Running head: Lysol 1

Lysol

Student Name

Professor’s University

University Name

3rd February 2021

Part A 3
Introduction 3
 Lysol 2

Market Analysis of Surface Disinfectant Products 3

Trends 3
Consumer Segmentation 3
Consumer Positioning 4
The Online Marketing of Lysol 4

Part 2 5
Perceptual Positioning 5
Consumer Learning 5
Personality, Values and Lifestyle Segmentation 7
Personality 7
Value and Lifestyle Segmentation 7

Conclusion 9

References 10

Part A
Introduction
Market analysis helps to evaluate and establish the product's or service's standing in
terms of cost-effectiveness and acceptance by customers. The basic information regarding
the target customer, the market being targeted and the potential competitors helps to
 Lysol 3

measure what impact the new product will have on a customer's overall buying pattern. A
market analysis helps to understand the competitive dynamics and customer requirements.
Such evaluations are conducted by market research agencies or the marketing departments
of multinational corporations. More often, however, they are performed by business
consultants engaged by the company's management or provided to management as part of
their advisory services. Market research is used in a variety of fields but has become
especially important in modern retailing and e-commerce. Here in this report, the discussion
will be on the analysis of Lysol and its market.
Market Analysis of Surface Disinfectant Products
Trends
A surface disinfectant is a germicide designed to destroy bacteria, fungi, and viruses
on the surfaces of items that come in contact with patients or their environments. The rising
incidence of healthcare-associated infections is expected to drive the demand for global
surface disinfectants (Knust et al., 2021). Surface disinfectants including liquid surface
disinfectants, wipes, spray, paper and others are widely used in various end-user industries
such as food & beverage, health care, chemicals manufacturing and others. The demand for
these products is expected to increase with increased use of cleaning solutions by
healthcare facilities, commercial kitchens, restaurants and other consumer segments. Lysol
used this market awareness to its advantage (Song et al., 2019). The global surface
disinfectants market was valued at $4.5 billion in 2017 and is expected to reach $5.5 billion
by 2022, at a CAGR of 5.9% from 2018-2022 (Gedge et al., 2019). The growth of this market
is driven by the demand for safe and effective cleaning solutions, increasing urbanization,
and ageing population as well as stringent government regulations aimed at preventing
hospital-acquired infections. When Lysol was first introduced, it was marketed as a
disinfectant and deodorizer. But now it is being positioned as a ‘disaster-care solution’ with
applications in a variety of disaster-related situations. There is little doubt that this new focus
has helped to boost sales.
Consumer Segmentation
The demand for disinfectants, cleaners and related household items has increased
not only in developed countries but also in developing ones. The food industry and hand-to-
hand transmission are two major factors that have contributed towards alerting people of bad
bacteria and dirt. Lysol has benefited from this. It is a leading player in this industry and has
received several awards so far. Lysol provides high-quality products to its consumers at
affordable prices as compared to other competing brands (Zaman et al., 2017). In recent
years, Lysol has strongly focused on differentiating its Lysol product. They have introduced
antibacterial Lysol, antiseptic Lysol and recently natural products. As the technologies are
improving with time, so is the world coming closer to environment-friendly products.
 Lysol 4

