GO Mumbai

Case Study
on

Dettol
January 27, 2012

Project Guide :

Process Deployed for Case Study

Primary Group Discussion

Data Collection

Survey
Questionnaire

Sites

Analysis

Group Discussion
Findings & Conclusion
PPT

Case Study - Dettol

Flow of Presentation:
1) History of R & B
2) R & B India

History

Product Portfolio & Strategy

Various Market Share

3)

Dettol History & Journey.

4)

Dettol Brand Extension

5)

Dettol Positioning

6)

Success & Failure of Dettol (Problems)

7)

Strategies (Process & Solution)

Survey
Data Study
Recommended New Strategies

Reckitt & Benckiser

Founded:

1938 by merger of Reckitt & Sons and J&J Colman

1999 by merger of Reckitt & Colman and Benckiser

J A Benckiser circa 1823 (left), Isaac Reckitt circa 1860s (right)

Products: Cleaning products, healthcare, condiments
Revenue: 8,453 million (2010)
Headquarters: Slought, United Kingdom.
Adrian Bellamy (Chairman) Rakesh Kapoor (CEO)
The company has operations in 60 countries,

Reckitt & Benckiser-History

1823

Founding of Benckiser by Johann A. Benckiser.

1886

Reckitt & Sons begins its expansion and opens businesses around the world - firstly
Australia.

1913

Joint venture set up in South America between Reckitt & Sons and J&J Colman - Atlantis Ltd.

1932

A major breakthrough for Reckitt & Sons, with the decision to market a germicide, Dettol,
endorsed by the medical profession.

1938

Reckitt & Sons merge with J&J Colman to become Reckitt & Colman Ltd.

1985

Reckitt & Colman buys Airwick products.

1991

Benckiser begins expansion into Eastern Europe & till 1996 it expanded into the Baltic
countries, Belorussia, China & Israel.

1999

Reckitt & Colman and Benckiser merge to become Reckitt Benckiser

The world No.1 in household cleaning.

2006

Reckitt Benckiser completes acquisition of Boots Healthcare International for 1,926 million,
gaining a new platform for growth in the attractive OTC (over the counter) healthcare market.

2007

Vanish hits the world No.1 spot!

2009

Reckitt Benckiser launches its new corporate brand identity.

'The Power behind the Power brands'

2010

Reckitt Benckiser completes acquisition of SSL International and adds Durex and
Scholl to their list of Power brands.

New Identity..2009

R & B Journey so far.

RB s 19 Power brands are global leaders in high growth categories.
Reckitt Benckiser is a world leader in household cleaning, health and personal care.

Revenue Generators

Revenue

Fabric Care

22%

Health Care

26%

Home Care

14%

Personal Care

26%

Rest

12%

Market Leader Brands

Dettol is the No.1 worldwide brand in
Antiseptics

Veet is the No.1 depilatory brand

worldwide.
Clearasil is the No.1 brand in Europe
across all markets it plays in.

R & B India

Head Quarter: Gurgaon.

Manufacturing Units:
Total 8. (TN, Uttarakhand, J & K, HP)
Chairman & MD: CM Sethi
Revenue: rs 2000 crore

Major products are:

Dettol, AirWick, Lizol finish, Vanish, Air wick, Mortein, Harpic, Veet, Colin, Disprin, Cherry
blossom, Strepsils, Easy off bang.

Indian Market - History

1910

Board of Reckitt & Sons Ltd accepted the advice of Mr H E Quant that the
company should be represented in India.

1936

First local manufacturing began using building acquired in Chetla Road, Calcutta in which
Barley Mill was installed.

1942

Local manufacture of Dettol commenced, using concentrate imported from Hull by Parry &
Co Ltd at Ranipet, near Madras.

1951

Formation of Reckitt & Colman India Ltd to carry out local manufacturing operations.

1958

Branch office opened in Delhi (April).

1980

Thousands of doctors and hospitals recommend the use of Dettol. By this time
10 million householders in India keep Dettol in their medicine chests and 65
million people (10% of Indias population) are known users of the product. It is
estimated that 11.4 million bottles of Dettol were sold in India in this year.

1999

Reckitt & Colman and Benckiser N.V. merge to become Reckitt Benckiser globally and in
India.

