Dettol Soap Marketing Strategy by gws47753

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									           &


       Present




 75 Years of Dettol
  A Case Analysis Contest



   In association with




The Marketing Club of MDI
                         Reckitt Benckiser India Ltd.:    75 years of Dettol

         Dettol, the brand synonymous with protection from germs, had for long been voted as India’s
most trusted brand. In September 2008, the marketing team of Dettol was reviewing the brand’s
performance in its 75th year of existence to formulate a three-year plan. Dettol’s growth trend had been
slow but steady over the years and a number of initiatives taken in the recent years had started yielding
results.

         The brand started its journey in 1933 as antiseptic liquid, but over the years, it has been
extended to a number of product categories like toilet soaps, liquid handwash, liquid bodywash, shaving
cream and plaster strips. The growth trend in the last few years had been encouraging with shares
showing an accelerated upward growth in most categories, but the team felt share gain could be much
faster. The brand team decided to further build on the growth trajectory and set itself a visionary target
- that of doubling Dettol’s overall share in next three years in the combined market of the product
categories it is present in (Antiseptic Liquid, Bar soaps, Liquid Handwash, Bodywash).

       The team knew that it had to address various challenges to achieve its ambitious target viz.
consumers saw the need for germ kill only in specific situations, resulting in irregular usage and
seasonality. The brand had to fight in a competing environment in which new variants and re-launches
were used for driving growth, it was critical to determine what & where should be the business thrust to
optimize the marketing spend and further accelerate the brand growth.

                                         Company Background
        Reckitt Benckiser India Ltd (RBIL) is a fully owned subsidiary of Reckitt Benckiser Plc., world’s
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.



*Unless otherwise stated, all data given in the case refers to trade channel tracked by AC Neilson, supplied by
Reckitt Benckiser India Ltd.



This case is prepared by Prof. Vinod Kalia of Management Development Institute, Gurgaon for the Dettol case
study contest organized by Reckitt Benckiser India Ltd. in association with MDI-Marquity. The case is not intended
to serve as a source of primary data, or effective or ineffective management. The author would like to thankfully
acknowledge inputs from the brand team of Reckitt Benckiser India Ltd. and Ms. Smriti Kataria, Ms. Charuta
Ambardekar and Mr Karan Sood, students from MDI PGPM class of 2009.
                        Reckitt Benckiser India Ltd.:   75 years of Dettol

        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 well-
structured sales force, responsible for achieving sales for the entire product portfolio of more than 150
Stock Keeping Units (SKUs).

                                             Brand Dettol
        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.

         Dettol Antiseptic Liquid has some strong, distinct associations-first and foremost is its trademark
smell. Who can miss the characteristic Dettol smell that has been the reassurance to many a child’s
scraped knee! Consumers recognize the smell enough to refer to a medicinally clean room as ‘Dettol like
smell’. In the book, ‘Planning of Power Advertising’, Anand Halve mentions, “It is a safe bet that you will
be able to tell the smell of Dettol liquid on a cut with the reassuring tingling sensation which tells you it
has begun to work. Savlon on the other does not have the same burning sensation, (and is) very often
seen by consumers as ‘ineffective’ ”.

        The second characteristic is its amber gold color. The third is the ‘clouding’ effect that appears
when it is added to water.

        Dettol’s packaging is distinct in its very own way. The green & white colours are associated with
hospitals. All Dettol products have a sword on the pack, which is a symbol for fighting germs and
infection. Over the years, the clouding action and the sword have become synonymous with the brand
and have been creatively used in Dettol advertising.

        Consumers see Dettol as an ‘expert’, as something which is effective and versatile and
guarantees protection from germs. It has been likened to a bodyguard who protects them from the
unclean and unhygienic outside world. The brand’s versatility stems from multiple uses of the antiseptic
liquid which offers protection in so many different forms.

        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
brand’s 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
                        Reckitt Benckiser India Ltd.:   75 years of Dettol

continues to command a dominant market share 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 been to garner share.
Fundamental to all the categories was existence/creation of a consumer need for germ protection
satiated by Dettol’s trusted promise.

             Markets for various categories - The Antiseptic liquid market
The Antiseptic liquid market in India is estimated at Rs. 120 Crores in 2007(see Exhibit 2a for category
sales). The market is dominated by Dettol Antiseptic Liquid, which has close to 85% share. Johnson &
Johnson’s Savlon is the other significant player with a market share of 13%. A few years back, this
market saw introduction of Suthol brand antiseptic liquid from G.D. Pharma (makers of Boroline). Dettol
Antiseptic Liquid is under pricing control of a Govt. authorized body (see Exhibit 2b and 2c for market
share & pricing).

Communication: Dettol’s communication in the initial years was via medical detailing material, print
advertisement in popular press and medical journals. This was followed by TV advertisements centered
on first aid application for many years.

         U&A study showed that while First Aid use in the households had a near 100% penetration,
many homes were using it for secondary purposes. In order to exploit this potential in 2005, the
message strategy saw a shift to communicating secondary usages like adding Dettol to bathing water,
disinfecting the floors, nappy rinsing etc. In early 2008, the brand’s communication took another step
forward with its “Aapka Dettol Kya Kya Karta Hai” campaign – that showcased how brand users across
the country had formed their own special bond with the brand – using it whenever and wherever they
felt a need for disinfection.

         Antiseptic Liquid is a well-penetrated market, given its use in first aid, and is sold in over 16 lac
outlets in the country (see Exhibit 2d for distribution details). Over the years, the product has been
extended for other disinfection uses like adding to bathing water, disinfecting baby nappies, adding to
water while mopping etc. and at present secondary usage contributes more volumes of Dettol Antiseptic
liquid than the primary first aid usage.

