FMCG INDUSTRY IN INDIA

Fast Moving Consumer Goods (FMCG) goods are popularly named as consumer packaged
goods. Items in this category include all consumables (other than groceries/pulses) people buy at
regular intervals. The most common in the list are toilet soaps, detergents, shampoos, toothpaste,
shaving products, shoe polish, packaged foodstuff, and household accessories and extends to
certain electronic goods. These items are meant for daily of frequent consumption and have a
high return. The Indian FMCG sector is the fourth largest sector in the economy with a total
market size in excess of US$ 13.1 billion. It has a strong MNC presence and is characterized by a
well established distribution network, intense competition between the organized and
unorganized segments and low operational cost. Availability of key raw materials, cheaper labor
costs and presence across the entire value chain gives India a competitive advantage. The FMCG
market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015. Penetration
level as well as per capita consumption in most product categories like jams, toothpaste, skin
care, hair wash etc in India is low indicating the untapped market potential. Burgeoning Indian
population, particularly the middle class and the rural segments, presents an opportunity to
makers of branded products to convert consumers to branded products. Growth is also likely to
come from consumer 'upgrading' in the matured product categories. With 200 million people
expected to shift to processed and packaged food by 2010, India needs around US$ 28 billion of
investment in the food-processing industry.

Indias personal care industry is composed of hair care, bath products, skin care and cosmetics,
and oral care. The sector is driven by rising income, rapid urbanization, and celebrity
promotions. This industry accounts for 22% of the countrys fast-moving consumer goods
(FMCG), which is the term for Consumer Packaged Goods in India. Foreign direct investment in
this sector totaled $691 million in 2014.
Hair care is a main category of this industry. A study by Nielsen, a market research firm,
determined that shampoo is the most popular FMCG product in India. The $818 million
shampoo segment is dominated by Hindustan Unilever Ltd., owned by U.K.-based Unilever. Its
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most popular brands are Sunsilk, Clear, and Clinic Plus. Hair oil is another important product,
valued at $1.3 billion annually. India-based Marico's Parachute and Dabur are leaders in the
production of branded coconut hair oil.
Estimated at $1 billion, the soap and bath category is significant. Soap is a prevalent product
found in more than 90% of Indian households. The most common brands include
Godrejs Cinthol,

Reckitt

Benckisers Dettol,

Wipros

Santoor,

and

Unilevers Lux, Dove, Hamam, and Lifebuoy. For men, shaving cream and razors are important
personal care items. Procter & GamblesGillette is the most popular shaving cream and razor
brand in India.
Within the cosmetics category, Indias most prevalent products are skin creams, lotions,
whitening creams, and makeup. Hindustan Unilever has three brands that are popular among
Indian womenFair & Lovely, Lakm, and Ponds. Fair & Lovely was the worlds first skin
lightening

cream

and

is

the

companys

leading

skin

care

brand. Colgate

Palmolives Charmis moisturizer is also prominent. The majority of the demand for cosmetics
comes from working men and women. LOreal Paris develops both skin care and cosmetic
products for India. New York-based Revlon expanded further to smaller cities in India,
generating $40 million in revenues in 2014.
The organic skin care category grows at over 20 percent annually and is expected to total $157
million in 2020, according to Azafran Innovacion, an organic skincare group. Large Indian
organic skin care companies include Himalaya Herbals and Biotique. Both specialize in
Ayurveda-based products.
The oral care category is the smallest category; less than half of Indian consumers utilize
western-style products such as toothpaste. Colgate Palmolive dominates more than half of this
industry and was named Indias most trusted brand four years in a row by a brand equity survey.
Hindustan Unilever is another significant player with toothpaste brands Pepsodent and Close
Up.

COMPANY OVERVIEW

. Reckitt Benckiser India Ltd (RBIL) is a fully owned subsidiary of Reckitt Benckiser Plc.,
worlds No.1 Company in household cleaning. Reckitt Benckiser Plc came into being with the
merger of Reckitt & Colman Plc with Benckiser NV in 1999. The company has operations in 60
countries, sales in 180 countries and has had net revenues in excess of $5.5 billion. Reckitt
Benckiser India Ltd (RBIL) manufactures and markets a wide range of products in Personal care,
Pest control, Shoe care, Antiseptics, Surface care, Fabric care and other categories. Amongst its
many well-known brands are Dettol, Mortein, Harpic, Cherry Blossom, Lizol, Disprin, Robin
powder, Colin, etc. Most of these brands are either number 1 or number 2 in their respective
categories in India.
RBIL distributes all its products through its common distribution channel, which has a wide and
deep reach in the markets and is a key strength of the company. The channel is managed by a
wellstructured sales force, responsible for achieving sales for the entire product portfolio of more
than 150 Stock Keeping Units (SKUs).

