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& Present75 Years of DettolA Case Analysis ContestIn association with The Marketing Club of MDI

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Reckitt Benckiser India Ltd.: 75 years of DettolDettol, the brand synonymous with protection from germs, had for long been voted as India’smost trusted brand. In September 2008, the marketing team of Dettol was reviewing the brand’sperformance in its 75th year of existence to formulate a three-year plan. Dettol’s growth trend had beenslow but steady over the years and a number of initiatives taken in the recent years had started yieldingresults. The brand started its journey in 1933 as antiseptic liquid, but over the years, it has beenextended to a number of product categories like toilet soaps, liquid handwash, liquid bodywash, shavingcream and plaster strips. The growth trend in the last few years had been encouraging with sharesshowing an accelerated upward growth in most categories, but the team felt share gain could be muchfaster. The brand team decided to further build on the growth trajectory and set itself a visionary target- that of doubling Dettol’s overall share in next three years in the combined market of the productcategories it is present in (Antiseptic Liquid, Bar soaps, Liquid Handwash, Bodywash).The team knew that it had to address various challenges to achieve its ambitious target viz.consumers saw the need for germ kill only in specific situations, resulting in irregular usage andseasonality. The brand had to fight in a competing environment in which new variants and re-launcheswere used for driving growth, it was critical to determine what & where should be the business thrust tooptimize the marketing spend and further accelerate the brand growth.

Company Background

Reckitt Benckiser India Ltd (RBIL) is a fully owned subsidiary of Reckitt Benckiser Plc., world’sNo.1 Company in household cleaning. Reckitt Benckiser Plc came into being with the merger of Reckitt &Colman Plc with Benckiser NV in 1999. The company has operations in 60 countries, sales in 180countries and has had net revenues in excess of $5.5 billion. Reckitt Benckiser India Ltd (RBIL)manufactures and markets a wide range of products in Personal care, Pest control, Shoe care,Antiseptics, Surface care, Fabric care and other categories. Amongst its many well-known brands areDettol, Mortein, Harpic, Cherry Blossom, Lizol, Disprin, Robin powder, Colin, etc. Most of these brandsare either number 1 or number 2 in their respective categories in India. *Unless otherwise stated, all data given in the case refers to trade channel tracked by AC Neilson, supplied byReckitt Benckiser India Ltd.This case is prepared by Prof. Vinod Kalia of Management Development Institute, Gurgaon for the Dettol casestudy contest organized by Reckitt Benckiser India Ltd. in association with MDI-Marquity. The case is not intendedto serve as a source of primary data, or effective or ineffective management. The author would like to thankfullyacknowledge inputs from the brand team of Reckitt Benckiser India Ltd. and Ms. Smriti Kataria, Ms. CharutaAmbardekar and Mr Karan Sood, students from MDI PGPM class of 2009.

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Reckitt Benckiser India Ltd.: 75 years of DettolRBIL distributes all its products through its common distribution channel, which has a wide anddeep reach in the markets and is a key strength of the company. The channel is managed by a well-structured sales force, responsible for achieving sales for the entire product portfolio of more than 150Stock Keeping Units (SKUs).

Brand DettolThe brand Dettol was launched in India in 1933 in the Antiseptic liquid form as a treatment forcuts and wounds. For almost the first 50 years, Dettol was present only as an antiseptic liquid. Althoughit was being used in hospitals and nursing homes for first aid and disinfectant uses like cleaning wards,washing linen, etc. Consumers were also using it for bathing, mopping, shaving and other secondarypurposes. While it started its journey as the ‘cuts and wounds’ brand in the country, over the years ithad taken over the role of ‘protector from germs’ in every situation.Dettol Antiseptic Liquid has some strong, distinct associations-first and foremost is its trademarksmell. Who can miss the characteristic Dettol smell that has been the reassurance to many a child’s

scraped knee! Consumers recognize the smell enough to refer to a medicinally clean room as ‘Dettol likesmell’. In the book, ‘Planning of Power Advertising’, Anand Halve mentions, “It is a safe bet that you willbe able to tell the smell of Dettol liquid on a cut with the reassuring tingling sensation which tells you ithas begun to work. Savlon on the other does not have the same burning sensation, (and is) very oftenseen by consumers as ‘ineffective’ ”.The second characteristic is its amber gold color. The third is the ‘clouding’ effect that appearswhen it is added to water.Dettol’s packaging is distinct in its very own way. The green & white colours are associated withhospitals. All Dettol products have a sword on the pack, which is a symbol for fighting germs andinfection. Over the years, the clouding action and the sword have become synonymous with the brandand have been creatively used in Dettol advertising.Consumers see Dettol as an ‘expert’, as something which is effective and versatile andguarantees protection from germs. It has been likened to a bodyguard who protects them from theunclean and unhygienic outside world. The brand’s versatility stems from multiple uses of the antisepticliquid which offers protection in so many different forms.Usage of the brand gives rise to many emotions in the consumers’ minds. From making themfeel safe and secure about the well-being of their family to making the mother feel that she has donethe best for her family, the brand evokes positive imageries and emotions. Thus, it is only fitting that thebrand’s tagline says - Be 100% Sure.Over the years brand Dettol has been extended and has made its presence felt in a number ofproduct categories. While Antiseptic Liquid was the category where the brand was born and where it