Other Players in the antiseptic liquid market:

        Savlon: It is the key direct competitor in the Antiseptic Liquid market. It was launched with ‘no
sting with Savlon’ campaign. It attempted to pull the consumer base towards its product promise of
non-sting. In Feb 2005, it started with a new ‘70% doctors prefer Savlon’ advertisement with heavy
media support. However, brand’s share has more or less remained stagnant over the years. Since
beginning of 2007, Savlon has been off air.
                        Reckitt Benckiser India Ltd.:   75 years of Dettol

         Suthol: G.D. Pharma launched Suthol antiseptic liquid in April 2006 in their stronghold state of
West Bengal, which was positioned on soothing sensation, from irritation due to prickly heat, mosquito
bites, after-shave, etc. Both TV and print media were used to promote the brand in West Bengal during
the launch phase. The brand has shown strong share gain mainly in the East. In 2007, the brand was
rolled out to other states, with heavy print support in Delhi & West Bengal, but with little success
beyond East.

                  Markets for various categories - The Bar Soap Market
The Bar Soap Market in India is worth Rs. 6550 Crores (see Exhibit 3a for category size). With a 100%
penetration, the soap market has been volumetrically stagnant in the last few years. However, value
wise, the market has been growing owing primarily due to price increases and to some extent a
movement from economy brands to brands that are mid-priced or premium priced (see Exhibit 3b for
category drivers). The Indian bar soap market has a large number of players that use different appeals to
connect with their consumers. The market can be classified into about ten different appeals such as
Beauty, Health, Fairness, Freshness, Herbal etc. While the market is dominated by beauty players (52%
share), health platform constitutes approximately 23% of the total market (see Exhibit 3c for share and
sales of the different classifications of soaps).

       Dettol Soap was launched in India in the early 80s. The launch was based on consumer feedback
on Dettol Antiseptic Liquid, where secondary usage of the product always came up. Since many
consumers used Dettol in their bath water, the company thought of offering Dettol in a more
convenient form of soap.

         Dettol Original was the launch soap, which initially found limited acceptance from consumers.
Its sales picked up after a changed positioning (please refer ‘Communication’ section for details). By
2000, it saw limited success but its market share had started stagnating. Research on brand equity
revealed that while Dettol’s equity remained very strong on ‘germ protection’, the product’s relevance
in the consumer’s choice for a bathing soap was getting limited. It was also gathered in the consumer
research that while loyalists loved Dettol soap for its trademark fragrance, it was being rejected by a big
chunk of consumers as a regular bathing soap bar.

         The brand team felt a need to launch variants in Dettol Soap given that sensorial measures like
fragrance, moisturized soft skin, etc were key drivers when it came to consumers choosing their soap
brands. Dettol Skincare soap was thus launched in January 2004 - A white colored soap, offering Dettol’s
protection with moisturizers to nourish the skin. This was followed by the third variant – Dettol Cool in
February 2006, which offered trusted Dettol protection with menthol to help feel refreshed and
revitalized.

        Dettol occupies a 4.9% share (Full year 2007) in this market. Its major competitiors are Lifebuoy,
Lux, Santoor, Savlon, Godrej No 1, etc (see Exhibit 3d for value & volume brand shares). The stronghold
                       Reckitt Benckiser India Ltd.:   75 years of Dettol

and dominance of these brands and their distribution, varies across regions and urban and rural markets
(see Exhibits 3e and 3f for region-wise value shares and distribution for major brands).While some
brands are strong across the market, others have their strongholds in only some of the regions in the
country.

        Dettol variants have contributed incrementally to Dettol soap sales and now make up about
25% of total Dettol soap sales. However, given its heritage and years of existence, Dettol Original Soap
continues to be the lead variant, and top of mind when it came to Dettol Soaps (see Exhibit 3g for
variant contribution for Dettol and some major competitors).

        To suit the needs of different consumers, Dettol and its competitors are available in different
pack sizes and combo-pack offers (see Exhibit 3h for pack size wise contribution).

        Pricing also plays a big role in this market that can be segmented as economy, mid-price and
premium. Each player is present in different sizes, and hence tries to straddle different pick up prices.
Dettol soap has a premium price versus other key players in the market. This has limited Dettol
penetration in the lower end of the market. To overcome pricing barrier, small pack was launched in
2007, priced at Rs. 6. This helped in gaining further share (see Exhibit 3i for pricing details).

       Household penetration and consumer preferences towards Dettol vary across regions and
seasons (see Exhibits 3j,3k and 3l for Brand Dettol seasonality, reasons for usage and dislike).

Key Players in the soap market:

        Lifebuoy: Post a major positioning change in 2002 from “male victorious health” to “family
health” in the bar soap market, Lifebuoy relaunched itself in March 2004 with improved product and
new claim of ‘100% better germ protection*’, and since then has been trying to make strong its equity
on germ protection through various communication and new product launches. In February 2005,
Lifebuoy has launched a new campaign adding a layer of social good in its communication with a tagline
of “Have no Fear”. In November 2007 another new ad was launched comparing vs. beauty soaps in
general.

        Lux: It relaunched itself in 2004, with better packaging graphics and upgraded variants in line
with the global range. It was highly visible on-air with a range of Aishwarya Rai copies. Post decline of
share in early 2005, Lux launched a new campaign in Sep 2005 with Shahrukh Khan and four prominent
film actresses to commemorate 75 years of Lux, via special Promo packs & new pack graphics. In Feb
2007, it again launched a new campaign, ‘Surat bhi, Khoobsurat bhi’. It launched new variant copies in
Q2, 2008 (Peach cream & Strawberry cream) offering fruit based skin care.

