Assignment Campaign Plan of Any Product/Service Nigar Sultana

Assignment
On
Campaign plan of any Product/Service

Submitted To Nigar Sultana
Associate Professor Department of Marketing Jahangir agar University Savar, Dhaka
Submitted By
Md. Hasan Imam
ID: 20203070
Batch: 28
Major: Marketing
Campaign plan of Dettol Re-energize Soap
 Introduction:
Dettol a Power brand from" the portfolio
of, Rekitt Benckiser has come up with new
Dettol Re-energize soap with the
freshness of orange and Dettol’s trusted
germ protection. The unique formulation
not only protects you against germs but
also leaves you feeling healthy, fresh and
re-energized.
 BACKGROUND, PURPOSE,
FOCUS:
Consumers are always looking for a unique aspect

within their daily regime & some special freshness that
brings a special energy in everyday life.
Innovation is key at Reckitt Benckiser and our aim is
to provide the consumer new formulations and new
product’s every single time. Dettol re-energize is another
offering from Dettol that I am confident would not only
provide the Dettol’s trusted protection from germs to its
users but also keep the refreshed and energized every day.
Dettol, re-energized is an ideal soap for

the entire family whose zesty Orange fragrance makes
leaves you feeling fresh and re-energized apart from its
unique formulation that gives superior protection against
germs.
 Situation Analysis:
Soap is a major consumable item and there is a huge
demand and potential in this
market particularly the anti-bacterial segment. The
anti-bacterial market segment has grown year on year
by more than 7% percent due to increased consumer
awareness and education on the benefits of anti-
bacterial soaps. As a result& the pie is growing bigger
every year.
 Analyzing Micro Environment factors
Demand: Although the demand for Reckitt Benckiser products is

very high but when RB talk about the demand of the Dettol soap the
demand is growing in the antibacterial category. The market share of
Dettol soap is more than 10 % in Bangladesh.
Competition: There was no direct competitor of Dettol soap at the

time of launching; but today two brands are directly competing Dettol;
Lifebuoy (Unilever), Savlon (ACI). Bactrol
(Kohinoor Chemicals Limited) is also direct competitor.
Legal/political: These are the uncertainties that are extremely

variable in the political conditions of Bangladesh. Constant political
instability does affect the company in terms of building new relations
with new governments all the time.
 Analyzing Macro Environment Factors

Social and Cultural factors: The company has to be very
careful in the implementation of its promotional campaigns, since the
social cultural environment of Bangladesh is very conservative and
any suggestive advertisements usually face a lot of negative
reactions on the part of the consumer.
Other factors: Like the government regulations, technological

advancements have had no significant effect on the product and the
company.
 Target Market:
A target market is a group of customers that the

business has decided to aim its marketing efforts and
ultimately its merchandise towards. A well-defined
target market is the first element to a marketing strategy.
The target market and the marketing mix variables of
product, place(distribution), promotion and price are the
four elements of a marketing mix strategy that
determine the success of a product in the marketplace.
The target market for Dettol soap is all households
(primarily mothers) who can afford buying soap and
who want to fulfill an everyday need (primarily
bathing) that provides them and their family with a
100% anti-bacterial solution – complete protection from
all germs/ bacteria and cleanliness from dirt / grime.
 IMC Campaign Objectives:
Reckitt Benckiser's objective is

to generate industry average
profitable growth by:
Focusing on building the power
brands in high growth
categories
Geographic expansion of the
portfolio
Continuous innovation
Higher investment in brand
building
Margin expansion and cash
conversion to fund reinvestment
in core brands and to
grow returns to shareholders.
Reckitt Benckiser's objective is
to generate industry average
profitable growth by:
Focusing on building the power
brands in high growth
categories
Geographic expansion of the
portfolio
Continuous innovation
Higher investment in brand
building
Margin expansion and cash
conversion to fund reinvestment
in core brands and to
grow returns to shareholders.
Reckitt Benckiser's objective is to generate
industry average profitable growth by:
 Focusing on building the power brands in high growth
categories
 Geographic expansion of the portfolio
 Continuous innovation
 Higher investment in brand building
 Margin expansion and cash conversion to fund
reinvestment in core brands and to grow returns to
shareholders.
 Barriers, Benefits, competition:
 Barriers: These are the uncertainties that are extremely variable in
the political conditions of Bangladesh. Constant political instability
does affect the company in terms of building new relations with new
governments all the time.
 Benefits: Soap is a major consumable item and there is a huge demand

