Dettol's Approach to Advertising - Advertising Approach of Dettol
In the world of hygiene and health, Dettol stands out as an 'expert' and a product that is effective and versatile, guaranteeing protection from germs. This British brand, owned by Reckitt Benckiser Plc, started its journey as an antiseptic liquid in 1933 and has since expanded to various product categories.
Dettol's product portfolio includes bar soaps, Wipes, Kitchen Gel, shaving cream, and a range of personal hygiene products like liquid hand wash, liquid body wash, and plaster strips. However, some categories like bar soaps, Wipes, Kitchen Gel, and shaving cream have faced low market acceptance. In contrast, Dettol's liquid hand wash remains a market leader, commanding a strong hold in the market.
The brand serves each segment of society through various offerings, with customers of all age groups and genders. Dettol's competitive advantage lies in its strong, distinct associations, including its trademark smell, amber gold colour, 'clouding' effect, absolute consumer trust, and distinctive packaging with a sword symbol. These elements evoke positive emotions in consumers, making them feel safe and secure about their family's well-being.
Dettol's distribution channels include Modern Trade, Direct Distributors in large towns, and a Sub Stockist network for smaller towns. RBIL, a fully owned subsidiary of Reckitt Benckiser Plc, distributes all Dettol products through a common distribution channel with a wide and deep reach in the markets.
In response to increased health concerns, Dettol introduced the Dettol Air Protect Mask. The brand has also shown its commitment to recognising and honoring frontline workers during the COVID-19 pandemic through the "Dettol Salutes" campaign launched in India in 2021. This campaign involved Reckitt Benckiser (the parent company of Dettol) and advertising agencies including Grey India.
In the plaster market, Dettol's main competitor is Johnson & Johnson's "Band Aid". Despite a deeply penetrated and crowded market with numerous competitive brand offerings, Dettol's strong, distinct associations and decades-long presence and performance in the market have earned it complete trust from its customers.
Dettol targets customers from all generations and positions itself as an antiseptic that safeguards people from germs. Its marketing strategies, such as the "Dettol Salutes" campaign, aim to reinforce this positioning and foster a sense of trust and security among its customers.
