DETTOL

Q: Over the decades, Dettol has consistently earned the trust of consumers, positioning itself at the top of the game. What strategies does Dettol employ to maintain its competitive edge?

Shaminda Perera (SP): Dettol, as a global leader in hygiene, envisions a healthier world built on the principles of good hygiene. Our unwavering commitment to trust, effectiveness and education has propelled us to the forefront of the sector.

At Reckitt Benckiser, purpose permeates everything we do and this holds true for Dettol as well. Over the past decade, Dettol Sri Lanka has undertaken numerous purpose driven activities to improve the health and wellbeing of citizens.

Dettol has implemented successful programmes to promote handwashing and hygiene among schoolchildren through the Dettol School Contact programme. The Dettol New Moms programme provides valuable support to expectant mothers, offering guidance on hygiene practices and overall wellbeing for their newborns.

In 2018, Dettol launched the ‘Dettol Clean Hands, Clean Nation’ campaign, focussing on waste management, and implementing initiatives such as installing handwashing units, disinfection efforts and awareness campaigns.

Q: How does branding add value to the organisation?

SP: Efforts and investments dedicated to building brands should never be dismissed as unnecessary. While tactical initiatives may deliver short-term achievements, brand building ensures the fulfilment of long-term organisational aspirations as demonstrated during both the COVID-19 pandemic and recent economic crisis.

During challenging times in the past, consistent investments in branding have proved to be the life preserver that keeps brands afloat when consumers face adversity. Over several decades of operation in Sri Lanka, Reckitt Benckiser has successfully created household names like Dettol, Harpic, Lysol and Mortein, which are now synonymous with their categories, exemplifying exceptional brand building prowess.

Q: What is your assessment of Dettol’s brand performance post-COVID?

Lilani Rajapaksha: The COVID-19 pandemic sparked a surge of new customers in the healthcare sector, transforming various product categories.

As the pandemic threat eventually subsided, there was a decline in overall consumption and retention of these new buyers enabled us to achieve the desired growth in the post-pandemic era. Therefore, we emphasise the crucial role of consistently providing consumers of the health and hygiene category with accurate information and knowledge.

This approach empowers them to embrace and sustain the right hygiene practices in their daily lives, irrespective of the presence or absence of a health crisis.

Q: Sri Lanka’s economic crisis is affecting the island’s economy. What actions have you taken to navigate the brand during turbulent times?

“Consistent investments in branding have proved to be the life preserver that keeps brands afloat when consumers face adversity”

Chathurika Fonseka (CF): By consistently aligning our actions with the needs of our consumers, we not only strengthen our bond with them but also reinforce our position in the market. The ever-changing nature of crises necessitates a flexible and forward-thinking approach. By making strategic investments and fostering continuous innovation, we fortify our ability to thrive in the face of adversity and emerge stronger once the crisis abates.

Ultimately, maintaining a pulse on the market, anticipating consumer demands and delivering value driven solutions are key factors that enable organisations to navigate economic crises successfully. Through a blend of resilience, foresight and customer-centricity, we can overcome the hurdles presented by the crisis, and emerge as a stronger and more resilient brand.

Q: How has the Dettol brand evolved over time?

CF: The inception of Dettol dates back to 1933 when it emerged as an antiseptic liquid for combatting sepsis. Since then, it has evolved into a globally recognised brand, catering to the personal and general hygiene needs of consumers in more than 124 countries.

Dettol’s extensive product range ensures comprehensive health and safety provisions for individuals. Over the past two years alone, Dettol has introduced five new products, underscoring its dedication to meeting evolving consumer demands and upholding its position as a brand driven by consumer insights.

Moreover, Dettol recognises the significance of effective communication campaigns tailored to local contexts as we strive to forge stronger bonds with our local audience.

Dettol takes immense pride in being recognised as the Most Loved Brand and Most Loved Health and Hygiene Brand for multiple years, a testimony to the deep connection we’ve established with our consumers. Looking ahead, we are determined to nurture and enhance this relationship, striving to exceed their expectations in the years to come.

– Compiled by Fazmina Imamudeen

Telephone 2550981  |  Email srilankahelp@reckitt.com  |  Website www.reckitt.com