"Dettol NoWet " A product line for repellent wipes.
Motives: Our product satisfies the needs of the people seeking for cleanness
As all people need our product as it is essential for all occupations , as all of them care about their health and how to keep themselves and their stuff clean.
Benefits sought:
Personality: Our product personality is created in a way that matches our target
market attitudes, opinions and way of thinking, as the main purpose of our
product is to keep our target market cloth, shoes and stuff and even your skin
clean outdoors which is essential for all of us and is also different from all other
wipes as well.
As most of the people will not be able to notice the difference
between normal wipes and our Dettol no wet wipes, we will add some
examples through the advertising tv ads and billboards and also through the
social media for what our wipes are supposed to be used in like wiping your
shoes, bags and so on.
Also the packaging will be different than the packaging of the normal wipes so
that people will be able to notice the difference between both of them easily.
Marketing Research
Lifestyle
Our target group lifestyle are people who care for their health, and people who are seeking for how to be clean, As our wipes will help them to be clean and to avoid germs as well.
Beliefs, Opinions and Attitudes: Our Dettol wipes are reflecting what people perceive it will be as it keeps your stuff clean, and avoid germs and it is known already from the word “Dettol” as Dettol brand is known for that purpose.
Demographics:
Demography studies people location, age, gender and occupation as people make up markets.
First of all, Age
We are targeting all ages starting from Baby Boomers till Millennials.
Baby boomers (51-69) represents 30% of the population, and they focus so much on the financial services, health and luxury goods.
So, they will focus more on the product price than its benefits, that’s why our product will be of a affordable in the market.
Also for the advertising, we will mention how healthy our wipes are, as it will keep all your stuff clean by using it outdoors.
So, they will focus more on the product price than its benefits, that’s why our product will be of a affordable in the market.
Also for the advertising, we will mention how healthy our wipes are, as it will keep all your stuff clean by using it outdoors.
Generation X (39-50) which represents our parents.
They research products first before purchasing it, that’s why we should be aware of the competing products in the market.
They research products first before purchasing it, that’s why we should be aware of the competing products in the market.
Mellinnials (13-38) are our main target group, they are comfortable with technology, so the most effective way for advertising our products will be through social media (Facebook,Twitter) as they are always updated by what is new in the market and they are also aware of the product options.
So the most effective way for advertising our product will be through social media, Tv ads and billboards because they are the most seen and used by our target market, so our message will be delivered easily to them
Gender: We are targeting both males and females.
Geographics
Location: Egypt, Cairo specifically
We are focusing on cairo specifically not the whole country as not all the people will be interested in our product such as people living in rural areas for example, they wont know what is our product used for as they don’t use wipes in their daily life, they only use normal tissues.
Psychographics
Psychographic segmentation divides the market into groups based on non visible characteristics, such as personality traits, lifestyles, attitudes, expectations and activities of the target market.
Behavioristics
Culture, Social class and psychological factors are the main things that could affect the usage rate of the product.
Our product is considered from the convenience products, as customer buys frequently, immediately, and with a minimum comparison and buying effort, so the usage rate is high.
