Dettol soap; Reckitt and Colman India Ltd.

Abstract

The crux of the problem was that the usage of Dettol Soap was very low. Accordingly, the objectives were to find out awareness, trial & usage of Dettol soap from Current users, Lapsed users & Aware Non-triers. The findings indicated that awareness level by TOM and Unaided was very low. The ratio of lapsage to trial rate was very high mainly because the consumers didn’t like the medicinal smell of the soap. Youngsters who had lapsed felt that Dettol soap is more suited for adults and that it is a summer soap. Initial satisfaction with current users is quite high and their intention to repurchase is also very high. The satisfaction level decreases with period of usage. The trial to awareness ratio for Dettol soap is reasonably high and is comparable to other leading soaps. From the perception test done among 4 brands on 13 most important attributes, Dettol fared badly on the following 6 attributes - Has good perfume, Lasts long, Gives good lather, Prevents body odour, Makes you feels fresh and Price. On the following 3 attributes, Dettol soap performed very well and lead the other 3 brands - Kills germs, Cleans well and Is good for summer months. From the findings, one could conclude that Dettol Soap is used for specific occasions only and is used only for parts of body & not for full bath purposes. That Dettol soap is purchased only when people have some problems could not be fully confirmed. Very poor awareness levels and high trial/awareness rate implies that RCI should advertise more frequently in popular media - DoorDarshan & Deccan Herald. RCI could also look into the possibility of introducing a new soap which would have better perfume and would not be associated with medicinal properties.