BRAND DOSSIER
ON
DETTOL SOAP
PROJECT SUBMITTED TO
PROF SRINIVAS GOVINDRAJAN
SUBMITTED BY :
1)
2)
3)
4)
MASARRAT YASMEEN
SAGAR KUMAR
VINEET SAGAR
ZEESHAN ALI MIRZA
CONTENTS
PARTICULARS
1) HISTORY
2) INITIAL POSITIONING
3) REPOSITIONING
4) ADVERTISING
5) SALES PROMOTION
6) SEGMENTATION
7) ANALYSIS OF PRODUCT
8) SWOT ANALYSIS
9) GENERIC COMPETETION
10) PRIME MARKET EXPANSION
11) DISTRIBUTION STRATEGY
12) FUTURE OF THE BRAND.
13) BIBLOGRAPHY
HISTORY & EVOLUTION
Dettol ,
the iconic brand from Reckitt Benckiser, is the first brand that
comes to mind when anyone mentions the UK based Reckitt Benckiser. Dettol
synonymous with protection from germs had for long been voted as India’s most
trusted brand. In 2008 the brand celebrated its platinum jubilee of protecting
families from illness causing germs.
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,
it has been extended to a number of product categories like toilet soaps, liquid
handwash, liquid bodywash, shaving cream and plaster strips.
While Antiseptic Liquid is the category where the brand was born and where
it 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. For 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.
The growth trend in the last few decades had been encouraging with shares
showing an accelerated upward growth in most of the categories, but the team felt
share gain could be much faster. The brand team decided to furthe r build on the
growth trajectory and set itself a visionary target - that of doubling Dettol’s overall
share in the combined market of the product categories it is present in.
Fundamental to all the categories is to the creation of a consumer need for
germ protection satiated by Dettol’s trusted promise.
POSITIONING & REPOSITIONING
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 bathing water,
the company thought of offering Dettol in a more convenient form of soap. So
Dettol Original was launched. It 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, even after two years of launch Dettol soap could not make its
presence. Then in mid 80s an exhaustive consumer research was undertaken with
the objective of finding reasons for dissatisfa ction among consumer and the result
revealed that a consumer 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. It was
also seen that consumers were open to the idea of usi ng Dettol Soap when they
faced extreme dirt conditions. These could be based on exposure to dirt and germs,
pollution, heat, sweat etc.
Another challenge was to create a positioning that manages a fine balance
between a cosmetic and therapeutic medicated p osition. The final positioning that
was decided was “Dettol protection comes to you and your family in the form of
soap for those daily occasions when an especially clean germicidal bath is
necessary. WHEH 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 every day.
Again by 2000, it saw limited success and 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. As a result
Dettol's share increased from 6.6% in June '08 to 7.7% in June '09, placing it ahead
of Wipro's beauty soap Santoor as the country's third -largest soap brand by value.
Analysts attribute multiple reasons for Dettol's growth like consistent posi tioning
on the germ-protection platform, stable pricing and smaller packs. As a result
Dettol soap’s share has grown to 7.7% — this is a rare feat in a mature category
like soaps where penetration is close to 100%.
ADVERTISEMENT
Dettol brand of Reckitt and Benckiser was launched in 1936 as an antiseptic
liquid; the brand became a generic name for antiseptic liquid and then extended into
soaps. From its launch to 1980's the brand had a dream run with virtually no
competitors.
TARGET MARKET - The target market for dettol soaps is mainly mothers and
housewives as they mainly run the household and buying all household items and
keeping the household germ free and hygienic is in their hands .
PROMOTIONAL STRATEGIES - The Dettol advertising starting in 1960s has centered on
educating consumers on the need for protection from germs, while offering
solutions to manage the problem of germs wherever and whenever they may occur.
Starting then and till now Dettol advertising has celebrated the role of a mother in
protecting her family.
PROMOTION TOOLS - The various promotion tools it has used are –
1. TELEVISION ADVERTISEMENTS - In the television advertisement it has focused on
the mothers and their children everywhere they air the advertisement. They
main idea of their each advertisement rests upon 100% germ protection.
2. PRINT ADVERTISEMENTS - These advertisement also focused upon the core value
i.e. germ protection displaying its variants and extensions.
3. INTERNET ADVERTISEMENTS - Here advertisement focus on the variety on
products which are offered. Dettol through its website is helping to educate
people how to improve hygiene practice and provide training and education
material on good hygiene. They also advertise the different variety of
products offered.
Recently Dettol has come out with a campaign – “Aap ka Dettol kya kya karta hai?”
The campaign harps over the communication strategy of re -inforcing the
relationship between pride and performance.
Dettol also celebrated Mother's Day, by creating a special TV commercial with
children thanking their mothers for all the love and protection they get all through
the year. On a serious note, Dettol also donated Hygiene Packs to 'Save the
