Hi All. Have been pondering over what to write and finally I thought why not share with everyone an interesting exercise that was rolled out for the India Sales Team. To give you a brief background, the exercise was a part of the Dettol Race for 8 program, which was an initiative to gun for the next mark of 8% market share in the extremely competitive soap market in the country.
Each ASM team was given Rs.10,000 and was asked to come up with an innovative visibility campaign in their local markets. It generated a lot of buzz amongst the teams. For example in my JC (monthly meeting) we came up with a lot of ideas. Lemme share some of them with you.
1. Dettol Lassi Ki Chabeel: This is a concept wherein during the summer months people put up tents along roadsides to offer passer bys refreshments to beat the heat. We thought we could hand out chilled buttermilk in Dettol branded glasses with people wearing Dettol Tees. This could generate goodwill & a buzz around the brand.
2. Street Play: We thought that we could engage a local dramatics team which could tour to the smaller towns and demonstrate in an interesting manner the importance of personal hygiene and how using an antiseptic soap like Dettol could contribute towards good hygiene.
3. Owning An Outlet : We also thought that we could completely brand an outlet with dettol logos and insignia right from the entrance arch , branding the staircase, cutouts from the ceiling and run a consumer contest from the outlet which would translate into more bang for our buck as Rs.10,000 could lead to a sale of Rs. 4,00,000.
4. Branding Delivery Vehicles
5. Gate Arches or Dealer Boards
6. Free Health Check Up Camp in the Markets Under Dettol Canopies
After discussing with our seniors we decided to go ahead with Option 5 since it would create a more permanent visibility asset for us.
I shall soon upload pics of the same as well as tell you some of the fantastic stuff that other ASM teams have done.
Tags: brand innovation, brand strategy, competitive, Dettol, Sales, soap market
I liked the street play idea. Specially for reaching out to lower socio economic starta; these groups are short of entertainment opportunities and brand message can be cloaked as evocative entertainment through street plays.
Free health checks would be my second pick.
I’d like to make a suggestion – Dettol could partner with HELP to improve consumer health in India. This would help with positioning, as it emphasises the fact that Dettol protects the user’s health !
HELP – the Health Education Library for People, India’s first Consumer Health Education Resource Center , and one of the world’s largest consumer health libraries ( as determined by the Medical Library Association , USA ) was established in 1997 to empower people by providing them with the information they need to promote their health , and prevent and treat medical problems in the family in partnership with their doctor. We are a registered charitable trust and a non-profit organisation.
We feel patients are the largest untapped healthcare resource and that Information Therapy is Powerful Medicine !
We help patients save money on medical care by
1. Promoting SelfCare and helping them to do as much for themselves as they can
2. Helping them with Evidence-Based Guidelines , so that they can ask for the right medical treatment that they need – no more and no less
3. Helping them with Veto Power, so they can say No to medical care they don’t need, thus preventing overtesting and unnecessary surgery .
Please do come and visit HELP !
Dr Aniruddha Malpani, MD
Medical Director
HELP – Health Education Library for People
Excelsior Business Center,
National Insurance Building,
Ground Floor, Near Excelsior Cinema,
206, Dr.D.N Road, Mumbai 400001
Tel. No.:65952393/65952394
Helping patients to talk to doctors !
Information Therapy is the Best Prescription !
Read over 20 health books free at http://www.helpforhealth.org