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Reckitt Benckiser India Ltd.: 75 years of Dettolcontinues to command a dominant market share of 85%, its revenue growth is significantly driven by itspresence in the other product categories of toilet soaps(or bar soaps), Liquid handwash, Body wash,Shaving Cream and Plasters too (see Exhibit 1 for the complete portfolio). Each of these markets are atvarying stages of evolution, so while in one market the brand - as the leader - had the responsibility ofdriving overall market growth, in other markets, the brand strategy had been to garner share.Fundamental to all the categories was existence/creation of a consumer need for germ protectionsatiated by Dettol’s trusted promise.

Markets for various categories - The Antiseptic liquid marketThe Antiseptic liquid market in India is estimated at Rs. 120 Crores in 2007(see Exhibit 2a for categorysales). The market is dominated by Dettol Antiseptic Liquid, which has close to 85% share. Johnson &Johnson’s Savlon is the other significant player with a market share of 13%. A few years back, thismarket saw introduction of Suthol brand antiseptic liquid from G.D. Pharma (makers of Boroline). DettolAntiseptic Liquid is under pricing control of a Govt. authorized body (see Exhibit 2b and 2c for marketshare & pricing).Communication: Dettol’s communication in the initial years was via medical detailing material, printadvertisement in popular press and medical journals. This was followed by TV advertisements centeredon first aid application for many years. U&A study showed that while First Aid use in the households had a near 100% penetration,many homes were using it for secondary purposes. In order to exploit this potential in 2005, themessage strategy saw a shift to communicating secondary usages like adding Dettol to bathing water,disinfecting the floors, nappy rinsing etc. In early 2008, the brand’s communication took another stepforward with its “Aapka Dettol Kya Kya Karta Hai” campaign – that showcased how brand users acrossthe country had formed their own special bond with the brand – using it whenever and wherever theyfelt a need for disinfection. Antiseptic Liquid is a well-penetrated market, given its use in first aid, and is sold in over 16 lacoutlets in the country (see Exhibit 2d for distribution details). Over the years, the product has beenextended for other disinfection uses like adding to bathing water, disinfecting baby nappies, adding towater while mopping etc. and at present secondary usage contributes more volumes of Dettol Antisepticliquid than the primary first aid usage. Other Players in the antiseptic liquid market:Savlon: It is the key direct competitor in the Antiseptic Liquid market. It was launched with ‘nosting with Savlon’ campaign. It attempted to pull the consumer base towards its product promise ofnon-sting. In Feb 2005, it started with a new ‘70% doctors prefer Savlon’ advertisement with heavymedia support. However, brand’s share has more or less remained stagnant over the years. Sincebeginning of 2007, Savlon has been off air.

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Reckitt Benckiser India Ltd.: 75 years of DettolSuthol: G.D. Pharma launched Suthol antiseptic liquid in April 2006 in their stronghold state ofWest Bengal, which was positioned on soothing sensation, from irritation due to prickly heat, mosquitobites, after-shave, etc. Both TV and print media were used to promote the brand in West Bengal duringthe launch phase. The brand has shown strong share gain mainly in the East. In 2007, the brand wasrolled out to other states, with heavy print support in Delhi & West Bengal, but with little successbeyond East.

Markets for various categories - The Bar Soap MarketThe Bar Soap Market in India is worth Rs. 6550 Crores (see Exhibit 3a for category size). With a 100%penetration, the soap market has been volumetrically stagnant in the last few years. However, valuewise, the market has been growing owing primarily due to price increases and to some extent amovement from economy brands to brands that are mid-priced or premium priced (see Exhibit 3b forcategory drivers). The Indian bar soap market has a large number of players that use different appeals toconnect with their consumers. The market can be classified into about ten different appeals such asBeauty, Health, Fairness, Freshness, Herbal etc. While the market is dominated by beauty players (52%share), health platform constitutes approximately 23% of the total market (see Exhibit 3c for share andsales of the different classifications of soaps).Dettol Soap was launched in India in the early 80s. The launch was based on consumer feedbackon Dettol Antiseptic Liquid, where secondary usage of the product always came up. Since manyconsumers used Dettol in their bath water, the company thought of offering Dettol in a moreconvenient form of soap. Dettol Original was the launch soap, which initially found limited acceptance from consumers.Its sales picked up after a changed positioning (please refer ‘Communication’ section for details). By2000, it saw limited success but its market share had started stagnating. Research on brand equityrevealed that while Dettol’s equity remained very strong on ‘germ protection’, the product’s relevancein the consumer’s choice for a bathing soap was getting limited. It was also gathered in the consumerresearch that while loyalists loved Dettol soap for its trademark fragrance, it was being rejected by a bigchunk of consumers as a regular bathing soap bar.The brand team felt a need to launch variants in Dettol Soap given that sensorial measures likefragrance, moisturized soft skin, etc were key drivers when it came to consumers choosing their soap

brands. Dettol Skincare soap was thus launched in January 2004 - A white colored soap, offering Dettol’sprotection with moisturizers to nourish the skin. This was followed by the third variant – Dettol Cool inFebruary 2006, which offered trusted Dettol protection with menthol to help feel refreshed andrevitalized.Dettol occupies a 4.9% share (Full year 2007) in this market. Its major competitiors are Lifebuoy,Lux, Santoor, Savlon, Godrej No 1, etc (see Exhibit 3d for value & volume brand shares). The stronghold

