Marketing Plan of Dettol Soap

Healthy Protec Protecon on Healthy Protection

1.1 Introduction: 1.1.1 The Product: Dettol: Dettol: an iconic brand has stood for “trusted protection” in around the globe. The brand is endors endorsed ed by the Bangla Bangladesh desh Privat Privatee Medica Medicall Practi Practitio tioner nerss Associ Associati ation on in 2!!. 2!!. Today oday "ultiple product offerings of the brand Dettol touch the consu"ers in "any "ore aspects of personal and ho"e care in their daily lives. #onsu" #onsu"ers ers use Dettol Dettol in "ultip "ultiple le $ays $ays and the brand brand has gro$n gro$n $ith $ith introd introduct uction ionss in synergistic seg"ents li%e Bar Soaps& Body wash& Liquid Hand Wash ' Hand Sanitizer. The Dettol Antiseptic (i)uid has been a household na"e for the fa"ily "ainly used for first aid and personal care uses. uses . *+panding the portfolio ,B have Dettol soaps& easy to hold and in three variants variants including including Dettol ri!inal& Dettol "ool and and Dettol S#incare. Dettol li)uid hand $ash provides ! ti"es better protection and Dettol -nstant and /aniti0er assure us of 11.1 ger" %ill& rinse free and ideal for the entire fa"ily.

Dettol& Dettol& a Po$er brand fro" the portfolio of ,ec%itt Benc%iser has co"e up $ith ne$ Dettol $e%ener!ize soap $ith the freshness of orange and Dettol3s trusted ger" protection. The

uni)ue for"ulation not only protects you against ger"s but also leaves you feeling healthy& fresh and re4energi0ed.

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#onsu"ers are al$ays loo%ing for a uni)ue aspect $ithin their daily regi"e& so"e special freshness that brings a special energy in everyday life. Mr. #hander #hander Mohan /ethi& /enior 5ice &Inno'ati ation on is #ey at $ec#i $ec#itt tt Presi Preside dent nt6 6 /out /outh h *ast *ast Asia Asia&& ,ec% ,ec%it ittt Benc Benc%i %iser& ser& adds adds &Inno' Benc#iser( and our ai) is to pro'ide the consu)er new *or)ulations and new products e'ery sin!le ti)e. Dettol $e%ener!ize is another o**erin! *ro) Dettol that I a) con*ident would not only pro'ide the Dettol+s trusted protection *ro) !er)s to its users ,ut also #eep the) re*reshed and ener!ized e'ery day.-

Dettol Dettol ,e4ener ,e4energi0 gi0ee is an ideal ideal soap soap for the entire entire fa"ily fa"ily $hose $hose zesty Orange fragrance "a%es leaves you feeling fresh and re4energi0ed apart fro" its uni)ue for"ulation that gives superior protection against ger"s.

1. ,/ecti'es: ,ec%itt Benc%iser7s ob8ective is to generate industry average profitable gro$th by: 9ocusing on building the po$er brands in high gro$th categories eographic e+pansion of the portfolio #ontinuous innovation igher invest"ent in brand building Margin e+pansion and cash conversion to fund reinvest"ent in core brands and to gro$ returns to shareholders.

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1.0 ar#etin! $esearch: ethods o* Data collection: Basically there are t$o "ethods of data collection: !; Pri" Pri"ar ary y Data Data 2; /eco /econd ndar ary y Data Data Pri)ary Data "ollection: Pri"ary Data is that data $hich is collected specifically for the

pro8ect at hand. The pri"ary data for our report resulted fro" the )uestionnaires filled by girls and adult $o"en belonging to a different age group and inco"e level and so"e unstructured intervie$s $ere conducted. /econdary Data is that data& $hich has already already been collected collected Secondary Data "ollection: /econdary for so"e other purpose but can be used as reference "aterial. The secondary data for our report ca"e fro" the internet& and "aga0ines.

1.2 Situational 3nalysis: /oap is a "a8or consu"able ite" and there is a huge de"and and potential in this "ar%et particularly the anti 6 bacterial seg"ent. The anti4bacterial "ar%et seg"ent has gro$n year on year by "ore than <  percent due to increased consu"er a$areness and education on the benefits of anti4bacterial soaps. As a result& the pie is gro$ing bigger bigger every year. year.

