Dettol Body Wash- Market Research

8/3/2019 Dettol Body Wash- Market Research

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DETTOL- BE 100% SURE

Dettol completes 75 years of protecting families

from illness causing germs


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INTRODUCTION Reckitt Benckiser (India) Limited, formerly known as Reckitt &

Colman (India) Ltd is one of the fastest growing consumer goodscompanies in South Asia.

In India, it has many brands namely -

Dettol, Mortein, Harpic, Cherry Blossom, Lizol, Disprin, Robinpowder, Colin, etc. Most of these brands are either number 1 or number 2 in their

respective categories in India. It has major presence in home and personal care, surface care,

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

employs 22,000 people around the world. Globally ReckittBenckiser plc is headquartered in Slough, United Kingdom.


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BACKGROUND

Dettol is an iconic brand from Reckitt Benckiser India Ltd.It is Rs.300 crore brand of Reckitt Benckiser formerly Reckitt &Coleman.It has been consistently noted as one of the Most TrustedBrands of India.Launched in 1933 as an antiseptic lotion, the brand became a generic name for antiseptic lotion similar to Xerox inPhotocopiers.

For almost the first 50 years, Dettol was present only as anantiseptic liquid.From cuts and wounds brand in the country, it had taken overthe role of protector from germs in every situation.


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PRODUCTS UNDER BRAND

APPROVEED BY INDIAN MEDICAL ASSOCIATION


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GROWTH OF DETTOL BRAND The Antiseptic Liquid market is dominated by Dettol Antiseptic Liquid, which

has close to 85% share. Dettol Soap was launched in India in the early 80s. The Bar Soap Market in India

is worth Rs. 6550 Crores in which health platform constitutes approximately4.9% of the total market. Dettol Skincare soap was thus launched in January2004 A white colored soap, offering Dettols protection with moisturizers tonourish the skin. This was followed by the third variant Dettol Cool inFebruary 2006, which offered trusted Dettol protection with menthol to helpfeel refreshed and revitalized.

Dettol introduced the Liquid Hand Wash in 1994. The size of the liquid handwash market is relatively small Rs. 59 Crores in which Dettol has a marketshare of 10%. In building the segment, Dettol has played the role of the market

leader and the innovator.I

n 2005, it was the first player to launch the Pouchrefill pack. Dettol launched its shaving cream in 1996.This has also been another successful

extension for the brand. The insight into developing this product came from theuse of Dettol Liquid in shaving water.

Dettol Plaster is an important brand in the basket since it is directly used in first

aid.


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DETTOL BODY WASH

Dettol bodywash was launched in 2005 The Body Wash market is a small but fast growing

category. Its category size was Rs. 16 Crores in 2007. The market is dominated by a few key players

namely, Lux Body Wash, Palmolive and Dove. Dettol launched its campaign in May07 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 selfservicestores only.


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ADVERTISING STRATEGYStarting then and till now Dettol advertising has

celebrated the role of a mother in protecting her family.Because 'If she doesn't take care of them who will?'


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SUCCESS FACTOR

First to enter the market . Product diversification Customer loyalty Continuous innovation

Over the years of the original Dettol Antiseptic Liquid, evenas Dettols product bouquet has grown, the trusted protectionhas remained the same. With its distinct smell, color andsting, it evokes an emotional bond in millions of hearts itsDettol, its working.

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


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PRIMARY RESEARCH HAS BEEN DIVIDED INTO TWO PARTS

1. CONSUMER RESEARCH Attributes of the product ranked by the consumer. Buying behaviour of the consumers.

Consumption Patterns of the consumers. Preferences of the consumers in terms of variants of

the product. Positioning of the product.

2. COMPETITOR ANALYSIS


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OBJECTIVES OF THE PROPOSED STUDY

To study the Soap and Body Wash market (industryanalysis).

Study the consumption patterns of the consumers.

To study the buying behaviour of the consumerskeeping in mind the various attributes of theproducts.

Study the effect of brand/line extensions on themother brand.


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PROBLEM TO BE RESEARCHED

To find out the ideal Positioning for BodyWash

To find out the individual Positioning forDettol and its competitors


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HYPOTHESIS TO BE TESTED

Body wash can be a possible extension ofDettol brand

There is a possibility of brand extensions ofDettol body wash


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DATA COLLECTION1. Data collection through personality administrated

structured Questionnaires.

2. Sampling Decisions

TARGET RESPONDENTSEnd Consumer: User and Non User


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SAMPLING PROCEDURE

CALCULATION OF THE SAMPLE SIZE BY THE HELP OF THE PILOTSURVEY FOR DETTOL BODY WASH

Samples size of the pilot survey : 10

Formula used ;E =pq/n

Where,E is the standard error.q is the number of users.q is the number of non users.n is the sample size of the pilot survey


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Substituting the values,

E=6x 4/10

= 1.549

N

= {(p q)[(Z

) /(E)]}Here Z = 1.96 for 95% confidence level.

Substituting the values, we get

N= 30


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Thank you

be healthy.

Dettol Body Wash- Market Research

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