Dettol Project Report

ASSAM INSTITUTE OF MANAGEMENT

A MARKETING REPORT OF A PRODUCT HIGHLITING THE BRAND, MARKET SCENARIO, COMPETETION AND MARKETING STRATEGY

SUBMITTED BY – URSHILA BHUYAN R/NO – 70/D/2009 PGDBM FIRST TRIMESTER

– DETTOL BRAND TAKEN – – DETTOL ANTISEPTIC LIQUID PRODUCT – COMPANY – RECKITT & BENCKISER


CONTENTS –

i)

OBJE OBJECT CTIIVE …… ……………… ……………… ……………….. …….... .... .... .... .... .... .... ..01 01

ii)

BRAN BRAND D PRO PROFI FILE LE …………… ………………… ……………… …………..02 ..02

iii)

ANALYSIS OF OF CONSUMER QUESTIONNAIRE……………………………………07

iv)

ANALYSIS OF OF RE RETAILER QUESTIONNAIRE……………………………….....11

v)

ANALYSIS OF DISTRIBUTOR QUESTIONNAIRE…………………………………..13

vi) vi)

S.W. S.W.O. O.T T ANA ANALY LYSI SIS S ……… …………… ………… ………… ………… ………. …..1 .14 4

vii) vii) CONC CONCLU LUSI SION ON ………… ……………… ………… ………… ………… ………… ………. ….15 15 viii)

BIBLIOGRAPHY …………………………………….16 …………………………………….16

ix)

ANNEXURE A) CONSUMERS CONSUMERS QUESTIONN QUESTIONNAIRE AIRE B) RETAILERS RETAILERS QUESTIONN QUESTIONNAIRE AIRE C) DISTRIBU DISTRIBUTORS TORS QUESTION QUESTIONNAIRE NAIRE


■ OBJECTIVE – To prepare a marketing analysis of a product and prepare a report highlighting the product, brand, industry, market competition, marketing strategy. The product that I have taken is DETTOL ANTISEPTIC liquid solution. ■ METHODOLOGY – Sources of data – 1. CONSUMER. 2. RETAILER. 3. DISTRIBUTER. 4. INTERNET. 5. DISCUSSION WITH THE SALES PERSON. METHOD – Followed the Questionnaire Method. ■ SAMPLE SIZE – 1. CONSUMER SAMPLE SIZE – 26 2. RETAILER SAMPLE SIZE – 8 3. DISTRIBUTOR SAMPLE SIZE – 4


BRAND PROFILE

■ INDUSTRY –

Dettol is an ionic brand from Reckitt Benckiser India Ltd. It is Rs.300 crore brand of Reckitt Benckiser formerly Reckitt & Coleman. It has been consistently noted as one of the “Most Trusted Brands” of India. The brand has celebrated platinum jubilee in 2008. Launched in 1936 as an antiseptic lotion, the brand became a generic name for antiseptic lotion similar to Xerox in Photocopiers. The world’s leading brand of Antiseptics and trusted champion of family health, Dettol is the Gold Standard Of Effective germ kill recommended by medical experts and health care professionals for its proven ability to protect families from germs. The brand remains up-to-date through the launch of new products relevant to changing life styles such as hand sanitizer, liquid hand wash, shower gel, all purpose cleaners and antibacterial wipes. Some of the brands and products launched by Reckitt Benckiser in the Indian markets include Harpic, Cherry Blossom, Mortein, Robin Blue, Disprin and Lizol.

■ VISION –

‘Reckitt Benckiser is about passionately delivering better solutions in household cleaning and health & personal care to customers and consumers, wherever they may be, for the ultimate purpose of creating shareholder value.’ This vision defines both their purpose and their values as a Company and encompasses their commitment to product quality and safety, customer service, innovation, global reach and corporate social responsibility.


■ STRATEGIES AND OBJECTIVES –

Reckitt Benckiser objective is to generate above industry average profitable growth by: • Focusing on building the power brands in high growth categories • Geographic expansion of the portfolio • Continuous innovation • Higher investment in brand building • Margin expansion and cash conversion to fund reinvestment in core brands and to grow returns to shareholders. • Selective add-on acquisitions

■ GROWTH OF DETTOL BRAND –

Dettol had to expand the usage beyond cuts and bruises. Hence Reckitt and Coleman unleashed a campaign aiming to expand the usage of the brand to an all purpose antiseptic that can be used for shaving, rinsing, and as a general disinfectant. Interestingly this multi-usage of Dettol Antiseptic Liquid paved the way for the next generation of Dettol. Since the antiseptic lotion market was stagnant Reckitt wanted to leverage the brand to other categories. Dettol saw over these years plenty of brand extensions. The first launch was the soap in 1990's. The initial launch was unsuccessful because the brand moved from core value of protection to love and care. Since the brand faltered in its positioning, failure was imminent. The soap was again re launched with positioning as “100 % protection" and now have a reasonable market share. The next extension was in the form of liquid soap. The liquid soap category is only 12 crore worth but the hand wash category is expected to grow to 100 crore.The brand also tried to extend to talc, band aid, and shaving gel but failed miserably in those categories.


