Marketing strategy for Dettol's liquid handwash - Reckitt Benckiser


Master of Business Administration

Faculty / School

Faculty of Business Administration (FBA)

Project Coordinator (Internal)

Dr. Nasir Afghan


Reckitt Benckiser

Committee Member 1

Dr. Nasir Afghan, Institute of Business Administration, Karachi

Project Type

MBA Research Project

Abstract / Summary

This research report is the result of MBA research project undertaken by the students of IBA on Dettol's liquid handwash brand. Launched over 80 years ago, Dettol has been a leader in germ protection helping to safeguard the health of families around the world through better hygiene. The brand first started in hospitals, where Dettol Antiseptic Liquid was first used for the cleaning and disinfection of skin during surgical procedures. Ever since then, Dettol has launched various products, ranging from soaps to floor cleaners and liquid hand wash, to help prevent wounds from infection, prevent sickness and help mums protect their families by killing harmful germs and helping create safe environmentsf or them to thrive in. The objective of our project is thus to explore the reasons as to why the sale of Dettol's liquid hand wash is low and how to increase the sale and market share of Dettol's liquid hand wash. To attain the said objectives, we conducted a full-fledged research and reached out to RB's management, traders and consumers. Meetings were conducted with the client to identify the current intended brand personality/characteristics. A thorough literature was done covering demographics, personal care industry, competitive landscape, and the like. Secondary research was followed by primary research, starting first with in-depth interviews with traders, sales manager and marketing managers. The themes that evolved from these in-depth interviews enabled us to formulate questions for focus groups. We then held 2 focus groups with approximately 20 women, belonging to SEe A and SEe B, where we asked questions about their behavior and use of liquid hand wash products, brand preference, etc. Following these sessions, we conducted a survey with a sample size of 200 respondents (consumers) in Karachi.

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