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Dettol Soap

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Dettol Soap

Introduction
Dettol Antiseptic Liquid Disinfectant is the name of commercial liquid and solid antiseptic products belonging to a household product line manufactured by Reckitt Benckiser.
The traditional liquid product is a light yellow colour, but becomes milky white when diluted in water. This diluted mixture can be used to clean cuts etc.
The active ingredient which defines its unique antiseptic property is an aromatic chemical compound known as chloroxylenol (C8H9ClO). This makes up 4.8% of Dettol's total mixture,[1] with the rest composed of pine oil, isopropanol, castor oil soap, caramel, and water. Because several of the ingredients are insoluble in water, Dettol produces a white emulsion of oil droplets when diluted …show more content…

Constant political instability does affect the company in terms of building new relations with new governments all the time.
• Social and Cultural factors: the company has to be very careful in the implementation of its promotional campaigns, since the social cultural environment of Pakistan is very conservative and any suggestive advertisements usually face a lot of negative reactions on the part of the consumer.
• Other factors: like the government regulations and technological advancements have had no significant effect on the product and the company.

MARKETING ANALYSIS

In the mind of the consumer, anti-bacterial soap should have the following:
A product whose core function is to clean skin, making it softer and smoother, while leaving a feeling of freshness behind. Good perfume and foam combine to deliver this freshness experience.
The key functional benefit is that it removes dirt, oiliness and other impurities from skin.
Germs are not top-of-mind for the average consumer, but are a function of Dirt and disease. Research led us to know that consumers are largely unaware of the diverse nature of ‘jaraseem’. They just know that Germs (jaraseem) are the bad guys. They don’t know that there are different types of germs.

Different antibacterial competitors are trying to own a higher ground by

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