DETTOL- BE 100% SURE

Dettol completes 75 years of protecting families from illness causing germs

INTRODUCTION
Reckitt Benckiser (India) Limited, formerly known as Reckitt & Colman (India) Ltd is one of the fastest growing consumer goods companies in South Asia. In India, it has many brands namely Dettol, Mortein, Harpic, Cherry Blossom, Lizol, Disprin, Robin powder, 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 Reckitt Benckiser plc is headquartered in Slough, United Kingdom.

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 Trusted Brands of India. Launched in 1933 as an antiseptic lotion, the brand became a generic name for antiseptic lotion similar to Xerox in Photocopiers. For almost the first 50 years, Dettol was present only as an antiseptic liquid. From cuts and wounds brand in the country, it had taken over the role of protector from germs in every situation.

PRODUCTS UNDER BRAND

APPROVEED BY INDIAN MEDICAL ASSOCIATION

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 approximately 4.9% of the total market. Dettol Skincare soap was thus launched in January 2004 A white colored soap, offering Dettols protection with moisturizers to nourish the skin. This was followed by the third variant Dettol Cool in February 2006, which offered trusted Dettol protection with menthol to help feel refreshed and revitalized. Dettol introduced the Liquid Hand Wash in 1994. The size of the liquid hand wash market is relatively small Rs. 59 Crores in which Dettol has a market share of 10%. In building the segment, Dettol has played the role of the market leader and the innovator. In 2005, it was the first player to launch the Pouch refill 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 the use of Dettol Liquid in shaving water. Dettol Plaster is an important brand in the basket since it is directly used in first aid.

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 self service stores only.

ADVERTISING STRATEGY
Starting 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?'

SUCCESS FACTOR
First to enter the market . Product diversification Customer loyalty Continuous innovation Over the years of the original Dettol Antiseptic Liquid, even as Dettols product bouquet has grown, the trusted protection has remained the same. With its distinct smell, color and sting, it evokes an emotional bond in millions of hearts its Dettol, its working. Dettol advertising starting in 1960s has centered on educating consumers on the need for protection from germs, while offering solutions to manage the problem of germs wherever and whenever they may occur.

RESEARCH METHODOLOGY
SECONDARY RESEARCH It is exploratory in nature. Sources of information are journals, magazines, periodicals and books. Investigating the various models involved in the brand extension process. Case studies of various successful brands. PRIMARY RESEARCH It is conclusive in nature. As essentially required, Pilot survey (Sample size of 10) will be done. The Pilot survey is conducted to find out the Simple size for research and to check the appropriateness of the questionnaire.

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

OBJECTIVES OF THE PROPOSED STUDY

To study the Soap and Body Wash market (industry analysis). Study the consumption patterns of the consumers. To study the buying behaviour of the consumers keeping in mind the various attributes of the products. Study the effect of brand/line extensions on the mother brand.

PROBLEM TO BE RESEARCHED
To find out the ideal Positioning for Body Wash To find out the individual Positioning for Dettol and its competitors

HYPOTHESIS TO BE TESTED
Body wash can be a possible extension of Dettol brand There is a possibility of brand extensions of Dettol body wash

DATA COLLECTION 1. Data collection through personality administrated structured Questionnaires. 2. Sampling Decisions

TARGET RESPONDENTS
End Consumer: User and Non User

SAMPLING PROCEDURE
CALCULATION OF THE SAMPLE SIZE BY THE HELP OF THE PILOT SURVEY 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

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

Thank you be healthy.