Marketing Plan for Dettol Liquid Handwash

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