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New variant of Dettol goes at a high share of voice

21-January-2004
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New variant of Dettol goes at a high share of voice

Dettol by Reckitt Benckiser India Ltd., the name synonymous with antiseptic is entering the skin care arena with Dettol Skincare soap. The new soap has been specially formulated to take care of skincare needs and is targeted at women. It is priced at parity with the existing Dettol original soap.

Speaking about the launch, Ann Engerant, Marketing Director, Reckitt Benckiser expresses, “Before national launch, the product was test marketed extensively in two markets, Andhra Pradesh and West Bengal. In both markets, Dettol original soap sales have been going up, and Dettol skincare has added incremental volumes, leading to increase in overall soap franchise.”

She adds, “The new soap is different from the Dettol original, while retaining the same protection qualities. Being a milky white soap, with a unique saddle shape and a special feminine fragrance, in terms of looks it is clearly differentiated.”

C M Sethi, Managing Director, Reckitt Benckiser remarks, “Soap is the biggest market the Rs. 300 crore Dettol brand is present in. The category offers Reckitt Benckiser immense opportunity to grow and gain new consumers through proven products that carry Dettol’s core proposition of Trusted Protection."

Dettol Soap was launched in early 1980s. From a market share of 0.5 per cent in the premium soap segment in 1986, it has grown to 11.7 per cent in 2003, and is currently the no. 1 soap in this segment. Dettol Antiseptic Liquid has a market share of more than 86 per cent.

The company launched Dettol Skincare liquid soap in early 2003. This contributes 30 per cent to the total liquid soap volumes. As per company officials, the liquid soap business has grown by over 40 per cent in volumes and Dettol liquid soap is the market leader with 43 per cent share. The new skincare bar soap will ride on this new wave already created by the liquid skincare variant.

The launch is supported by a multi-media campaign with a focus on TV and Press. Advertisements are aired on all popular channels like Sony, Star, DD and even the regional channels. Press ads will appear in the leading national and regional dailies and magazines. As per company officials, the investment in the campaign will derive a high share of voice amongst soaps in the market.

Reckitt Benckiser’s main brands in India are Dettol, Harpic, Mortein, Cherry, and Dispirin. It has a major presence in home and personal care, surface care, fabric care and pest control.

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