Dettol : Managing Brand
Extension
Presented by
Aditya Utla
Jacob Mathew
Mahesh Rao P B
Rajat Srivastava
Ritvik Bharat
Sayan C
Sebin Devasia
Saswata Biswas
Reckitt Benckiser PLC
Britishmultinationalconsumer goodscompany
World's largest producer of household cleaning
products and a major producer of
personalproducts and consumer healthcare
Operations in around 60 countries and its
products are sold in almost 200 countries.
Reckitt Benckiser India
Limited
Subsidiary of Reckitt Benckiser
Established in 1951
Operation in 60 countries and sold 180
countries
Contributed 4% global revenue of RB group
Turnover 3871 m pound and net profit of
586 m pounds
Product Portfolio
RBIL
Househ
old
product
Fabric
care
Surface
cleaner
Pest
control
Over
the
counter
Air
Freshen
er
Lavator
y care
Anti
septic
cream
Ointme
nt
Analges
ic
Summer
advertiseme
nt
Monsoon
advertisemen
t
Winter
advertisemen
t
Dettols Current Brand Extensions
Soap Bar: Success
Parent Brand Positioning: Utilitarian & Emotional appeal
First Launch: Failed: lack of fit with parent Brand: Positioned with Emotional Appeal only
Re launch: Success: Good fit with parent brand: 100 % germ fighter
Lackluster Performance: High degree of competition
Liquid Soap: Success
Body wash, hand wash
Order Of Entry: Niche Market: Upper class customer: comfort conscious
consumer
Aggressively Marketed
Medicated Plaster : Failure
Launched to Compete against the competitor J&J to protect its Cash cow Product i.e. Dettol
Antiseptic thus low on Marketing Budget
Strong Fit with Parent Brand
Small Market consumer involved in traditional methods of healing wounds
Intense Competition from J&Js Band-Aid & Bierisdorfs Handyplast
Dettol Talc: Failure
Lack of Fitment with the Product Category
Consumer Behavior: Lingering Fragrance of a Talc
Consumer Association with Dettol: strong Medicinal smell
Dettol Mouth Wash: Failure
Gap in Awareness of Consumer Behavior
Actual Positioning: Germ Killer, Required Positioning: Prolonged Fresh Breath
Parent Brand Association with External usage only & the Product extension required
internal Brand association
Dettol Floor Cleaner: Failure
Traditionally Consumer used Dettol with water
Lack efforts to change consumer usage behavior
Heavily marketed and positioned as cleaner with germ killing and thus protects Family
from Illness
Strong fit with parent brand
Dettol Shaving Cream: Failure
Medium on Close Fit parameter
High on Utilitarian Benefit but Low on cosmetic Benefit
Low on marketing efforts
What Dettol Meant to People
Safety
Healthy
care
Knee scar
First Aid
Infection
100% Sure
Germ Free
Smell
Brand identity Dettol brand
Brand positioning Premium Antiseptic platform
Trusted brand
AC Nielsen survey
Economic Times Brand Equity survey
Both functional and emotional proposition
Functional proposition Antiseptic protection
from germs
Emotional proposition Mother care
History of being used as an antiseptic
Perceived strong on contact with skin, medicinal
smell and colour
Dettol Soap Success
Initially a failure
Market share in 1986 only .5%
Positioned on Love and Care
Not able to relate to hygiene and germ check
image of Dettol
Relaunched as 100% germ fighter
Growing health and environment awareness
among masses contributed to growth
Positioning of Dettol liquid soap in
market
The key differentiating factors
Hygiene
Price
Fragrance
Freshness
Comparison
Price vs hygiene
Consumers perceive Dettol high on hygiene along
with Lifebuoy .
In terms of pricing Dettol is closely grouped with Fem
as a premium category
Fragrance vs Hygiene
Dettol is considered moderately fragrant.
Grouped with Lifebuoy and Liril in terms of fragrance
Fragrance vs Price
Dettol is grouped together with Lifebuoy and Liril in
terms of fragrance
While it is priced more than both Liril and Lifebuoy
Freshness vs Hygiene
In terms of fragrance Dettol is perceived to be high on
freshness factor only trailing behind Lux as compared
to other brands
While it scores high on hygiene
Perceptual Mapping
Freshness vs Price
Dettol and Fem are perceived similar in terms
of freshness
Priced higher than its closest rival Lifebuoy
Freshness vs Fragrance
Dettol and Lifebuoy are similar in terms of
fragrance as both are moderately Fragrant.
Dettol scores low on Freshness as compared to
Lifebuoy, Liril and Fa but higher than Lux and
Fem
Dettol Gold
Backed product with adequate marketing support
High brand visibility low product visibility
Product Dettol gold floor cleaner not explicitly
mentioned in the ad
Mothers could not differentiate between Antiseptic
liquid and floor cleaner
Same brand for body use & floor cleaning use could
have been unacceptable
Impact of brand extension
Enter new market
and customer
acquisition
Leverage brand
equity
Reduces perceived
risk
Increase brand
loyalty
Dilute brand equity
Failure impacts
brand image
Brands could be
shadowed by
parent brand image
Which extensions should the company keep and
which extensions should it delete from portfolio ?
Dettol Bar Soap
Dettol original is
competing hard in
the market with a
good sales and
market share
After the
introduction in the
market in 1995, it
showed at least 10
times sales where
the variants failed
Dettol Deo initially
got a 12 times
hike in sales but
became onefourth in the very
next year
Drastically sales
drop happened in
Dettol Extra,
Dettol Fresh
Fragrance, and
Dettol Junior
But Dettol
Skincare and
Dettol Cool is
doing good
Dettol Talc
Dettol Citrus Fresh and Dettol
Fresh Fragrance had market
share of less than 1%
Even though it had a pleasant
fragrance, consumers
believed it had its typical
medicinal smell
Sales dip was 91 %
Liquid Soaps & Body Wash
Dettol original handwash with a 28 % market
share and huge sales hike, getting proved as a
star
Compared to 94, the sales has been
30 times in this category
Dettol Body wash is also growing with an
original one with two variants
All three were launched in 2005 and
saw a sales hike of 145.5%
Accept & Reject List
Accept
Reject
Soaps : Dettol original,
skincare, cool
Soaps: Dettol extra,Fresh
fragnance,junior
Talc : none
Talc: All
Liquid Soaps: All
Liquid Soaps: None
Bodywash: All
Bodywash: None
** N.B. Already failed products or withdrawn from market:
Plasters, shaving cream, mouthwash, floor cleaner
Thank You
