Usage of the brand DETTOLgives rise to many emotions in the consumers’ minds. From making them feel safe and secure about the well being of their family to making the mother ‐feel that she has done the best for her family, the brand evokes positive imageries and emotions. Thus, it is only fitting that the brand’s tagline says ‐ Be 100% Sure.

Reckitt Benckiser• Reckitt Benckiser plc is a British multinational consumer goods company

headquartered in Slough, United Kingdom. • Formed in December 1999 from the merger of Reckitt & Colman plc and

Benckiser N.V.• It has operations in over 60 countries and its products are sold in over

180 countries.• Reckitt Benckiser is listed on the London Stock Exchange It had a market

capitalisation of approximately £23.2 billion as of 23 December 2011, the 20th-largest of any company with a primary listing on the London Stock Exchange

• Reckitt Benckiser owns a wide range of household brands in five main areas.

HEALTH PERSONAL HOME FABRIC

STREPSILS DETTOL AIR WICK VANISH

DISPRIN VEET MORTEIN EASY OFF BAM

BURNOL CLEARASIL CHERRY BLOSSOM FINISH

D-COLD DUREX LIZOL/LYSOL

GAVISCON LIVON HARPIC

SCHOLL

CATEGORY PERFORMANCE

HEALTH21%

HYGIENE38%

HOME21%

PORTFOLIO BRANDS

8%

FOOD4%

PHARMA8%

DETTOL

• As the world's leading brand of antiseptics and a trusted champion of family health, Dettol products offer a high standard of germ kill and are recommended by healthcare professionals for their proven ability to keep families healthy.

• The brand has stayed contemporary through the launch of new products and offered consumers a breadth of products across categories that can help protect them from germs.

• These include bar soaps, hand sanitizers, liquid hand washes, shower gels and antibacterial wipes.

PRODUCTS UNDER DETTOL

ANTI SEPTIC LIQUID:Oldest and most popular Product by dettol.

SOAP: Includes many variants such asOriginalSkincareCoolRe-energize

HANDWASH: Liquid Hand wash withantibacterial properties available in :OriginalSkincareSensitiveFreshNO TOUCH HAND WASH: The No-Touch dispenser

automatically senses your hands and dispenses an adequate amount of liquid soap.

Available in: Cucumber Original

BODYWASH: Includes body washes for men and women such as:

OriginalSkincareNourishingSoothingShaving creams: Specially for men available in:FreshCool

Other products includeHandSanitizer: For soap, water free hand

cleansing

Washproof Medicated Plaster

• Personality: Segmented the adventurous and daring personalities ,to support them with a very effective antiseptic liquid for their injuries and wounds.

• Self-concept: It appeals to those people who are disinfectant freaks .

Behavioural Segmentation

• Benefit : It appeals to the customers who expect a solution with very effective antiseptic properties for cleaning wounds, laundry, and house cleaning.

• User Status : It had targeted both the brand and category users with its “Aapka Dettol KyaKya Karta Hai” campaign – that showcased how brand users across the country had formed their own special bond with the brand – using it whenever and wherever they felt a need for disinfection.

• Usage rate: they have various packings for different types of consumers on the basis of quantity consumed ,ranging from 50ml to 500ml.

• Purchase Occasions : It doesn’t have any specific occasion for purchasing ,although it tries to promote its sales on various occasions. Like: Mother’s Day

Dettol’s Mother’s Day Ad

• Loyalty Status : Dettol mostly has hard core loyalty status.

• Buyer Readiness: Dettol has very high buyer readiness. Since years it has been used in Indian Households for various purposes due to its antiseptic and disinfectant property.

Targeting

• Product specialization – Single product type for all markets.

• Single type of antiseptic liquid for all markets like : household, laundry, hospitals, etc.

• Its of a very universal nature, so targeting is done keeping in mind the entire section of consumers irrespective of their markets.

Positioning

• Although it was being used in hospitals and nursing homes for first aid and disinfectant uses like cleaning wards,washinglinen, etc.

• Consumers were also using it for bathing, mopping, shaving and other secondary purposes. While it started its journey as the ‘cuts and wounds’ brand in the country,

• over the years it had taken over the role of ‘protector from germs’ in every situation.

• Dettol Antiseptic Liquid has some strong, distinct associations-first and foremost is its trademark smell(POD). 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 like smell’.

• In the book, ‘Planning of Power Advertising’, Anand Halve mentions, “It is a safe bet that you will be able to tell the smell of Dettol liquid on a cut with the reassuring tingling sensation which tells you it has begun to work. Savlon on the other does not have the same burning sensation, (and is) very often seen by consumers as ‘ineffective’ ”.

• The second characteristic is its amber gold colour. The third is the ‘clouding’ effect that appears when it is added to water.

• Dettol’s packaging is distinct in its very own way. The green & white colours are associated with hospitals.

• All Dettol products have a sword on the pack, which is a symbol for fighting germs and infection.

• Over the years, the clouding action and the sword have become synonymous with the brand and have been creatively used in Dettol advertising.

Product Features

Dettol Antiseptic Liquid is a versatile product, which has many uses for protecting your family from germs-Use with bathing water for a completely germ-

free bathUse with mopping water to disinfect floors

completelyUse in washing laundry to disinfect your

clothes

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

Available in a wide range of sizes from 50 ml to 500 ml. For detailed usage instructions see back label of product.

Anti-bacterial, Anti-fungal, Anti-viral effect by PCMX, a specialized antibacterial ingredient.

Unique Dettol fragrance by pine-oil ingredient.Excellent to eliminate Salmonella, E.Coli, 0-157, Acne-

causing bacteria, body odour-causing bacteria, etc.The reliable brand recommended by doctors around the

world for the personal hygienic life.Recommended by Korea Medical Association for the first

time ever in Korea.The Specialized Antibacterial Brand with a variety of

product line for your hygienically healthy life.

DETTOL INGREDIENTS

Ingredients FunctionWater Diluent

Isopropyl Alcohol Solvent

PinusPalustris Oil Other

RicinusCommunis (Castor) Seed Oil None

Chloroxylenol None

Sodium Hydroxide pH Adjuster

Caramel None

THANK YOU• Dhir Karania• Riya Kothari• DhritiBadani• SagarAgarwal• SiddhantaSinghania• Jaineel Shah