Background Summary:
Dettol has a strong marketing strategy/campaigns. However, the slogan is too literal.
Drivers
To get the message across
To convey a message to the others about the product and how effective it can be
To ensure that all mothers uses the product
To ensure a hygienic family or the safety of their family
To allow people to understand how effective this can be
Audience
We’re reaching out to mothers. Most people uses a cheaper cleaning liquid for their houses
as to save budget since they’re income comes from the husband.
They should be more attentive to certain products and what they’re using as they’re responsible for their family’s cleanliness/hygiene.
Competitors
The ones on the same shelves are Kirei Kirei, Watsons and Lifebuoy
Dettol promises to kill 99.9% of bacteria/germs and is a trusted brand.
Message
USP: Kills bacteria/germs
To understand how our mothers should be concerned about their cleanliness.
Concept
Poster
Guerilla Marketing - Applying on newspaper
Guerilla Marketing - Displaying at bustop ads