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Reckitt Benckiser India Ltd.: 75 years of Dettoland dominance of these brands and their distribution, varies across regions and urban and rural markets(see Exhibits 3e and 3f for region-wise value shares and distribution for major brands).While somebrands are strong across the market, others have their strongholds in only some of the regions in thecountry.Dettol variants have contributed incrementally to Dettol soap sales and now make up about25% of total Dettol soap sales. However, given its heritage and years of existence, Dettol Original Soapcontinues to be the lead variant, and top of mind when it came to Dettol Soaps (see Exhibit 3g forvariant contribution for Dettol and some major competitors). To suit the needs of different consumers, Dettol and its competitors are available in differentpack sizes and combo-pack offers (see Exhibit 3h for pack size wise contribution).Pricing also plays a big role in this market that can be segmented as economy, mid-price andpremium. Each player is present in different sizes, and hence tries to straddle different pick up prices.Dettol soap has a premium price versus other key players in the market. This has limited Dettolpenetration in the lower end of the market. To overcome pricing barrier, small pack was launched in2007, priced at Rs. 6. This helped in gaining further share (see Exhibit 3i for pricing details).Household penetration and consumer preferences towards Dettol vary across regions andseasons (see Exhibits 3j,3k and 3l for Brand Dettol seasonality, reasons for usage and dislike).Key Players in the soap market:Lifebuoy: Post a major positioning change in 2002 from “male victorious health” to “familyhealth” in the bar soap market, Lifebuoy relaunched itself in March 2004 with improved product andnew claim of ‘100% better germ protection*’, and since then has been trying to make strong its equityon germ protection through various communication and new product launches. In February 2005,Lifebuoy has launched a new campaign adding a layer of social good in its communication with a tagline

of “Have no Fear”. In November 2007 another new ad was launched comparing vs. beauty soaps ingeneral. Lux: It relaunched itself in 2004, with better packaging graphics and upgraded variants in linewith the global range. It was highly visible on-air with a range of Aishwarya Rai copies. Post decline ofshare in early 2005, Lux launched a new campaign in Sep 2005 with Shahrukh Khan and four prominentfilm actresses to commemorate 75 years of Lux, via special Promo packs & new pack graphics. In Feb2007, it again launched a new campaign, ‘Surat bhi, Khoobsurat bhi’. It launched new variant copies inQ2, 2008 (Peach cream & Strawberry cream) offering fruit based skin care. Santoor: It comes up with regular renewal of its copies (one every year) communicating ‘skinthat looks younger than its age’ proposition. It launched a new white variant in September 2007.

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Reckitt Benckiser India Ltd.: 75 years of DettolSavlon: In the soap category, it is positioned on the ‘Gentle Protection’ proposition. Its share hasremained flat at 0.6% over the years.Godrej No. 1: It has had a very low key TV activity, relying mostly on regional print in selectstates. It frequently airs advertisement featuring popular soap-star ‘Jassi’.Dettol’s Communication:Dettol Original soap was launched on the platform of ‘Mild and gentle skin care’ with the sellingproposition as – “Give your family the loving care of Dettol Soap”. However, the brand failed to take offsince a mild soap from the Dettol stable did not make sense. Even after two years of launch, Dettol soapcould not make its presence felt. In mid 80s, an exhaustive consumer research was undertaken with the objective of findingreasons for dissatisfaction among consumer and the result was the understanding that a consumer needplatform has to be built for a special bathing soap based on Dettol’s core strengths and not on the mildand gentle skincare platform.After in-depth consumer research, it was seen that consumers were open to the idea of usingDettol Soap when they faced extreme dirt conditions. Hence, it was felt that Dettol Soap needs to bepositioned for occasions that are special, but not rare in everyday life. These could be based onexposure to dirt and germs, pollution, heat, sweat etc.Another challenge was to create a positioning that managed a fine balance between a cosmeticand therapeutic medicated position. The final positioning that was decided was:“Dettol protection comes to you and your family in the form of a soap for those daily occasionswhen a specially clean germicidal bath is necessary. WHEN NO ORDINARY BATH WILL DO – DETTOLSOAP – THE 100% BATH”

