yes

no

PROJECT REPORT
ON
MARKETING RESEARCH
DETTOL SOAP

SUBMITTED TO:
SUBMITTED BY:
Mr. Piyush Singhal Sahiba Juneja (PG20102514)

Munish Gautam (PG2010)

Hansa Yadav (PG20102553)

Joyeeta Roy (PG20102474)

Dinesh Kumar (PG20102546)

Kirti Swaroop (PG20102478)

SECTION J
 IILM INSTITUTE OF HIGHER EDUCATION, GURGAON, HARYANA.

INTRODUCTION
ABOUT DETTOL
Dettol is a brand of Reckitt Benckiser and has stood for "trusted production " in India
since the 1930's. The brand is endorsed by the Indian Medical Association (IMA) and
has been voted among India 's Most Trusted Brands in recent years (2002 to 2005
ORG Marg Brand Equity Survey).

Reckitt Benckiser (India) Limited, formerly known as Reckitt & Colman of India
Limited, has many brands in India, namely - Dettol, Veet, Harpic, Mortein, Robin
Blue, Cherry, Lizol, Colin, Disprin, Brasso, Mansion and others. It has a major
presence in home and personal care, surface care, fabric care, pest control and
drugs. The company is present in 180 countries across the world and is No.1 in
Household Cleaning Category.

Dettol Soap has four variants in the market available nationally- Dettol Original,
Dettol Skincare and newly launched Dettol Fresh. The new improved soap range
continues to bear recommendation from IMA-Indian Medical Association.
DETTOL SOAPS IN MARKET
Dettol Original Soap
New and Improved Dettol Original Soap is specially formulated for everyday use.
Dettol Original Soap is 10 times better at fighting germs. So give Dettol's trusted
protection to the entire family. Available in three sizes - 120g, 70g and 35g.

Dettol Skincare Soap

Dettol Skincare Soap offers the perfect balance between your beauty and protection
needs. Dettol Skincare Soap is formulated with moisturisers to help nourish your
soft skin. Available in three sizes - 120g, 70g and 35g.
Dettol Cool Soap
Dettol Cool Soap combines Dettol's trusted protection with the coolness of menthol.
A bath with Dettol Cool Soap will not only refresh and re-energize you, but also give
you protection from germs. Available in three sizes - 120g, 70g and 35g.

Dettol Fresh Soap

Dettol Fresh Soap combines Dettol's trusted protection with a pleasant fresh
fragrance You not only stay protected from germs but also keep fresh for long.
Available in two sizes - 120g and 70g

Market size and Growth rate

The Bar Soap Market in India is worth Rs. 6550 Crores. 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.
The market share of Dettol increased from 6.4 per cent in June 2008 to 8.1 per cent in June 2009,
placing it ahead of Wipro's beauty soap Santoor as the country's third-largest soap brand by
value. "Dettol soap has grown share to above 8 per cent in June 2009 period, which is a rare feat
in a mature category like soaps, where penetration is about 93 per cent. We will introduce new
strategies to further increase our market share." says, Chander Mohan Sethi, chairman and
managing director, Reckitt Benckiser.
The overall soap market is growing by 10 % while the antibacterial segment is growing by 7%.
Hence, there is a lot of potential in the market for growth and additional brand penetration and
brand building

PROBLEM DEFINIOTION OF RECKITT & BENCKISER DETTOL SOAP

1. Demand: Although the demand for Reckitt Benckiser products is very high but
when we talk about the demand of the Dettol soap the demand is growing in the
antibacterial category. The market share of Dettol soap is more than 10 % in India
out of the Rs 11 billion soap market.
2. Competition: There was no direct competitor of Dettol soap at the time of
launching but now following are the direct competitors:

Lifebuoy: Its vision is, “Making a billion Indians feel safe and secure by meeting all their
health and hygiene needs”. True to its vision, the world's largest selling soap, offers a compelling
health benefit to the entire family It is a product of Hindustan Unilever. Lifebuoy has a market
share of 21 %

Savlon : It is a product of Johnson & Johnson. Johnson & Johnson is the world's most
comprehensive and broadly-based manufacturer of health care products as well as a provider of
related services for the consumer. Its market share is 12 %

Medimix: Ayurvedic Bath Soap is the world’s largest selling Ayurvedic bath soap that is
suited for all skin types. It is known for its curative, preventive and beautifying qualities for skin,
scalp and hair.

PEARS: It is transparent soap is a brand of soap first. It is gentle enough, even for baby's skin.
Pears are manufactured like any other soap, but unlike in conventional soaps, the glycerin is
retained within the soap.
STP OF DETTOL SOAP

SEGMENTATION

MARKET DEMOGRAPHICS (GEOGRAPHIC, DEMOGRAPHICS, BEHAVIORAL FACTORS)

The target markets analysis of Dettol soap is:-

Geographic location

Include almost all Urban; suburban; small town; and some rural areas of India.

