Sustainability Challenges of Dettol: Packaging and Marketing Communication

This essay covers sustainability challenges faced by Dettol, including packaging based on consumer theory and market communication methods. It discusses the company's efforts to reduce waste and use sustainable ingredients, as well as its marketing strategies to promote its brand and products. The essay also highlights the harmful effects of sanitizers on human health and the environment, and how Dettol is taking steps to address these issues. The subject is social and sustainable marketing, and the course code and college/university are not mentioned.

SOCIAL & SUSTAINABLE
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Section 1..........................................................................................................................................3
Section 2..........................................................................................................................................4
Section 3..........................................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................1

INTRODUCTION
In this essay it would be covering sustainability challenges of Dettol, about the packaging based
on consumer theory and market communication methods (Jung, Kim and Kim, 2020).
MAIN BODY
Section 1
Sustainability is the term used to maintain and support the process in continuously over time. It
refers to prevent the reduction of natural resources to remain available for the longer time period.
According to the policies it emphasizes future effect of given policy or business practice on
humans, wider economy and ecosystems (Trivedi, Trivedi and Goswami, 2018). By the concept
it corresponds to fact that without any big change in way planet is run, it suffers lasting damage.
Whereas while focusing on the profits is not only the option but looking for people, planet and
their safety is also necessary as well. Dettol look after for customer welfare and take the strict
actions for nature and people in society. Zero wastage brings pollutant free environment and
Dettol believes in building a health world. Wastage is the biggest disadvantage for the people
living in society, the chemical pollutants are very dangerous. It works hard for improvement of
their carbon footprint from starting up the end. The company is part of making the clean and
healthy society and it believes that being kind to planet is the first step which starts from home.
By resource efficiency, consuming the earth limited resource in sustainable way with fewer the
impact on environment. from starting Dettol consumes the use of plastic bottles which is harmful
for the planet and consumers. They produce sanitizers in plastic bottles which contains harmful
substances (Saravanan and et.al., 2018). Furthermore, there are harmful effects of sanitizers on
human body due to it contains denatured alcohol which is methanol and it is poisonous if
absorbed by the skin. Acrylates is another chemical which cause diseases of hyperplasia and
inflammation. Perfumed sanitizers also cause symptoms of headaches, short breath, watery eyes
etc. Also, it has drastic effect on environment due to tons of plastic bottles creates plastic waste
which pollutes the planet. For this Dettol started Trigger Project to create collection of products
from sustainable ingredients. They have already started with providing surface wipes which is
made from 100 percent biodegradable plant fibre as well as spray refill pouches with 70 percent
less use of plastic. It has adopted small design for their spray bottles which cut down the overall

use of plastic in short term. In partnership with Terra Cycle in US and UK for recyclable
materials which is not broadly recycled at local council stages involving the flexible laminates.
Dettol is aware of these harmful side effects as for behaving the social responsibility for their
consumers (Anwar and El-Bassiouny, 2020). Whereas decreasing the use of plastic bottles to
make nature more pollutant free. Their objective is to bring awareness among people about side
effect of sanitizer on human body. Providing information to customer for responsible purchase of
sanitizer. The major awareness is about sustainability steps taken by the company.
Section 2
By the reasoned action theory, it has introduced to discuss how the consumer reacts to the
certain buying behaviour. There are many consumers who make their judgements based on the
reactions for buying the products and it depends on their overall behaviour. Also, there are
product speciality and packaging which attracts the change in buying behaviour. Dettol has
decent packaging which display product logo, name and the key benefits with dermatologist
tested indicators on front label. In the back side of label each and every necessary details are
provided such as general details of its usage, storage conditions. It also aware about the cautions
for human body which is necessary to be ready by the consumers before using (Kim and et.al.,
2021). Moreover, it shows quantity details as well as price and manufacturing, ingredients which
is used for making the products. Customer support service is also provided through them in any
case of queries. Packaging is based on the manner of protecting environment with precautionary
steps. Overall it connects with customers easily as it has well maintained packaging with all
necessary details. Apart from that People with different skin types not be suitable with the
sanitizers but the better part of packaging is cautions are mentioned for human body. In
pandemic the change in packaging was applied for replacing the logo on their packages with
being a part of campaign. They supported the pandemic protectors and replaced their logo with
the images of protectors. This supportive nature of Dettol gained more new customers and many
positive outcomes for company. for the packaging the company has also introduced their Trigger
Project for the collection of products with sustainable ingredients and cut out the overall use of
plastic. Dettol is committed towards removing and reducing single use plastic packaging in
possibilities to help the address and decrease effect on environment (Sun and et.al., 2020). In
future new labelling of product will be mentioned with best way to recycle them. Nowadays,
people are more concerned with hygiene factors and Dettol is the brand who look further in this

