Hygiene is one of the most fundamental basic human needs; therefore, the proverb “Hygiene is two-thirds of health” has a lot of weight in real life.
In keeping with that, we will discuss the Dettol marketing strategy in this article.
Following the COVID-19 outbreak, we must regularly wash our hands to stop the virus from spreading to other people. You could be thinking that washing with ordinary soap would eliminate the germs in a single step.
Nevertheless, you are mistaken about that because hand wash liquid or disinfection gel does contain antibacterial ingredients, whereas plain soap does not.
So, someone must take on the responsibility of creating antibacterial compounds for products in order to achieve this.
The parent firm that owns the Dettol brand, Reckitt Benckiser Plc, is wholly owned by Reckitt Benckiser India Ltd. (RBIL), the world’s top household cleaning company.
The “Dettol” brand first appeared in 1933 as an antiseptic liquid, but it has since expanded to include toilet soaps, liquid hand and body washes, shaving cream, and plaster strips, among other products.
Dettol is well-known and extensively positioned as a 100% germ fighter, with total family protection and control as its key values.
Also Read: Referral marketing guide: Best Method To Grow
Now, let’s dive deep into Dettol marketing strategy.
Dettol Marketing Strategies
One of the most well-known and reputable antiseptic and hygiene brands is Dettol. When it comes to hygiene, almost every household has a strong belief in this brand. The following are the main Dettol marketing strategies that have helped the company become well-known in the hygiene sector:
Segmentation, targeting, and positioning: Dettol marketing strategy
Customers consider Dettol to be an “expert.” It is viewed as a useful product that guarantees protection from germs and is both effective and adaptable. It makes use of demographic segmentation and is accessible to most users of all ages.
Dettol targets people of all generations as its clients. Dettol uses a technique called “product specialization” to gain market share and boost consumption. The positioning of Dettol as an antiseptic that guards against/protects people from germs has been successful.
Dettol has always placed a strong emphasis on its primary brand positioning of germ protection.
Competitive advantage
Dettol has built up a lot of distinct connotations over the years, starting with its recognizable smell. Who can forget the distinctive Dettol scent, which has soothed many a little child’s skinned knee! Customers are familiar enough with the smell to describe a medically clean room as having a “Dettol-like smell.”
Its amber-gold color is the second distinguishing feature. The third is the “clouding” effect that develops in water once it is applied.
The fourth and most significant factor is the complete trust that customers have in the Dettol brand because these products have consistently been shown to kill germs, make wounds septic, and even completely purge a room of all germs.
It has been strategically positioned, making it incredibly challenging to overcome. The most significant competitive advantage for Dettol is its positioning.
BCG Matrix
Stars are liquid hand soaps. Dettol has a solid hold on the market because it leads the hand wash category. Yet besides Lifebuoy, there are several more potent competitors in this industry.
Although Dettol leads the market in this product category, the market is heavily penetrated and cluttered with competing brand offerings, which results in a slow pace of industry growth. Antiseptic liquids are cash cows.
Due to the low market acceptance of various Dettol solutions, product categories such as bar soaps, wipes, kitchen gel, and shaving cream are still having difficulty and are therefore in doubt.
Johnson & Johnson’s “Band-Aid” is its main rival in the limited and stagnant plaster market; as a result, it falls under the dog category.
Price Strategy
Its price is one of the keys to the amazing Dettol marketing strategy. As I already said, Dettol offers reasonably priced goods that employ the valued price technique, which ensures that the buyer receives the greatest possible value for the goods they buy.
Due to its affordable price, Dettol succeeded in making its mark in the market. This made Dettol marketing strategy more popular.
Brand equity
While Dettol’s equity in “germ protection” remained very strong, brand equity research showed that consumers still viewed the product as an “expert,” one that is reliable, effective, and capable of providing protection from germs.
It has been compared to a bodyguard guarding them against the dirty, unhygienic outer world. The brand’s adaptability results from the antiseptic liquid’s numerous applications because it provides protection in so many different ways.
The use of the brand causes a wide range of emotions in the minds of consumers. The brand creates good images and emotions, from reassuring consumers that their families are safe and secure to giving mothers the sense that they have done everything possible to provide for their families.
Competitive analysis
Dettol easily leads most of the products with Dettol marketing strategy except for a few products. Dettol is able to reach a broad market across multiple sectors because of its presence in a number of product categories and the enormous network of RBIL.
Also, they are market leaders in some product categories, such as antiseptic liquid and liquid hand wash, but others, such as wipes, kitchen gel, and shaving cream, are comparatively struggling. These competitors include HUL, P&G, Dabur, and numerous other local and national firms.
Customer analysis
Dettol offers a variety of products for every sector of society, including soaps, liquid hand soap, and hand sanitizer.
Consumers of Dettol are divided into segments regardless of gender or income, and they range in age. This is the specialty of Dettol which was formed by Dettol marketing strategy.
Everyone requires antiseptics, and since Dettol has been on the market for decades and has performed admirably, consumers have complete faith in the brand.
As a result, the product is really mass-marketed. Some people use Dettol for cleaning, scrubbing, and washing as part of their daily routine.
Conclusion: Dettol marketing strategy
So, this was all about Dettol marketing strategy and we have covered everything that made Dettol famous. When it comes to hygiene, one of the most well-known household names is Dettol.
Its competitive advantage over rival hygiene brands is a result of all of its marketing tactics.
Its brand identity is complemented by the excellent quality of its products, price, promotions, and selling techniques.
Dettol’s marketing approach is an excellent example of how to create a strong brand image while also assuring client pleasure.