ASSIGNMENT

Advertising Management- Module I

(MBA, 3rd Semester)

Prepared By
BISHAL ROY
ROLL NO- 18
UNIVERSITY ROLL NO- 95/MBA/180016
Introduction:
Dettol company profile, advertising strategy, success factors and market share of brand Dettol
with its product lists, usage and solution can be known here. Dettol product is recommended by
Indian Medical Association acts as a best trusted, safe and hygienic product in Indian market.

Dettol Product Information's

Company profile
Dettol act as a one of the oldest and trusted brands for hygienic product in India. Dettol comes
from the fastest growing consumer goods companies in south Asia named as Reckitt benckiser
(India) limited formally called as Reckitt colman (India) limited. The company has its operation
in 60 countries with wide number of employees around the world. Reckitt benckiser owns a wide
range of house hold brands in different sectors.

Dettol is considered to be the iconic brand of its company and Dettol has been accepted as the
most trusted brands in India as it protects the entire families from various diseases and illness
caused due to micro germs. In 2008 the brand Dettol celebrated its platinum jubilee and due its
consistency it was accepted to be the best products among the other brands available in the
markets. Dettol has even gained its trust from millions of Indian families due its approval
received towards all varieties of its brands from Indian Medical Association. In addition the brand
Dettol also enjoys good ranking given by Brand Trust Report as per last year data.

Taking cognizance of its tradition, last year Dettol launched its campaign ‘Maa Mane Sirf Dettol
kaDhula’ in an endeavour to reach out to a larger audience through a catchy jingle and by
launching ‘Dettol Squeezy’ - an affordable liquid hand-wash.
Television Commercial Credits –
Project Title: Dettol SheronkePanje - #MaaMaane Dettol KaDhula
Creative Agency - McCann Erickson
Chief Creative Officer - Prasoon Joshi, Chairman – Asia Pacific, CEO & Chief Creative Officer -
India
Creative Director- Prateek Bhardwaj(NCD), Richie Arora(Creative Team Leader)
Account Management- Alok Lall (Executive Director) Nutan Sooda(GM), Abhishek
Walia(Brand Leader), Sunaina Kapoor(Sr. Project Manager)
Strategic Planning - JitendarDabas(Chief Strategy Officer), Vibha Gupta(Strategic Planning
Director)
Production House - Keroscene films
Director - Rajesh Saathi
DOP - V. Manikandan
Music Director – ArjunaHarjai

Usage
 Dettol can be used as an antiseptic liquid to protect the entire family from germs.
 Dettol can be diluted in water or cleaned using mops to disinfect the floors completely.
  Dettol can even be used to disinfect your clothes in washing and laundry.
 Dettol had expansion in its products category and their product can be used for cuts,
wounds and even for shaving, rinsing as a general disinfectant.

Advertising strategy
Dettol has been widely accepted and positioned as a 100% germ fighter with complete protection
and control for entire family as its core value. The company provides much attention towards
promotion of various Dettol brands. More over due to current competition in FMCG industry for
home care products the company focuses a great care towards its advertising strategy. If noted
carefully right from the introduction of the brand, the Dettol advertising has been celebrated with
a dominant role given to a mother who act as a care taker for other members in her family group.
The advertising theme mainly tells and conveys that a mother plays a predominant role towards
care and protection of the entire family.

Dettol in association with Indian Medical Association even launched a nationwide campaign to
generate awareness and hygiene practices that are essential and helpful to reduce the risk of
infections for infants, children and even adults. Right from its introduction of advertising strategy
in 1960 Dettol helps in educating consumers and users on their need for protection from germs.

Success factor and market share

Dettol brand has been widely accepted for its protection not only nationally but even into the
minds of Indians. Dettol was the first brand and has its own pride towards its entry into the
market. Dettol has got a good product diversification with different categories and remedies.
Dettol has designed its price accordingly to the necessity of its customers with different price
slabs towards its varieties of products. Due to continuous innovation towards its product the
brand Dettol and its company has enjoyed a good reputation into the minds of the customers even
with various customer loyalty and retention.
Dettol recently had a good market share in Indian market and even though Dettol product bouquet
has widely grown up in all ways the trusted protection towards germs remains the same with a
distinct odour, colour and sting. Now the brand Dettol have evolved as a top rated brand in
millions minds of the customers.

Dettol product – a complete list and its Review

Dettol by understanding the necessity of its customer base has designed its products widely in
different categories in order to provide the best solution in all ways. Accordingly dettol has been
categorized into 8 different products like
 1. Antiseptic liquid
2. Soap
3. Liquid hand wash
4. No touch liquid handwash
5. Bodywash
6. Hand sanitizer
7. Shaving cream and
8. Medical plaster

Dettol antiseptic liquid

This product is one of the oldest and most popular products from Dettol and so act as a versatile
product towards complete family care protection. This product can be used in multiple ways and
dilution of this product in water would be the best recommended usage procedure.

Dettol soap
This product comes in different flavours like original, skin care, cool and re-energize. Each and
every product has its specific usage specialty in ones everyday use.

