Introduction handwashing has become a part of our culture.

Handwashing and other hygienic practices are taught at every level of school, advocated in the work place, and emphasized during medical training. According to the United States Centers of Disease Control and Prevention (CDC), "Handwashing is the single most important means of preventing the spread of infection." Yet, recent studies and reports indicate that lack of or improper handwashing still contributes significantly to disease transmission. While we are all potentially at risk of contracting handtransmitted illnesses, one-third of our population is especially vulnerable, including pregnant women, children, old people, and those with weakened immune systems. It seems reasonable to assume that hospitals have come closest to responding to this problem. Modern surgery, after all, has long since solved many of the early problems of infection. However, fundamental problems of hygiene still exist. In 1992, The New England Journal of Medicine reported on a handwashing study in an intensive-care unit. Despite special education and monitored observation, handwashing rates were as low as 30% and never went above 48%! Nosocomial infections are infections acquired by patients while they are in the hospital, unrelated to the condition for which the patients were hospitalized. The Centers for Disease Control and Prevention estimates that from 5% to 15% of all hospital patients acquire some type of nosocomial infection. Hospital personnel can also become infected. In 1993, 11 health-care workers became ill with hepatitis A because they didn't wash their hands after treating one of two patients with hepatitis A The rate of nosocomial infections can be reduced by full-scale infection control programs whose expense would be recovered by the reduction of the cost involved in treating the nosocomial infections. But, as The New England Journal of Medicine report reminds us, one of the most effective, simple, and yet difficult to implement solutions would be for all hospital personnel to wash their hands between every patient! Hospitals are not the only places in which handwashing is important. A recent study in Infectious Diseases in Children states: "In spite of all the studies about the benefits of handwashing, improper or infrequent hand washing continues to be a major factor in the spread of disease in day-care." Each year, children in daycare centers, elderly in convalescent homes, and contact lens wearers acquire infections transported on hands. Cleanliness in the food-service industry has long been of concern with regard to transmission of food borne illness. During the last nine years, the popularity of iguanas and other reptiles has resulted in a startling increase in the incidence of salmonella infections.

10 reason for hand wash

Handwashing has been trivialized for centuries. There have been events in the course of history which should have changed handwashing behaviors but didn't. This review is intended as a reflection on today's hand hygiene behaviors in response to these two questions: Are we still underestimating the outcomes of underwashing? Are we ready to care enough about others to wash our hands? 1. Trivialization of handwashing is as old as civilization. People died from a lot of things but not from poor handwashing History, however, gives us many examples of epidemics that were caused by diseases that can be facilitated by poor handwashing. Empires have been destroyed by infectious disease, killing many more than the wars around the world. For example: o Ancient Athens was decimated by a plague during the Peloponnesian War in 430 BCE, described by Thucydides, the earliest historian (who survived the plague itself). Pericles, the orator and architect of the Parthenon, was a victim. Recent DNA examination of victims from a mass grave suggests they died of typhus that is, Salmonella typhi. o Earlier, the Assyrian siege of Jerusalem (circa 700 BCE) may have been dropped due to cholera. o George Washington suffered from the bloody flux [diarrhea] possibly shigella - during his service on General Braddocks march to Fort Duquesne (now Pittburgh, PA) during the French and Indian War the British (and Washington) lost. 2. The London Cholera epidemic of 1854 gave birth to modern epidemiology. The outbreak, largely confined to Soho, was traced to a contaminated well pump on Broad Street by Dr. John Snow, who later mapped the results. The earliest precursor of todays Weekly Morbidity & Mortality Reports, the Weekly Returns of Births and Deaths, endorsed Snows conclusions and germ theory was to set to the stage for modern public health. 3. Handwashing was proved to be effective in preventing infection. Dr. Ignatz Semmelweis, in 1847, demonstrated that "childbed fever" was contagious and that its incidence could be reduced form 13% to 2% orless by enforcing appropriate handwashing behavior by medical care-givers. 4. Typhoid Mary demonstrated the risk of ill food workers by causing two strings of Salmonella infections in New York between 1906 and 1922. This also raised awareness of the asymptomatic carrier. At least 47 infections and three deaths were traced to Mary Mallon, who in the second half of her career cooked for, and infected, a maternity hospital. However, inspectors focus on the cleanliness of floors, walls and ceilings. 5. New bacterial risks have been recognized since World War II; at the same time our culture has been restaurantized. The eating out trend exploded in 1970, Americans spent 34% of their food dollar eating out; by 1995 this had grown to 46%. In 1958, six major foodborne pathogens were recognized; by 1999, the CDC recognizes 28 major foodborne pathogens and over 200 diseases that can be transmitted through food. Food