Even as the brand is extending, Reckitt failed to strengthen the mother brand and faced competition in that category from Savlon. Now Dettol is trying to make a foothold in the soap market with the launch of Dettol with moisturizer and glycerine variants. It has also launched a body wash recently. This brand is a classic case for brand extension failures. They can see a brand struggling to find its place in the market. Some time success can be very disturbing. Xerox wanted to extend to computers but failed miserably. Similarly Dettol wants to do some thing with the brand because it was successful. Now after all these failures, still Dettol is trying with variants forgetting the core brand. When an antiseptic brand tries to extend to a segment which is essentially cosmetic, it cannot compete with the major players on the cosmetic platform, what at best can happen is that the brand can exist as a niche brand extending its core value and creating a niche.

■ PRESENT MARKET SCENARIO – Dettol is the leader in the market with 85% market share. Liquid hand wash created a new market covering 60% of the market, while the various Dettol soaps accounted for 18% of the health care division and the remaining accounted for Dettol Antiseptic solution. Dettol’s share increased from 6.6% in June 2008 to 7.7% in June 2009, placing it ahead of Wipro’s beauty soap Santoor as the country’s third largest soap brand by value. According to the Regional Director of India, the company expects that the sales of Dettol which is the top selling antiseptic brand in the country to cross Rs.1,000- crore mark by the end of 2009. Its inclining towards Rs. 1,000- crore turnover. The company operates on a calendar year basis and had closed 2008 with revenue earnings around Rs.1,800 crore. The company is


growing at the rate of around 18-19 % per annum. It is also mulling to add several new products in its portfolio to achieve the target. According to the industry experts, if the company is able to achieve Rs.1,000-crore sales, it would become the second company after Hindustan Unilever Ltd.(HUL) to achieve the milestone.

■ COMPETITOR FOR DETTOL – From its launch to 1980's the brand had a dream run with virtually no competitors. Having no competition is a problem, the growth will be stagnant. Later on savlon introduced antiseptic liquid , which didn’t succeed like Dettol. Savlon introduced at first positioned as a 100% germ aid solution. It is commonly used for and protection as the core treatment of mild scarring, value, some mild burns, cuts and bruises as well as skin healing treatment for spots. The present market share( in percent) is given below – DETTOL 85%

SAVLON 10%

OTHERS 5%

■ MARKETING STRATEGY –

With an initial investment of Rs 5 crore (Rs 50 million) and a year of work, Reckitt Benckiser aims to target those who are most vulnerable to infections. Thus, new mothers will be presented with a vaccination chart with tips on how to keep the new-born and its surroundings germ-free, along with a free bottle of Dettol antiseptic. School students will be educated in the importance of washing their hands before eating. The hospital programme will mean reaching out to hospitals and nursing homes where programmes will be conducted with nurses and staff to keep the


environment germ-free. Health messages on first-aid and immunisation will also be displayed.

■ PORTFOLIO OF DETTOL-ANTISEPTIC LIQUID – Dettol Antiseptic Liquid is a proven safe and effective antiseptic that kills various bacteria and provides protection against germs which can cause infection and illness. It has more than 83% market share. It can be used safely for gentle antiseptic wound cleansing and disinfecting. It is available in a wide range of sizes from 50 ml to 500 ml. The brand is currently running a campaign highlighting the efficiency and the multi-uses of the product.


ANALYSIS OF CONSUMER QUESTIONNAIRE

SIMPLE TABULATION –

● Table for brand awareness –

YES 100 (100%)

NO 0 (0%)

COLUMN DIAGRAM SHOWING BRAND AWARNESS 120% 100%

E G 80% A T N 60% E C R E 40% P

Series1

20% 0% YES

NO

ATTRIBUTE

From the above Column Diagram it can be inferred that all the consumers are aware of the brand Dettol.

