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Why would a customer with these motivations connect with our brands more than with any other?

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Why would a customer with these motivations connect with our brands more than with any other?

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1. It is a family-friendly consumer brand (not prestige/luxury) that is affordable
2. Positive track record and easily understood value proposition as compared to competitors (you don't have to be a medical expert to know that Dettol works)
3. Dettol is a brand that has transcended generations; people don't use it simply because of its legacy/nostalgia

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If these are the needs, how would we market to this customer?

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If these are the needs, how would we market to this customer?

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1. Consistent messaging: "Proven to kill 99.9% of germs"
2. Scientific backing with the trust of the medical community: "American Journal of Infection Control (AJIC), confirming that several of the active ingredients contained in the Dettol and Lysol family of brands are effective at inactivating SARS-CoV-2, the virus that causes #COVID19"
3. Influencer marketing e.g. simple science experiments
4. Marketing to parents e.g. heritage of dedication to family safety

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Choose 2 elements from our customer service motivations.

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Choose 2 elements from our customer service motivations.

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1. I need to help keep my family safe
2. I want to know I have chosen the best

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Dettol > Lifebuoy > Walch

Product range: Dettol has a wider product range compared to its competitors | Source: Comparing product ranges on official websites

Search: Dettol's #HandWashChallenge viral campaign in March helped the brand to hit peak popularity in end March, as compared to its competitors | Source: Google

Sales: Dettol practises regular discounts on its products.

Messaging: Dettol consistently promotes that it "kills 99.9% of germs" | MOAT

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How does Dettol compare with others i.e. Lysol & Lifebuoy

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How does Dettol compare with others i.e. Lysol & Lifebuoy

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1/ Spike in search of Dettol on Google (such as keyword search)

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Traditional (TV, radio, OOH, digital), digital (display ads) and social media (Facebook, Instagram, Tik Tok); B2C & B2B.

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Broadly: people interested in hygiene, Specifically, Athletes, Housewives, Medical Professionals, Hospitality Establishments

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Paid influencers, live streaming, content focus (working with kids brands - educational yet fun, medical, manufacturing brands), viral ads (converting from paid to earned)

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Strong loyalty & following. Partnership with celebrities

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One of the pioneers of utilising a brand voice to grow brand equity with audience.
Roasting fans, bantering on Twitter.
Helped create a differentiating edge even outside of just competing on traditional F&B aspects

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Partnerships with brands

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Author using Linkedin (owned) very well to reach out to her followers(earned).

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Great localized marketing strategy tailored to each market and further personalized by user. Transcended from a brand into a lifestyle