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Sudsy Soap Case Study

Dettol Soap

3600 WordsDec 7th, 201015 Pages

Dettol Soap

Introduction
Dettol Antiseptic Liquid Disinfectant is the name of commercial liquid and solid antiseptic products belonging to a household product line manufactured by Reckitt Benckiser.
The traditional liquid product is a light yellow colour, but becomes milky white when diluted in water. This diluted mixture can be used to clean cuts etc.
The active ingredient which defines its unique antiseptic property is an aromatic chemical compound known as chloroxylenol (C8H9ClO). This makes up 4.8% of Dettol's total mixture,[1] with the rest composed of pine oil, isopropanol, castor oil soap, caramel, and water. Because several of the ingredients are insoluble in water, Dettol produces a white emulsion of oil droplets when diluted…show more content…

Constant political instability does affect the company in terms of building new relations with new governments all the time.
• Social and Cultural factors: the company has to be very careful in the implementation of its promotional campaigns, since the social cultural environment of Pakistan is very conservative and any suggestive advertisements usually face a lot of negative reactions on the part of the consumer.
• Other factors: like the government regulations and technological advancements have had no significant effect on the product and the company.

MARKETING ANALYSIS

In the mind of the consumer, anti-bacterial soap should have the following:
A product whose core function is to clean skin, making it softer and smoother, while leaving a feeling of freshness behind. Good perfume and foam combine to deliver this freshness experience.
The key functional benefit is that it removes dirt, oiliness and other impurities from skin.
Germs are not top-of-mind for the average consumer, but are a function of Dirt and disease. Research led us to know that consumers are largely unaware of the diverse nature of ‘jaraseem’. They just know that Germs (jaraseem) are the bad guys. They don’t know that there are different types of germs.

Different antibacterial competitors are trying to own a higher ground by

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Report on Dettol Soap

1208 WordsFeb 15th, 20115 Pages

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…show more content…

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

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