Distribution System of Dettol

8/8/2019 Distribution System of Dettol

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DISTRIBUTION SYSTEMOF


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Dettol antiseptic liquid is a product, which has many uses for

protecting against germs.

Used with mopping water to disinfect floors completely .

Used in washing laundry to disinfect clothes.

For first aid and personal care uses.

Available in a wide range of sizes from 50ml to 5 litre.

PRODUCT


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The Antiseptic liquid market in India is estimated at Rs. 120

Crores in 2008.

The market is dominated by Dettol Antiseptic Liquid, which has

close to 85% share.

Johnson & Johnsons Savlon is the other significant player with a

market share of 13%.

A few years back, this market saw introduction of Suthol brand

antiseptic liquid from G.D. Pharma (makers of Boroline).

Dettol Antiseptic Liquid is under pricing control of a Govt.

authorized body.

ANTISEPTIC MARKET & COMPETITORS


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DISTRIBUTION PROCESS

RBIL distributes all its products through its common

distribution channel, which has a wide and deep 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 portfolioof more than 150 Stock Keeping Units (SKUs).

Antiseptic Liquid is a well-penetrated market and is sold in

over 16 lakh outlets in the country.

Over the years, the product has been extended for other

disinfection uses and at present secondary usage contributesmore volumes of Dettol Antiseptic liquid than the primary first

aid usage.


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Manufacturer SKUS Distributer Retailer Customer


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Manufacturing plant is located at Mumbai in

Marwa road.

Manufacturer produces on a average 6000

8000 kilolitres annually for sales.

After manufacturing company sends its

products to S.K.U all over India to distribute it to

the distributor.

MANUFACTURER


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STOCK KEEPING UNITS

It act as moderator between distributor and

manufacturer.

Company itself has established their warehouse where

they keep their products and then S.K.U. distribute it to

the market.

It provide all local help to the company. It observe the

market and give response about the demand of the

distributor.


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DISTRIBUTOR

It is the most essential link between retailer and

manufacturer.

They enjoy a higher level of expertise, respond more quickly

and have more local knowledge than manufacturer.

They also act as an advisor for the future growth ofcompanies.

They save the cost of logistics.

They have experienced handling manpower.

Expertise in local knowledge.


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DETTOL DISTRIBUTOR

Name: PK AGENCIES

Profit margin is 3 -5 %

Distributor work according to ACP(area chart

plan) decided by company and distributor salespersonnel.


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RETAILER

RETAILER It is an important link as its effectiveness will only

benefit the other links above it to survive in the competitive

market.It is the final link where companies effective marketing

strategy will decide the demand and will make the public aware

of its existing product as retailers are medium for product

display.

They have a profit margin of 7-8% over dettol.


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THANK YOU

Documents

Distribution System of Dettol