2002

Dettol voted as Indias Most Trusted Brand (ORG Marg - Brand Equity Survey).

2010

Reckitt Benckiser agreed to buy Paras Pharmaceuticals Limited (Paras).

Product Portfolio & Strategy

Product Portfolio:
Household Products

Over the counter

pharmaceutical products

Fabric care

Antiseptic Products

Surface Cleaners

Ointments

Pest Control

Analgesics

Air Fresheners
Lavatory Care

Strategy:
Niche Market Strategy.
Focused more on those segment which had concentration of large number of
unorganized players and a few organized players.

Products Market Share of R & B

Harpic: 75% market share.

Colin: 88% market share.

Mortein: 20% market share.

Veet: 85% markets share.

Dettol Market Share: we will discuss as the

presentation progress.

About Dettol

A Product of Reckitt Benckiser India Limited

Launched in India in 1933 as a antiseptic liquid for cuts n wounds

Playing a role of Germ Protector since long

Major Products: Antiseptic Liquid, Hand wash, Soaps, Body wash,

Shaving cream, Plasters

Dettol JourneyIndia

An iconic brand that has stood for trusted protection in India since 1933.

The brand is endorsed by the Indian Medical Association and has been
voted consistently as one of Indias Most Trusted Brands

Today multiple product offerings of the brand Dettol touch the consumers
in many more aspects of personal and home care in their daily lives.
Antiseptic Liquid
Bar Soaps (Dettol Original, Dettol Fresh, Dettol Cool and Dettol Skincare)
Liquid Hand Wash
Hand Sanitizer.
Shaving Cream
Plasters

DettolBrand Value (approx)

1990 -- Rs 27 crore
1998 Rs 168 crore
2001 --- Rs 230 crore
2010 --- Rs 1000 crore

Dettol Success Factor

First to enter the market.

Product Diversification.

Customer Loyalty

Continuous Innovation.

Over the years Dettol products bouquet has grown & the
trusted protection has remain the same.
Emotional bond.million of hearts.

Dettol Issues
1980s Dettol started facing the problem:

Antiseptic segment faced stagnation.

Sales Volume was not growing & inventory was stuck.

Restricted revenue as government included dettol antiseptic liquid in the category of

price controlled drugs.

Looking at all this issues Brand Extension

strategy was developed:

To fully exploit the potential of Dettol.

Establish its presence in the consumers everyday life.

Dettol Brand Extension

Product Name

Year

Present Existence

Variants

Dettol Soap

1981

Yes

Yes

Dettol Medicated Plaster

1993

Yes

No

Dettol Liquid Soap

1994

Yes

Yes

Dettol Shaving Cream

1996

Yes (Hardly seen)

No

Dettol Talc

2000

Hardly seen

No

No

No

Dettol Mouth wash

NA

Dettol Floor Cleaner

2002

Not in India

No

Dettol Body wash

2005

Yes

Yes

Dettol Sanitizer

NA

Yes

No

Lets Understand:

Dettol Positioning.
Success & Failure of Dettol
(Problem)
New Strategies
(Process & Solution)

Dettol : Positioning in Mind of Consumer

A Antiseptic product

Dettol One of the worlds most used & trusted antiseptics.

100 % sure

Characteristics of the product:

1. Brown liquid.
2. Green labelled bottle.
3. Unique odour & burning
sensation.

Dettol : Positioning in Mind of Consumer

Brand logo:
White glistening sword.
Sword represent
Killing germs
Treating infections.

About Dettol
Positive Attributes of Brand Dettol.

Brand Dettol:
Trustworthiness of its products.
Faith
Affordable.
Existence of so many years
Effectiveness

About Dettol
Words Consumer associate with Dettol
Trust
Affordable

Antiseptic

Strong smell

Dettol

Healthy family
Reliable

Safety

Hygiene

Dettol is largely perceived

as an antiseptic brand.
Used
for hygiene n health of entire
Family.

Dettol Brand Proposition.

Functional aspect

King of germ kill

Antiseptic

Love

Protection from
germs

Care

Healing wounds

Affection

Doctors friends

Occasional Use
Consumer

Safety if dettol is
there

Emotional aspect

Friends to the
families

Mothers Love

Lets understand what R & B

communication about Dettol
through Media..

