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Dettol
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Dettol

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Integrated marketing tools adopted by dettol

Integrated marketing tools adopted by dettol

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  • The brand Dettol was launched in India in 1933 in the Antiseptic liquid form as a treatment forcuts and wounds. For almost the first 50 years, Dettol was present only as an antiseptic liquid. Althoughit was being used in hospitals and nursing homes for first aid and disinfectant uses like cleaning wards,washing linen, etc. Consumers were also using it for bathing, mopping, shaving and other secondarypurposes. While it started its journey as the ‘cuts and wounds’ brand in the country, over the years ithad taken over the role of ‘protector from germs’ in every situation.
  • The second characteristic is its amber gold color. The third is the ‘clouding’ effect that appearswhen it is added to water.Dettol’s packaging is distinct in its very own way. The green & white colours are associated withhospitals. All Dettol products have a sword on the pack, which is a symbol for fighting germs andinfection. Over the years, the clouding action and the sword have become synonymous with the brandand have been creatively used in Dettol advertising
  • , since they cannot afford to pay for advertisements on television and often do not have the brand recognition of larger firms.
  • PRODUCTDettol Liquid Hand Wash System MODE OF PROMOTIONSProduct Trials and Demonstration TOUCH POINTS 24 key outlets in Mumbai 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.
  • PROPOSITION:Hygiene is prior for you and your family…………………… CONCEPT PLAY A brand activator, positioned inside the store to initiate the discussion with the parents. First promoter explained and convinced the parents about DETTOL Liquid hand wash and interesting activity that they and their kids should be a part of. To participate in the activity, the parent and the kid visited the kiosk together, wherein the kids participated in the contest. They had to create a clay model of his favorite animal. The kid was given a branded hand band. Finally, the kids were made to wash their hands with DETTOL LIQUID HAND WASH.It opportune the parents as well as Kids to experience the Dettol Hand Wash and understand Brand Quality..
  • In these press releases the company keeps on updating about any new information about their product. For example the recent innovations in Dettol were being highlighted in various years as follows. These releases are arranged chronologically. Such activities are conducted to inform consumers about their new or upcoming product launches in the market
  • Dettol marketing team is not only utilizing all tools effectively but it also deserves credit because they are very purposefully integrating these tools
  • Transcript