safety interventions focus on cooking and cooling. The Centers for Disease Control state, Handwashing is the single most important means of preventing the spread of infection, but awareness is still limited. 6. Jack-in-the-Box outbreak (1992) creates a new awareness of risk and the importance of temperature control. More than 500 people developed E. coli infections and four children died. The foodservice industry recognizes the need for food safety training. Awareness of the at-risk population grows, but handwashing compliance remains low. HACCP begins to be talked about. 7. Creation of PulseNet (1996) resulted in more people looking for outbreaks. CDC scientists perform DNA fingerprinting to isolate the source of the outbreak. Increased knowledge again does little to change handwashing behavior. Positive identification of outbreak organisms and their source specific foodservice establishments and individual ill workers is now possible. 8. MarlerClark and the legal principle of strict liability defines risk in terms of dollars ($15.6 million in the Jack-in-Box settlement alone) and brand damage. Operators awaken. Industry responds with advances in temperature control and increased insurance. 9. Viruses join the bacterial enemies: Hepatitis A virus and a newly identified viral pathogen, Norwalk virus, later renamed norovirus which is tagged as the agent of 66% of the foodborne illness in the US. CDC's Vessel Sanitation provides a wealth of understanding from the cruise industry. The FDA emphasizes Active Managerial Control. 10. New research presents compelling data on preventing foodservice norovirus outbreaks through handwashing and hand sanitizing. July, 2007, Dr. C.L. Moe of Emory University and Lee-Ann Jaykus Ph.D. at North Carolina State publish new research data, helping to understand the risk of norovirus. Will foodservice management be motivated to raise hand hygiene as an operational priority?
Company Profile Introduction

Dettol, the brand synonymous with protection from germs, had for long been voted as Indias most trusted brand. In September 2008, the marketing team of Dettol was reviewing the brands performance in its 75th year of existence to formulate a threeyear plan. Dettols growth trend had been slow but steady over the years and a number of initiatives taken in the recent years had started yielding results. The brand started its journey in 1933 as antiseptic liquid, but over the years, it has been extended to a number of product categories like toilet soaps, liquid handwash, liquid bodywash, shaving cream and plaster strips. The growth trend in the last few years had been encouraging with shares showing an accelerated upward growth in most categories, but the team felt share gain could be much faster. The brand team decided to further build on the growth trajectory and set itself a visionary target that of doubling Dettols overall share in next three years in the combined market of the product categories it is present in (Antiseptic Liquid, Bar soaps, Liquid Handwash, Bodywash). The team knew that it had to address various challenges to achieve its ambitious target viz. consumers saw the need for germ kill only in specific situations, resulting in irregular usage and seasonality. The brand had to fight in a competing environment in which new variants and relaunches were used for driving growth, it was critical to determine what & where should be the business thrust to

optimize the marketing spend and further accelerate the brand growth.