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Healthy Protecon Healthy Protection

/o"e uncontrollable situational factors that are faced by the $ec#itt Benc#iser Ban!ladesh and Dettol soap are as follo$s&

De)and: Although the de"and for ,ec%itt Benc%iser products is very high but $hen ,B tal% about the de"and of the Dettol soap the de"and is gro$ing in the antibacterial category. The "ar%et share of Dettol soap is "ore than !  in Bangladesh

"o)petition: There $as no direct co"petitor of Dettol soap at the ti"e of launching= but today t$o brands are directly co"peting Dettol= Li*e,uoy 45nile'er6( Sa'lon 43"I6. Bactrol

47ohinoor "he)icals Li)ited6 is also direct co"petitor. Le!al8political: These are the uncertainties that are e+tre"ely variable in the political conditions of Bangladesh. #onstant political instability does affect the co"pany in ter"s of building ne$ relations $ith ne$ govern"ents all the ti"e.

Social and "ultural *actors: The co"pany has to be very careful in the i"ple"entation of its pro"otional ca"paigns& since the social cultural environ"ent of Bangladesh is very conservative and any suggestive advertise"ents usually face a lot of negative reactions on the part of the consu"er.

ther *actors: (i%e the govern"ent regulations& technological advance"ents have had no significant effect on the product and the co"pany.

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.1 History a,out $ec#itt Benc#iser: ,ec%itt Benc%iser >,B; is a $orld leader in household& health and personal care. -t is a 9T/* top 2? co"pany and since 2 net revenues have doubled and the "ar%et cap has )uadrupled. Today it is the global @o ! or @o 2 in the "a8ority of its fast4gro$ing categories& driven by an e+ceptional rate of innovation 6 typically about a third of net revenue co"es fro" innovations launched in the prior  years. -t has a strong portfolio led by !1 global po$er brands $hich are: 9inish& (ysol& Dettol& 5anish& oolite& #algon& Air$ic%& arpic& Bang& Mortein& 5eet& @urofen& #learasil& /trepsils aviscon& Mucine+& /choll and 9rench3s& and they account for C1 of net revenue. ,B people are at the heart of the co"pany3s success. They have an intense drive for progress and action and a desire to outperfor" $herever they focus& including in #/, $here the co"pany has the "ost a"bitious corporate responsibility progra" in the industry through its #arbon 2 initiative. ead)uartered in the nited Eingdo"& the co"pany e"ploys about 2<& people $orld$ide& $ith operations in over C countries and sales in al"ost 2 countries.

*A(T

F-*@*

GM*

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. $ec#itt Benc#iser Ban!ladesh LTD: Bangladesh is a"ong the C countries $here ,ec%itt Benc%iser Plc. is continuing its operation and its local subsidiary is na"ed ,ec%itt Benc%iser Bangladesh (i"ited >,BB(;. The current "anaging director of the co"pany is Mr. ,ea0ul #ho$dhury. The co"pany has its o$n factory in #hittagong. ead office of ,BB( $as in Agrabad& #hittagong until 2!. But fro" Dece"ber 2!& ead Gffice has shifted in ulshan& Dha%a and fro" here its country$ide operations are being controlled. The products that are "ar%eted in Bangladesh are produced in #hittagong in the "anufacturing section of the co"pany. ,BB( producesHi"ports and "ar%ets eleven product lines in Bangladesh $hich include Mortein& arpic& Tri+& Mr. Brasso& Dettol& 5eet& ,obinson3s Barley& ,obin (i)uid Blue& (i0ol& Air$ic% and Disprin. ith a narro$ product line ,BB( is still a leader in certain fields in $hich they operate and this particularly includes household products& pest repellents. ,BB( started its voyage and operation in this region on the !?th of April in !1C! under the #o"panies Act& 5-- of !1! as “,obinson3s 9oods >Pa%istan; (i"ited”. ,obinson3s Barley $as the only product that the co"pany introduced in the country. After the liberation in !1Bangladesh; (i"ited”. -n 2th March& !1JC in an e+tra4ordinary general "eeting the na"e of the co"pany $as changed to ,ec%itt ' #ol"an Bangladesh (i"ited.

9inally& after the "erge $ith Benc%iser& in accordance $ith parent co"pany& the na"e of the co"pany $as again changed to ,ec%itt Benc%iser >Bangladesh; (i"ited& under an e+tra ordinary general "eeting that $as held on @ove"ber 1& 2. Till the year 2& ,BB( $as going through a rough phase. The brands $ere stagnating $ith no volu"e gains. o$ever& under the leadership of Mr. Ata /afdar& the for"er Managing Director of ,BB(& through "assive organi0ational restructuring and cost control "easures& the co"pany has been able to turn around and no$ e+periencing significant gro$th.

