Dettol soap

Reckitts after 1918 diversified out of its pre-war range of starch, grate polish and so on, into goods more suitable for servantless households. This includes the disinfectant Dettol.

The company employed medical representatives to popularize Dettol among doctor. Dettol trade name has been used since before 1936 as an antiseptic used after surgery. In 1936, a foreword to a more extended study of antiseptics included Sir Comyns Berkeley’s reaffirmation of the superior efficacy of Dettol for use in obstetrics.

The brand has travelled from the battle field to households as an effective germicide. Dettol soap is a successful brand extension. There is not much expenditure on its advertising. It gets spillover benefit from advertisements of its parent – Dettol antiseptic liquid.

Dettol is a powerful brand in the Indian context. Till mid-1980s Dettol was an antiseptic liquid, but in later years the brand was extended to create soap. Dettol soap was launched in 1981 in India by Reckitt and Coleman India Ltd and positioned as a ’love and care soap’. It was initial poor response.

Dettol soap, re-launched in 1984, has made headway in the crowd premium toilet soap market by adopted a strategy of creating and dominating a specific usage occasion.
Dettol soap

Dettol soap

Dettol started off in the 1930’s with Dettol mouthwash, antiseptic cream, obstetrics cream, and liquid antiseptic.

Over the years, the portfolio has expanded to soaps, liquid soap, shaving cream, Dettol plaster and several other products are still to use the brand equity of Dettol.

Dettol soap was originally launched as a family soap in the early eighties. Dettol soap was launched in 1981 by Reckitt and Coleman India Ltd and positioned as a love and care soap.

But its positioning did not fall in line with Dettol’s core property: fighting germs and protection.

There were doubts regarding success of this extension. However, luck favored Dettol soap because 1982-1983 there was a phobia in the minds of people regarding pollution of water and air. 

Dettol soap, re-launched in 1984, has made headway in the crowded premium toilet soap market by adopting a strategy of creating and dominating a specific usage occasion.

With this positioning, Dettol soap has climbed from 1.7% market share before it’s re-launched in 1984 to 3.7% share in 1988.
Dettol soap