Dettol anti-bacterial bar soap

Group:
Menna-tallah Abdel Ghani Mohamed 2017/02017
Merna Ismail 2017/01522
Donia Emad
Salma Magdy
The media objective

 To increase awareness of the importance of washing your hands and to stay at

home while using anti-bacterial soap throughout the day to protect yourself
form the coronavirus in order to reach about 70% of the Target audience
within the month of advertising, ensuring that the average consumer will be
exposed to a minimum of 4 advertising messages with a budget of LE 5
million.
Money spent

 Tv: 3 Million EGP

 Outdoor: Million EGP
 Radio:90K EGP
 Social media: 10K EGP
Media mix

 Assorted mix (mix of two media or more for greater reach)

 TV ads for greater reach:

10” copy on private channels as: CBC, DMC… as a reminder for the loyal

consumers to use Dettol bar soap.

30” copy for re-launching of Dettol anti-bacterial bar soap on private

channels during popular programs for ladies as:‫ هىو ب س‬or ‫ا لستاتم بيع رفوش‬

‫ ي كدببوا‬and during popular TV series as: ‫ ا ألخ ا ألكبر‬or ‫ختم ا لنمر‬

 Media mix
 Radio ads as a reminder of the brand and for the people to use Dettol: by using 10” copy

 Outdoor ads for immediate awareness about Dettol anti-bacterial soap with full range in terms of

fragrances and sizes of the soap.

 Social media ads:

It will be a sponsored ad “GIF” on Facebook and Instagram,

There will be a woman hand which is covered by germs, and the other side of the picture will be the

Dettol hand soap and there will be an arrow “swipe the soap to the left” written to clean the

hands.
The competitors of Dettol hand soap
lifebuoy:

 -Price ranging from 19 LE to 35 LE

 -Lifebuoy have anti-bacterial soap, hand wash shower gel
 -Available in pharmacies, hyper markets and online on websites as souq.com
 -When it comes to advertising, the last video ad of lifebuoy Egypt was 1 year
ago which was raising awareness of how to stay germ free using their soap
 But when it comes to lifebuoy universal, their last video, was 6 months ago
 Lifebuoy page on Facebook with over 4.8M followers was last active in 2015
which was the year of their campaign with ‫م صر ا لخير‬
The competitors of Dettol hand soap
Activex

 -price 6 LE
 -They also have anti-bacterial soap and hand wash
 -Available in pharmacies, Carrefour and online
 -Activex Philippines is their only Facebook page with 19k followers but they
are active on it
CDI/BDI

 High CDI and high BDI:

 It is a high CDI, Since hand soaps’ category now is very trending and the
competition is aggressive.
 It is a high BDI, since Dettol as a brand is spending a lot on its ads, and it is
always searching for innovations in its products.
 Dettol hand soap has a huge gain of SOV as this product category has a high
demand on these days.
Ideas

 Billboard: Dettol anti-bacterial soap with bubbles flying in the air