Dettol Dish Washer

Be germ free stain free!!

DettolActi Kitchen

Dettol Active Kitchen Sparkler

Index

• History of Dettol• Introduction • Market Study• First look of Dettol Active Kitchen Sparklers• Attributes• Srenght and Threats• STP• 4 P’s• Distribution Channel• Advertisement Budget• Marketing Funda

History

• Reckitt Benckiser India Ltd. formerly known asReckitt & Colman India is one of the fastest growing consumer

goods company in South Asia.• In India it has many brands like Dettol, Mortein, Harpic,

Lizol, Cherry Blossom, Vanish, Veet, Colin, Disprin, Strepsils, etc.

• Dettol is an iconic brand of Reckitt Benckiser worth Rs.300cr.• It was launched in 1993 in India and Dettol has gained trust

of millions of Indian.• It has been consistently voted as ‘The most trusted brand’ in

India.• Dettol completes 80 years of protecting families from illness

causing germs .

Introduction

• Idea Generation-The basic determination point to launch a new product arises out of the idea generation .

• There are various sources of idea generation like customers, scientists, competition etc.

• Dettol advertising are always on a mother’s role in keeping the family healthy.....its time to payback to those mothers who are constantly committed and worrying about familiy health ....

• Hereby as a Marketing Head of Dettol, I take the opportunity to launch “Dettol Active Kitchen Sparkler”

75%

10%

10% 5%

Existing Brand Preferance

Vim Pril Dettol Others

Market Study

Rate of usage

Once

Twice

ThriceMore

Use/Day

Rate of Purchase (500ml gel)

5%

90%

5%

People

2 Weeks Monthly 2 Months

Price customer is willing to pay (500ml)

80-100 100-120 120 & above02468

1012141618

People

People

Basis of Research

Sample SizeNumber of Respondents-20

Survey done on- Women.

Age-15-60

MethodologyPrimary Data Collection Method by opting Random Sampling through

Questionnaire

Objectives• To understand the influence of product on consumer’s mind

• To analyse Market Potential • To understand the acceptance of the product• To find the rate of the product category usage

Conclusion of Research

• Experiment was conducted by collecting response of sample.

• Accordingly the product attributes have been designed and packaged, that falls in line with the analysed result obtained from research conducted.

Dettol Active Kitchen Sparklers

1. Trusted Dettol Protection for a truly healthy kitchen 2. Kills 99.9% of invisible germs on utensils & kitchen surfaces 3. Cleans & disinfects multiple surfaces like Dishes, Kitchen Sinks & Slabs 4. Leaves utensils sparkling clean 5. Dermatologically tested, safe on hands.6. Pocket Friendly.

Attributes

Strengths & Threats

Strength• The Brands germ-kill heritage

is seen as strong and adds on the trust worthiness

• Brand comes from reputed company Reckitt Benckiser Ltd.

• Has other products like antiseptic,sanitizers, hand wash etc.

• Dettol has high buyer readiness.

Threats• Other emerging players and

alternatives available.• Other players in anti

bacterial category.

Create Value for

Customers

Segmentation

Divide the total market into smaller

segments

Targeting Select target customers

Positioning Position the

market offerings in the minds of target

customers

STP

Segmentation

DemographicAgeSex

GenderIncome

OccupationEducationFamily Size

Family Life CycleReligionOthers

GeographicWorld Region

CountryMetro (city)

TownVillage

Population densityClimate Others

PsychographicSocial class

Life stylePersonality

BehaviouralBenefits

User statusUsage rate

Loyalty statusReadiness stage

Marketing FactorsAttitudes towards Product

Demograhic Segmentation-

Our product caters to following Demographic segments- Housewifes and working women Age 15 onwards Restaurant kitchens Office canteens Colleges and School Canteens Hostel mess Hospital Canteens Defence Mess

Geographic Segmentation-

Metros with high population: Mumbai Delhi Bangaluru Kolkata

Other 2 tier cities and Tourist Hotspots: Pune Chennai Indore Lucknow Hyderabad Goa Jammu&Kashmir Kerela

Psychographic Segmentation-

• Caters to people of multiple social class and strata.

• Usage does not depend categorically upon lifestyles because it can be used in all kitchens and places of cooking food products.

Behavioural Segmentation-

• The user status of the product could be any anything ranging from a housewife to a worker in a mess or a canteen.

• Dettol Kitchen Sparkler is a everyday use product.

• Hence such products can be termed as a customer loyalty product.

• Will appeal to people who are disinfectant freaks.

Targeting

• Housewives• Hotels and Restaurants• Other places with c food products are offered

viz. canteens &mess. • Appealing to people who are cleanliness

freaks.

Positioning

• Product Positioning is what comes to mind when your target market thinks about your product as compared to your competitors product.

• Product positioning is a crucial ingredient of buying process and should never be left to chance.

• It is an opportunity to influence markets perception towards your product.

• Dettol Active Kitchen Sparkler gives you germ free and hygienic

kitchen at a reasonable cost.• Ideal for dish wash• Trusted Brand over decades.• Introducing natural essence of Orange, Mint and Fennel (Saunf)

in a concentrated liquid containing natural products like vinegar and lime that removes stains and help keep your kitchen germ free .

4 P’s

Product:Dettol Active Orange+Features: The powerfu Gel removes

grease, food residues and kills germs to leave dishes sparkling new with an

essence of fresh orange for lasting a freshning effect.

Available in 2.5 ltr, 1ltr ,500 & 250ml bottle and also pouch.

Dettol Mint with Lemon Extracts

Features: Dettol Active Kitchen

ensures that what you cook healthy is also served healthy.

Germ free....Clean for Real. Feel the Cool effects of

MINT on each utensil. Available in 2.5 ltr,

1ltr ,500 & 250ml bottle and also pouch.

Dettol Acti-Lime with Essence of Fennel

Features: New Dettol Healthy Kitchen

Dish & Slab Gel concentrated formula with “Essence of FENNEL (Saunf)” has been developed to effectively cut through nasty kitchen grease and dried on food, while still offering Dettol's trusted germ protection.

Available in 2.5 ltr, 1ltr ,500 & 250ml bottle and also pouch.

Place

PricePrice of Products

Price Quality Strategy

High Value Product:-High Quality and Medium

price.

Dettol Product Qty Pack Price

Dettol Active Orange+

2.5ltr 1 ltr 500ml250ml

Bottle 305/-167/-88/-45/-

140ml Pouch 20/-

Dettol Mint with Lemon Extracts

2.5ltr 1 ltr 500ml250ml

Bottle 305/-167/-88/-45/-

140ml Pouch 20/-

Dettol Acti-Lime with essence of Fennel

2.5ltr 1 ltr 500ml250ml

Bottle 305/-167/-88/-45/-

Penetration

Survival

Profit Maximize

Growth

Pricing Strategy

Promotion

• Tie up with food joints and restaurants.• Tie up with cookery shows.• Hold exibitions.• Tie up with Food channels like “FOOD FOOD”.• Tie ups with Hospitals and Railways.• Free sample pouches with newspapers

and food and health magazines.

DISTRIBUTION CHANNEL

RADIO CampaignCost: 9-11lakhs

NEWSPAPERS & MAGAZINECost : 60 lakhs

TELEVISIONNational Commercial Channels for 45

daysCost:10-12 crores

E-Advertising

Cost: 5-6 lakh

Advertisement Budget

Marketing Funda

• My job as a marketer would be “To make people unhappy about what they already have and use and tell them how my product will make them happy and satisfied”.

Thank YouStay HealthyEnjoy Life!!