1. CONSUMER
BEHAVIOUR
Bharti Bhagwani
(05)
Anurag Mahendra
(08)
Rahul Gupta (15)
Manish Kumar
(29)
Saurabh Sharma
(46)

2. Reckitt Benckiser

3. RECKITT BENCKISER
• It is a subsidiary of Reckitt Benkiser Plc which is the
worlds No.1 company in household cleaning.
• The company came into being with the merger of
Reckitt and Colman Plc and Benkiser NV in the year
1999.
• The company has operations in more than 60
countries, sales in 180 countries and net revenues of
5.5 billion.
• It manufacturers and markets wide range of
products in personal care ,pest control, shoe care,
anti care, surface care etc.
• Dettol, Lizol, Harpic are some well known Brands
for this company.

4. AWARDS & ACHIEVEMENTS
• In 2012, RB was commended by the Carbon
Disclosure Project (CDP) for its work on reducing
emissions and mitigating the risks of climate
change
• In 2010 RB achieved Platinum ranking in the
Business in the Community Corporate
Responsibility (CR) Index, a status the company has
consistently achieved since 2005
• In the United States, RB was one of 40 companies
awarded Champion Status in the Safer Detergents
Stewardship Initiative (SDSI) in 2008

5. Dettol 1

6. INTRODUCTION
“ Dettol started its journey as the cuts and
wounds brand in the country. Over the years it
has taken over the role of protector from
germs in every situation.
“ 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 rational and
emotional benefits to consumer, who therefore
perceives it as ‚Doctor Friend‛ for their
families.
“ Currently, it is a 900 crore Rupee Brand

7. HISTORY
“ Dettol was first used in UK maternity hospitals in
the early 1930s, shortly in 1933, with the
endorsement of medical profession, it was
launched to the general public.
“ Launched in 1933 in India in the Antiseptic liquid
form as a treatment for cuts and wounds.
“ An Iconic Brand of Reckitt Benckiser.
“ Consistently voted as the Most Trusted Brand in
India, currently ranked 48th.
“ The Brand completed 79 years of protecting
families from illness causing germs recently.

8. Awards & Achievements
• Ranked at No.4 at the top 50 Social marketers
awards in the year 2010.
• Won readers digest ‚most trusted brand‛
award for the year 2011.
• It is the No.1 brand in antiseptics outside north
America.
• In Indian market with a share of more than 85%
it is leading the pack as far as antiseptic lotion
industry is concerned.

9. CHARACTERISTIC
S
‚Consumers recognize the smell,
enough to refer to a medicinally
clean room as ‘Dettol like smell’.‛
Smel
Taglin l Amber gold
Bee100% sure colour
Color
association
The Clouding
Logo
Has SWORD: a symbol Effect
That appears
for fighting germs when added
and infection Dettol’s to water
Packaging
The Green and White colors are
associated with hospitals

10. Dettol 2

11. MARKET SHARE
5.900%
8.10%
DETTOL
SAVLON
86%
OTHERS

12. SEGMENTATION
• Target group : Dettol is a product for
the whole family. Everyone from a
kid to the grandfather can use the
antiseptic liquid for various purposes.
• Lifestyle: Dettol has segmented our
modern days lifestyle which is more
outdoors, unhygienic, and bacterial.
So for the hygiene seeking consumers
,Dettol has come up with the
antiseptic liquid for laundry, wounds

13. BEHAVIORAL SEGMENT
• Benefit : It appeals to the customers who
expect a solution with very effective
antiseptic properties for cleaning
wounds, laundry, and house cleaning.
• User Status : It had targeted both the
brand and category users 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.

14. TARGETING
• Product specialization ” Single
product type for all markets.
• Single type of antiseptic liquid for
all markets like :
household, laundry, hospitals, etc.
• It’s of a very universal nature, so
targeting is done keeping in mind
the entire section of consumers
irrespective of their markets.

15. POSITIONING
• Used in hospitals and nursing homes for
first aid and disinfectant uses like
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
• All Dettol products have a sword on the
pack, which is a symbol for fighting
germs and infection.

16. POINT OF DIFFERENTIATION
POINTS OF PARITY : : Dettol produces
Dettol is an antiseptic stinging
liquid which is used to sensation, turns cloudy
prevent germs. in water and has a very
strong smell.

17. STRENGTHS WEAKNESSES
1. High market share of 1. Limited penetration in rural
antiseptic liquid. markets.
2. Brand loyalty. 2. Competition from other
3. High quality at affordable similar products means stagnant
prices. market share.
4. The brand’s Germ-kill heritage 3. Burning sensation of Antiseptic
is strong and adds on liquid.
trustworthiness.
OPPORTUNITIES
1.Leverage the powerful brand THREATS
equity associated with the Dettol 1. Many strong players in the
Brand to make it an everyday use antibacterial category .
proposition.
2, Aggressive Competitors in
2. Tie-ups with
terms of Pricing, Packaging and
schools, hospitals, hotel chains
Promotions.
etc
3. Better penetration in rural
markets.

18. PERCEPTUAL MAPPING
High
Quality
Low High price
price
Low Quality

19. VALUE CHAIN ANALYSIS
• Shifted its ideology from focussing on
brand to focussing on customer.
• Dettol has communicated to the
customer about the excellence of its
product and brand at different steps on
emotional as well as rational route.
• The brand has extremely high customer
devotion.

