Access over 20 million homework & study documents

Case Analysis dettol

Content type
User Generated
Type
Study Guide
Rating
Showing Page:
1/42
This is the html version of the file
http://www.reckittbenckiser.jobs/site/RBCA/UploadedResources/Dettol%20Case.pdf.
Google automatically generates html versions of documents as we crawl the web.
Page 1
&
Present
75 Years of Dettol
A Case Analysis Contest
In association with
The Marketing Club of MDI
Page 2
Reckitt Benckiser India Ltd.: 75 years of Dettol
Dettol, the brand synonymous with protection from germs, had for long been voted as India’s
most trusted brand. In September 2008, the marketing team of Dettol was reviewing the brand’s
performance in its 75th year of existence to formulate a three-year plan. Dettol’s growth trend had
been
slow but steady over the years and a number of initiatives taken in the recent years had started
yielding
results.
The brand started its journey in 1933 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. The growth trend in the last few years had been encouraging with shares
showing an accelerated upward growth in most categories, but the team felt share gain could be
much
faster. The brand team decided to further build on the growth trajectory and set itself a visionary
target
- that of doubling Dettol’s overall share in next three years in the combined market of the
product
categories it is present in (Antiseptic Liquid, Bar soaps, Liquid Handwash, Bodywash).
The team knew that it had to address various challenges to achieve its ambitious target viz.
consumers saw the need for germ kill only in specific situations, resulting in irregular usage and
seasonality. The brand had to fight in a competing environment in which new variants and re-
launches
were used for driving growth, it was critical to determine what & where should be the business
thrust to
optimize the marketing spend and further accelerate the brand growth.
Company Background

Sign up to view the full document!

lock_open Sign Up
Showing Page:
2/42
Reckitt Benckiser India Ltd (RBIL) is a fully owned subsidiary of Reckitt Benckiser Plc.,
world’s
No.1 Company in household cleaning. Reckitt Benckiser Plc came into being with the merger of
Reckitt &
Colman Plc with Benckiser NV in 1999. The company has operations in 60 countries, sales in
180
countries and has had net revenues in excess of $5.5 billion. Reckitt Benckiser India Ltd (RBIL)
manufactures and markets a wide range of products in Personal care, Pest control, Shoe care,
Antiseptics, Surface care, Fabric care and other categories. Amongst its many well-known
brands are
Dettol, Mortein, Harpic, Cherry Blossom, Lizol, Disprin, Robin powder, Colin, etc. Most of
these brands
are either number 1 or number 2 in their respective categories in India.
*Unless otherwise stated, all data given in the case refers to trade channel tracked by AC Neilson, supplied by
Reckitt Benckiser India Ltd.
This case is prepared by Prof. Vinod Kalia of Management Development Institute, Gurgaon for the Dettol
case
study contest organized by Reckitt Benckiser India Ltd. in association with MDI-Marquity. The case is not
intended
to serve as a source of primary data, or effective or ineffective management. The author would like to
thankfully
acknowledge inputs from the brand team of Reckitt Benckiser India Ltd. and Ms. Smriti Kataria, Ms. Charuta
Ambardekar and Mr Karan Sood, students from MDI PGPM class of 2009.
Page 3
Reckitt Benckiser India Ltd.: 75 years of Dettol
RBIL distributes all its products through its common distribution channel, which has a wide and
deep reach in the markets and is a key strength of the company. The channel is managed by a
well-
structured sales force, responsible for achieving sales for the entire product portfolio of more
than 150
Stock Keeping Units (SKUs).
Brand Dettol
The brand Dettol was launched in India in 1933 in the Antiseptic liquid form as a treatment for
cuts and wounds. For almost the first 50 years, Dettol was present only as an antiseptic liquid.
Although
it was being used in hospitals and nursing homes for first aid and disinfectant uses like cleaning
wards,
washing linen, etc. Consumers were also using it for bathing, mopping, shaving and other
secondary
purposes. While it started its journey as the ‘cuts and wounds’ brand in the country, over the
years it
had taken over the role of ‘protector from germs’ in every situation.
Dettol Antiseptic Liquid has some strong, distinct associations-first and foremost is its trademark
smell. Who can miss the characteristic Dettol smell that has been the reassurance to many a
child’s

Sign up to view the full document!

lock_open Sign Up
Showing Page:
3/42

Sign up to view the full document!

lock_open Sign Up
End of Preview - Want to read all 42 pages?
Access Now
Unformatted Attachment Preview
This is the html version of the file http://www.reckittbenckiser.jobs/site/RBCA/UploadedResources/Dettol%20Case.pdf. Google automatically generates html versions of documents as we crawl the web. Page 1 & Present 75 Years of Dettol A Case Analysis Contest In association with The Marketing Club of MDI Page 2 Reckitt Benckiser India Ltd.: 75 years of Dettol Dettol, the brand synonymous with protection from germs, had for long been voted as India’s most trusted brand. In September 2008, the marketing team of Dettol was reviewing the brand’s performance in its 75th year of existence to formulate a three-year plan. Dettol’s growth trend had been slow but steady over the years and a number of initiatives taken in the recent years had started yielding results. The brand started its journey in 1933 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. The growth trend in the last few years had been encouraging with shares showing an accelerated upward growth in most categories, but the team felt share gain could be much faster. The brand team decided to further build on the growth trajectory and set itself a visionary target - that of doubling Dettol’s overall share in next three years in the combined market of the product categories it is present in (Antiseptic Liquid, Bar soaps, Liquid Handwash, Bodywash). The team knew that it had to add ...
Purchase document to see full attachment
User generated content is uploaded by users for the purposes of learning and should be used following Studypool's honor code & terms of service.

Anonymous
Very useful material for studying!

Studypool
4.7
Trustpilot
4.5
Sitejabber
4.4

Similar Documents