Review elements of communication mix (tools, media and message)

International marketing communication practice helps to communicate with the target customers and markets with the same needs from the customers, behaviours and purchasing power, economic dispositions, and other (Zerfass, Ver?i?, Nothhaft & Werder, 2018, p. 488). This report will shed light on different elements of communication mix such as tools, message and media and also discuss several ways in which the campaign of Dettol was adapted to Nigeria. International marketing campaigns serve four functions within an organization or group and those are emotional expression, information, motivation, and control (Karnieli-Miller, 2020, p. 2167).

Dettol is mainly a brand of disinfectants, antiseptic products and cleaning supplies and the organization was established in the year 1932 (Dettol.co.in., 2022). It is necessary for this antiseptic brand to align all of its marketing objectives with the needs or demands of the customers because it can help them to make more profits in domestic markets as well as international markets. The original liquid of Dettol antiseptic is yellow coloured and it is used in concentrated form and some of the ingredients that are a part of the product are considered to be insoluble. Dettol is mainly sold to the customers in Germany based on the name of Sagrotan and the products were branded as Dettox before the year 2002.

Advertising

Dettol not only advertises but also acted with several cross-cultural educational contents, CSR (Corporate social responsibility) programs, and influencers partnerships to attract the Middle East markets. Dettol company uses educational contents with influencers including #HandwashChallenge in different social platforms such as TikTok and Instagram for attracting the attention of more customers. This organization also educates the people such as front-line employees, community leaders, children and new mothers from different cultural backgrounds on importance of safety and hygiene through all of its programs or events (Fill & Turnbull, 2019). Stipp, (2018) has stated that advertising is one of the most important components of promotional mix and the increased popularity of advertising strategy has helped to increase the marketing cost of the organization (Hair, Babin & Krey, 2017, p. 164). Nigeria is rapidly growing and also getting influenced by different global trends like technology, communications and information. Despite the Covid-19 pandemic situation, all of these sectors are expected to contribute almost 15 percent of country’s GDP in the year 2020. Nigeria is at the top of the list for the largest economy in Africa and for the last few tears, Nigeria enjoyed an average GDP growth rate of 6.9%. Advertising strategy is significantly useful to run a marketing campaign in the Middle East and North Africa (Aslam & Karjaluoto, 2017, p. 1651).

Elaboration likelihood model

Elaboration likelihood model

According to Richard E. Petty and John T. Cacioppo, the elaboration likelihood model (ELM) can be defined as a dual method theory that describes several changes in behaviours and attitudes (Liang & Lin, 2018). One of the major factors in this model is whether the issues are personally relevant to all people. So, ELM (Elaboration likelihood model) theory would predict that elaboration will be higher (Fill & Turnbull, 2019). It is significantly important for several advertisement agencies and organizations such as Dettol and others to understand customers’ attitudes and design an effective market strategy as it can help the organization to realise what makes the customers buy a certain product and to assess features of the new products or services liked by the customers so that Dettol company can release a new product in the markets. According to ELM, two major routes are there that help to deliver persuasive messages: Peripheral and central. The central route of this model uses facts and data to convince customers and it is also logic-driven. It is the direct route of persuasion and it focuses on the quality of data or information (Griffith, Nolder, & Petty, 2018, p. 170). This route helps the marketers to define,

• Which customers will be more influenced to purchase a product?
• What products or goods would be the best sold by using the central route?

This persuasion method can promote positivity towards products or messages but it results in behavioural changes. The messages sent through the peripheral route are not cognitively analysed.  With the help of Elaboration Likelihood Model (ELM), Dettol company can easily define or target the customers in Nigeria who are so much influenced with the products or services of this organization. The organization can also understand how the attitudes and behaviours of the customers can be influenced by using an effective advertising strategy (Han et al. 2018).