Dettol, the flagship brand of Reckitt Benckiser was introduced in India in 1933. Since its launch the brand has become a household name in fighting germs and become synonymous with antiseptic lotion similar to Xerox in Photocopiers. It has been voted amongst the most trusted brands in India, and the brand celebrated its 75 years of protecting families from illness causing germs in 2008. Dettol is endorsed by the Indian Medical association. Reckitt Benckiser (India) Limited, formerly known as Reckitt and Coleman Limited, is one of the fastest growing companies in South Asia. The company has a number of brands in India, namely Dettol, Harpic, Mortien, Lizol, Cherry Blossom, Vanish, Easy Off Bang, Veet, Colin, Disprin, Strepsils, Clearasil and others. It has major presence in home and personal care, surface care, fabric care, pest control and health care. The company is present in 140 countries worldwide and Dettol is its 300 crore brand.

Company Background
Reckitt Benckiser India Ltd (RBIL) is a fully owned subsidiary of Reckitt Benckiser Plc., worlds No.1 Company in household cleaning. Reckitt Benckiser Plc came into being with the merger of Reckitt & Colman Plc with Benckiser NV in 1999. The company has operations in 60 countries, sales in 180 countries and has had net revenues in excess of $5.5 billion. Reckitt Benckiser India Ltd (RBIL) manufactures and markets a wide range of products in Personal care, Pest control, Shoe care, Antiseptics, Surface care, Fabric care and other categories. Amongst its many wellknown brands are 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. 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 wellstructured sales force, responsible for achieving sales for the entire product portfolio of more than 150 Stock Keeping Units (SKUs).

Brand Dettol
The brand Dettol was launched in India in 1933 in the Antiseptic liquid form as a treatment for cuts and wounds. For almost the first 50 years, Dettol was present only as an antiseptic liquid. Although it was being used in hospitals and nursing homes for first aid and disinfectant uses like cleaning wards, washing linen, 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 associationsfirst and foremost is its trademark smell. Who can miss the characteristic Dettol smell that has been the reassurance to many a childs 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 color. The third is the clouding effect that appears

when it is added to water. Dettols 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. Consumers see Dettol as an expert, as something which is effective and versatile and guarantees protection from germs. It has been likened to a bodyguard who protects them from the unclean and unhygienic outside world. The brands versatility stems from multiple uses of the antiseptic liquid which offers protection in so many different forms. Usage of the brand gives rise to many emotions in the consumers minds. From making them feel safe and secure about the wellbeing 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 brands tagline says Be 100% Sure. Over the years brand Dettol has been extended and has made its presence felt in a number of product categories. While Antiseptic Liquid was the category where the brand was born and where it continues to command a dominant market share of 85%, its revenue growth is significantly driven by its presence in the other product categories of toilet soaps(or bar soaps), Liquid handwash, Body wash, Shaving Cream and Plasters too (see Exhibit 1 for the complete portfolio). Each of these markets are at varying stages of evolution, so while in one market the brand as the leader had the responsibility of driving overall market growth, in other markets, the brand strategy had been to garner share. Fundamental to all the categories was existence/creation of a consumer need for germ protection satiated by Dettols trusted promise.

Markets for various categories The Antiseptic liquid market

The Antiseptic liquid market in India is estimated at Rs. 120 Crores in 2007(see Exhibit 2a for category sales). 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 (see Exhibit 2b and 2c for market share & pricing). Communication: Dettols communication in the initial years was via medical detailing material, print advertisement in popular press and medical journals. This was followed by TV advertisements centered on first aid application for many years. U&A study showed that while First Aid use in the households had a near 100% penetration, many homes were using it for secondary purposes. In order to exploit this potential in 2005, the message strategy saw a shift to communicating secondary usages like adding Dettol to bathing water, disinfecting the floors, nappy rinsing etc. In early 2008, the brands communication took another step forward with its Aapka Dettol Kya Kya 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. Antiseptic Liquid is a wellpenetrated market, given its use in first aid, and is sold in over 16 lac outlets in the country Over the years, the product has been extended for other disinfection uses like adding to bathing water, disinfecting baby nappies, adding to water while mopping etc. and at present secondary usage contributes more volumes of Dettol Antiseptic liquid than the primary first aid usage. Other Players in the antiseptic liquid market:

