The document outlines plans to grow the Dettol brand in India from FY 2009-2011. Key objectives include doubling Dettol's market share, increasing revenues from INR 452 Cr to INR 1095 Cr, and identifying areas for the projected INR 360 Cr growth. Strategies proposed include repositioning Dettol from a germ killer to focus on purification and nourishment, launching new product lines like Dettol Cool variants, Dettol Specialist skincare range, Dettol Kitchen handwash, and Dettol Baby Care. Financial projections estimate these new products and repositioning can help Dettol achieve its objectives and grow revenues to over INR 1098 Cr by FY 2011.

2. Objectives
 Future of Brand Dettol- What should be its brand vision?
 Double Dettol’s overall share from 6.7 %* in FY ’07-’08 to 13.4 % in FY
‘11 ** in the combined market
 Making Dettol from a INR 452 Cr to INR 1095 Cr brand by FY 2011
 Identifying thrust areas for covering the
(INR 360 Cr) in projected growth for Dettol
 Optimising marketing spends
*Everywhere market share is in value terms unless otherwise stated.
** The market share data is given till 2007 and the brand team formulated the 3 year plan to double the market share (MS) in September 2008. SO, the MS
in Q2’08 is assumed to be the same at end of FY’07 and the 3 year point is taken from Sept’08. Hence, the target is to be achieved by FY ’11-12

3. Impediments
When your strength is your weakness
Relevance of Germ Kill
• Need not felt for everyday contexts
• Benefits due to being germ free not
appreciated
Strong Anti-Germ Image
• Difficult to move into segments like
personal care (beauty )with a germ
killer image
Challenge
Making Dettol relevant for consumers in each category without
diluting its equity

4. Our Brand vision
“Committed to protecting and enhancing the well being for a purer hence better you”
Protection from
germs
Complete
Purification
Enhanced living
routed through
protection
A purer hence
better you
Protection from
germs leads to
PURITY
Sustainable and real/ pure
protection and enhancement
in different contexts
Realization of
Brand Essence
This essence can be
extended into numerous
Personal Care categories
and protection contexts
Functional dimension
of the brand
What’s the pay off

5. Market Analysis
Soaps
Antiseptic
Hand-wash
Body-wash
Increase the
pie
Increase the
circle
Maintain
share
On Hold
Size of the Business
Category
growth
Rate
97% contribution to overall & 71
% to Dettol
Dettol MS- 4.9% and growth
rate @ 11% on a small base
Highest MRP/gm Contribution-
.25
84% MS
High MRP/ml- .23
Dettol – Leader MS- 51%
Lifebupy growing @
225%.
Category benefit of
ultimate bathing experience
indulgence.
Small Size n contribution

7. CAGR FY 04-07 Health
platform
Beauty
Platform
Value growth 1% 5.8%
Volume growth 5.6% 9%
Challenges for Dettol
CHALLENGE 1
Health platform unable to add
new users and existing users
trading up
0
500
1000
1500
2000
2500
3000
3500
DETTOL LIFEBUOY LUX SANTOOR
Dealer Effectiveness-All India
CHALLENGE 2
Lowest dealer effectiveness
for Dettol
CHALLENGE 3
Brand strengths of Dettol- Low rung drivers
Brand weakness- Key drivers like pleasant fragrance/ brand for me;Trust and
quality bring good news.

8. Current context
ENHANCEMENT
TRANSFORMATION
Taut skin
Enhancing
skin
proteins

9. ENVIRONMENT
RELATED
CONCERNS
LIFESTYLE
RELATED ISSUES
SKIN PROBLEMS
DUST SUNLIGHT POLLUTION
GERMS
DARK
SPOTS
BLEMISH
PIMPLES
WRINKLES
LIFELESS/
DULL SKIN
GREASY,
OILY SKIN
DRYNESS
SKIN PROBLEMS ARE CAUSED BY A CONGLOMERATIONOFTHESETHREE ELEMENTS
PRODUCTSUSUALLYADDRESSTHE SKIN PROBLEM AREA, HOWEVER, FEW MENTION
THATTHEY CAN FIGHTTHE CAUSES OF SKIN PROBLEMS WORKING FROMTHE ROOT
OFTHE PROBLEM
SKIN TYPE
Increasing relevance of germs
ROOT CAUSE
REWORKINGTHE CATEGORY DRIVERS?