        Santoor: It comes up with regular renewal of its copies (one every year) communicating ‘skin
that looks younger than its age’ proposition. It launched a new white variant in September 2007.
                        Reckitt Benckiser India Ltd.:   75 years of Dettol

       Savlon: In the soap category, it is positioned on the ‘Gentle Protection’ proposition. Its share has
remained flat at 0.6% over the years.

         Godrej No. 1: It has had a very low key TV activity, relying mostly on regional print in select
states. It frequently airs advertisement featuring popular soap-star ‘Jassi’.



Dettol’s Communication:

        Dettol Original soap was launched on the platform of ‘Mild and gentle skin care’ with the selling
proposition as – “Give your family the loving care of Dettol Soap”. However, the brand failed to take off
since a mild soap from the Dettol stable did not make sense. Even after two years of launch, Dettol soap
could not make its presence felt.

        In mid 80s, an exhaustive consumer research was undertaken with the objective of finding
reasons for dissatisfaction among consumer and the result was the understanding that a consumer need
platform has to be built for a special bathing soap based on Dettol’s core strengths and not on the mild
and gentle skincare platform.

        After in-depth consumer research, it was seen that consumers were open to the idea of using
Dettol Soap when they faced extreme dirt conditions. Hence, it was felt that Dettol Soap needs to be
positioned for occasions that are special, but not rare in everyday life. These could be based on
exposure to dirt and germs, pollution, heat, sweat etc.

       Another challenge was to create a positioning that managed a fine balance between a cosmetic
and therapeutic medicated position. The final positioning that was decided was:

       “Dettol protection comes to you and your family in the form of a soap for those daily occasions
when a specially clean germicidal bath is necessary. WHEN NO ORDINARY BATH WILL DO – DETTOL
SOAP – THE 100% BATH”

        The advertising was thus developed along these lines and Dettol Soap was re-launched. The
advertising clicked with the consumer. Dettol soap sales reacted very positively to this new
communication. Dettol sales grew year after year, with communication being renewed periodically to
keep consumer interest in the brand promise alive.

          Over the years, the communication was moved along this gradient of educating consumers, on
how they pick up germs throughout the day and only Dettol soap can give the required protection
everyday. Research showed that there was huge hand wash usage of the brand and moreover the usage
was highly seasonal with highest usage seen in peak summer and monsoon months when consumers
felt visibly dirty and hence associated the period with the presence of germs. The result was that while
a high number of consumers used Dettol soaps during specific germy situations, they moved out of the
                         Reckitt Benckiser India Ltd.:    75 years of Dettol

brand to the regular soaps in the market once the felt need for germ protection was over. Moreover,
while consumers accepted that germs might be presented, the linkage of germs to the illnesses they
cause was limited.

         In order to address this, a new educative campaign, was launched in 2007 with the objective of
driving everyday relevance of Dettol soap. As part of this campaign, seasonal hooks were used to
establish germ relevance - summer, monsoon, and winter. Consequences of germ pick up were more
explicitly voiced. Dettol soap witnessed a sharp surge in sales with the new advertisement (see Exhibit
3m for soap communication).

        Markets for various categories - The Liquid Handwash Market
Dettol introduced the Liquid Hand Wash in 1994. It was known that many consumers use Dettol Soap for
cleaning hands. Dettol Liquid Soap gave the consumers a soap in a more modern and convenient format
for handwash.

       In hand washing, the need for germ protection is top most on consumer’s mind. Due to its early
and continued efforts in building the segment and given the strength of the parent brand Dettol, this
segment was historically dominated by Dettol Liquid Hand wash.

        The size of the liquid hand wash market is relatively small –Rs. 59 Crores by end of 2007(see
Exhibit 4a for market size in volume and value). Although incidence of hand wash in a day is quite high,
penetration of liquid handwash is still low in India (estimated as 10% of all Urban House Holds in 2007),
bar soaps being typically used for washing hands. The key reasons for low penetration of the category
are ‘expensive/low value for money’. Amongst users, the motivators are ‘protection from germs’
followed by ‘convenience of use’. Given category building efforts, the penetration has been showing a
steady increase.

        Dettol’s major competitors in this segment are Lifebuoy, Palmolive, Savlon, Santoor, FEM, etc
(see Exhibits 4b for brand shares).

        The segment is broadly split in two formats:

i) Dispensing Format: Pump Packs

ii) Refilling Formats: Refill sizes (varying from 200ml to 5 ltr)

         The category evolution has been based on the increasing penetration of the Pump pack over a
period of time. The dispensing pack dominated the market with over 60% contribution (2005). Over the
last three years, the refill segment has flourished – as regular consumers re-purchase the refill pack after
entering into the segment via the Pump pack. However, the awareness for refill packs is still low. A large
base of consumers still re-purchases the Pump pack instead of using a refill pack (see Exhibit 4c for
pricing details).
                         Reckitt Benckiser India Ltd.:   75 years of Dettol

        In building the segment, Dettol has played the role of the market leader and the innovator. In
2005, it was the first player to launch the Pouch refill pack. As the market evolved and the Pouch refill
segment grew, all the other competitors entered the pouch refill segment in 2007.

      Similarly, the latest product innovation offering from Dettol has been the launch of the small
pump pack, at a lower pick up price, in the first quarter of 2007.

      There are multiple product innovation opportunities from the international stable of Dettol
hand Wash – which the brand team is evaluating for future launch.

        As per consumer research, the number 1 category driver for hand washing has been ‘need for
protection from germs’. Additionally, consumers look for product attributes like nice fragrance and
softness. Another characteristic of the hand wash market is its disproportional dependence on the
Modern distribution channel, ie. Self-service stores.

        Close to 25% of the category business comes from this channel. The self-select environment of
the target consumer has multiple implications for the brand. Variants become a key driver for widening
the consumer choice set in such a shopping pattern.

