Market survey report on
Dettol
(Awareness, Performance, & Satisfaction)
Submitted To:-
Submitted By:-
Prof Yogendra
Pallavi srivastava
Business school of Delhi
Neha kuswaha
Kaushal
Ranjit kr Choudhary
ACKNOWLEDGEMENT
This project is our professional experience that enriched our knowledge to a
great extent. During the course of our project, we had the good fortune of being
guided by Prof. Yogender Sharma who with all his magnanimity supervised the
project report through all its stages.
I have benefited a great deal from his incisive analysis &crudités
suggestions.
Our special thanks to all our friends for their unremitting helps in numerous
ways, which deserve adequate expression on this page.
In the end we would like to say that it was a great experience
working on this project
Introduction
Dettol
Antiseptic
Liquid
Disinfectant
commercial liquid and solid antiseptic products belonging
manufactured by Reckitt Benckiser.
is
to
a
the
name
household product
of
line
Reckitt Benckiser, a U.K. based company launched various brands and products in the Indian
market like DETTOL, HARPIC, CHERRY BLOSSOM, MORTEIN,LIZOL,ROBIN BLUE,
DISPRIN. Reckitt Benckiser India Ltd, priory known as Reckitt & Coleman is a 51% subsidiary
of Reckitt Benckiser Plc which started way back in 1934. Reckitt & Coleman India (RCI) was
incorporated in 1951.
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.
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.
Brand Extension of Dettol






Antiseptic liquid
Soaps
Liquid handwash
Body wash
Shaving cream
Plasters
Dettol soap has four variants in the market available nationally - Dettol Original, Dettol
Skincare, and newly launched Dettol Fresh. The new improved soap range continues to bear
recommendation from IMA - India Medical Association.
Dettol Original Soap
New and Improved Dettol Original Soap is
specially formulated for everyday use. Dettol
Original Soap is 10 times better at fighting
germs. So give Dettol's trusted protection to the
entire family. Available in three sizes - 120g, 70g
and 35g.
Dettol Skincare Soap
Dettol Skincare Soap offers the perfect balance
between your beauty and protection needs. Dettol
Skincare Soap is formulated with moisturisers to
help nourish your soft skin. Available in three
sizes - 120g, 70g and 35g.
Dettol Cool Soap
Dettol Cool Soap combines Dettol's trusted
protection with the coolness of menthol. A bath
with Dettol Cool Soap will not only refresh and
re-energize you, but also give you protection
from germs. Available in three sizes - 120g, 70g
and 35g.
Dettol Fresh Soap
Dettol Fresh Soap combines Dettol's trusted
protection with a pleasant fresh fragrance You
not only stay protected from germs but also keep
fresh for long. Available in two sizes - 120g and
70g.
Market size and Growth rate
The Bar Soap Market in India is worth Rs. 6550 Crores. 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.
The market share of Dettol increased from 6.4 per cent in June 2008 to 8.1 per cent in June 2009,
placing it ahead of Wipro's beauty soap Santoor as the country's third-largest soap brand by
value. "Dettol soap has grown share to above 8 per cent in June 2009 period, which is a rare feat
in a mature category like soaps, where penetration is about 93 per cent. We will introduce new
strategies to further increase our market share." says, Chander Mohan Sethi, chairman and
managing director, Reckitt Benckiser.
The overall soap market is growing by 10 % while the antibacterial segment is growing by 7%.
Hence, there is a lot of potential in the market for growth and additional brand penetration and
brand building.
Competitors of Dettol
Lifebuoy: Its vision is, “Making a billion Indians feel safe and secure by meeting all their
health and hygiene needs”. True to its vision, the world's largest selling soap, offers a compelling
health benefit to the entire family It is a product of Hindustan Unilever. Lifebuoy has a market
share of 21 %
Savlon : It is a product of Johnson & Johnson. Johnson & Johnson is the world's most
comprehensive and broadly-based manufacturer of health care products as well as a provider of
related services for the consumer. Its market share is 12 %
Santoor: It is the flagship brand in the Wipro Consumer Care & Lighting stable and the 2nd
largest brand of soap in India in the popular segment of the category. Santoor is available in
three variants – Santoor (Sandal & Turmeric), Santoor White (Sandal & Almond milk) and
Santoor Chandan which is a premium soap manufactured with extracts of Sandalwood oil – a
favourite of discerning consumers. Its market share is 15.3%.
