Cleaning Up Dettol Hand-Washsabcp
Client: Hindustan Unilever
Background: In the year 2011 the hand-wash market in India was one of the fastest growing categories in modern retail stores. Reckitt Benckiser’s Dettol was the market leader followed closely by Hindustan Unilever’s Lifebuoy. Dettol’s dominant presence was borne out by the share of shelf commanded by the brand in India’s largest supermarket chain, Big Bazaar. In March 2011, following a failed negotiation over increasing trade margins, Big Bazaar stopped all purchases of Dettol hand-wash from Reckitt Benckiser.
Client’s Brief: Take advantage of the tactical opportunity presented by Big Bazaar’s refusal to retail Dettol hand-wash. Increase market share of Lifebuoy.
Solution Offered by SAB Creations: We identified that the need of the moment was to significantly increase stock pressure of Lifebuoy hand-wash in all Big Bazaar stores almost overnight. This called for a display solution that not just gave the brand good visibility but also induced Big Bazaar to purchase sufficient stock of Lifebuoy. It had to be easy to fabricate and transport so that it could be installed with speed across the country.
We therefore designed a ‘Suraksha Boat’ (‘Suraksha’ means protection in Hindi) which was not only distinctive in appearance but also required several units of the product to be purchased in order to make for an attractive display. This unit was made of Wood, Metal & digital print and was easy to assemble. The Suraksha Boat was supplemented with Floor Standing Units (FSUs) and Dump Bins which further helped in increasing Lifebuoy’s stock pressure within the stores. To ensure a corresponding increase in off-take by shoppers, collateral such as drop-down banners, shelf-strips, shelf-talkers and aisle flags were designed and fabricated.
Result: Lifebuoy’s presence went up dramatically in 230 stores across India. By using stock-heavy display solutions, Lifebuoy was able to fill the vacuum created by Dettol’s absence. Lifebuoy increased its sales of hand-wash to Big Bazaar by 110%. By eliminating the need for Big Bazaar to purchase any other brand of hand-wash for the next few months, Lifebuoy was able to increase its market share in Big Bazaar stores by an average of 30% for the next 3 months.