PRODUCED BY
DIRECTED BY
Prof SHAILESH KALE
SUNIL PANDEY
Reckitt Benckiser India Ltd, priorly known as Reckitt & Coleman is a 51% subsidiary of Reckitt Benckiser Plc which started way back in 1934. Reckitt & Coleman India (RCI) was incorporated in 1951. Reckitt Benckiser, a U.K. based company launched various brands and products in the Indian market like DETTOL, HARPIC, CHERRY BLOSSOM, MORTEIN,LIZOL,ROBIN BLUE,DISPRIN.
BRAND EXTENSION-
Dettol - Market Share
100% 80% 60% 40% 20% 0% Antiseptic Soap Liquid soap Product Segments
% Market share
Demand Forecast : Past & Future 170 160 150 140 130 120 110 100
Demand ( Rs in bn )
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
Years
2009
% of survey
100% 20% 85% 72% 40% 60% 80% 0%
Brand Awareness Preferred antiseptic
Attributes
Survey Result
74%
Reason
72%
Brand Loyalty
56%
Usage for other Dettol Products
COMPETITIVE PRICING STRATEGY
Soap Dettol Savlon Medimix Quantity Price Quantity Price Quantity 75g 16 75g 12 75g 125g 24.5 125g 17 125g Liquid Soap Dettol Fem Quantity Price Quantity 250ml 55 250ml Shaving Cream Dettol Old Spice Palmolive Quantity Price Quantity Price Quantity 30g 24.5 30g 19.5 30g 70g 37.5 70g 36 70g
Price 16 26
Price 55
Price 22 37
Market penetration strategy
GOOD HEALTH BEGINS WITH HYGIENE
Range of Products
Antibacterial Soap
Liquid Handwash
Shaving Cream
Band - Aid
Inhibits bacteria 24 hrs
Resist germs to multiply ,cleanwash
Softens the skin for better shave,avoids bruises,rashes gives freshness Hoardings banners ,mens saloon magazines
Heals wounds faster,water resistant,prevents further invention Banners,school sportsevents ,articles
Hotels,homes hospitals & dispensary, print media
Hotels,theatres, railways & educational institutes
TREND ANALYSIS OF RBIL
Trend Analysis of Past 5 years
64000 61000 58000 55000 52000 49000 46000 43000 40000 2000 2001 2002 Years 2003 2004
Sales
SWOT ANALYSIS
OPPORTUNITIES
Dettol Water Purifier due to increase in epidemics
STRENGTHS
Opportunity to capture the shaving cream segment
High market share of antiseptic liquid Brand loyalty Most trusted Brand High quality at affordable prices
WEAKNESSES SWOT ANALYSIS
THREATS Competitive Pricing Attractive Packaging of competitor products Good Advertisements by competitors
Poor marketing strategies for Dettol Shaving Cream & Dettol Talc Burning sensation of Antiseptic liquid
What Next ? D - Guard
Diversification : Shaving Cream
WHAT NEXT ?
Cash Cow Star Product Antiseptic Liquid Soap & Liquid soap
Problem
Proposition :
Itching Sensation
Benefit
Quick Relief and cooling effect throughout the day
Reason to Believe
Dettol is the most trusted and hygienic Product In India
The Selling Story.. No more BLACK MARKS with quick relief
Attractive Packaging
Incentive to dealers/ distributors
Enter just before summers
TV commercials telecasted especially during prime time Advertisements through Radio channels during morning and evening Outdoor media: billboards at railway stations, bus stops,BEST Buses,Trains
D D - GUARD - GUARD
Dont Scratch the Itch Here s your wireless
handsfree
Net WT. 25gms & 12gms * For external use only A PERFECT 12 HRS SOLUTION Greaseless , Non Staining & Odourless Cream Full Prescription Strength Relieves Itching and Burning Gives a cooling Effect
Facts And Figures
RBIL from its flagship brand Dettol achieves an annual turnover of Rs.300cr plus
Out of RBIL s total turnover Dettol Antiseptic Liquid contributes 22% and Dettol soap about 10%
According to the Economic Times Survey of Indias Most Trusted
Brands,Dettol was rated fifth in the year 2001and first in 2002. In the week of Tsunami disaster RBIL has made donations in kind and product donations such as : Dettol Antiseptic liquid Dettol Soaps
2000 litres
20000 soaps
Recommendations
Glass bottles to Plastic bottles Reduce burning sensation Aggressive marketing strategy for Dettol Shaving Cream
Smaller size of Dettol Soaps to enable the traveling people to brand loyal.
Improving the Dettol Band-aid quality. Need for Dettol Shaving Foam & Gel for younger Generation.