4 P’s of Marketing - Traditional View

Marketing management decisions generally fall into the following four 'controllable' categories:

• Product
• Price
• Place (distribution)
• Promotion

These four P's are the parameters that are under the control of a  marketing manager, subject to the internal and external constraints of the market environment and context. The goal is to formulate decisions that center the four P's towards the customers in the Target Group (TG) in order to create & deliver greater perceived value and generate a positive response in comparison to competitors.

Product

The term "product" refers to tangible, physical product. In terms of Dettol, the factors that constitute the “product” can be categorized as:

• Functionality
• Quality of the antiseptic liquid
• Safety after the usage of the product
• Packaging

Price

Pricing strategy of Dettol antiseptic liquid  - penetration of the market, with low pricing than its competitors.

Distribution (Place)

Distribution is about getting the products to the customer. It handles the place/ availability of the product. There are 2 primary channels of distribution for Dettol liquid:  

Distributors and sub distributors:
The company sells the products to its appointed handful of distributors and sub distributors, they are in turn responsible for the distribution of a pre-defined geographical area. The product is then re-distributed  further to wholesalers and/or retailers directly. The availability of the product encompasses all geographical areas and has a far reach right from the smallest of chemists to a multi-brand retail store.

Promotion

In the context of the marketing mix, promotion represents the various aspects of marketing communication, that is, the communication of information about the product with the goal of generating a positive customer response.

Advertising - Dettol advertising started in early 1960s and has always been centered on educating its customer on the requirement of protection from germs, while offering solutions to manage the problem of germs, whenever and wherever they may occur.