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Contents
1) Introduction - Company Background (Vision and Mission)……………………………Page 32) Current Market Analysis - What is happening in the market now?.............................Page 4

3) Product
- Product Description…………………………………………………………………………Page 5
- Target Market, Segmentation and Profile of consumer………………………………….Page 6

4) Competitors Analysis - Two other brands
- Unilever Singapore (Life Buoy) …………………………………………………………….Page 7
- Lion Corporation Singapore Pte Ltd (Kirei Kirei)……………………………………..Page 7 & 8
- Competitors Analysis Table (Dettol, Life Buoy and Kirei Kirei)………………………….Page 8

5) SWOT and PEST Analysis
- SWOT…………………………...…………………………………………………………….Page 9
- PEST…………………………...……………………………………………………Page 10 & 11

6) Marketing Objective……………………………………………………………………….Page 12

7) Marketing Strategy - Four Ps and their strategy
- Product…………………………...………………………………………………………….Page 12
- Price and Promotion…………………………...…………………………………….Page 12 & 13
- Place………………………...……………………………………………………….Page 14 & 15

8) Budget and Control……………………………………………………………………….Page 15

9) Conclusions………………………………………………………………………………..Page 16

10) Annex……………………………………………………………………………………..Page 17

11) Reference…………………………………………………………………………..Page 18 & 19
1) Introduction - Company Background

Dettol was founded by Reckitt Benckiser, a British multinational consumer goods company headquartered in Slough, United Kingdom. Formed in December 1999 from the merger of Reckitt and Colman plc and Benckiser N.V, it has operations in over 60 countries and its products are sold in over 180 countries. Reckitt Benckiser is listed on the London Stock Exchange and had a market capitalisation of approximately £31.6 billion as of 13 February 2013. Reckitt Benckiser owns a wide range of household brands which can be grouped into four main areas health, personal, home and fabric.

Being the world’s leading brand of antiseptics and a trusted champion of family health, Dettol
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