        Dettol Liquid Hand wash currently has three variants, namely, Original, Skincare and Sensitive.
Other players also have multiple variants with Lifebuoy having four and Fem having eight.

        The liquid hand wash portfolio is sold via all three distribution channels of the company, namely:
(a) Modern Trade – self-service channel (b) Direct Distributors in large towns (c) Sub Stockist network for
reach into smaller towns.

        The distribution for both category and Dettol Hand Wash has been on a rising curve – with more
than three lac outlets stocking the hand wash segment (see Exhibit 4d for distribution details)..

Players in the Market:

         Lifebuoy: It became a serious player in Liquid handwash market in Q3, 2006. Its share went up
from 9.3% to 19.8% for the year 2007. Positioned on a ‘protection from germs’ platform it carries the
tagline of ‘have no fear’ in the Liquid handwash segment too. Other than Dettol, it is so far the only
significant player that invests in the category. With media support and strong promotional support,
supporting its relaunch, it has made quick gains in this segment.

        FEM: Fem, from Ivory chemicals, was historically the key brand in liquid soap category. It used to
be the strong number two brand until recently. However, it has lost share heavily since the Lifebuoy
Handwash relaunch. The brand is positioned on the platform of ‘soft hands and moisturizing care of
Fem’. In 2007, it launched a premium range of products under a sub brand of Fem Cool Angel (three
variants, priced at Rs.79/- for 250ml pump pack).
                       Reckitt Benckiser India Ltd.:   75 years of Dettol

         Palmolive: Palmolive launched handwash in October 2003 with a premium pricing and imported
stocks. In Oct 2006, they dropped prices from Rs. 90/- for 300ml Pump to Rs. 55/- for 250ml Pump.
While the brand is supported by promotions mainly in the modern trade, it is not active on air.

        Savlon: It launched its handwash in March, 2005 on the ‘gentle protection’ platform. It currently
has a 2% share. It is not supported on air.

       Santoor: As a strong player in the bar soaps market and with a high market-share in the South,
Santoor launched the Liquid Hand Wash in January 2007, along with media support.Post that, the brand
has been off air.

        The liquid hand wash category has seen a sharp increase in the competitive environment with
new players entering in 2007 and big brands like Lifebuoy getting active. As the liquid handwash
category grows, given the usage of single product for handwashing and bathing in many homes, more
and more bar soap players are launching liquid handwash. Chandrika & Margo are two such new
entrants, but with no strong marketing support, they are yet to make their presence felt.

Communication:

        Dettol hand wash communication has always focused on the core brand positioning of
protection from germs. Over the years, the message of need for hand washing and the risk of germs has
been highlighted in various daily germ pick up situations (see Exhibit 4e for the 2005-2007
advertisements).

                 Markets for various categories -The Bodywash Market
Dettol bodywash was launched in 2005 for further penetration into related categories and progression
into the urban market.

        The Body Wash market is a small but fast growing category. Its category size was Rs. 16 Crores in
2007. For the last 3 years, the CAGR has been near 30% (see Exhibit 5a for category size).

         The market is dominated by a few key players namely, Lux Body Wash, Palmolive and Dove (see
Exhibit 5b for volume and value brand shares).

         The current user profile of Body Wash is upper SECs who reside mainly in Metros. The user
profile currently also has a slight female skew and the association of the product usage is with feelings
of indulgence and ‘pampering oneself’. The category is considered ‘premium’ due to its high priced
products (refer Exhibit 5c for the price chart).

         Given the size of the market, the support behind the category has been overall at a rather low
level. The overall penetration in India is a meagre 1%. However, trends in other semi-developed markets
                         Reckitt Benckiser India Ltd.:   75 years of Dettol

show that shower gels clearly the body-wash market of the future. In many developed countries, use of
soap is changed to bodywash format (almost to 50%).

Players in the market:

        Lux: It launched the MTV range – Friday Night Fever and ran spots on MTV

        Palmolive: It has launched the ‘Spa’ range with two variants – Thermal and Firming

        Dove: Has picked up in the bodywash market and launched a new product in 2007

Communication:

       Lux Body Wash did a big bang advertising launch in 2004 with celebrity endorsement (Kareena
Kapoor). That year the category grew by 135%.

        The other advertiser in this segment was Palmolive, which has been advertising on a low but
regular basis. Both brands used niche channels and occasionally use targeted magazines.

        Dettol launched its campaign in May’07 ‘Pleasure for the Senses, Protection for the Body’.
Currently, Dettol Body Wash is distributed by the company in the top six metros and in the self-service
stores only.

                                           Other Categories
        Shaving Cream: Dettol launched its shaving cream in 1996.This has also been another successful
extension for the brand. The insight into developing this product came from the use of Dettol Liquid in
shaving water.

       Plaster: Dettol Plaster is an important brand in the basket since it is directly used in first aid and
hence adds to the first aid range and core equity of the brand. The major competitor in the category is
Band-Aid from Johnson and Johnson.

        At this point in time, these two segments are not the focus for the team.

                                           Other initiatives
    One of the key challenges on use of Dettol has been low consumer awareness on germ pick up
situations. Recognizing the same, the team is evaluating how hygiene awareness can be increased
further. Apart from communication the initiatives that are currently undertaken are:

    1. Dettol Surakshit Parivar: An on-ground consumer contact program, where young mothers are
       educated on good hygiene practices and school children are educated on hand wash habits.
                       Reckitt Benckiser India Ltd.:   75 years of Dettol

   2. Dettol is working with Global Hygiene council, a council working towards increasing hygiene
      awareness across countries. The results of and recommendations from the studies done are
      shared through the mass media.

   3. Periodic advertorials on good hygiene practices, threat of illnesses, hygiene habits, educational
      advertorials, etc are some of the other initiatives.

