Market Product Focus | Kickoff safely

Market-Product Focus

This section describes a yearlong marketing and product objectives for Dettol and the target markets, points of difference, and positioning of its lines of disinfectant products.

Marketing and Product Objectives

The aim of this Dettol campaign is to focus on centralizing the importance of protecting and maintaining good hygiene even during the distracting football games of the FIFA world cup. The world has recently just gotten out of the pandemic, and the FIFA world cup is a huge event that is happening after quite a long time. According to the previous research, consumers are still afraid to go out of their homes and watch the match in the stadium or even restaurants, cafes, and bars. Dettol cares about the protection of life and wants the comfort of people while reducing illnesses. A main advantage that Dettol has during this FIFA World Cup is the fact that there is no other brand in the same industry that is being sponsored. Dettol has the chance to win over football fans during this time.

In this campaign, our mission is to raise equity for Dettol’s germ protection. But we want to focus on creating a meaningful purpose for football fans during this post-pandemic time. We want to create an importance in watching football with family, friends, and colleagues, and help them in overcoming their fears in doing so. People unite during the world cup, and it is a time when people get together. Since Dettol values life and protects it by providing germ protection, we will combine the two to bring back the sense of safety and joy that the world cup brought to fans pre-covid period. With the protection and use of Dettol, we plan to replenish the memories that fans used to make before. Fans will be able to make memories with their friends and family, reunite with them, and feel safe.

To relate our campaign for Dettol to FIFA and the world cup, we will integrate FIFA’s “fair play” slogan as a part of our campaign. Just like a football game requires fair play, so does society. If you take care of your hygiene, you will also be taking care of the safety of others, therefore, fair play.

As there have been some issues regarding equality in society with the world cup stadium in Qatar as mentioned prior, we would also like to make those who feel left out feel otherwise as part of our campaign. Dettol is more than just a disinfectant brand and we want to show people that with the protection of their health, we can all be a part of a better and happier society.

To conclude our plan, we will be introducing Dettol as the uniting factor between football and family and friends with the use of hygiene and “fair play.”

We would like to achieve the following in terms of marketing and campaign objectives:

Double social impact of Dettol on families and friends in the following year and increase customer retention by 40% to increase customer loyalty

Give Dettol a deeper meaning than just an antiseptic product

Increase Dettol brand recognition by 40% after the world cup tournament

Double social media traffic over the next 12 months

Increase social media follower base on Instagram and TikTok by 60% by running campaign posts within 4 months

Target Audience

First group of people we would target are men and women aged 18-50 based on research found in the customer analysis. We would target those who are preferably in a family and are football fans. We chose this as a target group as this age group is most common in both FIFA and Dettol users/viewers. For the younger adults within the age group, dettol would be proposed to them since they are at an age where health isn't much of a priority. However, for older adults, specifically those who are in a family, after covid, many have become more health conscious and they would be exposed to Dettol as encouragement to cherish the happy moments with their families without a single uncertainty.

The second age group we would be targeting are children aged 6-12 based on research done above on Dettol’s consumers. Children of this age have a passion for football and the world cup, but children don't have control of themselves, therefore, health is a great risk for them. Since most parents would be distracted by the FIFA world cup games, they wouldn't be paying much attention to their children. We would target children in order to ensure their safety and educate them. We want to make them as excited about being healthy as they are about football.

A common ground between both target audiences is that they would both be football fans either attending the Qatar stadiums, or watching the tournament from home.

Points of Difference

The “points of difference” - characteristics that make Dettol unique relative to competitors - fall into three important areas:

First in the market in the disinfectant industry. Dettol was the first disinfectant product to be founded and used officially in hospitals and schools. This calls for a trusted brand who knows what they are doing more than most in the industry.
Values. Dettol values family protection and the protection of germs for generations as well as equality and empowerment in societies. Dettol is not the typical hygienic brand that cares about revenue, but what they care about is saving society for future generations.
Affordable and high quality. Dettol offers 100% germ protection with high-quality formulas and packaging which are constantly being upgraded at affordable prices for everyone with trusted protection.

Positioning

For football fans and families ages 18-50 and children ages 6-12 who want to enjoy the 2022 FIFA football world cup together, Dettol is a disinfectant and antiseptic brand that offers reunion and replenishment of memories so that folks can have a reason to protect themselves for the sake of each other because Dettol has continuously made an effort to produce great quality products for the sake of family protection.