Reckitt Benckiser | Dettol soap in India

Responding to the unique challenges of emerging markets

Emerging markets, provide significant opportunities for brands, whilst often presenting unique challenges which they must adapt to.

By expanding into the Indian Market, Dettol were challenged with a unique point-of-sale environment. Shops in India often don’t have the luxury of product displays, with space being a premium and products regularly stacked up high.

Dettol challenged billd to create a soap bar that retained its brand values and differentiated them from competitors, whilst being stackable up to 15 products high.

Different soap shapes were sketched, modelled and tested, before optimising a design that met all the requirements.

Product Development Company Reckitt Benckiser Case Study Product Design

Enabling Reckitt to successfully expand into India