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Business Strategy

Dettol aims to expand its portfolio of hand wash and sanitizer products to capitalize on high growth in the hand wash market since the pandemic. Its objectives are to generate industry average profitable growth by focusing on power brands, geographic expansion, continuous innovation, and higher brand building investments. Dettol faces competition from Lifebuoy, Savlon, and Bactrol. It targets urban middle-income mothers aged 24-38 who prioritize family health. Its media strategy combines owned media through its website and social channels, paid media like TV, online ads, and earned media using influencer campaigns.

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Ramlah Ejaz
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46 views2 pages

Business Strategy

Dettol aims to expand its portfolio of hand wash and sanitizer products to capitalize on high growth in the hand wash market since the pandemic. Its objectives are to generate industry average profitable growth by focusing on power brands, geographic expansion, continuous innovation, and higher brand building investments. Dettol faces competition from Lifebuoy, Savlon, and Bactrol. It targets urban middle-income mothers aged 24-38 who prioritize family health. Its media strategy combines owned media through its website and social channels, paid media like TV, online ads, and earned media using influencer campaigns.

Uploaded by

Ramlah Ejaz
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Business Strategy

Business Overview

Hand wash market is seen and further predicted to grow at a rapid rate over a period of 2020-2030
especially after corona virus. Dettol is a trusted band for trusted protection by all mothers. It is
endorsed by Bangladesh Private Associations in 2011. Today, Dettol has entered many homes and
touched so many lives providing them comfort and protection.

Consumers use Dettol in multiple ways and the brand has grown with introductions in synergistic
segments like Bar Soaps, Body wash, Liquid Hand Wash & Hand Sanitizer.

The Dettol Antiseptic Liquid has been a household name for the family mainly used for first aid and
personal care uses. Expanding the portfolio RB have Dettol soaps, easy to hold and in three variants
including Dettol Original, Dettol Cool and Dettol Skincare. Dettol liquid hand wash provides 10 times
better protection and Dettol Instant Hand Sanitizer assure us of 99.9% germ kill, rinse free and ideal for
the entire family.

Objectives:

Dettol’s objective is to generate 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

Impact the mindsets to shift from soap to liquid hand Wash

Create the image of Dettol, being 99% germ killer and how extra protection can be done using
hand wash

Competitive Analysis
There was no direct competitor of Dettol soap at the time of launching; but today two brands are
directly competing Dettol; Lifebuoy (Unilever), Savlon (ACI). Bactrol (Kohinoor
Chemicals Limited) is also direct competitor.
Market demographics (Geographic, demographics, behavioral factors):
The target markets analysis of Dettol soap is good.

Geographic location:

Include almost all Urban; suburban and areas with population of middle income level. In top most urban
cities of Paksitan.

Demographics:
Gender female; mainly mothers

Age 24 years to 38 years

Socioeconomic status:

Mainly targeting middle class and upper middle class in urban and sub-urban areas – primarily cities and
surrounding areas. Dettol will be serving to high end areas and stores since it aims to target A+ category
as well.

Psychographics:

Young housewives and mothers and those who cares about the health and wellbeing of her family.

Mothers who are more concerned about the health and prefer trusted quality over price and other
factors.

Types of Media:
For Dettol hand wash, we will be using a mix of media strategies;

Own Media:
Dettol is a well-recognized brand that will have well endorsement on the company’s website. A separate
Instagram page will be created for dettol’s handwash and content will be consistently uploaded on the
pages and website. This will have informative blogs, events, newsletter and testimonials.

Paid Media:
Since Dettol aims to reach a higher audience, they would go heavy with the advertisement on online
platforms. A Tv commercial will be displayed on some news and entertainment channels on prime time
which could directly impact the decision maker. The online ads will be placed on Youtube, facebook and
websites.

Earned Media:
Earned media has also become very essential during these times. We could use some Instagram
influencer and celebrities with good reputation and social media following. Certain campaigns will be
launched for a couple of weeks using these endorsers and hashtags will be used to make it a trend.

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