Medimix: Ayurvedic Bath Soap is the world’s largest selling Ayurvedic bath soap that is
suited for all skin types. It is known for its curative, preventive and beautifying qualities for skin,
scalp and hair.
PEARS: It is transparent soap is a brand of soap first. It is gentle enough, even for baby's skin.
Pears are manufactured like any other soap, but unlike in conventional soaps, the glycerin is
retained within the soap.
Research Methodology
The methodology used to analyze the project is mainly based on survey method and this survey
was conducted for knowing about Awareness, Preference, and Satisfaction of Dettol Soap
through Questionnaires and it also include direct contact with consumer.
For survey sample size was taken from different location of Greater Noida So the total size of
the sample is 50.
Research design: A research design is purely and simply the work or plan for a study that
guides the collection and analysis of the data. We have chosen descriptive research design for
study
Research Instrument: Contacting the customer through personally and studying the
response. The questionnaire fill up, related to usages of particular branded soap.
Research Type : Objective
Research Approach : Survey method
Sampling: Sampling studies are becoming more and more popular in all types of mass study.
The result of sampling has attained a sufficiently high standard accuracy.
Sample Unit : Individual in different occupation of different group were taken into account
because all they come under the segment of potential customer.
Sample Size: A sample size of respondent of different class falling under this different
segment of exiting customer under usages of branded Soap to obtain result of the study.
Sampling techniques: Convenience Sampling.
Sample Design: Random sampling
Size of sample:
50
Data Collection Method: This survey is done through primary data collection method.
SOURCES OF DATA COLLECTION
The data are collected from primary and secondary sources.
PRIMARY SOURCES
 Gather information through Questionnaire.

D
irect interview with consumers.
SECONDARY SOURCES
1.
2.
Internet Sites - www.google.com
taken data from various magazines, Newspaper and other
prominent source
DATA COLLECTION INSTRUMENT
Questionnaire method has been adapted.
DATA ANALYSIS TECHNIQUE
The data analysis instruments used for conducting the research are statistical tools: Bar chart
 Pie chart
Data Analysis
Q1. Of the following options, which do you feel is the most effective way to
prevent the spread of germs in home?
Interpretation:- Mostly responded prefer Bath regularly , after that Regular go to doctor
and another so on. It means there is huge market for Soap it provide opportunity to the
company to expand their product.
Q2. What’s your preference for washing your hand ?
Hand wash
Soap
Interpretation:- 58% responded prefer hand wash for washing their hands. Apart from this
42% responded prefer Soap.
Q3. What kind of soap do you use ?
Beauty soap
Aryuvedic Soap
Antiseptic Soap
Other
Interpretation:- 58% responded uses Antiseptic soap. 18% responded use beauty soap and other
responses so on. It means now a day consumer are more conscious about their health. So they
prefer those product which gave the assurance about their health and hygienic.
Q4. In Anticeptic Soap which soap you like to use?
Dettol
Sevlon
Lifebuoy
Others
Interpretation:- 44% responded use Dettol and 30% responded use other soaps. So we can say
that, the marker share of Dettol is good and people prefer it also.
Q6.
Is Dettol Soap your preference?
Yes
No
Interpretation:- 64% responded prefer Dettol Soap.
Q7. Do you think name ‘Dettol’ justify a safe Soap?
Yes
No
Interpretation:- 90 % responded mean that safe soap means Dettol. This shows Trustworthiness
of Dettol upon the consumer.
Q8. How often do you use Soap in bath as well as in hand wash?
Once a day
Twice
Thrice
Unusual
Interpretation:- Mostly consumer use soap more than twice. So we can say that it is very
important for the company if consumer did not satisfy with their soap so they easily prefer other
brand soap also.
Q9. Which pack of Dettol Soap you purchase mostly ?
75gm
100gm
Interpretation:- 58% responded likes to purchases small pack of soap.
