Consumers buy products;

they choose brands!

What does a brand convey?
A brand can convey up to 6 levels of meanings:
Attributes
Benefits
Values
Culture
Personality
User
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, Harpic, Mortein, 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 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
 HISTORY

Dettol, the iconic brand from Reckitt Benckiser.

Dettol is Rs 300 crore brand of Reckitt and Benckiser formerly .

It was launched in 1933 in India

It has been consistently voted as one of the 'Most trusted brands' of

India.

Dettol completes 75 years of protecting families from illness causing

germs.

Moving forward towards becoming a 1000 crore brand

PRODUCTS UNDER BRAND

APPROVED BY INDIAN MEDICAL ASSOCIATION

DETTOL-ANTISEPTIC LIQUID
Antiseptic Liquid : Dettol Antiseptic Liquid is a proven
safe and effective antiseptic that kills various bacteria and
provides protection against germs which can cause
infection and illness. It has more than 83% market share.

It can be used safely for gentle antiseptic wound

cleansing and disinfecting.

The brand is currently running a campaign highlighting

the efficiency and the multi-uses of the product.
USES OF DETTOL
Antiseptic Liquid  

Use with mopping water to disinfect floors completely

Use in washing laundry to disinfect your clothes

For first aid and personal care uses

A complete healthy protection

 safety
healthy
care

First aid Knee scar

100% sure
infection

Germ free smell

The awareness pyramid

Dominant

Top of mind

Unaided awareness

Aided awareness

Unaware of the brand

Building brand equity
Brand Elements
Marketing Programs involving 4Ps
Leverage of Secondary Associations

Brand Awareness Brand Associations

Depth Strong
- Recall Relevance,Consistency
-Recognition Favourable
Breadth Desirable, Deliverable
-Purchase Unique
-Consumption Point of parity, Point of
difference
13
Which products are demanded by the customer under
the brand name Dettol
Retailer Info on Product Sale

Shaving cream
8%
Plaster Soaps Soaps
8% 23% Antiseptic Liquid
Liquid Handwash Liquid Handwash
15% Bodywash
Plaster
Shaving cream

Antiseptic Liquid
46%
Who gives the best support in respect of
advertisements and consumer awareness campaigns
while promoting their brand

Advertisement and Promotions

Savlon
23%

Dettol
Savlon
Dettol
77%
Retailer’s perception and behaviour of his customers
to him

For antiseptic solution

For Soaps category
Purchase
another
23% brand 38%

8% Wait for
the brand 54%
69%
Goes to
other retail 8%
outlet
Benefits derived from Brand Equity
Very generic brand to the antiseptic category and hence
creates brand associations.

Positive impact on out-right sale of Dettol Products.

It became easier to extend this brand equity and launch other

products like soaps and shaving cream.

Success of Dettol soaps, due to a strong association with

Antiseptic property only.

Increased brand awareness and brand loyalty for the antiseptic

as well as other products.
Factors contributing to negative Brand
Equity
Dettol could not capitalize on its brand equity to some of the other
products like Talcum Powder

If the major product has certain core properties, then the consumer
develops a certain expectation from other products as well.

Dettol has such a strong association with safety and hygiene, that people
perceive every product of dettol in that sense only and cant think of dettol
as a beauty or cosmetic product.

Brand extensions of Dettol has not been very successful

Would a housewife, who is being urged to use Dettol Junior as a protective

soap for her child or use Dettol shampoo on her hair, agree to use the same
brand to clean her floors
Challenges before Dettol
Dettol antiseptic liquid is under pricing control of a
Govt. authorized body.
Communications centred around first aid and a
disinfection brand