Demographics

Gender Male; female mainly mothers

Age 18years to 45 years

Socioeconomic status

Mainly targeting middle class and upper middle class in urban and sub-urban areas
– primarily cities and surrounding areas. Rural market penetration is limited and is
primarily driven through indirect channels (e.g.Wholesale)

Psychographics

Young housewives and mothers who care about the health and well being of her
family.

TARGETING

The target market for Dettol soap is all households (primarily mothers) who can
afford buying soap and who want to fulfill an everyday need (primarily bathing) that
provides them and their family with a 100% anti-bacterial solution – complete
protection from all germs/ bacteria and cleanliness from dirt / grime.

SWOT ANALYSIS

THE STRENGTHS

• The brand’s Germ-kill heritage (brown liquid) is seen as strong and adds on
trustworthiness (RTB)

• Excellent for treating skin irritations, cuts/bruises and seasonal applications

• Brand comes from a reputable (old) company

• Loyal following of ‘Original’

THE WEAKNESSES

• Not perceived as an ‘everyday soap’ due to:

 Smell - strongly associated with hospitals

 Is harsh on skin – makes skin dry

• No awareness of variants

• No perceived as a dynamic, innovative and contemporary brand

• Low Top-of-Mind recall: Communication not engaging

THE OPPORTUNITY
Leverage the powerful brand equity associated with the Dettol Brand to make Dettol
Soap an everyday use proposition.

THE THREATS

Other main players in the antibacterial soap category (Safeguard and Lifebuoy)
have positioned their brands for everyday use against bacteria – Dettol soap
positioning lacks that desired everyday benefit and experience!

OPPORTUNITY ANALYSIS

Based on the competitive analysis, Reckitt Benckiser found out that there are a lot
of opportunities which will help the New Dettol soap capitalize a greater market
share. New Dettol Soap’s ability to gain real consumer insights, to launch products
and variants that consumers actually want, supported by insightful advertising that
talks to consumers in their own language, are all vital elements, which will lead to
success of Dettol and the New Dettol soap as a brand.

• Extensive Market Growth

• Market Penetration and Market Expansion.

• Achieving High Gross Margins

• High Customer Services and Satisfaction

• New Product Development and Entrepreneurship.

POSITIONING STRATEGY

Positioning Against Competitor

Dettol is positioned as a premium brand which the mother chooses for 100%
protection against all germs and bacteria for her family. The mother of the family is
the focal point for Dettol Soap positioning compared to Safeguard and Lifebuoy
which focuses on children.

Positioning In Relation To Product Attribute:

The primary positioning vis a vis product attribute is that Dettol Soap has the
essence of Dettol Solution, the no. 1 antiseptic brand in the world trusted by
families everywhere for over a century – which its competitors do not posses.
Hence, it is considered a premium brand in the anti-bacterial segment.

RESEARCH METHODOLOGY
The methodology used to analyze the project is mainly based on survey method and this survey
was conducted for knowing about Awareness, Preference, and Satisfaction of Dettol Soap
through Questionnaires and it also include direct contact with consumer.
For survey sample size was taken from different location of Gurgaon. So the total size of
the sample is 25.

Research design: A research design is purely and simply the work or plan for a study that guides
the collection and analysis of the data. We have chosen descriptive research design for study

Research Instrument: Contacting the customer through personally and studying the response.
The questionnaire was filled up, related to usages of particular branded soap.

Research Approach : Survey method

Sampling: Sampling studies are becoming more and more popular in all types of mass study.
The result of sampling has attained a sufficiently high standard accuracy.

Sample Unit : Individual in different occupation of different group were taken into account
because all they come under the segment of potential customer.

Sample Design: Random sampling

Size of sample: 25

SOURCES OF DATA COLLECTION

The data are collected from primary and secondary sources.

PRIMARY SOURCES
• Gather information through Questionnaire.
• Direct interview with consumers.

SECONDARY SOURCES
1. Internet Sites - www.google.com
2. taken data from various magazines, Newspaper and other prominent source

DATA COLLECTION INSTRUMENT

Questionnaire method has been adapted.

DATA ANALYSIS TECHNIQUE

The data analysis instruments used for conducting the research are statistical tools:-
• Bar chart
• Pie chart

DATA ANALYSIS AND INTEPRETATION

Likert Scale: 1-strongly disagree, 2-disagree, 3-don’t know, 4-agree, 5-strongly agree
Q1. Antiseptic soaps keep you healthy.

1. 2. 3. 4. 5.

Interpretation: Out of 25 people, 60% of people agrees that antiseptic soaps keeps them healthy.
And 20 % strongly agrees.

Q2. Antiseptic soaps should contain strong germ removals.

1. 2. 3. 4. 5.

Interpretation: 60% of the sample people agrees and 28% strongly agrees that antiseptic
soap should contain strong germ removals.

Q3. Antiseptic soaps should contain fragrance.

1. 2. 3. 4. 5.

Interpretation: 64% of the people agreed and 28% strongly agreed that antiseptic soap
should contain fragrance.

Q4. Price does matter when it comes to health matters.

