DETTOL HAND SANITISER

THE PRODUCT ITSELF

Dettol hand sanitiser: A hand Sanitizer is an alternative to soap and used for maintaining hand-hygiene. This product which is available in gel, spray, liquid or foam form can be used directly to the hand and unlike soaps need not be washed away. Just apply the hand sanitizer and leave it like that.

Hand sanitizers are popular in markets like West and Europe because of the consumer awareness ( fear) about hand hygiene coupled with the convenience of the product. The fact that the product can be used anywhere/anytime makes it a very useful product for those who are too much worried about keeping their hands always germ-free( I am one of those cleanliness obsessed females  ). In India the total market share of sanitizers is around 20 crores and it is soon gaining popularity
Moving on to the product which is: DETTOL HAND SANITIZER Original

Dettol Instant Hand Sanitiser is a fast and effective way to kill 99.9 per cent of germs without the need for soap or water. The rinse-free, non-sticky formula instantly refreshes hands, leaving them hygienically clean. The hand sanitiser is a simple, fast and effective solution for cleaning hands on-the-go. Available in: Original, Refresh with Aloe Vera, and Soothe with Chamomile. Always read the label. Use only as directed.

Pros of Dettol Hand Sanitizer:

1. Comes from a trusted name in the cleanliness category- DETTOL
2. It has a very nice, clean and fresh fragrance.
3. Doesn’t dry out the hands after application.
4. Comes in a travel friendly bottle.
5. Delivers what it promises, i.e., kills germs instantly.
6. No need to use water or soap after application.

Cons of Dettol Hand Sanitizer:

Could not think of any . 

Marketing Mix Elements

THE FOUR P'S OF MARKETING

Product/Service

• What does the customer want from the product/service? What needs does it satisfy?
• What features does it have to meet these needs?
  
  • Are there any features you've missed out?
  • Are you including costly features that the customer won't actually use?
• How and where will the customer use it?
• What does it look like? How will customers experience it?
• What size(s), color(s), and so on, should it be?
• What is it to be called?
• How is it branded?
• How is it differentiated versus your competitors?
• What is the most it can cost to provide, and still be sold sufficiently profitably? (See also Price, below).

Place

• Where do buyers look for your product or service?
• If they look in a store, what kind? A specialist boutique or in a supermarket, or both? Or online? Or direct, via a catalogue?
• How can you access the right distribution channels?
• Do you need to use a sales force? Or attend trade fairs? Or make online submissions? Or send samples to catalogue companies?
• What do you competitors do, and how can you learn from that and/or differentiate?

Price

• What is the value of the product or service to the buyer?
• Are there established price points for products or services in this area?
• Is the customer price sensitive? Will a small decrease in price gain you extra market share? Or will a small increase be indiscernible, and so gain you extra profit margin?
• What discounts should be offered to trade customers, or to other specific segments of your market?
• How will your price compare with your competitors?

Promotion

• Where and when can you get across your marketing messages to your target market?
• Will you reach your audience by advertising in the press, or on TV, or radio, or on billboards? By using direct marketing mailshot? Through PR? On the Internet?
• When is the best time to promote? Is there seasonality in the market? Are there any wider environmental issues that suggest or dictate the timing of your market launch, or the timing of subsequent promotions?
• How do your competitors do their promotions? And how does that influence your choice of promotional activity?