GROUP # 1

Group Members

• Iqra Sarfraz• Anam Sajid• Zunaira Ghafoor• Amna Khan

Short Intro of Dettol

• Trade name for a line of hygiene products

• since 1950s

“We do more not just because we can, but because we must”

Advertising

Presented By: Iqra sarfraz MBIIM-

13-22

Communication tactics

Straight selling Health care programs. Demonstration.

Surprise gift.Free

distribution of trial pack

Tag line- Be 100% sure

Marketing communication Methodologies

Adve

rtisi

ng to

ols

TVC’s

Print Media

Radio

Television channels

Indian Channels

Star Plus

Sony

Zee tv

Pakistani Channels

Ptv, Hum tv

Geo

ARY, Indus vision

Summer Ads

Television ads

Cont…

• Monsoon Advertisement

Cont…

• Winter Ads

Famous Celebrities

Mehreen Raheel

Sabreen Hisbani

Cont…

Shahid Afradi Sanam Baloch

Cont…

Nadia Khan

Advertising AppealsEmotional & logical

Dettol ka trana h,Pakistan bachanah

CampaignsApka Dettol kia

krta h

Dettol ka Tarana h Pakistan bachana

h

Shik shik

Mission for health

Saaf hai to safe hai

Radio

• Lahore• KarachiPakistan

• Radio Mirchi 98.3 FM

• Hello KolkataIndia

Print Advertisement

News Paper

Pakistan• Dawn• The NEWs • Nawai-Waqt

India• The Hindu

Magazine

Saheli Health Care

Media budget

• Star plus- Rs 129600000

• Sony entertainment- Rs 129600000

TV

• Radio Mirchi-Rs 300000

Radio• Saheli- Rs 80000• Healthcare- Rs

40000

Magazine

Our message to all

Saath mein Dettol hain to ‘AAP’ 100% Surakshit hain…

Sales Promotion

Presented By: Anam Sajid MBIIM-13-23

Sales Promotion

the set of marketing activities undertaken to boost sales of the product or service.

Types of sales promotion

• Consumer sales promotion• Trade Promotion• Business-Business promotion• Sales persons promotion

Tools of sales promotion

Promotional strategies of Dettol

1. Focusing on building the power brands in high growth categories

Cont...

• Overall soap market is grown by 10% while the antibacterial segment is grown by 7%

• Hence there is a lot of potential in the market for the growth and additional brand penetration and brand building

2. Geographic expansion of the portfolio

Cont..

3. Higher investment in brand building4. Margin expansion and cash conversion to

fund reinvestment in core brands and to grow returns to shareholders

5. Continues innovations..

Took the role of ‘protector from germs’ in every situation.

Used by consumers forBathing Moping Shaving

Used in hospitals for First aid Cleaning wards

Dettol launched in 1939Anticeptic soap Cuts and wounds

Dettol communication • Dettol’s communication in the initial years

was via medical detailing material, print advertisement in popular press and medical journals. This was followed by TV advertisements centered on first aid application for many year

Consumer sales promotion

1. Campaigns2. Internet marketing3. Lucky draws (mobile promo)4. Price offs 5. Banded offers6. Quantity deals7. Consumer contests 8. Gifts

1. Campaigns

• Dettol’s initiative: hand washing campaign for kids

Dettol collaborates with PPA and ICSP to launch its ‘Mission for Health’

Dettol worriers movie 2013

2. Internet marketing Dettol India – Mind Champions Facebook

Campaign Review

3. Facebook fan pages

4. Price offs on internet

5. Banded Offer

6. Quantity deals

7. Consumer contest

Lucky draws (mobile promo)

Cont…

Inbound Gifts

Personal selling and Trade promotions

Zunaira GhafoorRoll # 29

Trade promotion

They are basically done for distributers in order to push the sales through margins and discounts

Tools used by Dettol

Point of sale

material

Cont…

Dealer discounts

Dealers Gifts

Cooperative Advertising

Personal Selling

Personal selling involves selling through a person-to-person communication process

Dettol personal selling

Personal Selling

Retailers Door to Door selling

Retailers

Door to Door Selling

AMNA KHANRoll#35

DIRECT MARKETING

• A form of advertising in which physical marketing materials are provided to consumers in order to communicate information about a product or service.

• Direct marketing does not involve advertisements placed on the internet, on television or over the radio. Types of direct marketing materials include catalogs, mailers and fliers.

• It removes the "middle man" from the promotion process, as a company's message is provided directly to a potential customer. This type of marketing is typically used by companies with smaller advertising budgets

• Good Hygiene in Practice-

• Visual Resource for Mother and Child Health Care (2005)-

• Towards Personal, Social and Health Education - Key Stage Two (2002)

• Hospital Infection Control - principles and practices (2000)

BOOKLET

CD-ROMS

CATALOGS

MANUALS

Demonstration Activity

• To educate consumers on

the benefits of Liquid Hand wash

• To create a positive image

about the product and its’ USP

• To initiate trials and sample

the products

• To make visitor experience the product. To push sales.

TARGET GROUP Kids and their Parents (esp. mothers).

SEGMENTUpper middle class families, Middle class

families.

DURATIONOne month

CONCEPT PLAY

 RESPONSE The activity received tremendous

response across the city. It encouraged on-the-spot sales followed

by rise in further sales.

• Events

Media Relations

DETTOLTraining

Press releasesHeading 2013 

Reckitt Benckiser Launches Dettol Kitchen Gel - Sify.com Feb' 13Dettol gets help from kitchen hygiene study - First Post Feb' 13Reckitt Benckiser launches Dettol Kitchen Gel - The Economic Times Feb' 13Dettol reached out to 14 lakhs students in a nationwide Healthy Hand Wash Program - Sify.com

Jan' 13

2012 Dettol enters bodywash segment Dec' 12Keep your kitchen clean to stay away from diseases Sep' 12Is your home clean Sep 12Use antispetic liquids to reduce surface disinfection in homess Sep' 12Hygiene solutions for the monsoon season Sep' 12Reckitt Benckiser launched new Dettol Feb' 12Reckitt Benckiser launched Dettol Re-energized soap Feb' 12Family Soap Feb' 12Dettol with orange fragrance Feb' 12Dettol launched No Touch Handwash Jan' 12Dettol No-Touch Handwash System Jan' 12Latest Hand wash Jan' 12Reckitt Benckiser's 'Dettol Re-energize' Soap Jan' 12

Press conferences

• To aware public and media about the diseases from which customer can be protected by adopting simple measures

• Different guidelines by Hygiene council are shared and spread to emphasize people to use dettol.

Internet marketing

Through Website

Through Fun games:

Through Online tutorials’:

Various useful information and helpful tips are provided to the customers on important topics like health safety free

of cost.

Cont….

• Information about new productsHygiene surveys & Global hygiene counsel

Integration of Tools:

The answer to this question lies here:

What is the core message of Dettol campaigns? Without any questions it is evident i.e. “Health”.

This message is very clear from their TVC’S particular in the add of Mahnoor Balouch it is focused that “HEALTH AND HYGIENE ALWAYS COMES FIRST.”

Conclusion:

• Reputation, • Good brand image deep into the minds of

different age groups of people. Concepts literature review in the context of

Dettol. • Cross-functional process• In reference to India• Dettol due to its certification received from

different medical associations stays as a long term product satisfaction

QUESTION???