This document summarizes a promotional campaign carried out by Market Men for Dettol Liquid Hand Wash and Dettol No Touch Hand Wash System. Market Men representatives set up product demonstration units at 24 outlets of Spencer in Delhi, Mumbai, and Bengaluru to educate consumers on the benefits of hand washing with Dettol products. Representatives approached customers, especially parents and kids, to demonstrate how to use the hand wash products and generate product trials. The goal was to create awareness of Dettol's hygiene benefits and boost sales. For Dettol No Touch, the campaign also offered on-the-spot purchase discounts following demonstrations of its touchless operation. The month-long promotions were considered successful in communicating Dettol's brand messages and generating sales

1. DETTOL CAMPAIGN –
MODERN TRADE PROMOTION

2. l PHASE :
Dettol Liquid Hand wash activation

3. Market Men carried out
various activities at Mumbai,
Delhi & Gurgaon to generate
trials, create awareness and
educate people to use DETTOL
HANDWASH to keep their
family healthy.

4. PRODUCT
Dettol Liquid Hand Wash System
MODE OF PROMOTION
Product Trials and Demonstration
TOUCH POINTS
24 outlets of Spencer at Delhi, Mumbai and Bengaluru.

5. OBJECTIVE
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.
TARGET GROUP
Kids and their Parents(especially mothers).
Sec A , Sec B
Upper middle class families, Middle class families.
DURATION OF THE ACTIVITY
One month
Timings: 10. 00 am to 8.30 pm*

6. TEAM REQUIREMENT
Promoter-1- At the demonstration
unit.
Promoter2- To interact with the
parents, Kids.
Helper-To ensure the assistance in
regard to unit’s smooth functioning.
Supervisor-To check quality calls,
take care of stocks and to track the
entire functioning of the activity.

7. Positioning
• The activation was on
key lines
DETTOL Hand Wash
System to keep you and
your family healthy

9. ACTIVATION SET UP
DETTOL HAND WASH
5ft x 5ft
set up

10. CONCEPT
PLAY WITH CLAY
 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..

11. ACTIVITY FLOW
Pre activity
• Scrutinizing the most visited Modern
trade outlets.
• Planning/permissions for the venue as
per to the footfalls.
• Fabrication of Demonstration unit.
• Allocating the most visible corner for
setting the standalone.
• Setting the Manpower.
• Providing the product, required
elements.
Activity
• The Promoters ensured the attention of
visitor-parents/kids towards the
Demonstration unit. They use to go to
visitor, detailing about the product and
its’ advantages.
• The promoters put a band across the
wrist of the mother and the kid and show
them the way towards the unit.
• They encouraged Kids at unit to play the
CLAY game and then sample the product.
• Parents/Kids washed their hands with
Dettol Liquid hand wash at unit and
experienced the germ free hands on the
spot.
• Then, Promoters collected detail of the
visitor and ensued data generation.

12. A give away for kids to participate

13. DELIVERABLES
• The right message was communicated to the TG.
• …..visitors participated from all over the cities.
• Data generation of approx. 2000.
• Time-lines and deadlines were be maintained.
• Activity flow and the route plan as per the brief will be strictly followed.

14. II series of activation
DETTOL NO TOUCH HAND WASH SYSTEM
activation with Floor standing unit

16. PRODUCT
Dettol NO TOUCH Hand Wash System.
OBJECTIVE
• Educate the new arrival of NO TOUCH DETTOL HAND WASH SYSTEM.
• Accentuating the need for Hand washing which is vital, particularly to mothers,
who maintains personal and family hygiene.
MISSION
• Unique positioning for DETTOL NO TOUCH hand wash system, reaching Middle
class and Upper Middle class who are potential to afford Rs. 450 when the matter
concerns hygiene.
• Scaling the standards: One step higher for Hygiene. for those who takes extra care.
MODE OF PROMOTION:
• Sampling and sales conduction Modern trade outlets.

17. DURATION OF THE ACTIVITY
One month
Timings: 10. 00 am to 8.30 pm*
TOUCH POINTS
25 outlets of Spencer at Delhi, Mumbai and Bengaluru.
Idea
Typically when consumers walk out from shopping, they would have collected
a lot of germs from picking up products which hundreds of people have
already touched.

18. Activation stage and Demo

19. CONCEPT
demonstration unit and Sales
• DETTOL NO TOUCH WASH displayed on a demonstration unit with Dettol branding
on it.
• The promoter along with 2 supervisors, approached the customers , educated
them about the new arrival of Dettol no touch hand wash system and offered to
try out new Dettol NO TOUCH.
• After trial, the customers were provided offered on-the-spot buying offer.

20. RESPONSE
• The activity received tremendous response across the city.
• It encouraged on-the-spot sales followed by rise in further sales.

21. • THANK YOU
• By Market Men