Marketing Plan for Dettol Liquid Handwash

2459 Words Nov 27th, 2010 10 Pages
TABLE OF CONTENTS
1. EXECUTIVE SUMMARY..………………………………………………………….…2

2. INTRODUCTION 1. Markets for various categories: The Liquid Handwash…………………………........2

3. MARKETING STRATEGY 1. Strategies and Objectives……………………………………………………………..3 2. SWOT Analysis………………………………………………………………….…...3 3. Situational analysis…………………………………………………………….…......4 4. Competition analysis………………………………………………………………....5 5. Players in the Market………………………………………………………………...6 6. Communication………………………………………………………………………7 7. Other Initiatives……………………………………………………………………...7 8. Looking Ahead………………………………………………………………………7 9. Objectives…………………………………………………………………………..12 10. Marketing Strategies………………………………………………………………12

4. MARKETING MIX 1. Product
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As per the 2001 census around 70% of the population continues to reside in rural areas. Hence there exists a huge untapped market in liquid hand wash segment.

❖ Michael Porter’s five forces Analysis:

1. The threat of substitute products or services

In rural areas, to wash hands people commonly use

• Ash or “rakh”

• Mud

• Plain water

2. The threat of entry of new competitors

Due to the huge size of the rural market in India, other companies, international, national or local can enter the market.

3. The threat of existing competitors

Due to the huge size of the rural market in India, existing players in the liquid hand wash market are a source of competition in the rural market like:

• Lifebuoy

• Palmolive

• Fem

4. Bargaining power of buyers

The tendency of rural consumers is to purchase small quantities of a product. Thus customers behave differently than those in urban areas. So as a force consumers in rural areas collectively will influence the product design.

5. Bargaining power of suppliers

The suppliers of raw materials in a liquid hand wash most probably will not cause any problem.

3.4 Competition Analysis

Dettol’s major competitors in this segment are Lifebuoy, Palmolive, Savlon, Santoor, FEM, etc.

The segment is broadly split in two formats:

i) Dispensing Format: Pump Packs

ii) Refilling Formats: Refill sizes (varying…

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