Marketing Communications: Marketing Campaign for Dettol and Lifebuoy - Case Study Example

Executive Summary Dettol & Lifebuoy is performing in the hygiene market and has ensured that they provide different hygiene products which helps to prevent the family against germs. This has helped the company to ensure that they are able to grow and has different products and advertising campaign which looks towards the same. The report presents the manner in which both Dettol and Lifebuoy has designed the advertising campaing by looking into both the central and peripheral persuasion of advertising in their campaign. They have ensured it through the message and different variants available in the market. This has helped them to ensure that they target the correct base of customer i.e. housewives as they look after the hygiene of families. The company has also ensured that they are creative by using the emotional touch and ensuring that they are able to use the household setting to their advantage. This has made both the company ensure that they look into the different marketing mix and design their advertisement which ensures maximum customer attention. Table of Contents Introduction 3 Purpose of the report 3 About the Company 4 Target Market 4 Product Market 5 Communication Objectives 7 Creative Strategies & Tactics 8 Campaign Planning Approach 10 Conclusion 10 References 12 Introduction The world has many players who provide different products and services which look towards the well being of the society. Different organizations develop different products which ensure that the hygiene of the society is looked into. Dettol & Lifebuoy are two companies which 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 of Dettol & Lifebuoy has been taken from you tube and the advertisement were telecasted in Australia in 2010. Both the advertisements try to presents 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 helps 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-spetic liquid, hand wash, soap, and plaster and so on. Lifebuoy is a similar company which 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). Target Market The different advertisement campaign launched by Dettol & Lifebuoy helps to identify the target market both the companies are looking at. Dettol & Lifebuoy looks towards a same base of customer as their product are similar and work in the same niche market. Both the company look towards providing hygiene products and their advertisements depict similarity. The advertisements bring forward the fact that both Dettol & Lifebuoy looks towards households as the advertisements involves a household setting. The advertisement is directed towards the household which primarily consist of mothers who purchases different hygiene products for the family so that 100% anti bacterial solution can be provided to the family (Bhusan, 2007). The target market of both the company looks towards eying customers who are loyal to the brand and people who are most likely so switch to the brand by giving up some other brand (Philip & Gary, 2001) This helps to further segregate the market of both Dettol & Lifebuoy based on geographic, demographic and behavioral factors as shown below Geographic Urban, Sub-Urban, Small Town & Rural Demographics Women mostly mothers within the age bracket 18 years to 45 years Social Economic Status Middle & Upper Middle Class Rural market through wholesale Psychographics Housewives & mother who care about hygiene of the family The different advertisement campaign highlights the same and shows the way the company is looking towards having loyal customers at the same time providing new variants to attract more customers who become loyal to the company. Product Market Dettol & Lifebuoy both looks towards performing in the hygiene market and have launched different products in the hygiene sector. In the hand wash segment the company has launched different variants and in different sizes so that all customers can ne attracted based on the pocket. This helps to develop the product market of Lifebuoy and Dettol as follows (Lifebuoy Products, 2011) Hygiene Product Personal Hygiene Household Hygiene Shampoo Soap Handwash Badywash Toothpastes Hand sanitizer Handwash Pump Handwash Refill Moisture Conditioning Sooth Classic Refresh Nature Care Fresh The diagram shows that both Lifebuoy and Dettol are looking towards performing in the same market and have a similar customer base. Both the company has looked into taking every step in their advertisement campaign so that proper communication can be made with the customers. Communication Objectives Dettol and Lifebuoy have looked into communicating the message they want to through their advertisement campaign so that the correct customer base can be targeted. Both the company has used both the central and peripheral routes to increase the effectiveness of their advertising campaign (Petty, Cacioppo & Schumann, 1983). Dettol & Lifebuoy have looked into both this aspect and incorporated it in their advertising campaign as seen from the advertisement telecasted by both the company in 2010. Dettol has looked forward to use the following mentioned communication objectives in their advertisement campaign Category Need: Dettol has identified the requirement of the society that they need to fight against germs so that family is protected and has looked towards fulfilling the category need by highlighting the use of hand wash so that germs can be reduced. The company has used innovativeness by showing that hands are used to consume food and it comes in contact with different places which has germs which needs to be cared by washing those so that germs are reduced. This