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Integrated marketing tools adopted by dettol
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GROUP # 1
Group Members
• Iqra Sarfraz• Anam Sajid• Zunaira Ghafoor• Amna Khan
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”
Advertising
Presented By: Iqra sarfraz MBIIM-
13-22
Communication tactics
Straight selling Health care programs. Demonstration.
Surprise gift.Free
distribution of trial pack
Tag line- Be 100% sure
Marketing communication Methodologies
Adve
rtisi
ng to
ols
TVC’s
Print Media
Radio
Television channels
Indian Channels
Star Plus
Sony
Zee tv
Pakistani Channels
Ptv, Hum tv
Geo
ARY, Indus vision
Summer Ads
Television ads
Cont…
• Monsoon Advertisement
Cont…
• Winter Ads
Famous Celebrities
Mehreen Raheel
Sabreen Hisbani
Cont…
Shahid Afradi Sanam Baloch
Cont…
Nadia Khan
Advertising AppealsEmotional & logical
Dettol ka trana h,Pakistan bachanah
CampaignsApka Dettol kia
krta h
Dettol ka Tarana h Pakistan bachana
h
Shik shik
Mission for health
Saaf hai to safe hai
Radio
• Lahore• KarachiPakistan
• Radio Mirchi 98.3 FM
• Hello KolkataIndia
Print Advertisement
News Paper
Pakistan• Dawn• The NEWs • Nawai-Waqt
India• The Hindu
Magazine
Saheli Health Care
Media budget
• Star plus- Rs 129600000
• Sony entertainment- Rs 129600000
TV
• Radio Mirchi-Rs 300000
Radio• Saheli- Rs 80000• Healthcare- Rs
40000
Magazine
Our message to all
Saath mein Dettol hain to ‘AAP’ 100% Surakshit hain…
Sales Promotion
Presented By: Anam Sajid MBIIM-13-23
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 building4. 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 forBathing Moping Shaving
Used in hospitals for First aid Cleaning wards
Dettol launched in 1939Anticeptic 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. Campaigns2. Internet marketing3. Lucky draws (mobile promo)4. Price offs 5. Banded offers6. Quantity deals7. Consumer contests 8. Gifts
1. Campaigns
• Dettol’s initiative: hand washing campaign for kids
Dettol collaborates with PPA and ICSP to launch its ‘Mission for Health’
Dettol worriers movie 2013
2. Internet marketing Dettol India – Mind Champions Facebook
Campaign Review
3. Facebook fan pages
4. Price offs on internet
5. Banded Offer
6. Quantity deals
7. Consumer contest
Lucky draws (mobile promo)
Cont…
Inbound Gifts
Personal selling and Trade promotions
Zunaira GhafoorRoll # 29
Trade promotion
They are basically done for distributers in order to push the sales through margins and discounts
Tools used by Dettol
Point of sale
material
Cont…
Dealer discounts
Dealers Gifts
Cooperative Advertising
Personal Selling
Personal selling involves selling through a person-to-person communication process
Dettol personal selling
Personal Selling
Retailers Door to Door selling
Retailers
Door to Door Selling
AMNA KHANRoll#35
DIRECT MARKETING
• 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.
• Events
Media Relations
DETTOLTraining
Press releasesHeading 2013
Reckitt Benckiser Launches Dettol Kitchen Gel - Sify.com Feb' 13Dettol gets help from kitchen hygiene study - First Post Feb' 13Reckitt Benckiser launches Dettol Kitchen Gel - The Economic Times Feb' 13Dettol reached out to 14 lakhs students in a nationwide Healthy Hand Wash Program - Sify.com
Jan' 13
2012 Dettol enters bodywash segment Dec' 12Keep your kitchen clean to stay away from diseases Sep' 12Is your home clean Sep 12Use antispetic liquids to reduce surface disinfection in homess Sep' 12Hygiene solutions for the monsoon season Sep' 12Reckitt Benckiser launched new Dettol Feb' 12Reckitt Benckiser launched Dettol Re-energized soap Feb' 12Family Soap Feb' 12Dettol with orange fragrance Feb' 12Dettol launched No Touch Handwash Jan' 12Dettol No-Touch Handwash System Jan' 12Latest Hand wash Jan' 12Reckitt Benckiser's 'Dettol Re-energize' Soap Jan' 12
Press conferences
• 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 dettol.
Internet marketing
Through Website
Through Fun games:
Through Online tutorials’:
Various useful information and helpful tips are provided to the customers on important topics like health safety free
of cost.
Cont….
• Information about new productsHygiene surveys & Global hygiene counsel
Integration of Tools:
The answer to this question lies here:
What is the core message of Dettol campaigns? 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 COMES FIRST.”
Conclusion:
• Reputation, • Good brand image deep into the minds of
different age groups of people. Concepts literature review in the context of
Dettol. • Cross-functional process• In reference to India• Dettol due to its certification received from
different medical associations stays as a long term product satisfaction
QUESTION???