Fig1: Elaboration Likelihood Model

(Source: Cyr, Head, Lim & Stibe, 2018)

Direct marketing can be defined as one of the communication strategies that help organizations to communicate with the consumers directly and this marketing can also be defined as direct response marketing (Beheshtian-Ardakani, Fathian & Gholamian, 2018). This marketing strategy helps to create immediate links with consumers and increases personal connections to the business. Dettol company in Nigeria combines customer loyalty and direct marketing strategy to build and keep consumer relationships (Matviiets & Kipen, 2021).

Sales promotion

Sales promotion marketing can be defined as a strategy in which the business organizations use temporary marketing campaigns and offer products to increase demand or interest of the customers in its products or services (Hilman, Hanaysha & Ghani, 2017, p.90). Free trial or demo is a common strategy of sales promotion marketing used by Dettol that can help to make a huge customer base. Sales promotion marketing allows all of its potential clients to try new things with low risk as this strategy helps in motivating buying behaviours of the customers and improving brand awareness (Kaveh, Nazari, van der Rest & Mira, 2020).  

Direct marketing

Publicity

Publicity or public relations can be defined as a strategy that includes newspapers, podcasts, websites, blogs, and others for communicating with the public (Fill & Turnbull, 2019). Moreover, the organizations such as Dettol arrange several events for attracting media coverage and providing positive publicity. Dettol company uses public relation marketing strategy in Nigeria as an essential promotional tool and strategic component as it plays a huge role in international marketing communication due to its several impacts on the behaviours and attitudes of the customers (Ikonen, Luoma-Aho & Bowen, 2017, p.166). But publicity may create negative impacts on the brand’s performance and the most important factor in influencing the buying decisions of the consumers is how an organization, individual, and brand deals with the negative publicity (Antric, McKie & Toledano, ).

Knowledge and understanding of interactive media mix

Interactive media can be defined as a communication method in which the outputs of a program depend on inputs of the users and in turn, these affect programs’ outputs (Oh, Bellur & Sundar, 2018). Dettol uses different personal hygiene campaigns in the schools or Nigeria. Dettol company also donates more than 800,000 units of its products and PPE’s for supporting the Nigerian Government during pandemic situation. Apart from this, an interactive marketing mix allows the business organizations such as Dettol and others to interact with several customers by involving them actively through graphics, sound, video, and texts. As the competition is increasing in the domestic and international markets, the business organizations are integrating creative designs and enabling greater interaction (Obukoadata, 2017, p.398).

Television and interactive media

Interactive TV can be defined as an effective approach to TV programming and advertising that helps to create several opportunities for the viewers to interact with programming executives and advertisers by implementing several actions (Gray, Reardon & Kotler, 2017, p.228). Television and interactive media are known as integration of the traditional data services and television technology. It can be determined as a “two-way cable system” and it allows the users to communicate through feedback information and commands (Dong, Chang, Liang & Fan, 2018). The main aim of television and interactive media used by Dettol company in Nigeria is to provide engaging experiences to the viewers.

In-store

In-store marketing can be defined as a marketing strategy that targets consumers while they come physically in stores. In-store marketing communication focuses more on converting and engaging consumers once they arrive in stores (Willems, Brengman & Van De Sanden, 2017). Design and colour have high impacts on customers’ behaviours. Textures and touch play are also important for adaptive packaging with product information and it is necessary to ensure that feelings of psychological ownership will encourage the consumers to buy an item. Dettol company uses this strategy for expanding its market in Nigeria. Clean labels and transparency also help to increase desires among the customers to make informed choices (Gray, Reardon & Kotler, 2017, p.230).

Sales promotion

YouTube

YouTube not only allows a business organization to achieve more exposure through content or video marketing but also helps to connect the business with all of its potential customers. In Nigeria, there are many people who are active different social media platforms. So, YouTube marketing helps Dettol company to attract more customers by promoting several relevant contents and videos on these platforms (Matviiets & Kipen, 2021)

Fig2: Contents of Dettol used in Nigeria

(Source: Twitter.com., 2022)

Fig3: YouTube video in Nigeria

(Source: Youtube.com., 2022)

Sender: The senders want to convey their ideas, commands, and requests to others and for doing this, the messages must be encoded by the senders (Lee, 2019, p.320).