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0.1 ar#etin! analysis: -n the "ind of the consu"er& anti4bacterial soap should have the follo$ing: A product $hose core function is to clean s%in& "a%ing it softer and s"oother& $hile leaving a feeling of freshness behind. ood perfu"e and foa" co"bine to deliver this freshness e+perience. The %ey functional benefit is that it re"oves dirt& oiliness and other i"purities fro" s%in. er"s are not top4of4"ind for the average consu"er& but are a function of Dirt and disease. ,esearch led us to %no$ that consu"ers are largely una$are of the diverse nature of 93$3S;;+ . They 8ust %no$ that er"s 4/arasee)6 are the bad guys. They don3t %no$

that there are different types of ger"s. Different antibacterial co"petitors are trying to o$n a higher ground by building on already present ger"4%ill e)uity. (i%e Dettol has given its slogan of &Dettol protects a!ainst a

wide ran!e o* unseen !er)s( includin! ,acteria and 'iruses0. Tar!et )ar#et: A tar!et )ar#et is a group of custo"ers that the business has decided to ai" its "ar%eting efforts and ulti"ately its "erchandise to$ards. A $ell4defined target "ar%et is the first ele"ent to a "ar%eting strategy. The target "ar%et and the "ar%eting "i+ variables of product( place4distri,ution6( pro)otion and price are the four ele"ents of a "ar%eting

"i+ strategy that deter"ine the success of a product in the "ar%etplace. The target "ar%et for Dettol soap is all households >pri"arily "others; $ho can afford buying soap and $ho $ant to fulfill an everyday need >pri"arily bathing; that provides the" and their fa"ily $ith a ! anti4bacterial solution 6 co"plete protection fro" all ger"sH bacteria and cleanliness fro" dirt H gri"e.

0.0 ar#et de)o!raphics 4
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0.2
0.= De)o!raphics: ender Male= fe"ale "ainly "others Age !Jyears to ?? years

0.> Socioecono)ic status: Mainly targeting "iddle class and upper "iddle class in urban and sub4urban areas 6 pri"arily cities and surrounding areas. ,ural "ar%et penetration is li"ited and is pri"arily driven through indirect channels >e.g. holesale;.

0.? Psycho!raphics: Foung house$ives and "others and those $ho cares about the health and $ellbeing of her fa"ily.

0.@ ar#et needs 4Auality cra*ts)anship( inno'ati'e desi!ns( custo)er Ser'ices6: ,B is conscious of the changing consu"er needs and trends and is constantly conducting "ar%et research to assess opportunities and threats. Kuality of the product is the nu),er 1 priority as $ell as research on ne$ variants. The ne+t planned 'ariant is Dettol Her,al soap. -n addition& a ne$ custo"er hotline has also been added to get instant feedbac% on

product use& proble"s and activities.

0. ar#et trends: The soap "ar%et has been "ost affected by the recent s%y roc%eting price of pal" oil $hich is the pri"ary ingredient of soap noodles. This has caused the average price of soap noodles to increase by 2 4 2?  forcing producers >also ,B; to increase prices of their soap products by al"ost as "uch so as not to put e+cessive pressure on their "argins. This $ill undoubtedly result in decrease in soap sales volu"es >higher prices "eans less consu"er off ta%e; as $ell

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as disruption in the "ar%et due to several )uoted prices of the sa"e product available resulting in dissonance in the $holesale and retail "ar%ets as $ell as confusion in consu"er buying decisions at the point of sale.

0.1C ar#et !rowth: The overall soap "ar%et is gro$ing by !  $hile the antibacterial seg"ent is gro$ing by <. ence& there is a lot of potential in the "ar%et for gro$th and additional brand penetration and brand building.

0.11 ar#et share analysis: -n our country under health soap seg"ent there is t$o pro"inent brands are operating& Dettol and (ifebuoy. At present Dettol as gained "a+i"u" "ar%et share than lifebuoy. /avlon soap is also striving hard to gain the "ar%et share. Mainly these three are the "ain players in the health soap seg"ent of our country.

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2.1

SWT analysis o* dettol soap: 3)pli*ication o* SWT: S

Stren!th

W

Wea#ness



pportunity

T

Threat

SWT "ay divide in t$o divisions:

1. Internal

2. External

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/trength

Gpportunity

$ea%ness

Threat

2.1.1 Stren!th: The brand3s er"4%ill heritage >bro$n li)uid; is seen as strong and adds on trust$orthiness *+cellent for treating s%in irritations& cutsHbruises and seasonal applications Brand co"es fro" a reputable >old; co"pany (oyal follo$ing of LGriginal3

2.1. Wea#ness: @ot perceived as an Leveryday soap3 due to: /"ell 4 strongly associated $ith hospitals -s harsh on s%in 6 "a%es s%in dry Does not "a%e satisfying lather /hape not user4friendly @o a$areness of variants @o perceived as a dyna"ic& innovative and conte"porary brand (o$ Top4of4Mind recall: #o""unication not engaging

2.1.0 pportunity:

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(everage the po$erful brand e)uity associated $ith the Dettol Brand to "a%e Dettol /oap an everyday use proposition. And their recent launch of Dettol re%ener!ize soap $ill boost up their sales and "ore focus on Dettol s#incare soap $ill help the" to develop its i"age not only as anti4bacterial but also beauty soap.