Consumer Positioning
Like all other household items, Lysol's products have undergone some improvements
over the years. The company has expanded and now sells a diverse range of cleaning
products that are available both online and offline (Czinkota, et al., 2021). Both the products
and the brand itself appeal to consumers at both ends of the spectrum. The premium version
appeals to middle-class homeowners and individuals who want to use quality cleaning
materials (Boumphrey, 2020). On the other hand, their regular products are suited best for
people with low and mid-level income. This is due to their price range as well as quality that
is comparable but not as high as that of premium versions of Lysols.
Virtual Consumption
Lysol's promotional strategy was to create a new website that sells only its branded
products. They have targeted both existing and potential customers by establishing social
media accounts on different platforms including Facebook, Twitter, Youtube and Pinterest.
The Lysol Daily Challenge is another initiative for gaining more reach for their products.
Their efforts are paying off as evident from the steady rise in sales figures. The company
plans to increase its footprint in other regions and will keep the customers updated about
their initiatives on social media sites (Datta et al., 2017).
The Online Marketing of Lysol
Lysol has struck the right chord with a great strategy that takes into consideration
the changing needs and wants of their target market. The changes in the strategy by Lysol
were necessary because of a continuous decline in sales resulting from intense competition.
The company decided to try something new and break the clutter of brands using social
media platforms to promote their products and services. They were able to establish
themselves as a premier brand through the use of online marketing strategies including
social media, the web and email marketing (Das et al., 2021). Their Facebook account
generates over one thousand likes daily, with an average number of shares at around
twenty-three. This proves to be a great incentive for both existing as well as potential
customers. Their latest move is setting up of a website where they stock only their products
has also boosted their sales figures. In future, they plan to enhance their operations in other
regions as well and will keep their customers updated about it through different social media
platforms (Pavenkov & Rubtcova, 2019). This company has been extended into social
media to develop a strong base and brand its products across the globe. The use of different
websites along with social platforms has enabled them to keep the users informed of their
activities and encourage more people to try out their products (Uddowla et al., 2016).
 Lysol 5

Part 2
Perceptual Positioning
Lysol is one of the promising products of Reckitt Benckiser, is used as an all-purpose
home cleaner. The brand is a subsidiary of Reckitt Benckiser and its main products include
Lysol spray, Lysol wipes and Lysol cleaner. Lysol is a leading brand of not just home care
products but is also popular for its hand washing liquid, multi-purpose cleaner and toilet bowl
cleaner. The company has been successful to retain its brand image in the minds of
customers across all age groups (Milner, 2017). In the evolving market and the age of online
media, Lysol has dug up plenty of opportunities that can reposition the product in the market.
By offering a wide range of products targeted at all sections of the consumer group like
students, working-class and senior citizens, the production house has been able to maintain
its position as a leader in the market. The perceived risk that the brand has is the issue of a
good producing a safe and hygienic product. Lysol is a business-to-business brand that
offers a solution to consumers who have hygiene issues in their homes. Since its launch,
Lysol has been continuously improving its cleaning products and technologies, always
ensuring high quality at every level.
Consumer Learning
The formation of consumer attitudes is a process that persists throughout an
individual's whole life. Attitudes are formed as a result of the learning process, which
teaches us to believe in certain ideas and concepts. Classical conditioning is a technique
used by advertisers that takes advantage of the natural human propensity to recognize and
identify with faces and familiar brand names. A low-involvement purchase is the kind of
purchase that doesn't require much thought. In such purchases, consumers are affected by
their past experiences and perception of the brand. They buy a product mostly on impulse
and pass quickly through cognition, attitude and behaviour due to a lack of involvement in
the decision-making process. This kind of instrumental conditioning is a good way to attract
and gain customers who will buy the products (Grignani et al., 2021). In the early years, in
one of their advertisement in print Lysol was marketed as a product that “removes odour”
and can “kill germs”. Reckitt Benckiser Ltd. chose to use the brand positioning of 'protecting
the family from illness caused by germs' to develop and strengthen their brand.
Figure 1
You can Trust Lysol
 Lysol 6

Note. Reckitt Benckiser Group PLC. (1937). You can Trust Lysol [Advertisement]. In The
New York Times (1st ed., pp. 9–10).

