Dettol, the 76 year old brand of Reckitt Benckiser has been the epitome of hygiene amongst it customers for many years now. Not surprising enough, it has announced that the brand is on the verge to achieve Rs 1000 crore even before the year ends. When its competitors like HUL (Lifebuoy and Lux) have been losing their market share, Dettol has managed to maintain a steady growth amidst the competition. This can be mainly attributed to its focused brand positioning of germ protections. Smart strategic moves involve its stable pricing, well thought brand extensions and accessibility through smaller packs. Although Dettol has added a wide array of products like liquid hand wash, body washes, soaps, shaving cream it still has managed to make the brand distinct. The consumers have associated Dettol to be the bodyguard against germs and infections. The brand’s endorsement from the Indian Medical Association has only added to their advantage.

The July figures have shown Rs 900 crore, so the milestone of Rs 1000 crore is not an uphill task. Dettol has also left no stones unturned when it comes to promoting it products. Different promotional campaigns have been made to cater to the urban, semi urban and rural to spread awareness on hygiene. Attractive packaging and constant effort to keep their products fresh in the later stages of product life cycles has been commendable. Other forms of promotion like wall paintings, vans and dealer boards have been challenging where one fifth of the advertisement spends are made. The sales of Dettol soaps have rocketed by 35 percent since the introduction of small packs in the rural market.

Via: Business Standard