● Table for user and non-user of Dettol Antiseptic Solution –

BRAND NAME FREQUENCY

DETTOL

SAVLON

OTHERS

20 ( 77% )

06 ( 23% )

0 ( 0% )


BAR DIAGRAM SHOWING THE NUMBER OF USER AND NON-USER OF DETTOL ANTISEPTIC SOLUTION

OTHERS E M A N D SAVLON N A R B DETTOL

0

5

10

15

20

25

FREQUENCY

The above Bar Diagram depicts that 20 ( 77% ) uses Dettol Antiseptic while the rest are non-users.

● Table shows how many consumers think that Dettol Antiseptic is a successful and unsuccessful product –

SUCCESSFUL 24 ( 93% )

UNSUCCESSFUL 2 (7% )

COLUMN DIAGRAM SHOWING CONSUMER'S VIEW REGARDING DETTOL ANTISEPTIC 30 25

Y C 20 N E U 15 Q E R 10 F

Series1

5 0 SUCCESSFUL

UNSUCCES SFUL

ATTRIBUTE


From the above Column Diagram it can be inferred that Dettol Antiseptic solution is a successful product as it covers 93% of the total.

● Table showing where Dettol Antiseptic solution stands in satisfying consumers needs –

YES 18 ( 90% )

NO 2 (10% )

COLUMN DIAGRAM SHOWING WHETHER DETTOL ANTISEPTIC IS CAPABLE OF SATISFYING CONSUMER'S NEED 100%

E G A T N E C R E P

80% 60% Series1 40% 20% 0% YES

NO

ATTRIBUTE

From the above Column Diagram it can be inferred that Dettol Antiseptic has been capable of satisfying consumer’s need.

● Table showing how many consumers are ready for repurchase (loyalty) of the Dettol Antiseptic solution –


YES 19 ( 95% )

NO 1 ( 5% )

COLUMN DIAGRAM SHOWING CUSTOMERS LOYALTY TOWARDS DETT OL ANTISEPTIC 100% 80% E G A T 60% N E C 40% R E P 20%

Series1

0% YES

NO

ATTRIBUTES

From the above Column Diagram it can be inferred that the consumers are satisfied with the Dettol antiseptic and hence they would go for re-purchase depicting their loyalty.


ANALYSIS OF RETAILERS QUESTIONNAIRE

SIMPLE TABULATION –

● Table showing the number of the retailers selling Dettol and Savlon products –

BRAND DETTOL NAME FREQUENCY 6 ( 75 % )

SAVLON 5 ( 63% )

NONE OF THE TWO 2 ( 25% )

COLUMN D IAGRAM SHOWING THE N O. OF RETAILERS SELLING DETTOL PRODUCTS WITH RESPECT TO SAVLON S 10 R E 8 L I A T 6 E R 4 F O 2 . O N 0

Series1 Series2

DETTOL

SAVLON

NONE OF

BOTH OF

THE TWO

THEM

PRODUCT NAME

From the above Column Diagram it can be seen that out of 8 retailers 6 of them sells both Dettol and Savlon, but Savlon being sold only in 5 of them.


On interacting with the retailers it was found that most of the customers prefer Dettol Antiseptics compared to Savlon. There were certain customers who purchased Dettol on regular basis ie., monthly. Because most of the consumers used Dettol solution even for washing their clothes. Whereas there were certain customers whose purchases were irregular in nature. This is because they used Dettol only for first aid purpose. Dettol Antiseptic is sold in almost all Medical shops, but there were certain departmental stores which did not keep stocks of it. On asking them they replied that it was the job of the Medical Stores to keep the stock of Dettol Antiseptics.


ANALYSIS OF DISTRIBUTORS QUESTIONNAIRE

The Distributors gets the Dettol products from the company itself. For acquiring the products, the distributor needs to register by paying amount for the stocks. The old distributors get the stock of goods on credit and have to pay the amount to the company as per Company Credit Policy. The distributor keeps the product as stocks and delivers to the retailers whenever demanded. The company also has in place a RDF (rural development force) which is covering the rural areas and exploring new markets for potential market penetration. The profit margin of these distributors is very less compared to that of the retailers. So these distributors try to distribute the product as many as possible. For distribution they have their own marketing executives or sales person. Sometimes the retailers directly purchase the product from the distributor or sometimes the distributor sends the product to the retailers by bearing the cost of transportation all by themselves. During my survey I have found that in Guwahati there are around 3 to 4 distributors. These distributors distribute the product to around 500 retailers. These retailers include both Departmental Stores and Medical Stores like the Pharmacies.