situation with providing the health and safety products. The brand image has positive impact on
the consumer behaviour as concerning their health and safety with company and the quality of
products is too good for attracting customers. Their each and every product are customized with
the specific details which is useful for people also. Packaging is the key role which provides
benefits to the environment if it is used in the terms of recycling. Dettol look after for the
customer services and inform them about accountable purchase of sanitizer. Whereas the
company also aware about the sustainability steps used by them and it generates few step for
protecting environment as withy the precautionary steps. In their packaging they believe in
choosing transparent about their product ingredients so they can provide the whole story of what
customers are bringing to their home and using around with their loved ones. With packaging,
Dettol also assumes that nobody should be powerless in protecting what they love. delivering the
quality and trusted hygiene product is the core of everything they do. These practices have
gained the attention of customers and it has achieved best position in market as the treat their
customers as family and nature like home (Ćorić and et.al., 2020).
Section 3
Market communication is the message and media tool which is used by the marketers for
communicating with target markets. For examples there can be marketing communications like
advertising, direct marketing, sponsorships and social marketing. Dettol has accepted and
positioned with 100 percent germ free with complete protection and control over the whole
family as its essential value. People from all age groups are the target customers of the company
and it follows product specialization strategy to enter the market and enhance the usage rate. Its
communication is always remained focused on the core brand positioning of protection from
germs. The market communication of the company involves Above the line and Below the line
strategies. ATL includes print media, newspapers, social media, radio and all other advertising
methods. BTL is the advertising strategy in which products are promoted in media other than
mainstream radio or television. Attractive packaging has boost up the popularity and the sword
on green cover is to describe the fighting spirit as well as the packaging is turn out to be identical
with Dettol (Dyck and Manchanda, 2021).
Advertising the products are done throughout various sources like ads, marketing, person
to person, social media etc. which build connections with more and more customer to buy their
products as social media is growing immensely and most of the people will get know if the

company launches their new products in certain period of time. Secondly, online marketing is the
new trend which create awareness and promote sales also with building brand image. Games and
quiz, contests and polls are new way of gaining the consumer interest to involve with operation
designed to educate them and awaring about brand with promoting new product or innovative
ideas. Another way of marketing is maintaining the good relation with customers and creating a
good company image where Dettol think for the people and make them aware about taking
safety measures. Informing the customer about making the responsible purchase of sanitizer
which is the objective of the company. It also provides the customer support service people who
are dealing with any kind of issues (Sharmin and et.al., 2021). These are positive aspects which
make people more health conscious and it build up the image as well as relationship. By the
following marketing communication, it helps to promote the brand and their relations with
customer. While promoting brand changes are also necessary for the future growth of company
and in respective manner company looks for the environment and for their customers which will
bring the change in their packaging strategy and recyclable facility for the consumers.
CONCLUSION
By this essay it has been analysed what sustainable challenges are used by company, and
about their packaging and upcoming strategy and discussing the marketing communication
methods used for promoting the brand.

REFERENCES
Books and journals-
Anwar, Y. and El-Bassiouny, N., 2020. Marketing and the sustainable development goals (sdgs):
a review and research agenda. The future of the UN sustainable development goals,
pp.187-207.
Ćorić, D.S., and et.al., 2020. An exploration of start-ups’ sustainable marketing orientation
(SMO). Industrial Marketing Management. 91. pp.176-186.
Dyck, B. and Manchanda, R. V., 2021. Sustainable marketing based on virtue ethics: Addressing
socio-ecological challenges facing humankind. AMS Review. 11(1). pp.115-132.
Jung, J., Kim, S. J. and Kim, K. H., 2020. Sustainable marketing activities of traditional fashion
market and brand loyalty. Journal of Business Research. 120. pp.294-301.
Kim, J., and et.al., 2021. Laying the foundations for success: co-creating sustainable marketing
solutions. Journal of Strategic Marketing. pp.1-29.
Saravanan, A. P., and et.al., 2018. Biofuel policy in India: a review of policy barriers in
sustainable marketing of biofuel. Journal of cleaner production. 193. pp.734-747.
Sharmin, F., and et.al., 2021. Sustainable Destination Marketing Ecosystem through
Smartphone-Based Social Media: The Consumers' Acceptance Perspective.
Sustainability. 2021; 13 (4): 1–24. Publisher Full Text.
Sun, Y., and et.al., 2020. Case-based models of customer-perceived sustainable marketing and its
effect on perceived customer equity. Journal of Business Research. 117. pp.615-622.
Trivedi, K., Trivedi, P. and Goswami, V., 2018. Sustainable marketing strategies: Creating
business value by meeting consumer expectation. International Journal of
Management, Economics and Social Sciences (IJMESS). 7(2). pp.186-205.
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