Bangladesh University of Professionals

Faculty of Business Studies

Term Paper on “Diagnosis of a Brand: Dettol”

Course Title: Brand Management
Course ID: MKT 8605

Submitted To:
Dr. Md. Kashedul Wahab Tuhin
Adjunct Faculty
Bangladesh University of Professionals

Submitted By:
Name ID
Isaac Autunu Das 2223032137
Shanto Leonard Gomes 2223032150
Salimuzzaman 2223032039

Date of Submission: May 04, 2024

 Letter of Transmittal

May 04, 2024

Dr. Md. Kashedul Wahab Tuhin

Adjunct Faculty
Faculty of Business Studies
Bangladesh University of Professionals

Subject: Submission of Term Paper on “Diagnosis of a Brand: Dettol”.

Dear Sir,

It is our pleasure that we have the opportunity to submit the term paper on diagnosis of a brand
in Brand management course that you assigned us with. The title of the term paper is “Diagnosis
of a Brand: Dettol”.

We closely focused on the topic and tried to collect all available required information. We have
tried our best to make this paper of great value and wish it fulfills the requirement of this course.
We are grateful for your kind help and great supervision. This term paper will surely help us in
future at professional life.

Thank you for providing us the opportunity to work on this topic. We hope that you will go
through it and contact us for any further assistance you need in this regard.

Sincerely yours,
Isaac Autunu Das - 2223032137
Shanto Leonard Gomes - 2223032150
Salimuzzaman - 2223032039
 Acknowledgement

We would like to thank the Almighty for giving us the strength, and the aptitude to complete this
term paper within the time.

The term paper on “Diagnosis of a Brand: Dettol” has been prepared to fulfill the requirements
of MBA Degree. We are very much fortunate that we have received almost and sincere guidance,
supervision and cooperation from various persons while preparing this report.

Specially, we are thankful to our honorable faculty Dr. Md. Kashedul Wahab Tuhin, Adjunct
Faculty, Bangladesh University of Professionals, who helps us in every step of starting and gave
us necessary advices and guidelines to complete our report promptly.

We are grateful to all those people who have at least minimum effort and contribution to
complete the report. Moreover, as we browsed through the internet for getting the information.
So we thanked modern technology for making information available for us. We are very thankful
to have got this opportunity to work on a satisfying report. We have gained an in-depth
knowledge on this project report.
 Table of Contents

Executive Summary ----------------------------------------------------------------------- 5

Introduction --------------------------------------------------------------------------------- 6
History of Dettol -------------------------------------------------------------------------- 6
Mission ------------------------------------------------------------------------------------- 6
Vision --------------------------------------------------------------------------------------- 6

Brand Portfolio ----------------------------------------------------------------------------- 7

Brand Elements --------------------------------------------------------------------------- 11

Consumer Analysis ----------------------------------------------------------------------- 12

Competitor Analysis ---------------------------------------------------------------------- 13

Brand Positioning Strategies------------------------------------------------------------ 14
Point of Parity (POPs): ----------------------------------------------------------------- 14
Point of Difference (PODs):------------------------------------------------------------ 15

Brand Communication ------------------------------------------------------------------- 17

Marketing Activities ---------------------------------------------------------------------- 19

Recommendations------------------------------------------------------------------------- 21
Conclusions --------------------------------------------------------------------------------- 22

References ---------------------------------------------------------------------------------- 23
 Executive Summary

The term paper on "Diagnosis of a Brand: Dettol" delves into a comprehensive analysis of the
renowned brand Dettol, focusing on various aspects of its brand management. The study was
conducted as a requirement for the Brand Management course (MKT 8605) at Bangladesh
University of Professionals, under the guidance of Dr. Md. Kashedul Wahab Tuhin.

The paper begins by acknowledging the support and guidance received during the research
process, highlighting the importance of modern technology in accessing information. The team,
consisting of Isaac Autunu Das, Shanto Leonard Gomes, and Salimuzzaman, expresses gratitude
for the opportunity to work on this project and gain in-depth knowledge about the brand.

Throughout the paper, the group explores the market share of Dettol in Bangladesh, with a
specific focus on Dettol's brand positioning strategies. Dettol's strong emphasis on germ
protection and hygiene resonates well with Bangladeshi consumers, positioning the brand as a
trusted shield against germs and bacteria for families.