The Liquid Handwash Market

Dettol introduced the Liquid Hand Wash in 1994. It was known that many consumers use Dettol Soap for cleaning hands. Dettol Liquid Soap gave the consumers a soap in a more modern and convenient format for handwash. In hand washing, the need for germ protection is top most on consumers mind. Due to its early and continued efforts in building the segment and given the strength of the parent brand Dettol, this segment was historically dominated by Dettol Liquid Hand wash. The size of the liquid hand wash market is relatively small Rs. 59 Crores by end of 2007(see Exhibit 4a for market size in volume and value). Although incidence of hand wash in a day is quite high, penetration of liquid handwash is still low in India (estimated as 10% of all Urban House Holds in 2007), bar soaps being typically used for washing hands. The key reasons for low penetration of the category are expensive/low value for money. Amongst users, the motivators are protection from germs followed by convenience of use. Given category building efforts, the penetration has been showing a steady increase. Dettols major competitors in this segment are Lifebuoy, Palmolive, Savlon, Santoor, FEM, etc (see Exhibits 4b for brand shares). The segment is broadly split in two formats: i) Dispensing Format: Pump Packs ii) Refilling Formats: Refill sizes (varying from 200ml to 5 ltr) The category evolution has been based on the increasing penetration of the Pump pack over a period of time. The dispensing pack dominated the market with over 60% contribution (2005). Over the last three years, the refill segment has flourished as regular consumers repurchase the refill pack after entering into the segment via the Pump pack. However, the awareness for refill packs is still low. A large base of consumers still repurchases the Pump pack instead of using a refill pack 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. As the market evolved and the Pouch refill segment grew, all the other competitors entered the pouch refill segment in 2007. Similarly, the latest product innovation offering from Dettol has been the launch of the small pump pack, at a lower pick up price, in the first quarter of 2007. There are multiple product innovation opportunities from the international stable of Dettol hand Wash which the brand team is evaluating for future launch. As per consumer research, the number 1 category driver for hand washing has been need for protection from germs. Additionally, consumers look for product attributes like nice fragrance and softness. Another characteristic of the hand wash market is its disproportional dependence on the Modern distribution channel, ie. Selfservice stores. Close to 25% of the category business comes from this channel. The selfselect environment of the target consumer has multiple implications for the brand. Variants become a key driver for widening the consumer choice set in such a shopping pattern. Dettol Liquid Hand wash currently has three variants, namely, Original, Skincare and Sensitive. Other players also have multiple variants with Lifebuoy having four and Fem having eight. The liquid hand wash portfolio is sold via all three distribution channels of the company, namely: (a) Modern Trade selfservice channel (b) Direct Distributors in large towns (c) Sub Stockist network for reach into smaller towns. The distribution for both category and Dettol Hand Wash has been on a rising curve with more than three lac outlets stocking the hand wash segment

different products
DETTOL
Original Handwash Dettol Original Handwash leaves your skin reassuringly clean and healthy. Available in pump packs of 250ml and 135ml. Refills available in 185ml, 475ml and 900ml

Skincare Handwash Dettol Skincare Handwash gives your hands the trusted protection of Dettol along with moisturizers to help nourish your soft skin. Available in pump packs of 250ml and 135ml. Refills available in 185ml, 475ml and 900ml

Sensitive Handwash Dettol Sensitive Handwash with glycerine is clinically proven to be mild on skin. Its unique soap-free formulation ensures that your hands are clean and protected without any irritation. Available in pump pack of 250ml. Refills available in 185ml and 900ml

Fresh Handwash Dettol Fresh Liquid Handwash gives a Fresh and clean feel during handwash. All this while retaining the superior protection of Dettol. Available in pump pack of 250ml. Refills available in 185ml and 900ml

LIFEBUOY Suthol Santoor