Aakash Insights

Lifebuoy is the major competitor to Dettol. Most of the retailers store these 2 brands only
Dettol is priced at a premium as compared to Lifebuoy. However, consumers don’t mind
paying that nominal price for the Dettol “Trust”. Hence the premium pricing is not an issue
for the brand
Ladies/household wives are the ones that come to purchase the sanitizer the most. So the
Decision maker currently are the “mothers” of the households

Akshit

We want to continue with mother child advertisement because, parents are afraid if their children
will get ill and they always want to protect their children

In rural areas our aim is to create awareness about need for washing hands, so we would first focus
on handwash not sanitizer

For travellers we have small bottle pack for Rs 35, which they can use when they go for a trip

We have the first mover advantage, thus we are able to sell at a price above Lifebuoy

Anmol

After talking with people in the lower middle class segment, I got to know that only few of them
have heard about hand sanitizers and due to its high cost, they do not use it often. They mostly use
soaps to wash their hands.

Also, many of them approved of the idea of launching a hand sanitizer satche.

But what we think is that, instead of selling satches in B2C, it would be better if the sales are done in
B2B to indian railways, multiplexes and airlines. That would help to cater a larger segment and also
inculcate the habit of cleaning hands before consuming a meal in train, movie theater and flights.