Children' - a leading global NGO to flood affected states of West Bengal, Assam,
Orissa and Bihar. Apart from this, Dettol also has tie -ups with numerous hospitals
and medical care facilities.
PUSH AND PULL STRATEGY - Dettol mainly uses pull strategy through its various
advertisement campaigns and sometimes push strategy also by launching its various
combo packs.
Its various advertisements say that in every season, while taking bath, before having
meal, a Dettol soap is a must. If we look upon the advertisements the advertisement
focused upon mothers and the chil dren along with the guidelines of the Indian
medical association to the viewers instead of focusing upon all of the family
members.
SALES PROMOTION
BUNDLING OFFER
The dettol soaps offers operate on logic of “Buy more to save more”. The
offers help the companies to increase the trial of the new and upcoming variants
which are often bundled with their best sellers. It provides them more shelf space
and attracts eyeballs in the retail chain. Consumers may not buy them immediately
but atleast will pick up the bundle, look at the price and may decide to buy one in
future.
Dettol has been in a constant use of a promotional offer where a bundle of
three dettol soaps of 75 grams are packed together and on purchase of the bundle
the customer saves rupees 7 which is prominently visible in the pack.
Let’s look at how these offers work from the company’s perspective. Because
of the lower price point the total value perceived by the customer goes up and
customer is tempted to buy the bundle product. He would not have bought the
unbundled standalone product. Also these bundle offers create one more price point
for the customer. Some customers buy the product at the new price point.
This strategy sometimes proves perilous for the company In the long run a s
the customer may get used to lower price point and may not be willing to shell extra
money once the offer is withdrawn. This happens with dettol Soaps which can often
bundled in a pack of three and are price substantially lower.
From the customer’s perspective
these offers are often tempting. Great
packaging adds fuel to this temptation. In
case new flavours are bundled with
existing
flavours
bundling
provides
customers the incentive to try the product.
It also provides the customer with the
incentive to buy more and pay less which
the customer always strives for.
FREEBIES
Dettol comes up with many offers where buying a product the customer gets
another product of the brand for free. One of
the recent offering was Buy a Dettol Sensitive
Liquid Handwash, and get dettol soap free with
it, which is worth Rs.19. So your whole body
will stay clean. And it's a good habit too.
Dettol uses freebies for trial of new products
and create a customer base for the product.
This offer encourages the customer to
buy the product because it has a free product
attached to it. This creates a win -win situation
where the company’s revenue rises from higher
sales, it can introduce a new product or a
existing product and create demand for the
product. From the customers point of view it is
a value for money deal as a free product is
attached to it.
SEGMENTATION
DEMOGRAPHIC SEGMENTATION
Dettol has always targeted and believed in Family Protection. Everyone from
a child to the grandparents can use the dettol soap as it protects against germs. The
brand promotes itself with taglines “Be 100% sure” and “Trusted Protection”. Its
target group are mainly mothers and housewives as they run the household and are
the decision maker of all household items purchased for consumption. The
responsibility of keeping the household germ free and hygienic lies in their hands.
PSYCHOGRAPHIC SEGMENTATION
LIFESTYLE-Dettol has segmented our modern day lifestyle which is more outdoor
unhygienic and bacterial. So for the hygiene seeking consumer’s dettol soap is the
best option.
PERSONALITY-Dettol soaps have introduced new variants of soaps which try to
capture the personality for its customer there is the original soap which is germ
protective. The dettol cool soap and dettol re -energise target customers who need
freshness and those who live a very active lifestyle. Whereas dettol skincare soap is
more of a soap which provides moisture and softness to the skin.
BEHAVIOURAL SEGMENTATION
BENEFITS-It appeals to the customers who have a high hygiene standard. Dettol soaps
unique selling point is it kills germs and is recommended by Indian medical
association.
USER STATUS-It has targeted both the brand and category user with its “Aapka dettol
kyakya karta hai” campaign that showcased how the brand users across the country
had formed their own special bonds with the brand.
LOYALTY STATUS- Dettol soap has a hardcore loyalty status therefore its loyal
customers are intact and are satisfied with what the product has to offer and trust
the brand.
BUYER’S READINESS-Dettol products have a very high buyer readiness. Since years it
has been used in Indian households for va rious purposes. Therefore customers have
no hesitation in selecting a dettol product.
PURCHASE OCCASIONS-It has no specific occasion for purchase although it tries to
promote its sales on occasions like mother’s day. Dettol soap has also introduced
different soap variants which cater to different weather conditions. In summer there
is dettol cool soap and re-energize soap whereas in winter there is skincare soap.
ANALYSIS
Dettol is available in four variants across nation 



