New Version of The Existing Brand

Dettol is s global brand name and has lot of products.Among them hand sanitizer is the most
selling item. Hand sanitizer is a liquid, gel, or foam generally used to decrease infectious
agents on the hands In most settings hand washing with soap and water is generally
preferred. Hand sanitizer is less effective at killing certain kinds of germs, such
as norovirus and Clostridium difficile and unlike hand washing, it cannot physically remove
harmful chemicals People may incorrectly wipe off hand sanitizer before it has dried, and some
are less effective because their alcohol concentrations are too low.Alcohol is not good for
children and that’s why we have come up with a new idea.

Our new version is 75% ALCOHOL HAND SANITIZER DETTOL

Dettol Mark1.19:1 (34%ting Mix (4Ps) Strategy

 Effective Cleaning：Start by cleaning your hands to keep your family healthy, Kills
99% of germs, Long-term cleaning prevents germs from invading, Large bottles for
home use, small bottles easy to carry.

 Speed Clean: Clean hands by simply rubbing Hand Sanitizer together, Stay away from
germs great for heavy users of Hand Sanitizer products.

 Mild Formula: Gel texture refreshing, Alcohol 74 Percent, Hand Sanitizer Gel will be
no sticky feeling at all, Sanitizer available in Original Clear.

 Small Portable: Antibacterial Hand Sanitizer fits in a pocket and doesn't take up space,
always wash your hands by antibacterial hand soap back to work and school.
Forms Protective Film Kill 99.9% Germs.

Using our handHand Sanitizer, your skin will be Kills germs without soap & water, Cleace 75%
moist surface, can be asked in the skin and make-up Instant Hand Stanitizer, containing 75% alcohol,
of the formationof a protective film, Give your skin effectively kills bacteria and prevents viruses,
longer protection starting from the source!

Forms Protective Film

Using our handHand Sanitizer, your skin will be moist surface, can be
asked in the skin and make-up of the formationof a protective film,
Give your skin longer protection
New Product Ingredients
Active Ingredient: 75% ETHYL ALCOHOL (Food Grade)

Size: 29ml,50ml,100ml,200ml

MOQ: 1 container

Flavour: Neem

Hand sanitizers are drugs regulated by the FDA and are generally considered as over the
counter (OTC) drug products.
...
CSMS #42590577 - Filing Entries of Hand Sanitizers for FDA.

Active Ingredient in OTC Hand Sanitizer FDA Product Code

Ethyl Alcohol 62HAL05

Isopropyl Alcohol 62FAL23

Benzalkonium Chloride 62HAL99

Product Advantages

• √ EFFICIENT STERILIZATION
• 75% ALCOHOL CAN KILL 99% OF COMMON PATHOGENIC
BACTERIA IN LIFE, AND EFFECTIVELY PROTECT HAND HEALTH.
• √ CONTINUOUSLY ACTING
• ACTS ON THE SKIN SURFACE TO CONTINUE TO STERILIZE, THE
EFFECT CAN BE UP TO 6 HOURS.
• √ WATER-FREE HAND WASHING
• AFTER USE, THERE IS NO NEED TO RINSE WITH WATER, WHICH
IS CONVENIENT TO CARRY AND CLEAN HANDS AT ANY TIME.
• √ ENOUGH GENTLE FOR CHILDREN
• 75% ALCOHOL REACHES TO FOOD GRADE AND IS GENTLE FOR
CHILDREN BUT UNDER PARENTS’ GUIDANCE.
 require less time than hand washing.
 act quickly to kill microorganisms on hands.
 are more accessible than sinks.
 reduce bacterial counts on hands.
 do not promote antimicrobial resistance.
 are less irritating to skin than soap and water.
 some can even improve condition of skin.

New Hand Sanitizer Label Requirements

It should cover at least 40% of the front side of the bottle and must include a
statement of identity (what the product is and what it's for) and the net weight of the
product in mL. Many companies also include their name or logo on the display panel.

