Situational Analysis
This situation analysis starts with a snapshot of the current environment in which Dettol finds itself by providing a brief SWOT (strengths, weaknesses, opportunities, threats) analysis. After this overview, the analysis probes ever-finer levels of detail: industry, competitors, company, and consumers.
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SWOT Analysis
Presents the internal and external factors affecting the market opportunities for Dettol. As stated briefly, this SWOT analysis highlights the great strides taken by the company since its products first appeared on hospitals and grocery shelves.
Figure 9 : Dettol SWOT Analysis
SWOT Analysis Summary
In the company’s favor internally are its strengths of being one of the oldest antiseptic products manufactured since the 1930s with an experienced management team and a strong team of scientists, its variety of affordable high-quality products, and its efforts of becoming a more sustainable brand. Favorable external factors (opportunities) include having advantage in terms of legal terms with the government and expanding the product to become a more generic brand in the market.
Among unfavorable factors, the main weakness is its limited penetration in rural markets relative to its competitors in terms of the depth of the management team, national awareness, and financial resources. Threats include that the competitors may have an advantage in terms of advancements in product formula.
Industry Analysis: Trends in Disinfectants and Antiseptics
Antiseptics and disinfectant Products have a wide variety of applications in various fields like Healthcare, Domestic uses, and Commercial Purposes. Since the 21st Century, antiseptics and disinfectants have been utilized extensively to maintain hygiene and cleanliness (Fact.MR - Global Market Insights 2022 to 2032, n.d.). According to new research … The report on the global disinfectant & Antiseptic market covers six major regions that include North America, Europe, Latin America, East Asia, South Asia & Oceania, and MEA. The Global market of Antiseptic and disinfectants was valued at US$ 6.3 Bn in 2017, and It was expected to rise and have a growth of 6.2% from 2018 to 2021 Which was valued at USD 34.9 Bn in 2021(Antiseptic and Disinfectant Market: Rising Incidences of Hospital Acquired Infectious Diseases to Drive the Market, 2022) due to the increase in awareness of Consumer’s need of disinfection and cleanliness due to the rising concern of healthcare-related infections diseases such as SARS, Zika, Ebola, Swine flu, and other deadly viruses.
Figure 10: Chart Indicating Global Antiseptic and Disinfectant Market Revenues.
Impact of Covid 19
The recent pandemic, which the world has seen, had a positive impact on the market globally and heightened attention towards the importance of Sanitization and disinfection. The severe acute respiratory syndrome coronavirus 2 (Sars-CoV-2), was Primarily transmitted through Person- to-person contact via respiratory droplets of saliva, either by coughing, sneezing, talking, or breathing (Coronavirus Disease (COVID-19): How Is It Transmitted? n.d.). Later then human contact had to be reduced and social distance had to be maintained thoroughly, This Led to many changes in the operations of Retail Shops operations And the Food Service industry. Sanitization and disinfection played an important role in Hygiene and prevention of the spread of viruses and recommended the use of such disinfectant products by many Health Authorities In the world, to encourage responsibility and accountability for protecting children from harm when participating in any football activity, to evaluate oneself and use the results to develop one's safeguarding policies, plans, and programs, taking into account the need for human resources and training, to aid in the creation of safeguarding plans and risk assessments for coordinators and technical staff and to assist professionals that provide services, training, and programs to children, such as coaches, trainers, medical staff, staff, and volunteers, in using best practices to take effective action.
Different Region Markets
The North American and European Markets are leading which had high demand and adoption of disinfectant and antiseptic uses by the health sectors and retail consumers (Antiseptic and Disinfectant Market: Rising Incidences of Hospital Acquired Infectious Diseases to Drive the Market, 2022).According to Fact.MR’s analysis, over 10% of the world’s GDP is in healthcare thus the Increase in the number of Multinational Hospitality, public hygiene, and Hotel industry contributed well to the growth in the global antiseptic and disinfectant Market. Additionally, Several governments have been also encouraged to take initiative and acknowledge the advantages of utilizing disinfecting products, these decisions have also aided a boost in the growth of the market.
