Marketing Mix of Dettol and 4Ps (Updated 2023)

The Marketing mix of Dettol analyses the 4Ps of Dettol, including the Product, Price, Place, and Promotions. Dettol is a trusted brand and operates under the company Reckitt Benckiser. This company started its operations in India in 1933. Currently, the headquarters of the South-Eastern Region is located in India, and C M Sethi is the current MD and chairman of this group in India. As the tagline-Be 100% sure, suggests the brand of the product, Dettol’s products are all related to hygiene. NIMA, or the National Integrated Medical Association, has recommended and approved all its antiseptic products for consumer use.

Under the iconic brand name of Dettol, many products have been introduced in the market. In the minds of consumers, Dettol brings out positive emotions of keeping one’s family safe and healthy. This trusted health champion has always maintained its uniqueness and quality, and customer loyalty has rewarded it.

About Dettol

• Type: Cleaning disinfectant and antiseptic
• Industry: Household products
• Founded: 1932
• Founder:  Reckitt
• Headquarters: Bracknell, Berkshire, England
• Area served: Worldwide (except the United States)
• Key people: Laxman Narasimhan (CEO)
• Number of employees: Over 40,000+

Some of the main competitors of this well-known company are the following:

Competition

• Lifebuoy
• Safeguard
• Savlon
• Hindustan Unilever
• Henkel-Jyothy (Pril and Exo)

Dettol Product Strategy

Dettol satisfies the basic needs of customers by helping them to protect their families from germs anywhere. Dettol products have targeted mainly the women and children group. Their promise of providing products free from bacteria, dirt, and germs is appreciated by everyone. The trust that Dettol commands is proof enough that the customers have enthusiastically accepted their brand line and products. To satisfy their customers, the company provides a wide range of products.

The new Product Mix of Dettol in 2023 is as follows (Source).

1. Dettol Antiseptic Liquid: The original product of the Dettol brand, widely used for disinfecting skin and wounds. It also comes in a spray variant.
2. Dettol Hand Wash: A liquid with a hands-free dispenser, used primarily in bathrooms and kitchens.
3. Dettol Soap: A line of antibacterial soaps offered by Dettol for personal hygiene.
4. Dettol Surface Cleaning Products: These are multi-purpose cleaners for hard, washable surfaces.
5. Country-specific Product Lines: Dettol adapts its product categories to meet the specific hygiene needs of different countries. For instance, in the UK, their products are divided into Surface Cleaning, Hands, Laundry, and On the Go categories, while in India, the products are categorized into ‘For Your Home’ and ‘For Your Family’.

Dettol Place Strategy

Dettol has been successfully targeting markets in Eastern and South Asian Countries. The main products of Dettol are available in many cities in China, Australia, Germany, and the UK. India has been its faithful and constant target market. In almost every part of the country, one can buy a Dettol product. Dettol has captured nearly 60% of the Indian market, and its strength is continuously growing. One can usually find a Dettol product in a metropolitan city or a small village. They are sold in places like Medicine shops, Supermarkets, and Local markets.

There are many plants in India for the manufacturing of Dettol products. One of them is located on Marwa Road in Mumbai. After manufacturing and packaging, the products are sent to C & F agents all over India. These agents act as the mediator between the manufacturer and the distributor. Dettol Company also has warehouses in rural areas where the products are kept safely. The S. K. U agents then distribute the products to the market retailers. It is up to them to watch the market’s happenings and inform the distributor of the necessary demands.

Dettol’s place strategy can be summarized as follows:

1. Global Availability: Dettol products are sold in over 120 countries, showcasing its strong international presence.
2. Market Segmentation: The company divides its markets into groups based on consumer behavior, with distinct strategies for regions like Europe, North America, Australia, New Zealand, Asia, Africa, and South America.
3. Wide Retail Distribution: Dettol is available in major outlets like supermarkets, retail shops, and medical stores, ensuring widespread accessibility.
4. Rural Focus in Some Markets: Dettol has a dedicated rural development sales force in countries like India, indicating a focus on penetrating rural markets.
5. Online Sales Channels: Dettol’s personal care line of products is also available on e-retail platforms like Amazon, adapting to the growing trend of online shopping.

Dettol Pricing Strategy

Dettol has maintained a firm grip on the market by periodically evaluating the price of its products. The company has also shrewdly kept a watch on all its competitors to sustain competitive advantage at the base price level at either par or a little less. Value pricing means the customer gets the optimum value for the product bought. Neither is the pricing too high or low or too competitive. The price of some of its competitors’ products is less than that of Dettol, but still, the primary market belongs to Dettol.

Products of this brand are preferred over other brands of similar products not because they are cheaper but because they have earned the commoner’s trust by maintaining the quality of their products. It has kept a flexible pricing policy where the demands and the usage determine its prices. To attract customers, it brings out periodic offers and schemes. This helps maintain the balance between producers, distributors, and consumers. Most online shopping websites give discounts and attractive offers on every purchase.

Dettol’s pricing, marketing mix, and distribution strategy are multifaceted, designed to cater to a diverse customer base while maintaining its brand image:

1. Competitive Pricing: Dettol products are priced competitively, slightly higher than some rivals, to reflect their quality and brand value.
2. Product Line Pricing: Prices vary across product lines, catering to different uses like home or clinical settings, with distinct price levels for various product variants.
3. Captive Product Pricing: In segments like hand wash, the base product is priced affordably, while refills are slightly higher, encouraging initial purchase and continued use.
4. Bundle Pricing: Dettol offers value packs at a discount, promoting bulk purchases.
5. Optional-Feature Pricing: Standard products have a base price, with premium variants (like scented versions) priced higher.

Dettol Promotion Strategy

The main target of the company, Dettol, is the middle-class group. They have also targeted the rural market as their products have already captivated most rural and urban areas. Particular emphasis has been laid on marketing strategy and wooing the female section because, in a middle-class family, women make all the household decisions. Hence, the women are the decision-makers.

Advertising for Dettol products started in 1960 and has been successfully carried out. Dettol has been using a marketing communication strategy that involves ATL and BTL strategies. ATL strategies like print media, various social media platforms, newspapers, and radio are used. Attractive packaging of kitchen products has also increased its popularity. All the products have a sword on their green cover to indicate their fighting spirit. This packaging has become synonymous with Dettol.

Many schemes are launched to increase the awareness of the products and to provide detailed information about each item. New and innovative ideas should be introduced to boost sales. During the rainy season from June to August, the company gives a 2% discount to the retailers and a 4% discount to the wholesalers to increase sales. A special offer of one free soap on purchasing three soaps is also available in medical shops during these months. The company’s innovative schemes and marketing strategies have helped in the continuous loyalty of the customers.

To endorse their products, Dettol has been using famous and well-known personalities for TV ads. They have hired Saad Imran and renowned TV personality Sakshi Talwar for the Dettol soap ad for their advertising campaigns.

Some Recent Video ads and Print ads for Dettol are:

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