POPULAR PRODUCTS
Cherry Blossoms, Colin, Itch guard, Dettol, Air wick, Disprine, Finish, Harpic, Lizol, Mortine,
Itch guard, Dettol, Air wick, Disprine, Finish, Harpic, Lizol, Mortine, Strepsils, Vanish, Veet.

DETTOL
An iconic brand has stood for trusted protection in India since 1933. The brand is endorsed by
the Indian Medical Association and has been voted consistently as one of Indias Most Trusted
Brands (ORG Marg Brand Equity Survey) since 2002. Today multiple product offerings of the
brand Dettol touch the consumers in many more aspects of personal and home care in their daily
lives.
Consumers use Dettol in multiple ways and the brand has grown with introductions in synergistic
segments like Bar, Soaps, Liquid Hand Wash & Sanitizers. The Dettol Antiseptic Liquid has been
a household name for the family mainly used for first aid and personal care uses. Expanding the
portfolio we have Dettol soaps, easy to hold and in four variants including Dettol Original,
Dettol Fresh, Dettol Cool and Dettol Skincare. Dettol liquid hand wash provides 10 times better
protection and Dettol Instant Hand Sanitizer assure us of 99.9% germ kill, rinse free and ideal for
the entire family.

The brand first started in hospitals 80 years ago, where Dettol Antiseptic Liquid was first used
for the cleaning and disinfection of skin during surgical procedures. As a trusted brand by
doctors, Dettol was also used to protect mothers from illness after childbirth. Dettol was
launched in India in 1933, and ever since has been the gold standard of protection. Dettol has
been the trusted partner of health, for millions of mothers across the country, to protect their
family by preventing illness and infections.Even today, our brand continues to be one of the most
trusted protectors of health ranking among the top 10 Most Trusted Brands in India since the last
10 years.
The brand Dettol was launched in India in 1933 in the Antiseptic liquid form as a treatment for
cuts and wounds. For almost the first 50 years, Dettol was present only as an antiseptic liquid.
Although it was being used in hospitals and nursing homes for first aid and disinfectant uses like
cleaning wards, washing linen, etc. Consumers were also using it for bathing, mopping, shaving
and other secondary purposes. While it started its journey as the cuts and wounds brand in the
country, over the years it had taken over the role of protector from germs in every situation.
Usage of the brand gives rise to many emotions in the consumers minds. From making them feel
safe and secure about the well-being of their family to making the mother feel that she has done
the best for her family, the brand evokes positive imageries and emotions. Thus, it is only fitting
that the brands tagline says - Be 100% Sure. Over the years brand Dettol has been extended and
has made its presence felt in a number of product categories. While Antiseptic Liquid was the
category where the brand was born and where it continues to command a dominant market share
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of 85%, its revenue growth is significantly driven by its presence in the other product categories
of toilet soaps(or bar soaps), Liquid handwash, Body wash, Shaving Cream and Plasters too (see
Exhibit 1 for the complete portfolio). Each of these markets are at varying stages of evolution, so
while in one market the brand - as the leader - had the responsibility of driving overall market
growth, in other markets, the brand strategy had b een to garner share. Fundamental to all the
categories was existence/creation of a consumer need for germ protection satiated by Dettols
trusted promise.
Markets for various categories
The Antiseptic liquid market
The Body wash Market
The Liquid Handwash Market
The Bar Soap Market

Complete Range of Products under Brand Dettol

PROMOTIONS/INTEGRATED MARKETING
COMMUNICATIONS
Usage of the brand gives rise to many emotions in the consumers minds. From
making them feel safe and secure about the well-being of their family to making the
mother feel that she has done the best for her family, the brand evokes positive
imageries and emotions. Thus, it is only fitting that the brands tagline says - Be
100% sure. These are some Seasonal Advertisements that shows how Dettol
Enters into customers Minds.