New Hand Sanitizer moto

SAFE HAND AND HEALTH FOR EVERYONE
SEGMENTATION (Target Market)

(EXISTING vs NEW PRODUCT)

EXISTING MARKET
Demographic Segmentation: upper middle class,middle class,lower middle class,rich people

Geographic Segmentation:rural areas, city,town,small town,village

NEW VERSION MARKET

Geographic Segmentation: rural areas, city,town,small town,village, urban areas

Demographic Segmentation:all types of people except poor people

Behavioral Segmentation: If soap and water are not available, CDC recommends consumers use
an alcohol-based hand sanitizer that contains at least 60% ethanol.so its very safe for
children,we will target all the parents,

Segmenting allows us to more precisely reach a customer or prospect based on their

specific needs and wants. Segmentation will allow you to: Better identify your most
valuable customer segments. Improve your return on marketing investment by only
targeting those likely to be your best customers.

PEOPLE LOOKING FOR ANTIBACTERIAL PERSONAL HYGIENE PEOPLE LOOKING

FOR ANTIBACTERIAL PERSONAL HYGIENE

RAPID ACTION, 15 TO 30 SEC FOR GERM FREE HAND

SKIN MOISTURE AND PREVENT DRYNESS

3. Hand Sanitizer Research and Technology
3.1 Major Active Ingredients Used in Hand Sanitizers
3.2 Management of COVID-19 Infections

4. Hand Sanitizer and the Pandemic

4.1 Serological Testing for COVID-19
4.2 COVID-19 Hand Sanitizer Market Driving Forces
4.3 COVID-19 Testing
4.3.1 COVID-19 Need for Quarantine
4.3.2 Viral Load
4.4 COVID-19 and Immunity
4.5 Hand Sanitizer Antiseptic Liquid, Gel, or Foam
4.5.1 Triclocarban Or Triclosan And Alcoholic Based Hand
Sanitizers
4.6 Fast-Moving Consumer Goods (FMCG)
TARGET MARKETING OF NEW VERSION
• SPECIALIZATION FOR TARGET MARKET SELECTION.
• PRODUCT SPECIALIZATION STRATEGY
• THE MAIN TARGET IS ADVERTISEMENTING MORE
• DETTOL COMPANY ALSO SET THEIR TARGET ON THE RURAL
MARKET, AS IT IS A VERY DEMANDING PRODUCT FOR ALL TYPES
OF PEOPLE.
• THUS, DEMAND FOR HAND SANITIZER AND OTHER
DISINFECTANT PRODUCTS IN DEVELOPING NATIONS IS
EXPECTED TO WITNESS AN UPSURGE.

Target Marketing
Undifferentiated/mass marketing

Differentiated/segmented marketing

Concertrated/niche marketing

Local marketing

Individual marketing
Dettol Place & Distribution Strategy:

Following is the distribution strategy of Dettol:

Dettol has an excellent distribution across the globe. As per Reckitt Benckiser 2016 annual
report, Dettol brand line of products is sold in 120+ countries. The company has divided these
countries into two groups based on consumer behaviour and places different marketing strategy
in each of the region. ENA region which includes Europe, North America, Australia, and New
Zealand. The other group of countries is called DvM which has Asian, African and South
American countries. DvM contributes to about 31% of the revenue. Dettol is available in all the
major outlets like supermarket, retail shops and medical shops. Distribution channel adopted is
normally traditional where Dettol sells the products to distributors who in turn sell it to
wholesaler and retailers. Dettol also uses direct channel where it provides direct deliveries to the
customers who place bulk orders like hospitals. Its personal care line of products is also available
through e-retail platforms like Amazon.

Dettol has a rural development sales force (RDF) which covers rural areas.

