dettol promotion

8/2/2019 Dettol Promotion

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PROJECT REPORT ON MANAGING MARKETING PROGRAM

DETTOL

DETTOL HANDWASH PROGRAM

SUBMITTED TO: SUBMITTED BY:-

MRS. DEEPTI SHRIVASTAV GAURAV RAI

PG20102115



Dettol Hand Wash Program

Introduction:

India as a country is witnessing rapid growth and is now well and truly on the world map, but

the country still has a very low level of awareness in terms of importance of maintaining

personal hygiene. This leads to variety of diseases.

Leveraging on the above mentioned facts Dettol decided to take a unique initiative where in they

wanted to create awareness about the importance of personal hygiene and its contribution

towards leading a healthy life. While planning this activity the world was gripped with the fearof swine flu and in India each day new cases of this deadly flu were being reported across the

country. This provided the perfect platform for Dettol to educate people to fight of this menace

by washing their hands properly and regularly

Thus the Dettol Hand wash program was conceived. The task was to inculcate the importance of

hygiene in youngsters so that when they grow up they understand the importance of hygiene and

stick to it throughout their life and also inform their parents about the importance of washing

hands regularly , while also placing DETTOL liquid soap as the best product available for

hygiene by tying up with 317 schools and thereby tap approx 0.25 million students where the

kids experienced the importance of hygiene, harmful effects of germs and proper way to wash

the hands over a period of 3 months. The Campaign achieved this daunting task by reaching to

20 cities across 4 states (Tamil Nadu, Karnataka, Andhra Pradesh and Kerala) in South

India.

Market Environment:

Although penetration of soap is 95%, there is extremely low frequency of usage of soaps

• 26% Urban Indians (173 million) do not use soap everyday

• 74% Rural Indians (492 million) do not use soap everyday

• 665 million do not use soap every day. There is a potential market of 665 million consumerswaiting to be tapped. A quarter of the Indian people in urban areas and three quarters of the

people in rural areas do not use soap every day, according to estimates by the World Bank's

Water and Sanitation Program

Target Audience:

Kids of the age group of 5-12 years

A & B+ cities



Objective:

Primary objective of the campaign was to educate kids on the importance of Hygiene

and the health factor

To Position Dettol as a grooming product which offers hygiene

Generate conversions through trials and increasing the product awareness

Place Dettol as the best product available for managing hygiene

Educate the TG, communicate the brand USP’s and generate trials in a manner which

impacts non assisted sales .

Challenges:

To educate the kids in such a manner so that they learn the importance of hygiene while

having fun. Edutainment was the key.

Dettol has a very large base in the region, to be able to show any impact on the brand

numbers the activation needed scale.

Thus Generate trials among 0.25 million kids and increase brand recall plus have some

impact on brand sales as well.

Reaching out to the parents through kids as this is a household purchase and for any

number impact it was necessary that the program itself has an impact on the kids thus

filtering down to the household.

Campaign Strategy:

The need was to reach out to a larger section of households and educate them on the importance

of personal hygiene. But the challenge was how to get the Target Consumers under one roof ,

hence they thought of entering the households through kids who are the future of the country and

could be tapped in large numbers at schools. The thought was that educate kids and make thembrand custodians so that they in turn become brand ambassadors and spread the brand

communication amongst their family and peers.Taking all the above mentioned factors into consideration Dettol decided to implement a School

Contact Programme.



Campaign Agency:

Jagran Solutions: Jagran Solutions approached 28 schools across 5 cities with the concept of

training kids about hygiene and its importance in day-to-day life. The activity, through its

interactive sessions contacted over 3 lakh students. Along with distribution and display of informative leaflets, posters and standees on Handwash, students with 100% attendance wereawarded the "Dettol 100% attendance award". Sharp NGO: It volunteers in demonstrating hygiene campaigns in various schools and public

places.

Concept:

The Hand wash program was a unique program that involved a school contact program tapping

kids from class 1st

to 6th. The program was a interactive platform whereby the kids of the school

were communicated the hazards of germs. They were explained in detail the importance of

maintaining personal hygiene by washing their hands properly and regularly, so that they canlead a disease free life.

During the process of educating the kids, the campaign also reinforced the core message of the

activation by giving out 100% attendance award to the kids who had 100% attendance in theirclass.

Approach to the Campaign:

A class to class demonstration of the concept to the students (It was done in the school

auditorium/classroom where all classes were given the hygiene session)

Collateral Material 100 % Attendance Award certificate: 15000 Attendance certificate were awarded to kids to

acknowledge their attendance. 317 Soft Board installation-Health Bulletin next to the school notice board. 2000 Posters & Mirror Stickers placed strategically in schools Toilets. 3 Lac Bookmarks and Time Tables & 15 Lac Name slips. First Aid Kits & Dettol Antiseptic liquid



Quantitative Results achieved through the Campaign:

• This activity helped the brand to increase its market share by 1.5%

• A whopping 2.5 lac kids where tapped during the activity

• Kids were tapped across 317 schools

• The 317 schools were covered in 20 cities and 4 states of India

• 80% kids actively participated in the activity from the schools that were tapped during the

program

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