Dettol
Dettol
Dettol
Dettol
Original,
Skincare,
Cool and
Re-energize .
All the ranges of soaps from Dettol continue to bear recommendation from
IMA - India Medical Association.
ORIGINAL SOAP
Dettol Skincare products offer a New and
Improved Original Hand Soap, which is specially
formulated for everyday use. Dettol Original Soap
with pine fragrance provides trusted Dettol protection
from a wide range of unseen germs and is 10times
better at fighting germs compared to ordinary hand
soaps available in the market. It protects and
maintains your skin giving it natural feel, leaving it
healthy and smooth every day. Its ingredients are so
designed to deep cleanse, fight infection, as well as
gently exfoliate the skins surface.
It can be used as a trusted protection for the entire family. It is Available in
two sizes - 75g and 125g.
SKINCARE SOAP
Dettol Skincare products offer a New Skincare
Hand Soap that provides perfect balance between your
beauty and protection needs. Dettol Skincare Anti Bacterial Bar Soap is enriched with added moisturizers
to prevent dryness and roughness while providing
trusted Dettol protection from a wide range of unseen
germs. It cares for and helps maintain skin's natural
moisture level leaving it feeling healthy and smooth
every day. This soap is very gentle on the skin and
gives the benefits of the beauty bathing bar and also ensures maximum hygiene and
freshness.
The benefits of this Dettol Skincare soap can be enjoyed by both men and
women to ensure that the complete family enjoys good health and freshness. It is
available in two sizes - 75g and 125g.
COOL SOAP
Dettol Cool Soap not only smells good but also
protects you from germs. This protecting soap from
Dettol breaks the common thoughts of people that
healthy soaps do not leave a nice fragrance. This new
and improved fragrance with menthol helps to keep
you refreshed and revitalized. Dettol does not forget
its main aim of letting people get rid of the daily
impurities from their skin. Thus, the Dettol Cool Soap
will not only invigorate and enliven people and their
mood, but also shield them from germs that causes
multiple health issues.
This can be used for the whole family with the trust of Dettol. Available in
two sizes - 75g and 125g.
RE-ENERGIZE SOAP
Dettol Skincare products offer a New Hand
soap with the freshness of oranges & Dettol's trusted
protection from germs. Consumers are always looking
for a unique aspect within their daily regime, some
special freshness that brings a special energy in
everyday life. Dettol’s new Re-energize hand soap
leaves people feeling healthy, fresh & re-energized
every day.
Dettol Re-energize is an ideal soap for the entire family whose zesty Orange
fragrance leaves you feeling fresh and re-energized apart from its unique
formulation that gives superior protection against germs. Available in two sizes 70g & 120g.
SWOT ANALYSIS
STRENGTHS:
1. STRONG MANAGEMENT
Strong management helps Dettol antibacterial soap reach its potential
by utilizing strengths and eliminating weaknesses.
2. STRONG SUPPLY CHAIN
A strong supply chain helps Dettol antibacterial soap obtain the right
resources from suppliers and delivery the right product to customers in a
timely manner.
3. STRONG BRAND NAME
Dettol comes from a reputable (old) company an d the brand’s Germkill heritage (brown liquid) is seen as strong and adds on trustworthiness
(RTB).This gives Dettol antibacterial soap the ability to charge higher prices
for their products because consumers place additional value in the brand.
4. CUSTOMER LOYALTY
When given a choice, customers are loyal to following of ‘Original’.
Instead of targeting all customers, dettol antibacterial soap only needs to
target new customers in order to grow their business.
5. SKIN TREATMENTS AND VARIETIES OF PRODUCTS
Dettol Soap is
seasonal applications
killer and hygienic
sanitizers, body wash
Excellent for treating skin irritations, cuts/bruises and
which Increases the popularity of Dettol soap as a germ
soap. It has products like antiseptic liquid, soaps,
etc
WEAKNESS:
1. LIMITED PENETRATION
Despite of being the excellent product, dettol has limited penetration
in rural markets.
2. COMPETITON
Competition from other similar products means stagnant market share
and less chance to increase the cost and other factors.
OPPORTUNITIES:
1. FINANCIAL LEVERAGE
Leveraging powerful brand equity associated with the Dettol Brand
will allow dettol antibacterial soap to quickly expand into other markets and
products, especially in fragmented industries.
2. NEW MARKETS
New markets allow Dettol antibacterial soap to expand their business
and diversify their portfolio of products and services.
3. PENETRATION
Tie-ups with schools, hospitals, hotel chains etc will help in Better
penetration in rural markets and emerging economies.
