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PROJECT ON ADVERTISING AND SALES PROMOTION

SUBMITTED BY : DEEPANSHU WADHWA SAKSHI LUNIAL VAIBHAV LOHIYA

COMPANY PROFILE
Reckitt Benckiser plc is a British multinational consumer goods company headquartered in Slough, United Kingdom. Formed in December 1999 from the merger of Reckitt & Colman plc and Benckiser N.V. It has operations in over 60 countries and its products are sold in over 180 countries. Reckitt Benckiser is listed on the London Stock Exchange It had a market capitalisation of approximately 23.2 billion as of 23 December 2011, the 20th-largest of any company with a primary listing on the London Stock Exchange

RECKITT BENCKISER IN INDIA


Reckitt Benckiser India ltd (RBIL) is a fully owned subsidiary of Reckitt Benckiser plc., Worlds no.1 company in household cleaning. Reckitt Benckiser India ltd (RBIL) manufactures and markets a wide range of products in personal care, pest control, shoe care, antiseptics, surface care, fabric care and other categories. Amongst its many wellknown brands are Dettol, Mortein, Harpic, Cherry blossom, Lizol, Disprin, Robin powder, Colin, etc. Most of these brands are either number 1 or number 2 in their respective categories in India.

ABOUT DETTOL
As the world's leading brand of antiseptics and a trusted champion of family health, Dettol products offer a high standard of germ kill and are recommended by healthcare professionals for their proven ability to keep families healthy. The brand has stayed contemporary through the launch of new products and offered consumers a breadth of products across categories that can help protect them from germs. These include bar soaps, hand sanitizers, liquid hand washes, shower gels and antibacterial wipes.

CATEGORY PERFORMANCE
PHARMA FOOD 8% 4% PORTFOLIO BRANDS 8% HEALTH 21%

HOME 21% HYGIENE 38%

SHARE IN MARKET

Packaging the fifth p


Factors contributing to emphasis on packaging: Self-Service- Packaging helps the buyer to buy the product individually without the help of any one. Consumer Affluence- A good consumer who is ready to pay a good amount for a product is easily attracted by the packing style. Company/Brand Image- Packaging helps build an image of the product as well as the brand. It distinguishes the product from the other competitive products in the market. Innovation Opportunity- Packaging also gives the brand an opportunity to make its products attractive to the buyers with new and innovative packaging.

TARGETING
Product specialization Single product type for all markets. Single type of handwash liquid for all markets like : household, hospitals, etc. Its of a very universal nature, so targeting is done keeping in mind the entire section of consumers irrespective of their markets.

POSITIONING
Tag line- Always Stay Protected Dettol covers whole segments in terms of age, gender, and geographical area Packaging green and white associated with Hospitals and clinics Has 83% share in market

MODES OF ADVERTISING
Print Media -Newspaper -Hoardings Electronic Media -TV Commercial

PROMOTIONAL STRATEGY
Dettol Surakshit Parivar initiative on, Reckitt Benckiser will target new mothers, schools and hospitals in six metros - Delhi, Mumbai, Kolkata, Chennai, Bangalore and Hyderabad. The programme will mean getting in touch with 1.2 million new mothers, 300,000 students and 250 hospitals across the country .

Reckitt Benckiser aims to target those who are most vulnerable to infections. Thus, new mothers will be presented with a vaccination chart with tips on how to keep the new-born and its surroundings germ-free, along with a free bottles of Dettol products.

PROMOTIONAL TOOLS
Television Aapka Dettol kya karta hai campaign Seasonal discounts and combos Situational Advantages Dettol surakshit parivar 100% Attendance awards

Internet

INTERNET PROMOTION

CHANNEL OF DISTRIBUTION

MANUFACTURER

SKUS

DISTRIBUTOR

RETAILERS

CUSTOMERS

RESEARCH ANALYSIS
Liquid Handwash had good amount of popularity among cleanliness (68%) tools . 51% people follow Moderate practice to wash hands i.e, 5-10 times which is decent enough. 45% Respondents wash their hands maximum when they encounter their hands with dirt. 25% people have habit of washing their hands over and over which is still less as compared to those who wash their hands(75%) for hygiene. 53% of the kids wash their hands by own without anyones help. Dettol is the market leader in the handwash segment as 85% of people prefer to use dettol at first priority. Customer loyalty (53%) for a particular brand so people do prefer to change brands as per the parameters covered in next question. Most of the respondents were young in age. So the outcome of the project is youth centric opinion.

Our vision
OUR INITIATIVES :
School students will be educated in the Importance of washing their hands before eating. The hospital program will mean reaching out to hospitals and nursing homes where programs will be conducted with nurses and staff to keep the environment germ-free. Health messages on first-aid and immunization will also be displayed. Providing free hygiene camps where set up will be done in different cities in sectors & colonies with the team of 8-10 who will help people to know the importance of fighting germs & living disinfected life. In rural areas will provide toilets & basic knowledge of sanitary issues & providing solutions to all the problem.

OUR VISION
TARGET MARKET First we are targeting children , who play all day & needs to be germ free .To reach out to the upper middle class and middle class men of the young and middle-aged group who are working and have strong hygiene & family values. We will target the metros as well as Tier-2 cities. MESSAGE STRATEGY The message that we would like to convey is that BE GERM FREE it is for everyone who wants to have germ free environment & have emotional & strong relationship & values family well-being . OUR POSITIONING Our positioning will remain the same, that is, Be 100% sure but we will not just portray a antiseptic and disinfectant property.

OUR IDEA
We will use television as the medium of advertising. In our ad we will show an old couple an old lady and an old man relationship, how they share a special bond and their relationship when a man comes back from mowing the land & sits for the supper and before starting the meal he washes his hands with Dettol. The advertisement will basically portray a rural couple & urban couple to make our viewers know the importance of Dettol .We would bring an add with a difference as we will show how villagers are using hand wash ,this will reveals that our Dettol is not only in urban area but also manages to capture the market in villages as well.

Evaluation
Exclusive outlet: An exclusive branded show room concept with emergency first aid center across tier 2 and 3 towns .Other Reckitt products can also find place. A kind of cause related marketing. It also can be a channel partner managed outlet. Tie ups : Tie up with others giving first aid facilities like in amusement parks, in-car first aid kits. Visibility will increase the mind share further. Specialty Advertising can be the futuremax coverage and low cost. Dettol should introduce variants with good fragrances at the same level of quality as other brands. Advertising should be done taking kids who wash their hands by their own by liquid hand wash brands.

CONCLUSION
There has been significant level of Awareness (98%) in the market and they prefer to wash their hands by various cleanliness tools such as liquid hand wash,handsoap or sanitizers for various reasons in order to maintain hygiene or physiological status. Most of them prefer Dettol brand for liquid hand wash as the quality is good, value for money proposition,availabity in bottles and refills in various flavors . People prefer to change Dettol and switch to other brand because of Medical Smell that Dettol has and at times few customers prefer other brands because of Price, Variants or impact of persuasive advertisements on them. Lifebuoy has great fragrance and is available at a cheaper price than Dettol preferably will do well lower income groups and rural areas. Palmolive,Santoor ,Godrej, Himalaya have weaker distribution channels in Metro city area so the availability of these brands is not much more though quality and price are equivalent to other brands

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