DETTOL CAMPAIGN –

MODERN TRADE PROMOTION

l PHASE :

Dettol Liquid Hand wash activation

Market Men carried out various activities at Mumbai, Delhi & Gurgaon to generate trials, create awareness and

educate people to use DETTOL HANDWASH to keep their

family healthy.

PRODUCT

Dettol Liquid Hand Wash System

MODE OF PROMOTION

Product Trials and Demonstration

TOUCH POINTS

24 outlets of Spencer at Delhi, Mumbai and Bengaluru.

OBJECTIVE

To educate consumers on the benefits of Liquid Hand wash.

To create a positive image about the product and its’ USP.

To initiate trials and sample the products.

To make visitor experience the product.

To push sales.

PROPOSITION:

Hygiene is prior for you and your family.

TARGET GROUP

Kids and their Parents(especially mothers).

Sec A , Sec B

Upper middle class families, Middle class families.

DURATION OF THE ACTIVITY

One month

Timings: 10. 00 am to 8.30 pm*

TEAM REQUIREMENT

Promoter-1- At the demonstration

unit.

Promoter2- To interact with the

parents, Kids.

Helper-To ensure the assistance in

regard to unit’s smooth functioning.

Supervisor-To check quality calls,

take care of stocks and to track the

entire functioning of the activity.

Positioning

• The activation was on key lines DETTOL Hand Wash System to keep you and your family healthy

ACTIVATION SET UP DETTOL HAND WASH

5ft x 5ft

set up

CONCEPT PLAY WITH CLAY

A brand activator, positioned inside the store to initiate the discussion with the parents.

First promoter explained and convinced the parents about DETTOL Liquid hand wash

and interesting activity that they and their kids should be a part of.

To participate in the activity, the parent and the kid visited the kiosk together, wherein the kids participated in the contest. They had to create a clay model of his favorite animal. The kid was given a branded hand band.

• Finally, the kids were made to wash their hands with DETTOL LIQUID HAND WASH.

• It opportune the parents as well as Kids to experience the Dettol Hand Wash and

understand Brand Quality..

ACTIVITY FLOW

Pre activity

• Scrutinizing the most visited Modern trade outlets.

• Planning/permissions for the venue as per to the footfalls.

• Fabrication of Demonstration unit.

• Allocating the most visible corner for setting the standalone.

• Setting the Manpower.

• Providing the product, required elements.

Activity

• The Promoters ensured the attention of visitor-parents/kids towards the Demonstration unit. They use to go to visitor, detailing about the product and its’ advantages.

• The promoters put a band across the wrist of the mother and the kid and show them the way towards the unit.

• They encouraged Kids at unit to play the CLAY game and then sample the product.

• Parents/Kids washed their hands with Dettol Liquid hand wash at unit and experienced the germ free hands on the spot.

• Then, Promoters collected detail of the visitor and ensued data generation.

A give away for kids to participate

DELIVERABLES

• The right message was communicated to the TG.

• …..visitors participated from all over the cities.

• Data generation of approx. 2000.

• Time-lines and deadlines were be maintained.

• Activity flow and the route plan as per the brief will be strictly followed.

II series of activation

DETTOL NO TOUCH HAND WASH SYSTEM activation with Floor standing unit

PRODUCT

Dettol NO TOUCH Hand Wash System.

OBJECTIVE

• Educate the new arrival of NO TOUCH DETTOL HAND WASH SYSTEM.

• Accentuating the need for Hand washing which is vital, particularly to mothers, who maintains personal and family hygiene.

MISSION

• Unique positioning for DETTOL NO TOUCH hand wash system, reaching Middle class and Upper Middle class who are potential to afford Rs. 450 when the matter

concerns hygiene.

• Scaling the standards: One step higher for Hygiene. for those who takes extra care.

MODE OF PROMOTION:

• Sampling and sales conduction Modern trade outlets.

DURATION OF THE ACTIVITY

One month

Timings: 10. 00 am to 8.30 pm*

TOUCH POINTS

25 outlets of Spencer at Delhi, Mumbai and Bengaluru.

Idea

Typically when consumers walk out from shopping, they would have collected a lot of germs from picking up products which hundreds of people have

already touched.

Activation stage and Demo

CONCEPT demonstration unit and Sales

• DETTOL NO TOUCH WASH displayed on a demonstration unit with Dettol branding on it.

• The promoter along with 2 supervisors, approached the customers , educated them about the new arrival of Dettol no touch hand wash system and offered to try out new Dettol NO TOUCH.

• After trial, the customers were provided offered on-the-spot buying offer.

RESPONSE

• The activity received tremendous response across the city.

• It encouraged on-the-spot sales followed by rise in further sales.

• THANK YOU

• By Market Men