DETTOL BRAND EXTENSIONGuided by

Prof. Sameer Mathur(Ph.D)

Submitted by

Rahul Madadi PGP30041

rahulmadadi@gmail.com 7525035083

MANUFACTURER BACKGROUNDDettol is a line of hygiene products manufactured by Reckitt Benckiser.

BRAND PORTFOLIO

DETTOL BRAND EXTENSIONSEight brand extensions from mouthwash to prickly heat talcum powder.

Dettol liquid soap in 1994, A floor cleaner called Dettol Gold. Plans to launch an anti-dandruff shampoo.

Dettol’s Brand Extension into Soaps highly Successful

BRAND EXTENSION IN FOCUS

CATEGORY EXTENSION

Antiseptic Liquid

• Launched in 1933• Generic to its category soon after its launch.• A bottle in every household.

Bar Soap

• Launched in 1981.• Initially launched as premium cosmetic soap• Relaunched as “100% germ fighter”

INDIAN SOAP INDUSTRY ANALYSIS Combined annual revenue of about $17 billion. Highly concentrated with the top 5 companies

holding 90% of the market share. The penetration in the rural area is as high as 97%

and that for urban area is around 99%. Indian per capita consumption of soap is at 460

Gms per annum The sector registered a 15% value growth YoY.

BRANDS MARKET SHARE

PRODUCT 4 types of Dettol Soaps available

Original Cool Skincare Re – Energize

Available in 3 sizes 50gm 75gm 125gm

Premium pricing followed Value packs and Discounts (Buy 3 get 1 etc)

50gm – 17 INR 75gm – 26 INR 125gm – 41 INR

PRICE

Dettol has a well penetrated market and is sold in over 16 lakh outlets across the country.

Distributed through a network of retailers and wholesalers.

Available at retail outlets, Chemists and Hypermarkets

Direct Sales through BigBasket and Amazon

PLACE

Producer Consumer

PROMOTION

Promoted Through Television ads Print ads Expert Recommendation

DETTOL STP

Segmentation : Hygiene seeking consumers, Mothers who care about the health of their families. Family product

Targeting : Targeted keeping the entire section of consumers in mind. Targets whole segments in terms of Age, gender and geography

Positioning : Protector from Germs, re energising solution, second bath product, trade mark smell, Green and white colours of Hospital.

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