Dettol Soap

Topics: Reckitt Benckiser, Marketing, Antibacterial soap Pages: 13 (3593 words) Published: November 30, 2010
Dettol Soap

Dettol Antiseptic Liquid Disinfectant is the name of commercial liquid and solid antiseptic products belonging to a household product line manufactured by Reckitt Benckiser. The traditional liquid product is a light yellow colour, but becomes milky white when diluted in water. This diluted mixture can be used to clean cuts etc. The active ingredient which defines its unique antiseptic property is an aromatic chemical compound known as chloroxylenol (C8H9ClO). This makes up 4.8% of Dettol's total mixture,[1] with the rest composed of pine oil, isopropanol, castor oil soap, caramel, and water. Because several of the ingredients are insoluble in water, Dettol produces a white emulsion of oil droplets when diluted during use. Diluted Dettol can also be used to treat acne[2] in small quantities, but it must not come into contact with eyes, mouth, or nasal passage[citation needed]. Its topical application is a remedy for boils (skin abscess).[citation needed] Like other household cleaners, Dettol is poisonous and should not be ingested. In an extreme case, a forty-two-year-old British man died from Dettol overexposure in May 2007.[3] The company ran a controversial advertising campaign where it claimed that your toilet seat was cleaner than kitchen work surfaces. It was forced to withdraw the campaign. In Australia, the use of Dettol in a spray bottle is used to combat Cane Toads, as spraying the disinfectant kills the toads quickly. Dettol has been a highly reputable producer of hygiene products in the UK for numerous years. They are a company that takes great pride in the accomplishments and achievements that they have made. With numerous products working for both them and the customers that use them they have made great strides in keeping hygiene in the home and office around the country. Dettol handwash is a very common product that can be found filling many of the soap dispensers in restaurants, schools and even hospitals in this country. The Dettol antiseptic liquid can also be found in many of these areas. Both work well in keeping the harmful bacteria that infects people at bay, and thus reduces the amount of germs that are spread to others. People that access these products should be sure to follow the directions on how to use them properly if they are to get the full benefits of these products. If this is done then you can rest easy knowing that the harmful germs and bacteria are being cleansed from the areas that had come into contact with. STRATEGIES AND OBJECTIVES

Reckitt Benckiser's 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

Dettol soaps
Dettol liquid
Dettol hand wash
Dettol Prickly powder
Dettol multi purpose cleaner
Which includes dishwasher, floor mopping liquid, washroom cleaner, kitchen cleaner I have chosen Dettol Soap



Soap is a major consumer item and there is a huge demand and potential in this market particularly the anti – bacterial segment. The anti bacterial market segment has grown year on year by more than 7 % percent due to increased consumer awareness and education on the benefits of anti-bacterial soaps. As a result, the pie is growing bigger every year. Some uncontrollable situational factors that are faced by the Reckitt Benckiser Pakistan and Dettol soap are as follows, •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 Dettolsoap is more than 10 % in Pakistan out of the Rs 11 billion soap market. •Competition:...
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