2.1.2 Threats: Gther "ain players in the antibacterial soap category 4Bactrol( sa'lon and li*e,uoy6 have positioned their brands for everyday use against bacteria 6 Dettol soap positioning lac%s that desired everyday benefit and e+perience.

=.1 "o)petition analysis: Here is a ,rie* description a,out the antiseptic soap producin! co)panies:

The Dettol soap users have the perception that it is effective in ger" %ill $ith the "edicinal s"ell of Dettol li)uid $hich is used for Bruises ' #uts& -nsect bites& $ashing of clothes& Mopping of floors& /having& Bathing and #leansing of s%in and used "ostly during su""ers. -ts functional core need is incidental antibacterial.

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Li*e,uoy antiseptic soap: Li*e,uoy is one of nilever7s oldest brands. (ifebuoy ,oyal Disinfectant /oap $as launched in !J1I as an affordable ne$ product in the E& to support people in their "ission for better personal hygiene. (ifebuoy soap ai"s to provide affordable and accessible hygiene solutions that enable people to lead a life free fro" hygiene related $orries& every$here& regardless of the boundaries of nationality& religion and socio4econo"ic status. (ifebuoy has a "ar%et share of !C.(ifebuoy users see the soap as a decent )uality& affordable ger" protection agent containing carbolic acid as its ger" protection agent and its functional need portrays that it is an everyday soap $ith ger" protection for the "iddle and lo$er "iddle class.

Sa'lon antiseptic soap: 9or bath ti"e pleasure and protection fro" bacteria and also a stress less sho$er& A##onsu"er Brands has /avlon Antiseptic /oap in three variants4 Active& Mild and 9resh Antiseptic soap. /avlon Antiseptic /oap delights its consu"ers through ensuring co"plete fa"ily protection $ith these three different variants. Pac% si0e is available in
Bactrol: A product of Eohinoor #he"icals Bangladesh li"ited. A high )uality antibacterial soap "ade of ! vegetable fat. /pecially for"ulated $ith T## $hich ! protect your fa"ily3s health. -t is also e)ually effective against body odor cuts and scratches and pi"ples. Bactrol fa"ily ealth soap %eeps your fa"ily clean and protected.

=. pportunity analysis: Based on the co"petitive analysis& ,ec%itt Benc%iser as found out that there is a lot of opportunities $hich $ill help the @e$ Dettol soap capitali0e a greater "ar%et share. @e$ Dettol /oap3s ability to gain real consu"er insights& to launch products and variants that consu"ers actually $ant& supported by insightful advertising that tal%s to consu"ers in their o$n language& are all vital ele"ents& $hich $ill lead to success of Dettol and the @e$ Dettol soap as a brand.

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;tensi'e )ar#et !rowth: ar#et Penetration and ar#et ;pansion. 3chie'in! Hi!h
=.0 Product o**erin!:

Dettol soap has four variants available nationally 6 Dettol ri!inal( Dettol S#incare( Dettol "ool and the ne$ly launched Dettol $e%ener!ize . The ne$ i"proved soap range bears the

reco""endation fro" BPMPA 6 Bangladesh Private Medical Practitioners Association.

ri!inal soap: @e$ and -"proved Dettol Griginal /oap >Bathing bar ' body $ash; is specially for"ulated for everyday use. Dettol Griginal /oap is ! ti"es better at fighting ger"s co"pared to ordinary soaps. /o give Dettol7s trusted protection to the entire fa"ily. Available in t$o si0es 4 bar;& 2?"l >body $ash;.

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S#incare soap: Dettol /%incare /oap >Bathing bar ' body $ash; offers the perfect balance bet$een your beauty and protection needs. Dettol /%incare /oap is for"ulated specifically to ensure that you don7t have to co"pro"ise on your beauty needs to get Dettol7s trusted protection. Available in t$o si0es 4 bar;& 2?"l >body $ash;.

"ool soap: Dettol #ool /oap >Bathing bar ' body $ash; is enriched $ith Menthol and delivers a cool refreshing sensation to boost and energi0e your senses& in addition to providing the trusted Dettol protection. Available in t$o si0es 6 bar;& 2?"l >body $ash;.