Dettol Communication India

Success & Failures of Dettol

(Problems)

Success of Dettol
Successful
Brand
Extension

Dettol Soap

Dettol
Liquid Soap
Dettol
Antiseptic
Liquid
Dettol
Sanitizer

Year

1981

Remarks

Variants

It was positioned on
love n care platform.
By 1986 market share
was just 0.5% in
premium segment.
The co re launched it in
2000 & positioned on
germ killing platform.

1999 it introduced Dettol Fresh.

Target market fragrance lovers.
2000 Dettol Extra. Soap with
moisturizer.
2001 Dettol Junior. Target
market kids.
2004 Dettol Skincare soap bar.
Target market women's.
2006 Dettol Cool. Target Teens n
young consumers.

Present standing &

Market Share
The new position worked
well & slowly started
picking up due to
growing awareness
among consumers
regarding health &
environment.
MS: 5.8%.

Dettol liquid hand wash

helped dettol to come
out
of first aid boxes into
households.

In 2003 co launched Dettol skin

care hand wash.
In 2006 co launched Dettol
sensitive hand wash.

MS: 51%

1932

Market Leader

None

MS: 84%

Na

Na

None

Dominates.

1994

Failures of Dettol
Unsuccessful
Brand
Extension
Dettol
Medicated
Plasters

Dettol Shaving
Cream.

Year

Remarks

1991

Major reason for launch was to force

the competitor to take a defensive
position by attacking it on its
stronghold.

1996

Reason for launch was that an study

was done & which revealed that
40% of shavers use after shave
lotion & out of that 30% use dettol.

Present standing

No

The market for medicated

plasters was very small, a mere
rs 20 crore & so dettol did not
succeeded much.

No

Dettol did not do better &

claimed they do not possess
expertise in gels.

Product did not do well & was

re launched in 2003.
Strong antiseptic association did not
allow consumer to leave brands like
Nycil, Dermicool & Boroplus.

Dettol Talc

Dettol
Mouthwash
2002

2005

Sales fall:
rs 43.1 million in 2001 to
rs 4.3 million in 2005.
No

MS: 0.43%

This extension was not successful as

it was positioned against killing
germs whereas mouthwash is used
for foul smell.

No

Not Available

Product was targeted at upper class

customers.

Launched
with
three
variants.

Body wash segment did not yield

much result for dettol.
MS: 4%

2000

Dettol Body
Wash

Variants

Few Question We asked to

Ourself?

What exactly is the true brand identity of Dettol?

Dettol Soap launched originally in 1981 as a premium soap failed.
However, when the company re launched it as a 100% germ fighter
it was successful in gaining market share.
What made it successful?
Dettol soap brand and liquid soap seemed to be the only proven
winners in the entire lot of brand extension.
Why other brand did not succeed?
Which extensions should the company keep and which extensions
should it remove from its portfolio?

Road Ahead..
Process & Solution.
1) Survey Study
We asked few questions to the consumers that are we
thinking in right direction?
We asked what do they think?
2) Data Study

Road AheadSurvey..

Sample Size: 80

Sample Age Group: 20 yrs to 40 yrs

Survey Study
Where do you encounter germs in your day to day working?
100%

87%

80%

80%
Where do you encounter
germs in your day to day
w orking? % of response

60%
33%

40%

13%

20%
0%
Travelling

Toilets

Public Places

House

What are the harmf ul ef f ects of germs % of response

90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

80%

various
diseases

33%

33%

cold

inf ection

What are the harmf ul

ef f ects of germs % of
response

Survey Study
Who are most likely to get af f ected by germs in your house? %
of response
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

87%

Kids

13%

13%

Senior citizen

Person w ith low

resistance pow er

What measures do you take to prevent germs?

93%

33%

ol
co
nt
r

of
of
fic
e

se
C

le

an
lin
es
s

of
ho
u
an
lin
es
s

le
C

13%

7%

te
r
W
a
oi
le
d

rin
ki
ng
D

an
le
C

7%

P
es
t

13%

en
vi
ro
nm
en
t

ba
th

an
dw

as
h

20%

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

Survey Study
What measures do you take to clean germs?
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

93%
67%
40%

33%
13%

Shower

Clean Hands
(repetitively)

Cleaning Floors

Cleaning Toilets

Cloth wash

What products help you fight germs in day to day scenario?