The advertising was thus developed along these lines and Dettol Soap was re-launched. Theadvertising clicked with the consumer. Dettol soap sales reacted very positively to this newcommunication. Dettol sales grew year after year, with communication being renewed periodically tokeep consumer interest in the brand promise alive. Over the years, the communication was moved along this gradient of educating consumers, onhow they pick up germs throughout the day and only Dettol soap can give the required protectioneveryday. Research showed that there was huge hand wash usage of the brand and moreover the usagewas highly seasonal with highest usage seen in peak summer and monsoon months when consumersfelt visibly dirty and hence associated the period with the presence of germs. The result was that whilea high number of consumers used Dettol soaps during specific germy situations, they moved out of the

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Reckitt Benckiser India Ltd.: 75 years of Dettolbrand to the regular soaps in the market once the felt need for germ protection was over. Moreover,while consumers accepted that germs might be presented, the linkage of germs to the illnesses theycause was limited. In order to address this, a new educative campaign, was launched in 2007 with the objective ofdriving everyday relevance of Dettol soap. As part of this campaign, seasonal hooks were used toestablish germ relevance - summer, monsoon, and winter. Consequences of germ pick up were moreexplicitly voiced. Dettol soap witnessed a sharp surge in sales with the new advertisement (see Exhibit3m for soap communication).

Markets for various categories - The Liquid Handwash MarketDettol introduced the Liquid Hand Wash in 1994. It was known that many consumers use Dettol Soap forcleaning hands. Dettol Liquid Soap gave the consumers a soap in a more modern and convenient formatfor handwash. In hand washing, the need for germ protection is top most on consumer’s mind. Due to its earlyand continued efforts in building the segment and given the strength of the parent brand Dettol, thissegment was historically dominated by Dettol Liquid Hand wash.The size of the liquid hand wash market is relatively small –Rs. 59 Crores by end of 2007(seeExhibit 4a for market size in volume and value). Although incidence of hand wash in a day is quite high,

penetration of liquid handwash is still low in India (estimated as 10% of all Urban House Holds in 2007),bar soaps being typically used for washing hands. The key reasons for low penetration of the categoryare ‘expensive/low value for money’. Amongst users, the motivators are ‘protection from germs’followed by ‘convenience of use’. Given category building efforts, the penetration has been showing asteady increase.Dettol’s major competitors in this segment are Lifebuoy, Palmolive, Savlon, Santoor, FEM, etc(see Exhibits 4b for brand shares).The segment is broadly split in two formats:i) Dispensing Format: Pump Packsii) Refilling Formats: Refill sizes (varying from 200ml to 5 ltr) The category evolution has been based on the increasing penetration of the Pump pack over aperiod of time. The dispensing pack dominated the market with over 60% contribution (2005). Over thelast three years, the refill segment has flourished – as regular consumers re-purchase the refill pack afterentering into the segment via the Pump pack. However, the awareness for refill packs is still low. A largebase of consumers still re-purchases the Pump pack instead of using a refill pack (see Exhibit 4c forpricing details).

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Reckitt Benckiser India Ltd.: 75 years of DettolIn building the segment, Dettol has played the role of the market leader and the innovator. In2005, it was the first player to launch the Pouch refill pack. As the market evolved and the Pouch refillsegment grew, all the other competitors entered the pouch refill segment in 2007.Similarly, the latest product innovation offering from Dettol has been the launch of the smallpump pack, at a lower pick up price, in the first quarter of 2007. There are multiple product innovation opportunities from the international stable of Dettolhand Wash – which the brand team is evaluating for future launch. As per consumer research, the number 1 category driver for hand washing has been ‘need forprotection from germs’. Additionally, consumers look for product attributes like nice fragrance andsoftness. Another characteristic of the hand wash market is its disproportional dependence on theModern distribution channel, ie. Self-service stores.Close to 25% of the category business comes from this channel. The self-select environment ofthe target consumer has multiple implications for the brand. Variants become a key driver for wideningthe consumer choice set in such a shopping pattern. Dettol Liquid Hand wash currently has three variants, namely, Original, Skincare and Sensitive.Other players also have multiple variants with Lifebuoy having four and Fem having eight.The liquid hand wash portfolio is sold via all three distribution channels of the company, namely:

(a) Modern Trade – self-service channel (b) Direct Distributors in large towns (c) Sub Stockist network forreach into smaller towns.The distribution for both category and Dettol Hand Wash has been on a rising curve – with morethan three lac outlets stocking the hand wash segment (see Exhibit 4d for distribution details)..Players in the Market:Lifebuoy: It became a serious player in Liquid handwash market in Q3, 2006. Its share went upfrom 9.3% to 19.8% for the year 2007. Positioned on a ‘protection from germs’ platform it carries thetagline of ‘have no fear’ in the Liquid handwash segment too. Other than Dettol, it is so far the onlysignificant player that invests in the category. With media support and strong promotional support,supporting its relaunch, it has made quick gains in this segment. FEM: Fem, from Ivory chemicals, was historically the key brand in liquid soap category. It used tobe the strong number two brand until recently. However, it has lost share heavily since the LifebuoyHandwash relaunch. The brand is positioned on the platform of ‘soft hands and moisturizing care ofFem’. In 2007, it launched a premium range of products under a sub brand of Fem Cool Angel (threevariants, priced at Rs.79/- for 250ml pump pack).