Message: The information that the senders want to express to a receiver.

Receiver: To whom the messages are directed and the receiver should interpret or decode all necessary information.

The medium: It can be defined through which the messages can be transmitted (Shi, Hu, Lai & Chen, 2018).

Feedback: After receiving the messages from the sender, the receiver responds to the sender. Feedback can be indirect or direct (Gibbons & Boling, 2021, p.18).

Other factors: The communication practices are not simple and smooth always and some elements such as context and noise may affect the messages being sent, understood, or received.

Demographic market	This type of segmentation helps to respond to the customers’ needs directly (Camilleri, 2018, p.70).  Dettol company targets Oyo State in Nigeria for creating brand awareness among the people. Dettol uses a new initiative “Dettol new Mum initiative” to reach 5.8 million mothers in almost 44 cities in Nigeria.
Geographic	The segments and traits that are utilized with geography include continent, country, region, and city (Usman, Lizam & Adekunle, 2020, p.25). Dettol involves grouping all potential clients by state, city, region and neighbourhood in Nigeria.
Psychographic	The traits included in this segmentation are attitudes, values, interests, and lifestyle.  As an example, Dettol targets the women in Oyo State as the women in Nigeria have ambivalent dispositions and divergent perceptions to the gendered advertisements.
Behavioural	It helps Dettol company to align its personalize experiences and communications for increasing conversions at all stages.

Theory of Reasoned action (Fig4)

Source – Created by author

The model (Fig4) has been used to understand the behaviours and attitudes of the customers from a different country. The society of Nigeria is patriarchal. Media text of Dettol company inadvertently reflects this patriarchy. The main objective of Dettol company in Nigeria is to educate all families on different healthy habits to practice. Dettol company promotes lifestyle and social messages through illustrating position of the ideal customers and stimulating social actions towards purchase of those products. Most of the advertisements are also packaged for maintaining the status quo. Dettol company conduct several research on competitors’ marketing and pricing strategy and also maintains current pricing level of similar products (Yila & Azeez, 2018, p.11).

Fig5: Theory of Reasoned action

Source – Created by author

Dettol company promotes several products in the Nigeraia and these products can help the customers to fulfil all of the above needs including safety needs and others. These products can help to protect the customers from any kind of germs, bacteria and other that may cause illness and infection and self-actualization needs include self-fulfilment, peak experiences, personal growth and others. Dettol company helps to educate people about several healthy practices that can help them to protect their families. Esteem needs also involves participation in different professional activities, accomplishments and others. So, these products can also help to fulfil esteem needs of the customers (Gibbons & Boling, 2021, p.20).

Publicity

Dettol company use this model to realise the unique consumer base in Nigeria and also to engage and attract more customers. EKB model also helps Dettol company to realise how consumers in Nigeria will act and which components or factors aid in marketing the existing or new products (Obukoadata, 2017, p.411).

The theory of buyer behaviour can be determined as a catalyst for the rise of customer behaviours as independent of the market research and standalone discipline (Mangus, Bock, Jones & Folse, 2017, p.251). Dettol company uses this theory to realise what customer think about this brand versus all of its competitors in Nigeria and understand what types of pricing strategies and marketing messages will be most suitable for the Nigerian people.

Power distance: In Nigeria, people accept hierarchical order and hierarchy is in a business organization can be noticed as exploring inherent inequalities and others however, in the UK, people believe that inequality must be minimized. In a society with high PI often makes the decisions without subordinates’ participation. Dettol company use this dimension for healthy executions of interactions, communication and relations between employees and managers (Hofstede-insights.com., 2022).