                                         Looking Ahead..
        Brand Dettol’s growth trend had been steady over the years. In the last few years, there had
been an acceleration in its growth, but the team felt that with the right strategies in place, it could
leverage the growth momentum it had built in recent past. It was looking forward to finalizing various
marketing strategies and initiatives to help it achieve its ambitious objectives.
Reckitt Benckiser India Ltd.:   75 years of Dettol

                      Exhibit 1
The complete range of products under Brand Dettol
                    Reckitt Benckiser India Ltd.:   75 years of Dettol

                                           Exhibit 2
                                   Antiseptic Liquid market



  2a. Market Size

                                                        2005      2006               2007
     Market Size Value (Rs Crore)                       90.1      103.3              120.2
     Market Size Volume (Kilo Ltr)                      5719      6499               7339


  2b. Market Shares



     Market Share (Value)                        2005          2006                  2007
               Dettol                            86%            85%                  84%
               Savlon                            13%            13%                  13%
               Suthol                              0%           1%                   2%


  2c. Pricing for Dettol & Savlon for different sizes in Rs.

                               Dettol                                Savlon
  50 ml                         10.8                                  12.5
  100ml                          17                                   19.5


  2d. Distribution for Dettol in 2007


                              Distribution (no of outlets)     Volume Offtake ( Mn. Litres)
   All India                           16,07,669                          6.43

Northern Region                         6,03,245                              1.29

Eastern Region                          3,80,580                              1.18

Western Region                          2,37,720                              1.40

Southern Region                         3,86,126                              2.56
                        Reckitt Benckiser India Ltd.:          75 years of Dettol

                                                          Exhibit 3
                                                       Bar soap market

    3a. Market Size

                                                2004            2005                                2006                        2007
   Volume(Tons)                           5,35,217             5,37,923                       5,43,884                       5,47,215
   Value(Rs crore)                              5768            5921                                6046                        6548


    3b. Category ( Bathing soap ) drivers for consumption


                  Category Driver : Bar Soap (body)
                                       Trust                                                                0.4
                         Pleasant fragrance                                                          0.36
                               Brand for me                                                         0.35
                                High quality                                                    0.34
                           Cleans effectively                                                   0.34
                                     Modern                                                  0.32
                            Leaves skin soft                                                 0.32
                                Lathers well                                                 0.32
                                  Good VFM                                                   0.32
                        Is gentle on my skin                                                 0.32
                       Ideal for whole family                                                0.32
                       Suitable for everyday                                             0.31
                        Innovative products                                            0.3                        Connection
                           Lasting fragrance                                          0.29                        Germ Protection
                               Rinses easily                                          0.29                        Efficacy
                                                                                                                   Value
                      Effective killing germs                                         0.29
                                                                                                                  Innovative
                         Natural ingredients                                          0.29                        Experience
                   Protects against infection                                  0.25                               Gentle
                                Kills viruses                               0.23
         Recommended by medical profession                            0.2




Note: Each individual parameter is rated from a scale of 0 to 1. These parameters are grouped as shown.
                     Reckitt Benckiser India Ltd.:   75 years of Dettol



     3c. Toilet Soap Classification                   Sales revenues of major brands in 2007



                     2007 value                                                           2007 value
 Classifications       share                           Major brands     Classifications   in Rs crore
                                                       JOHNSON'S
      Baby              2.8%                              BABY               Baby              149.7
     Beauty             52.3%                              LUX              Beauty             1139.5
    Fairness            0.7%                            SANTOOR             Beauty             447.7

   Freshness             3.4%                          GODREJ NO 1          Beauty             427.3
    Haircare             0.3%                            BREEZE             Beauty             409.4
     Health             23.3%                             NIRMA             Beauty             251.1
     Herbal              8.2%                            REXONA             Beauty             194.1
     Others              4.3%                             NIMA              Beauty             155.1
    Skincare             4.7%                               JO              Beauty             111.9
                                                         MYSORE
Total Toilet Soap      100.0%                            SANDAL              Beauty             96.5
                                                          DYNA               Beauty             45.9
                                                        CINTHOL            Freshness           145.5
                                                           LIRIL           Freshness            71.8
                                                        LIFEBUOY             Health            1151.0
                                                         DETTOL              Health            322.5
                                                         SAVLON              Health             37.7
                                                         HAMAM               Herbal            202.0
                                                        MEDIMIX              Herbal            175.6
                                                         MARGO               Herbal             62.4
                                                          PEARS             Skincare           242.5
                                                          DOVE              Skincare            68.1
                                 Reckitt Benckiser India Ltd.:         75 years of Dettol



               3d. Market shares of major brands by value and volume


Market Share
 Value (%)        2004   2005   2006   2007   Q1'05   Q2'05   Q3'05   Q4'05   Q1'06   Q2'06   Q3'06   Q4'06   Q1'07   Q2'07   Q3'07   Q4'07

   Dettol          3.7    3.9    4.3    4.9    3.3      4      4.4      4      3.7     4.8     4.6     4.2     3.9     5       5.6     5.2

  Lifebuoy         18    18.4   18.3   17.6    19      19      18      18      19      18      18      18      18      17      17      18

    Lux           16.8   15.7   17.5   18.2    16      15      16      16      17      18      18      18      18      19      18      18

  Santoor          4.8    5.4    5.9    6.8    5.3     5.1     5.7     5.6     5.2     5.9     6.3     6       6.2     6.6     6.9     7.5

   Breeze          7.4    6.7    6.5    6.3    6.7     6.7     6.9     6.5     6.6     6.3     6.3     6.6     6.1     6.2     6.6     6

Godrej No 1        4.1    4.8    5.6    6.5    4.5     4.6     4.9     5.3     5.3     5.3     5.9     5.9     6.2     6.5     6.9     6.5