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Reckitt Benckiser India Ltd.: 75 years of DettolPalmolive: Palmolive launched handwash in October 2003 with a premium pricing and importedstocks. In Oct 2006, they dropped prices from Rs. 90/- for 300ml Pump to Rs. 55/- for 250ml Pump.While the brand is supported by promotions mainly in the modern trade, it is not active on air. Savlon: It launched its handwash in March, 2005 on the ‘gentle protection’ platform. It currentlyhas a 2% share. It is not supported on air. Santoor: As a strong player in the bar soaps market and with a high market-share in the South,Santoor launched the Liquid Hand Wash in January 2007, along with media support.Post that, the brandhas been off air. The liquid hand wash category has seen a sharp increase in the competitive environment withnew players entering in 2007 and big brands like Lifebuoy getting active. As the liquid handwashcategory grows, given the usage of single product for handwashing and bathing in many homes, moreand more bar soap players are launching liquid handwash. Chandrika & Margo are two such newentrants, but with no strong marketing support, they are yet to make their presence felt.Communication:Dettol hand wash communication has always focused on the core brand positioning ofprotection from germs. Over the years, the message of need for hand washing and the risk of germs has

been highlighted in various daily germ pick up situations (see Exhibit 4e for the 2005-2007advertisements).

Markets for various categories -The Bodywash MarketDettol bodywash was launched in 2005 for further penetration into related categories and progressioninto the urban market.The Body Wash market is a small but fast growing category. Its category size was Rs. 16 Crores in2007. For the last 3 years, the CAGR has been near 30% (see Exhibit 5a for category size). The market is dominated by a few key players namely, Lux Body Wash, Palmolive and Dove (seeExhibit 5b for volume and value brand shares).The current user profile of Body Wash is upper SECs who reside mainly in Metros. The userprofile currently also has a slight female skew and the association of the product usage is with feelingsof indulgence and ‘pampering oneself’. The category is considered ‘premium’ due to its high pricedproducts (refer Exhibit 5c for the price chart).Given the size of the market, the support behind the category has been overall at a rather lowlevel. The overall penetration in India is a meagre 1%. However, trends in other semi-developed markets

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Reckitt Benckiser India Ltd.: 75 years of Dettolshow that shower gels clearly the body-wash market of the future. In many developed countries, use ofsoap is changed to bodywash format (almost to 50%).Players in the market:Lux: It launched the MTV range – Friday Night Fever and ran spots on MTVPalmolive: It has launched the ‘Spa’ range with two variants – Thermal and Firming Dove: Has picked up in the bodywash market and launched a new product in 2007Communication:Lux Body Wash did a big bang advertising launch in 2004 with celebrity endorsement (KareenaKapoor). That year the category grew by 135%.The other advertiser in this segment was Palmolive, which has been advertising on a low butregular basis. Both brands used niche channels and occasionally use targeted magazines. Dettol launched its campaign in May’07 ‘Pleasure for the Senses, Protection for the Body’.Currently, Dettol Body Wash is distributed by the company in the top six metros and in the self-servicestores only.

Other CategoriesShaving Cream: Dettol launched its shaving cream in 1996.This has also been another successfulextension for the brand. The insight into developing this product came from the use of Dettol Liquid in

shaving water. Plaster: Dettol Plaster is an important brand in the basket since it is directly used in first aid andhence adds to the first aid range and core equity of the brand. The major competitor in the category isBand-Aid from Johnson and Johnson.At this point in time, these two segments are not the focus for the team.

Other initiativesOne of the key challenges on use of Dettol has been low consumer awareness on germ pick upsituations. Recognizing the same, the team is evaluating how hygiene awareness can be increasedfurther. Apart from communication the initiatives that are currently undertaken are:1. Dettol Surakshit Parivar: An on-ground consumer contact program, where young mothers areeducated on good hygiene practices and school children are educated on hand wash habits.

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Reckitt Benckiser India Ltd.: 75 years of Dettol2. Dettol is working with Global Hygiene council, a council working towards increasing hygieneawareness across countries. The results of and recommendations from the studies done areshared through the mass media.3. Periodic advertorials on good hygiene practices, threat of illnesses, hygiene habits, educationaladvertorials, etc are some of the other initiatives.

Looking Ahead..Brand Dettol’s growth trend had been steady over the years. In the last few years, there hadbeen an acceleration in its growth, but the team felt that with the right strategies in place, it couldleverage the growth momentum it had built in recent past. It was looking forward to finalizing variousmarketing strategies and initiatives to help it achieve its ambitious objectives.

