Dettol is a germicide brand launched in 1933 in the US and 1936 in India. It has experienced significant growth, with turnover increasing from 30 Cr in 1991 to 400 Cr in 2007. Dettol offers a wide range of products including hand wash, soap, shaving cream, body wash, and liquid antiseptics. It has the largest market share for antiseptics and liquid soaps. Dettol targets new mothers, schools, and hospitals through education programs on hygiene and immunization. It advertises through print, television, and outdoor media. Dettol positions itself as always providing protection and has packaging associated with hospitals. It has over 80% market share in India.

1. Presentation on Dettol
By- Anita Sharma

2. INTRODUCTION
• Decision to launch, 1932, by the name of
PCMX
• Was launched in 1933 in US as Dettol, the
germicide
• Launched in India in 1936
• Turnover: 1991- 30 Cr, 2007- 400 Cr

3. Vertical and
Horizontal
extension

4. PRODUCT MIX
SHAVING BODY LIQUID
HANDWASH PLASTER SOAP
CREAM WASH ANTISEPTIC

Dettol 
Dettol 
Dettol Soap 
Dettol shaving 
Dettol Body 
Dettol antiseptic
Hand Wash plaster cream Wash liquid
Original Original Original Original Dettol
70gm
antiseptic
200ml

 
100gm 
125ml liquid

250ml

120gm

1000ml 
50ml

200ml
Skincare Skincare Skincare 
500ml

200ml

70gm 
125ml

250ml

120gm

1000ml
Sensitive Cool

200ml

70gm

250ml

120gm

1000ml

5. Market sHare
Det t ol - Mar k et Shar e
100%
80%
% Market share
60%
40%
20%
0%
Antiseptic Soap Liquid soap
Product Segments

6. COMPETITIVE PRICING STRATEGY
Soap
Dettol Savlon Medimix
Price Quantity Price Quantity Price Quantity
16 75g 16 75g 12 75g
26 125g 24.5 125g 17 125g
Liquid Soap
Dettol Fem
Price Quantity Price Quantity
55 250ml 55 250ml
Shaving Cream
Dettol Old Spice Palmolive
Price Quantity Price Quantity Price Quantity
22 30g 24.5 30g 19.5 30g
37 70g 37.5 70g 36 70g

7. PROMOTIONAL STRATEGIES OF
DETTOL
Dettol Surakshit Parivar initiative on, Reckitt Benckiser will target new
mothers, schools and hospitals in six metros - Delhi, Mumbai, Kolkata,
Chennai, Bangalore and Hyderabad.
The programme will mean getting in touch with 1.2 million
new mothers, 300,000 students and 250 hospitals across
the country
Reckitt Benckiser aims to target those who are most
vulnerable to infections. Thus, new mothers will be presented
with a vaccination chart with tips on how to keep the new-born and its
surroundings germ-free, along with a free bottle of Dettol antiseptic.

8. Contd.
School students will be educated in the
importance of washing their hands before eating.
The hospital programme will mean reaching out to hospitals
and nursing homes where programmes will be conducted
with nurses and staff to keep the environment germ-free.
Health messages on first-aid and immunisation will also be
displayed.

9. Way of adVertising

Print Media
-Newspaper
-Hoardings

electronic Media
-TV Commercial

10. THE SEGMENT

Demographic –
Literate People
Consumption depend upon family
•
Geographic
Urban- High Consumption
Rural- Low Consumption

11. The Targeting

They targeted first aid use in households in
urban areas

They are targeting literate people 

Many hospitals and clinics use it for
secondary purpose in semi-urban areas
and small towns.

Mothers use it for washing households
clothes.

12. The Positioning

Tag line- “Always Stay Protected”

Dettol covers whole segments in terms of
age, gender, and geographical area 

Packaging “green and white” associated
with Hospitals and clinics

Has 83% share in market

13. Competitors

In liquids

In soaps

In hand wash liquid

14. HaVe a HealtHy tiMe

and tHank you