Dettol V/S Lifebuoy

Dettol and Lifebuoy are very strong rival brands, holding huge market in antibacterial soap segments Both brands are very old as well as well known in worldwide market & already taken brand position in Indian market. However, both are competing strongly and aggressively in market.


The Core competency: - Both Dettol and Lifebuoy are conveying message that protection against “Germs”. And, both brands are targeting especially Children market. However, it can useful for family too.
Today, normally children are facing germs problem while playing, not cleaning wash properly etc. And, Dettol  & Lifebuoy keeps protect against germs and keep healthy family too.


Today, Hand wash sanitizer market is also growing m and family are moving towards hand sanitizer. As well, Dettol & Lifebuoy both brands are offering hand sanitizer too. Many other local brands are available in Indian market.


Recently, Dettol has introduced “No Hand touch wash” in Indian market where you can wash easily your hand without touching hand sanitizer.


Antibacterial Soap Players:- Dettol, Lifebuoy, Tri-active (Piramal Healthcare has introduced before few months ago).

                                   

Brand Campaign Strategy:-
Advertisement Link:- http://www.youtube.com/watch?v=pW-7ZBSFlgo  (Lifebuoy)

 Recently a week ago, Lifebuoy has released new TVC of Lifebuoy soap where child is facing fever,stomach pain etc. Doctor asking to parents that is child bathing daily?, Parents telling to Doctor that they are using antibacterial liquid daily.


Meanwhile, Doctor replied due to use of antibacterial liquid, it may remove germ from bucket but it will not remove germ from body. And quickly showing germs on child’s body.
Mom asking that what will be better solution for it? Doctor giving an advice to use new Lifebuoy soap “that will be removing more germs during bathing as compared to Antiseptic liquid.”


So, the important thing is showing use Lifebuoy instead of Antiseptic liquid and it is effecting indirectly to Dettol. Because, Dettol Antiseptic liquid are available in market and leader in antiseptic liquid market. Normally, it is using for wound or cut on body in order to protect against germs. But, it can also be use during bath.


If you will analyze carefully in Lifebuoy TV ad, they are showing liquid same of Dettol. Just only one difference that it has not been use rival (Dettol) brand name. But, if you will see that antiseptic liquid, quickly Dettol will be come in your mind.


Here, same concept is being used by Lifebuoy (Hindustan Unilever Ltd.) which were being used in RIN detergent powder V/s Tide Detergent Powder. In that case, it has been clearly shown of rival brand Tide in TVC of RIN powder.


The only one question that Is Lifebuoy require to use such things in order to take over market? Lifebuoy is very old & well-known brand Globally. So, it can not expect that such leading brand will come out with simple concept.


It may chance to give negative impact in market by using this TVC and it may chance to fall down from market. On other side, Dettol can create an good opportunity in order to boos up sales & build up loyal brand equity.

Advertisement Link:- http://www.youtube.com/watch?v=1tIqcGhlBSs  (Dettol Daily Care)

Dettol has also released a new TVC just before a week ago where it is conveying punch line” Dettol Daily Care” 24 hour protection against germs. Here, we can say that Dettol has executed good branding strategy and come up with new concept “Daily Care”.


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