kya Kya Karta Hai” campaign – that showcased how brand users across the country had formed their own special bond with the brand – using it whenever and wherever they felt a need for disinfection.

• Purchase Occasions : It doesn’t have any specific occasion for purchasing ,although it tries to promote its sales on various occasions. Like: Mother’s Day

TARGETING

• Product specialization – Single product type for all markets.

• Single type of antiseptic liquid for all markets like : household, laundry, hospitals, etc.

• It’s of a very universal nature, so targeting is done keeping in mind the entire section of consumers irrespective of their markets.

POSITIONING • Used in hospitals and nursing homes

for first aid and disinfectant uses like 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

• 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.

POINTS OF PARITY : Dettol is an

antiseptic liquid which is used to prevent germs.

POINT OF DIFFERENTIATION :

Dettol produces stinging sensation,

turns cloudy in water and has a very strong

smell.

STRENGTHS

1. High market share of antiseptic liquid.

2. Brand loyalty.

3. High quality at affordable prices.

4. The brand’s Germ-kill heritage is strong and adds on trustworthiness.

WEAKNESSES

1. Limited penetration in rural markets.

2. Competition from other similar products means stagnant market share.

3. Burning sensation of Antiseptic liquid.

OPPORTUNITIES

1.Leverage the powerful brand equity associated with the Dettol Brand to make it an everyday use proposition.2. Tie-ups with schools, hospitals, hotel chains etc3. Better penetration in rural markets.

THREATS

1. Many strong players in the antibacterial category .

2, Aggressive Competitors in terms of Pricing, Packaging and Promotions.

High Quality

Low Quality

High price

Low price

PERCEPTUAL MAPPING

VALUE CHAIN ANALYSIS

• Shifted its ideology from focussing on brand to focussing on customer.

•  Dettol has communicated to the customer about the excellence of its product and brand  at different steps on emotional as well as rational route.

•  The brand has extremely high customer devotion.

PRODUCT LEVELS• CORE BENEFIT: Dettol Liquid acts as an Antiseptic

Solution to consumers for hygienic purposes.

• BASIC PRODUCT: Dettol Antiseptic Liquid mainly comes in glass bottles and is Brown in colour. It is available in sizes from up to 50 ml to 500 ml.

• EXPECTED PRODUCT: Dettol Antiseptic Liquid is supposed to provide antiseptic relief to consumers. The consumers await the burning sensation when applied on cuts.

• POTENTIAL PRODUCT: Dettol can come up with various new products such as antiseptic shampoos, oils and antiperspirant deodorants as well.

PRICE

Quantity Dettol Savlon

50 ml 12 13

100 ml 21 24

200 ml 33 42

500 ml 74 83

1000 ml 149 165

DISTRIBUTION PROCESS

MANUFACTURER SKU’S DISTRIBUTOR RETAILERS CUSTOMERS

1. MANUFACTURER : Manufacturing plant is located at Mumbai in Marwa road. Manufacturer produces on a average 6000 – 8000 kilolitres annually for sales.

 2. 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.

3. 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. DETTOL DISTRIBUTOR : 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 : 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.

PROMOTIONAL STRATEGIES

Dettol advertising starting in 1960s has centered on educating consumers on the need for protection from germs, while offering solutions to manage the problem of germs wherever and whenever they may occur. Starting then and till now, Dettol advertising has been focusing on the role of a mother in protecting her family.

PROMOTIONAL TOOLS

Television

Aapka Dettol kya

karta hai campaign

Dettol surakshit

parivar

Internet

Seasonal discounts

and combos

100% Attendance

awards

Situational Advantage

s

DIVERSIFICATION

• Soaps : Includes many variants such as Original, Skincare, Cool, Re-energize

• Handwash : Liquid Hand wash with antibacterial properties available in different varients

• Body wash : available for both men and women.

• Shaving Creams : Cool and fresh, these two varients are available.

• Hand Sanitizers : Water free hand sanitizers available in the market by dettol

• Water proof medicated plaster• Dettol antiseptic cream

DECISION MAKING PROCESS

PROBLEM RECOGNITION

INFORMATION SEARCH

EVALUATION OF ALTERNATIVES

PURCHASE DECISION

POST PURCHSE BEHAVIOR

PRIMARY RESEARCH

3%

77%

20%

Age

less than 1818-2525-35

54%

25%

21%

Annual Income

Less than 3 lacs3 lacs - 6 lacs6 lacs or more

93%

3% 3%

What comes to your mind when you think of antiseptic liquid ?

DettolSevlon Others

27%

23%

50%

How frequently do you buy antiseptic liquid ?

More than once a monthonce a monthin 2-3 months

59%

17%

24%

When do you use an antiseptic liquid ?

Only on woundsEverydayIn kitchen or cleaning

23%

69%

8%

Reason for the use of dettol ?

Doctor's SuggestionTrusted BrandBurning Sensation

Dettol Savlon0%

10%

20%

30%

40%

50%

60%

43%

57%

Which product has better packaging ?

Which product has better packaging ?

Savlon Dettol0%

10%

20%

30%

40%

50%

60% 56%

44%

Price affordability

Price affordability

50%

34%

13% 3%

Factors affecting buying behavior

brand nameHygiene FactorpriceFriends & Family

97%

3%

do you think dettol saves you from germs ?

YesNo

56%

34%

9%

Does brand having Indian Medical Asso-ciation affects your Buying behavior ?

YesMay BeNo

44%

21%

8%

26%

Consumer Awareness

TV NewspaperInternetFriends/Family

81%

19%

Would you recommend Dettol to others ?

Definitely YesMay beNo

RESEARCH FINDINGS

• Dettol is the first name that comes to consumers’ mind when they think of antiseptic liquid

• Consumers don’t buy this product that frequently , purchase in 2-3 months’ time

• Mostly used on wounds• Savlon is the closest competitor and has better

packaging than dettol• Savlon is more affordable as compared to dettol• Brand name and hygiene factors affect the most of

product purchase• Consumers think that dettol saves them from germs• TV and newspaper are the most reliable awareness

source• 81 % would recommend dettol to others

RECOMMENDATIONS• More usage awareness is required to

increase the usage of product• Since consumer trust the brand dettol

should try to increase the brand value by csr activities and other campaigns

• Packaging should be improved• Price should be reduced or more SKUs

to be introduced• Dettol to be communicated as a

product that saves from germs• IMA certification should also be

communicated since it creates trust • More focus on TV advertising

TVC

THANK YOU