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Dettol Final

This document discusses Dettol brand extensions in India. It provides background on Dettol's parent company Reckitt Benckiser and its operations. It then analyzes several of Dettol's past brand extensions, classifying their success or failure. Extensions like the Dettol soap bar and liquid soap were successful because they had a strong fit with the parent brand's positioning as a germ-killer. However, extensions in categories like talc, mouthwash and floor cleaner failed because they did not align well with consumers' perceptions of Dettol. The document concludes by recommending which extensions the company should keep promoting and which it should remove from its portfolio.

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Jacob Mathew
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187 views21 pages

Dettol Final

This document discusses Dettol brand extensions in India. It provides background on Dettol's parent company Reckitt Benckiser and its operations. It then analyzes several of Dettol's past brand extensions, classifying their success or failure. Extensions like the Dettol soap bar and liquid soap were successful because they had a strong fit with the parent brand's positioning as a germ-killer. However, extensions in categories like talc, mouthwash and floor cleaner failed because they did not align well with consumers' perceptions of Dettol. The document concludes by recommending which extensions the company should keep promoting and which it should remove from its portfolio.

Uploaded by

Jacob Mathew
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Dettol : Managing Brand

Extension

Presented by
Aditya Utla
Jacob Mathew
Mahesh Rao P B
Rajat Srivastava
Ritvik Bharat
Sayan C
Sebin Devasia
Saswata Biswas

Reckitt Benckiser PLC


Britishmultinationalconsumer goodscompany
World's largest producer of household cleaning

products and a major producer of


personalproducts and consumer healthcare
Operations in around 60 countries and its
products are sold in almost 200 countries.

Reckitt Benckiser India


Limited
Subsidiary of Reckitt Benckiser
Established in 1951
Operation in 60 countries and sold 180

countries
Contributed 4% global revenue of RB group
Turnover 3871 m pound and net profit of

586 m pounds

Product Portfolio

RBIL
Househ
old
product
Fabric
care

Surface
cleaner

Pest
control

Over
the
counter
Air
Freshen
er

Lavator
y care

Anti
septic
cream

Ointme
nt

Analges
ic

Summer
advertiseme
nt

Monsoon
advertisemen
t

Winter
advertisemen
t

Dettols Current Brand Extensions


Soap Bar: Success
Parent Brand Positioning: Utilitarian & Emotional appeal
First Launch: Failed: lack of fit with parent Brand: Positioned with Emotional Appeal only
Re launch: Success: Good fit with parent brand: 100 % germ fighter
Lackluster Performance: High degree of competition

Liquid Soap: Success


Body wash, hand wash
Order Of Entry: Niche Market: Upper class customer: comfort conscious
consumer
Aggressively Marketed
Medicated Plaster : Failure
Launched to Compete against the competitor J&J to protect its Cash cow Product i.e. Dettol
Antiseptic thus low on Marketing Budget
Strong Fit with Parent Brand
Small Market consumer involved in traditional methods of healing wounds
Intense Competition from J&Js Band-Aid & Bierisdorfs Handyplast

Dettol Talc: Failure


Lack of Fitment with the Product Category
Consumer Behavior: Lingering Fragrance of a Talc
Consumer Association with Dettol: strong Medicinal smell

Dettol Mouth Wash: Failure


Gap in Awareness of Consumer Behavior
Actual Positioning: Germ Killer, Required Positioning: Prolonged Fresh Breath
Parent Brand Association with External usage only & the Product extension required
internal Brand association

Dettol Floor Cleaner: Failure


Traditionally Consumer used Dettol with water
Lack efforts to change consumer usage behavior
Heavily marketed and positioned as cleaner with germ killing and thus protects Family
from Illness
Strong fit with parent brand

Dettol Shaving Cream: Failure


Medium on Close Fit parameter
High on Utilitarian Benefit but Low on cosmetic Benefit
Low on marketing efforts