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

93%
73%

33%

27%

20%

7%

Sanitizer

Body Soap

Liquid
Handw ash

Toilet LiquidHarpic

Face Wash

7%

Fenyl

Antisceptic
Liquid

Survey Study
Any comments on what you feel can be done better to make your life
germ free?

7%

7%

7%

No Answer
Awarenes Campaign
Keep your surroundings clean
Take precautions
79%

Name products of Dettol that you remember.

120%
100%

100%
87%

80%

67%

60%
40%

20%

20%

13%

7%

0%
Handw ash

Sanitizer

Antisceptic Liquid

Soap

Shaving cream

Plasters

Survey Study
Among the following products, pls tell which brand products you use.
90
80
70
60
50
40
30
20
10
0

80

80
70

65

80

78

70

55

Dettol
Others

25

total no of response

15

10

10

Antiseptic

Health
soap

Liquid
Hand
Wash

Shaving
Cream

Body
Wash

Plaster

Kids Care

Any other

Satisfaction level of above products in dettol

90
80
70
60
50
40
30
20
10
0

80

80
65
50

Satisfaction
Add Feature

25
10

15

total no of response
15

0
Antiseptic

Health soap

Liquid Hand
Wash

10 10

10 10

Shaving
Cream

Plaster

Kids Care

Survey Study
How would you rate Dettol in terms of their product offerings.

0%7%

13%
Very Satisfied
Satisfied
Average
Dissatisfied
Very Dissatisfied

80%

What offerings can Dettol introduce to make life more germ free n healthy
for your family?

be

to
ap
o
S
y
od
B

40%
27%
20%
13%

20%

13%
7%

27%

13%
7%

13%

13%

7%

at
nt
t
is
ce rac
tiv
pt
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ic
N
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pk
F
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a
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In
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itc
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ip
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M
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45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

Survey Study..

Consumer has become more alert towards germs in his day to day operation.
As a result in question one 87% of consumer told that they encounter germs while
travelling.

Consumer is linking germs to various diseases which he is not even aware off but still
he wants to avoid those diseases.

Consumer considers that hand is the one such part of body which comes in contact to
germs very fast & requires lots of germ free treatment.

To prevent & cure germs hand wash is the most adopted way.

Sanitizer & liquid hand wash are the most used product as a treatment to clean the
germs.

About Dettol:

Hand wash, Antiseptic & Sanitizer are most recalled & used products of Dettol.
80% of consumer is satisfied from Dettol offerings & only 13% are very satisfied. That
identifies the gap.
New range of products suggested by consumer.

Road Ahead
Dettol should reposition??
After the survey we say:
1.

Yes but dettol should focus on its main USP i.e. strong germ killing proposition.

2.

Its should make its existing line very strong & try to gain the maximum market share.

3.

It should fill all the gaps as suggested by the consumer.

But USP should be germ killing proposition.

4.

Dettol should launch Mens range of product & Kids range of product as per the survey.

Reasons for the same:

1.

However strong dettol tries it cannot change the mind of the consumer who has taken Dettol
as a strong germ killing product.

2.

In present scenario individual is focusing very high on the health.

Germ killing proposition will give more strong identity to the brand.

3.

Also data tells the same story(in next few slides)

Data study &

Recommendations
Product
Names
Antiseptic
Liquid
Liquid
Hand wash
Soap

Market
Size
2007
(rs crore)
120

Market
Size
2010
(rs crore)
175

Approx
Market
Share
84%

59

120

51%

6548

8800
Total soap

5.83%

NA

2050
healthsoap

25%

Biggest competitor
market share

Recommended
area for changes

Savlon: 13%

Packaging &
Promotion

Lifebuoy: 20%

Packaging &
Promotion

Lux: 17.5%.
Lifebuoy: 17.3%
Lifebuoy: 55%

Product, Price,
Place, Packaging &
Promotion

Hand
sanitizer

NA

NA

Na

Lifebuoy

Packaging &
Promotion

Body wash

16

30

4%

Lux: 41%

Promotion

Nycil, Dermicool &

Boroplus: 99.57%

Product, Price &

Promotion

Johnson n Johnson

Promotion

Prickly Heat
Powder

80

100

0.43%

Medicated
Plasters

NA

NA

Na

BCG Matrix

Recommended Strategy
Recommended Strategies
Focus on High Market
Share
Products (activities)

Give New Identity to

Existing product line to
increase the Market Share.