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$e%ener!ize soap: ith the freshness of oranges ' Dettol7s trusted protection fro" ger"s& @e$ Dettol ,e4 energi0e soap 4Bathin! ,ar F ,ody wash6 leaves you feeling health& fresh ' re4energi0ed every day. Available in ,ar;& 2?"l > ,ody wash;.

=.2 Positionin! strate!y: Positionin! a!ainst co)petitor: Dettol is positioned as a pre"iu" brand $hich the "other chooses for ! protection against all ger"s and bacteria for her fa"ily. The "other of the fa"ily is the focal point for Dettol /oap positioning co"pared to /avlon and (ifebuoy $hich focuses on children.

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Positionin! in relation to product attri,ute: The pri"ary positioning of product attribute is that Dettol /oap has the essence of Dettol /olution& the no. ! antiseptic brand in the $orld trusted by fa"ilies every$here for over a century 6 $hich its co"petitors do not possess. ence& it is considered a pre"iu" brand in the anti4bacterial seg"ent.

Positionin! ,y price and quality: As Dettol is a pre"iu" brand& it is priced at a pre"iu" to its co"petitors >/avlon and (ifebuoy;. Being pre"iu" "eans there $ill be no co"pro"ise in )uality as the lin% bet$een price and )uality e+ists and custo"er is al$ays $illing to pay "ore for perceived )uality $hich in the case of Dettol soap& heHshe does.

=.= Pricin! strate!y: Pricin! o* dettol soap: Ea)e o* S75

DB Price

Trade

. $. P.

45nit6

Price

45nit6

Dettol Soap % ?= !) ri!inal

2.I

45nit6 2!.C2

Dettol Soap % 1= !) ri!inal

.JJ

2.<

C.

Dettol Soap % ?= !) 4S#incare8"ool8Gresh6

2!.2?

22.?2

2?.

Dettol Gresh Soap 1=!)

2?.<

2<.2<

.

2I.

Discounts and allowances: ,B give a special trade offer on Dettol /oap during the su""er season so as to push to product into retail and an additional discount to $holesalers to "a+i"i0e loading in the channel and i"proved distribution $hen de"and > consu"er pull; is "a+i"u". -n addition& for the "onths of Nune to August 6 ,B runs a special consu"er pro"otion pac% of three Dettol /oaps >in one pac%age; $ith a price off on a purchase of three soap bars.

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=.> Distri,ution strate!y: "hannel o* distri,ution *or consu)er product: There are 2 pri"ary channels of distribution for Dettol soap:

Distri,utors and su, distri,utors: The co"pany sells the products to its appointed distributors and sub distributors >O? all over Bangladesh; they are responsible for the distribution of pre4defined geographical areas $ho distribute it further to $holesalers andHor retailers. The retail distribution is further classified into TGP /TG,*/ >T/P3s; $hich include all the high profile outlets and $hole sale co"prises of categories of dia"ond& gold and silver divided on the based on their average purchase per "onth and fro" here the product reaches the point of sale for the custo"er.

Direct deli'ery 47ey accounts6: The co"pany provides direct delivery to select large custo"ers li%e institutional buyers of %ey accounts $hich sell directly to the consu"er or to s"all retailers H end4consu"er $hich is called "odern trade and institutional channel > /uch as "eena ba0ar& agora;.

Intensity o* distri,ution: ,B has an intensive distribution strategy of the product through its distributors that cover every geographical area and $ho resell on$ards to $holesalers and retailers. There is also direct delivery service to %ey accounts. *very available channel is utili0ed for "a+i"u" distribution and coverage to all the hyper"ar%ets& super"ar%ets& general stores& and "edical stores.

$ec#itt Benc#iser Bd. Ltd

Distri,utors F Su, distri,utors

odern trade 43!ora( Shopno( eena Bazar6

$etailers "onsu)ers

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=.? 3d'ertisin! and pro)otion strate!y: "o))unication strate!y o* dettol soap: &$eposition Dettol soaps ran!e as a pre*erred e'eryday use solution *or the whole *a)ily-

"o))unication o,/ecti'es: Announce ne$ ' i"proved Dettol soap. Protection against a $ide range of unseen ger"s >including bacteria ' viruses;. Better e+perience >lather H perfu"e H feel4on4s%in;. /ho$ all ? variants of ne$ Dettol soap.

