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Dettol SWOT Analysis

Published by MBA Skool Team in FMCG category Last Updated: November 17, 2023Read time:

Here is a detailed SWOT analysis of Dettol covering strengths, weaknesses, opportunities and threats.

Dettol Strengths

  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

Above are the strengths in the SWOT Analysis of Dettol. The strengths of Dettol looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Dettol Weaknesses

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

These were the weaknesses in the Dettol SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Dettol Opportunities

  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

Above we covered the opportunities in Dettol SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Dettol Threats

  1. Other main players in the antibacterialcategory can affect market share of Dettol
  2. Other emerging players and alternatives available
  3. People opting for ayurvedic & natural treatments can reduce business

The threats in the SWOT Analysis of Dettol are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Dettol SWOT analysis.

About Dettol

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Dettol Overview
Parent Company

Reckitt Benckiser


Personal care brand



Tagline/ Slogan

Be 100% sure


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

Dettol STP

People looking for anti-bacterial personal hygiene 

Target Market

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

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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