Strengths Weaknesses

• Oldest germ killers in the market • Despite excellent product, limited

• Wide applications of Dettol penetration in rural markets
• Strong customer brand loyalty • Competition from other similar
• Strong advertising and marketing products means stagnant market
campaigns through TVC's, OOH share for Dettol
hoardings, print media & online
• ads
Despite excellent product, limited
penetration in rural markets
2. Competition from other similar products means stagnant market
Threats share for Dettol Opportunities
• Other main players in the • Leverage the powerful brand
antibacterial category can affect equity associated with the Dettol
market share of Dettol Brand to make it an everyday use
• Other emerging players and proposition.
alternatives available • Tie-ups with schools, hospitals,
hotel chains etc
• People opting for ayurvedic & • Better penetration in rural
natural treatments can reduce markets and emerging economies
business
A report on the strategic
Approaches of
DETTOL

Presented By:
Tanveer Islam ID: 55
Ferdows Abid ID: 59
 Reckitt & Colman plc Benckiser NV

Company Overview
Reckitt Benckiser Reckitt Benckiser
1999

BRANDS
 Protecting families for over 80 years

#1 Antiseptics 127 Million Bottles Sold Present in 124

DETTOL Worldwide Each Year Countries

Brand Overview Dettol Products

 MISSION “Make A Difference By Giving People Innovative
STATEMENT Solutions For Healthier Lives And Happier
Homes”
 Achievement Entrepreneurship
COMPANY
VALUES

Teamwork Commitment
 Strengths Weaknesses

• Oldest germ killers in the market • Despite excellent product, limited

• Wide applications of Dettol
• Strong customer brand loyalty
• Strong advertising and marketing
SWOT campaigns through TVC's, OOH
hoardings, print media & online
penetration in rural markets
• Competition from other similar
products means stagnant market
share for Dettol

ANALYSIS • ads
Despite excellent product, limited
penetration in rural markets
2. Competition from other similar products means stagnant market
Threats share for DettolOpportunities
• Other main players in the • Leverage the powerful brand equity
antibacterial category can affect associated with the Dettol Brand to
market share of Dettol make it an everyday use proposition.
• Other emerging players and • Tie-ups with schools, hospitals, hotel
alternatives available chains etc
• People opting for ayurvedic & • Better penetration in rural markets
natural treatments can reduce and emerging economies
business
 Power of Power of Threat of Threat of New Competitive
Suppliers Buyers Substitute Entry Rivalry
Porters’ Five
Forces Low Medium Medium Low High
Internal
Analysis
DISTRIBUTION
Manufacture C & F Agents Distributors Retailers Customers
PROCESS
 THE COMPETITORS
COMPETITIVE
ANALYSIS
 COMPETITIVE ADVANTAGES

COMPETITIVE
ANALYSIS Global Brand Packaging & Color
Brand Awareness Combination