Dettol brand perception

1. TEAM-2
DETTOL
CASE STUDY

2. https://www.referralcandy.com/blog/dettol-marketing-strategy/
86% in
2020
1933
1981
1990
1991
1996
2000
2002
2019
2010
Amber gold colour
sword on the logo
‘clouding’ effect
Dettol like smell’
Competitors
•Lifebuoy
•Safeguard
•Savlon
•Hindustan Unilever
•Henkel-Jyothy (Pril and Exo)
CSR Activities

3. Demographi
c segmentat
ion
Product
• Targeted mainly the women and children
group
• 30 products
Price
• Value pricing
• Neither too high nor too competitive
• Some products costs less than
competitors
Place
• Modern trade – self-service channel
• Direct distributors in large towns
• Sub stockist network for reach into
smaller towns
• More than 150 stock keeping units
Promotion
• ATL includes print media, social media,
newspapers, radio
• Packaging
• Well-known personalities
Product
specializati
on strategy
Protectio
n from
germs

5. What is the true brand identity of
Dettol?
We can represent the brand identity of
Dettol brand using kapferer’s brand
identity prism

6. Physique:
 Green labelled glass bottle
 Brown coloured liquid
 Characteristic smell
 Stings on application
Personality:
 “IN-HOUSE DOCTOR”
 Cures the patient rather than make him feel
good
 Very strong unique antiseptic platform
Relationship:
 Dual platform of functionality and
emotion.
 100% germ fighter
 Protection for loved ones
Culture:
 Deep rooted values lies in its
superior composition and healing
values
 Tangible through the odour and
sting
Reflection:
 Image of responsible and loving housewife
 Protection and security of her family is
utmost importance
Self -Image:
 Instant protector of the family at the time of
bruises and minor accidents
DETTOL
BRAND
IDENTITY
PICTURE OF SENDER
PICTURE OF RECIEVER
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7. Dettol Soap -It was first introduced in the early 1980s as a family soap.
However, its posture did not align with Dettol's main selling point: germ-
fighting and protection.
As a result, Dettol soap was a flop on the market.

10. The corporation quickly realised its error and repositioned
itself in accordance with its core values. The brand was
reintroduced as a "100% bath" soap. Brand
communication stressed effectively on the need to have
a cent per cent bath, not a superficial one, because of
dirt and grime to which one is exposed in daily life.
The result: Dettol soap became one of the top-selling soaps
in India.

11. Dettol promoted its brand with two propositions. They are
functional and emotional. In functional aspect it was promoted
as antiseptic protection from gems and healing wounds. And
emotional aspect was it was portrayed as mothers love and
care with treating minor wounds of children and family
members. This impacted the sales of dettol soap as at first it
was launched as a cosmetic product. Dettol realized this and
marketed their product as 100% gems protection.

12. After that sales are started to increased and awareness among
customers increased regarding their health and environment.

13. The company has also launched Dettol body wash in three variants :-
Original, Skincare and Cool. The objective was to tap the comfort conscious
customer who wanted more than just as soap for a daily bath. The product
was priced higher and targeted at upper class customers.
Dettol Liquid soaps further helped the company to move the dettol brand
out of first aid boxes in to households. Over all the years dettol's presence
in the liquid soap segment grew rapidly and it established a clear market
leadership.
DETTOL LIQUID SOAP

15. Dettol gold floor cleaner was another brand extention
1st marketed in Kolkata and Chennai in 2002
Rejection of Dettol floor cleaner

16. They belived that Dettol gold would
become a branded substitute for Dettol
antiseptic
The company backed the product with
adequate marketing supoort

17. What are the positive and negative impacts that the
numerous extensions had on the parent brand Positive
impacts :
1. Range of products
2. Good quality
3. Concentrated on health and the well being of their
customers.

18. Negative impacts :
1. Diluted brand meaning
2. Gave confusion
3. Couldn’t keep up in the aspect of beauty
4. Innovation

19. SUCCESSFUL Liquid hand
wash
Original soap
FAILED Floor cleaner Body wash Shaving
cream
Skin care Talc Medicated
plaster.

21. Thank You !