Individualism: Nigeria is a collectivist society and the society implements a strong relationship where all people take the responsibility for the fellow members. On the other hand, the UK has a highly individualistic society and the main source of happiness is through fulfilling all personal needs (Dimitrov, 2018). Individualism helps Dettol company in Nigeria to increase psychological benefits or advantages derived from certain products or services that meet all social preferences as popularity is the most essential product characteristic for all collectivist customers (Hofstede-insights.com., 2022).

Masculinity:  From the above Hofstede’s cultural analysis it can be stated that the UK is a masculine society that is highly success-driven and oriented (refer to Fig3). Nigeria is also a masculine society and the managers are actually expected to be assertive and decisive. Women and men have several choices while buying a certain product due to differences in socialization and upbringing and Dettol company use this cultural dimension to target the customers based on their genders.

Uncertainty avoidance: People from a specific cultural background feel threatened by unknown or ambiguous situations and also created several beliefs for avoiding all conflicts (Kim, 2017).  Nigeria scores 55 in this cultural dimension which shows no clear preference. On the other hand, The UK scores very low score on this cultural dimension. With the help of this dimension, Dettol understands that customers from a cultural background expect marketing campaigns to strictly follow all traditions and rules. Dettol also realises that the country with a low score in this segment take more risk and also accept changes (Dimitrov, 2018).

Knowledge and understanding of interactive media mix

Long-term orientation: This cultural dimension helps to describe how a society maintains links with past situations while dealing with several challenges of the future and present (Nagy & Konyha, 2018). With a score of 51, the dominant preference in the British cultures can’t be determined. With the help of this cultural dimension, Dettol company better understands the adaptability, perseverance and persistence of the Nigerian culture (Hofstede-insights.com., 2022).

Indulgence: Nigeria scores high in this cultural dimension and the people in a society with high indulgence exhibit a willingness to understand their desires and impulses with regard to having fun and enjoying life. But the UK also scores 69 in this dimension which helps to show that the British culture can be defined as indulgent (Hofstede-insights.com., 2022).

Fig6: Hofstede’s cultural analysis

(Source: Hofstede-insights.com., 2022)

The brand campaigning of Dettol company went well in Nigeria as the organization focuses on its target customers and several communication mix-based tools that helped this company to attract more customers.  The decisions taken by Dettol in Nigeria was right because with the help of this above segmentation strategies Dettol company makes more profits and improves its sales rate in this country but it needs some improvements. For this reason, several recommendations have been made for this company that can help to achieve success in the future. The recommendations are listed below,

1. Dettol company can use product differentiation strategy as it can help them to develop a huge customer base and improve profit rates and also to survive in a competitive market (Shrotriya, 2019, p.561).
2. The Dettol company should provide several discounts on its products for improving brand loyalty and customer engagement (Kölle & Lauer, 2019).
3. Dettol company must focus more on launched events for promoting different new products and the launch events should be aligned properly with the brand identity because these events improve local publicity and brand awareness (Yürük, Akyol & ?im?ek, 2017, p.370). Launch events will help to develop anticipation and facilitate initial influx of sales.

Conclusion

From the above paper, it can be concluded that international marketing communication practices can be determined as the replication or duplication of the domestic advertising strategy in other foreign countries with the same messages, media planning, budgeting, selection, and agency functions. Advertising, publicity, and direct marketing are significantly important to increase the market share and develop a huge customer base. Dettol company not only did marketing but also acted with influencer partnerships, CSR programs, and cross-channel educational context. Thus, it can be deduced from the above paper that brand actions and attitudes during any crisis or the pandemic situation reach much wider and further than in regular time and they also create long-lasting impacts on how customers personify a brand.

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https://rdw.rowan.edu/cgi/viewcontent.cgi?article=1034&context=business_facpub

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https://www.um.edu.mt/library/oar/bitstream/123456789/2143 /5/Market%20Segmentation%20Targeting%20and%20Positioning.pdf

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