    • 1. Group Members • • • • Iqra Sarfraz Anam Sajid Zunaira Ghafoor Amna Khan
    • 2. 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”
    • 3. Advertising Presented By: Iqra sarfraz MBIIM-13-22
    • 4. Communication tactics Straight selling Health care programs. Surprise gift. Demonstration. Free distribution of trial pack
    • 5. Tag line- Be 100% sure
    • 6. Advertising tools Marketing communication Methodologies TVC’s Print Media Radio
    • 7. Television channels Indian Channels Pakistani Channels Star Plus Ptv, Hum tv Sony Geo Zee tv ARY, Indus vision
    • 8. Television ads Summer Ads
    • 9. Cont… • Monsoon Advertisement
    • 10. Cont… • Winter Ads
    • 11. Famous Celebrities Mehreen Raheel Sabreen Hisbani
    • 12. Cont… Shahid Afradi Sanam Baloch
    • 13. Cont… Nadia Khan
    • 14. Advertising Appeals Emotional & logical Dettol ka trana h, Pakistan bachana h
    • 15. Campaigns Apka Dettol kia krta h Mission for health Shik shik Dettol ka Tarana h Pakistan bachana h Saaf hai to safe hai
    • 16. Radio
    • 17. Print Advertisement
    • 18. News Paper Pakistan • Dawn • The NEWs • Nawai-Waqt India • The Hindu
    • 19. Magazine Saheli Health Care
    • 20. Media budget • Star plus- Rs 129600000 • Sony entertainmentRs 129600000 TV Radio • Radio Mirchi-Rs 300000 • Saheli- Rs 80000 • Healthcare- Rs 40000 Magazine
    • 21. Our message to all Saath mein Dettol hain to ‘AAP’ 100% Surakshit hain…
    • 22. Sales Promotion Presented By: Anam Sajid MBIIM-13-23
    • 23. Sales Promotion the set of marketing activities undertaken to boost sales of the product or service.
    • 24. Types of sales promotion • • • • Consumer sales promotion Trade Promotion Business-Business promotion Sales persons promotion
    • 25. Tools of sales promotion
    • 26. Promotional strategies of Dettol 1. Focusing on building the power brands in high growth categories
    • 27. 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
    • 28. 2. Geographic expansion of the portfolio
    • 29. Cont.. 3. Higher investment in brand building 4. Margin expansion and cash conversion to fund reinvestment in core brands and to grow returns to shareholders
    • 30. 5. Continues innovations.. Dettol launched in 1939 Anticeptic soap Cuts and wounds Used in hospitals for First aid Cleaning wards Used by consumers for Bathing Moping Took the role of ‘protector from germs’ in every situation. Shaving
    • 31. 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
    • 32. Consumer sales promotion 1. 2. 3. 4. 5. 6. 7. 8. Campaigns Internet marketing Lucky draws (mobile promo) Price offs Banded offers Quantity deals Consumer contests Gifts
    • 33. 1. Campaigns • Dettol’s initiative: hand washing campaign for kids
    • 34. Dettol collaborates with PPA and ICSP to launch its ‘Mission for Health’
    • 35. Dettol worriers movie 2013
    • 36. 2. Internet marketing Dettol India – Mind Champions Facebook Campaign Review
    • 37. 3. Facebook fan pages
    • 38. 4. Price offs on internet
    • 39. 5. Banded Offer
    • 40. 6. Quantity deals
    • 41. 7. Consumer contest
    • 42. Lucky draws (mobile promo)
    • 43. Cont…
    • 44. Inbound Gifts
    • 45. Personal selling and Trade promotions Zunaira Ghafoor Roll # 29
    • 46. Trade promotion They are basically done for distributers in order to push the sales through margins and discounts
    • 47. Tools used by Dettol Point of sale material
    • 48. Cont… Dealer discounts
    • 49. Dealers Gifts
    • 50. Cooperative Advertising
    • 51. Personal Selling Personal selling involves selling through a person-to-person communication process
    • 52. Dettol personal selling Personal Selling Retailers Door to Door selling
    • 53. Retailers
    • 54. Door to Door Selling
    • 55. AMNA KHAN Roll#35
    • 56. DIRECT MARKETING
    • 57. • 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
    • 58. BOOKLET CD-ROMS • Good Hygiene in Practice• Visual Resource for Mother and Child Health Care (2005)- CATALOGS • Towards Personal, Social and Health Education - Key Stage Two (2002) MANUALS • Hospital Infection Control - principles and practices (2000)
    • 59. 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.
    • 60. TARGET GROUP Kids and their Parents (esp. mothers). SEGMENT Upper middle class families, Middle class families. DURATION One month CONCEPT PLAY RESPONSE The activity received tremendous response across the city. It encouraged on-the-spot sales followed by rise in further sales.
    • 61. Media Relations • Events
    • 62. DETTOL Training
    • 63. Press releases Heading 2013 Reckitt Benckiser Launches Dettol Kitchen Gel - Sify.com Dettol gets help from kitchen hygiene study - First Post Reckitt Benckiser launches Dettol Kitchen Gel - The Economic Times Dettol reached out to 14 lakhs students in a nationwide Healthy Hand Wash Program Sify.com Feb' 13 Feb' 13 Feb' 13 Jan' 13 2012 Dettol enters bodywash segment Keep your kitchen clean to stay away from diseases Is your home clean Use antispetic liquids to reduce surface disinfection in homess Hygiene solutions for the monsoon season Reckitt Benckiser launched new Dettol Reckitt Benckiser launched Dettol Re-energized soap Family Soap Dettol with orange fragrance Dettol launched No Touch Handwash Dettol No-Touch Handwash System Latest Hand wash Reckitt Benckiser's 'Dettol Re-energize' Soap Dec' 12 Sep' 12 Sep 12 Sep' 12 Sep' 12 Feb' 12 Feb' 12 Feb' 12 Feb' 12 Jan' 12 Jan' 12 Jan' 12 Jan' 12
    • 64. 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.
    • 65. Internet marketing
    • 66. Through Website
    • 67. Through Fun games:
    • 68. Through Online tutorials’:
    • 69. Various useful information and helpful tips are provided to the customers on important topics like health safety free of cost.
    • 70. Cont…. • Information about new products Hygiene surveys & Global hygiene counsel
    • 71. 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.”
    • 72. 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

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