Promotions

 PROMOTIONS AND IMC

Promotions of our product Dettol hand sanitiser involves a media plan and different above the line and below the line activities with respect to the IMC. It has a different communication style.

Communication style
The style of execution of this product is done through demonstration, health care programmes and free distribution of trial pack.

Integrated marketing communications

ATL activities:It means organising a health camp on health related issues and for health awareness with Dettol at popular multiplexes of the city. Following is the print advertisement for our product:

Some hand hygiene adverts incorporate the kind of imagery you’d expect to find in horror movies, and the effect is often made even creepier by an unsuspecting central character, as in this ad for Dettol Instant Hand Sanitizer. Fear can sometimes be an effective tool for getting an advertising message across, although relying too heavily on it as a strategy may put off some consumers. Still, the solution to this particular problem – that is, Dettol Instant Hand Sanitizer – is displayed prominently at the base of the ad. And the message that it “kills 99.99% of germs on hands, without the need for water” also emphasizes the fact that it’s useful for people on the go. A blunt advert, perhaps made even blunter by the plaster visible on the front hand, it was created by the Sydney branch of global marketing agency Euro RSCG and was first published in July 2008.

BTL activities: It involves performing campaigns in dispensaries, providing drops of hand sanitiser to the customers at food joints  and displaying advertisements on the wall of escalators at the malls. Dettol hand sanitisers are gifted for customers of BIG BAZAAR against bill on Wednesday.

Media plan
The media objectives of our product is to:

• reach mass media audience within a short time
• create loyal customers and reduce brand switching
• generate willingness for the non buyer to try it
• turn the uses into habit
• teach the mind of customers about the advantages of hygienic life

The choice of media:

• Television-The vehicle will be Star Plus, Colors etc. These channels are mostly watched by families sitting together.
• Radio-It is one of the easy means of communication. The vehicle will be Radio Mirchi 98.3 FM. Ad will be starting from morning 7 during the show along with Health tips of the day.
• Newspaper-Vehicle will be TOI because it has a very wide reach irrespective of the age group
• Magazine-Vehicle will  be GRUHSHOHIKA & GRUHINI AND HEALTH CARE because they are mostly read by household members especially by women.