STUDY ON THE MARKETING MIX OF DETTOL HANDWASH

INTRODUCTION

Dettol is the trade name for a line of hygiene products. It has been in use since before 1936,

when it was used as an antiseptic.1 Dettol comes from the fastest growing consumer goods

companies in south Asia named as Reckitt Benckiser .

First started in hospitals 80 years ago, Where Dettol antiseptic liquid was used for the

cleaning of the skin and the skin during the surgical process. Ever since then, Dettol liquid

has been trusted around the world to help clean wounds caused by cuts, bites, grazes, insect

stings and for personal hygiene to help mums protect their families from harmful germs.

Dettol act as a one of the oldest and trusted brands for hygienic product in India.

In 2008 the brand Dettol celebrated its platinum jubilee and due its consistency it was

accepted to be the best products among the other brands available in the markets. Hand

washing or hand hygiene is the act of cleaning one's hands with or without the use of water or

another liquid, or with the use of soap for the purpose of removing soil, dirt,

and/or microorganisms. The spelling "hand washing" in one word is also common. Dettol

hand wash has become the famous brand. It has been used in thousands of families in the

India and world too. Due to increase in the spreading of disease in the contemporary world,

the focus towards the hygiene has been increased and the popularity of the Dettol hand wash

is one of the best examples of this.

1 Rolleston, H. (1936). British Encyclopaedia of Medical Practice,

 STRATEGY

The marketing mix has been defined as the "set of marketing tools that the firm uses to

pursue its marketing objectives in the target market". Thus the marketing mix refers to four

broad levels of marketing decision, namely: product, price, promotion, and place.2 Marketing

the way most textbooks treat it today was introduced around 1960. In services marketing, a

modified and expanded marketing mix is used, typically comprising seven Ps made up of the

original 4 Ps plus process, people, physical environment.3

The 4 of the Ps are briefly defined as follows-

Price- The price is how much the customer pays for the product. Prices need to be high

enough to make a profit, while also being in a price range that is affordable for your target

markets and appropriate for the competitive environment.

Product - The product is an item that fulfils the consumers needs and desires. Marketers

must examine the products life cyclethe rate of sales and profits over a period of time; its

development potentialhow to enhance its value.

Promotion - Promotion includes all of the communication methods that marketers use to

interact with consumers about the product..

Place - Place or distribution is focused on making it convenient for consumers to access the

product.

2 James W. Culliton, the Management of Marketing Costs.

3 marketingmix.co.uk
 OBJECTIVE

1. To identify the marketing mix of Dettol hand wash.

2. To analyse the impact on the above variables on the current performance of Dettol

hand wash.
3. To suggest changes in the marketing mix of Dettol hand wash for the better

performance.
 RESEARCH METHODOLOGY

The author has researched for this project by opting for doctrinal research from primary and

secondary sources. Authoritative books on marketing management, different websites related

to the project, competitive strategies have been used to inquire into the core of the topic.

Scholarly articles and reports on the company Dettol hand wash have also been referred to.

PRIMARY DATA:

Data collected directly from first-hand experience of people using Dettol hand wash daily for

this purpose questionnaire was also formed to get the latest performance of the product in the

competitive scenario.

Survey: A detailed study of a market or firm to gather data on attitudes, impressions, opinions,

satisfaction level, etc. by polling a section of the customers.

Once the primary data is collected, it will be thoroughly analysed and interpreted.

SECONDARY DATA:

Data collected indirectly from third party yet authoritative resources that have conducted and

published empirical studies and surveys on the organization in the past. Also includes

newspapers articles, independent case studies and market observer reports.

 TENTATIVE CHAPTERIZATION

Executive Summary
Objective
Research methodology

CHAPTER-1 DETTOL

This chapter explains about the Dettol brand. When did it get started and came in the market.

The explain introduction of the company is been provided in this chapter. The working of the

CHAPTER-2 DETTOL HAND WASH

This chapter briefly deals with introduction of the hand wash which gives theoretical

background for this study. It includes defining of various things and those that are relevant to

the study.

CHAPTER-3 MARKETING MIX

It consist of the data tabulated using appropriate statistical techniques. This chapter contains

tabulation of the background characteristics and tables showing the techniques used to test

the objectives

CHAPTER-4 DATA TABULATION

It consist of the data tabulated using appropriate statistical techniques. This chapter contains

tabulation of the background characteristics and tables showing the techniques used to test

the objectives
CHAPTER-5 ANALYSIS

After the completion of the data tabulation, the analysis is made keeping in mind the result

found in the upper result. The competitor product and the Dettol hand wash are analysed and

try to achieve the result.

CHAPTER-6 CONCLUSION

After analysis of the product with the competition Market conclusion is to be made about the

present condition of the Dettol hand wash.

CHAPTER-7 RECOMMENDATION

After the conclusion made from the data available the recommendation was made to improve

or make better the condition of the company.

Annexure
Limitation(if any)
Bibliography
 BIBLIOGRAPHY

TREATISE

1. James W. Culliton, The Management of Marketing Costs.

2. Neil H. Borden, the Economic Effects of Advertising.
3. Marketing and the 7Ps, Chartered Institute of Marketing, 2015
4. Philip Kotler, Marketing Management, Prentice-Hall India Pvt. Ltd,2002

WEBSITES

1. http://www.indiastudychannel.com/resources/156595-Dettol-A-complete-product-

description-and-its-review.aspx
2. http://www.dettol.co.uk/
3. http://www.marketing91.com/marketing-mix-of-dettol/
4. https://www.scribd.com/doc/56770023/Dettol-Marketing-Mix
5. http://www.slideshare.net/DhirKarania/dettol-marketing
6. http://www.4psbusinessandmarketing.com/28082008/storyd.asp?sid=21
7. http://www.4psbusinessandmarketing.com/18122008/storyd.asp
8. http://dettoldiaries.blogspot.in/2014/08/4
9. http://www.managementparadise.com/forums/marketing-management
10. http://www.referralcandy.com/blog/dettol-marketing