Asian Market
Antiseptic and Disinfectant Sales in the Asian Market have reached a value of US$6.5 Bn in 2022, and are significantly growing with India and China leading in the market, these two countries have accounted for approx 65% of the share of the Asian market (Fact.MR - Global Market Insights 2022 to 2032, n.d.). In Oct 2020 and leading antiseptic and disinfectant manufacturer Sceptre Medical India expanded its manufacturing capacity to increase its sales in the U.K. and U.S. markets. In Feb 2021, in the UK, P&G launched Microban 24, a new brand of disinfectant. This offers protection not only from selected viruses and bacteria but also from COVID-19 and flu. According to the (UAE Disinfectant & Sanitization Services Market Industry Analysis Till 2027, n.d.) UAE Disinfectant And Antiseptic market were based on End User Residential and Corporate and Commercial acquired a considerable boost in the market share In the global Disinfectant and antiseptic market in 2022.
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Antiseptic and Disinfectant Products Used Hydrogen peroxide is the most widely utilized and accounts for 21.3% market share (Fact.MR - Global Market Insights 2022 to 2032, n.d.). The UAE Segment in the middle east based on disinfectants exhibited to witness rapid growth in 2020, The Spray sterilization of disinfection methods played a major role in the UAE Market share of Antiseptic and Disinfection (UAE Disinfectant & Sanitization Services Market Industry Analysis Till 2027, n.d.).
Interesting Facts and Trends About FIFA World Cup
The FIFA World Cup was first held in Uruguay in 1930, FIFA soccer is the most-watched game in the world even though it has overlooked the Olympics. According to the (Chief, 2022), Every 9 people on earth watched the 2006 world cup Final match. There are only 2 continents that have ended up as champions of the FIFA world cup (Lewis, 2022), There are only eight countries to have won the World Cup and Brazil is one of the top favorite teams in FIFA and has won The Most No. Of World Cup Titles From 1950 till 2002. For People who are not familiar with gaming, FIFA is also a famous video game in the world of Esports mostly among PlayStation and Xbox Gamers. The game had been popular since 1993 and had been played by millions. The New Live audio experiences are exclusive for bringing fans closer to the action., which facilitates close attention to the discussions with athletes and celebrities throughout the event (World Cup Marketing Trends: What to Watch For, n.d.). The new real-time engagement using Twitter to engage in Major events like the FIFA world cup had opened a better opportunity for soccer-obsessed audiences to leverage their expressions through social media platforms. The FIFA cup tournament was hosted by countries in the summer season, and it is the first ever Winter FIFA World Cup that will be held in Qatar in 2022.
Figure 11: Urugay's winning first world cup in 1930
Figure 12: Brazil winning world cup
Figure 13: First winter world cup held in Qatar
Competitor Analysis
As a result of the introduction of COVID-19 and growing competition with other major hygiene brands in the Indian market, Dettol has consistently been rated as one of the most trusted brands in hygiene and has become the segment leader in hygiene brands despite supply and operational challenges. Over 80% of India's antiseptic market share is occupied by Dettol. Dettol was launched in India when it rolled out of the Reckitt Benckiser factory in England. The Dettol brand provides us with a sense of trust and association. The brand's taglines include "Help keep you and your family healthy, no matter what stage of life they are at" and "Be 100% Sure." In addition to demonstrating surety in the effectiveness of its products, Dettol’s marketing communications also convey a sense of belonging, safety, and well-being.
Dettol's Competitor Analysis
Figure 14: Dettol's Competitor Analysis
FIFA's Competitor Analysis
Figure 15: Dettol's Competitor Analysis
Other World Cup Sponsors
Figure 16: Coca Cola Believing is Magic Campaign
The FIFA World Cup 2022 TM in Qatar will begin in November, and Coca-Cola is commemorating the emotional journey of football fans with its "Believing is Magic" worldwide campaign. The brand today unveiled a collection of digital videos that perfectly capture the depth of fans' loyalty to their favorite teams as the integrated, digital-driven campaign, which will take place over the upcoming months, got underway. The advertisements display the absurd commitments that many supporters would make if their team were to win the FIFA World Cup, such as getting tattoos, shaving their heads, or running to work each day, and they invite viewers to submit their own commitments for consideration in Coca-Cola packaging, digital content, or outdoor advertising.
