Here’s a quick product review.
You wouldn’t be reading this if you were fortunate enough to live a secluded life in the hills, which means you’ve most likely visited a reasonably-priced restaurant around. And you have probably noticed how the wash basins usually have water all around the tap/ faucet. Throw in some people who turn taps/faucets with soaped-up hands, or with food covered hands; and just washing your hands there suddenly becomes something of a daring act.
That being the case, and given that most eateries and homes at best have a press-the-pump type soap dispenser, Dettol, a household name in India, had a great business opportunity with a no-touch soap dispenser. Here’s what they did with it.
A big flaw with the design, beyond the drab form. The battery compartment placed right at the bottom, with a thin cover that has a slight gap in it. Now, if only women walked the earth, this wouldn’t have been a problem considering how careful and tidy most women are. At least the ones I’ve known. But with us guys around, it’s another story. Me for one, even after just washing my face I usually look like I got hosed down. And I’m the least of Dettol’s concerns.
Every few days, the dispenser at home either stops working, or dispenses four times repeatedly. That calls for wiping it dry, including the batteries and the compartment. Find me a restaurant or home who’s basin area is always dry enough to keep such a dispenser and not have water seep in. All the fancy hotels will be using fancier units anyway.
Let’s look at pricing. Given the potential customer base, filled with wet basin areas, they could have easily taken a shot at replacing existing push-type dispensers, bars of soap and even soaps hanging from the wall by a rope [yes, you’re life’s incomplete if you haven’t used one of those] with an aggressively priced product. However, at INR 450 a piece, it is a little steep for the value shopper. It gets worse. The liquid is much thinner than most other brands, and the two variant choices you get smell between not good and horrible.
And finally, price of refills. A single refillbottle (250ml) sells at supermarkets at INR 150 (strangely INR 99 on some sites online). Compare that with a thicker and better smelling refill by another leading brand which sells at INR 140 for a 900ml pack, that is quite a difference. And you can’t use any other liquid soap in this one due to the way the refill has been designed. Which means, you have to pay premium to continue using this dispenser.
What Dettol could have done instead to get a bigger bite of the market:
- Designed a better/ sleeker looking dispenser
- Competitively priced base unit, aimed at making it a compelling option to replace bars of soap and push-type dispensers
- Battery compartment placed higher up without causing the unit to get top-heavy
- Used a thicker consistency liquid
- Made it possible to refill with any standard available brands
- Offered competitively priced refill liquids in 1-2 standard/bulk quantity options with at least 3-4 good fragrance variants
It’s one thing to attempt to shift the existing market with a quick first move that’s just ‘ok’, quite another to delight on your first shot. By the time you come around for a second pass, it might just be too late.
[1/5] For just dispensing a sad smelling liquid soap, and for disappointing on design, ease of use, pricing, and on refills.