Dettol Marketing Mix
Transcript of Dettol Marketing Mix
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Length, Width andDepth of Dettol
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INTRODUCTION Decision to launch, 1932, by the name of
PCMX Was launched in 1933 in US as Dettol, the
germicide Launched in India in 1936 Faced stagnation by 1980 and decided to
diversify Introduced Soap in 1981. Failed. Turnover: 1991- 30 Cr, 2007- 400 Cr Embraced Umbrella Branding
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Width, Length and Depth
WIDTH: No. of product lines a company offers
LENGTH: Segmentation offered by a company in a product line
DEPTH: Variants offered in each product line
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PRODUCT MIX
HANDWASH LIQUIDANTISEPTIC
BODYWASHSOAPPLASTER SHAVING
CREAM
Original 200ml 250ml 1000ml
Skincare 200ml 250ml 1000ml
Sensitive 200ml 250ml 1000ml
Dettol plaster
Original 70gm 120gm
Skincare 70gm 120gm
Cool 70gm 120gm
Original
Skincare
125ml
125ml
Original
100gm
Dettolantisepticliquid
50ml 200ml 500ml
Dettol Hand Wash
Dettol Soap Dettol shaving cream
Dettol Body Wash
Dettol antiseptic liquid
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CUSTOMER SURVEY ANALYSISNo. of customers using
dettol
Yes
No
Customer Preference
Dettol Antiseptic
Savlon Antiseptic
Antiseptic Soap Preference
Dettol
Savlon
Lifebuoy
71%
29%
76%
24%
Dettol minus Antiseptic Quality?
yes
No
68%
18%
14%
62%
38%SAMPLE SIZE:50
Ghaziabad (Vaishali)
Delhi (Rohini, South Ex)
Noida (Sect- 18, 27, 29)
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Soap
Shaving Cream
Tile Cleaner
Hand wash
Plaster
Toothpaste
0 5 10 15 20 25 30
CUSTOMER SURVEY ANALYSIS
Q: Products not available under Dettol
Cosmetics
Condoms
Hair Care
Toothpaste
Tile/Toilet Cleaner
Others
0 2 4 6 8 1012141618
Products Anticipated
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Retailer Survey Analysis
Hospitals Residents Both
0
2
4
6
8
10
12
14
16Major Consumers
Column B
Consumer
No
Soap
Antiseptic Liquid
Shaving Cream
Hand Wash
Plaster
0 1 2 3 4 5 6 7 8
Average Units Sold/month
> 100
Up to 100
Up to 50
Up to 25
Up to 10Prod
ucts
Soap
Antiseptic Liquid
Hand Wash
Shaving Cream
0 2 4 6 8 10 12 14 16
Growth\Decline in sales in past
No Change
Decrease
Increase
SAMPLE SIZE:20
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BCG MATRIX OF DETTOL
Body Wash
CASH COWSBody Wash
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CONCLUSION
Problem with Diversification Marketing Strategy is not uniform Major sales come from Soap, Antiseptic
liquid and Hand Wash Should foray in the haircare and
cosmetics segment
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PRESENTED BY: 6 MARKETEERS
1)Ankit Maheshwari 2)Ankita Sharma 3)Abhishek Changal 4)Sushant Vashisht 5)Samir Thacker 6)Faraz Husain