This positioning is made up of two ideas, protection and disinfection. According to the brand,
protection is given to people against the harmful germs around their homes while disinfection
is done through cleaning and thereby removing unnecessary bacteria and viruses around
the house.
Motivation and Involvement
Lysol's marketing strategy hinges upon its unique image as the undisputed market
leader in the household cleaner category. The motivational conflict is that most people do
not feel organic, natural and comfortable cleaning their bathroom with products that are
harmful to the environment. The customers at Lysol face two things that conflict themselves
with each other, keeping their bathrooms clean and also protecting their health. The primary
motivation of the company will be to link its products with several issues that are most
relevant to households. It can be done and the problem can be resolved by creating a
website wherein it only sells its branded products using the tagline "Powered By You." This
campaign can be backed by traditional ad campaigns which use the same tagline and
assure an unmatched degree of efficacy in a range of products.
On Maslow’s scale of Hierarchy of Needs, Lysol is a product that falls into
physiological and safety needs. Lysol is represented primarily by the tagline and visual
components of its advertising. The company derives its power from claiming to provide
unparalleled levels of effectiveness against a range of issues. Moreover, it encourages its
customers to realize their potency against these issues. The market positioning of Lysol has
been centred on the growth in the economy (Klean Zwilling, 2017). To meet the needs of this
section of customers, it has also managed to maintain a degree of consistency in its
offerings by showing an unparalleled degree of efficacy in household cleaning and
disinfecting.
Lysol’s is targeting consumers that are in their youth. Lysol has adopted very
aggressive marketing and promotional strategies that focus on youth and students. The
company has launched an interactive website for them where they can learn about the
different kinds of products that Lysol offers and how to use them to achieve effective results
 Lysol 7

despite a busy schedule and tiring routine. They have also kept in mind the entry of college-
goers into the professional world and exploited their awareness level and curiosity
Lysol's marketing strategy is noteworthy because of the brand's reluctance to enter
into direct comparison with other brands in the category (Zhang, 2021). This stands out in a
highly competitive category that is known for its commercial battles. The danger involved in
such an approach is manifested by the fact that Lysol has been an active participant in these
commercial wars in the past, and is equally successful at it.
Personality, Values and Lifestyle Segmentation
Personality
Lysol is a broad-spectrum, hospital-grade disinfectant that helps us fight the toughest
odours and messes. From bathrooms to kitchens to laundry rooms, Lysol disinfectants
provide a powerfully clean and fresh 'today' feeling every day (Das, 2021). No matter which
Lysol cleaner we choose, all of them provide proven, powerful cleaning for our home.
An example of a print ad would be something like where a full-page ad in a
newspaper shows an innocent young girl and her doll being attacked by germs from the
drain or toilet and how the good smell of Lysol keeps her safe.
Although Lysol advertises its products through all forms of media, the company
specializes in touting its superb efficacy against a variety of nasty germs which can cause
illness. Its message incorporates the concept that it is the brand for when you are worried
about more than just everyday dirt.
Value and Lifestyle Segmentation
The challenge for Lysol is to segment the markets to understand where and how
Lysol fit best, and how it could be differentiated and positioned accordingly. Lysol was
originally marketed towards feminine hygiene, but in the 1920s began to expand in the
marketplace by marketing towards people's fears of germs and disinfecting. It changed from
being a feminine hygiene product to a consumer household product, related more towards
killing germs, which is why Lysol today stands out as one of the top brands used in
households today. Lysol was an inexpensive household disinfectant that was sold
everywhere from drug stores to hardware stores (Datta et al., 2017).

Figure 2
Lysol- Kills germs in dark corners
 Lysol 8

Note. Reckitt Benckiser Group PLC. (1955). Lysol- Kills germs in dark corners
[Advertisement]. In The New York Times (1 ed., p. 5).