The analysis further delves into the competitive landscape, comparing Dettol with other key
brands such as Lifebuoy, Savlon, Sepnil, and Bactrol. By examining Dettol's market share and
brand image, the paper provides valuable insights into the brand's strengths and opportunities for
growth in the Bangladeshi market.

In conclusion, the term paper offers recommendations for enhancing Dettol's brand presence and
market performance based on the findings of the diagnosis. The insights provided aim to assist
Dettol in strengthening its position as a leading brand in the health and hygiene sector, catering
to the evolving needs and preferences of Bangladeshi consumers.

Overall, the term paper serves as a valuable resource for understanding the brand management
strategies of Dettol and provides a foundation for future research and analysis in the field of
brand management.
 Introduction

As the world’s leading brand of antiseptics and a trusted champion of family health, Dettol
products offer a high standard of germ kill and are recommended by health care professionals for
their proven ability to keep families. The brand has stayed contemporary through the launch of
new products and offered consumers a breadth of product across categories that can help protect
them from germs.

History of Dettol

The brand dettol was launched 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 use. It was also used
by consumers for bathing, moping, shaving and other secondary purposes. While it started its
journey as the “cuts and wounds” brand, over the years it had taken over the role of “protector
from germs” in every situation.

Mission

Protecting Life from the Burden of Illness: Dettol aims to reduce the spread of germs and
bacteria, ultimately contributing to a healthier world. This mission aligns with its long history of
helping families fight infectious diseases.

Vision

Creating a Healthier World Built on the Foundation of Good Hygiene: Dettol strives to
make good hygiene accessible and achievable for everyone, regardless of age or background.
They believe that proper hygiene practices are essential for a healthier world.

Emphasis on Education: Dettol actively promotes healthy habits and hygiene education,
particularly focusing on empowering families to protect themselves.
Social Responsibility: Dettol demonstrates its commitment to its mission through various social
impact initiatives, such as disaster relief and hygiene education programs in developing
countries.

Brand Portfolio

• Household Disinfection

➢ Dettol Disinfectant Spray-Original Pine Spray Gun 350 ml.

➢ Dettol Antibacterial Surface Disinfectant Refill 350 ml.

➢ Dettol Disinfectant Spray-Original Pine & Spring Blossom 225 ml.

➢ Dettol Disinfection Liquid 500ml.

• Personal Hygiene

Liquid Hand Wash

➢ Liquid Hand Wash 200 ml – Original, Aloe Vera, Cool, Re-Energize, Skincare

➢ Liquid Hand Wash Refill 170 ml - Original, Aloe Vera, Cool, Re-Energize,

Skincare
Bar Soap

➢ Bar Soap 125 gm - Original, Cool, Skincare

➢ Bar Soap 75 gm - Original, Aloe Vera, Cool, Skincare

➢ Bar Soap 30 gm - Original, Skincare

Hand Hygiene

➢ Dettol Antibacterial Wet Wipes 10s

➢ Dettol Hand Sanitizer Original 50 ml

Antiseptics

• Dettol Antiseptic Liquid – 50 ml, 100 ml, 500 ml, 750 ml, 5 L
Body Wash

• Dettol Body Wash 250 ml – Original, Skincare, Fresh

Brand Elements

• Brand Name: Dettol

• Brand URL: https://www.dettol.com.bd

• Brand Logo:

• Brand Slogan: “Be 100% Sure”

• Brand Jingles: Dettol Dettol Ho!

• Brand Packaging: Different kinds of packaging for different products

Consumer Analysis

• Demographics: Dettol's consumer base is diverse and spans across different

demographic groups. This includes individuals of all ages, from children to the elderly,
and various socio-economic backgrounds. While parents and caregivers are significant
consumers due to their concern for family health, Dettol products are also used by
individuals in professional settings and public spaces.

• Psychographics: Dettol consumers are typically health-conscious and prioritize

cleanliness and hygiene in their daily lives. They are proactive in taking preventive
measures to avoid illnesses and prioritize the health and well-being of themselves and
their families. Trust and reliability are essential factors for Dettol consumers, who seek
products that are proven effective and safe for regular use.

• Behavioral Traits: Dettol consumers exhibit behaviors such as frequent handwashing,

using Dettol products for personal and household hygiene, and carrying hand sanitizers
for on-the-go germ protection. They are willing to invest in products that offer protection
against germs and illnesses, especially in environments where hygiene may be
compromised.

