dettol final - copy1
TRANSCRIPT
8/7/2019 Dettol Final - Copy1
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SUBMITTED TO:
Ms ROHITA DWIVEDI
BY:
Tarang Baheti
Urvi JoshipuraShruti Nair
Vaibhav Shah
Ravi Vyas
Saurabh Upadhyay
Most Trusted BrandDETTOL- BE 100% SURE
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OUTLINE
� Reckitt Benckiser
� Dettol History
� About Dettol� Growth as a brand
� Success Factors
� Achievements
� Initiatives
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Reckitt Benckiser
� In 1823 Founding of Benckiser by Johann A. Benckiser.
� It is a British consumer goods company.
� Making and marketing home, health and personal care
products.� CEO: Bart Becht.
� Managing Director of R&B India: Mr. Chander Mohan Sethi.
� Indian products: India, it has many brands namely -
Dettol, Harpic, Mortein, Lizol,
Cherry Blossom, Vanish, Easy Off Bang,
Veet, Colin, Disprin, Strepsils, Clearasil
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Dettol-Most trusted brand
� In 1929, Albert Reckitt, began research todevelop an antiseptic disinfectant with
Bacteriologist, Dr. W.C. Reynolds.
�They developed Dettol Antiseptic DisinfectantLiquid.
� Launched in India in 1933
�
It makes for one-third of the company's Rs1,000-crore (Rs 10 billion) turnover.
� Dettol has 85% market share in antiseptic
segment.
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DETTOL-ANTISEPTIC LIQUID
� A proven safe and effective antiseptic.
� Kills various bacteria.
�Provides protection against germs causing infection andillness.
� Can be used safely for gentle antiseptic wound cleansing
and disinfecting.
� Available in a wide range of sizes From 50 ml to 500 ml.� Recommended by the Indian Medical Association.
� The brand is currently running a campaign highlighting
the efficiency and the multi-uses of the product.
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GROWTH OF DETTOL AS A BRAND�
Dettol had to expand the usage beyond cuts and bruises.
� Campaign aiming to expand the usage of the brand to an all
purpose antiseptic.
Used for shaving,rinsing, and as a general disinfectant.
�Since the antiseptic lotion market was stagnant Reckitt wanted to
leverage the brand to other categories .
�Brand extentions over the years.
�
Launch of the soap in 1990's.
�Major marketing strategy: Protection and care by a mother.
�Became the most trusted brand.
�Has retained this title for more than 70 years now.
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MARKET SHARE of Dettol Antiseptic
A market leader in true sense.
Virtually no competitors in the antiseptic section.
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Success Factor
�
First to enter the market.� Product diversification and brand extension
� Customer loyalty and stable pricing
� Continuous innovation.
�
Symbol reinforces:
Protection from the unhygienic worldoutside.
� Educating consumers on the need for protection andsolutions.
� Has remained fresh through packaging changes and
communication.� Takes the message of preventing diseases through
maintaining hygiene to the grassroots.
� The brand is also endorsed by the Indian Medical Association
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Achievements
The survey conducted jointly by Winkle and Happen.
� The results were , Dettol topped the list of most-trusted
brands, with over 50% of UK respondents agreeing it was a
brand they had confidence in.
No.4 in Most Trusted Brand by Brand Equity &Nielsen.
� 300 brands. 8160 interviews.
Quality
Price worth
Popularity
Trust & Confidence
� Its distinct smell, color and sting, it evokes an emotional bond
in millions of hearts its Dettol, its working!
� Respected and trusted place in minds and hearts of people.
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Initiatives
� Global Hygiene Council recommends:
"Hand Hygiene, the first line of defence against
flu and viral infections .
� Dettol has strongly recommended the adoption
of good hand hygiene practices, to protect from
flu and viral infections.
� Reached over a million new mothers through
their Surakshit Parivar programme,
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Thank you
be healthyª.