Brand Extension which are

required as per survey &
study of data.

Product Names
1) Antiseptic Liquid
2) Liquid Hand wash

Reason for the recommended strategy

1) Market leader products for Dettol.
2) These products have highest presence
amidst households.
3) Competition like lifebuoy has eye on these
segments & trying hard to gain market
share.

1)
2)
3)
4)

Dettol Soap
Dettol Sanitizer
Prickly Heat Powder
Dettol Medicated
Plasters
5) Dettol Body wash

1) Health soap is rs 2050 cr market.

2) Health soap & Hand sanitizer are the
future of health industry & can be big
time revenue generator for Dettol.
3) Prickly heat Powder has not grown in sync
with market growth rate
4) Also all these products are very important
for Dettol line extension in Health
segment

1) Mens Range
2) Kids Range
3) Sanitary
Napkins (female)
4) Others

1) All as per survey & data study of

these industries.
2) High growth industries & dettol can
generate big time revenue from these
industries.

Strategy one:
Focus on High Market Share
Products

Recommended New Strategy

Products
Dettol
Antiseptic
Liquid

Dettol
Liquid
Hand wash

Product

Promotion

Should keep focusing on its core

strength.
No major changes required.

Should continue campaign of 2008 which shows

that:
Apka Dettol Kya Kya kar sakta hei

Should launch a spray pack.

Should keep focus on increasing the usage of the

product.

Dettol should change packaging to bring

some changes in product look.
(eg dettol sensor, contemporary packing)

Survey tells that hand cleaning is most important

thing that the consumer associate with health.
So Dettol should focus on increasing the usage of
the product.
Constant advertisement of the product.

No changes required in the product as

customer associate that smell to germ
killing.

Need to watch competition campaign & need to

redesign the campaign else they may loose some
market share.

Packaging should associate product more

with health of the individual

Dettol should promote the usage of the product in

Schools & Hospital in urban/suburban areas.

Recommended New Strategy

Competition campaign - a threat for Liquid Hand wash.
HUL advertisement of Lifebuoy hand wash.

Strategy 2
Give New Identity to Existing
product line to increase the
market share.

Health Soap
Hand Sanitizer
Body Wash
Prickly Heat Powder
Medicated Plasters.

Recommended New Strategy

A) Health Soap
The Brand Positioning in Soap Industry

Recommended New Strategy

1.

Product (Soap):

Germ killing should be USP of the product.

Should remove Dettol Extra, Dettol Cool from its product portfolio.
Two variants strategy:
Dettol Original (basically for rural areas)
Dettol Skin care (basically for urban areas & also for female).
Dettol should focus on increasing the usage of these two variants.
Dettol Skin Care Germ killing + Fairness (all in one soap which nobody has).

Pack of 70 gram is required in Dettol Skin Care.

Paper soap for travelling purpose should be introduced. No organize co at present.

Recommended New Strategy

2.

Price (Soap):

Dettol Original pricing should be near to lifebuoy & with the help of 3 + 1 offer to increase the
penetration. Basically for rural.

Dettol Skin Care should be on premium pricing of rs 31 for 120 gram & rs 19 for 70 gram.

Paper soap pricing should be rs 3 for 5 strips pack.

3.

Place (Soap):

Dettol original should be focused in rural areas. The presence in rural areas is 22%

All urban, Suburban, Small towns with existing distribution model.

For paper soap presence will be required at railway station, pan shops & grocery shops.

Recommended New Strategy

4

Promotion (Soap):

New advertisement on the line of Dettol antiseptic liquid should be designed which focus on
increasing the usage of the product.

( apka sabun kya kya kar sakta hein)

In todays scenario health awareness is high & all the communication should be focused on
germ killing

Dettol Skin care for Germ Killing+ fairness (all in one soap which no body has).

