General Awareness

April 04, 2017 @ 01:15 PM

April 04, 2017 @ 01:15 PM

K. J. Somaiya Institute of Management Studies and Research, Mumbai

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How does Dettol continue to dominate in the hygiene category?

MBA Aspirants are expected to know on the success story of established Brands. This helps them to understand industry for which they are dreaming to join in future.  Today, you will read on: How does Dettol continue to dominate in the hygiene category?
All of us are familiar with the brand ‘Dettol’. In fact, Dettol has become a household name in the hygiene category; its product line includes antiseptic liquid, soaps, liquid handwash, hand sanitizer, body wash, shaving cream and medicated plasters.
The reason why Dettol has been dominating in the hygiene category and will continue to do so is because Dettol, under the umbrella of Reckitt Benckiser, is the only brand to manufacture such a vast product line. 
Dettol captured the Indian market even before the 1950s, and till today, the brand has not lost its strength. All Dettol products have an active ingredient called chloroxylenol (C8H9ClO), which is responsible for the antiseptic property. 
Dettol antiseptic liquid is used to clean wounds and cuts and disinfect surfaces and clothes. Since Dettol’s product line is vast and caters to every need of a household, it can easily replace any other brand. This is why we continue to use Dettol products even though there are other competitors in the market. 
In India, Dettol as a brand stands for ‘trusted protection’. Dettol’s products are of high quality and are affordable, which is why they have managed to enter majority of the households in India. 
In addition, Dettol increases public awareness through corporate social responsibility (CSR) projects. By organising campaigns in rural areas and schools, Dettol has created an image in the public that it cares about people’s hygiene. One of the campaigns run by Dettol was the School Handwash Program, in collaboration with Jagran Solutions.
Through this program, Dettol managed to educate more than 3 lakh students in 350 schools. Also, Dettol came up with posters illustrating the 6-step hand-washing regime. These posters are now displayed in washrooms in schools, shopping malls and offices. This way, Dettol not only promotes good hygiene but indirectly promotes its products.
The 150-200 crore antiseptic liquid market in India is dominated by Dettol, which has close to 86% market share. After Dettol, Johnson & Johnson’s Salvon is a significant player with a market share of 8.1%. 
These figures tell a compelling story that Dettol has no strong competitor in the hygiene category. Another reason why Dettol continues to dominate in the hygiene category is because of the diverse uses of its products. For example, Dettol antiseptic liquid can be used while washing clothes, mopping the house, and for cleaning wounds. So, Dettol’s products are seen as value for money; instead of purchasing two or three products for various uses, consumers can save money by purchasing only product for various uses.
New competitors are always entering the hygiene sector, which is why Dettol continuously makes improvements to its products to remain in the lead. In the past, people used to use bar soaps; however, now, liquid soap is gaining popularity. 
So, Dettol has moved with the times and started manufacturing Dettol liquid handwash and body wash to meet demands of the consumers. Since there has been an increase in the number of people commuting long distances, Dettol has come up with the hand sanitizer so that people can practise good hygiene even in the absence of soap in public washrooms. 
Dettol has won our hearts with its outstanding products, wide product range, and its CSR programs, which are indicative of its commitment to promoting good hygiene for the welfare of the public.
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