Question

Topic: Customer Behavior

Is There A Demand For Hand Sanitisers In The Uk?

Posted by sjohnp on 7/27/2010 at 10:47 AM ET 250 Points
I'm helping a company who are based in Finland who are looking to launch a range of non-alcoholic hand sanitisers in the UK.

As far as I can tell (from reading press articles and trawling the net) people are becoming increasingly aware of swine flu, bird flu, Sars, MRSA plus other superbugs that threaten our health and are looking to products to protect themselves and their family. Having said that it would be so useful to hear what experiences any of you may have on this market.

The products claim to protect you from germs for up to eight hours unlike other 'alcoholic' products which are more harmful and don't last as long.

Anyway, two key questions I would like some help with this are as follows.

1) Do you have any helpful evidence which either support or dismiss the use of hand sanitisers? and,

2) What is an effective way to promote/sell products of this nature with only a modest marketing budget to play with?


Thank you for any help, advice you can offer

Rgds

Steve
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RESPONSES

  • Posted on 7/27/2010 at 5:17 PM Accepted
    Who would be your target audience if you introduced this product in the UK? Are you targeting institutions (e.g., schools, libraries, hospitals, public washrooms, etc.) or individuals/consumers via traditional CPG retail outlets (e.g., food and drug stores, mass merchandisers, club stores, etc.)?

    The marketing strategies will depend on your goals and budget. If your goals are bigger than what your budget will support, the best thing you can do is take the money and put it under your mattress. Otherwise you're likely to lose it all before you make the first big sale.
  • Posted by sjohnp on 7/28/2010 at 8:12 AM Author
    Many thanks to Juliet and Michael for your helpful thoughts, advice and comments. Firstly, Juliet, the articles are great and did try to download the 'who guidelines' but unfortunately it didn't work which is probably a fault at my end and will try and sort it out. I will also contact Jason tetro and see what he has to say. In your response are you saying for hand sanitisers to be effective one should really wash your hands with soap and water and then apply a hand sanitiser to give you extra protection for up to 8 hours? If children and adults are lazy at washing their hands effectively is a foam based hand sanitiser which is non alcohol based a sensible option for protection?
    BTW thought your work to encourage children to play outside is fantastic.

    Michael, with regards marketing the company are thinking about direct sales route (a sort of pyramid style approach through a network of distributors working part-time) encouraging family and friends to spread the word and also to see what sales they can get through other avenues such as public places/ doctors surgery's , schools, libraries etc) I think they feel it is important for people to try the product and demonstrate it 'face to face' rather than going for the big sale. Obviously, if you have any thoughts on this it would be appreciated
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