Target market of Dettol soap Dettol is one of the best soap markets for Bangladesh.

More over this soaptarget the market or the audience in a way of sociality. It shows the massages of being save from dust and insects. The Advertisement for Dettol We spoke about two themes on which hand sanitizer advertising could be basedon. These were:a) Speaking about the 99.99% germs killing attributeb) Speaking about the anytime/anywhere attribute Message The advertising of the Dettol Instant Hand Sanitizer does not focus directly on anyof the above mentioned themes.It shows a mans hand and the various things it is put through in the course of aday. The ad tries to show this without showing any explicit user scenarios or usingany text. The creative is about an outstretched hand, which through its variousprojections, each holding an object, represents a particular user activity.These range from: Eating out Handling home appliances and gadgets like the remote Driving, filling up gas Using the phone Working, writing, using the computer All these contexts are possible sources of germs. The bottle of the Dettol Instant

Hand Sanitizer kept besides the outstretched hand is the supposedly the solutionthe outstretched hand is looking for as a solution for all the ills the hand has to gothrough in the course of the day. The campaign for Dettol Instant Hand Sanitizer illustrates the fact that germs are everywhere. As explained before, numerousoccasions throughout the course of the day are all possible sources of germs.The text in small font on the bottle itself, stating the product as the Dettol InstantHand Sanitizer is the cue which helps relate the outstretched hand, affected by thegerms causing environment and the bottle, which supposedly is the solution thatthe hand is looking for. Apart from that there is no body copy in the print ad whichstates the benefits of the product or its usage. What is highlighted though is theDettol brand itself, which is easily noticed on the bottle. The strong brand of Dettollends credibility to the product and gives an impetus to the target audience to look at the AD more carefully. Target audience The hand shown in the ad and the contexts in which the hand is shown aretypically male. Dettol had in fact made a separate ad for women showing awomans outstretched hand with contexts typical to a female. But, the problem of germs is not gender specific. So, in that way, the ad targets both men and women.One segmentation, which the ad talks about is Psychographic Segmentation basedon type of activity. It talks about outdoor activities like driving, eating out and alsothings like working on the computer or making calls. These and also the shirt wornby the outstretched hand, which is a formal shirt, point to a target audience of office going men or men who are outside for some work or the other.The relevance of the product is there for such a TG, based by them being involvedin activities, in which an anytime/anywhere product for keeping

hands germ free isneeded. Though the fact that the product is anytime/anywhere is never mentionedis one of the shortcomings of the ad and would be taken up later. Connection between message and target audience As has already being explained, the print ad shows various scenarios in which a

mans hand is exposed to germs. These are typical to the TG of office going menor men who are involved in outdoor activities. Thus, they can relate and identifywith the situations shown. The bottle kept alongside the hand having the Dettolbrand is the solution to the everyday problem of keeping hands germ free. Objectivity of the advertisement The objective of the ad is to illustrate the need for using the hand sanitizer and thepossible benefits obtained through its use. The need for a germ fighter is broughtout by showing the out stretched hand in different everyday contexts, But, thespecific benefits of using a hand sanitizer, namely, it killing 99.99% of the germsor that it can be used anytime anywhere are not brought out in the hand.The picture shown is a fair and accurate representation of the qualities of a handsanitizer.