Summer Advertisements

Monsoon Advertisements

Winter Advertisements

BANEGA SWACHH INDIA

RB (formerly known as Reckitt Benckiser) has a vision of a world, where people live healthier
and live better. The Power Brands - Dettol and Harpic, have stood for hygiene and sanitation
over the years and have been ranked amongst the most trusted brands in the country. In the last
decade, dettol have reached out to millions of children and mothers to raise awareness around
hygiene and sanitation. However, in a country where 53% of the population does not have access
to a toilet, and over 120 thousand children under the age of 5, annually, die from Diarrhea, there
is an increased need in the intensity of our initiatives.
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Dettol Banega Swachh India is a 5-year ambitious program to address the rising need of
hygiene and sanitation in India. Dettol have made a commitment to invest a sum of INR 100 cr.
towards this initiative, which will aim to:

Drive behavior change towards hand hygiene, through numerous awareness initiatives
such as the School Hand Wash Program and Young Mothers Program

Improve sanitation facilities by working with NGO partners to identify areas across the
country, to support the development and maintenance of cleaner toilets

The core pillars of the Dettol Banega Swachh India program are:
Drive Habit Change and Attitude towards hand Hygiene:
Through insightful communication, we will drive behavioural change towards hygiene and
sanitation. We will collaborate with noted experts like Prasoon Joshi from McCann World Group
to develop communication modules, which will aim to drive everyone to adopt healthy hygiene
practices
For a Swachh India, the message of hygiene and sanitation must reach millions across the
country. Thus, RB and its partners such as NDTV and Facebook, along with our campaign
ambassador, Amitabh Bachchan, will leverage our collective reach and credibility to achieve this
Best in class , On Ground Execution:
RB will collaborate with its NGO partners such as Water Aid, and CAF India, who bring the
right expertise and insights for the successful implementation and maintenance of sanitation
infrastructure in the programe. RB has longstanding expertise in developing health and hygiene
products through its Power Brands such as Dettol, Harpic.

1. Young Mothers Programe

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Having a new baby is an immensely rewarding and exciting time for new mums, which also
comes with a tremendous responsibility of caring for this bundle of joy. At this time, protecting a
new baby from illness and infection becomes more important than ever, after all, new-borns are
particularly vulnerable as their immune system is not yet fully developed.
Dettol has over 80 years expertise in hygiene and an enduring interest in protecting new-borns
and infants from infection. Thats why every year we reach over 8 million new mothers around
the world with hygiene education.
The work with a variety of partners from charities and NGOs to health care professionals such
as paediatricians and midwives and various governmental organisations in over 40 countries
around the world to reach new mums and teach them some basic yet powerful healthy hygiene
habits to protect the health, not only their new arrival, but their whole family. This is incredibly
important as every year almost 1 lakh children in India die under the age of five due to Diarrhea,
a disease that can be prevented by the practice of good hygiene. Dettol aim is to support new
Mums, to help them keep their families healthy and teach them how some small interventions
can be hugely health-giving and provide protection to all in their family.
We have reached out to 2.4 million mothers in India since 2006 to spread the message of health
and hygiene. Dettol aim to create awareness around good hygiene regime for the mother and the
infant, helping lay a strong foundation for good hygiene practices in the future by also
distributing baby care booklets with tips on good hygiene practices and infant care in local
languages. At Dettol we passionately believe in the power of hygiene education, it goes to the
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very core of who we are, because it helps protect families from illness and helps to give new
babies a healthy start to life.

2. School Programme

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All children love to get their hands messy. When youre around, you can keep a protective watch
over them and make sure their hands are cleaned after they use the toilet or before they eat. But
when theyre at school? How do you know those good habits youre setting are being followed?
School can be a place where germs are easily transmitted, as you have many children coming
into contact with one another. It only takes one child who doesnt follow those good habits to
potentially spread infection to many.
Sadly in India 1 lakh children die annually from preventable illnesses such as diarrhoea and
some of those deaths could have been halted through the very simple act of hand washing with
soap.
Dettol invests in many educational programmes around the world teaching young school age
children about healthy hygiene habits. We make our programmes fun, engaging and interactive
for the children.
In 2013 we reached over 63 million children around the world with hygiene education hand
washing with soap. We did so by providing teachers with resources to support them in
reinforcing good hygiene habits and to reward children keeping their hands healthy with their
parents.
In India, in 2013 we reached 1.1 million children in over 3000 schools across 50+ cities and
educated them about hand hygiene. Apart from this we also provided samples of Dettol LHW to
the children.
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Behaviour change begins early and in our endeavour to create a healthy happy world we plan to
increase our reach by almost 3 fold next year. At Dettol we passionately believe in the power of
hygiene education, it goes to the very core of who we are, because it helps protect children from
illness and promote better health for all the family.

