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Iqra Sarfraz
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Dettol
1.
Dettol Presented by: Iqra sarfraz
.
2.
Our Brand for
today ` Mission for health Dettol
3.
Salient Features
4.
Company
5.
Background: Launched in India 1933 50
years present as anticeptic liquid Celebrate platinum jubliee in 2008
6.
Logo
7.
Tag line- Be
100% sure
8.
Market share Capture 85%
Market Market Share (Value) 2005 2006 2007 Dettol 86% 85% 84% Savlon 13% 13% 13% Suthol 0 0 0
9.
Cont…
10.
11.
Product Line
12.
Soap Hand sanitiser
13.
Shaving kit Liquid dish
wash
14.
15.
16.
17.
18.
Segmentation Age: Demographic Gender: Male,Female 18-45 Psychographic Lifestyle Self concept Behavioural User status Usage
rate
19.
Target Market Middle class Upper
Middle class
20.
Repositioning Re-energize soaps
21.
Repositioning
22.
Channels Distributor Wholesaler Retailer
23.
Competition
24.
25.
Advertising tools Marketing communication Methodologies TVC’s Print
Media Consumer Promotions
26.
Television Ads Dettol spend
60% on TVC’s
27.
Cont… Summer Ads
28.
Cont… Monsoon Advertisement
29.
Cont… Winter Ads
30.
Famous Celebrities Mehreen Raheel
31.
Cont… Sabreen Hisbani
32.
Cont… Shahid Afradi
33.
Cont… Sanam Baloch
34.
Cont… Nadia Khan
35.
Advertising Appeals Emotional &
logical Dettol ka trana h, Pakistan bachana h
36.
Sales Promotion Banded Offer
37.
Cont… Quantity deals
38.
Cont… Consumer contest
39.
Safety First Aid 100% secure Care Benefits of
Dettol Infection Germ free Healthy Smell
40.
Campaigns Mission for health Dettol ka Tarana
h Pakistan bachana h Apka Dettol kia krta h Shik shik
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