Role of Advertising
ROLE OF ADVERTISING IN COMMUNICATION
Dettol Kitchen Gel – Liquid Dishwasher
The project explores the use of communication strategies used by Dettol for the launch of its new product Dettol Kitchen Gel in the liquid dish-wash segment. The liquid dish-wash being a low consumer involvement category required aggressive communication strategies by Dettol and had thrown open a war of media communication PR activities between Dettol’s new entrant the Dettol – Kitchen gel and HUL’s Vim the market leader in the category. This project provides us an opportunity to analyse the communication strategies and the distribution strategies adopted by Dettol for this product. Hence a quantitative research is undertaken by us with an objective to determine the breadth of the phenomena - how effective were the communication strategies adopted by Dettol. It is a descriptive research to determine how perceptions towards Dettol Kitchen Gel has changed after the advertising efforts undertaken by Dettol. In order to obtain reliable and valid data for the same, questionnaires were prepared and sent by email. (Refer table 1) The questionnaire included highly structured questions (multiple choice) since the respondent attention is quite limited in case of mail questionnaire compared to personal interview. The target population included Indian housewives. Assuming a non-response rate of 15-20%., sample size of 100 was taken. At present the questionnaire is sent by email to the samples and we have received 58 responses. We intend to send a reminder mail to increase the response rate. We have also analysed to two literature surveys in detail which can be summarised as follows:
The designed survey consists of questions which aim understanding consumer’s ad recall, brand switching achieved by the PR activities of Dettol. This questionnaire is aimed at the households. We would also design a survey for various retailers. The aim would be get an insight into the effect of PR activities on sales
Dettol Kitchen Gel – Liquid Dishwasher
The project explores the use of communication strategies used by Dettol for the launch of its new product Dettol Kitchen Gel in the liquid dish-wash segment. The liquid dish-wash being a low consumer involvement category required aggressive communication strategies by Dettol and had thrown open a war of media communication PR activities between Dettol’s new entrant the Dettol – Kitchen gel and HUL’s Vim the market leader in the category. This project provides us an opportunity to analyse the communication strategies and the distribution strategies adopted by Dettol for this product. Hence a quantitative research is undertaken by us with an objective to determine the breadth of the phenomena - how effective were the communication strategies adopted by Dettol. It is a descriptive research to determine how perceptions towards Dettol Kitchen Gel has changed after the advertising efforts undertaken by Dettol. In order to obtain reliable and valid data for the same, questionnaires were prepared and sent by email. (Refer table 1) The questionnaire included highly structured questions (multiple choice) since the respondent attention is quite limited in case of mail questionnaire compared to personal interview. The target population included Indian housewives. Assuming a non-response rate of 15-20%., sample size of 100 was taken. At present the questionnaire is sent by email to the samples and we have received 58 responses. We intend to send a reminder mail to increase the response rate. We have also analysed to two literature surveys in detail which can be summarised as follows:
The designed survey consists of questions which aim understanding consumer’s ad recall, brand switching achieved by the PR activities of Dettol. This questionnaire is aimed at the households. We would also design a survey for various retailers. The aim would be get an insight into the effect of PR activities on sales