   Savlon          0.4    0.6    0.6    0.6    0.5     0.6     0.6     0.6     0.6     0.7     0.6     0.5     0.5     0.6     0.6     0.5




Market Share
Volume (%)        2004   2005   2006   2007   Q1'05   Q2'05   Q3'05   Q4'05   Q1'06   Q2'06   Q3'06   Q4'06   Q1'07   Q2'07   Q3'07   Q4'07

   Dettol          2     2.3    2.6     3      1.8     2.3     2.7     2.5     2.2     2.9     2.8     2.6     2.3     3.1     3.5     3.1

  Lifebuoy        21.8   22.2   21.6   20.9    23      23      22      22      23      21      21      21      21      21      21      21

    Lux           14.2   13.5   15.5   16.2    14      13      14      14      15      16      16      16      16      17      16      16

  Santoor         4.1    4.9    5.4    6.2     4.6     4.6     5.2     5.2     5       5.4     5.7     5.4     5.7      6      6.3     6.8

  Breeze          11.5   9.9    9.5    9.2     10      10      10      9.6     9.6     9.3     9.3     9.7     9.1     9.2     9.6     8.7

Godrej No 1       5.5    6.6    7.8    9.1     6.1     6.3     6.7     7.2     7.2     7.4     8.3     8.3     8.6     9.2     9.6     9.2

   Savlon         0.2    0.3    0.4    0.3     0.3     0.3     0.3     0.3     0.3     0.4     0.4     0.3     0.3     0.4     0.4     0.3
              Reckitt Benckiser India Ltd.:   75 years of Dettol



3e. Region Wise value share of major brands

                                                2007
                      All India    North        East    West       South
          TOILET
       SOAPS value
       in Rs crore*     6548        1581        1091    1787       2088
        LIFEBUOY        17.6        17.3        26.4    18.6       15.4
           LUX          17.4        13.2        19.6    19.4       13.9
        SANTOOR          6.8        13.1         8.7     7.8       14.6

      GODREJ NO 1        6.5         8.1         7.3     5.5        7.8
         DETTOL          4.9        10.3         5.1     6.4        7.2
         BREEZE          6.3         9.1         2.3     8.0        5.1
          PEARS          3.7         3.6         2.7     3.5        4.5
         NIRMA           3.8         2.3         2.6     4.1        4.0
        HAMAM            3.1         1.9         2.0     2.8        4.0
        REXONA           3.0         0.9         0.9     2.5        3.2
        MEDIMIX          2.7         1.3         1.9     2.1        3.9
       JOHNSON'S
          BABY           2.3         1.2         1.5     1.0        2.0
        CINTHOL          2.2         1.6         2.3     2.2        2.0
          NIMA           2.4         1.2         0.5     1.3        1.3
            JO           1.7         1.6         1.5     1.3        1.0
        MYSORE
         SANDAL          1.5         1.0         1.1     0.9        0.9
          DYNA           0.7         0.9         1.3     1.1        1.0
          DOVE           1.0         0.9         1.1     0.9        0.6
         MARGO           1.0         0.8         0.4     0.8        NA
           LIRIL         1.1         0.9         0.8     0.6        0.6
                         Reckitt Benckiser India Ltd.:   75 years of Dettol

        Geography-wise value shares (%) for major brands

                                                 All India
                              All India        Towns Class   All India Rest     All India        All India
                               Metro                 1         of Urban          Rural        (Urban+Rural)
                            2006 2007          2006 2007     2006 2007        2006 2007        2006     2007

TOILET SOAPS value in
     Rs Crores*             1,339 1,450 1,012 1,078 1,040 1,140 2,655 2,881                   6,046      6,549
       DETTOL                6.5   7.1   4.9   5.5   4.5   5.5   2.9   3.4                     4.3        4.9

   Dettol Small Packs        0.0      0.1      0.0     0.1    0.0     0.1     0.0      0.1     0.0        0.1

  Dettol Large Packs          6.5     7.0      4.9    5.4     4.5     5.4      2.9     3.3      4.3       4.8
         LUX                 17.9     18.0     17.7   18.8    16.1   16.5     17.8    18.8     17.5      18.2

    Lux Small Packs          2.0      2.2      2.3     3.0    2.1     2.4     4.7      5.9     3.2        4.0

    Lux Large Packs          15.9     15.8     15.5   15.8    14.0   14.1     13.2    12.9     14.3      14.2
       LIFEBUOY              14.1     13.1     14.7   14.0    16.5   15.5     22.6    22.0     18.3      17.6

 Lifebuoy Small Packs        1.8      2.0      2.5     2.8    2.7     3.0     7.0      7.7     4.3        4.8

 Lifebuoy Large Packs        12.3     11.0     12.2   11.2    13.7   12.6     15.6    14.3     14.0      12.8
      SANTOOR                 3.9     4.9      6.2    7.0     4.7     5.7      7.2     8.2      5.9       6.8

  Santoor Small Packs        0.2      0.4      0.5     0.8    0.4     0.6     0.9      1.5     0.6        1.0

  Santoor Large Packs        3.7      4.5      5.7     6.1    4.3     5.1     6.3      6.7     5.3        5.9
*Note: Figures are rounded off

        3f. Distribution for the top brands in terms of number of outlets (table1) ;no of dealers (table 2)

         Table 1                     2004               2005             2006                  2007
        Body soaps                 57,29,961          59,14,089        60,75,797             62,44,942
          Dettol                   20,43,810          19,28,221        18,95,077             21,96,611
         Lifebuoy                  40,37,418          42,60,275        45,08,039             46,24,383
            Lux                    36,97,472          38,57,883        42,65,473             42,21,792
         Santoor                   11,63,726          12,35,822        13,16,524             14,29,301
          Breeze                   26,08,078          26,41,925        24,74,234             24,10,057
        Godrej No 1                10,71,294          12,29,297        13,84,032             14,81,902
          Savlon                   5,90,696           6,53,858         5,61,717              6,07,843
                                   Reckitt Benckiser India Ltd.:       75 years of Dettol