• Motivations: The primary motivation for Dettol consumers is the desire to maintain good
health and prevent the spread of infections. They are motivated by the need to protect
themselves and their loved ones from germs and diseases, especially in environments
where hygiene may be compromised. Dettol's reputation for efficacy and reliability plays
a crucial role in motivating consumers to choose its products.

• Perceptions: Dettol is perceived as a trusted brand synonymous with hygiene and

cleanliness. Consumers view Dettol products as effective germ killers that provide peace
 of mind and assurance of safety. The brand's long-standing presence in the market and its
association with health and hygiene contribute to positive perceptions among consumers.

• Preferences: Dettol consumers prefer products that offer convenience, efficacy against
germs, and skin-friendly formulations. They value product attributes such as pleasant
fragrance and affordability. Dettol offers a range of products catering to different hygiene
needs, including hand soaps, antiseptic liquids, surface disinfectants, and personal care
products, which align with consumer preferences.

Competitor Analysis

• Savlon: A major competitor with a strong presence in Bangladesh. Owned by ACI

Limited, Savlon offers a diverse range of hygiene products directly competing with
Dettol.

• Lifebuoy: Another established brand under Unilever Bangladesh, known for its
antibacterial soaps and hygiene products.

• Sepnil: Manufactured by Square Toiletries Limited, is a popular brand in Bangladesh

known for its range of hygiene and antiseptic products. Sepnil offers hand washes,
antiseptic liquids, surface disinfectants, and personal care products. The brand targets
consumers across different socio-economic segments and emphasizes affordability and
effectiveness.

• Bactrol: A local brand owned by Kohinoor Chemicals Limited known for its hand wash
and soaps.
 Market Share of Hand Wash in Bangladesh
Others, 11%

Sepnil, 3%
Lifebouy

Dettol, 6% Savlon
Dettol
Sepnil
Savlon, 10% Others

Lifebouy, 70%

Brand Positioning Strategies

Point of Parity (POPs):

• Germ Protection and Hygiene: This remains the foundation of Dettol's brand image.
They position themselves as the ultimate shield against germs and bacteria, ensuring
protection for families. This resonates strongly with Bangladeshi consumers who
prioritize health and hygiene, especially for their loved ones.
 • Product Diversification: While Dettol started with antiseptic liquid, its expansion into
various hygiene products like soaps, hand washes, and body washes strengthens its
position as a comprehensive hygiene solution provider.

• Price Sensitivity: Dettol balances its brand value with competitive pricing strategies,
ensuring accessibility in a price-sensitive market like Bangladesh.

Point of Difference (PODs):

• Family-Oriented Brand: Dettol emphasizes its role in safeguarding the well-being of

families. Their marketing campaigns often depict scenarios where Dettol products are
used to protect children and loved ones from germs. This emotional connection builds
trust and loyalty among consumers who value family protection.
• Trust and Reliability: Dettol's long history (since 1933) and global presence contribute
to its image as a trustworthy and reliable brand. Consumers perceive Dettol products as
effective and safe, making them a go-to choice for hygiene needs.

• Social Responsibility: Dettol engages in educational initiatives and awareness

campaigns to promote hygiene practices and raise awareness about the importance of
cleanliness in preventing diseases. The brand collaborates with healthcare professionals,
schools, and communities to disseminate information and resources on proper hygiene
techniques and the benefits of using Dettol products.
 Brand Communication

• Focus on Germ Protection and Hygiene: Communication emphasizes Dettol's

effectiveness in eliminating germs and bacteria, promoting its role in safeguarding
families from illness. Advertisements and marketing materials often depict scenarios
where Dettol products are used to protect individuals and families from germ-related
threats.

• Mass Media: Dettol Television, radio, and print media for reaching a wide audience in
Bangladesh.
• Digital Marketing: Dettol likely utilizes social media platforms (Facebook, YouTube)
and potentially influencer marketing to connect with consumers and promote its products.
Though these platforms Dettol directly communicate with consumers, share product
information and educational content, run targeted advertising campaigns, build brand
awareness and engagement

• Point-of-Sale Promotions: In-store displays, product packaging, and promotional offers

can influence purchase decisions at the point of sale.
• Local Language and Cultural Nuances: Dettol use Bangla language and talk about
things that are important to Bangladeshi culture.