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Reckitt Benckiser India Ltd.: 75 years of DettolExhibit 1The complete range of products under Brand Dettol

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Reckitt Benckiser India Ltd.: 75 years of DettolExhibit 2Antiseptic Liquid market2a. Market Size200520062007Market Size Value (Rs Crore)90.1103.3

120.2Market Size Volume (Kilo Ltr)5719649973392b. Market SharesMarket Share (Value)200520062007Dettol86%85%84%Savlon13%13%13%Suthol0%1%2%2c. Pricing for Dettol & Savlon for different sizes in Rs.Dettol Savlon50 ml10.812.5100ml1719.52d. Distribution for Dettol in 2007Distribution (no of outlets)Volume Offtake ( Mn. Litres)All India16,07,6696.43Northern Region6,03,2451.29Eastern Region3,80,5801.18Western Region2,37,7201.40

Southern Region3,86,1262.56

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Reckitt Benckiser India Ltd.: 75 years of DettolExhibit 3Bar soap market3a. Market Size2004200520062007Volume(Tons)5,35,2175,37,9235,43,8845,47,215Value(Rs crore)57685921604665483b. Category ( Bathing soap ) drivers for consumption0.40.360.350.340.340.320.320.320.320.320.320.310.30.290.290.290.290.250.230.2TrustPleasant fragranceBrand for meHigh qualityCleans effectivelyModernLeaves skin softLathers wellGood VFMIs gentle on my skinIdeal for whole familySuitable for everydayInnovative productsLasting fragranceRinses easilyEffective killing germsNatural ingredientsProtects against infectionKills virusesRecommended by medical professionConnectionGerm ProtectionEfficacyValueInnovativeExperienceGentle

Category Driver : Bar Soap (body)

Note: Each individual parameter is rated from a scale of 0 to 1. These parameters are grouped as shown.

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Reckitt Benckiser India Ltd.: 75 years of Dettol3c. Toilet Soap Classification Sales revenues of major brands in 2007Classifications2007 valueshareMajor brands Classifications 2007 valuein Rs croreBaby2.8%JOHNSON'SBABYBaby 149.7Beauty52.3%LUXBeauty 1139.5Fairness0.7%SANTOORBeauty 447.7Freshness3.4%GODREJ NO 1Beauty 427.3Haircare0.3%BREEZEBeauty 409.4Health23.3%NIRMABeauty 251.1Herbal8.2%REXONA

Beauty 194.1Others4.3%NIMABeauty 155.1Skincare4.7%JOBeauty 111.9Total Toilet Soap100.0%MYSORESANDALBeauty 96.5DYNABeauty 45.9CINTHOLFreshness 145.5LIRILFreshness 71.8LIFEBUOYHealth 1151.0DETTOLHealth 322.5SAVLONHealth 37.7HAMAMHerbal 202.0MEDIMIXHerbal 175.6MARGOHerbal 62.4PEARS

Skincare 242.5DOVESkincare 68.1

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Reckitt Benckiser India Ltd.: 75 years of Dettol3d. Market shares of major brands by value and volumeMarket ShareValue (%)2004 2005 2006 2007 Q1'05 Q2'05 Q3'05 Q4'05 Q1'06 Q2'06 Q3'06 Q4'06 Q1'07 Q2'07 Q3'07 Q4'07Dettol3.73.94.34.93.344.443.74.84.64.23.955.65.2Lifebuoy1818.418.317.6191918181918181818171718Lux16.815.717.518.2161516161718181818191818Santoor4.85.45.96.85.35.15.75.65.2

5.96.366.26.66.97.5Breeze7.46.76.56.36.76.76.96.56.66.36.36.66.16.26.66Godrej No 14.14.85.66.54.54.64.95.35.35.35.95.96.26.56.96.5Savlon0.40.60.60.60.50.60.60.60.60.70.60.50.50.60.60.5Market ShareVolume (%)2004 2005 2006 2007 Q1'05 Q2'05 Q3'05 Q4'05 Q1'06 Q2'06 Q3'06 Q4'06 Q1'07 Q2'07 Q3'07 Q4'07Dettol22.32.631.82.32.72.52.22.92.82.62.33.13.53.1Lifebuoy21.8

22.221.620.9232322222321212121212121Lux14.213.515.516.2141314141516161616171616Santoor4.14.95.46.24.64.65.25.255.45.75.45.766.36.8Breeze11.59.99.59.21010109.69.69.39.39.79.19.29.68.7Godrej No 15.56.67.89.16.16.36.77.27.27.48.38.38.6

9.29.69.2Savlon0.20.30.40.30.30.30.30.30.30.40.40.30.30.40.40.3

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Reckitt Benckiser India Ltd.: 75 years of Dettol3e. Region Wise value share of major brands2007All IndiaNorthEastWestSouthTOILETSOAPS valuein Rs crore*65481581109117872088LIFEBUOY17.617.326.418.615.4LUX17.413.219.619.413.9SANTOOR6.813.18.7

7.814.6GODREJ NO 16.58.17.35.57.8DETTOL4.910.35.16.47.2BREEZE6.39.12.38.05.1PEARS3.73.62.73.54.5NIRMA3.82.32.64.14.0HAMAM3.11.92.02.84.0REXONA3.00.90.92.53.2MEDIMIX2.7

