Promotion Strategy

Key promotion programs feature social media marketing, billboard & outdoor marketing, packaging and in-store promotion, TV advertising, applications, events, and contests. Our promotion strategy will focus on both sales and Dettol’s emotional values related to the family. Since Covid has brought fear and worry to football fans, we want to show them that with Dettol, they are safe, and they will be able to enjoy the match while making memories with their family and friends. These will fall on three phases, pre-launch (December 15 - November 08), launch (November 15 - December 18), and post-launch (December 19 - December 31), over the course of a year from December 2021 - 2022. 

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Pre-launch: For this campaign, two main objectives are to increase sales and increase Dettol’s value while maintaining customer loyalty. The pre-launch period will be held during the first 10 months of the campaign up until the beginning of November right before the world cup. Our strategy to jazz up the football fans is to start an Instagram photo feed split which will include having to post individual posts that will lead up to a full picture (example will be shown in execution). Once the feed post is complete, we will publish the full image as reposts in different languages. We will leverage billboard & outdoor marketing to get people outside of social media exposed to Dettol’s sponsorship by the world cup. Mid pre-launch period, we will launch digital interactive billboards as a way to tease people and get insight on whether we should launch an application or not, and that would be determined through a small survey chart at the end of the billboard game, as well as how many reposts were posted with the hashtag. Towards the end of the pre-launch period, we will include packaging promotion where Dettol’s packaging will change into football and world cup themed packaging labels. Before the world cup begins, in some of the GCC countries, we will hold a small stand in the top public attractions in those countries. The stand will have a famous retired football player where we would hold a small meet and greet and prizes for people who win trivia games about the world cup and hygiene. 

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Launch:  The launch will fall in the same month of the world cup during November, specifically at the start. This will be our official launch and it will focus on promoting the family and caring values, and hygiene of Dettol. If our digital billboards were successful, we would then launch an interactive gaming app that will be accessed through social media. With the digital billboard in the pre-launch, people would already be following Dettol’s social media accounts as that will be a requirement to interact with the billboards. So, when we launch the apps, those who interact with the billboard would be notified about the app through social media platforms. This period will also begin with an In-store promotion in relation to the pre-launch period. The Dettol products sold in stores will include a QR code upon purchasing Dettol products, and they would get the chance to win tickets to the world cup. To increase sales, this will be advertised through Dettol’s Instagram page to remind them about the contest, and to purchase the products. When the world cup begins on the 20th of November, we will launch our TV advertising campaign across world cup broadcasting channels. During the football matches in 8 stadiums of Qatar, we will broadcast public service announcements upon entry of spectators, during half-time, and at the exit of the spectators. The announcement will remind them to keep their hygiene with Dettol. In the stadiums, we will also provide Dettol hand sanitizers to spectators and the football players. For children, upon arrival, we will have people dressed in a dettol football kit provide them with a hygiene goodie bag. At the stadiums, as well as fan zones broadcasting the match live, we will hold a dettol stand with games, puzzles, and activities for adults and children to enjoy and get the chance to win dettol prizes. Throughout stadiums and fan zones, we will place stickers all over the floors with germs 

 

Post-Launch: After the last world cup match, we will continue with social media marketing, but this time with TikTok. We will leverage a viral hashtag to keep the spirit of the campaign alive and get testimonials from fans and consumers who participated in the Dettol events. We will then introduce email marketing to those emails we collected during collection of the QR codes and and registration in stands as feedback.