Over the years, the communication was moved along this gradient of educating consumers, on how they pick up germs throughout the day and only Dettol soap can give the required protection everyday. There are multiple product innovation opportunities from the international stable of Dettol hand Wash — which the brand team is evaluating for future launch.
Over the years, the product has been extended for other disinfection uses like adding to bathing water, disinfecting baby nappies, adding to water while mopping etc. The brand team felt a need to launch variants in Dettol Soap given that sensorial measures like fragrance, moisturized soft skin, etc were key drivers when it came to consumers choosing their soap brands.
Over the years, the clouding action and the sword have become synonymous with the brand and have been creatively used in Dettol advertising. Not only the major brands are getting benefited but overall hand wash market is also growing owing to enhanced awareness and a power of heightened overall voice in the marketplace.
Periodic advertorials on good hygiene practices, threat of illnesses, hygiene habits, educational advertorials, etc are some of the other initiatives.
It relaunched itself inwith better packaging graphics and upgraded variants in line with the global range. Dettol occupies a 4. The market can be classified into about ten different appeals such as Beauty, Health, Fairness, Freshness, Herbal etc.
It is celebrated every year on October 15where each year approximately million people are involved in celebrations across over countries globally. Lux Body Wash did a big bang advertising launch in with celebrity endorsement Kareena Kapoor.
Pharma launched Suthol antiseptic liquid in April in their stronghold state of West Bengal, which was positioned on soothing sensation, from irritation due to prickly heat, mosquito bites, after-shave, etc. Players in the Market: This was followed by TV advertisements centered on first aid application for many years.
Dettol sales grew year after year, with communication being renewed periodically to keep consumer interest in the brand promise alive. Dettol is working with Global Hygiene council, a council working towards increasing hygiene awareness across countries. However, given its heritage and years of existence, Dettol Original Soap continues to be the lead variant, and top of mind when it came to Dettol Soaps see Exhibit 3g for variant contribution for Dettol and some major competitors.
This has limited Dettol penetration in the lower end of the market. The channel is managed by a wellstructured sales force, responsible for achieving sales for the entire product portfolio of more than Stock Keeping Units SKUs.
The Indian bar soap market has a large number of players that use different appeals to connect with their consumers.
Dettol soap sales reacted very positively to this new communication. It has been likened to a bodyguard who protects them from the unclean and unhygienic outside world.
Banega Swach India Campaign: For almost the first 50 years, Dettol was present only as an antiseptic liquid. Another challenge was to create a positioning that managed a fine balance between a cosmetic and therapeutic medicated position. Antiseptic Liquid is a well-penetrated market, given its use in first aid, and is sold in over 16 lac outlets in the country see Exhibit 2d for distribution details.
The stronghold Reckitt Benckiser India Ltd.: It launched a new white variant in September It is not supported on air. In liquid hand wash category, Dettol holds 50% market share. In Dettol was the leader in the hand wash category with a share of. Dettol Hand Wash Market Size. named “Z Clean Hand wash” in a growing market.
Dettol, for the record, is the leader in the anti-septic liquid category with almost per cent of the market in the country. which is priced at less than half that of its regular pump bottle of liquid hand wash (available for Rs for a ml pack).
since it is a small category, not more than Rs crore in size, according to. Markets for various categories - The Liquid Handwash Market Dettol introduced the Liquid Hand Wash in It was known that many consumers use Dettol Soap for cleaning hands.
Due to the huge size of the rural market in India, other companies, international, national or local can enter the market. 3. The threat of existing competitors Due to the huge size of the rural market in India, existing players in the liquid hand wash market are a source of competition in the rural market like: • Lifebuoy • Palmolive • Fem 4.
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 .Dettol hand wash market size