Lysol advertised itself as a solution to kill germs and help parents protect their
children from the spread of diseases. This brand-building campaign changed the perception,
attitude, and purchase decision on Lysol which is an interesting example of marketing and
psychographic segmentation.
In simple terms, psychographic segmentation is a term that means marketing based
on psychology instead of demographics. A good example is Starbuck and their frappucinos.
They put out an advertisement which said, “For non-coffee drinkers who still want to
socialize”. This catered to people who are not so interested in coffee and would go the
frappucinos. By doing this they diversify the options for their consumers.
Conclusion
Market research is the key driver of business growth as it helps brands, businesses
and organizations to get a better understanding of their current conditions, challenges and
market presence. The study on Lysol proves how important product marketing is.
 Lysol 9

References
Boumphrey, S. (2020). How will consumer markets evolve after Coronavirus. Euromonitor
International.
Czinkota, M. R., Kotabe, M., Vrontis, D., & Shams, S. M. (2021). Market Segmentation,
Positioning, and Branding. In Marketing Management (pp. 283-340). Springer, Cham.
Das, G., Jain, S. P., Maheswaran, D., Slotegraaf, R. J., & Srinivasan, R. (2021). Pandemics
and marketing: insights, impacts, and research opportunities. Journal of the
Academy of Marketing Science, 49(5), 835-854.
Datta, H., Ailawadi, K. L., & Van Heerde, H. J. (2017). How well does consumer-based brand
equity align with sales-based brand equity and marketing-mix response?. Journal of
Marketing, 81(3), 1-20.
Gedge, L. M., Hollingsworth, A. L., & Suchmann, D. B. (2019). New disinfectants for
inactivation and disinfection of Pseudomonas aeruginosa: Comparison with market
leaders. Journal of Bacteriology & Mycology: Open Access, 7(3), 55-60.
Grignani, E., Mansi, A., Cabella, R., Castellano, P., Tirabasso, A., Sisto, R., ... & Tranfo, G.
(2021). Safe and effective use of ozone as air and surface disinfectant in the
conjuncture of Covid-19. Gases, 1(1), 19-32.
 Lysol 10

Klean Zwilling, J. M. (2017). Euphemistic rhetoric in advertising during the Comstock era:
The importance of persona and cultural context in the Lysol case (Doctoral
dissertation, University of Illinois at Urbana-Champaign).
Knust, M. A., da Silva, K. F. T., de Souza, H. A. N., de Cantuária, J. S. C. L., Correia, L. M.,
Neto, M., & Porto, F. (2021). The use of Lysol in Spanish Influenza post-pandemic
times. Revista de Enfermagem Referência, (8).
Milner, J. G. (2017). Sunlight and Other Disinfectants. Food and Drug Law Journal, 72(1),
141-188.
Pavenkov, O., & Rubtcova, M. (2019, February). Integrated Marketing Communications:
Factors and Elements. In IRF-International Conference on Business Management
and Social Science (ICBMSS-2019). Puri, Odisha, India (Vol. 16).
Reckitt Benckiser Group PLC. (1937). You can Trust Lysol [Advertisement]. In The New
York Times (1st ed., pp. 9–10).
Reckitt Benckiser Group PLC. (1955). Lysol- Kills germs in dark corners [Advertisement]. In
The New York Times (1 ed., p. 5).
Song, X., Vossebein, L., & Zille, A. (2019). Efficacy of disinfectant-impregnated wipes used
for surface disinfection in hospitals: a review. Antimicrobial Resistance & Infection
Control, 8(1), 1-14.
Uddowla, S., Clarkson, A., Ziegler, S., & Wilson, D. E. (2016). Evaluation of EARTH
SENSE® Neutral Disinfectant Detergent as an alternative to MICRO-CHEM PLUS™
Detergent Disinfectant for use in BSL-4 laboratories using vesicular stomatitis virus
as a surrogate. Applied Biosafety, 21(1), 19-25.
Zaman, N. Q., Huan, V. Y., Yaacof, N., & Yusoff, S. (2017). Comparison between Use of
Lysol and Effective Microorganism to Manage Odour at Municipal Waste Transfer
Station. Journal of Physical Science, 28(3), 41-51.
Zhang, P. (2021). SWOT Analysis of Disinfection Products under the New Crown Epidemic.
In E3S Web of Conferences (Vol. 253, p. 01046). EDP Sciences.