3. Dettol Surakshit Parivar Program

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The Dettol Surakshit Parivar Program has three key parts:

a) New Mother Program: In this program 'new mothers' are provided with a baby Care booklet
(in local languages) giving them essential tips to protect the new born from infections. They are
also given free sample of Dettol Antiseptic Liquid. Since 2006 we have been contacting over 1
million new mothers across India. The outreach numbers are constantly increasing from 4 lac last
year -to a million in 2010 and 12 lac in the coming year, 2011.
b) School Handwash Program: In the School Handwash Program, children are educated on the
importance and procedure of washing hands regularly and properly. This is the single most
important thing that one can do to protect our self from illness causing germs. We are targeting 8
lacs children this year in 400 schools with our hand washing program. The program won the best
school contact program by Handwash events and experiential marketing awards.
c) The Hospital Program: whereby Dettol reaches out to hospitals and conducts awareness
programs with nurses regarding different illness causing bacteria/virus, and methods of ensuring
a germ free environment. Additionally, it also works with hospitals to disseminate relevant
information/public health messages on first aid methods, immunization etc. to the general public.
The scope of the program is now being extended to smaller towns - after a successful
implementation we are increasing the scope of the program every year consistently.
In 2010 we launched a 13 episode series of Dettol Surakshit Parivar, a 30 minute programme on
Imagine TV aired weekly. It is an infotainment reality show on 'Health and Hygiene'. The 13episode series based on a unique concept that was put together by Dettol, the iconic health brand
from RB and NDTV Imagine, a leading national TV channel. The objective of the show was to
spread awareness on everyday germ protection and enjoyed a viewer ship of 2 million.

Dettol Marketing Mix

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Dettol
Parent Company

Reckitt Benckiser

Category

Personal care brand

Sector

FMCG

Tagline/ Slogan

Be 100% sure

USP

The first of its kind in anti-bacterial segment.

STP

Segment

Anti-bacterial

Target Group

All age groups

Positioning

Dettol have always been positioned as a 100% germ fighter with germ fighting
and protection as the core value

Dettol satisfies the basic need of the customers by helping them to protect their families from
germs, anywhere. Dettol products have targeted mainly the women and children group. Their
promise of providing products free from bacteria, dirt and germs is appreciated by everyone. The
trust that Dettol commands is proof enough that the customers have accepted their products with
alacrity. In order to satisfy their customers the company has provided a wide range of products.
Their main products are as following
Dettol liquid hand wash It has been categorized as Skincare, Original and Sensitive and
is available in three sized pouches and refills of 250 ml, 200ml and 150ml.

No Touch Liquid Hand wash

Dettol Soapis available in sizes of 125 and 75 gm. It is a perfect, protective balance
between beauty and health.
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Dettol Antiseptic Liquid- It is used as disinfectant for the whole family and as an
antiseptic against cuts, wounds and even laundry. It is available in sizes of 50ml to 500 ml.

Dettol Hand Sanitizer

Body Wash for both males and females

Shaving Cream in cool and fresh fragrances

Medical Plasters that are 100% germ free

The kitchen products of Dettol include Dettol Healthy Kitchen Dish and Slab Gel
Which is reputed to kill up to99% germs on utensils and surfaces. These safe and tested products
are available in two variants: Lemon Fresh and Lime Fresh in sizes of 750ml, 400ml, 200ml and
130ml.

