Dettol Marketing Strategy | What Drove Dettol’s Success in the Indian Market?

Dettol Marketing Strategy | What Drove Dettol’s Success in the Indian Market?

The saying ‘Hygiene is two-thirds of health’ holds great importance in life as hygiene is one of the most important basic human needs. Since the outbreak of covid-19, we are obliged to wash our hands regularly to prevent the spreading of the virus all around. Well, you may be thinking that using a regular soap would cleanse the germs in one wash, right? But you are wrong about it because regular soaps don’t contain any antibacterial chemicals, whereas a hand wash liquid or disinfectant gel does.

So, to ensure this someone has to take the job of manufacturing antibacterial chemicals in products. Well, that’s Reckitt, a multinational UK-based consumer goods industry is a leading company in the manufacturing of disinfectant products all over the world. Reckitt & Sons are well-known for working towards the provision of disinfectant products for a cleaner and healthier world by launching Dettol, Harpic, Vanish, Cillit Band and Lysol, ultimately owning a net worth of around 56 Billion USD and becoming one of the world’s largest household products companies.

Among all of these brands, Dettol showed great growth during the pandemic. However, even before the pandemic, Dettol is known to be a tried and trusted household brand for many. This is because of its great products, pricing, and most importantly its marketing strategies. No brand can flourish well in the absence of the right marketing strategies. In this article, we will go through Dettol's marketing strategy that makes it the most trusted hygiene brand.

Marketing Strategies of Dettol

Unique Features of Dettol's Marketing Strategy
STP of Dettol
Dettol's Marketing Campaigns
Dettol's Covid-19 Marketing Strategy

Market Growth Rate of Hand Hygiene Products in India (2018-2022)
Market Growth Rate of Hand Hygiene Products in India (2018-2022)

Marketing Strategies of Dettol

Dettol is one of the most popular and trusted antiseptic and hygiene brands. Almost every household has a strong faith in this brand when it comes to hygiene. The following are the key marketing strategies of Dettol that make it a household name in the hygiene category:

Product Strategy

Dettol is one of the largest brands in selling & distributing antiseptic solutions in the form of Dettol Antiseptic Liquid, Soap, Hand Wash, and Dettol Surface Cleaning. One of the original products branded by Dettol is Antiseptic Liquid which is highly recommended as a first aid toolkit necessity. The brand offers various other products like hand sanitisers, shaving cream, dishwashing liquids, etc. This product strategy to provide different kinds of products on a budget under one name with the claim to kill 99.9% of germs proves to be great for Dettol's success.

Price Strategy

One of the key marketing strategies of Dettol is a great pricing strategy that uses varied pricing. As I mentioned earlier, Dettol offers budget-friendly products that use the valued price method in which the customer gets the best value for the product purchased.  For instance, Dettol Anitspectic 550ML costs INR 194 and 1Liter is priced at INR 330 in India. Its pricing strategy is to offer its products in different sizes and prices to suit different categories of people.

Promotion and Advertising Strategy

Dettol's Celeb TVC

Dettol contributes a great share of its profits towards its brand promotions and advertisements. It is known to advertise its products through campaigns, radio, TV ads, print ads, and so on. The brand is known to develop a strong connection with the customers with its blogs, surveys, social media channels, and different campaigns. Dettol also indulges itself in celebrity promotions to strengthen its image among its customers.

Selling & Distribution Strategy

Dettol products are available in over 120 countries. The company sells its products to distributors who in turn sell them to wholesalers and retailers. In the case of bulk order, the company use a direct channel distribution strategy, by delivering the products to the customer.  

Thus, Dettol opts for an amazing selling and distribution strategy by offering its products everywhere including local general and medical stores, malls, and also over different eCommerce platforms.

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Unique Features of Dettol's Marketing Strategy

The following are some of the unique features of Dettol's marketing strategies that make it stand out from the rest:

Brand Equity

Consumers perceive Dettol as authoritative as being somehow reliable and adaptable and ensuring coverage from germs, according to brand image data analysis. Dettol's equity on bacteria safeguarding has continued to remain very potent. It's been compared to a soldier that shields them from the dirty and unsanitary physical realm.

When a brand is used, the user experiences a wide range of emotions. The brand conjures up favourable pictures and thoughts, from reassuring customers that their families are safe and secure and also giving mothers the satisfaction of knowing they have done everything in their power to protect their children from germs.

BCG Matrix

Dettol BCG Matrix
Dettol BCG Matrix

BCG Matrix is a growth-share matrix that is used to analyse different products of a company. The matrix divides the products into four categories. These are the star products, cash cows, dogs, and question marks. Star products indicate high growth and high market share; cash cows have low growth but high market share; dogs have low growth and a low market share; question marks have high growth but low market share.

