dettol's journey

1. Dettol
Presented by:
Iqra sarfraz .

2. Our Brand for today
`
Mission for health
Dettol

3. Salient Features

4. Company

5. Background:
Launched
in India 1933
50 years present as anticeptic
liquid
Celebrate platinum jubliee in
2008

6. Logo

7. Tag line- Be 100% sure

8. Market share
 Capture
85% Market
Market
Share
(Value)
2005
2006
2007
Dettol
86%
85%
84%
Savlon
13%
13%
13%
Suthol
0
0
0

9. Cont…

11. Product Line

12. Soap
Hand sanitiser

13. Shaving kit
Liquid dish wash

18. Segmentation
Age:
Demographic
Gender:
Male,Female
18-45
Psychographic
Lifestyle
Self concept
Behavioural
User status
Usage rate

19. Target Market
Middle class
Upper Middle class

20. Repositioning
 Re-energize
soaps

21. Repositioning

22. Channels
Distributor
Wholesaler
Retailer

23. Competition

25. Advertising tools
Marketing communication
Methodologies
TVC’s
Print Media
Consumer
Promotions

26. Television Ads
 Dettol
spend 60% on TVC’s

27. Cont…
 Summer
Ads

28. Cont…
 Monsoon
Advertisement

29. Cont…
 Winter
Ads

30. Famous Celebrities
Mehreen Raheel

31. Cont…
Sabreen Hisbani

32. Cont…
Shahid Afradi

33. Cont…
Sanam Baloch

34. Cont…
Nadia Khan

35. Advertising Appeals
Emotional & logical
Dettol ka trana h,
Pakistan bachana
h

36. Sales Promotion
Banded Offer

37. Cont…
Quantity deals

38. Cont…
Consumer contest

39. Safety
First Aid
100%
secure
Care
Benefits of Dettol
Infection
Germ free
Healthy
Smell

40. Campaigns
Mission for
health
Dettol ka
Tarana h
Pakistan
bachana h
Apka Dettol
kia krta h
Shik shik