makes the customer choose the product based on the liking for a different smell, freshness and other factors which people like so that the hand smells accordingly. Brand Awareness: Dettol has also looked towards passing on the brand awareness by highlighting the manner in which the experience gets enhanced after the family uses hand wash which helps them to protect themselves against germs. Also having a family setting and highlighting them have ensured that the customer remembers about the product at the point of purchase. Lifebuoy has also looked towards achieving the communication objectives through the advertisement commercial and look to provide the following communication to the customers Category Need: Lifebuoy highlights the importance of using hand wash in comparison to soap used for washing hands as using soap by all members in the family still results in the germs being passed on as when a family member comes in contact with the soap some bacteria is passed on to th soap which passes on to other memebrs of the family using soap thereby having little effect by using soap. Hand wash ensures that such problems are reduced and increases the chances of hands being free as family members just presses as uses the hand wash there highlighting the need of using hand wash instead of soap to protect the family. Brand Purchase Intention: is highlighted from the television commercial of Lifebuoy as it creates a perception in the mind of the consumer that using Lifebuoy ensures that the family is safe thereby making the purchase to be impulsive and creates an intention for the buyer to purchase the product. Creative Strategies & Tactics Dettol & Lifebuoy has ensured that the advertising campaign is creative and attracts maximum viewership. The company for this has looked towards using television commercial as the viewership for it is high and helps to attract maximum customer towards the product. Both the company has looked towards ensuring that they use the different marketing mix in the advertising campaign so that they are able to look into all aspect of marketing. Lifebuoy has looked towards using brand awareness as a major crux of their creative marketing tactics. This is based on the premise that the company through its advertisement campaign stress on the fact that using Lifebuoy hand wash helps to protect the family as its main function is fighting germs. Using different situations and highlighting the carelessness which could lead towards germs entering the human body and can have a harmful effect is well depicted. Their advertising campaign has looked towards being creative by ensuring that using the hand wash helps to reduce germs thereby creating awareness among people to use hand wash to fight germs and protect their lives and the lives of their families. Dettol on the other hand has also used the brand attitude in their television commercial by highlighting the manner in which low involvement and informational transformation is depicted. The company on this front has ensured that they have used an emotional appeal. The company has ensured that they use wives and children thereby highlighting the importance of family and ensuring hygiene for them. The advertising has been very creative as they have used a house setting and highlighted the different activities which results in the growth in germs and using the hand wash helps to protect the family thereby ensuring hygiene. The company has concentrated on the emotional aspect and designed their campaign in such a manner that it helps to achieve both the brand awareness and attitude by working on the different factors which will help household Campaign Planning Approach The campaign planning approach of both the company shows that they were looking to bank their advertisement on the wives and children as parents and family take extra care for their children and family. While designing a campaign both the company ensured that they don’t copy the work of their competitors as it could lead towards legal problems. They ensured that the campaign is according to the countries social needs and if any objections are raised by the government we make the necessary changes. This has ensured that their advertising campaign approach looked into factors which will help to attract maximum customer by giving an emotional touch. On the ethical front both the company ensure that the advertising campaign doesn’t contain pictures, images or things that could be harmful to the society. They also ensured that the campaign doesn’t goes against any section of the society. They also ensured that sexual pictures which could have an impact on children are avoided. The entire campaign is designed based on the fact that it is ethical. This has helped them to ensure that the approach towards designing the advertising campaign looks into the emotional fcator and design it that highlights the hygiene factors and helps to prevent the family against germs. Conclusion The report thus presents the different aspect of marketing campaign that both Dettol & Lifebuoy has looked to incorporate in their advertising campaign. Both the company had used both the central and peripheral route of advertising while designing their advertising so that the different sections of the customer that both are looking to eye is catered to. This has helped Dettol & Lifebuoy to be creative and give an emotional touch to their advertising campaign by bringing forward family and children and the benefits that accrues due to hand wash. The campaign has ensured that the company is able to garner maximum efficiency through the advertising campaign. References 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 Read More