Dettol Project
A PROJECT REPORT
ON
< RECKITT BENCKISER (INDIA) LIMITED>
SUBMITTED BYPriyankita Hazarika
Roll no:- 28
3rd Semester
INTRODUCTION
Dettol, the brand synonymous with protection from germs, had for long been voted as India¶s most trusted brand. In September 2008, the marketing team of Dettol was reviewing the brand¶s performance in its 75th year of existence to formulate a three-year plan. Dettol¶s growth trend had been slow but steady over the years and a number of initiatives taken in the recent years had started yielding results.
The brand started its journey in 1933 as antiseptic liquid, but over the years, it has been extended to a number of product categories like toilet soaps, liquid handwash, liquid bodywash, shaving cream and plaster strips. The growth trend in the last few years had been encouraging with share showing an accelerated upward growth in most categories, but the team felt share gain could be much faster. The brand team decided to further build on the growth trajectory and set itself a visionary target that of doubling Dettol¶s overall share in next three years in the combined market of the product categories it is present in (Antiseptic Liquid, Bar soaps, Liquid Handwash,
Bodywash).
The team knew that it had to address various challenges to achieve its ambitious target viz.consumers saw the need for germ kill only in specific situations, resulting in irregular usage and seasonality. The brand had to fight in a competing environment in which new variants and re-launches were used for driving growth, it was critical to determine what & where should be the business thrust to optimize the marketing spend and further accelerate the brand growth.
COMPANY PROFILE
Reckitt Benckiser was formed on 3 December 1999 as a result of the merger with Reckitt &
Colman plc and Benckiser N.V. It is headquartered at Berkshire, United Kingdom. Worldwide, the company has a leading position in household cleaning and health & personal
ON
< RECKITT BENCKISER (INDIA) LIMITED>
SUBMITTED BYPriyankita Hazarika
Roll no:- 28
3rd Semester
INTRODUCTION
Dettol, the brand synonymous with protection from germs, had for long been voted as India¶s most trusted brand. In September 2008, the marketing team of Dettol was reviewing the brand¶s performance in its 75th year of existence to formulate a three-year plan. Dettol¶s growth trend had been slow but steady over the years and a number of initiatives taken in the recent years had started yielding results.
The brand started its journey in 1933 as antiseptic liquid, but over the years, it has been extended to a number of product categories like toilet soaps, liquid handwash, liquid bodywash, shaving cream and plaster strips. The growth trend in the last few years had been encouraging with share showing an accelerated upward growth in most categories, but the team felt share gain could be much faster. The brand team decided to further build on the growth trajectory and set itself a visionary target that of doubling Dettol¶s overall share in next three years in the combined market of the product categories it is present in (Antiseptic Liquid, Bar soaps, Liquid Handwash,
Bodywash).
The team knew that it had to address various challenges to achieve its ambitious target viz.consumers saw the need for germ kill only in specific situations, resulting in irregular usage and seasonality. The brand had to fight in a competing environment in which new variants and re-launches were used for driving growth, it was critical to determine what & where should be the business thrust to optimize the marketing spend and further accelerate the brand growth.
COMPANY PROFILE
Reckitt Benckiser was formed on 3 December 1999 as a result of the merger with Reckitt &
Colman plc and Benckiser N.V. It is headquartered at Berkshire, United Kingdom. Worldwide, the company has a leading position in household cleaning and health & personal