DETTOL Managing Brand

Extensions
Raj MEHTA - 21
Nishant SINGH - 40
Gunjan BANSAL - 54
Suraj MISHRA - 69
Huzefa CUTLERYWALA
- 58
Bhushan BAUSKAR -
55
75 Years of Dettol

Brand Dettol - launched in India in 1933 - Antiseptic liquid form

For almost the first 50 yrs, Dettol was present only as an antiseptic
liquid
Being used in hospitals and nursing homes for first aid and
disinfectant uses like cleaning wards, washing linen
Consumers were also using it for bathing, mopping, shaving
While it started its journey as the cuts and wounds brand in the
country, over the years it had taken over the role of protector
from germs in every situation.
Dettol Antiseptic Liquid trademark smell
Dettols packaging is distinct the green & white colours are
associated with hospitals. All Dettol products have a sword on the
pack, which is a symbol for fighting germs and infection.
% Sales in Revenues Dettol Brands

2006 Sales Total Sales Rs. 281

Cr.

0.14

0.29

Rs. 49 Cr
18

Rs. 20 Cr
7
Rs. 210
Cr
75
Success OR Failure of Brand Extensions
Success OR Failure of Brand Extensions
Dettol Soap Brands

Sales in INR Million Market Share (2001 vs 2006)

5/6/17
By Value
5/6/17
5/6/17 5/6/17
5/6/17
5/6/17 5/6/17 5/6/17
5/6/17
5/6/17
5/6/17

5/6/17
5/6/17

5/6/17
5/6/17
5/6/17 5/6/17

5/6/ 5/6/ 5/6/ 5/6/ 5/6/ 5/6/ 5/6/ 5/6/ 5/6/ 5/6/
17 17 17 17 17 17 17 17 17 17

Brand Management
Dettol Liquid Soap Brands

Sales in INR Million Market Share (2001 vs 2006)

5/6/17
5/6/17
5/6/17
5/6/17
5/6/17
5/6/17
5/6/17

5/6/17

5/6/17

5/6/ 5/6/ 5/6/ 5/6/ 5/6/ 5/6/ 5/6/ 5/6/ 5/6/ 5/6/
17 17 17 17 17 17 17 17 17 17

Brand Management
Dettol Talcum Powder Brands

Sales in INR Million % Market Share (2001 vs 2006)

5/6/17
5/6/17

5/6/17

5/6/ 5/6/ 5/6/ 5/6/ 5/6/ 5/6/

17 17 17 17 17 17

Brand Management
Dettol - BCG Matrix