Final Assignment for Brand Management - “Dettol”

Introduction :
Dettol is a product of Reckitt Benckiser launched in the UK in 1993 as antiseptic liquid being
no.1 Antibacterial Brand accepted for domestic use serving 105 countries for the last 70 years.

1. Integrated Marketing Communications(IMC) - (Unit 3)

● Target Audience - It ranges from ages from children to senior citizens. Established
within the urban and suburban area of the city.
● Communication Strategy - The new campaign is named “Dettol hai toh safe hai”,
Campaign will be a type of education for the audience designed to show empathy.
● Communication Tactics - Demonstration, Healthcare programs, Free distribution of
trial packs are adopted by Dettol to connect with customers.
● Media Plan - Reaching mass audiences within short time to create loyal customers and
reduce brand switching and generate willingness for the non-buyer to try it.
● Choice of Media -
1) Television - Star plus & Colors as they are most watched by families.
2) Radio - Radio Mirchi 98.3 FM at 7 am during the show along with Health tips.
3) Newspaper - TOI will be used as it has a very wide reach, irrespective of age.
4) Magazine - Health Care magazines are the most read by women, and women go
to purchase major household items.
● IMC Program -
1) ATL activities of Dettol is organizing a health camp on Health related issues and
for health awareness with dettol at popular multiplexes of the city.
2) BTL activities of Dettol is to perform campaigns in Dispensaries by providing
drops of Health Hand sanitizer to the customers of food junctions, even
displaying ads in the wall of escalators of shopping malls.
● Budget -

Television Star Plus, Colors Rs 12000000000

Radio Radio Mirchi - 98.3 Rs 300000

Newspaper TOI Rs 1000000

Magazine Healthcare Magazine Rs 50000

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 Final Assignment for Brand Management - “Dettol”

2. Quantitative Research Techniques - (Unit 2)

● Awareness - Dettol’s awareness advertisement is thoroughly filmed inhouse to drive

home a point, in a simple illustrative manner on how a soap keeps germs away.
● Image - Dettol which serves each & every segment of the society with different sets of
offerings from soaps to liquid.
● Brand Responses - Customers now take 'swacch is life' for Reckitt Benckiser's Dettol.
The antiseptic, soap and handwash brand has found that cleanliness equals godliness
and profitability.
● Brand Relationships - Consumers see Dettol as an 'expert', as something which is
effective and versatile and guarantees protection from germs.

3. Target Market of Dettol - (Unit 1)

The target market for Dettol soap is all households, But it always tries to show the specific
benefits of using Dettol, that it kills 99.99% of the germs and few products of Dettol such as
Sanitizers can be used anytime anywhere.

1) Geographic Segmentation - Primarily Targets populated and polluted zones India -

Mumbai, Delhi, Kolkata such that people could understand the need of dettol
2) Demographic Segmentation - Targets people who can afford buying soap and who
want to fulfill an everyday need of cleanliness and hygiene.
3) Behavioural Segmentation - Targets people who love bathing in a way that dettol
provides them and their family with a 100% anti-bacterial solution – complete protection
from all germs/ bacteria and cleanliness from dirt.
4) Psychographic Segmentation - Psychographic Segmentation based on type of activity.
It talks about outdoor activities like driving, eating out and also things like working on the
computer or making calls. These and also the shirt worn by the outstretched hand, which
is a formal shirt, point to a target audience of office going men or men who are outside
for some work or the other.