10. The Dettol way – Pure hence better
PROTECTION
ENHANCEMENT
Cannot gain enhancement and
transformation without this
Foundation for beauty
Enhancement is desirable but true
aspiration is transformation
Need to feel good about
oneself
Skin must be problem free
Skin must be noticeably soft &
glowing
Treatment, Prevention,Avoid
escalation of problems
Nourished,Cared for
TRANSFORMATION
True manifestation of
beautiful skin
Reverses the laws of
nature & aging
Recreation of skin
Moving from germ
protection + proposition to
enhancement/transformati
on routed through germ
protection.
Protection from germs
Complete DETTOL protection
Complete purification
Refresh skin/ full of life
Dettol Nourishment Range
Dettol
Specialist
Range
Purer and better

11. Clear Skin
guard
2007
2008
2009
2010
2011
Dry skin
guard
Taut Skin
guard
Oil skin
guard
Positioning- Transformation from inside
and outside (Purer you hence better you)
Launch of Dettol Specialist Range
The Journey
Everyday Relevance Of
Dettol- Seasonal hooks
Re-Launch of Dettol Skincare-
Dettol Nourishment Range
Repositioning- purification hence
nourishment (better)
Re-Launch of Dettol Cool in
multiple variants
Repositioning- Purer
hence fresher..(better)

12. Soaps: Financial Returns
*Considering considering Top 4 Brands only
** Taking CAGR as that of soap category
Core TG for Dettol Skincare
Nourishment Range
Core TG for Dettol Cool
FreshnessSegment
•Size of FreshnessSegment= 242.07 Cr in ‘09
•CAGR** =4.27% inValue
•4% of FreshnessSegment in ‘09: 9.68Cr
needed in year of launch
Beauty Segment
•Size of Beauty Segment= 4064.6 Cr in
‘09
•CAGR* of segment=8.94% inValue
•3% of Beauty Segment in 09: 121.94 Cr
needed in year of launch
Core TG for Dettol Specialist Range
Premium Segment
•Size of Premium Segment= 30% by
Value of Total Soap=1219.4Cr
•1% of Premium Segment in ‘09: 13.39Cr
needed in year of launch
2009
2010
Q2, 2009
FY 2009 FY 2010 FY 2011
DettolTotal soap 398.64 444.35 495.29
Re-launched SkincareVariant 121.94 195.10 312.17
Re-launched CoolVariant 8.00 15.00 25.50
Launch of Dettol Specialist
range 0.00 0.00 13.39
Total Dettol soap 528.58 654.45 846.34
Dettol total growsYOY @ the
current rate of 11.4%

14.  Category driver – Germ protection- POP
 Dettol is at value disadvantage position (MRP/ml difference is .04)
 The challenge is to make consumers pay a premium over Lifebuoy
 Excessive reliance on MT- issues of visibility
Be 100% sure100 times effective in killing germs
Consumer decoding it as equal efficacy (In Depth Interviews)
Challenges
AbsoluteYearly Growth inValue(in Cr)
FY 04-05 FY 05-06 FY 06-07
Dettol 2.18 5.15 8.66
Lifebuoy 1.11 2.82 7.8

15. Basic Germ Protection
DettolLifebuoy
Soaps
Liquid Handwash
Protection+
Dettol
Kitchen
Hand wash
Dettol
Skincare
and
Sensitive
Dettol International
Protection
and Softness
New usage
context
Creating pull
to “move up”
andVisibility
in MT
The Liquid HandWash Category
Coming in
Exciting
Fragrances
Consumers
Shifting to
L.H.W.
Consumers
shifting to
Protection+
“don’t compromise
on Dettol for 100%
sure protection”
Maintain Status
Snapshot of our strategy

16. Dettol kitchen hand-wash
 Insight
 Kitchen offers a unique context for handwashing- before & after cooking/
after dishes
 Inertia to go the bathroom to wash hands
 Don’t want a toilet product to be kept in the kitchen
 Proposition
 Germ
 Soft on hands that become rough because of kitchen chores
 Removes kitchen odours from hands
 Transparent/ modern bottle that makes the kitchen look glamorous
 TPP (TG/Positioning/Promotion)
 TG- Users of Dettol soap/liquid hand-wash in SEC A1/A2 HH
 Positioning-Special caring protection when it is most important
 Promotion- Limited/no ATL, Increase visibility in MT- POSM
 Concept testing results
 High on appeal/relevance & ITP in 250 ml @ Rs 60-65

17. LHW: Financial Returns
Data used to calculate projected
growth
Dettol International
•CoreTG:Targeting 39% of A1 which come
underTop 1% HPI = 881,296 HH
•12%Adoption Rate in ’09 would lead to
meeting of targets after accounting for
cannibalization due to Dettol LHW users
trading up to International Range
•Price: Rs 66
Dettol Kitchen liquid hand wash
CoreTG:Targeting 26% of A1 and 28% of A2
which compriseTop 2.8% of HPI = 1,726,435
HH
•4% adoption rate in ’09 would lead to
meeting of targets
•Price: Rs 50
2010
2009 FY 2009 FY 2010 FY 2011
Existing LHW variants 45.04 55.24 67.75
Reduce: TG Trading up to Dettol
International(Value Loss=42% of
Value Created in Dettol Int)
-1.17 -1.87 -3.00
Dettol International range 2.79 4.46 7.14
Kitchen liquid hand wash 4.70 5.88
Overall LHW 46.66 62.53 77.77
Dettol Existing LHW growsYOY @
the current rate of 28%
Population of India 1,129,866,154.00
No of households 225,973,231
SEC A1 HH 2,259,732
Sec A2 HH 4,067,518

