Dettol

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By Shraddha Shah Pradeep Dixit

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Dettol completes 80 years of protecting families from illness causing germs

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INTRODUCTION Dettol was first used in leading UK maternity hospital in the early 1930s. Shortly thereafter, in 1933, with the endorsement of medical profession, Dettol was launched to the general public. Dettol is the trade name for a line of hygiene products, manufactures by Reckitt Benckiser. As a brand, it is ranked the 48 th most-trusted one, in India by the Brand Trust Report 2011. Dettol has major presence in home and personal care, surface care , fabric care, hygiene and healthcare . It is a brand which offers a set of both rational and emotional benefits to consumers, who therefore perceive Dettol as being a ‘Doctor Friend’ to their families.

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HISTORY Dettol, the iconic brand from Reckitt Benckiser. Introduced in 1933, initially used for cuts and wounds, Dettol soon took a life of its own in every Indian home. It has been consistently voted as one of the 'Most Trusted brands‘ of India. Dettol completes 80 years of protecting families from illness causing germs. The brand has celebrated platinum jubilee in 2008.

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Antiseptic Liquid Hand Sanitizer Medicated Plaster Saving Cream with Fresh Fragrance Body Wash Soaps – Original, Skincare, Cool and Re-Energize Liquid Handwash – Original, Skincare, Sensitive and Fresh No Touch Handwash – Original and Cucumber

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APPROVEED BY INDIAN MEDICAL ASSOCIATION

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Antiseptic Liquid Dettol Antiseptic Liquid is a product, which has many uses for protecting the family from germs: Use with mopping water, to disinfect floors, completely. Use in washing laundry to disinfect the clothes. For first aid and personal care uses, Dettol Antiseptic Liquid must always be used, diluted with water. Available in a wide range of sizes from 50ml to 5 litre . However care should be taken while using Dettol, as it has potential for causing lethal toxicity. It is poisonous when ingested, and even when it is unintentionally inhaled.

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Dettol’s positioning in the consumer’s mind then was that of an emergency antiseptic product. A secondary usage came in the form of using Dettol for bathing, cleaning floors and shaving. The impact can be judged from the fact that 90 per cent of Dettol consumption came from its secondary usage. If one traces the history of Dettol, one can see that not much was done to promote it. When the first sign of stagnation prevailed, the company realized that it needed to be positioned beyond a cuts-and-bruises healer. Brand extension was the company’s next portfolio, and products came in the form of Dettol Soap, liquid handwash , plaster, shaving gel, body wash and talc.

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Reckitt Benckiser (India) ltd has decided to repositioning Dettol - its highest selling brand – from just premium to address the mass segment as well. Dettol liquid handwash has been rolled out in 135-ml packs priced at Rs. 38 across all three variants – original, skincare and sensitive. Dettol soap has been introduced in a smaller SKU of 35 gm priced at Rs 6. The move is part of overall strategy to address diverse consumer needs. Dettol is poised for a spate of brand extensions in the personal care space, including gels, sanitizers etc. Company has also rolled out many variants of Dettol but each of these would continue to occupy the brand’s Core Germ Protection Positioning . The Company recently concluded a Rs. 125 Crore capacity expansion exercise, with two new plants in Jammu and Sitargunj in Uttaranchal.

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The target market is all households (primarily mothers) who want to provide them and their family with a 100% anti-bacterial solution- complete protection from all germs / bacteria and cleanliness from dirt / grime. Geographic location Include almost all Urban, suburban, small town and some rural areas. Demographic Gender Male; female, mainly mothers Age 18 years onwards. Psychographics Young housewives and mothers who care about the health and well being of her family.

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Television is still the primary medium of advertising for Dettol Soap. Print also forms a crucial part of the communication strategy. Dettol soap advertisements first show the ingredient it contains and then portray the emotional benefit for the user. TV is the best media which shows how Dettol Soap keeps the user hygienically clean and protected. Dettol has devised a well approached media plan which covers almost all the major channels, which are covered through high frequency spots on all. The radio ad, has been derived from the TVC, with air time, on all mainstream channels. The next priority of Dettol is Print Media. Dettol soap has a very aggressive approach in print advertising in almost all the leading newspapers and magazines around the country. Hoardings. Online channels like YouTube. Kiosks at Malls.

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DETTOL SAVLON Savlon introduced as first aid solution. It is commonly used for treatment of mild scarring, some mild burns, cuts and bruises as well as skin healing treatment for spots. Dettol have always been positioned as a 100% germ fighter with germ fighting and protection as the core value. From its launch to 1980's the brand had a dream run with virtually no competitors. Later on savlon introduced antiseptic liquid , which didn’t succeed like D ettol .

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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?'

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Dettol has launched Dettol Surakshit Parivar, a nationwide campaign, in association with the Indian Medical Association (IMA). The objective of this campaign is to generate awareness that good hygiene practices are essential to reduce the risk of infections, particularly for those, who are most vulnerable to illness such as infants and children. The Programme is being undertaken at three different levels – New Mother Programme , School Handwash Programme Hospital Programme .

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First to enter the market. Product diversification. Customer loyalty. Continuous innovation. Over the years, even as Dettol’s product bouquet has grown, the trusted protection has remained the same. 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. Consumers have described Dettol as the ‘King of Germkill ’ and, for many people, it is the first thing that comes to mind on getting a cut or a wound. Liquid Dettol is today synonymous with the liquid antiseptic market.

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Reckitt Benckiser’s objective is to generate above Industry average profitable growth by: Focusing on building the power brands in high growth categories. Geographic expansion of the portfolio. Continuous innovation. Higher investment in brand building. Margin expansion and cash conversion to fund reinvestment in core products.

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Dettol should be perceived as an ‘everyday soap’. Other main players in the antibacterial soap category (Safeguard and Lifebuoy) have positioned their brands for everyday use against bacteria-Dettol soap positioning lacks that desired everyday benefit and experience. The company should attend the following issues: Smell Effect on Skin – should not be harsh and make the skin dry Soap should make satisfying lather. Shape to be user-friendly. Awareness of the variants should be created in a market. Brand should be perceived as a dynamic, innovative and contemporary. Company should leverage the powerful brand equity, associated with Dettol Brand, to make Dettol soap and everyday use proposition.

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First aid 100% sure Germ free healthy safety infection care Knee scar

Thank you be healthy….:

Thank you be healthy….