Branding - Dettol

BRANDING THE BRAND DETTOL

                     Dettol is India’s one of the most trusted brands.

Dettol Antiseptic Liquid has certain strong, distinct associations. First being its trademark smell. In ‘Planning of Power Advertising’, Anand Halve mentions, “It is a safe bet that you will be able to tell the smell of Dettol liquid on a cut with the reassuring tingling sensation which tells you it has begun to work. Savlon on the other does not have the same burning sensation, (and is) very often seen by consumers as ‘ineffective’.

The second characteristic peculiar to Dettol antiseptic Liquid is its amber gold color.

The third is the ‘clouding’ effect that it creates when it is added to water.

 Dettol’s packaging is also very distinct in its own way. The green & white colours are generally associated with hospitals. The sword on the pack, is a symbol that stands for fighting germs and infection. All these are synonymous with the brand and have been used time and again in Dettol's  advertising.

Brand Equity

Consumers now see Dettol as an ‘expert’, which guarantees protection from germs. The brand’s versatility also stems from multiple uses of its antiseptic liquid that offers protection in many different ways. 

Hence, the brand came up with the fitting and timeless tagline, that says - Be 100% Sure.

Over the years brand Dettol has extended and has made its presence felt in a variety of

product categories. While Antiseptic Liquid was the original category where the brand was born and where Reckitt Benckiser India Ltd. still continues to command a dominant market share of 80%, its revenue growth, though is substantially driven by its presence in a number of other product categories, like that of toilet soaps (or bar soaps), Liquid handwash, Body wash and Shaving Cream. Each of these markets are at their varying stages in life cycle, so while in one market the brand has the responsibility to drive the overall market growth, in certain other markets, the brand just focuses on garnering market share. Though Fundamental to all these categories was the existence of the basic consumer requirement for germ protection.

 

Antiseptic Liquid by Dettol is a well-penetrated market, given its extensive use in first aid from homes to hospitals, and is sold in over 20 lakh outlets in the country today . Over the years, the product has also extended itself into other disinfection uses like additon to to bathing water, disinfecting baby nappies, usage while mopping etc. and this secondary usage contributes more volumes of Dettol Antiseptic, than the primary first aid usage it was initially focused on.

Brand Resonance

 

 A cult brand such as Dettol benefits any marketer in many ways including : consumer's devotion, repeat usage and advocacy of the brand by loyal users that lend to the charm of owning a cult brand.Incase of Dettol, one can easily say that from a brand initially used for only first aid purposes , Dettol today, has successfully evolved into a brand that has a place in every home for various disinfectant functions.