MARKETING

MANAGEMENT

CASE STUDY
ON
Dettol Soap

CONCEPT NOTE

SUBMITTED TO – BY-

Dr. Tanjul Saxena Dr. Yogesh Pande

Dr. Vikash k. sinha
DATE-24/01/2011

INDUSTRY- Soap Industry

COMPANY- Reckitt Benckiser (India) Limited
BUSINESS TYPE- Manufacturer
PRODUCT- Dettol Soap

ABOUT THE PRODUCT

Dettol, the brand we have grown-up with, is revamping its entire soaps range.
The new improved Dettol soap has three variants in the market available nationally -
Dettol Original (for everyday protection), Dettol Skincare (everyday protection with
moisturizers) and Dettol Cool (everyday protection with menthol for cool and refreshing
feel).

Dettol is a brand of Reckitt Benckiser and has stood for "trusted production " in India
since the 1930's. The brand is endorsed by the Indian Medical Association (IMA) and
has been voted among India's Most Trusted Brands in recent years (2002 to 2005 ORG
Marg Brand Equity Survey)

The Company's research over several years and consumer feedback had shown that
the consumers in India have a high preference for soaps that are suitable for the entire
family and which provide all skin needs - Purification, Germ protection, Nourishment
and Moisturising. Based on this, new Dettol has been developed with the perfect
balance of ingredients that nourish and still provides the trusted Dettol protection
The all new Dettol is the result of the extensive research and trust that our consumers
have shown towards us for over more than two decades. We know the consumers will
be delighted with this transformation, as we bring to them innovation and improvement
to help in their daily lives.

Dettol has launched Dettol Surakshit Parivar, a nationwide campaign, in association

with the Indian Medical Association (IMA). The objective of this campaign is to generate
awareness that good hygiene practices are essential to reduce the risk of infections,
particularly for those who are most vulnerable to illness such as infants and children.

COMPANY

Reckitt Benckiser (India) Limited, formerly known as Reckitt & Colman of India Limited,
has many brands in India, namely - Dettol, Veet, Harpic, Mortein, Robin Blue, Cherry,
Lizol, Colin, Disprin, Brasso, Mansion and others. It has a major presence in home and
personal care, surface care, fabric care, pest control and drugs. The company is
present in 180 countries across the world and is No.1 in Household Cleaning Category.
As seen across segments, Reckitt Benckiser brands are either number 1 or 2 in market
share, in all the segments they are present in.

1886: Reckitt & Sons begins businesses around the world.

1932: Dettol launched in India.
1938: Reckitt & Sons merge with J&J Colman becoming Reckitt &Colman Ltd.
1999: Reckitt & Colman Ltd and Benckiser merge becoming Reckitt Benckiser Ltd
2006: Reckitt Benckiser acquires revenue of Boots Healthcare International for £1,926
million
2006: He gains a new platform for growth in the attractive OTC (over the counter)
healthcare market.

REASONS FOR CHOSING DETTOL SOAP AS CASE

Dettol Soap - Symbol Of Hygiene.

One has to be careful in selecting the soap. Picking the wrong soaps may cause skin
diseases. Since the choices vary extremely from person to person depending on the
skin sensitiveness and other related requirements.

There are so many anti - bacterial soaps on the market, both in liquid and bar form. But
Dettol Antiseptic Soap & Skin Care Soap is preferred over others. Dettol a household
name most closely associated with household cleaning products and disinfectants, they
also produce a range of antibacterial washes for personal use. .

Dettol is one of the best antiseptic soap with aroma which is extremely clean and fresh.

Overall Dettol soap as a protection that comes affordable in cost and effective results.
Now a day, Dettol has also been launched in very small and highly economical prices,
putting it to everyone's reach.  

INDUSTRY

The Indian bar soap market has a large number of players that use different appeals to
connect with their consumer s. The market can be classified into about ten different
appeals such as Beauty, Health, Fairness, Freshness, Herbal, etc. While the market is
dominated by beauty players (52%share), health platform constitutes approximately
23% of the total market Dettol Soap was launched in India in the early 80s. The
launch was based on consumer feedback on Dettol Antiseptic Liquid, where secondary
usage of the product always came up. Since many consumer s used Dettol in their
bath water, the company thought of offering Dettol in a more convenient form of
soap. Variants in bath soap category are Dettol Original, Skincare and Cool. The
stronghold and dominance of the brands and their distribution, varies across
regions and urban and rural markets brands are strong across the market, other s
have their strongholds in only some of the regions in the country. Dettol variants have
contributed incrementally to Dettol soap sales and now make up about 25% of total
Dettol soap sales. However, given its heritage and years of existence, Dettol Original
Soap continues to be the lead variant, and top of mind when it came to Dettol Soaps.
Key Players in the soap market:

Lifebuoy: Post a major positioning change in 2002 from “male victorious health” to
“family health” in the bar soap market, Lifebuoy relaunched itself in March 2004 with
improved product and new claim of “100% better germ protection”, and since then has
been trying to make strong its equity on germ protection through various
communication and new product launches.
Lux: It relaunched itself in 2004, with better packaging graphics and upgraded variants
in line with the global range. In Feb 2007, it again launched a new campaign, “Sur at bhi,
Khoobsurat bhi” It launched new variant copies in 2008 (Peach cream & Strawberry
cream) offering fruit based skin care.
Savlon: In the soap category, it is positioned on the “Gentle Protection” proposition. Its
share has remained flat at 0.6% over the years.

RESEARCH METHODOLOGY

TITLE:

OBJECTIVES OF THE STUDY

-Understanding consumer behavior, how consumer s buy, what influences purchasing

-To know the various steps involved in purchase decision.

-To identify the company position among medicated soaps manufacturing company.

SAMPLING FRAME

Parents having children of different age groups and regular office goers. Sample size
taken will be 30.

LOCATION
Jaipur

RESEARCH DESIGN
The research method used is exploratory as well as descriptive in nature. The
research is intended to find out the purchase decision of consumers of dettol in and
around Jaipur. This is done to gain an insight and understand the purchase decision
process.

DATA COLLECTION

PILOT SURVEY : A pilot survey taking 5% of the sample of employees and the
questionnaires .
PRIMARY DATA: Collection of information through standardized questionnaires. A
questionnaire will be prepared for all the non-officers. It will include questions both open-
ended and close- ended, rating method and likeart scale. There will be informal
discussion with the employees.
SECONDARY DATA : Secondary data will consist of materials in-house journal like-
newspapers, magazines, journals company website etc.

OUTLINE OF THE REPORT

1. Executive summary
2. Soap Industry analysis
3. History of dettol
4. Environment (other players)
5. Product
6. Price
7. Place
8. Distribution network
9. Promotion
10. Financial analysis
11. Research Study- Research Objectives
-Methodology
-Data Analysis
-Conclusion
12. Appendix -Sample Consumer Questionnaire
13. Bibliography