Dettol should promote the usage of the product in hospitals & schools.

Health campaign in urban areas.

Maximum communication should involve young generation who travel/commute a lot.

Adv telecast should be high throughout the year instead of only seasonal campaign.

Recommended New Strategy

Promotion should be focused on increasing the usage of soap.

(similar to dettol antiseptic liquid).

Communication such as:

What do u want::: Health or beauty, what do u want: germs or germ free lifewill you be
happy if you get a soap which kills germs & also takes care of your beauty

3. Medicated soap
4. A best partner for
travelling

1.
2.

Kills Germ.
Moisturize your skin.

Recommended New Strategy

Recommended New Strategy

Ideas from other industry which will help Dettol Soap

Recommended New Strategy

B) Hand Sanitizer
1)

Product:

Dettol should keep focusing on its core strength & no changes required in the product .
Small sachets should be introduced to increase the usage.

2)

Price:

Pricing is ok. 50 ml for Rs 50 (eg: 6 Cr travellers in flight. 5% penetration & veet)

3)

Place

All tier 1 & tier 2 cities.

For small sachets it should be available on shops at railway platforms & retail outlets.

Recommended New Strategy

4)

Promotion (Hand Sanitizer)

If promotion is done in big manner than this product can be big time revenue generating product
for dettol as still awareness is very low

At present there is no advertisement of the product & so media campaign should be

designed.

Dettol should promote the usage of the product in hospitals & schools.

Cross product campaign as per following should be designed.

Free sanitizer on hand wash & soaps
Health campaign in urban areas.

Communication which bring awareness & at the same times scares customer for not
taking care of health should be designed.

For some time period doctors should be given hand sanitizer free of cost for usage.

Maximum communication should involve young generation & mothers.

Recommended New Strategy

Recommended New Strategy

C). Body Wash:

Body wash users are mostly female & also in India the market is very small.
Users link body wash to luxury.
Dettol may not do good in this segment as core strength of dettol is germ killing.
Should continue with this brand without much focus on this.

D). Prickly Heat/Germ Killing Talc:

1)

Product:

Should re launch the product

Product should be Anti perspiration which will not allow germs growth.
Change features of the product which targets all kids & youngsters.
Germ killing aspect along with coolness & strong fragrance should be the USP of the product.

2)

Price: In the range of Nycil & Dermicool.

3)

Place: All urban, Suburban, Small towns.

Recommended New Strategy

4)

Promotion (Prickly Heat Talc):

In todays scenario health awareness is high & all the communication should be focused on
germ killing + coolness + fragrance.
Usage of product should be the main feature of any campaign.
Make people more aware towards their health & also make them aware how perspiration
creates germs.
Dettol should promote the usage of the product in hospitals & schools.
Health campaign in urban areas.
Maximum communication should involve young generation who travel/commute a lot.

Advertisement telecast should be high throughout the year instead of only seasonal campaign.

Recommended New Strategy

E).

Medicated Plasters:

1)

Product:

Should focus on wash proof plasters.

Also adhesive property of plasters should be improved (competition is weak).

2)

Price: Similar to Johnson & Johnson Band Aid

3)

Place: All urban, Suburban, Small towns.

4)

Promotion:

Media Campaign to bring awareness about the product.

For some time free sample on soaps.

Out of the box thinking:

1.

Germ kit:

Comprising of
Liquid hand wash + Hand sanitizer + Soap + Talcum Powder + Medicated Plasters
This kit can be designed on the basis of Monthly usage of 4 persons in a family.

Strategy 3:
Brand Extension

Recommended New Strategy

Brand Extension:

Mens Grooming Products (Survey results 27% of

respondent)

Kids range of products

respondent)

Others

(Survey results 40% of

Mens Grooming Industry

Mens Grooming Products-Data study

Mens Grooming Products-Data study

Total Industry
350

300

250

200
Male Specific Products
Non-Male Specific Products
150

100

50

0
Male Specific Products
Non-Male Specific Products

2006

2007

2008

2009

2010

254.1

267

283.4

302.8

326.1

167

181

190

208

211

Mens Grooming Products-Data study

Asia Pacific
17%
Australasia
2%

Western
Europe
32%

Eastern
Europe
7%
North America
20%
Middle East &
Africa
4%

Latin America
18%

Product Contribution
Skin care
7%
Hair care
11%

After Shave
4%
Shaving
Cream
9%

Deodorants
25%
Razors &
blades
39%
Bath &
shower
5%

Mens Grooming Products-Survey

Survey conducted by SPA future thinking research
agency on 10000 men across the world .
1.