21. PRODUCT LEVELS
• CORE BENEFIT: Dettol Liquid acts as an
Antiseptic Solution to consumers for
hygienic purposes.
• BASIC PRODUCT: Dettol Antiseptic Liquid
mainly comes in glass bottles and is
Brown in colour. It is available in sizes
from up to 50 ml to 500 ml.
• EXPECTED PRODUCT: Dettol Antiseptic Liquid
is supposed to provide antiseptic relief to
consumers. The consumers await the
burning sensation when applied on cuts.
• POTENTIAL PRODUCT: Dettol can come up

22. PRICE
Quantity Dettol Savlon
50 ml 12 13
100 ml 21 24
200 ml 33 42
500 ml 74 83
1000 ml 149 165

23. DISTRIBUTION PROCESS
MANUFACTURER SKU’S DISTRIBUTOR RETAILERS CUSTOMERS

24. 1. MANUFACTURER : Manufacturing plant is located at Mumbai
in Marwa road. Manufacturer produces on a average 6000 ”
8000 kilolitres annually for sales.
2. S.K.U OR C&F AGENTS : It act as moderator between
distributor and manufacturer. Company itself has
established their warehouse where they keep their
products and then S.K.U. distribute it to the market.
3. DISTRIBUTOR : It is the most essential link between
retailer and manufacturer. They enjoy a higher level of
expertise, respond more quickly and have more local
knowledge than manufacturer.
DETTOL DISTRIBUTOR : PK AGENCIES Profit margin is 3 -5 %
Distributor work according to ACP(area chart plan)
decided by company and distributor sales personnel. It is
located in SADA SHIV PETH.
4. RETAILER : It is the final link where companies effective
marketing strategy will decide the demand and will make
the public aware of its existing product as retailers are
medium for product display. They have a profit margin of
7-8% over dettol.

25. PROMOTIONAL STRATEGIES
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. Starting
then and till now, Dettol
advertising has been focusing on the
role of a mother in protecting her

26. PROMOTIONAL TOOLS
Aapka Dettol Dettol
Television kya karta hai surakshit
campaign parivar
Seasonal 100%
Internet discounts Attendance
and combos awards
Situational
Advantages

27. DIVERSIFICATION

28. • Soaps : Includes many variants such
as Original, Skincare, Cool, Re-
energize
• Handwash : Liquid Hand wash with
antibacterial properties available
in different varients
• Body wash : available for both men
and women.
• Shaving Creams : Cool and
fresh, these two varients are
available.
• Hand Sanitizers : Water free hand
sanitizers available in the market

29. DECISION MAKING PROCESS
PROBLEM RECOGNITION
INFORMATION SEARCH
EVALUATION OF
ALTERNATIVES
PURCHASE DECISION
POST PURCHSE BEHAVIOR

30. PRIMARY RESEARCH

31. Age
3%
20%
less than 18
18-25
25-35
77%
Annual Income
21%
Less than 3 lacs
3 lacs - 6 lacs
54%
6 lacs or more
25%

32. What comes to your mind when you How frequently do you buy antiseptic
think of antiseptic liquid ? liquid ?
3% 3%
27%
Dettol More than once a month
Sevlon 50% once a month
Others in 2-3 months
93%
23%
Reason for the use of dettol ?
When do you use an antiseptic liquid ?
8%
23%
24%
Doctor's Suggestion
Only on wounds Trusted Brand
17% 59% Burning Sensation
Everyday
In kitchen or cleaning
69%

33. Which product has better packaging ? Factors affecting buying behavior
60% 57%
50%
43% 3%
40%
13%
30% Which product has better 50% brand name
packaging ?
20% Hygiene Factor
34% price
10%
Friends & Family
0%
Dettol Savlon
Price affordability
60% 56% do you think dettol saves you from
50%
germs ?
44%
3%
40%
30%
Price affordability
20%
Yes
10% No
97%
0%
Savlon Dettol

34. Does brand having Indian Medical Would you recommend Dettol to
Association affects your Buying behavior ? others ?
0%
19%
9%
Definitely Yes
May be
34% Yes No
81%
56%
May Be
No
Consumer Awareness
26%
44%
TV
8% Newspaper
Internet
Friends/Family
21%

35. RESEARCH FINDINGS
• Dettol is the first name that comes to
consumers’ mind when they think of antiseptic
liquid
• Consumers don’t buy this product that
frequently , purchase in 2-3 months’ time
• Mostly used on wounds
• Savlon is the closest competitor and has
better packaging than dettol
• Savlon is more affordable as compared to
dettol
• Brand name and hygiene factors affect the
most of product purchase
• Consumers think that dettol saves them from
germs
• TV and newspaper are the most reliable
awareness source

36. RECOMMENDATIONS
• More usage awareness is required to
increase the usage of product
• Since consumer trust the brand dettol
should try to increase the brand value
by csr activities and other campaigns
• Packaging should be improved
• Price should be reduced or more SKUs to
be introduced
• Dettol to be communicated as a product
that saves from germs
• IMA certification should also be
communicated since it creates trust

37. TVC

38. THANK YOU