The paper "Marketing Communications: Marketing Campaign for Dettol and Lifebuoy" is a perfect example of a marketing case study. The world has many players who provide different products and services which look towards the well being of society. Different organizations develop different products which ensure that the hygiene of the society is looked into. Dettol & Lifebuoy are two companies that provide products catering to the hygiene industry. In this project, I have chosen Dettol & Lifebuoy and looked into the advertising of both the company which helps to identify important findings related to the organization.
The advertisement for Dettol & Lifebuoy has been taken from youtube and the advertisement was telecasted in Australia in 2010. Both the advertisements try to present the benefits that the customers are likely to achieve by using the product also look towards targeting the customer base that will help to ensure maximum efficiency of the advertisement and ensure that the advertisement is directed in the right direction. Purpose of the Report To identify the target market for both Dettol & Lifebuoy based on the advertisement campaign launched by the company To identify the product market and communication objectives that Dettol & Lifebuoy is looking to achieve in their campaigns To identify the creative tactics and campaign planning approach used by Dettol & Lifebuoy About the Company Reckitt Benckiser Plc is a company which leads the household cleaning market and provides hygiene products which help in improving the quality of life of people present in the society.
The company has its operations in over 60 countries and their hygiene products are sold under the brand Dettol (Dettol, 2011). The company looks towards providing different products like anti-septic liquid, hand wash, soap, and plaster, and so on. Lifebuoy is a similar company that provides products to the household so that cleaning can be maintained.
The company looks towards providing different products and like soap, body wash, hand wash, and hand sanitizer so that people give importance to hygiene care and look towards improving the quality of life (Lifebuoy, 2011).
Phillip, K. & Gary. A. 2001. Principles of Marketing, 9th ed. Upper Saddle River, NJ: Prentice Hall, p.245
Petty, R., Cacioppo, J. & Schumann, D. 1983. Central & Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement. Journal of Consumer Research. 10.p. 135-146
Bhusan, R. 2007. Reckitt Benckiser Repositioning Dettol to take on Lifebuoy. Retrieved on September 5, 2011 from http://articles.economictimes.indiatimes.com/2007-10-24/news/28494510_1_dettol-germ-protection-variants
Dettol. 2011. Dettol. Retrieved on September 5, 2011 from http://dettol.co.in/
Dettol Products. 2011. Dettol Products. Retrieved on September 5, 2011 from http://dettol.co.in/liquid_handwash.html
Lifebuoy. 2011. Lifebuoy: About Us. Retrieved on September 5, 2011 from http://www.lifebuoy.com/brand_history.html
Lifebuoy Products. 2011. Lifebuoy Products. Retrieved on September 5, 2011 from http://www.lifebuoy.com/body_wash.html