THREATS:
1. SUBSTITUTE PRODUCTS
Presence of other main players in the antibacterial category prevents
the dettol antibacterial soap’s ability to raise prices as customers can easily
switch to another product.
2.
INTENSE COMPETITION
Other emerging players and alternativ es available can lower dettol
antibacterial soap’s profits, because competitors can entice consumers away
with superior products.
GENERIC COMPETITION
The generic competition to the soap can be the body wash, shampoos,
Multani Mitti and other plant extracts which gives lather and the freshness.
Traditionally soapy plant extracts and the Multani Mitti were used for removing dirt
and oil from the skin. These were the natural sources which were used for bathing
to refresh self. As the commercial items started entering the market soaps came into
picture and so are the other products. Awareness of these products led to the
expansion of the soap market.Because of this, generic competition of soap shifted
from traditional method of usage to modern method of usage.
Presently body wash and shampoos can be classified as the generic
competitors of the soap. Shampoo sachets are used as substitutes to soap for bathin g
by people from poor section, taxi drivers, labours etc. The reason being the
shampoo sachet is cheaper and easily available and convenient to carry. Body wash
or liquid soap is another generic competitor to soap as the usage of it is growing
amongst the people from different sectors. Many varieties of liquid soap are
emerging in market trying to change the demand of bathing bar to liquid bathing
soap. Hence it is clearly visible that the generic competition of the soap has
undergone changes according to the public demand.
PRIME MARKET EXPANSION
Today, Dettol Soap as a product needs no introduction in
India market. Dettol rips the fruits of smart establishment of
its products in the market. 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. Hen ce, Dettol launched its first
soap with the name Dettol Original and created an image of strong association of its
products with the quality antiseptic in minds of Indian consumers.
The Soap Market Classified into about ten different
appeals such as Beauty, Health, Fairness, Freshness, Herbal
etc. Dettol initially faced problem in penetrating the soap
market as the competition was stiff. By the year 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 strategically launched the two variants i.e Skin Care and Dettol C ool
during January and Febuary respectively keeping in mind its utility during the
climatic condition. Dettol then launched Re -Energize Soap in February 2012 again
just before summer sets on in India.
The Bar Soap Market in India is worth Rs. 6550
Crores. Dettol occupies approximately 5% share in this
market. 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. To suit
the needs of different consumers, Dettol and its competitors are available in
different pack sizes and combo-pack offers. 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.
Dettol
has
also
change
its
advertising strategy over this period since
inception. Earlier when Dettol Original was then
only variant its advertisement was featured with
the tag line “100% Bath”. To expand the market
and promote various utility of all its variant
Dettol started featuring seasonal advertisements.
SUMMER ADVERTISEMENT
MONSOON ADVERTISEMENT
WINTER ADVERTISEMENT
DISTRIBUTION STRATEGY
DISTRIBUTION PROCESS :
The Soap market today has a 98% penetration level. The 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.
The Indian bar soap market has a large number of players that use different ap peals
to connect with their consumers. Hence to stay ahead in the long list of producers
the distribution channel has to be really strong.
Dettol distributes all its products through its common wholesale distribution
channel, which has a wide and deep reac h in the markets and is a key strength of the
company. Dettol soap in the country is sold in about 5.5 million shops including
paanwalas and mom-and-pop stores. Dettol soap is distributed in 2.3 million stores.
Dettol soap has a penetration of about 62% in antiseptic soap category. The
category penetration comes to about 70% in urban India, and 40% in rural India.
The pictorial description of distribution channel of Dettol is as follows:
Manufacturing
MANUFACTURER :
Stock Keeping
Unit
Distributors
Retailers
Consumer
MANUFACTURER:
The manufacturing plant of Dettol is located in Marwa road, Mumbai. Dettol
annually produces on an average 6000 – 8000 kilolitres for sales. After
manufacturing the company sends products to S.K.U and C& F agents all over India
to distribute it to the distributor.
STOCK KEEPING UNIT OR C&F AGENTS:
Stock Keeping Unit act as moderator between distributor and manufacturer. It
