The size of the talcum powder market is roughly Rs crore, but the prickly heat segment accounts for less than 15 per cent of that hence was a very small market with good competition.
Buyers growing bargaining power The core germ protection itself is the big differentiator for all Dettol products and that comes as a boon during these market competition where price,availability,packaging,quality etc are matched inch to inch by all the competition.
Dettol is an antiseptic brand under Reckitt Benckiser. As the products of Dettol are available in several variant according to specific use like home and strictly hospital and clinical use, naturally it deploys product line pricing by setting distinct price levels for the variants.
So Dettol kept competition at bay as all its activities was targeted to gain The mind share-By reaching out to Marketing plan for dettol liquid handwash through different media The Heart share- By conveying a true value proposition The initial concentration was to increase the mind share and heart share and this they could realize to an extent through educating and creating awareness through promotion, advertising, demos, campaigns in public, in schools, colleges, hospitals etc both in urban and rural areas.
In last two decades the brand extensions strengthened the depth and width in different categories like soap, Shaving cream, Band-Aid, hand wash, prickly heat powder.
They taught the Indian market about 1. This journey starting from was certainly not easy and it took a great effort from the team at Reckitt to root out the age old customs and methods of first aid.
Competitive Forces Threat of intense segment rivalry: Apart from this, Dettol also has tie-ups with numerous hospitals and medical care facilities. The brand has a turnover of about INR crore and is the biggest brand of its parent company Reckitt Benckiser in India.
The products are priced competitively but are marked slightly higher than its competitor brands like Savlon. Dettol has a very good brand perception and has been ranked among the ten most trusted brands in India.
Medimix and savlon also are very strong at institutional level. Social media platforms like Facebook and Twitter are also used for promoting Dettol brand.
Mission cr—Way Forward The mission of crore is quiet far for dettol as a brand…with the kind of market condition prevailing, cost of raw material. Its launch of liquid hand wash was surely far better than many other launches and it had to compete against FEM initially and grew strong as the lifebuoy hand wash launch failed then.
Adhering to the core value but different packaging ,fragrance and value addition SWOT: This did the work for this category and it went on to challenge the existing players. As Dettol is a power brand, Reckitt Benckiser invests heavily on its brand building.
Dettol is available in all the major outlets like supermarket, retail shops and medical shops. Dettol uses its owned media extensively. The iodine solutions still exists in many hospitals and remains the first aid to an extent in urban and to a large extent in rural India and that means the potential is yet to be tapped.
Dettol uses a varied of pricing strategy in its marketing mix. The water is certainly a cheaper substitute. Its personal care line of products is also available through e-retail platforms like Amazon. Suppliers growing bargaining power The company always forces a win-win relationship with the suppliers and so does Reckitt and has avoided any friction.
Threat of New Entrants: Hopefully Dettol fresh range will be a successful beginning. Dettol also uses direct channel where it provides direct deliveries to the customers who place bulk orders like hospitals. The intense rivalry dettol faces is mainly in case soap i. Its competition comes from lifebuoy,ayush,medimix,savlon etc Band Aid:Marketing Plan for Dettol Liquid Handwash Words | 10 Pages.
customers and consumers, wherever they may be, for the ultimate purpose of creating shareholder value.’ Dettol is a market leader in the liquid handwash market of India, with a market share of 61%.
The industry has been growing at an average rate of 20%. Marketing Plan For Dettol Liquid Hand Wash. named “Z Clean Hand wash” in a growing mint-body.com Lifebuoy Hand wash (A product of Unilever) is the current market leader, and there’s more competitors like Dettol Hand wash (Reckit Benkiser), Savlon Hand washing Liquid (ACI) and Sepnol Hand wash (Square Toiletries ltd.), we can.
• Dettol is the market leader in the handwash segment as 85% of people prefer to use dettol at first mint-body.comCH ANALYSIS • Liquid Handwash had good amount of popularity among cleanliness (68%) tools.
• 45% Respondents wash their hands maximum when they encounter their hands with dirt. • The brand started its journey in as antiseptic liquid, but over the years, it has been extended to a number of product categories like toilet soaps, liquid handwash, liquid bodywash, shaving cream and plaster strips.
Dettol is a market leader in the liquid handwash market of India, with a market share of 61%. The industry has been growing at an average rate of 20%. Dettol plans to expand its market using the Market Development Strategy, that is, by increasing users and increasing usage.
Dettol hygiene hand sanitizer is essential in your household, it protects from everyday germs and gives a refreshing feeling everyday - Be % sure.Download