Dettol protecting India for 75 years, since its launch in 1933, Dettol has gained the trust of millions of Indians and has been consistently voted as one of the “Most trusted brands” of India.
But the problem with Dettol is the market, the market is not growing that rapidly, they are leaders in the category, but the market is stagnant. Dettol is educating consumers about hygiene from past so many years in their ads. Starting then and till now Dettol’s advertising has celebrated the role of a mother in protecting her family. Because ‘If she doesn’t take care then who will?’
Why some people in India are understanding the importance of hygiene & others are not, it might be Dettol’s communication, that’s not creating an impact. May be people are not scared or they are not aware that hands are the most exposed part of the body to the environment hence they will be the real reason for any illness.
What should Dettol do to increase their market?
Is Swine Flu a way for Dettol? I think yes.
Doctors are recommending how to be protected from swine flu, one of the main area is to concentrate on the hands says doctors & news articles coz it’s the most exposed part of the body.
Why Dettol is not doing anything to help people, to make them understand, when people are truly mentally disturbed?
Is there a way, of course there is, and certainly there might be many more ideas but need to brainstorm. The following are the basics but never implemented by brands.
Television ad showcasing the importance of hygiene & how to be saved when diseases like Swine Flu attack humans (the ad should be very serious in nature).
Helping consumers who come to the hospitals for check-ups & giving them free Dettol soap or mask (let it be branded by Dettol).
Taking help from doctors to recommend Dettol brand to use it, at least in this situation.
Online dedicated website on swine flu, giving information like:
- Origin of swine flu,
- How to keep yourself hygienic in the regular life,
- Asking people why can’t they keep themselves hygienic after seeing the unseen creature destroying human life?
Going to the schools, checking student’s health & giving them information about the importance of health & hygiene.
It will help them, if they do something like this; of course it will fall under CSR (Corporate Social Responsibility) as the management terminology says, it doesn’t matter, in the end you are helping people who are in trouble & people whom you are helping are your existing consumers or potential consumers.
They will see the brand, they will interact with it, they will engage themselves with it and they will think, someone is there with them in the bad situation.
Of course there is no instant ROI but it will change consumer’s perception about the brand in an influential way.
It’s a long-term process but it’s the best option any brand can put into practice.
As I always say please comment, to enhance my point of view.