A presentation on developing an IMC plan for

Presented by Sachin Chavan

Varun Shah Sagar Kale

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 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.•

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 the consumer understand that Dettol is not Savlon.

To turn the use into habit of the customer.

Target audience

Ranges from all ages from children to senior citizen.

Established within the urban and sub urban area of the city.

Communication StrategyCampaign 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 care programs

Free distribution of trial pack

Media PlanMedia 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.

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.

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 ad in the wall of escalator of shopping malls.

Dettol items gift for customer of big bazaar against bill on Wednesday.

Budget

BTL Activities cost.* Rs-20000000

ATL activities cost * Rs-200000

Overheads * Rs-50000

* Calculations are done in 2 months basis

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/

mumbaipopulation. htmlhttp://www.socialsamosa.com/2012/08/

dettol-india-mind-champions-facebook-campaign-review/

http://www.business-standard.com/article/companies/lifebuoy-takes-a-dig-at-dettol-again-112061400016_1.html

http://www.dettol.co.in/ http://www.dettol.co.in/no-touch-handwash/