Believing is Magic Campaign
For the release of their 2022 World Cup uniforms, Adidas is taking a very specific strategy, forgoing the glamor of a usual high-profile reveal in favor of covertly distributing the uniforms among cultural hotspots. The Easter egg strategy is intended to capture the interest of the Gen Z audience by allowing some enthusiasts to independently discover the kits rather than having them distributed to the general public. Adidas is implementing an "impossible is nothing" campaign that presents that football is everything, and impossible is nothing. They leveraged multiple football players such as Hakimi and Messi.
Figure 17: Adidas Impossible is Nothing Campaign
Impossible is Nothing Campaign
How Dettol Can Be Leveraged in The World Cup
Dettol is the only disinfectant and antiseptic brand that is sponsored by the world cup in 2022. With the FIFA World Cup taking place in Qatar, Dettol is prepared to offer hygienic protection. Through our collaboration with the FIFA World Cup, Dettol also hopes to spread the protection to millions of spectators. The FIFA World Cup is a wonderful chance to emphasize the significance of hygiene and optimum health practices given that the world is currently experiencing the largest health crisis in human history. The excitement of the football community to have the much-loved product on board is expressed by Dettol, which is known as a household name for antiseptics worldwide. Numerous practices have changed as a result of the COVID19 pandemic, including how football is organized specifically. Dettol are guarded and guided, and "we know we will be better off" when using Dettol.
Customer Analysis
In terms of customer analysis, this section describes (1) the demographics and psychographics of the customers who are expected to buy/use Dettol & Disinfectant and Antiseptic products and (2) demographics and psychographics of FIFA world cup viewers and fans.
Dettol
Dettol is a global brand that has become a common household product in many countries around the world. It is used in both households, and healthcare establishments. Dettol uses different marketing approaches for different groups (age, family-life cycle, education and generation). Dettol targets people based on how many seek hygiene, people with education/literate people, family members (especially mothers) who are aware of the unhygienic and bacterial outdoors, children and senior citizens, and people in urban areas of cities.
Dettol has played its game in the germ protection market by highlighting the importance of buying their product for the protection of the family. They look at the roles and statuses meaning the activities people are expected to perform according to people around them, for example, a mother who has fears of her child that is exposed to unhygienic, bacterial outdoors will buy a product to make her feel that her child is safe to play outside.
Demographics
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Geographic Region
With geographic segmentation, Dettol has been able to identify the needs and preferences of the local people.
Most consumers use Dettol because of the belief that there are more germs at different seasons in their regions.
Figure 18: Segmentation of Dettol product users based on number of people in thousands
Income range
In 2021, the average gross yearly wage for a full-time worker in the USA was $74,738 ($4,648 more than the previous year), or around $6,228 per month. (Accessed December 7, 2022.)
The size of the world market for Dettol was estimated at USD 6.02 billion in 2021 and is anticipated to increase at a CAGR (Compound annual growth rate) of 6.8% from 2022 to 2030. As a substitute for soap and water, hand sanitiser is an antiseptic solution that is projected to be more in demand as worldwide awareness of sanitation and personal hygiene increases. (Retrieved December 7, 2022)
Age groups
Dettol has a wide range of age groups that use their products. It is popular among adults aged 45 and over, young adults aged 18-34, and children ages 6-12. So the overall age of consumers are between 6 to 65 for all Dettol products (Raghava el at, 2021).
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Gender
20% are children, 45% Females are using the product and the rest, 35%, are Male, with the antiseptic products.
