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PROJECT REPORT ON MANAGING MARKETING PROGRAM DETTOL DETTOL HANDWASH PROGRAM

SUBMITTED TO: MRS. DEEPTI SHRIVASTAV

SUBMITTED BY:GAURAV RAI PG20102115

Dettol Hand Wash Program


Introduction:
India as a country is witnessing rapid growth and is now well and truly on the world map, but the country still has a very low level of awareness in terms of importance of maintaining personal hygiene. This leads to variety of diseases. Leveraging on the above mentioned facts Dettol decided to take a unique initiative where in they wanted to create awareness about the importance of personal hygiene and its contribution towards leading a healthy life. While planning this activity the world was gripped with the fear of swine flu and in India each day new cases of this deadly flu were being reported across the country. This provided the perfect platform for Dettol to educate people to fight of this menace by washing their hands properly and regularly Thus the Dettol Hand wash program was conceived. The task was to inculcate the importance of hygiene in youngsters so that when they grow up they understand the importance of hygiene and stick to it throughout their life and also inform their parents about the importance of washing hands regularly , while also placing DETTOL liquid soap as the best product available for hygiene by tying up with 317 schools and thereby tap approx 0.25 million students where the kids experienced the importance of hygiene, harmful effects of germs and proper way to wash the hands over a period of 3 months. The Campaign achieved this daunting task by reaching to 20 cities across 4 states (Tamil Nadu, Karnataka, Andhra Pradesh and Kerala) in South India.

Market Environment:
Although penetration of soap is 95%, there is extremely low frequency of usage of soaps 26% Urban Indians (173 million) do not use soap everyday 74% Rural Indians (492 million) do not use soap everyday 665 million do not use soap every day. There is a potential market of 665 million consumers waiting to be tapped. A quarter of the Indian people in urban areas and three quarters of the people in rural areas do not use soap every day, according to estimates by the World Bank's Water and Sanitation Program

Target Audience:
Kids of the age group of 5-12 years A & B+ cities

Objective:
Primary objective of the campaign was to educate kids on the importance of Hygiene and the health factor To Position Dettol as a grooming product which offers hygiene Generate conversions through trials and increasing the product awareness Place Dettol as the best product available for managing hygiene Educate the TG, communicate the brand USPs and generate trials in a manner which impacts non assisted sales .

Challenges:
To educate the kids in such a manner so that they learn the importance of hygiene while having fun. Edutainment was the key. Dettol has a very large base in the region, to be able to show any impact on the brand numbers the activation needed scale. Thus Generate trials among 0.25 million kids and increase brand recall plus have some impact on brand sales as well. Reaching out to the parents through kids as this is a household purchase and for any number impact it was necessary that the program itself has an impact on the kids thus filtering down to the household.

Campaign Strategy:
The need was to reach out to a larger section of households and educate them on the importance of personal hygiene. But the challenge was how to get the Target Consumers under one roof , hence they thought of entering the households through kids who are the future of the country and could be tapped in large numbers at schools. The thought was that educate kids and make them brand custodians so that they in turn become brand ambassadors and spread the brand communication amongst their family and peers. Taking all the above mentioned factors into consideration Dettol decided to implement a School Contact Programme.

Campaign Agency:
Jagran Solutions: Jagran Solutions approached 28 schools across 5 cities with the concept of training kids about hygiene and its importance in day-to-day life. The activity, through its interactive sessions contacted over 3 lakh students. Along with distribution and display of informative leaflets, posters and standees on Handwash, students with 100% attendance were awarded the "Dettol 100% attendance award". Sharp NGO: It volunteers in demonstrating hygiene campaigns in various schools and public places.

Concept:
The Hand wash program was a unique program that involved a school contact program tapping kids from class 1st to 6th. The program was a interactive platform whereby the kids of the school were communicated the hazards of germs. They were explained in detail the importance of maintaining personal hygiene by washing their hands properly and regularly, so that they can lead a disease free life. During the process of educating the kids, the campaign also reinforced the core message of the activation by giving out 100% attendance award to the kids who had 100% attendance in their class.

Approach to the Campaign:


A class to class demonstration of the concept to the students (It was done in the school auditorium/classroom where all classes were given the hygiene session) Collateral Material

100 % Attendance Award certificate: 15000 Attendance certificate were awarded to kids to
acknowledge their attendance.

317 Soft Board installation-Health Bulletin next to the school notice board. 2000 Posters & Mirror Stickers placed strategically in schools Toilets. 3 Lac Bookmarks and Time Tables & 15 Lac Name slips. First Aid Kits & Dettol Antiseptic liquid

Quantitative Results achieved through the Campaign:


This activity helped the brand to increase its market share by 1.5% A whopping 2.5 lac kids where tapped during the activity Kids were tapped across 317 schools The 317 schools were covered in 20 cities and 4 states of India 80% kids actively participated in the activity from the schools that were tapped during the program