Because one of the most crucial fundamental human requirements is hygiene, the proverb “Hygiene is two-thirds of health” has a lot of weight in real life. We are required to constantly wash our hands as a result of the covid-19 epidemic to stop the virus from spreading to other people. You could be thinking that washing your hands with normal soap would eliminate the germs in one go. You are mistaken about that, though, as antibacterial compounds are present in hand wash liquids and disinfection gels, but not in normal soaps.
Making antibacterial chemicals for products must therefore be done by someone in order to achieve this. Reckitt is a multinational consumer goods corporation with a foundation in the UK that leads the industry in the production of disinfection products on a global scale. Reckitt & Sons is well known for developing disinfectant products for a cleaner and healthier world by introducing Dettol, Harpic, Vanish, Cillit Band, and Lysol. The company eventually amassed a net worth of about 56 billion USD and grew to become one of the largest household products companies in the world.
Dettol among these brands experienced the most rise throughout the pandemic. However, Dettol was already a well-known and widely used household brand before the pandemic. This is a result of its excellent goods, affordable prices, and, most significantly, marketing tactics. In the absence of effective marketing methods, no brand can thrive properly. We will examine Dettol’s marketing approach in this post to see why it is the most dependable hygiene brand.
Marketing Strategies of Dettol
Product Strategy
Price Strategy
Promotion and Advertising Strategy
Selling & Distribution StrategyUnique Features of Dettol’s Marketing Strategy
STP of Dettol
Dettol’s Marketing Campaigns
Dettol’s Covid-19 Marketing Strategy
Marketing Strategies of Dettol
One of the most well-known and reputable antiseptic and hygiene brands is Dettol. When it comes to hygiene, almost every household has a strong belief in this brand. The following are Dettol’s main marketing techniques that have helped it become well-known in the hygiene sector:
Product Strategy
As an antiseptic liquid, soap, hand wash, and surface cleaning product, Dettol is one of the most well-known brands in the world. Antiseptic Liquid, a Dettol unique product that is a must-have for any first aid kit, is just one of its many original items. The company sells a number of additional items, including dishwashing liquid, shaving cream, and hand sanitizers. Dettol’s success is greatly attributed to its product strategy, which entails offering several items at reasonable prices under one brand name with the claim that they will eliminate 99.9% of germs.
Price Strategy
Dettol offers a superb pricing strategy that employs a range of prices as one of its primary marketing tactics. As I already said, Dettol offers reasonably priced goods that employ the valued price technique, which ensures that the buyer receives the greatest possible value for the goods they buy. Dettol Anitspectic 550ML, for instance, sells for INR 194 and 1 Liter for INR 330 in India. Its pricing approach is to provide its items in a range of sizes and costs to accommodate various customer demographics.
Promotion and Advertising Strategy
The promotion and advertising of the Dettol brand receives a sizable portion of the company’s income. It is well recognized for using campaigns, radio, TV, print commercials, etc. to advertise its products. With its blogs, surveys, social media platforms, and various initiatives, the company is renowned for forging a close connection with its consumers. For the purpose of enhancing its reputation among customers, Dettol regularly indulges in celebrity promotions.
Selling & Distribution Strategy
More than 120 nations provide Dettol products. In order to reach wholesalers and retailers, the corporation first sells its goods to distributors. When a corporation receives a large order, they will deliver the products directly to the client using a direct channel distribution method.
Dettol chooses to use an incredible marketing and distribution strategy by making its products available everywhere, including malls, local pharmacies and general merchandise stores, as well as various eCommerce platforms.
Unique Features of Dettol’s Marketing Strategy
The following are some of the unique features of Dettol’s marketing strategies that make it stand out from the rest:
Brand Equity
According to brand image data study, customers see Dettol as being authoritative, in some way adaptive and reliable, and assuring protection from germs. The effectiveness of Dettol in protecting against microorganisms has not diminished. It has been compared to a soldier who protects the wearer from the unclean and corporeal domain.
The user goes through a spectrum of emotions when they utilize a brand. In addition to informing customers that their families are secure, the brand evokes positive images and ideas, providing moms the satisfaction of knowing that they have done everything possible to safeguard their children from infections.
BCG Matrix
An analysis of a company’s many products is done using the BCG Matrix, a growth-share matrix. Four categories are used to group the products in the matrix. These are the standout items, the moneymakers, the dogs, and the open questions. Star products have a high growth rate and a high market share, whereas cash cows have a low growth rate but a high market share, dogs have a low growth rate and a low market share, and question marks have a high growth rate but a low market share.
Because there is less need for products like soap bars, shaving cream, and wipes among consumers, Dettol’s liquid hand wash is its star product, its antiseptic liquid is its cash cow, band-aids are its dogs, and wipes are its question mark.