Bud!et: Dettol soap is a t%! billion brand annually and so the "ar%eting budget allocated to it appro+. 2  of total @et revenue& not "uch resources have been allocated to Dettol soap "ar%eting efforts due to its s)uee0ed "argins and close co"petition $ith other antibacterial soaps& it "ainly derives its sales fro" the brand e)uity of Dettol li)uid.

ar#etin! co))unication )ethodolo!ies: This is a su""ary section. ive a brief overvie$ of your advertising& consu"er pro"otions& personal selling& sponsorship progra"s and database progra"s. Discuss the relative "i+ of each of these co"ponents and ho$ you $ill integrate the" together into sea"less plan. This discussion should relate bac% to your Mar%eting #o""unication Gb8ective and ho$ these "ethodologies $ill help in acco"plishing the ob8ective.

3d'ertisin! 4T channel6: Television is still the pri"ary "ediu" for advertising for Dettol soap& and print also for"s a crucial part of the co""unications strategy. But increasingly ca"paigns are integrated across all these co""unication channels. All advertise"ents of Dettol soap are a blend of hard sell

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and soft sell advertising& as all the Dettol soap advertise"ents first sho$ the ingredient it contains >Dettol Antiseptic solution; and then portray the e"otional benefit for the user $hich revolves around the the"e of a "other and children in $hich the "other is the one $ho "a%es her fa"ily use Dettol soap as she is one $ho decides $hat is best for her fa"ily in personal health& indicating that the target "ar%et of Dettol soap are the health conscious "others of young children. hen it co"es to advertising& Dettol prefers T5 because of their philosophy that= &Health and Hy!iene always co)es *irst.- Thus T5 is the best "edia& as you can sho$ ho$ Dettol

soap %eeps you hygienically clean and protected and gives you daylong protection fro" body odor. Dettol soap spends around C  of the T5 advertising budget on all channels $ith high rating points li%e ET( $T( Boisha#hi( Desh T( aasran!a T5 etc. Dettol soap advertises highly in su""er season i.e. "id of the year& as people prefer fre)uent $ashes in such seasons to %eep hygienically clean and long lasting protection against body odor.

edia plan%radio: The radio ad has been derived fro" the T5# $ith air ti"e on all "ainstrea" channels li%e ,adio foorti& ,adio Today& ,adio A"ar etc.

Print ad'ertise)ent: The ne+t priority of D*TTG( /GAP is Print "edia. Dettol soap has a very aggressive approach in print advertising $ith the launch of the ne$ Dettol soap ads appear in al"ost all the leading ne$spapers around the country

"onsu)er pro)otion: Dettol soap also provides additional support by giving a$ay various consu"er pro"otions to provide the consu"er $ith the e+tra value benefit. The consu"er pro"otion introduced by Dettol soap $as that on a purchase of three soaps the consu"er $ill get a saving. The consu"er pro"otion is as under. Another consu"er pro"otion opportunity as a part of ne$ product pro"otion and sa"pling effort has been carried out at M*T,G stores in (ahore and

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-sla"abad $here a free soap bar is being offered on a single purchase of the ne$ product& Dettol MP#.

Instore place)ent strate!y: Dettol soap has also planned an in4store place"ent strategy to pro"ote and "ar%et their product so to have "a+i"u" visibility to the consu"er= they have assigned dedicated shelves to the product and are also pro"oting their product in "etros. Their place"ent strategy is "ainly focused on: Place Dettol /oap ne+t to (ife bouy *)ual or "ore facing than (ife bouy. Place bet$een (u+ ' (ifebouy $here Possible. Build brand bloc% $herever possible

=.@ 3ction pro!ra)s:

Dettol is a popular brand .They has created 2 types of action plans.

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9or its custo"ers. And for its distribution tea"s too. Brand buliding Action Progra"s

3ction plan *or custo)ers+: 9or the custo"ers they have created four seg"ent action plans. They have divided the seg"ent according to the seasonal needs: All season plan. /u""er seg"ent and free gifts. Monsoon seg"ent and free gifts. inter seg"ent and free gifts.

3ll season plan: Gver the year they pro"ote Dettol original. They have focus on this soap e)ually in all season over the year. -t the "ain dettol soap and people use it very "uch. They give free soaps& soap case.

Su))er se!)ent and *ree !i*ts: -n this season they "ainly focus on the reenergi0e soap4 it3s the ne$ product of dettol soap. -t gives you freshness of orange and trusted protection fro" ger"s. -n this season they give free soaps.

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onsoon se!)ent and *ree !i*ts: 9or the "onsoon season focus on the dettol cool soaps. -t gives you relief fro" the stic%y hot $eather and gives you a fresh feel. -n this season they give free soaps.

Winter se!)ent and *ree !i*ts: (ast for the $inter season they have introduce the s%incare dettol soaps. -n the $inter your s%in get ruff and the ger"s attac% the" easily. 9or protecting for this the s%in care soap is the best option. 9or this season also they give free soaps. To influence the custo"ers they try to create a i"age of product focusing on the ti"ing of ad3s of each products on particular basis of seasons.

