Advertising Campaign Analysis

Do you tend to get red, irritated or itchy after using antiseptics? I have a plan. Detrom is a new product on the market. It consists of 10 ingredients that kill bacteria and prevent viral infections. Detrom stops microbial growth on the exterior surface of the body when applied to prevent infection from bacteria. Contains hydrogen peroxide, which is used to clean wounds (Davids, Davidson, TenBroeck, Colahan, and Oli, 2015). alcohol group of preservatives, including isopropyl alcohol.

Introduction

With the increased rates of accidents and many people undergoing surgeries, antiseptics is a must for many households and health facilities. The skin and mucous membranes in some parts of the bodies allow breeding of microorganisms. These mucous when interfered with and damaged during surgery antiseptics are needed to clean the area. In order to help in reducing chances of infections caused by germs, Detrom product comes in a range of products such as Detrom hand wash, Detrom mucous disinfectant and Detrom mouth wash. Detrom hand wash contains chlorhexidine gluconate that softens the hands and brings about the relaxation feeling of the muscles (Abeysinghe, 2010). Detrom mucous disinfectant prevents vagina and urethra irritation as it contains a soothing agent. On the other hand, Detrom mouth wash contains dequalinium chloride which protects the mouth, tongue and the throat from bacterial and fungal infections (Nuvvula, Mohapatra, Nirmala, & Konidala, 2011). The fresh smell that one gets after using Detrom products is something worth trying.

Our packages are user friendly as they are packed according to the size of your family or medical facility. The three brands come in 100ml pack to 2000ml. All our products are available in all retail and wholesale shops. Next time you need a disinfectant, go for Detrom range of products and enjoy the Detrom way!

Market summary

The Detrom Antiseptic Company intends to enter the market by providing a solution to infections encountered by acquiring microorganisms in our day today life. The company provides an important commodity which when used effectively could save us and the country a lot of money. Prevention is the key mission of our company.

Target consumers

Detrom antiseptic satisfies the consumers need for protection against germs. It assures families of protection all day long from germs no matter the type of contamination or germs that come into contact with their skins. Detrom products targets mainly the children and women. These, however, does not limit use by the old and the male gender. The company’s assurance of bacteria and germ free environment gives the consumers the confidence they require when using an antiseptic.

In order to satisfy their consumers’ needs, Detrom has come up with a range of products such as mouth wash, hand wash and mucous antiseptic. These products are packed in user friendly sizes which allow both large and small families to enjoy our products. Since the target group, women and children, are all over the towns, the company has devised means to reach their target in schools and health facilities hence creating awareness of Detrom products.

Target market

The target market for our Detrom products is defined by the consumer needs creating the market. There are many factors affecting the Detrom Antiseptic Company (DAC) success, these include market growth, market size and demographic distribution. With increased rates of surgeries and accidents in our world today, there is an ample demand for antiseptics. There are number of health facilities targeted by DAC. Buyers have power in the antiseptic world but the size of market makes it unlikely that buyer power will have negative effects.

The existing market of antiseptic washing products and antiseptic liquids is dominated by Dettol brands. Dettol occupies about 67% of the overall market share. To reach our objective of 23% means competing with other small market share holders and the main shareholder which is Dettol. The position of Detrom is almost negligible at the moment.

Currently Detrom is producing 2500litres of antiseptic and 250kg of Detrom bathing soap. The target to produce 300litres of antiseptic liquid and 300kg of Detrom bathing soap is achievable. The increase in production will be determined by the market demand for our product.

The cost of production is quite high for a start but with time the company is planning to lower production cost by 20% allowing for a reduced product price by an equivalent 20%. Prices of antiseptics are very high in the market. Detrom can win a good share of the market if they produce products of lower prices. These can only be achieved by lowering the cost of production.

Detrom is a new product in the market. We need to create awareness about the introduction of our products. Five percent of the available resources are to be used for advertisements and other awareness programs. The company can maximize on telling people about the products before even selling their products in the market.

Every company desires to expand their sales by reaching for wide markets. The company targets to increase sales by 2% in every year. Once the products are known by the consumers, sales can either increase or decrease depending on consumers preferences.

To command a large market, the company has to change with the incoming trends. This can be achieved by introducing new brands with different purpose that satisfy what the consumer wants. The company when competing with other key players in the market, has to keep on changing depending on the incoming technology trends.

The target market for Detrom products is schools, homes and health facilities. The schools will be offered free samples to start with but they will give back by placing orders for products supply. Reaching on the target market is a major step in achieving the company’s goals. Detrom is at a good position to establish a good relationship between the customers and the overall company.

References

Abeysinghe, P. (2010). Antibacterial activity of some medicinal mangroves against antibiotic resistant pathogenic bacteria. Indian Journal Of Pharmaceutical Sciences, 72(2), 167. http://dx.doi.org/10.4103/0250-474x.65019

Davids, B., Davidson, M., TenBroeck, S., Colahan, P., & Oli, M. (2015). Efficacy of Mechanical versus Non-Mechanical Sterile Preoperative Skin Preparation With Chlorhexidine Gluconate 4% Solution. Veterinary Surgery, 44(5), 648-652. http://dx.doi.org/10.1111/vsu.12335

Nuvvula, S., Mohapatra, A., Nirmala, S., & Konidala, U. (2011). Efficacy of various disinfectants on microbially contaminated toothbrushes due to brushing. Contemporary Clinical Dentistry, 2(4), 302. http://dx.doi.org/10.4103/0976-237x.91793