Reckitt plans to extend Dettol, Mortein brand range

Sanjay Sardana

New Delhi, Dec 9: Reckitt Benckiser is reviving up its flagship household brands - Dettol and Mortein - and is looking at brand extension through launch of new products for specific uses.

Dettol and Mortein brands account for over 60 per cent of Reckitt’s annual revenue of Rs 585 crore. The company further plans to push these brands through promotional activities for which it has increased the next year’s budget by 25 per cent to Rs 50 crore.

Reckitt is looking at the possibility of segmenting the Rs 1,500-crore premium soap market and is trying to develop soaps for specific use.
Similarly, the company is looking at pests in a holistic way and is planning to introduce new pesticides whose rapid growing market is estimated to be over Rs 1,200 crore.

Reckitt Benckiser managing director Pranab Barua told The Financial Express that “the special brown liquid (in Dettol) has variety of secondary usages. Like it is used on fabric, floor, nappies and washing and we are looking at bringing new products in these areas. The idea is in the concept stage.”

“Apart from extending the range, the company is looking at how Dettol can be taken to different areas of use. One possible area could be soap where we plan to take the Dettol brand further and segment the soap market,” Mr Barua said.

“We are just trying to identify what consumer wants from an anti-bacterial soap and will work on those kinds of soap. The market research is already on,” he added.

“We are also trying to identify new pest areas and are looking for a holistic approach to this menace. We are expanding the product range and have already launched pest for rats. For instance, we are looking at pests for cockroaches etc,” Mr Barua added.

“We will concentrate on rats and other pests in the second stage. The company also plans to bring new technology to the country slowly,” he said, adding Reckitt will be extending the ‘Moretein’ brand through coils, vapourisers and aerosols (sprays).

The company has already set aside around Rs 50 crore for promotional activities for these two brands. The overall budget has been fixed at Rs 100 crore, up from Rs 90 crore this year.

Despite a sluggish over all growth in the fast moving consumer goods industry, Reckitt is going ahead with its promotional plans.

The promotional expenditure budget for Dettol and Mortein next year is up by almost 25 per cent.

Although the company earlier tried to extend the Dettol brand through Dettol talcum, the company had to withdraw it as it failed. The company hopes to relaunch talcum in early 03, he added.