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
Short Intro of Dettol
• Trade name for a line of hygiene
• since 1950s
“We do more not just because we
can, but because we must”
Promotional strategies of Dettol
1. Focusing on building the power brands in high growth
• 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
3. Higher investment in brand building
4. Margin expansion and cash conversion to
fund reinvestment in core brands and to grow
returns to shareholders
5. Continues innovations..
Dettol launched in 1939
Cuts and wounds
Used in hospitals for
Used by consumers for
Took the role of ‘protector from germs’ in every situation.
• 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
• 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
• Towards Personal, Social and Health Education
- Key Stage Two (2002)
• Hospital Infection Control - principles and
• To educate consumers on
the benefits of Liquid Hand
• To create a positive image
about the product and its’
• To initiate trials and sample
• To make visitor experience
the product. To push sales.
Kids and their Parents (esp. mothers).
Upper middle class families, Middle
The activity received tremendous
response across the city.
It encouraged on-the-spot sales
followed by rise in further sales.
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
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
Dettol with orange fragrance
Dettol launched No Touch Handwash
Dettol No-Touch Handwash System
Latest Hand wash
Reckitt Benckiser's 'Dettol Re-energize' Soap
• 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
Various useful information and
helpful tips are provided to
the customers on important
topics like health safety free
• Information about new products
Hygiene surveys & Global hygiene counsel
Integration of Tools:
The answer to this
question lies here:
What is the core message of
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
• Good brand image deep into the minds of
different age groups of people.
Concepts literature review in the context of
• Cross-functional process
• In reference to India
• Dettol due to its certification received from
different medical associations stays as a
long term product satisfaction