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Marketing Opportunity - Dettol

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Dettol has successfully been able to position itself as a brand which is mainly for families for the purpose of hygiene and keeping them germ-free. With its claims of the killing off 99.9% germs Dettol is a popular product when it comes to daily cleanliness. Even though they have established their brand as a clean product which is convenient and dependable there still exists an opportunity for Dettol to add to their current product depth by introducing a brand which is for today’ s more aware consumer. With the consumer’ s preference for environment-friendly brands which endorse recyclable materials in product use and aim for convenience.

Free refills for their no hands liquid hand washes and the introduction of the product in bigger sizes is an opportunity that the brand can benefit from in the UAE market. Proposed productThe product that is proposed is to introduce the concept of refills for a basic bottle of liquid hand wash in a variety of fragrances. In this way a strategy much like Gillette does with its razor blades can be followed. When the overall price of the product is comparatively less the cost is transferred to the purchase of refills.

So basically the big bottle, available in a refill greater than 250ml (the biggest in the market so far), would cost sufficiently lesser on its own (as it will be reused) however the greater share of the price of the product would be dependent on the refills that the consumer will purchase. This also gives the customers a chance to try out different fragrances and for the company to judge which ones are most popular and concentrate production in those. Proposed pricing As far as the price of the product goes by the use of the bigger bottles with refills the consumers will be willing to pay a higher price if they associate the premium price as a return for higher value.

This can be firstly done by associating the newer bottles with a more environmentally responsible aspect. The material being used environment-friendly and recyclable and the concept of using refills instead of more plastic bottles promoted.    

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