Marketing Activities

• Point-of-Sale Promotions: Dettol conducts promotions and displays at retail outlets,

including supermarkets, pharmacies, and convenience stores. These activities may
include product demonstrations, sampling, and special offers to encourage purchase and
drive visibility at the point of sale.
• Community Outreach: Dettol engages with local Bang communities through outreach
programs, workshops, and events focused on promoting hygiene awareness. The brand
collaborates with schools, healthcare organizations and NGOs to deliver educational
initiatives and distribute hygiene products.

• Product Innovation Showcases: Dettol highlights its latest product innovations and
launches through marketing campaigns and events. These initiatives showcase new
formulations, packaging designs, and features tailored to meet the specific needs of
Bangladeshi consumers.

• Public Relations: Dettol maintains a presence in the media through press releases, media
interviews, and participation in relevant events and conferences. The brand leverages PR
opportunities to share updates, expert insights, and success stories related to hygiene and
health.
 Recommendations

• Expand Product Portfolio: Dettol can consider expanding its product portfolio to cater
to evolving consumer needs and preferences. This could include introducing new variants
of existing products, as well as venturing into related categories such as skincare, oral
care, or environmental hygiene solutions.

• Focus on Localized Marketing: Dettol should tailor its marketing strategies and
messaging to resonate with the cultural values, preferences, and sensitivities of the
Bangladeshi market. This includes using localized language, incorporating cultural
references, and understanding the unique needs of Bangladeshi consumers to build
stronger connections with the target audience.
• Innovate for Sustainability: Dettol can focus on developing eco-friendly and
sustainable product formulations and packaging to align with growing consumer concerns
about environmental impact. Investing in sustainable practices can enhance the brand's
reputation and attract environmentally conscious consumers.

• Ensure Quality and Safety: Maintaining a strong commitment to product quality,

safety, and efficacy is paramount for Dettol. Regular testing, adherence to regulatory
standards, and transparent communication about product ingredients and benefits can
help build and maintain consumer trust.

• Monitor Consumer Feedback: Dettol should actively monitor consumer feedback,

reviews, and market trends to identify areas for improvement and innovation. By
listening to consumer insights and adapting quickly to changing preferences and needs,
Dettol can stay ahead of the competition and maintain its leadership position in the
market.

• Collaborate for Impact: Dettol can collaborate with government agencies, non-profit
organizations, and healthcare professionals to drive impactful initiatives addressing
public health challenges, such as disease prevention, sanitation, and hygiene education.
 By partnering with relevant stakeholders, Dettol can amplify its efforts and make a
meaningful difference in communities.

• Innovative Marketing Campaigns: Dettol should continue to innovate in its marketing

campaigns, focusing on themes that go beyond hygiene and antiseptic properties to
connect with consumers on a deeper emotional level. This can help the brand stay
relevant and engage with consumers in a meaningful way.

Conclusions

In conclusion, the diagnosis of the Dettol brand reveals a robust and trusted presence in the
hygiene and germ protection market, both globally and in specific regions such as Bangladesh.
Through its extensive product range, emphasis on efficacy, and longstanding commitment to
consumer health, Dettol has established itself as a leader in promoting cleanliness and hygiene
practices. However, the brand faces challenges such as evolving consumer preferences,
increasing competition, and the need to adapt to changing market dynamics. To ensure continued
success and relevance in the future, Dettol must focus on innovation, sustainability, localized
marketing, and consumer education while maintaining its core values of trust, reliability, and
efficacy. By addressing these areas, Dettol can reinforce its position as a trusted ally in hygiene
and health for consumers worldwide.
 References

• Islam, M. T., & Hoque, N. E. (2023). Consumer trust in advertising and its impact on
purchase intention: A study in the context of Bangladesh. Journal of Marketing
Communications, 29(3), 245-262.

• Dettol Bangladesh. (n.d.). Dettol Bangladesh website. https://www.dettol.com.bd/

• Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing

Brand Equity (4th ed.). Pearson Education Limited.

• Dettol. (n.d.). About Dettol. Retrieved from https://www.dettol.co.uk/about-us/

• Square Toiletries Limited. (n.d.). Brands. Retrieved from

http://www.squaretoiletries.com/brands/

• Unilever Bangladesh Limited. (n.d.). Brands. Retrieved from

https://www.unilever.com.bd/brands/

• Dettol. (n.d.). Dettol's brand positioning strategy in Bangladesh.

https://www.dettol.com.bd/brand-positioning-strategy-in-bangladesh/

• Dettol. (n.d.). Dettol's marketing activities in Bangladesh.

https://www.dettol.com.bd/marketing-activities-in-bangladesh/