and potential in this market particularly the anti-
bacterial segment. The anti-bacterial market segment has grown year on
year by more than 7% percent due to increased consumer awareness and
education on the benefits of anti-bacterial soaps. As a result& the pie is
growing bigger every year.
 Competition: There was no direct competitor of Dettol soap at the

time of launching; but today two brands are directly competing Dettol;
Lifebuoy (Unilever), Savlon (ACI). Bactrol
(Kohinoor Chemicals Limited) is also direct competitor.
 Positioning Segment
 Positioning against competitor:
Dettol is positioned as a premium brand which the mother chooses for 100%
protection against all germs and bacteria for her family. The mother of the family
is the focal point for Dettol Soap positioning compared to Savlon and Lifebuoy
which focuses on children.
 Positioning in relation to product attribute:
The primary positioning of product attribute is that Dettol Soap has the
essence of Dettol Solution, the no. 1 antiseptic brand in the world trusted by
families everywhere for over a century – which its competitors do not
possess. Hence, it is considered a premium brand in the anti-bacterial
segment.
 Positioning by price and quality:
As Dettol is a premium brand, it is priced at a premium to its competitors (Savlon

and Lifebuoy). Being premium means there will be no compromise in quality as
the link between price and quality exists and customer is always willing to pay
more for perceived quality which in the case of Dettol soap, he/she does.
 Discounts and allowances:
RB give a special trade offer on Dettol Soap during the summer season so as to
push to product into retail and an additional discount to wholesalers to maximize
loading in the channel and improved distribution when demand (consumer pull) is
maximum. In addition, for the months of June to August – RB runs a special
consumer promotion pack of three Dettol Soaps (in one package) with a price off
on a purchase of three soap bars.
 Value proposition:
Dettol soap today is the market leader in the health soap
segment of our country. Dettol – The very name brings to
mind a brand synonymous with health and hygiene. The tag
line be 100% sure acts as a unique selling point for its soaps.
It manages to gain the confidence of consumers such that they
are certain that by using Dettol soap they remain germ free
totally. Being usable for different kinds of skins Dettol can
also be used safely during different seasons without negative
effect. Much other soap has this effect of inducing skin to peel
off during winters which is not the case with Dettol. For
people with sensitive skin Dettol has also introduced its
variant Dettol Skincare. In our country peoples are very much
concern about the germs and health care that’s why they fully
depends on Dettol with the belief that it will keep them germ
free. For keeping the promise RB has relentlessly work for
ensuring better quality and for more protection. Competition
is very fierce in the soap market that’s why marketing plans
play a vital role for the success of the product. RB with its
versatile marketing policy striving hard to reach more and
more customers for better growth of the company as well as
ensuring better protection for the people of Bangladesh. The
current introduction of Re-energize soap with the freshness of
oranges will leave the customers feeling healthy fresh and re-
energize every day.

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Assignment

Campaign plan of any Product/Service

Consumers are always looking for a unique aspect

Dettol, re-energized is an ideal soap for

 Analyzing Micro Environment factors

Demand: Although the demand for Reckitt Benckiser products is

Competition: There was no direct competitor of Dettol soap at the

(Kohinoor Chemicals Limited) is also direct competitor.

Legal/political: These are the uncertainties that are extremely

 Analyzing Macro Environment Factors

Other factors: Like the government regulations, technological

A target market is a group of customers that the

 IMC Campaign Objectives:

Reckitt Benckiser's objective is

 Benefits: Soap is a major consumable item and there is a huge demand

 Competition: There was no direct competitor of Dettol soap at the

(Kohinoor Chemicals Limited) is also direct competitor.

 Positioning in relation to product attribute:

 Positioning by price and quality:

As Dettol is a premium brand, it is priced at a premium to its competitors (Savlon

 Discounts and allowances:

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