19. Challenges
 Government regulated pricing
 Difficult to launch products based on secondary uses - difficult to
show that value is being added
Strategy
 Thrust to BTL-Dettol Surakshit Pariwar
 New mother programme
 Hospital programme
 Focus towards east- Tier 1/2
 Health platform MS highest in east
 Dettol’s DAL n Soap value share lowest in East
 “Aap ka Dettol AUR kya karta ha”? Contest
 New launches based on secondary uses with enhanced value
proposition over DAL in diluted form
Direct gains for DAL

20. New launch- Dettol baby care
 Insight
 Mothers disinfect baby’s nappies through DAL.
 Aided level-Reluctance to use it for all baby clothes- “It might spoil
the clothes”
 Other irritants  hard water leaves traces of chemical
 Proposition
 Makes clothes germ free yet gentle on clothes
 Removes traces of chemicals (Detergents)
TPP (TG/Positioning/Promotion)
 TG- SEC A1/A2 HHs having kids less than 3 yrs old.
 Positioning-Protection hence care for whom its most important
 Promotion- Dettol Surakshit Pariwar- New mother programme
 Concept testing results
 Moderate on uniqueness and believability, high on appeal/relevance
& ITP in 250 ml @ Rs 65-70

21. DAL: Financial Returns
Data used to calculate projected
growth
Dettol Baby Care
•CoreTG:Targeting 26% of A1 and 28% of
A2 which compriseTop 2.8% of HPI =
1,726,435 HH
•In this 2.8% HPI HHs , we have assumed
10% to have babies less than 2 years old
•10% adoption rate among these 10% in
’09 would lead to meeting of targets
•Price: Rs 60
2010
FY 2009 FY 2010 FY 2011
Existing DAL 131.57 150.18 171.44
Dettol baby care 0.62 0.93
Overall DAL 131.57 150.80 172.37
DAL growsYOY @ the current rate of
14%
Population of India 1,129,866,154.00
No of households 225,973,231
SEC A1 HH 2,259,732
Sec A2 HH 4,067,518
Essence of Purer you HENCE Better you is being reflected in DAL also.The purity which Dettol Baby
Care would impart to clothes of babies would result in better care of the baby.The Enhancement
due use of Dettol Baby Care would be for the mother too, in terms of the increased confidence and
trust she would have in the care she is providing to her baby.

22. Recap of the journey
Cosmetic
enhancement
Real (PURE)
enhancement
Sustainable
enhancement
A purer hence
better you
Protection from
germs leads to
PURITY
Real beauty occurs in a germ
free environment
Sustainable and real/ pure
protection and enhancement
in different contexts
2009: Re-Launch of
Dettol Skincare as
Dettol Nourishment
Range
2010: Launch of Kitchen
HW and Dettol Baby
Care for all infant
clothes
Realization of
Brand Essence
This essence can be
extended into numerous
Personal Care categories
and protection contexts
Re-Launch of Dettol Cool in
multiple variants
Repositioning- Purification hence
nourishment (better)
Repositioning- Purer hence
fresher..(better)
2011: Launch of
Dettol Specialist
Range
Positioning- Transformation
from inside and outside
based on brand essence

23. Recap of the journey
Categories FY 2009 FY 2010 FY 2011
Dettol Total soap 398.64 444.35 495.29
Relaunched Skincare Variant 121.94 195.10 312.17
Relaunched Cool Variant(Launched
in Q2) 8.00 15.00 25.50
Launch of  Dettol Specialist Range 0.00 0.00 13.39
Overall Soap 528.58 654.45 846.34
Existing LHW variants 45.04 55.24 67.75
Reduce: TG Trading up to Dettol
International(Value Loss=42% of
Value Created in Dettol Int)
-1.17 -1.87 -3.00
Dettol International range 2.79 4.46 7.14
Kitchen liquidhand wash 4.70 5.88
Overall LHW 46.66 62.53 77.77
Existing DAL 131.57 150.18 171.44
Dettol baby care 0.62 0.93
Overall DAL 131.57 150.80 172.37
Bodywash 1.16 1.54 2.05
TOTAL DETTOL REVENUE 707.96 869.32 1098.53