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Dettol_Case_Analysis_Presentation

The document presents a comprehensive analysis of Dettol's market position through a SWOT analysis, identifying strengths like strong brand legacy and high market share, weaknesses such as premium pricing, opportunities for new product variants, and threats from intense competition. It defines the problem of slow growth and the need to double market share while suggesting alternatives like launching a herbal product line and introducing subscription models. The best solution includes localized campaigns, partnerships with healthcare providers, and affordable packaging innovations to enhance market penetration and consumer education.

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Chetna Sarkar
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10 views9 pages

Dettol_Case_Analysis_Presentation

The document presents a comprehensive analysis of Dettol's market position through a SWOT analysis, identifying strengths like strong brand legacy and high market share, weaknesses such as premium pricing, opportunities for new product variants, and threats from intense competition. It defines the problem of slow growth and the need to double market share while suggesting alternatives like launching a herbal product line and introducing subscription models. The best solution includes localized campaigns, partnerships with healthcare providers, and affordable packaging innovations to enhance market penetration and consumer education.

Uploaded by

Chetna Sarkar
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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ANALYSIS FOR

DETTOL CASE
STUDY
SWOT ANALYSIS, PROBLEM DEFINITION,
ALTERNATIVES, AND BEST SOLUTION

By- Chetna
Sarkar
SWOT ANALYSIS - STRENGTHS

Factor Details
Dettol has been synonymous with germ
Strong Brand Legacy
protection since 1933.
Commands 85% market share in the
High Market Share
antiseptic liquid segment.
Expanded from antiseptic liquid to bar
Diverse Product Portfolio
soaps, handwashes, and more.
Trademark smell, color, and packaging
Distinct Brand Identity
design (sword symbol, clouding).
Evokes trust and safety for family health
Emotional Connection
in consumers.
Wide reach via a structured sales force
covering rural and urban areas for achieving
Robust Distribution Network
sales for the entire product portfolio of more
than 150 Stock Keeping Units (SKUs).
SWOT ANALYSIS -
WEAKNESSES
Factor Details
Seasonal Usage High germ protection relevance
Patterns only in specific seasons or situations.
Limits penetration in the price-
Premium Pricing
sensitive lower market segment.
Limited Bar Soap Original Dettol soap fragrance
Appeal rejected by a chunk of consumers.
SWOT ANALYSIS -
OPPORTUNITIES

Factor Details
Educating consumers on
Everyday Germ
daily germ protection needs
Relevance
beyond specific occasions.
Innovations to cater to
New Product Variants sensorial preferences like
fragrance and skin benefits.
Expanding reach and
Rural Market
acceptance in rural areas with
Penetration
smaller pack sizes.
SWOT ANALYSIS - THREATS

Factor Details
Players like Lifebuoy, Lux,
Intense Competition and Savlon with aggressive
campaigns.
Rising Consumer Increasing demand for
Preferences herbal and natural products.
Antiseptic liquid pricing
Regulatory Challenges
under government control.
DEFINE THE PROBLEM

Dettol faces the challenge of achieving a three-year visionary target


of doubling market share:
• - Slow growth over the years

• -Determine what & where should be the business thrust to optimize the
marketing spend and further accelerate the brand growth
Challenges
• - Intense competition with frequent new product launches.

• -Seasonality uses

• - Premium perception restricting broader acceptance.

• - Lack of consistent everyday relevance for its products.


IDENTIFY ALTERNATIVES
Alternative Explanation
Capitalize on the rising consumer
Launch a Herbal Product preference for natural and herbal
Line products while retaining germ
protection.
Partner with e-commerce
Introduce Subscription platforms for recurring delivery options
Models for Urban Consumers to ensure regular usage of Dettol
products.
Create campaigns highlighting the
Aggressive Educational
daily relevance of germ protection
Campaigns
linked to common illnesses.
Smaller, affordable pack sizes
Customized Packs for
targeting lower-income households to
Rural Markets
drive penetration.
Include test kits or mobile app
Innovative Germ Detection
features that allow consumers to
Tools
detect germs on surfaces or skin.
BEST POSSIBLE SOLUTION

 Herbal Product Line Launch: Cater to both urban and rural consumers by introducing
affordable herbal products emphasizing natural germ protection.

 Localized Campaigns: Tailor campaigns to rural and urban markets showcasing the
necessity of daily germ protection, especially in everyday situations like commuting or
food preparation.

 Partnership with Healthcare Providers: Collaborate with hospitals, clinics, and NGOs
for on-ground education about the importance of everyday hygiene.

 Omnichannel Presence: Strengthen online and offline availability, with subscription


options for frequent buyers to encourage regular usage.

 Affordable Packaging Innovation: Develop eco-friendly small packs or sachets to


penetrate price-sensitive rural markets effectively.
Thank You

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