What Dettol Meant to People


Safety
Healthy

care
Knee scar

First Aid

Infection

100% Sure

Germ Free

Smell

Brand identity Dettol brand


Brand positioning Premium Antiseptic platform
Trusted brand
AC Nielsen survey
Economic Times Brand Equity survey
Both functional and emotional proposition
Functional proposition Antiseptic protection

from germs
Emotional proposition Mother care
History of being used as an antiseptic
Perceived strong on contact with skin, medicinal
smell and colour

Dettol Soap Success


Initially a failure
Market share in 1986 only .5%
Positioned on Love and Care
Not able to relate to hygiene and germ check

image of Dettol
Relaunched as 100% germ fighter
Growing health and environment awareness

among masses contributed to growth

Positioning of Dettol liquid soap in


market
The key differentiating factors
Hygiene
Price
Fragrance
Freshness
Comparison
Price vs hygiene
Consumers perceive Dettol high on hygiene along

with Lifebuoy .
In terms of pricing Dettol is closely grouped with Fem
as a premium category

Fragrance vs Hygiene
Dettol is considered moderately fragrant.
Grouped with Lifebuoy and Liril in terms of fragrance
Fragrance vs Price
Dettol is grouped together with Lifebuoy and Liril in

terms of fragrance
While it is priced more than both Liril and Lifebuoy
Freshness vs Hygiene
In terms of fragrance Dettol is perceived to be high on

freshness factor only trailing behind Lux as compared


to other brands
While it scores high on hygiene

Perceptual Mapping
Freshness vs Price
Dettol and Fem are perceived similar in terms

of freshness
Priced higher than its closest rival Lifebuoy
Freshness vs Fragrance
Dettol and Lifebuoy are similar in terms of

fragrance as both are moderately Fragrant.


Dettol scores low on Freshness as compared to
Lifebuoy, Liril and Fa but higher than Lux and
Fem

Dettol Gold
Backed product with adequate marketing support
High brand visibility low product visibility
Product Dettol gold floor cleaner not explicitly

mentioned in the ad
Mothers could not differentiate between Antiseptic

liquid and floor cleaner


Same brand for body use & floor cleaning use could

have been unacceptable

Impact of brand extension

Enter new market


and customer
acquisition
Leverage brand
equity
Reduces perceived
risk
Increase brand
loyalty

Dilute brand equity


Failure impacts
brand image
Brands could be
shadowed by
parent brand image

Which extensions should the company keep and


which extensions should it delete from portfolio ?

Dettol Bar Soap


Dettol original is
competing hard in
the market with a
good sales and
market share

After the
introduction in the
market in 1995, it
showed at least 10
times sales where
the variants failed

Dettol Deo initially


got a 12 times
hike in sales but
became onefourth in the very
next year

Drastically sales
drop happened in
Dettol Extra,
Dettol Fresh
Fragrance, and
Dettol Junior

But Dettol
Skincare and
Dettol Cool is
doing good

Dettol Talc
Dettol Citrus Fresh and Dettol
Fresh Fragrance had market
share of less than 1%
Even though it had a pleasant
fragrance, consumers
believed it had its typical
medicinal smell
Sales dip was 91 %

Liquid Soaps & Body Wash


Dettol original handwash with a 28 % market
share and huge sales hike, getting proved as a
star

Compared to 94, the sales has been


30 times in this category
Dettol Body wash is also growing with an
original one with two variants

All three were launched in 2005 and


saw a sales hike of 145.5%

Accept & Reject List


Accept

Reject

Soaps : Dettol original,


skincare, cool

Soaps: Dettol extra,Fresh


fragnance,junior

Talc : none

Talc: All

Liquid Soaps: All

Liquid Soaps: None

Bodywash: All

Bodywash: None

** N.B. Already failed products or withdrawn from market:


Plasters, shaving cream, mouthwash, floor cleaner

Thank You

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