Dettol SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Reckitt Benckiser

Personal care brand

FMCG

Be 100% sure

Dettol is the first of its kind in anti-bacterial segment.

People looking for anti-bacterial personal hygiene 

All age groups & households especially urban & tier 2 cities

Dettol have always been positioned as a 100% germ fighter with germ fighting and protection as the core value

Below are the Strengths in the SWOT Analysis of Dettol:

1. Dettol’s Germ-kill heritage (brown liquid) is seen as strong and adds on trustworthiness (RTB).

2. Excellent for treating skin irritations, cuts/bruises and seasonal applications.

3. Dettol brand comes from a reputable company with a strong legacy

4. Strong customer brand loyalty of all those using their products
5. Increasing popularity of Dettol soap as a germ killer and hygienic soap
6. Dettol has products like antiseptic liquid, soaps, sanitizers, bodywash etc

7. Strong advertising and marketing campaigns through TVC's, OOH hoardings, print media & online ads

Here are the weaknesses in the Dettol SWOT Analysis:

1. Despite excellent product, limited penetration in rural markets
2. Competition from other similar products means stagnant market share for Dettol

Following are the Opportunities in Dettol SWOT Analysis:

1. Leverage the powerful brand equity associated with the Dettol Brand to make it an everyday use proposition.
2. Tie-ups with schools, hospitals, hotel chains etc
3. Better penetration in rural markets and emerging economies

The threats in the SWOT Analysis of Dettol are as mentioned:

1. Other main players in the antibacterial  category can affect market share of Dettol
2. Other emerging players and alternatives available

3. People opting for ayurvedic & natural treatments can reduce business

Below are the top 3 Dettol competitors:

1. Savlon
2. Safeguard
3. Lifebuoy