Q10. Do you find Dettol soap easily available in the market?
Yes
No
Interpretation:- 94% responded say that yes Dettol soap easily available in market. Means the
distribution process of Dettol is good.
Q11. Why did you like that brand most?
Long lasting
Hygienic
Protect skin
Suits your skin
No Reply
Interpretation:- 48 % responded like Dettol because of it protect skin. 28% responded like
because of it hygienic and another so on.
Q12. Which Dettol Soap do you prefer ?
Original
Skin care
Sensitive
Fresh
Interpretation:- 44% responded use skin care while 30 % responded use original and another
so on.
Q13. Do you change from one brand of soap to another?
Yes
No
No Reply
Interpretation:- 66% responded are frequently changes their brand of Soap. In this data,
Monthly people wants to change their brand soap because they feel some bored to use the one
brand soap so they want some new change about their brand soap.
Q14. Do you think Dettol is safe enough to be used in a family and why?
Yes
No
Interpretation:- 94% responded mean that Dettol is safe enough to be used in a family due to
people trust on the Dettol.
Q15. How likely you to recommend Dettol Soap to others?
Definitely
Not Sure
Definitely Not
Interpretation:- 78% responded are likely to recommended to other, while 20 % people not
about this. It means is there any promotion problem with the Dettol.
Q17. How did you know about this brand?
T.V
Magazine
News Paper
Others
Interpretation:- 64% responded know about the Dettol product via. Television. In this data,
firstly From T.V. people aware about the brand soap. From word of Mouth it means when
people gets easily satisfied with the brand then they convey the message people to people.
LIMITATIONS
Although all efforts have been taken to make the results of survey as accurate as possible but
the survey suffers from the following limitations:
1. The time period of study was very less so it was not possible to cover all the areas and
go into the depth of the problem and make analysis.
2. Some respondents left some of the questions unanswered either due to inability to put a
strain on mind or they did not know the answer.
3. Some of the responses might be biased.
4. It is wholly based on primary data.
Findings
1. Mostly people prefer Bath regularly , after that Regular go to doctor and another so on.
It means there is huge market for Soap it provide opportunity to the company to expand
their product.
2. 58% responded prefer hand wash for washing their hands. Apart from this 42%
responded prefer Soap.
3. 58% responded uses Antiseptic soap. 18% responded uses beauty soap and other
responses so on. It means now a day consumer are more conscious about their health. So
they prefer those product which gave the assurance about their health and hygienic.
.
4. 44% responded use Dettol and 30% responded use other soaps. So we can say that, the
marker share of Dettol is good and people prefer it also.
5. 64% responded prefer Dettol Soap.
6. 90 % responded mean that safe soap means Dettol. This shows Trustworthiness of Dettol
upon the consumer.
7. Mostly responded use soap more than twice. So we can say that it is very important for
the company if consumer did not satisfied with their soap so they easily prefer other
brand soap also.
8. 58% responded likes to purchages small pack of soap.
9. 94% responded say that yes Dettol soap easily available in market. Means the distribution
process of Dettol is good.
10. 48 % responded like Dettol because of it protect skin. 28% responded like because of it
hygienic and another so on.
11. 44% responded use skin care while 30 % responded use original and another so on.
12.
66% responded are frequently changes their brand of Soap. In this data, Monthly
people wants to change their brand soap because they feel some bored to use the one
brand soap so they want some new change about their brand soap.
13.
94% responded mean that Dettol is safe enough to be used in a family due to people
trust on the Dettol.
14. 78% people are likely to recommended to other, while 20 % responded not about this. It
means is there any promotion problem with the Dettol.
15.
64% responded know about the Dettol product via. Television. In this data, firstly
From T.V. people aware about the brand soap. From word of Mouth it means when
people gets easily satisfied with the brand then they convey the message people to
people.
Recommendation
1. They should reduces their price or maintain their price as to savlon.
2. They should go for Baby Antiseptic soap as well as for Beauty soaps.
3. They should come with some fragrances in the soaps.
4. Their supply chain is good so maintain the supply chain.
5. They should launch a soap specially for men segment .i.e wild stone, park avenue, etc