1.31.92.13.9JOHNSON'SBABY2.31.21.51.02.0CINTHOL2.21.62.32.22.0NIMA2.41.20.51.31.3JO1.71.61.51.31.0MYSORESANDAL1.51.01.10.90.9DYNA0.70.91.31.11.0DOVE1.00.91.1

0.90.6MARGO1.00.80.40.8NALIRIL1.10.90.80.60.6

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Reckitt Benckiser India Ltd.: 75 years of DettolGeography-wise value shares (%) for major brandsAll IndiaMetroAll IndiaTowns Class1All India Restof UrbanAll IndiaRuralAll India(Urban+Rural)2006 2007 2006 2007 2006 2007 2006 2007 2006 2007TOILET SOAPS value inRs Crores*1,339 1,450 1,012 1,078 1,040 1,140 2,655 2,881 6,046 6,549 DETTOL6.57.14.95.54.55.52.93.44.34.9Dettol Small Packs0.0

0.10.00.10.00.10.00.10.00.1Dettol Large Packs6.57.04.95.44.55.42.93.34.34.8LUX17.9 18.0 17.7 18.8 16.1 16.5 17.8 18.8 17.5 18.2Lux Small Packs2.02.22.33.02.12.44.75.93.24.0Lux Large Packs15.9 15.8 15.5 15.8 14.0 14.1 13.2 12.9 14.3 14.2LIFEBUOY14.1 13.1 14.7 14.0 16.5 15.5 22.6 22.0 18.3 17.6Lifebuoy Small Packs1.82.02.52.82.73.07.07.7

4.34.8Lifebuoy Large Packs12.3 11.0 12.2 11.2 13.7 12.6 15.6 14.3 14.0 12.8SANTOOR3.94.96.27.04.75.77.28.25.96.8Santoor Small Packs0.20.40.50.80.40.60.91.50.61.0Santoor Large Packs3.74.55.76.14.35.16.36.75.35.9*Note: Figures are rounded off3f. Distribution for the top brands in terms of number of outlets (table1) ;no of dealers (table 2)Table 1 2004200520062007Body soaps57,29,96159,14,089

60,75,79762,44,942Dettol20,43,81019,28,22118,95,07721,96,611Lifebuoy40,37,41842,60,27545,08,03946,24,383Lux36,97,47238,57,88342,65,47342,21,792Santoor11,63,72612,35,82213,16,52414,29,301Breeze26,08,07826,41,92524,74,23424,10,057Godrej No 110,71,29412,29,29713,84,03214,81,902Savlon5,90,6966,53,8585,61,7176,07,843

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Reckitt Benckiser India Ltd.: 75 years of DettolTable 2All India MetroAll India Towns Class 1 All India Rest of UrbanAll India RuralAll India (Urban+Rural)200620072006

2007200620072006200720062007TOILET SOAPS 7,10,977 7,65,497 6,81,077 7,16,910 9,72,667 9,74,185 37,11,031 37,88,334 60,75,773 62,44,918 DETTOL54.757.547.148.841.346.721.125.131.235.2DettolSmallPacks0.27.50.45.60.44.20.23.70.24.5LUX83.682.376.273.770.169.566.663.070.267.6Lux SmallPacks46.143.938.932.226.225.629.329.630.029.5LIFEBUOY80.9

80.276.871.272.069.573.074.574.274.0LifebuoySmallPacks42.150.235.940.030.339.741.849.639.347.0SANTOOR32.832.827.128.420.521.818.820.121.722.9SantoorSmallPacks10.612.610.111.95.87.59.711.99.211.3

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Reckitt Benckiser India Ltd.: 75 years of Dettol3g. Variant contribution to market shares for key playersDettol200520062007Cool0

0.30.5Skin Care0.50.50.5Original3.33.53.8Lifebuoy200520062007Skin Guard000.1Clear Skin0.20.30.3DeoFresh0.90.70.4Nature0.70.90.5Care1.71.31.3Total/Strong14.915.115Lux200520062007Pink8.57.97.7

White4.76.47.1International0.90.90.8Black0.90.70.6Festive Glow0.70.90.5Aqua00.60.7Haute Pink000.4White Glow00.10.3Crystal Shine0.1Provocateur

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Reckitt Benckiser India Ltd.: 75 years of Dettol3h. Pack size wise ContributionPack SizeCategory Dettol LifebuoyLuxSantoor0-50g16%3%28%24%16%75g

11%45%1%11%0%90-125g39%12%55%52%70%150g3%0%0%2%3%Multi/Promo Pack32%40%16%12%11%Total100%100%100%100%100%3i. Price chart for key playersSize(g)MRP(Rs.)357Dettol701812029425Lifebuoy901211514

455Lux75101001712521.5

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Reckitt Benckiser India Ltd.: 75 years of Dettol3j. Brand Dettol: Seasonality

