General Awareness

April 05, 2018

April 05, 2018 @ 06:03 PM

xat banner

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.
Stay informed, Stay ahead and stay inspired with MBA Rendezvous 

Crucial Dates, You Should not Miss

IMI New Delhi
Admissions open for PGDM / PGDM(HRM) / PGDM(B&FS) at IMI New Delhi. Last date to apply is Dec 3rd, 2018.
Birla Institute of Management Technology (BIMTECH)
BIMTECH Admissions Open for 2019.
XIMB, XUB Admissions Open for 2019 at Xavier Institute of Management. Last date to apply December 7th, 2018.
MDI Gurgaon
Admissions Open for PGPM | PGPM-HRM | PGP-IM 2019 at MDI Gurgaon. Last date to apply November 23th, 2018
Admissions open for PGDM-C 2019-2021.
Goa Institute of Management
Admissions open for 2019-2021 at GIM. Last date to apply is November 30th, 2018
Admissions open for PGDM 2019-2021 at SDMIMD.
IMT Ghaziabad
Admissions open for 2 Year PGDM and MBA programs at IMT Ghaziabad- Application Deadline is November 22nd, 2018
ICFAI Business School
ICFAI Business School Accepting Applications for IBSAT 2018
Lal Bahadur Shastri Institute of Management (LBSIM)
Admissions open for 2019 at LBSIM, New Delhi. Last date for applying Dec 15th, 2018
Experience@TAPMI Admissions Open for 2019
MDI Murshidabad
Admissions Open for PGP 2019-21 at MDI Murshidabad
SIBM, Bengaluru
Admissions Open for MBA 2019-21 at SIBM, Bengaluru
XAT 2019 Registration, Application Ends on November 30th, 2018. Exam Date January 6th, 2019