S.W.O.T ANALYSIS

■ STRENGTH – • •

•

High quality at affordable price. Excellent for treating skin irritations, cuts/bruises and seasonal applications. Brand comes from a reputable (old) company.

■ WEAKNESS – • •

Burning sensation of the Antiseptic liquid. Non availability of it in Grocery Store.

■ OPPORTUNITY – •

Good time to capture the market share of Antiseptic liquid.

■ THREAT – •

Irritating smell due to which Savlon becomes more preferable.


RECOMMENDATION/ CONCLUSION

● The burning sensation of the Dettol Antiseptic needs to be reduced. ● Regarding the distribution, it is found that the Dettol Antiseptic solution is sometimes not found in the grocery stores. It is only available in the medical shops. Thus a major super market is not stocking the product. As a result due to its non availability it may hamper its sale in the near future.

● The odour of the Dettol Antiseptic is not good compared to Savlon. Thus the odour needs to be revised. ● The glass bottle of the Dettol Antiseptic needs to be replaced by plastic bottles, so that it will be easier to carry from place to place.


BIBLIOGRAPHY

While preparing the report I took the help of the internet. The names of the websites that I have visited are given below – i) ii) iii) iv) v)

www.scribd.com. www.amcy5.com. www.wikipedia.co.in. www.reckittbenckiser.co.in www.google.com

Apart from visiting the websites I have also interacted with the consumers, retailers, distributors and the sales person for the completion of my project.


ANNEXURE


ASSAM INSTITUTE OF MANAGEMENT QUESTIONNAIRE ON DETTOL ( CONSUMER SURVEY )

Dear respondent, I am a PGDBM student of Assam Institute Of Management. I will be grateful if you could share some of your valuable time which will be of great help to me in my marketing project. I assure you that the information furnished by you shall be used only for academic purposes and shall be kept strictly confidential.

RESEARCH INFORMATION – 1. Are you aware of the brand Dettol ?

□ YES

□ NO

2. Which antiseptic liquid you generally use ?

□ DETTOL

□ SAVLON

□ OTHERS(specify)

3. Do you think Dettol Antiseptic Liquid is –

□ SUCCESSFUL PRODUCT

□ UNSUCCESSFUL PRODUCT

4. Does your product satisfy your need ?

□ YES

□ NO

5. If you go for repurchase of your product, will you prefer going

for the same product?

□ YES 6. Suggestion / Complain -

□ NO


DEMOGRAPHIC PROFILE –

Name – Address – Date – Signature –


ASSAM INSTITUTE OF MANAGEMENT QUESTIONNAIRE ON DETTOL (RETAILER SURVEY)

Dear respondent, I am a PGDBM student of Assam Institute of Management. I will be grateful if you could share some of your valuable time which will be of great help to me. I assure you that the information furnished by you shall be used only for academic purposes and shall be kept strictly confidential. RESEARCH INFORMATION – 1. Do you sell Dettol products?

□ YES

□ NO

2. Do you sell SAVLON products?

□ YES

□ NO

3. Which antiseptic liquid is most preferred by the consumers?

□ DETTOL

□ SAVLON

4. What was the last month sale of –

■ DETTOL ANTISEPTIC LIQUID – ▪ 500 ml – ▪ 200 ml – ▪ 100 ml – ▪ 50 ml – ■ SAVLON ANTISEPTIC LIQUID – 5. Suggestion / Complain -

GENERAL INFORMATION –

1. Name of the retailer – 2. Address –


ASSAM INSTITUTE OF MANAGEMENT QUESTIONNAIRE ON DETTOL (DISTRIBUTER SURVEY)

Dear respondent, I am a PGDBM student of Assam Institute Of Management. I will be grateful if you could share some of your valuable time which will be of great help to me. I assure you that the information furnished by you shall be used only for academic purposes and shall be kept strictly confidential. RESEARCH INFORMATION – 1. To how many retailers do you distribute Dettol Products?

□ LESS THAN 50 □ LESS THAN 150

□ LESS THAN 100 □ MORE THAN 150

2. Did you face any returns outward from the retailers in case of Dettol Antiseptic Liquid?

□ YES

□ NO

3. If yes, then how many?

□ LESS THAN 50

□ MORE THAN 50

4. Is there any marketing strategy being followed for the sale of Dettol Antiseptic Liquid Solution?

□ YES

□ NO

GENERAL INFORMATION –

1. Name of the Distributor – 2. Address –

Dettol Project Report

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