Dettol Soaps :Low Penetration & share in off season months0.02.04.06.08.010.012.014.016.0Q1 '05Q2 '05Q3 '05Q4 '05Q1 '06Q2 '06Q3 '06Q4 '06Q1 '07Q2 '07Q3 '07Q4 '07

5.15.15.35.45.65.75.44.94.74.23.63.833.544.555.56JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DECMSVAL200520062007

HH Penetration % (Urban)Val Share%

Note:The graphs show a trend in house-hold penetration of Dettol in urban areas and value share (actual &expected) in the soap market

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Reckitt Benckiser India Ltd.: 75 years of Dettol3k. Region-wise seasonality for Dettol soap consumption

Germ Relevance - a key reason for low consumptionSeasons when Dettol soap is used37511918

0233101281052347070

NorthEastWestSouthI use it the sameamount all yearroundMainly in RainySeasonMainly in WinterMainly in Summer13394246909211865

There are more germs atthis time of yearI need it for differentthings at this timeIt's smell is suited to thattime of yearIt is more easily availableat this time382278

Reasons for using Dettol soap in a particular seasonNorth (105)East (124)West (49)South (32)

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Reckitt Benckiser India Ltd.: 75 years of Dettol3l. Dettol: Reasons for dislike (if any)

Dettol DislikesBeautyUsersGerm ProtectionUsersHerbalUsers

Base:127027781

Too Expensive10124Strong/ Harsh546UnpleasantFragrance534Not for everydayuse431Not effective atkilling germs365What if anything do you dislike about DettolNote: The base represents the number of respondents interviewed, while the other figures in the table indicatepercentage of respondents who have given a particular reason for dislike

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Reckitt Benckiser India Ltd.: 75 years of Dettol3m. Communication for Dettol soapsSummer AdvertisementMonsoon Advertisement

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Reckitt Benckiser India Ltd.: 75 years of DettolWinter Advertisement

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Reckitt Benckiser India Ltd.: 75 years of DettolExhibit 4Liquid Handwash market4a. Market Size2004200520062007Market Size (Value,Rs. Crore)26.327.839.458.7

Market Size (Volume,Kiloltr)1430162621853236Recent QuartersQ1'06 Q2'06 Q3'06 Q4'06 Q1'07 Q2'07 Q3'07 Q4'07Market Size (Value,Rs.Crore)8.49.49.911.813.913.915.815.2Market Size(Volume,Kiloltr)4785135426517647588658504b. Market shares of leading brands Yearly2004200520062007Dettol53%58%54%51%Lifebuoy0%4%10%20%Fem29%27%

26%17%Savlon2%2%1%Palmolive13%6%4%7%Santoor0%0%0%0%Recent Quarters Q1'06Q2'06Q3'06Q4'06Q1'07Q2'07Q3'07Q4'07Dettol54%54%56%53%50%50%51%50%Lifebuoy8%8%11%14%17%19%20%23%Fem29%29%26%

21%21%19%16%11%Savlon2%3%2%1%1%1%1%1%Palmolive4%4%3%5%7%7%7%7%Santoor0%0%0%0%1%2%2%2%

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Reckitt Benckiser India Ltd.: 75 years of Dettol4c. Price Chart for various pack sizesFormatBrandMRPSize (ml)Pump PackDettol55250Dettol38

135Lifebuoy40200Fem55250Palmolive55250Santoor55250Pouch RefillDettol30200Lifebuoy25180Fem29.5200Palmolive35250Santoor27180Large RefillDettol1501000Lifebuoy125900Fem159.51000Palmolive1501000Santoor1501000

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Reckitt Benckiser India Ltd.: 75 years of Dettol4d. Availability Trend with respect to the number of outlets *LHW stands for Liquidhandwash4e. Communication2005 2006 2007 - current050000100000150000200000250000300000350000Jan'06Mar'06May'06Jul'06Sept'06Nov'06Jan'07Mar'07May'07July'07Sept'07Nov'07Jan'08Mar'08

LHWDettolLifebuoyFemPalmolive

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Reckitt Benckiser India Ltd.: 75 years of DettolExhibit 5 Bodywash market5a. Market Size200520062007Value (Rs crores)

9.212.216.3Volume (kilo ltr)3294365805b. Market shares for major brands by value and volumeMarket Size (Value)2004200520062007Palmolive52%44%41%37%Dove5%5%15%Lux38%42%44%41%Fiama Di WillsFaDettol4%6%4%Market Size (Volume)2004200520062007Palmolive50%43%37%36%Dove4%3%

12%Lux39%45%50%45%Fiama Di WillsFaDettol4%7%4%5c. Price chart for major playersBrandSize(ml)Price(Rs.)Per 100 mlPrice Index*Lux2507028100Lux1254032114Palmolive2509036129Palmolive1304534.6124Dove25012550179Dettol25085

34121Dettol1254536129*Note: Considering the ‘cheapest per 100 ml’ pack as 100, the price indices for competitive brands in various packsizes has been calculated.