[email protected] 3ction plan *or distri,ution tea)s: Dettol 9Sahensaha+ 3ward: Gor distri,utors 4$e!ional6:

< eighted on Target Achieve"ent: Gn 5olu"e delivery as per target 2 eighted on -nnovative 5isibility: #reating differential high i"pact visibility ' activity in the "ar%et ! eighted on /hip"ent Phasing >5olu"e;

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3ward:

/pecial a Trophy for the DB tea" ' the onour of the L/ahensaha3 inner to be a$arded a Branded ift Incenti'e *or DS$ F deli'ery)en: "riteria 1:



5olu"e delivery as per target



 "onth3s cu"ulative Target to be finali0e before the launch of the event "riteria : 



2? Dettol /oap $indo$HD/, in first "onth



(ist of the $indo$ outlet to be sub"itted and verified

Incenti'e:

Mobile Phone A$ard for D/,3s #ash A$ard >T%. !; for Delivery"en on ! house target achieve"ent TS award: "riteria 1:



5alue delivery as per target



 "onth3s cu"ulative Target to be finali0e before the launch of the event

3ward:



Top ? T/M of every "onth $ill get : T%. !&.



#ertificate fro" Minco"



/pecial A$ardQ

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Dettol 9B3DSH3+: Gor the price o* dettol ,adsha: Part 1: Tar!et achie'e)ent

− Gn 5olu"e delivery as per target − J? eighted on #ha"pionship Part : "ontest on inno'ati'e 'isi,ility

− -nnovative visibility= creating differential high i"pact visibility in the "ar%et − PhotographsH5ideos of the activity to be shared − inner to be decided by ead of /alesHTMM − !? eighted on #ha"pionship Dettol 9B3DSH3+ award:

− TE. 2& cash a$ard for the tea" leader − Branded $rist $atch for all "e"bers of the tea" − #ertificate fro" Manage"ent #o""ittee.

Brand ,ulidin! action pro!ra)s: ,B %no$s your fa"ily "eans everything to you. Fou3ll do anything to %eep the" happy and healthy. ,B believes that health depends on the choices ,B "a%e every day at ho"e& in our co""unity and beyond. That3s $hy ,B has started a Mission for ealth. Gur "ission is fuelled by passion and bac%ed by our e+pertise in disinfection& hygiene and first aid. 9ro" the products ,B "a%e& to the education ,B provide& and the causes ,B cha"pion.

$B is in'itin! you to /oin our )ission. 3 )ission *or health: 

Dettol has ta%en "any initiatives and is going on a Mission to i"prove the health of people of Bangladesh

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

-t spea%s of $hat Dettol does in such initiatives 4 @e$ "u" progra"s& ealth education in schools& disaster relief effortsRall part of our Mission for health



/o ,B at Dettol saysR +when you use Dettol you are part o* so)ethin! ,i!!er(



/o co"e 8oin us in the Mission for health

Dettol )o,ile clinic: "oncept: Dettol al$ays cares about the "ass population. As part of the Mission for

ealth 6 a ne$ 8ourney also started to give health support for general people. ,/ecti'e: *stablish Dettol as a brand $hich cares about its consu"ers and to reach

$ith the "ission for health "essage to large populationHgeography 3cti'ities: The clinic: A Dettol branded vehicle $ith several tas%:

Mobile clinic for health Advise and basic chec%4up& carrying basic clinic setups 4 doctors table& diagnostic bed $ith so"e basic instru"ents. Portable bo$ls for $ashing hands 6 trial generation Physician: BPMPA to provide Doctors in respective locations for a day for free "edical

chec%4up. Agency $ill also carry a doctor as a bac%4up to ensure s"ooth operation of the clinic.

o,ile clinic acti'ities:

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Announce"ent in the area > hours before the activity; 

Arrival of Mobile #linic tea"



/et4up in the "iddle of the residentialH"ar%et area



Mothers $ith %ids $ill register



-nitial chec%4up for "other and child



eight scale& height scale& body te"perature& apparent signs of ill health



9ree "edical adviceH consultation $ith a fe"ale doctor >ynaeH #hild specialist;



Trained nurses give the Dettol ealth and ygiene Tal% to the "others

Eew )u) sa)plin!: The %ey that initiates life on earth and creates the future generation 6 the ca"paign goes to ne$ "o"s $hen they are $ith their ne$ born at hospitals. The ai" is to touch the" at that very standing point of 8ourney to "otherhood to health and hygiene $ith Dettol also starts si"ultaneously The Dettol tea" $ill ta%e photos of these baby3s along $ith their "o"s and they also give the" a gift ha"per $hich includes different products and a boo%let $hich describes different