Dettol original, skin care, cool soap comes in two different sizes like 75g and 125g whereas re-
energize soap comes in pack of 70g and 120g.
Dettol Hand wash

Dettol hand wash products are also categorized as original, skin care, sensitive and fresh hand
wash. The user can select his product based on his necessity. Due to its perfect mix of ingredients
towards complete skin care all the above hand wash products enjoys a good reputation with
trusted protection towards germs. This product comes in different bottle size and even it can be
reused with purchase of its refillable pouch packs.

Dettol No-touch Hand wash

Dettol no touch hand wash is advanced system of technology that automatically senses ones hand
and dispense adequate amount of liquid soap. This product is available in two flavours like
cucumber and original.

Dettol Bodywash
Dettol body wash can be used both by men and women. Dettol body wash comes in four varieties
like original, skin care, nourishing and soothing. The products are priced minimally based on
competitive analysis and it can be selected according to the utility of the customers.

Dettol Shaving cream

Dettol shaving cream is an exclusive product for a man that comes in two different fragrances
like fresh and cool. This product can be used in daily life to provide smoother and effective shave
operations for better results and protection.

Dettol hand sanitizer

Dettol hand sanitizer is another product from Dettol that can be used for water free hand
cleansing.

Dettol water medicated plaster

This is another product of Dettol that helps to give and satisfy the users with 100% germs free
protection for various heals and cuts.
Advertising Campaigns done with several
processes
Dettol was first begun in hospitals facilities 80 years prior, where it was first utilized for the
cleaning and sanitation of skin amid surgeries. It was likewise used to shield moms from ailment
after giving birth to a child.

As far back as at that point, it has been trusted the world over to help clean injuries caused by bug
stings, cuts, touches, chomps, and for individual cleanliness to enable mums to shield their
families from unsafe germs.
.
Benckiser Group plc (RB) is a British multinational consumer products organization
headquartered in Slough, England. It is a maker of wellbeing, cleanliness and home items. It was
framed in 1999 by the merger of the UK-based Reckitt and Colman plc and the Netherlands-
based Benckiser NV.

Dettol brand incorporate the sterile brand Dettol, the sore throat medication Strepsils, the hair
evacuation mark Veet, the safety help supplement Airborne, the heartburn cure Gaviscon, the
child nourishment mark Mead Johnson, the deodorizer Air Wick, Clearasil, Calgon, Lysol, Cillit
Bang, Mycil, Durex, and Vanish. Dettol contains chloroxylenol, para-chloro-meta-xylenol
(PCMX), is a sterile and disinfectant which is utilized for skin purification and cleaning careful
instruments.
It is an Antiseptic Disinfectant Liquid which eliminates germs on the skin, help shield against
contamination from cuts, scratches and it can likewise be utilized as a family unit disinfectant on
surfaces or in the clothing. There wouldn't be any issue while showering with Dettol liquid.

Any symptoms of Chloroxylenol are by and large observed as skin bothering. It might be utilized
blended with water or liquor. It is best against Gram-positive microscopic organisms. It works by
disturbance of the cell divider and ceasing the capacity of catalysts.

During World Cup 2015, Dettol had launched its ad ‘Maa Maane Dettol Ka Dhula’ (mother trusts
only Dettol) during the India-Pakistan match. It is back again with its new TVC to encourage
healthy hand washing habits and to promote the launch of its new product ‘Dettol Squeezy’. Its
previous ad was subject to criticism with the ‘Dettol Dettol Ho’ jingle and the lacklustre
plot. The brand is back with its new TVC featuring the same anthem.
The new campaign conceptualised by McCann has been strategically launched towards the end of
the Indian Premier League. The film opens at a wedding where a man asks the caterer when he’ll
feed people. At this point a brass band begins to play and a group of young children begin to sing
about the benefits of good hygiene and the importance of washing hands before eating. Prasoon
Joshi, chairman -- Asia Pacific, CEO and Chief Creative Officer -- India, McCann Worldgroup,
said, “The Dettol jingle is a musical way of reminding people about cleanliness. We wanted to be
persuasive yet entertaining without being instructional.”

But the new TVC also got flaks on social media. Pathetic Dettol ad is again on air with a
vengeance.
Where and How to buy a Dettol product
Dettol products are available widely in different varieties of outlets like hyper market, super
market, medical shops, general stores and departmental stores in your area .

My personal review and conclusion

Influencer Marketing
The campaign for Dettol on ran for 23 days in June.
The target audience the HSM Market, Female – 15 to 40 years
Commitment: 3.5 mn video views
Campaign Details: Created a shoot based influencer marketing vignette for Dettol using famous
Zee protagonists across regions. The video was run as inventory in the brand’s TG and other
priority markets.
Impressions Achieved: 5.82+ million
Nowadays due to stiff competition with different varieties of home care products the brand Dettol
due to its reputation, brand image, segmentation along with special advertising and promotional
strategy not only gets with a good place in the shelf of our living area but even a deep into the
minds of different age groups of people for its protections. There would be no people who would
not have witnessed the odour of Dettol right from their childhood in various places like hospitals,
theatres and many more. Last but not least, my personal suggestions for the product buyers in
their initial buying stage is to do a market study and understanding of various cleaning products
available in the market List of cleaning products its tools and tips along with their effects and
solution as these products plays a vital role towards the hygiene and health care of the entire
family. Finally Dettol due to its certification received from Indian medical association stays as a
long term product satisfaction among various age groups of peoples towards its projection in their
sales and trusted protection.