2. 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.
11. 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%
13. 4Ps of Dettol Hand wash
Product Promotion
Place Price
4Ps
Its promise of ‘trusted protection’
, a first of its
kind in India, providing its consumers
with increased protection against germs.
17. 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
18. 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
19. Competition
Lifebuoy
• 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
20. 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’
21. 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
23. Year Dettol Lifebuoy
2001-02 32.00% 30.65%
2002-03 31.00% 29.00%
2003-04 34.00% 36.00%
2004-05 34.00% 36.70%
2005-06 35.31% 39.00%
2006-07 33.74% 35.00%
2007-08 35.98% 39.61%
2008-09 38.44% 40.00%
2009-10 39.99% 40.10%
2010-11 38.71% 40.09%
2011-Q1 42.00% 39.00%
Note : The above
table shows the
percentage of
market shares held
by both Dettol and
Lifebuoy in the
respective years. It
is given only up to
the first quarter
results released on
April 5th. (source-
www.livemint.co
m )
4Ps Dettol Lifebuoy
Product Secure-”100% sure” Long lasting life
Price Similar Price (Price
Sensitive market)
Similar Price (Price
Sensitive market)
Place Anti-septic trait Cost effective
Promotion “Swachhta abhiyaan” “Help a child reach 5”