Dettol 4 in 1 disinfectant floor and all-purpose cleaner

Price in the Marketing mix of Dettol
Dettol has been able to maintain a firm grip on the market by evaluating the price of its products
periodically. The company has also shrewdly kept a watch on all its competitors to maintain the
base price level at either par or a little less. Quite simply, the pricing used is value pricing
because the customer gets optimum value for the product bought. Neither is the pricing too high,
neither too competitive. The cost price of some of the products of its competitors is less than the
price of Dettol but still the main market belongs to Dettol.
Products of this brand are preferred over other similar products not because it is cheaper but
because it has earned the trust of a common man by maintaining the quality of its product. It has
kept a flexible pricing policy where the demands and the usage determine its prices. In order to
attract the customers it brings out periodic offers and schemes. This helps in maintaining the
balance between producers and consumers. Most of the online shopping websites give discounts
and attractive offers on every buy.
Place in the Marketing mix of Dettol
Dettol has been successfully targeting markets in Eastern and South Asian Countries. The
products of Dettol are available in many cities of China, Australia, Germany and U K. India has
been its faithful and constant market. In almost every part of the country, one can buy a Dettol
product. Dettol has captured nearly 60% of the Indian market and its strength is continuously
growing. Be it a Metropolitan city or a small village one can usually find a Dettol product. They
are sold in variety of places like Medicine shops, Super markets and Local markets.
There are many plants in India for the manufacturing of Dettol products. One of them is located
in Marwa road in Mumbai. After the manufacturing and packaging, the products are sent all over
India to C & F agents. These agents act as the mediator between the manufacturer and the
distributor. Dettol Company also has its personal warehouses where the products are kept safely.
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The S. K. U agents then distribute the products to the retailers in the markets. It is up to them to
keep a watch over the happenings of the market and inform the distributor of the necessary
demands.
Promotion in the Marketing mix of Dettol
The main target of the company Dettol is the middle class group. They have also set their target
on the rural market as its products have already captivated most of the urban market. Special
emphasis has been laid on wooing the female section because in a middle class family woman
takes all the household decisions and hence the women are the decision makers.
Advertising for the Dettol products started from the year 1960 and has successfully being carried
out until date. Dettol has been using a marketing communication strategy, which involves ATL
and BTL strategies. ATL strategies like print media, social media, newspapers, radio all are used.
Attractive packaging has also increased its popularity. All the products have a sword on their
green cover to indicate its fighting spirit. This packaging has become synonymous with Dettol.
Many schemes are launched to increase the awareness of the products and to provide detailed
information about each item. New and innovative ideas be introduced to boost up the sales.
During the rainy seasons from June to August, the company gives a 2% discount to the retailers
and 4% discount to the wholesalers in order to push up the sales. A special offer of one soap free
on purchase of three soaps is also open during these months. The companys innovative schemes
have helped in the continuous loyalty of the customers.
In order to endorse their products Dettol has been using famous and well-known personalities.
They have hired Saad Imran for the Dettol soap add and famous TV personality Sakshi Talwar
for their advertising campaigns.

SWOT ANALYSIS
SWOT Analysis

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1. The brands Germ-kill heritage (brown liquid) is seen as strong and adds on
trustworthiness (RTB).
2. Excellent for treating skin irritations, cuts/bruises and seasonal applications.
3. Brand comes from a reputable (old) company

Strength

4. Loyal following of Original

5. Increasing popularity of Dettol soap as a germ killer and hygienic soap
6. Has products like antiseptic liquid, soaps, sanitizers, bodywash etc

Weakness

1. Despite excellent product, limited penetration in rural markets

2. Competition from other similar products means stagnant market share

Opportunity

1. Leverage the powerful brand equity associated with the Dettol Brand to make
it an everyday use proposition.
2. Tie-ups with schools, hospitals, hotel chains etc
3. Better penetration in rural markets and emerging economies

Threats

1. Other main players in the antibacterial category

2. Other emerging players and alternatives available
Competition

Competitors

1. Savlon
2.Safegaurd
3. Lifebuoy

SOCIAL MEDIA CAMPAIGNS

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Dettol #Handfies To Promote Handwashing And A #SwachhBharat

too

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Its Global Handwashing Day (GHD) on October 15. Originally created for children and schools
to promote habitual handwashing with soap, the occasion is now celebrated globally to raise
awareness on the importance of handwashing. Washing hands with soap can help prevent
diarrhoea and respiratory diseases and also reduce child mortality rates by about 50%. As a build
up to Global Handwashing Day, soap brand Dettol from Reckitt Benckiser is taking handwashing
awareness to the digital world. It has launched a global campaign called #Handfie, which as the
name suggests, is a selfie of your hands shared for a cause.
All one has to do to join the movement is click a picture of their clean hands and upload their
#handfie. For every handfie shared, Dettol pledges to teach a child healthy handwashing habits.
Handfies are being featured at the campaign website Give Life a hand.
Dettols #Handfie campaign is leveraging social media to raise awareness in a fun way. Together
with NDTV India, it has launched the Banega Swachh India initiative too. So along with clean
handfies, the campaign is now extended onto a clean India too. People are being encouraged to
share #SwachhIndia pictures and the best ones will be aired on NDTV.
Dettol India has run a promoted hashtag #Handfie on Twitter India as well as roped in celebrities
to share their handfies, as part of the campaign. In addition, the campaign is also fast catching up
with the recent social media relay trend where you do something and tag your friends, family to
do the same and pass it along.

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AWARDS:
Dettol was honored with the following awards:
1. Most trusted brand Award 2014
2. Mena Cristal Award.
3. Wommy Awards.

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