For Dettol, its liquid hand wash is the stars, the antiseptic liquid is its cash cows, band-aids are the dogs, and products like soap bars, shaving cream, and wipes are its question marks because of less demand among the customers.

Competitive Analysis

Another unique feature of Dettol's marketing strategy is competitive analysis. Dettol can reach a broad market across multiple sectors because of its presence in several product categories and the enormous network of RB. They also dominate certain markets, such as those for antiseptic liquid and liquid hand soap, but some of their market segments, such as those for wipes, kitchen gel, and shaving cream, are performing relatively poor due to the competition from numerous local and international giants, including HUL, P&G, Dabur, and many others.

Market Analysis

Presently, several manufacturers' offers can be found in the sanitation marketplace. People are becoming more environmentally conscious as wealth and education levels rise, providing these businesses with a chance to grow their target market. Keeping this in view, another unique feature of Dettol's marketing strategy is that it always conducts market analysis to stay ahead in the race.

Customer Analysis

Dettol's customer analysis allows it to consider all groups of people irrespective of age, gender, or financial status. This is because everybody does need antiseptics, and since Dettol has been on the market for many years and has performed admirably, consumers have absolute confidence in the brand.

STP of Dettol


Dettol uses Demographic segmentation in terms of age, social status, behaviour, gender, income level, and occupation. In simple terms, any person of any age can take the advantage of Dettol products.


From the young ones to the old ones, every generation contributes to the targeted customers of Dettol to increase the usage rate.


Everyone looks out for hygienic products whenever they encounter the spread of any viruses. Thereby Dettol emphasis on its core brand positioning as an antiseptic which protects people from 99.9% of germs.

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Dettol's Marketing Campaigns

Dettol's Most Recent Campaigns

Dettol has released an advertisement clip as part of the #showercool campaign that highlights the USP of its soap, Dettol Intense Cool. The company has also teamed with Rajasthan Royals, an IPL team, as its official cooling partner for IPL 2022.

Dettol's Viral Campaign

Although the lockdown measures continue to relax, the Dettol campaign on individuals returning to the workplace became viral for the wrong reasons. The advertisement tries to explain parts of office life that people may be missing out on because they work from home. However, the advertisement instantly drew harsh reactions from commuters for comparing going back to work to seeing your second family. The government had been organizing a press partnership campaign to explore a range of themes related to the coronavirus response, and soon the officials clarified that there had never been a "return to work" campaign.

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Dettol's Covid-19 Marketing Strategy

Dettol's Tribute to Covid-19 Warriors
Dettol's Tribute to Covid-19 Warriors

Due to the resurgence in the use of sanitation and health goods, Dettol has established itself as the market leader in India's soap sector. According to RB's most recent statement, the company currently controls 14% of the local soap market.

“For the first time in its history, Dettol, as a tribute to covid-19 warriors, replaced its iconic logo with an image of a Covid protector along with the ‘protector’s’ inspiring story," the company said on the launch of 'Dettol Salute Campaign'. This was a great marketing strategy that the brand opted for during the pandemic.

Dettol Banega Swasth India (DBSI) also launched Swachh Bharat Swasth Bharat Yatra to create awareness regarding health and hygiene among the people by conducting nukkad nataks across the ghats of Varanasi.

In addition to increased awareness of hygiene precautions, which has increased utilization of hygiene goods, effective and efficient supply chain administration during the crackdown assisted Dettol's business. Dettol and other etiquette goods like Lysol and Harpic account for more than 60% of the company's Indian sales.

It employed the ad firm Dentsu X in January to give it more traction. To take advantage of TikTok's viewership, RB inaugurated the Dettol India #handwashchallenge campaign in April. According to the company, the campaign received 125 billion views. Additionally, it has partnered with AIIMS to support pertinent research initiatives on cleanliness and other non-pharmaceutical things.


Dettol is one of the most popular household names when it comes to hygiene. All its marketing strategies are responsible for providing it with a competitive edge over other hygiene brands. Its product, pricing, promotions, and selling strategies are amazing and compliments its brand name. Thus, Dettol's marketing strategy is a great combination of building a strong brand image and ensuring customer satisfaction at the same time.

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Why is Dettol so successful?

Dettol is successful because it offers a range of quality products that suits the needs of every household at affordable prices. Moreover, being a tried and tested brand, it has developed a strong trust among customers that makes people buy it over other brands.

Who is the owner of Dettol?

Reckitt Benckiser, one of the world's largest household products companies is the owner of Dettol.

What is the unique selling proposition of Dettol?

Dettol's unique selling proposition is the provision of germs protection in its products like the antiseptic liquid, hand wash, soaps, and shaving cream.

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