 Table 2       All India Metro      All India Towns Class 1   All India Rest of Urban       All India Rural      All India (Urban+Rural)



             2006         2007        2006         2007         2006         2007         2006          2007       2006          2007

 TOILET
 SOAPS      7,10,977    7,65,497    6,81,077     7,16,910     9,72,667     9,74,185     37,11,031    37,88,334   60,75,773    62,44,918


DETTOL        54.7        57.5        47.1         48.8         41.3         46.7         21.1          25.1       31.2          35.2
 Dettol
 Small
 Packs        0.2          7.5         0.4          5.6          0.4          4.2          0.2           3.7        0.2           4.5


  LUX         83.6        82.3        76.2         73.7         70.1         69.5         66.6          63.0       70.2          67.6
Lux Small
  Packs       46.1        43.9        38.9         32.2         26.2         25.6         29.3          29.6       30.0          29.5


LIFEBUOY      80.9        80.2        76.8         71.2         72.0         69.5         73.0          74.5       74.2          74.0
 Lifebuoy
   Small
   Packs      42.1        50.2        35.9         40.0         30.3         39.7         41.8          49.6       39.3          47.0


SANTOOR       32.8        32.8        27.1         28.4         20.5         21.8         18.8          20.1       21.7          22.9
 Santoor
  Small
  Packs       10.6        12.6        10.1         11.9          5.8          7.5          9.7          11.9        9.2          11.3
                  Reckitt Benckiser India Ltd.:   75 years of Dettol

3g. Variant contribution to market shares for key players

                  Dettol
                                                     2005          2006     2007
                Cool                                   0            0.3      0.5
              Skin Care                               0.5           0.5      0.5
              Original                               3.3           3.5       3.8


   Lifebuoy
                                   2005                     2006          2007
  Skin Guard                         0                        0            0.1
  Clear Skin                        0.2                      0.3           0.3
   DeoFresh                         0.9                      0.7           0.4
    Nature                          0.7                      0.9           0.5
     Care                           1.7                      1.3           1.3
 Total/Strong                      14.9                     15.1           15


      Lux
                                    2005                    2006          2007
       Pink                          8.5                     7.9           7.7
      White                          4.7                     6.4           7.1
  International                      0.9                     0.9           0.8
      Black                          0.9                     0.7           0.6
  Festive Glow                       0.7                     0.9           0.5
      Aqua                            0                      0.6           0.7
    Haute Pink                        0                       0            0.4
   White Glow                         0                      0.1           0.3
  Crystal Shine                                                            0.1
   Provocateur
                Reckitt Benckiser India Ltd.:   75 years of Dettol

3h. Pack size wise Contribution

         Pack Size                   Category       Dettol   Lifebuoy   Lux        Santoor
          0-50g                        16%           3%         28%     24%          16%
            75g                         11%          45%       1%       11%         0%
          90-125g                       39%          12%       55%      52%         70%
           150g                          3%          0%        0%       2%          3%
    Multi/Promo Pack                    32%          40%       16%      12%         11%
            Total                      100%          100%     100%      100%        100%


3i. Price chart for key players

                                                 Size(g)                MRP(Rs.)
                                                   35                     7
           Dettol                                  70                     18
                                                  120                     29
                                                   42                     5
          Lifebuoy                                 90                     12
                                                  115                     14
                                                   45                     5
             Lux                                   75                     10
                                                  100                     17
                                                  125                    21.5
                         Reckitt Benckiser India Ltd.:                                  75 years of Dettol

        3j. Brand Dettol: Seasonality



                          Dettol Soaps :
            Low Penetration & share in off season months
                                                                                        HH Penetration % (Urban)
                                                       16.0
                                                       14.0

                                                       12.0

                                                       10.0

                                                        8.0

                                                        6.0

                                                        4.0
                                                        2.0

                                                        0.0
                                                               Q1 '05   Q2 '05 Q3 '05     Q4 '05   Q1 '06 Q2 '06   Q3 '06    Q4 '06 Q1 '07   Q2 '07   Q3 '07 Q4 '07




                                                          Val Share%

                                          6
                                                                                             5.7     5.6
                                         5.5
                                                                                    5.4                    5.4     5.3
                                                                                                                            5.1   5.1
                                          5                                   4.9
                                MS VAL




                                                                        4.7
                                         4.5
                                                               4.2
                                          4
                                                        3.8
                                                 3.6
                                         3.5

                                          3
                                               JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC


                                                              2005              2006                  2007




Note:The graphs show a trend in house-hold penetration of Dettol in urban areas and value share (actual &
expected) in the soap market
                                        Reckitt Benckiser India Ltd.:      75 years of Dettol

                3k. Region-wise seasonality for Dettol soap consumption



   Germ Relevance - a key reason for low consumption

                                               Seasons when Dettol soap is used
                                                                                                            I use it the same
                                                                     34                                     amount all year
                                                        52                                                  round
                                                                                   70            70
                                                                     12
                                                                      2                                     Mainly in Rainy
                                                        10                                                  Season
                                                         0

                                                                     51            8             10
                                                        37                         3              3         Mainly in Winter
                                                                                   19            18


                                                       North        East      West              South
                                                                                                            Mainly in Summer
                               Reasons for using Dettol soap in a particular season
                                       North (105)               East (124)                     West (49)             South (32)
                                                                                                                                   65
There are more germs at                           78                          94                               90

this time of year

I need it for different                 22                   3                              6                              18

things at this time

It's smell is suited to that       8                         3                          4                                   21

time of year
                                                                                        2
It is more easily available    3                          1                                                            9
at this time
                         Reckitt Benckiser India Ltd.:    75 years of Dettol