Competitive Analysis
Competitive analysis is yet another distinct aspect of Dettol’s marketing plan. Due to its presence in a number of product categories and the vast RB network, Dettol can reach a wide market in a variety of industries. Although some of their market segments, such as those for wipes, kitchen gel, and shaving cream, are performing relatively poorly due to competition from numerous domestic and foreign giants, including HUL, P&G, Dabur, and many others, they still dominate some markets, such as those for antiseptic liquid and liquid hand soap.
Market Analysis
In the market for sanitation products right now, there are various producers’ offerings. As wealth and education levels rise and consumer awareness of the environment grows, businesses in this sector have an opportunity to expand their target markets. A further distinctive aspect of Dettol’s marketing approach, which takes this into consideration, is that it consistently undertakes market research to keep ahead of the competition.
Customer Analysis
Dettol’s consumer analysis enables it to take into account all demographic groupings, regardless of age, gender, or financial situation. This is due to the fact that everyone requires antiseptics, and since Dettol has been available for a long time and has functioned brilliantly, customers have complete faith in the brand.
STP of Dettol
STP of Dettol
Dettol uses Demographic segmentation in terms of age, social status, behaviour, gender, income level, and occupation. In simple terms, any person of any age can take the advantage of Dettol products.
Targeting
Every generation, from the young to the old, helps Dettol’s target customers by increasing the usage rate.
Positioning
Everybody searches for hygiene items if there is a virus outbreak. Dettol places emphasis on its fundamental brand positioning as an antiseptic that guards against 99.9% of germs as a result.
Dettol’s Marketing Campaigns
Dettol’s Most Recent Campaigns
As part of the #showercool campaign, Dettol has created a commercial short that showcases the unique selling point of its soap, Dettol Intense Cool. Additionally, the business has partnered with IPL side Rajasthan Royals as its official cooling partner for IPL 2022.
Dettol’s Viral Campaign
Despite the ongoing relaxation of the lockdown procedures, the Dettol advertisement about people going back to work became viral for the wrong reasons. The commercial aims to explain aspects of workplace culture that those who work from home might be missing out on. However, because the advertisement compared returning to work to seeing your second family, it immediately generated criticism from commuters. It was soon made clear by the officials that there had never been a “return to work” campaign as the government was planning a press partnership effort to investigate a variety of topics relating to the coronavirus response.
Dettol’s Covid-19 Marketing Strategy
Dettol has established itself as the market leader in the soap business in India due to the upsurge in the use of hygiene and wellness products. The company currently has 14% of the local soap market under control, according to RB’s most recent statement.
“Dettol, for the first time in its history, as a tribute to covid-19 warriors, replaced its iconic logo with an image of a Covid protector along with the ‘protector’s’ moving story,” the firm stated on the occasion of the introduction of the “Dettol Salute Campaign”. During the pandemic, the brand employed this excellent marketing tactic.
In order to raise public awareness of health and hygiene issues, Dettol Banega Swasth India (DBSI) also started the Swachh Bharat Swasth Bharat Yatra, which involves holding nukkad nataks on Varanasi’s ghats.
The business of Dettol benefited from excellent and efficient supply chain management during the crackdown in addition to improved awareness of hygiene concerns, which has increased use of hygiene products. More than 60% of the business’s Indian sales are made up of Dettol and other etiquette products like Lysol and Harpic.
For additional traction, it hired the advertising company Dentsu X in January. The Dettol India #handwashchallenge campaign was launched in April by RB to capitalize on TikTok’s popularity. The business claims that 125 billion people watched the campaign. In addition, it has collaborated with AIIMS to promote relevant research projects on sanitation and other non-pharmaceutical topics.
Conclusion
When it comes to hygiene, Dettol is one of the most well-known household names. The advantage it has over competing hygiene products is a result of all of its marketing tactics. Its brand name is enhanced by its incredible products, price, promotions, and selling techniques. As a result, Dettol’s marketing approach is a superb example of how to simultaneously ensure client satisfaction while developing a strong brand image.
FAQs
Why is Dettol so successful?
Dettol’s success can be attributed to the wide selection of high-quality, reasonably priced goods it provides to meet the demands of every home. Additionally, because it is a tried-and-true brand, consumers buy it over competing brands due to their high faith in it.
Who is the owner of Dettol?
Reckitt Benckiser, one of the world’s largest household products companies is the owner of Dettol.
What is the unique selling proposition of Dettol?
The supply of germ prevention in Dettol goods such the antiseptic liquid, hand wash, soaps, and shaving cream is a key differentiator.
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