Masculinity is the feeling people crave for.

2.

Men dont plan special trips for buying the product.

3.

Young men (18-34) spend more than the older ones (55-64),

4.

Reason stated for using grooming products is it makes them feel good for themselves or more
confident.

5.

Packaging colour is important 88% respondents said ,black or navy blue denotes a male
product.

6.

Brands associated with masculinity or sporty feel are preferred like gillette , Adidas , Hugo boss

7.

Most frequently used products are shampoo ,deodorant, shower gel, aftershave .

8.

59% respondents stated an increase of 40% in their spend on grooming products.

Mens Grooming Products-Happening

So Introducing:

ADAMS

by

Dettol

ADAMS
-

by Dettol

Fairness cream
Bath soap
After shave
Razor
Deodorant
Shampoo
Hair oil

INDUSTRY ANALYSIS
Mens Grooming Products

PORTERS 5 FORCES
Potential
entrants
Bargaining power
of suppliers

Industry
competitors

Suppliers

Threat of
new entrants
Bargaining power
of Customers

Buyers
Rivalry among
existing firms
Threat of
substitute products
or services

Substitutes
73

ADAMS
Entry Barriers

by Dettol- Industry

Bargaining
Power of
Suppliers

Bargaining
power of
buyers

Analysis

Threat of
substitute
products

Moderate
Less dependency

Economies of
Scale

Supplier cannot
poses a threat of
forward integration

Product
Differentiation

Few main products

do not dominate
total sales

The products are

less well
differentiated

Well Managed
Robust Distribution
Channels

No substitute
product & well
diversification

Less no of
competitors

Favourable Market
Positioning

Rivalry
among
existing
player
Low

on few major
products

Entry of more
players in same
sphere

Different
Positioning

High brand equity

of competition
brand.

Industry growth
is not slow

Backward
integration

Less no of
competitors

Baby Care Products Market

Baby Care Products-Data study

Baby Care Market In India (In bn)
28

30

25

20

15
15

10

8.15

2004

2008

2012

Baby Care Products-Data study

Product Contribution

Skin Care
51%

Hair Care
7%

Toiletries
42%

Baby Care Products-Facts

Increased disposable income

Rising population

Increase in the no. of working women

Increased awareness .

So Introducing:

Dettol Junior

Dettol Junior
Infants & kids products.
-

Bath soaps

Shampoo

Hair oil

Massage oil

Moisturiser cream

Dettol Junior-INDUSTRY ANALYSIS

Entry Barriers

Bargaining
Power of
Suppliers

Bargaining
power of
buyers

Threat of
Substitute
Products

Moderate
Brand Equity

Favourable
Marketing position

Brand
Awareness

Few main
products does
not dominate
the total sale

Rivalry
among
existing
player
Moderate

Less dependency
on few major
Products

Entry of more
players in same
Sphere

Less no of
Competitors

Competition
brand having
1st mover
advantage

Equally
balanced
competitors
exists

There is lack
of
differentiation

Recommended New Strategy Others

Others
Kitchen wipes.
Face Vibes / Antiseptic napkins.
Antiseptic Cream.

Ladies sanitary Napkins.

Market growing by 10% every year.
700 cr market in 2007.
950 cr market in 2010.
40% of Indias requirement is manufactured in india.
Companies like Johnson & Johnson, Proctor Gamble are there.

Facts that support our thoughts

Recently R & B acquired Paras Pharma for rs 3260 crore.

Dettol has already launched Mens range (few products).

Dettol Sensor of liquid hand wash is already in the

market.

New communication for Hand wash is on air which

promotes usage of the product.

References & Thanks

Websites:

www.euromonitor.com
www.datamonitor.com
www.scribd.com
www.moneymatter.com
www.indianeconomist/dta.com
www.slideshare.com

Thanks: