IMC PROGRAMMES OF DETTOL

ALBIN JACOB
ANJALI R NATH
ARDRA V
INTRODUCTION
Dettol act as a one of the oldest and trusted brands for hygienic product in India. Dettol comes
from the fastest growing consumer goods companies in south Asia named as Reckitt benckiser
(India) limited formally called as Reckitt colman (India) limited. The company has its operation
in 60 countries with wide number of employees around the world. Reckitt benckiser owns a
wide range of house hold brands in different sectors.

Dettol is considered to be the iconic brand of its company and dettol has been accepted as the
most trusted brands in India as it protects the entire families from various diseases and illness
caused due to micro germs. In 2008 the brand dettol celebrated its platinum jubilee and due its
consistency it was accepted to be the best products among the other brands available in the
markets. Dettol has even gained its trust from millions of Indian families due its approval
received towards all varieties of its brands from Indian Medical Association. In addition the
brand dettol also enjoys good ranking given by Brand Trust Report as per last year data.

Dettol by understanding the necessity of its customer base has designed its products widely in
different categories in order to provide the best solution in all ways. Accordingly dettol has
been categorized into 8 different products like

1. Antiseptic liquid
2. Soap
3. Liquid hand wash
4. No touch liquid hand wash
5. Body wash
6. Hand sanitizer
7. Shaving cream and
8. Medical plaster

IMC
Integrated marketing communications (IMC) is an approach used by organizations to brand
and coordinate their communication efforts. The American Association of Advertising
Agencies defines IMC as “a comprehensive plan that evaluates the strategic roles of a variety
of communication disciplines and combines these disciplines to provide clarity, consistency
and maximum communication impact.” The primary idea behind an IMC strategy is to create
a seamless experience for consumers across different aspects of the marketing mix. The brand’s
core image and messaging are reinforced as each marketing communication channel works
together as parts of a unified whole rather than in isolation.
CONTENTS
CAMPAIGNS
 MISSION FOR HEALTH: Dettol were well known for being a strong disinfectant, but
they wanted to take category leadership with a ‘Mission For Health’ that would
transcend their legacy, allowing product innovation and a stronger emotional
connection with the brand.

 Reckitt Benckiser, world’s leading consumer Health and Hygiene Company, raised the
benchmark of its flagship Dettol Harpic Banega Swachh India (BSI) Campaign to drive
bigger transformational change with a special focus on reaching a Healthy and Hygienic
India by 2019.

 Recently, Dettol came out with a campaign – Aap ka Dettol kya kya karta hai? The
campaign harps over the communication strategy of re-enforcing the relationship
between pride and performance.
.

PROMOTION STRATEGY
 Dettol spends heavily on advertisement. It uses paid medias of communication like
radio Ads, TV ads and print Ads as a part of its marketing mix promotional strategy.
As Dettol is a power brand, Reckitt Benckiser invests heavily on its brand building.
Dettol has aligned its ad campaign to local needs and government policies like in India
Dettol’s Ad campaigns have been around Swachh Bharat mission of Indian
government. Dettol uses its owned media extensively. It has started publishing online
articles on hygiene on its website teaching best practices to target groups like mothers.
On its UK web portal, there are three categories of educational articles are posted one
is for new mothers, the second one for the school starters and the third one on common
infectious diseases. Thus, it strives to build a personal bonding through these initiatives.
On image building part company has invested heavily on CSR activities like its latest
“Give Life a Hand” campaign aims at teaching children across glob about importance
of washing hands. Dettol has used digital media platforms like YouTube and Pinterest.
It has used innovative ways of communication like through competition such as its “I
have an even tone” challenge. Social media platforms like Facebook and Twitter are
also used for promoting Dettol brand. Hence this concludes the Dettol marketing mix.

 Dettol Surakshit Parivar initiative on, Reckitt Benckiser will target new mothers,
schools and hospitals in six metros - Delhi, Mumbai, Kolkata, Chennai, Bangalore and
Hyderabad. The programme will mean getting in touch with 1.2 million new mothers,
300,000 students and 250 hospitals across the country
  Reckitt Benckiser aims to target those who are most vulnerable to infections. Thus, new
mothers will be presented with a vaccination chart with tips on how to keep the new-
born and its surroundings germ-free, along with a free bottle of Dettol antiseptic.

 School students will be educated in the importance of washing their hands before
eating.

 The hospital programme will mean reaching out to hospitals and nursing homes where
programmes will be conducted with nurses and staff to keep the environment germ-
free. Health messages on first-aid and immunisation will also be displayed.

RURAL CAMPAIGN

In order to support & compliment 'Swachh Bharat Mission' by the Government of India, RB
initiated a campaign "Dettol Banega Swachh India" in 2015 which is powered by Jagran Pehel
in 200 villages of Bihar and UP to make them Open Defecation Free Zones.

Dettol Banega Swachh India " is a 5-year ambitious program to address the rising need of
hygiene and sanitation in India. They have made a commitment to invest a sum of INR 100 cr.
towards this initiative, which will aim to:

1. Drive behaviour change towards hand hygiene, through numerous awareness initiatives
such as the School Hand Wash Program and Young Mothers Program
2. Improve sanitation facilities by working with NGO partners to identify areas across the
country, to support the development and maintenance of cleaner toilets.

SALES PROMOTION

Sales promotions are marketing activities that aim to temporarily boost sales of a product or
service by adding to the basic value offered, such as “buy one get one free” offers to consumers
or “buy twelve cases and get a 10 percent discount” to wholesalers, retailers, or distributors.

 Get 4 Dettol Product Worth Of Rs 130 @ Rs 11 Only

This Dettol Offer comes under their Advertisement Campaign Maa Maane Dettol ka
Dhula. People will get 4 dettol products worth of Rs 130 at Market Price and You Get
this at Only Rs 41 which is shipping charge of this Products.
  Banded offer
A special offer of goods in which two or more related items are bound together to for
m a single pack. This pack is offered at a lowerprice than the combined price of the
individual items

ADVERTISEMENT
TV Advertisement
The placement of the product has been carefully done in regards to the major weather
conditions in India.
Summer Advertisement:

Monsoon Advertisement:

Winter Advertisement:
They main idea of their each advertisement rests upon 100% germ protection. Dettol also
celebrated Mother’s Day, by creating a special TV commercial with children thanking their
mothers for all the love and protection they get all through the year

Print Advertising:
Following are a few examples of print advertising with a similar theme:
PUBLIC RELATION ACTIVITIES

The purpose of public relations is to create goodwill between an organization (or the things it
promotes) and the “public” or target segments it is trying to reach. This happens through unpaid
or earned promotional opportunities: articles, press and media coverage, winning awards,
giving presentations at conferences and events, and otherwise getting favorable attention
through vehicles not paid for by the sponsor. Although organizations earn rather than pay for
the PR attention they receive, they may spend significant resources on the activities, events,
and people who generate this attention.
.

 The Global Hygiene Council

The Hygiene Council formed in 2006 to monitor some health threats, and respond by offering
useful advice to the public to help prevent the spread of germs through good hygiene. The
Council focuses on providing simple, practical hygiene advice for the home and when out and
about, helping families to stay hygienically clean and healthy.

The Council talks about the importance of good hygiene to the public, healthcare professionals,
schools and other groups to help people to change hygiene behaviours for the long term. By
continuing to provide practical, relevant recommendations to improve hygiene practices, the
Council aims to help the public move to a more hygienic future. RB, the maker of Dettol, has
provided an unrestricted grant to the Hygiene Council since its inception.

 Dettol Healthy Habits Schools Program

The Healthy Habits School Program is a free curriculum-aligned initiative that has been created
with educational professionals to help teach healthy habits to primary school students. The
Program provides teachers with interactive activities and support collateral, on a range of
topics, to assist in providing students with a truly engaging learning experience.

Dettol is proud to partner with many organisations to help provide you the best information to
help protect you and your family from germs and stay healthy. Globally we have numerous
relationships with local partners who help us develop our resources on family health.

 Children’s Emergency Fund

Dettol, and Company RB, partners with Save The Children globally, to provide support to
children in times of disaster worldwide. In 2007, the Children’s Emergency Fund (CEF) was
established to provide a rapid on-the-ground response to any disaster.

On a serious note, Dettol also donated Hygiene Packs to ‘Save the Children’ – a leading global
NGO to flood affected states of West Bengal, Assam, Orissa and Bihar. Apart from this, Dettol
also has tie-ups with numerous hospitals and medical care facilities.

Dettol has started a face book page in the name of Dettol SA. Dettol could be purchased
through online retailing as well. It has been giving seasonal discounts & combos for online
purchases.
  Disaster relief efforts
Where disaster strikes, Dettol responds with donations of free products and sometimes
monetary donations to disaster relief efforts. In an effort to support the families hit by the recent
floods in Uttarakhand, they joined hands with Save the Children to further support the ongoing
relief and rehabilitation efforts in the region. The personal health care product range from
Dettol has been an integral part of millions of households in the country for maintaining strong
hygiene levels for decades. In the wake of the recent disaster in Uttarakhand, in partnership
with Save the Children we stepped forward to help the homeless victims by providing 50,000
packs of products such as Dettol Antiseptic Liquid and Dettol Soap

CELEBRITY ENDORSEMENT
 Dettol, a line of hygiene products manufactured by Reckitt Benckiser, has joined hands with
Celebrity Chef Sanjeev Kapoor to create awareness around the importance of kitchen hygiene.
 Launched the Dettol Banega Swachh India, a five-year hygiene programme,
with Amitabh Bachchan. And then it roped in Bollywood actress Vidya Balan as
campaign ambassador for a new initiative under this programme.

CONCLUSION
Dettol has won our hearts with its outstanding products and wide product range, which are
indicative of its commitment to promoting good hygiene for the welfare of the public.
Nowadays due to stiff competition with different varieties of home care products the brand
Dettol due to its reputation, brand image, segmentation along with special advertising and
promotional strategy not only gets with a good place in the shelf of our living area but even a
deep into the minds of different age groups of people for its protections. Finally dettol due to
its certification received from Indian medical association stays as a long term product
satisfaction among various age groups of peoples towards its projection in their sales and
trusted protection.