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Dettol Case Study: Targeting the Personal Care Market in the Far East
Datamonitor, June 2011, Pages: 20
Introduction
Dettol has extended its product portfolio in developing markets in the Far East, launching an array of personal care products positioned around eliminating germs and bacteria, with products targeted at the middle class. The nature of this positioning would prove unsuccessful in more developed economies; however the brand has been able to capitalize on concerns about basic hygiene maintenance.
Features and benefits
- Understand how manufacturers in the Far East personal care market have managed to capitalize on heightened hygiene concerns
- Determine what attributes consumers in the Far East most value when it comes to purchasing personal hygiene products
- Recognize strategies for effective product differentiation in the personal hygiene category for developing economies
Highlights
In recent years, concerns over personal hygiene in developing economies in the Far East have intensified because of global epidemics such as Avian flu, as well as the implications of rapid industrialization and urbanization on living conditions, sanitation systems and the general environment, all of which increase the risk of contracting illness.
Dettol has been able to capitalize on the well established levels of trust associated with the brand, through entering the personal care market. Although this venture has proved successful so far, the brand needs to recognize that product selection choice will become increasingly selective, and that competitors will be able to capitalize on this.
Your key questions answered
- How has Dettol positioned its products to successfully target the personal hygiene market in the Far East?
- Why are personal hygiene concerns intensifying in the Far East?
- What product attributes influence the choice of personal hygiene products purchased in the Far East?
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