Promotional Strategies followed

Marketing Communications are the means by which a firm attempts to inform, persuade and constantly remind customers – about the products and brands they sell. In a sense marketing communications are rightly called the ‘voice’ of the company. Its a means to establish a dialogue and to build relationships with its consumers.

The integrated marketing communication elements which various categories of Dettol have made use of is mentioned beneath.

1.Television advertisements - in the tv ads the constant focus of dettol has been on mothers and their children. They idea conveyed behind all advertisements is that of 100% germ protection. Dettol also celebrates Mother's Day every year, by creating special TV commercials focusing on mothers and all the protection they provide through the year - thus stiking an emotional chord with their primary consumers.The links of certain TV ads of Dettol Antiseptic liquids and other products of Dettol are as below:

http://www.youtube.com/watch?v=d1V1XU7bcLc

http://www.youtube.com/watch?v=RXgf-cFWMnM

2. Print Advertisements - these ads also focus on the core value benefit that the consumer derives i.e. 100% germ protection. Few of the print ads for Dettol are:

      

   

3. Dettol launched a campaign in 2008 -  "Aap ka Dettol kya kya karta hai?" The campaign focuses on the communication strategy of re-inforcing the multi-functional usage of the product and the brands relationship with pride and performance.

4. Dettol also has a "facebook page" in the name with 818K  fans on the page. Also, Reckitt Benckiser)has announced a 5 year program in partnership with NDTV and Facebook , called “Dettol – Banega Swachh India” on the 26th of september 2014. RB has made a commitment to invest a sum of INR 100 crores towards this initiative across the next 5 years. The program aims to spread awareness around the importance of hygiene and sanitation to millions across the country and has introduced Indian film, Mr. Amitabh Bachchan as the program ambassador for this campaign.

 

5.Placement in stores
Dettol soap has also planned an in-store placement strategy to promote their product and gain maximum visibility to the consumer; they have dedicated shelves to their product in retail stores and they are also promoting their product in metro. Their placement strategy focuses on

• Window branding wherever applicable.
•  Placed on display in all top retail chain stores.
•  Build brand block wherever possible.

 

Product levels and linkage with the 3 C’s

In order to shape this abstract value, Kotler uses five product levels in which a product is located from the perception of the consumer. These five product levels indicate the value that consumers attach to a product.

1. Core benefit of the Product

This is the basic product and the focus is on the purpose for which the product is intended. In Dettol liquid, The intended purpose is to satisfy the requirement of germ protection. Dettol Liquid acts as an Antiseptic Solution to consumers for satisfying their hygienic requirements from germ protection. Per the 3 C’s model, this is the zone that the customer resides in.

2. Generic Product

This represents all the qualities of the product. The packaging, color, experience while using etc.. Dettol Antiseptic Liquid has certain strong, distinct association - , for instance, its trademark smell. Another characteristic is its amber gold color. The third being the ‘clouding’ effect that is observed when it is added to water. Dettol’s packaging is also very distinct. The green & white colors are generally associated with hospitals, thus reonforcing the '100% protection' . This level rests in the hands of the Company in the 3C's model, as they design the product per the perceived requirement of the consumer.

3. Expected Product

This is about all aspects the consumer expects to get when they purchase a product.Dettol Antiseptic Liquid is expected to provide antiseptic relief to its consumers. The consumers await the burning sensation when it is applied on cuts and wounds.Consumers see Dettol as effective and as a product that guarantees protection from germs. This is where the Competitors and consumers fit in, per the 3C’s model as well. As the consumers have a certain level of expectation from the product performance; and the competitors have a benchmark to exceed so as to gain market share.

4. Augmented Product

The ccompetitors and the Company both work on augmenting the product to deliver a unique value to the customers and thus distinguishing itself from the plethora of competitors.

5. Potential Product

This is about augmentations and transformations that the product may undergo in the future.For instance, Dettol could come up with various products like antiseptic oil or antiperspirant deodorants etc.