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.