PROMOTIONAL STRATEGIES OF DETTOLDettol Surakshit Parivar initiative on, Reckitt Benckiser will target newmothers, schools and hospitals in six metros - Delhi, Mumbai, Kolkata,Chennai, Bangalore and Hyderabad.The programme will mean getting in touch with 1.2 millionnew mothers, 300,000 students and 250 hospitals acrossthe countryReckitt Benckiser aims to target those who are mostvulnerable to infections. Thus, new mothers will be presentedwith a vaccination chart with tips on how to keep the new-born and itssurroundings germ-free, along with a free bottle of Dettol antiseptic.
Contd.School students will be educated in theimportance of washing their hands before eating.The hospital programme will mean reaching out to hospitals and nursing homes where programmes will be conducted with nurses and staff to keep the environment germ-free. Health messages on first-aid and immunisation will also bedisplayed.
Way of adVertising Print Media-Newspaper-Hoardings electronic Media-TV Commercial
THE SEGMENT Demographic –Literate PeopleConsumption depend upon family• GeographicUrban- High ConsumptionRural- Low Consumption
The Targeting They targeted first aid use in households in urban areas They are targeting literate people Many hospitals and clinics use it for secondary purpose in semi-urban areas and small towns. Mothers use it for washing households clothes.
The Positioning Tag line- “Always Stay Protected” Dettol covers whole segments in terms of age, gender, and geographical area Packaging “green and white” associated with Hospitals and clinics Has 83% share in market
Competitors In liquids In soaps In hand wash liquid