Dettol Hand Sanitizer Promotion & Advertising Strategy:

The promotional and advertising strategy in the Dettol marketing strategy is as follows:

Dettol spends heavily on advertisement. It uses paid medias of communication like radio Ads,
TV ads and print Ads as a part of its marketing mix promotional strategy. As Dettol is a power
brand, Reckitt Benckiser invests heavily on its brand building. Dettol has aligned its ad campaign
to local needs and government policies like in India Dettol’s Ad campaigns have been around
Swachh Bharat mission of Indian government. Dettol uses its owned media extensively. It has
started publishing online articles on hygiene on its website teaching best practices to target
groups like mothers. On its UK web portal, there are three categories of educational articles are
posted one is for new mothers, the second one for the school starters and the third one on
common infectious diseases. Thus, it strives to build a personal bonding through these initiatives.
On image building part company has invested heavily on CSR activities like its latest “Give Life
a Hand” campaign aims at teaching children across glob about importance of washing hands.
Dettol has used digital media platforms like YouTube and Pinterest. It has used innovative ways
of communication like through competition such as its “I have an even tone” challenge. Social
media platforms like Facebook and Twitter are also used for promoting Dettol brand. Hence this
concludes the Dettol marketing mix.
COMPETITIVE REVIEW
Dettol having presence in various product categories and due to RBIL’s extensive network can
cover the wide market across different segments. Also, they are market leader in some like
Antiseptic liquid hand wash but some of its product categories are comparatively not doing well
like in Wipes, Kitchen Gel, Hand wash. Dabur and many other local and player are there. Dattol
serves each segment of the society through different set of offerings from soaps to liquid hand
was to sanitizer.

Some have incorporated the use of Dettol in their day-to-day life including bathing, cleaning and
scrubbing.

Market Competitor

Dattol has huge market competitor in global market as well in Bangladesh. The Lifebuoy and
Savlon.

Savlon: Savlon one of the world leading brands in personal hygiene has been a part of ACI’s
portfolio since the inception of this company. Savlon is as well recognized elsewhere in the
world as it is in Bangladesh and ACI is proud to bring such a household name from around the
world to your homes. This brand since the start has worked relentlessly to keep the people of
Bangladesh germ free. Following its motto Savlon has brought many innovative product ranges
to achieve its goal and it is still doing so to ensure you are germ free.

Lifebuoy: The desire to be clean, active, and healthy is intrinsic to everyone – irrespective of age
or economic status. We understand this and Lifebuoy soap has championed the cause for better
health through hygiene for more than a century. An inspiring vision for more hygienic, healthier,
and ultimately more vital communities is the driving force behind the Lifebuoy brand. To realize
this vision, we look to consistently innovate and provide accessible Lifebuoy products to a wide
variety of consumers. The vision also commits the Lifebuoy brand team to visible action,
through inspiring projects that motivate consumers to improve their hygiene behavior.
• COMPETITORS OF NEW VERSION
• AS THIS ONE IS OUR NEW LAUNCH STILL SIMILAR KIND OF
SANITIZERS ARE AVAILABLE AND THAT’S WHY WE ARE TRYING TO
KEEP IT VERY REASONABLE
• OTHER COMPETITORS LIKE LIFEBUOY, HIMALAYA ARE STILL NOT
BEING ABLE TO OFFER SIMILAR FORMULA

4.5
4
3.5
3
2.5 Softness on skin
2 Hygiene
Lather
1.5
1
0.5
0
Dettol Lifebouy Savlon
 Competitive Advantage

Over the years Dattol has created strong, distinct associations-first and foremost is its trademark
smell. Who can miss the characteristic Dattol smell that has been the reassurance to many a
child’s scraped knee. Consumes recognize the smell enough to refer to medicinally clean room
as ‘Dattol like smell’.

The second characteristic is its amber gold color. The third is ‘clouding’ effect that appears when
it is added to water. The fourth and most important is the absolute trust consumers have on the
brand Dettol because the brand has always been proven to kill germs and to make a wound septic
or even to clear room off all germs. It has been positioned effectively and beating that position is
very difficult. This positioning is the most important competitive advantage of Dattol.

It has been positioned effectively and beating that position is very difficult. This positioning is
the most important competitive advantage of Dettol.