keeps check of the market demand. It observes the market and gives response about
the demand of the distributor.
DISTRIBUTOR:
It is the most essential link between retailer and manufacturer. They enjoy a
higher level of expertise, respond more quickly and have more local geographical
knowledge than manufacturer. They also act as an ad visor for the future growth of
companies. They save the cost of logistics. They have experienced handling
manpower. They get a profit margin of 3 -5 %. Distributor work according to
ACP(area chart plan) decided by company and distributor sales personn el.
RETAILER :
It is an important link as its effectiveness will only benefit the other links
above it to survive in the competitive market. It is the final link where companies
effective marketing strategy will decide the demand and will make the public aware
of its existing product as retailers are medium for product display. They have a
profit margin of 7-8% over dettol.
FUTURE OF THE BRAND
Back in 1942 when Dettol started its manufacturing in India it only had the
iconic antiseptic liquid to promote. They have come a long way since then in India
and have nine products in its basket today. They have worked hard to not just add
product in their basket but also promote the various utilities of their each product
by featuring the advertisement like “Aap ka Dettol Kya Kya Karta Hai”. Dettol has
created an image of strong association of its products with the quality antiseptic in
minds of Indian consumers.
India being a developing nation turned out to be very advantageous for future
of Dettol. There has been a consistent rise in the literacy rate in Indian population.
Now the consumer has even more consciousness of living and sustaining a health
life. Dettol smartly identified the growing female literacy rates who are their main
target group. It knows these literate women are the decision maker of product to be
consumed by their family and shall make no compromise with the living quality of
their families. Hence, the new era home makers, new mothers and working mothers
are the new target customer for their product. Dettol has left no stone unturned and
is extensively promoting its association with health and quality living.
Dettol has also been recently involved in many activities that educated school
students of the benefits of washing hands with Dettol Soap and Liquid Handwash.
Preaching student about the benefits of basic health and hygiene has also been a
part of this venture of Dettol. Dettol sta rted this venture in October 2011 when
more than 2 lakhs students from 700 schools participated in the program across the
nation. Dettol keeping in mind it future aspiration has got into different level of
marketing and publicity where it is inculcating an d developing the habit of using
Dettol soap among its future customers. This program which Dettol had started
currently covers 14 lakhs students across 3115 school of India clearly indicating the
ambitions of Dettols as brand.
The company is relentlessly trying to expand the size of slice in the cake as
the penetration of soap is nearly saturated at 98%. Hence Dettol wants to expand its
number of consumer keeping in mind the future of brand. Dettol currently
marketing and promoting its product to attract c ustomers and consumers under three
categories:
Dettol under the above three categories i.e “My Family & First Aid”, “My
Family & Good Hygiene” and “My New Baby” is trying to generate awareness
among it’s consumers that they must observe to have a healt hy living. By doing
these kind of advertisement Dettol is trying to be a part of individual lifestyle.
Dettol has recently added new mother in its target group. It also publishes
precautions against swine flu at its website.
The future of brand in India seems prominent and prosperous. The brand
understands it position in the market. It is working very hard to enhance and create
its image among existing and future consumes respectively.
BIBLOGRAPGY

http://www.rb.com/home

http://www.dettol.co.in/

http://articles.economictimes.indiatimes.com/2007-10-24/news/28494510_1_dettolgerm-protection-variants

http://articles.economictimes.indiatimes.com/2009-07-23/news/28409810_1_dettol-soapbrand-value-market-share

http://articles.economictimes.indiatimes.com/2010-12-01/news/27618064_1_reckittbenckiser-dettol-bart-becht

http://articles.economictimes.indiatimes.com/2012-11-07/news/34971152_1_dettol-parlebrands

http://articles.economictimes.indiatimes.com/2009-05-31/news/28402503_1_dettolbrand-hindustan-uniliver

http://articles.economictimes.indiatimes.com/2003-12-17/news/27558214_1_dettol-cmsethi-soap

http://www.mbaskool.com/brandguide/fmcg/2378-dettol.html

http://www.wikiwealth.com/swot-analysis:dettol-antibacterial-soap