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Dettol THE MARKET

Dettol THE MARKET Antiseptics and disinfectants have been 1n use for many centuries. although for most of that time their use was more a matter of tnstinct than a thoroughly understood, medically proven means of fighbng tnfection. In ancient Greece, Hippocrates used w1ne and vtnegar to treat wounds although he was quite ignorant as to why they offered relief. In later centuries. the plague was the cause of huge epidemics. Anyone lucky enough to escape that was likely to be felled by any one of hundreds of other infections. It is Interesting that mankind survived so many centunes before realising the nature of d1sease and the consequent use of antiseptics although people certa1nly had tnsbncts in the nghl directton. When infection threatened, our ancestors used eau de cologne, ma1nty to dispel the unappealing odour of sickness and death Vinatgrettes. stuffed with vinegar-soaked matenal, were also popular. Not until Louis Pasteur conducted his research in 1861 was tt discovered that there were mtnute organ1sms which could cause dtsease. and that keeptng tl1ese organ1sms u11der control would therefore reduce disease. Joseph Uster was one of the first medical men to use a pl1enol spray and antiseptic dress1ng lor controlling surgical wound infection, With positive results. Phenol is in fact U1e basis for many modem antiseptic substances. TI1e use of anlisepttcs became wide· spread before antibiotics were Introduced. and brought radical improvements to general health care. Today we are still heavily reliant on anttsept1cs. for general hyg1ene purposes and wound treatment. More and more people are ChOOStng forms of self-medication 1n add1tion to prescribed med1cal care. and for this reason products bought over the counter (OTC) a1 e selling extremely well. Antiseptics should deliver five bas1c functions. TI1ey should act qutckly; attack all sorts of bacterial infections as well as fungi and viruses; operate in any enwonment without their act1on being impaired by the presence of bodily fluids: keep on working once applied; and finally, have a low toxicity and a min1mal irritation factor. Ideally, an antiseptic should kill microorganisms rather than just inactivating tt1em. ACHIEVEMENTS Since its introduction in 1932, Dettol has become one or the most widely used and trusted antiseptic preparations in the world. Over the past 60 years. clintcal studtes and laboratory tests have consistently proven Dettol to be highly effecuve aga1nst microbes yet gentle to the sktn. This is borne out by the opin1on of the public which has relied on Dettol over many years. According to a reseArch study conducted by Focus Research In 1996, 87 per cent of respondents had a Dettol product1n the1r home. Its popularity extends to over 1 00 countries. Dettol is primarily used as a multt-purpose antiseptic/disinfectant and as a first aid skin antiseptic The Dettol brand is so well-known that more than a billion people on lhe planet have heard of 1t. This is not surpris1ng when you consider that the annual average usage oi Dettol world-wide stands at well above 20 m111ion hires - enough to fill SIX Olymp1c size swimm1ng pools. This amounts to an average annual usage of 3ml per person. In Australia. where Dettol ts virtually an tnstitutton. 1118 usage per person amounts to approximately 26ml a year. These ftgures go some way toward demonstrat1ng the strength of the brand in the pubhc's perceptton · it IS one to be trusted. HISTORY When Dettol was ftrst used 1n a leadtng UK matern1ty hospital tn the earty 1930s. the mortality rate tn women suffenng puerperal seps1s (Child birth fever) literally halved. It is hard to imagine a more convincing demonstration of the value of a product U1an th1s Dettol has helped to save many lives Its inttial entry 1nto hospitals was as a strong but gentle antiseplic. From there its !arne grew and, especially because of its gentleness. it was soon successfully launched to the general public. Dettol was marketed very skilfully by 1ts manufacturers. Reckilt & Colman, ensunng that It became the best-known antiseptic around. Ac; a result of the product's successful reputatton. Dettol was recogn1sed by all and sundry as a dependable ally 1n fending ofi germs from their homes. It was a useful front -line product in both personal and family hygiene and was an invaluable first aid product 1n the event of an accident. Since 1ts Initial launch, Dettol Ltquid has barely changed. However. there have been new and exciting brand extensions which have captureo their fr:ur share of the overall market. The Dettol range has had a profitable history wh1ch has con!tnued up to the present day, v·AII'l morket opportunities sttll groWing - partiCularly in Asian countnes. Packaging and product t1ave remained 46

........... .. IJ1rty cons ste•1i tl •01 1gl10ut Dettol's 60 yew plus hfe-soan. tIS tii1S consts:cncy and o.1rn of ret;abil,ty 1.vh cl tk·we m.11ntd Dettol ns a leao ng tntemahor·~l m·hseptir.llf'll 10 THE PRODUCT Duttc IS cln arnocr e;o Olned hqu1d, a ooteJ't txl::ter cide COl lnnl 11C.J parnchtorornetaxytenol tPCMX) that acts ngJ1nst both b

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