Marketing Plan for Dettol Liquid Handwash

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TABLE OF CONTENTS
1. EXECUTIVE SUMMARY..………………………………………………………….…2

2. INTRODUCTION
1. Markets for various categories: The Liquid Handwash…………………………........2

3. MARKETING STRATEGY
1. Strategies and Objectives……………………………………………………………..3 2. SWOT Analysis………………………………………………………………….…...3 3. Situational analysis…………………………………………………………….…......4 4. Competition analysis………………………………………………………………....5 5. Players in the Market………………………………………………………………...6 6. Communication………………………………………………………………………7 7. Other Initiatives……………………………………………………………………...7 8. Looking Ahead………………………………………………………………………7 9. Objectives…………………………………………………………………………..12 10. Marketing Strategies………………………………………………………………12

4. MARKETING MIX
1. Product Strategy…………………………………………………………………....13 2. Price Strategy……………………………………………………………………….13 3. Place Strategy………………………………………………………………………13 4. Promotion Strategy…………………………………………………………………13

APPENDIX………………………………………………………………………………...15

 1. Executive Summary

Reckitt Benckiser India Ltd (RBIL) is a fully owned subsidiary of Reckitt Benckiser Plc., world’s No.1 Company in household cleaning. Reckitt Benckiser Plc came into being with the merger of Reckitt & Colman Plc with Benckiser NV in 1999. The company has operations in 60 countries, sales in 180 countries and has had net revenues in excess of $5.5 billion. Reckitt Benckiser India Ltd (RBIL) manufactures and markets a wide range of products in Personal care, Pest control, Shoe care, Antiseptics, Surface care, Fabric care and other categories. ‘Reckitt Benckiser is about passionately delivering better solutions in household cleaning and health & personal care to customers and consumers, wherever they may be, for the ultimate purpose of creating shareholder value.’ Dettol is a market leader in the liquid handwash market of India, with a market share of 61%. The industry has been growing at an average rate of 20%. Dettol plans to expand its market using the Market Development Strategy, that is, by increasing users and increasing usage.

Increasing Users: Dettol plans to add new users by entering and penetrating the rural market of India on a grand scale. This will be done by introducing small Sachets with a nozzle for easy use. It also plans to tie –up with hospitals and major clinics located in rural India.

Increasing Usage: By promoting the sachets in urban India as a carry item for travelling.

2. INTRODUCTION

2.1 Markets for various categories: The Liquid Handwash

Dettol introduced the Liquid Hand Wash in 1994. It was known that many consumers use Dettol Soap for cleaning hands. Dettol Liquid Soap gave the consumers a soap in a more modern and convenient format for handwash.

In hand washing, the need for germ protection is top most on consumer’s mind. Due to its early and continued efforts in building the segment and given the strength of the parent brand Dettol, this segment was historically dominated by Dettol Liquid Hand wash.

The size of the liquid hand wash market is relatively small –Rs. 59 Crores by end of 2007.

Although incidence of hand wash in a day is quite high, penetration of liquid handwash is still low in India (estimated as 10% of all Urban House Holds in 2007), bar soaps being typically used for washing hands. The key reasons for low penetration of the category are ‘expensive/low value for money’. Amongst users, the motivators are ‘protection from germs’ followed by ‘convenience of use’. Given category building efforts, the penetration has been showing a steady increase.

3. MARKETING STRATEGY

3.1 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...
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