1. 2. 3. 4. 5.

Interpretation: 11 people out of 25 disagrees that price matters when it comes to health and
6 people strongly disagree. This means that nothing matters more than Health.

Q5. Brand of the antiseptic soap does matter.

1. 2. 3. 4. 5.

Interpretation: 56% of sample people agrees and 16% strongly agrees that Brand matters
whereas 20% disagrees on the brand.

QUESTIONS WITH OPTIONS.

Q6. Which antiseptic soap do you prefer?

a. Dettol

b. Savlon

c. Lifebuoy

d. Others then which?

Interpretation: 64% of people responded that they use Dettol soap and 36% said that they
use other soaps like pears, santoor. So we can say that Dettol share a good market share
and is preferred by most of the people.

Q7. How often do you use antiseptic in bathing?

a. Daily

b. weekly

c. monthly

d. as wished

Interpretation: 76% of sample preferred using antiseptic soap daily for bathing as well as
handwash.

Q8. Have you ever you used Dettol as your antiseptic?

a. Yes

b. No

Interpretation: 76% of the sample people said that they use Dettol as antiseptic soap.

Q9. Do you find Dettol soap easily available in the market?

 a. Yes

b. No

Interpretation: 88% of the people finds Dettol Soap easily in the market.

Q10. Why did you like that brand most?

a. Long lasting

b. Hygienic

c. Suits your skin

d. Protect skin

e. None of above response (what factors)

Interpretation: 40% of people likes Dettol because it is hygienic, 36% use it because it suits
skin & 25%use it because it protects skin. Thus it can be analyzed that Hygiene is the top
priority.

Q11. Do you change from one brand of soap to another?

a. Yes (why so)

b. No

c. No response

Interpretation: 60% of people often change their brands because they want to change the
preference.

Q12. Do you think Dettol that is being perceived as keeps family soap, has been able to
keep up the image?

a. Yes

b. No
 yes
no

Interpretation: 92% of people said that Dettol is able to keep up its image.

Q13. Will you recommend Dettol Soap to others?

a. Definitely (why)

b. Not sure

c. Definitely not (why not)

Interpretation: 64% of peole said that they will definitely recommend Dettol soap.

Q14. How did you know about this brand?

a. TV

b. Magazine

c. Newspaper (which newspapers)

d. Others (word of mouth, internet)

Interpretation: 80% of people said that they came to know about Dettol through Television
and 20% through others like word of mouth.

QUESTIONNAIRE

PERSONAL DETAILS

Name
 Profession:

Age group (in yrs): 18-30 / 30-50 / Above 50

Sex: M/F

No. of Family members:

Rate on a scale of 5:- 1-strongly disagree, 2-disagree, 3-don’t know,

4-agree, 5-strongly agree

Q1. Antiseptic soaps keep you healthy.

1. 2. 3. 4. 5.

Q2. Antiseptic soaps should contain strong germ removals.

1. 2. 3. 4. 5.

Q3. Antiseptic soaps should contain fragrance.

1. 2. 3. 4. 5.

Q4. Price does matter when it comes to health matters.

1. 2. 3. 4. 5.

Q5. Brand of the antiseptic soap does matter.

1. 2. 3. 4. 5.
QUESTIONS WITH OPTIONS.

Q6. Which antiseptic soap do you prefer?

e. Dettol

f. Savlon

g. Lifebuoy

h. others

Q7. How often do you use antiseptics in bath?

e. Daily

f. weekly

g. monthly

h. as wished

Q8. Do you use Dettol as your antiseptic?

c. Yes

d. no

Q9. Do you find Dettol soap easily available in the market?

c. Yes

d. No

Q10. Why did you like that brand most?

f. Long lasting

g. Hygienic

h. Suits your skin

i. Protect skin

j. None of above response (what)

Q11. Do you change from one brand of soap to another?

 d. Yes (what are the factors)

e. No

f. No response

Q12. Do you think Dettol that is being perceived as keeps family soap, has been able to
keep up the image?

a. Yes

b. No

Q13. Will you recommend Dettol Soap to others?

d. Definitely (why)

e. Not sure (why not)

f. Definitely not

Q14. How did you know about this brand?

e. TV

f. Magazine

g. Newspaper (which)

h. Others (word of mouth, internet)

LIMITATIONS

Although all efforts have been taken to make the results of survey as accurate as possible but
the survey suffers from the following limitations:

1. The time period of study was very less so it was not possible to cover all the areas and
go into the depth of the problem and make analysis.

2. Some respondents left some of the questions unanswered either due to inability to put a
strain on mind or they did not know the answer.

3. Some of the responses might be biased.

4. It is wholly based on primary data.

Recommendation:

1. They should reduces their price or maintain their price as to savlon.

2. They should go for Baby Antiseptic soap as well as for Beauty soaps.
3. They should come with some fragrances in the soaps.
4. Their supply chain is good so maintain the supply chain.
5. They should launch a soap specially for men segment .i.e wild stone, park avenue, etc