Dettol Brand Positioning And Communication Study

With the growth of China’s sustained economy and the rise of national income， thespending power of citizens is increasing. China’s fast moving consumer goods (FMCG)market has been rapidly developed, and the competition becomes increasingly fierce with thematuration of the market. Brand is a sharp weapon for FMCG market competition. Therefore,in order to form a competitive band of FMCG, it’s very necessary to do research with theoperational law of FMCG brand. FMCG brand building and brand communication cannot beseparated，so it is very necessary for us to do an in-depth study on how to implement FMCGbrand communication.Based on the analysis of the Dettol of D Company, we found that sales growth, profit,market share and other indicators are falling, we explore why. By combining the brandpositioning and brand communication theory analysis, positioning the company’s brandpositioning fuzzy existence, location too wide, positioning out of date and so on. Thecommunication channels there are problems, mainly in the distribution channels are nowbrand positioning is not accurate transmission of information, a number of channels to pass anon-consistent brand positioning information. Finally, we make a brand of Dettol and thenadjust the positioning and communication strategy, the proposed Dettol to the interests ofconsumers demand for brand-oriented re-positioning, the implementation of multi-brandstrategy, and adjust the advertising, public relations, marketing and other communicationchannels. Hope that the same type of enterprise brand communications at home for reference.