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.

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?