A presentation on

developing an
IMC plan for

Presented by
JB

Contents
INTRODUCTION
PRODUCTS
COMPETITOR
OBJECTIVES
CURRENT SCENARIO
TARGET AUDIENCE
COMMUNICATION STRATEGY AND TACTICS
MEDIA PLAN
MEDIA SELECTION
BUDGET
OUR MESSAGE

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 1950s.

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.

brands

Products of Dettol

Protecting U from 360 degree

Competitors and market

share

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
To turn

the consumer understand that Dettol is not Savlon.

the use into habit of the customer.

Target audience

Ranges

from all ages from children to senior citizen.

Established

city.

within the urban and sub urban area of the

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.

Communication tactics
Execution style
Demonstration
Health
Free

care programs

distribution of trial pack

Media Plan
Media objective
To reach

mass audience within a short time.

To create

loyal customers and reduce brand switching.

To generate
To turn
To teach

willingness for the non-buyer to try it.

the uses into habit.

the mind of customers about the advantages of

hygienic life.

Choice of Media.
o

Television-: The vehicles will be Star Plus, Colors. These

channels are mostly watched by families sitting all together

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.

Newspaper-: Vehicle will TOI, because it has a very wide

reach, irrespective of age group.

Magazine-: Vehicle will be Gruhshobhika & Gruhinii and

Health care because they are mostly read by household
members, specially by women.

IMC program
ATL activities

Organizing

a health camp on health related issues

and for health awareness with Dettol at popular
multiplexes of the city.

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.

Budget
BTL Activities
ATL activities
Overheads

cost.*

Rs-20000000

cost *

Rs-200000
Rs-50000

* Calculations are done in 2 month

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

Total budget
Media

cost- Rs 121450000.
ATL activities cost- Rs 200000.
BTL activities cost- Rs 20000000.
Overheads- Rs 50000.
Total Cost- Rs 141700000.

Our message to all

Dettol hain to AAP 100%
Surakshit hain

Webliography

http://www.indiaonlinepages.com/population/mu
mbaipopulation.
htmlhttp://www.socialsamosa.com/2012/08/dett
ol-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/