Figure 19: Pie chart of Genders and children who use Dettol
Psychographics
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Psychographically, Dettol targets those who are health-conscious, as it appeals to the people who are “disinfectant freaks” and value the importance of hygiene (Desk, 2022). Additionally, Dettol focuses on those who are loyal to their favorite brands and have a preference for well-known and trusted names. The brand also targets those who are willing to invest in quality products that are known to be effective. Dettol products are often purchased by people who are looking to protect themselves from germs and bacteria, such as those who work in medical and healthcare settings, or who have weakened immune systems. People who lead active lifestyles or live in areas with high levels of air pollution also tend to purchase Dettol.
Lifestyle
Dettol segmented the modern-day lifestyle which is more outdoors, unhygienic, and bacterial.
Ex: Hygiene-seeking consumers.
Personality
Segmented the adventurous and daring personalities, to support them with a very effective
'germ-killing' soap for any type of dirt, or even injuries and wounds.
Self-concept
It appeals to those who are disinfectant freaks.
Overall, Dettol’s target audience is diverse and covers a wide range of demographics and psychographics as they have positioned themselves as a trusted, quality product that is affordable and can be used by all members of the family.
FIFA
Figure 20: Breakdown of where Dettol is used most
FIFA
Demographics & Psychographics
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Football has got a global appeal that's beyond the interest of fans. There are 5 billion football fans around the world, mainly from the regions of Latin America, the Middle East and Africa. They are the largest fan bases of football. Out of 5 billion, over 50% of the current population is between 20 to 40 years of age and only 9% of people watch football, who are 55 years and above. (The Football Landscape – the Vision 2020-2023, n.d.). The gender of the overall viewers of football is segmented as 71% male and 29% female fans (Koeshartanto, 2022).The World Cup is to run in Qatar in 2022 from November 20 to December 18. It is expected for around 1.5 million visitors to travel to Qatar for the tournament (Euronews, 2022). Post-COVID, consumers still watch from home rather than live at the stadium or at a restaurant or bar. In the past world cup in 2018, 3.5 million people watched the tournament live in Russia in the stadiums, and 7.7 million football fans visited the FIFA Fan Fest (More Than Half the World Watched Record-breaking 2018 World Cup, n.d.).
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On the other hand, over half of all adults around the globe plan to watch the 2022 FIFA world cup from home. 55% intend to watch some of the tournament and most of them plan to watch with friends, family, and colleagues. All three expect to miss school to watch the tournament (More Than Half of Adults Across 34 Countries Plan to Watch the 2022 FIFA World Cup, 2022). 75% of those who intend to watch the world cup plan on TV, 35% plan to watch on the internet, 25% on mobile devices, and 13% on tablets. When it comes to how they viewed it on mobile devices, tablets, and apps, 67% intend to use TV or streaming apps, 47% to use websites, and 36% to use mobile-first platforms like DraftKings.
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Among the population who plan to watch it, 85% plan to watch with family/friends, 57% with colleagues, 53% expect to watch at a cafe or restaurant, 46% will buy world-cup theme products, 34% plan to keep a good luck charm with them during the games, and 31% expect to miss school or work to watch the game.
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According to Ipsos statistics, the viewers who intend to watch the 2022 world cup competition is higher among males (66%) than females (45%) (2022).
Figure 21: Demographics of consumers of all ages watching the FIFA world cup 2022 and their incomes in USD (Ipsos, 2022)
In the 2018 FIFA World Cup in Russia, over 130 million fans used FIFA.com and FIFA Apps. Over 120 million followed FIFA social media platforms (FIFA, 2018).
How Dettol Would Leverage FIFA in the World Cup 2022
In research done by Digital Turbine, it was found that 54% of viewers are likely to look up an ad aired during the world cup to watch it again (2022). However, there was no distinction on where these ads were viewed based on channel, but just that they were ads shown during world cup activities.
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83% of world cup viewers are likely to consider a product that they have seen advertised as they place trust in channels related to the world cup and their partners. Two thirds of world cup viewers want to see funny ads, and 31% consider purchasing within a few days.
Figure 22: Statistics on when users will most likely purchase a product after advertised during World Cup