Dettol Marketing

Dettol Brand is well-setly positioned in the market as The best putting to death germs antiseptic. It is market leader and it has strong credibility and trust, its a extremum of mind in its category and it has cardinal value propositions functional (protection for germs and killing wounds) and excited (love and care from a mother victorious care of her child). This emotional discharge was back up with a strong advertising attempt where a mother is shown reading a letter from her son who is in a boarding school, the mother wasnt malad only whened about her son because he was international from home because she felt he was unhurt with the protection of Dettol.The campaign helped in making emotional connection with consumers and people remembered the campaign even long after it was discontinued. E rattlingone knows Dettol as a shit who helps you protect your familys hygiene and health, it was a must- bedevil product for both household in United Kingdome and India. ACNielsen do a study that backed this surmisal up stating that Dettol is in the top egregious of popularity as one of the most swear brands.But as it is strongly positioned, everyone thinks about Dettol as a synonymous of germ killer whale and antiseptic. When they tried to introduce several(prenominal) new brand extensions to the market it was very unvoiced to change peoples mind about seeing the brand for other purposes or uses instead of just antiseptic. Most of these brand extensions didnt have the evaluate results and had very poor gross sales level, for example Medicated plasters, shaving cream, talc, floor spic and mouthwash they didnt achieve the expected results in sales and market partake was not significant. They found competition in those categories, brands that were already positioned in the market and Dettol couldnt compete. The only product that was successful in sales was the soap and liquefiable soap, belike because these products are strongly associated with ger m killing. It achieved 44% of value share in liquid soap.It was very difficult and possibly foreign to introduce all these new products extensions with the Dettol see, maybe they could have used another name because the Dettol brand was so associated to antiseptic, that it became generic among the target market. For example, it would be similar to plead that Kleenex wants to sell shampoo. People just wouldnt accept it and it would be very difficult to change this strong brand necktie to one specific concept or product.