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IMC Presentation on Dettol
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9/9/22, 10:40 AM IMC Presentation on Dettol
Sachin Chavan
•
Oct. 14, 2013
•
11 likes
•
11,983 views
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9/9/22, 10:40 AM IMC Presentation on Dettol
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IMC Presentation on Dettol
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IMC, Media Planning, Media Budget, Marketing plan, ATL and BTL, Above the line and below the line, Media selection, Communication Strategy and Plan, IMC
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Sachin Chavan
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9/9/22, 10:40 AM IMC Presentation on Dettol
IMC, Media Planning, Media Budget, Marketing plan, ATL and BTL, Above the line and below the line, Media selection, Communication Strategy and Plan, IMC
program
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IMC Presentation on Dettol
1. 1.
A presentation on
developing an
IMC plan for
Presented by
Sachin Chavan
Varun Shah
Sagar Kale
2. 2.
Contents
INTRODUCTION
PRODUCTS
COMPETITOR
OBJECTIVES
CURRENT SCENARIO
TARGET AUDIENCE
COMMUNICATION
STRATEGY AND TACTICS
MEDIA PLAN
MEDIA SELECTION
BUDGET
OUR MESSAGE
3. 3.
Introduction to Dettol
•
Product of Reckitt Benckiser.
•
World No.1 Antibacterial Brand.
•
Launched in the UK in 1933 as a specialized antiseptic liquid.
•
Accepted for domestic use as a first aid product in 1950’s.
•
No.1 position in antiseptic category over the 105 countries for
the last 70 years.
•
It has operations
in over 60 countries and its products are sold
in over 180 countries.
•
4. 4.
brands
5. 5.
Products of Dettol
Protecting U from 360 degree
6. 6.
Competitors and market
share
7. 7.
Objective
To
place Dettol as a complete health care product in the mind
of the consumer.
Our
message to the consumer will be, to accept Dettol as
their
personal doctor.
To
make the consumer understand that Dettol is not Savlon.
To
turn the use into habit of the customer.
8. 8.
Target audience
Ranges
from all ages from children to senior citizen.
Established
city.
within the urban and sub urban area of the
9. 9.
Communication Strategy
Campaign Theme
The
new campaign is named “ Dettol hai toh Safe hai”
Designed
to turn consumers towards hygienic life.
Campaign
will be a type of education for the audience.
Campaign
is design to show empathy towards the customers,
that we really care for them.
Encourage
repeat purchase of Dettol product.
10. 10.
Communication tactics
Execution style
Demonstration
Health
Free
care programs
distribution of trial pack
11. 11.
Media Plan
Media objective
To
reach mass audience within a short time.
To
create loyal customers and reduce brand switching.
To
generate
willingness for the non-buyer to try it.
To
turn the uses into habit.
To
teach the mind of customers about the advantages of
hygienic life.
https://www.slideshare.net/SachinChavan21/imc-presentation-on-dettol-27173923?qid=9e51e78d-916f-40b0-9aa4-f606d62a3318&v=&b=&fro… 10/22
9/9/22, 10:40 AM IMC Presentation on Dettol
12. 12.
Choice of Media.
o
Television-: The vehicles will be Star Plus, Colors. These
channels are mostly watched by families sitting all together
o
Radio-: It is
one of the easy means of communication. The
vehicle will be Radio Mirchi 98.3 FM. Ad will be starting from
morning 7 AM during the show along with
Health tips of the
day.
o
Newspaper-: Vehicle will “ TOI”, because it has a very wide
reach, irrespective of age group.
o
Magazine-: Vehicle will be
“Gruhshobhika & Gruhinii” and
“Health care” because they are mostly read by household
members, specially by women.
13. 13.
IMC program
ATL activities
Organizing
a health camp on health related issues
and for health awareness with Dettol at popular
multiplexes of the city.
14. 14.
IMC program
BTL activities
Will
perform campaign in dispensaries.
Providing
drops of Dettol Hand sanitizer to the customers of
food junction in
multiplexes.
Display
Dettol
ad in the wall of escalator of shopping malls.
items gift for customer of big bazaar against bill on
Wednesday.
15. 15.
Budget
BTL
Activities cost.*
Rs-20000000
ATL
activities cost *
Rs-200000
Overheads
*
Rs-50000
* Calculations are done in 2 months basis
16. 16.
Media budget
Television
•
•
Star plus- Rs 60000000
Colors- Rs 60000000
Radio
•
Radio Mirchi- Rs 300000
Newspaper
•
TOI- Rs 1000000
Magazine
•
•
Gruhshobhika, Gruhinii & Women Era - Rs 100000
Healthcare- Rs 50000
Total Media budget for 2 months
Rs 121450000
17. 17.
Total budget
Media
cost- Rs 121450000.
ATL activities cost- Rs 200000.
BTL activities cost- Rs 20000000.
Overheads- Rs 50000.
Total Cost-
Rs 141700000.
18. 18.
Our message to all
Dettol hain to ‘AAP’ 100%
Surakshit hain…
19. 19.
Webliography
http://www.indiaonlinepages.com/population/m
umbaipopulation.
htmlhttp://www.socialsamosa.com/2012/08/detto
l-india-
mind-champions-facebook-campaignreview/
http://www.businessstandard.com/article/companies/lifebuoy-takesa-dig-at-dettol-again-112061400016_1.html
http://www.dettol.co.in/
http://www.dettol.co.in/no-touch-handwash/
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