About Dettol and Its Future Growth

INTRODUCTION

Dettol is a product of a multinational consumer goods brand Reckitt Benckiser (RB) the world leader in household, health and personal care goods. It has products ranging from medicines like Strepsils, Nurofen to products like Vanish, Dettol, Veet and many more.

Today RB is a leading household products and a major player in personal care in India. RB India’s range of products such as Dettol, AirWick, Veet, Lizol, Harpic, Mortein, Strepsils, Finish, Vanish and others are the brands that are known all over the world. RB India is a dynamic and global organization mainly due to the strength and potential of its power brands that are being rolled out in India and India is an important market.

The main product of RB was Dettol antiseptic but and as the market grew and the competitors increased RB started few other products under the label Dettol like soap, handwash or liquid soap, hand sanitizer, bodywash, shaving cream and medicated plaster.

Reckitt Benckiser wants to study the special group of people that is kids, the company wants to survey Indians and get an average data of how many kids get injured in our country so as to forecast the Dettol sales. In our study we need to focus on the injuries which happen to the kids of age group 0-14. Therefore we focus for the Dettol Antiseptic Liquid category.

Injuries can happen to anyone at any time and any place but they are more common in kids because of the range and extent of their activities which expose them to such episodes and thus they can get bruises and wounds easily. For an antiseptic company, therefore, it becomes an important area or age group to focus on. Also, it has been noticed that the rural kids get more bruises when compare to the urban ones because of the increasing popularity of indoor games like video games, computer games etc. in urban areas and the rural children injuries occur in fields by farm implements like sickles, spade, plough but the kids from rural areas don’t use Dettol its...