PRESENTATIONON

DETTOLSUBMITTED BY;-

HILAL AHMAD MIR

ROLL NO.21

IMBA

SUBMITTED TO:-

Mr. GORAV Sir

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”

Communication tactics

Straight sellingHealth care programs.

Demonstration.

Surprise gift.Free

distribution of trial pack

Television channels

Indian Channels

Star Plus

Sony

Zee tv

Pakistani Channels

Ptv, Hum tv

Geo

ARY, Indus vision

Campaigns

Apka Dettol kiakrta h

Dettol ka Tarana h Pakistan bachana

h

Shik shik

Mission for health

Saaf hai to safe hai

Our message to all

Saath mein Dettol hain to ‘AAP’ 100% Surakshit hain…

Sales Promotion

the set of marketing activities undertaken to boost sales of the product or service.

Types of sales promotion

• Consumer sales promotion

• Trade Promotion

• Business-Business promotion

• Sales persons promotion

Tools of sales promotion

Promotional strategies of Dettol

1. Focusing on building the power brands in high growth categories

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

2. Geographic expansion of the portfolio

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

5. Continues innovations..

Took the role of ‘protector from germs’ in every situation.

Used by consumers for

Bathing Moping Shaving

Used in hospitals for

First aid Cleaning wards

Dettol launched in 1939

Anticeptic soap Cuts and wounds

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

Consumer sales promotion

1. Campaigns

2. Internet marketing

3. Lucky draws (mobile promo)

4. Price offs

5. Banded offers

6. Quantity deals

7. Consumer contests

8. Gifts

1. Campaigns

• Dettol’s initiative: hand washing campaign for kids

Trade promotion

They are basically done for distributers in order to push the sales through margins and discounts

Personal Selling

Personal selling involves selling through

a person-to-person communication process

Dettol personal selling

Personal Selling

RetailersDoor to

Door selling

• 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 Care (2005)-

• Towards Personal, Social and Health Education - Key Stage Two (2002)

• Hospital Infection Control - principles and practices (2000)

BOOKLET

CD-ROMS

CATALOGS

MANUALS

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.

TARGET GROUP Kids and their Parents (esp. mothers).

SEGMENTUpper middle class families, Middle

class families.

DURATIONOne month

CONCEPT PLAY

RESPONSE The activity received tremendous

response across the city. It encouraged on-the-spot sales

followed by rise in further sales.