In a society that has witnessed the massacre of the COVID-19 pandemic, health and hygiene plays a huge part in our lives. During the daunting times of 2020 and 2021, the world adapted to cleaning their hands effectively so that spreading the germs could be avoided as much as possible.
But we have to understand that natural soaps do not contain the right ingredients to fight harmful bacteria. Liquid handwash is very useful for cleaning our hands, which also fights these germs. One of the largest UK-based companies, Reckitt & Sons is very popular for manufacturing antibacterial chemical products.
This company is famous for making products like Dettol, Harpic, Lysol and many other products that keeps our homes and lives free from harmful germs. Records indicate that the company has an overall valuation of $56 billion and positions itself as one of the largest household product organizations.
During the COVID-19 pandemic, Dettol has witnessed a record breaking success. But Dettol was already popular before as a trusted product. Dettol’s marketing strategy has helped it to stay industry leader for a very long time.
The business model of Dettol-
Dettol is one of the most successful disinfectant and antiseptic products. It is a household name when it comes to a cleaning day. The product has been built with years of trust from the customers.
- While analyzing the product strategy, you can see that Dettol has a huge brand reputation in the selling along with distributing antiseptic products. These products are in the form of soap, handwash, surface cleaner and many others.
- Dettol’s most popular product has been the Antiseptic Liquid which has been a go to for first aid toolbox. The brand also launched several other products like a dishwashing liquid, sanitizers and many others.
As a trusted brand for years, Dettol has kept a brilliant pricing strategy. The company has always provided a valuable product at a very affordable rate. Currently, a 550ml of Dettol Antiseptic Liquid costs around Rs. 200, which is very inexpensive. The product also comes in different sizes that suits a diverse target audience.
Reports suggest that Dettol invests heavily on promoting their products through several advertisement campaigns. The brand also runs their ads on televisions, radio and many others. Dettol also devotes their brand motto towards garnering deep connection with their customers. These take place with the help of informative content on social media channels, blogs, celebrity promotions and many others.
Dettol’s marketing strategy is impeccable-
Dettol is available to more than 120 countries in the world. The company sells their products to several distributors, who channelize those to wholesalers along with many retailers. When there is a bulk order, the company is said to deliver their product straight to the customers, using the direct channel system of distribution.
This is definitely quite innovative for a brand. The supply chain strategy of Dettol is super efficient as it is available in local stores, supermarkets, ecommerce platforms, pharmacies and many others.
Over the years, Dettol has established itself as one of the most top-valued brands. This is because the product has shown value to its customers, when considering leading a hygienic lifestyle. Germs and harmful bacteria have been said to be clear with Dettol’s effective ingredients.
When a brand listens to its customers, it necessarily creates an inclusive environment. In the case of Dettol, you can see that families trust Dettol and that has taken years of innovation and development as a product. Also a pivotal point is that mothers have always opted for Dettol, when looking after cleaning the germs on their child after a muddy playful round from the field.
Dettol’s growth analysis-
Due to a diverse product portfolio of Dettol, the brand can reach a broad target audience. The brand also dominates markets like antiseptic liquid, handwash, soaps along with other segments like disinfectant wet wipes, gel for cleaning the kitchen, shaving cream and many others.
The market competition is very high as many other manufacturers have penetrated the segment and offer similar products. But Dettol has penetrated the market that has now become more environmentally conscious and health enthusiasts. The brand has operated its business model on consistent market analysis to understand the demands of the customers.
Any segment of customer, irrespective of age, social status or gender looks for a genuine antiseptic liquid to address their hygiene needs. Here, Dettols stands as a market leader which has been admired by the customers for several years.
The marketing strategies of Dettol have been beautifully crafted to ensure growth and development within the company. The sustainability of Dettol came with demographic segmentation in terms of age, financial status, gender and several others.
The brand has a target audience from young children to senior citizens as anyone can need antiseptic liquids in their lives. There can be harmful germs lurking around and making people fall sick. Dettol ensures overall protection from these germs. When it comes to a happy and healthy life, Dettol wants to be our protector. Records suggest that along with Dettol, Lysol and Harpic accounts for about a 60% market share in terms of sales in India. Dettol has always been a household product when it comes to hygiene. The marketing strategies of Dettol has ensured to portray a supportive advertisement campaign as Dettol also holds an emotional note on its target market. This brand expresses innovation and progress of a product that has been improving for several years.
Frequently Asked Questions-
- What makes Dettol such a popular product?
Ans– Dettol offers effective protection to a household from germs and harmful bacteria. The product has earned years of trust among its customers.
- Which company created Dettol?
Ans– Dettol was created by Reckitt & Sons, a UK-based company, dealing in the consumer goods segment.
- What is the marketing strategy of Dettol?
Ans– Dettol’s marketing strategy includes great value at an effective price.
- Where can you find Dettol?
Ans– Dettol can be found in a large number of places like local stores, ecommerce platforms, pharmacies, supermarkets and several others.
