Advertisment Assignment

8/2/2019 Advertisment Assignment

1/20

DETTOL

Submitted by:-

Vaibhav Alawa

Roll No.46105


2/20

DETTOL- BE 100% SURE

Dettol completes 75 years of protecting familiesfrom illness causing germs


3/20

INTRODUCTION

Reckitt Benckiser (India) Limited, formerly known asReckitt & Colman (India) Ltd is one of the

fastest growing consumer goods companies in South Asia.In India, it has many brands namely -

Dettol, Harpic, Mortein, Lizol, Cherry Blossom, Vanish,Easy Off Bang, Veet, Colin, Disprin,

Strepsils, Clearasil and others. It has major presence inhome and personal care, surface care,

fabric care, pest control and healthcare. The Company hasoperations in 60 countries, sales in 180

and employs 22,000 people around the world. GloballyReckitt Benckiser plc is headquartered in


4/20

Dettol, the iconic brand from Reckitt Benckiser.

Dettol is Rs 300 crore brand of Reckitt and Benckiser formerly .

It is launched in 1933 in india , Dettol has gained the trust ofmillions of Indians

It has been consistently voted as one of the 'Most trustedbrands' of India.

Dettol completes 75 years of protecting families from illnesscausing germs.

The brand has celebrated platinum jubilee in 2008

Continue..


5/20

PRODUCTS UNDER BRAND

APPROVEED BY INDIAN MEDICAL

ASSOCIATION


6/20

DETTOL-ANTISEPTIC LIQUID Antiseptic Liquid : Dettol Antiseptic Liquid is a proven safe

and effective antiseptic that kills various bacteria andprovides protection against germs which can causeinfection and illness. It has more than 83% market share.

It can be used safely for gentle antiseptic wound cleansingand disinfecting.

Available in a wide range of sizes From 50 ml to 500 ml. For

detailed usage instructions see back label of product.

The brand is currently running a campaign highlightingthe efficiency and the multi-uses of the product.


7/20

USES OF DETTOLAntiseptic Liquid

Dettol Antiseptic Liquid is a product, which has manyuses for protecting your family from germs:

Use with mopping water to disinfect floors completely

Use in washing laundry to disinfect your clothes

For first aid and personal care uses, Dettol AntisepticLiquid must always be used diluted with water.

Available in a wide range of sizes from 50ml to 5 litre.For detailed usage instructions see back label ofproduct.


8/20

GROWTHDettol had to expand the usage beyond cuts and bruises.

Hence Reckitt and Coleman unleashed a campaign aiming toexpand the usage of the brand to an all purpose antiseptic that can

be used for shaving,rinsing, and as a general disinfectant.

Interestingly this multi-usage of Dettol Antiseptic Liquid paved the way for the

next generation of Dettol.

Since the antiseptic lotion market was stagnant Reckitt wanted toleverage the brand to other categories . Dettol saw over these yearsplenty of brand extentions. The first launch was the soap in 1990's.The initial launch was unsuccessful because the brand moved

from core value of protection to love and care.


9/20

COMPETITOR FOR DETTOL

DETTOL SAVLON

Dettol have always beenpositioned as a 100% germfighter with germ fightingand protection as the core

value.

Savlon introduced as first aidsolution.

t is commonly used fortreatment of mild scarring,some mild burns, cuts and

bruises as well as skin healingtreatment for spots

From its launch to 1980's the brand had a dream run with virtually no

competitors. Having no competition is a problem, the growth will be stagnant.

Later on savlon introduced antiseptic liquid , which didnt succeed like dettol


10/20

ADVERTISING STRATEGY

Starting then and till now Dettol advertising hascelebrated the role of a mother inprotecting her family. Because 'If she doesn't takecare of them who will?'


11/20

Dettol Surakshit Parivar

Dettol has launched Dettol Surakshit Parivar, a nationwidecampaign, in association with the Indian Medical Association(IMA). The objective of this campaign is to generate awarenessthat good hygiene practices are essential to reduce the risk ofinfections, particularly for those who are most vulnerable toillness such as infants and children.

The Programme is being undertaken at three different levels -New Mother Programme, School Handwash Programme andHospital Programme. Spread across Delhi, Mumbai, Kolkata,

Chennai, Bangalore and Hyderabad, it targets new Mother's,school children and the general public.

New Mother Programme not missed a single day at school are given"Dettol 100% Attendance Award" to further encourage them to follow goodhygiene


12/20

CommunicationDettols communication in the initial years was

via medical detailing material, print

advertisement in popular press and medicaljournals. This was followed by TV

advertisements centered on first aid

application for many


13/20

MediaTV , PRINT AD. & RADIO


14/20

TARGET MARKETAs per my point of view:

All Hospitals of the City or Town

All Hotels of the City or Town

All School or Colleges of the City or Town

All Restaurant of the cities.


15/20

POSITIONING STRATEGYPositioning Against Competitor Dettol is positioned as a premium brand which the mother

chooses for 100% protection against all germs and bacteria forher family.

Positioning In Relation To Product Attribute: The primary positioning vis a vis product attribute is that Dettol

Soap has the essence of Dettol Solution, the no. 1 antisepticbrand in the world trusted by families everywhere for over a

century.

Positioning by price and quality As Dettol is a premium brand, it is priced at a premium to its

competitors.


16/20

MARKET SHARE

dettolsavlon10%

83%

others7 %


17/20

Market Structure

Product

category

Market

share

Market

value

Competitors Market

structureDettolAntisepticliquid

87.5% 120 crores SavlonSuthol

Monopolisticcompetition


18/20

Success factor

First to enter the market .

Product diversification

Customer loyalty

Continious innovation

Over the years of the original Dettol Antiseptic Liquid,even as Dettols product bouquet has grown, the trustedprotection has remained the same. With its distinct smell,color and sting, it evokes an emotional bond in millions ofhearts its Dettol, its working!

Dettol advertising starting in 1960s has centered oneducating consumers on the need for protection fromgerms, while offering solutions to manage the problem ofgerms wherever and whenever they may occur.


19/20
http://photos1.blogger.com/blogger/1270/405/1600/dettol_save_04.jpg


20/20

Thank you

be healthy.

Advertisment Assignment

Documents

Transcript of Advertisment Assignment