Dettolimc hilal mir kanterbugh gund
- 1. PRESENTATION ON DETTOL SUBMITTED BY;- HILAL AHMAD MIR ROLL NO.21 IMBA SUBMITTED TO:- Mr. GORAV Sir
- 2. 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”
- 3. Communication tactics Straight selling Health care programs. Demonstration. Surprise gift. Free distribution of trial pack
- 4. Television channels Indian Channels Star Plus Sony Zee tv Pakistani Channels Ptv, Hum tv Geo ARY, Indus vision
- 5. Campaigns Apka Dettol kia krta h Dettol ka Tarana h Pakistan bachana h Shik shik Mission for health Saaf hai to safe hai
- 7. Our message to all Saath mein Dettol hain to ‘AAP’ 100% Surakshit hain…
- 8. Sales Promotion the set of marketing activities undertaken to boost sales of the product or service.
- 9. Types of sales promotion • Consumer sales promotion • Trade Promotion • Business-Business promotion • Sales persons promotion
- 10. Tools of sales promotion
- 11. Promotional strategies of Dettol 1. Focusing on building the power brands in high growth categories
- 12. 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
- 13. 2. Geographic expansion of the portfolio
- 14. 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
- 15. 5. Continues innovations.. Dettol launched in 1939 Anticeptic soap Cuts and wounds Used in hospitals for First aid Cleaning wards Used by consumers for Bathing Moping Shaving Took the role of ‘protector from germs’ in every situation.
- 17. 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
- 18. 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
- 19. 1. Campaigns • Dettol’s initiative: hand washing campaign for kids
- 20. Trade promotion They are basically done for distributers in order to push the sales through margins and discounts
- 21. Personal Selling Personal selling involves selling through a person-to-person communication process
- 22. Dettol personal selling Personal Selling Retailers Door to Door selling
- 23. • 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
- 24. • 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
- 25. 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.
- 26. TARGET GROUP Kids and their Parents (esp. mothers). SEGMENT Upper middle class families, Middle class families. DURATION One month CONCEPT PLAY RESPONSE The activity received tremendous response across the city. It encouraged on-the-spot sales followed by rise in further sales.
Editor's Notes
- #16: The brand Dettol was launched in India in 1933 in the Antiseptic liquid form as a treatment for cuts and wounds. For almost the first 50 years, Dettol was present only as an antiseptic liquid. Although it 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 secondary purposes. While it started its journey as the ‘cuts and wounds’ brand in the country, over the years it had taken over the role of ‘protector from germs’ in every situation.
- #24: , since they cannot afford to pay for advertisements on television and often do not have the brand recognition of larger firms.
- #26: PRODUCT Dettol Liquid Hand Wash System MODE OF PROMOTIONS Product 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.
- #27: 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..