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tips of hygiene. After fe$ days photos $ill be distributed to the" and these baby3s $ill be called as “Dettol Baby”

=. "ontrol: #ontrolling and "onitoring is very crucial for any co"pany. ,ec%itt Benc%iser Bangladesh li"ited has follo$ed different control "echanis"s to "onitor the perfor"ance of the particular product. These are given belo$ 7ey per*or)ance indicators 47PIs6:

ar#et share analysis: Month on Month Mar%eting Depart"ent analy0e the "ar%et share to deter"ine the current scenario of Dettol /oap. And if "ar%et share is on increase $hich "eans "ar%eting plan is doing $ell

Sales analysis: There is a particular sales target for every product in every "onth so do Dettol soap. By "atching target vs. achieve"ent higher "anage"ent can easily deter"ine the position of Dettol soap $hether everything is doing $ell or not

Ginancial results: 9inancial results are very crucial because "oney is involved in every single activity. By seeing the financial results co"pany can easily find the i"ple"entation results.

ar#et research: Mar%et research is a continuing process in every industry. /o"eti"es third party is involved in this activity. -t $ill gather valuable infor"ation3s regarding custo"er satisfaction co"petition product perfor"ance etc.

ar#etin! in*or)ation syste)s:

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,ec%itt Benc%iser has a rich M-/ syste". There is a M-/ officer $ho is responsible for collecting infor"ation regarding every aspects of the product $hich $ould be very helpful to see the progress of the "ar%eting plan of Dettol soap.

"$ % Eew custo)ers acquired( retention: -f the plan is good ne$ custo"ers $ill hop in and current one $ill beco"e "ore loyal. #usto"er ,elationship "anage"ent can really be helpful in this regard.

Brand awareness: Brand a$areness is a very tested controlling process= in co"pletion of every )uarter ,ec%itt is conducting a brand a$areness progra" to see the progress of the brand $hether custo"ers are "ore a$are than before regarding Dettol soap.

Pro*ita,ility: By seeing the overall profitability "anage"ent can ta%e decisions regarding any product if the profitability is not good that "eans so"e "easures "ust be ta%en in the for" of "ore pro"otions or introducing so"ething ne$ etc. ,ec%itt Benc%iser is very "uch concerned regarding this profitability issue. They set all the progra"s to ensure a s"art profitability.

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>.1 "onclusion: Dettol soap today is the "ar%et leader in the health soap seg"ent of our country. Dettol 6 The very na"e brings to "ind a brand synony"ous $ith health and hygiene. The tag line be ! sure acts as a uni)ue selling point for its soaps. -t "anages to gain the confidence of consu"ers such that they are certain that by using Dettol soap they re"ain ger" free totally. Being usable for different %inds of s%ins Dettol can also be used safely during different seasons $ithout negative effect. Much other soap has this effect of inducing s%in to peel off during $inters $hich is not the case $ith Dettol. 9or people $ith sensitive s%in Dettol has also introduced its variant Dettol /%incare. -n our country peoples are very "uch concern about the ger"s and health care that3s $hy they fully depends on Dettol $ith the belief that it $ill %eep the" ger" free. 9or %eeping the pro"ise ,B has relentlessly $or% for ensuring better )uality and for "ore protection. #o"petition is very fierce in the soap "ar%et that3s $hy "ar%eting plans play a vital role for the success of the product. ,B $ith its versatile "ar%eting policy striving hard to reach "ore and "ore custo"ers for better gro$th of the co"pany as $ell as ensuring better protection for the people of Bangladesh. The current introduction of ,e4energi0e soap $ith the freshness of oranges $ill leave the custo"ers feeling healthy fresh and re energi0e everyday.

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$e*erence: Boo#: 

Mar%eting Manage"entHThe Millenniu" *dition4 Philip Eotler.



Mar%eting Manage"entH*leventh >!! th; *ditionH Philip Eotler



Principles of Mar%eting Philip Eotler !!th *dition



9ro" annual ,eport of ,ec%itt Benc%iser Bangladesh (td.4 2!

Internet: 

9or dettolsoap.co"



$$.hutba0ar.co"Hinde+



$$$.dettolsoap.co"Hinde+.org.



9or ,ec%itt Benc%iser Bangladesh (td.

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3ppendi Su))er 3d'ertise)ent:

onsoon 3d'ertise)ent:

Winter 3d'ertise)ent:

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Marketing Plan of Dettol Soap

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