        3l. Dettol: Reasons for dislike (if any)




                                           Dettol Dislikes
                                What if anything do you dislike about Dettol




                                                          Beauty   Germ Protection      Herbal
                                                          Users    Users                Users

                                   Base:                  1270          277              81
                                   Too Expensive           10            12               4

                                   Strong/ Harsh            5             4               6

                                   Unpleasant
                                                            5             3               4
                                   Fragrance
                                   Not for everyday
                                                            4             3               1
                                   use
                                   Not effective at
                                   killing germs
                                                            3            6                5




Note: The base represents the number of respondents interviewed, while the other figures in the table indicate
percentage of respondents who have given a particular reason for dislike
              Reckitt Benckiser India Ltd.:   75 years of Dettol

3m. Communication for Dettol soaps




                             Summer Advertisement




                            Monsoon Advertisement
Reckitt Benckiser India Ltd.:   75 years of Dettol

                Winter Advertisement
                       Reckitt Benckiser India Ltd.:   75 years of Dettol

                                                Exhibit 4
                                        Liquid Handwash market

    4a. Market Size

                                                    2004               2005               2006             2007

     Market Size (Value,Rs. Crore)                  26.3               27.8               39.4             58.7
     Market Size (Volume,Kiloltr)                   1430               1626               2185             3236



    Recent Quarters           Q1'06     Q2'06       Q3'06       Q4'06     Q1'07       Q2'07       Q3'07      Q4'07

 Market Size (Value,Rs.
        Crore)                 8.4       9.4         9.9        11.8         13.9      13.9        15.8          15.2
     Market Size
   (Volume,Kiloltr)           478        513        542         651           764      758         865           850


      4b. Market shares of leading brands

           Yearly                       2004                2005                    2006                  2007
           Dettol                       53%                 58%                     54%                   51%
         Lifebuoy                        0%                  4%                     10%                   20%
            Fem                         29%                 27%                     26%                   17%
           Savlon                                            2%                      2%                    1%
         Palmolive                      13%                  6%                      4%                    7%
          Santoor                        0%                  0%                      0%                    0%


Recent Quarters       Q1'06     Q2'06      Q3'06       Q4'06           Q1'07        Q2'07        Q3'07      Q4'07
     Dettol            54%       54%        56%         53%             50%          50%          51%        50%
    Lifebuoy            8%       8%         11%         14%             17%          19%          20%        23%
       Fem             29%       29%        26%         21%             21%          19%          16%        11%
     Savlon             2%       3%         2%          1%              1%           1%           1%         1%
   Palmolive            4%       4%         3%          5%              7%           7%           7%         7%
   Santoor             0%        0%            0%          0%           1%           2%           2%         2%
                  Reckitt Benckiser India Ltd.:   75 years of Dettol

4c. Price Chart for various pack sizes

     Format                           Brand                 MRP        Size (ml)
                                      Dettol                 55           250
                                      Dettol                 38           135
                                     Lifebuoy                40           200
                                        Fem                  55           250

                                    Palmolive                55          250
   Pump Pack                         Santoor                 55          250
                                      Dettol                 30          200
                                    Lifebuoy                 25          180
                                       Fem                  29.5         200

                                    Palmolive               35          250
   Pouch Refill                      Santoor                27          180
                                      Dettol                150         1000
                                    Lifebuoy                125         900
                                       Fem                 159.5        1000

                                    Palmolive               150         1000
   Large Refill                      Santoor                150         1000
                       Reckitt Benckiser India Ltd.:          75 years of Dettol

       4d. Availability Trend with respect to the number of outlets
                  350000


                  300000


                  250000


                  200000


                  150000


                  100000


                   50000


                      0
                                                                  6




                                                                                                             7
                           06




                                       6


                                                    6




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                                                                           7

                                                                                   07




                                                                                                           08
                                                    6




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                            6




                                                                 7




                                                                                                            8
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                                                                                                          '0
                                                  '0
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                                  LHW             Dettol      Lifebuoy            Fem                Palmolive
*LHW stands for Liquidhandwash



       4e. Communication



                           2005                                  2006                                     2007 - current
                         Reckitt Benckiser India Ltd.:     75 years of Dettol

                                                   Exhibit 5
                                                Bodywash market
        5a. Market Size

                                                   2005                    2006                     2007

           Value (Rs crores)                        9.2                     12.2                    16.3

           Volume (kilo ltr)                      329                      436                        580


        5b. Market shares for major brands by value and volume
        Market Size (Value)                     2004              2005               2006              2007
            Palmolive                           52%               44%                41%               37%
               Dove                                                5%                 5%               15%
                Lux                              38%              42%                44%               41%
          Fiama Di Wills
                 Fa
               Dettol                                              4%                 6%                4%
        Market Size (Volume)                    2004              2005               2006              2007
            Palmolive                           50%               43%                37%               36%
               Dove                                                4%                 3%               12%
                Lux                              39%              45%                50%               45%
          Fiama Di Wills
                 Fa
               Dettol                                              4%                 7%                4%


        5c. Price chart for major players


           Brand                     Size(ml)             Price(Rs.)           Per 100 ml          Price Index*
            Lux                        250                    70                   28                  100
            Lux                        125                    40                   32                  114
         Palmolive                     250                    90                   36                  129
         Palmolive                     130                    45                  34.6                 124
           Dove                        250                   125                   50                  179
          Dettol                       250                    85                   34                  121
          Dettol                       125                    45                   36                  129
*Note: Considering the ‘cheapest per 100 ml’ pack as 100, the price indices for competitive brands in various pack
sizes has been calculated.

								
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