Online IMC - A brief The study starts from the premise that the specific characteristics of the internet transform the application of IMC principles from an alternative option to an absolute requirement Integrated marketing communication – the evolution of a concept The IMC approach has received almost instant recognition at the end of the 1990s‚ as a result of the existing trends to reduce the budget allocated to mass advertising campaigns and to concentrate on segmented or personalised communication
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Case Analysis: Colgate Precision Prepared for Instructor University Prepared by Student University October 19‚ 2011 INTRODUCTION Colgate-Palmolive has been researching and developing a superior toothbrush‚ the Colgate Precision‚ and as the Precision Product Manager I have overseen the development of the Precision from start to finish. We have been developing a technical innovation in the toothbrush industry‚ and with the product’s launch pending there have been several factors
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UNDERSTANDING INTEGRATED MARKETING COMMUNICATION (IMC) Prior research has revealed numerous topics relevant in the study of integrated marketing communications and how marketer should best handle the IMC process in order to develop truly integrated communication programs (Cook 1997; Kitchen and Schultz 1999; Schultz and Kitchen 1997). Schultz and Schultz (1998) defines IMC as a “strategic business process used to plan‚ develop‚ execute and evaluate coordinated‚ measurable‚ persuasive brand communication
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president from Texas. As the sole proprietor of Act II Boutique‚ she is also the only employee and the primary contributor to her marketing and promotional efforts. Throughout our integrated marketing communications plan‚ we have kept this in mind so that Debbie can easily execute the plan. MARKETING MIX Product Act II Boutique offers many different products. The boutique is separated into three sections including the New Clothing Boutique‚ Handbag Boutique and the Upscale Designer Boutique.
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motives so as to design advertising programs and promotional activities accordingly. Breeze‚ which has long been Unilever’s flagship detergent brand sold in Thailand‚ is a very good example for IMC strategy utilization. The new campaign of Breeze is one of good examples on using IMC strategy. Breeze has launched its new campaign “Dirt is good” since the year 2546‚ and has expanded its target groups from housewives to little children and teachers. The company captures attention and induces
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Colgate-Palmolive (CP)‚ the leading retail toothbrush manufacturer in the United-States is looking to expand its market share by entering into the competitive high-end toothbrush market segment with the introduction of its technologically innovative Precision. Though the product ’s introduction promised highly profitable returns‚ it also presented Colgate with a number of challenges including a significant financial investment‚ fierce competition‚ manufacturing limitations‚ and potential cannibalization
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Introduced in September 2002‚ Colgate’s ‘Simply White’ posed a threat to P&G’s dominant market share in the over- the-counter teeth whitening product category. Colgate emphasized that its product bleached teeth as effectively as P&G’s Crest Whitestrips and priced it at a significant 65% lower than Whitestrips which allowed it to gain almost 50% market share. Although concept tests done by P&G indicated that consumers perceived both products to be equal in terms of whitening levels‚ P&G’s internal
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Background * Crest Crest is a brand of toothpaste made by Procter & Gamble in Germany and in the United States of America and sold worldwide. Crest was introduced in the United States in 1955. The Crest brand has also been associated with about twenty brands of dental care products‚ including toothpaste‚ toothbrushes‚ mouthwash‚ dental floss‚ as well as a tooth-whitening product called Crest Whitestrips. Examples of toothpastes include Crest Pro Health‚ Crest 3D White‚ Crest Tartar Protection
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Colgate Palmolive Case Analysis “Position Niche vs. Mainstream: In Respect to Sales Cannibalization” Analysis of the marketing strategic for Colgate-Palmolive’s (CP) new product launch of “Precision by Colgate” Toothbrush. How we would recommend to position (niche vs. mainstream)‚ brand‚ and communicate the product in respect to sales cannibalization of the existing Colgate-Palmolive product “Colgate Plus” to ensure achieving the highest possible return. Positioning: Consider Appendix 1.
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(1)colgate (2)closeup (3)pepsodent (4)dabur red (5) sensodyne Intro about toothpastes Earlier in India‚ oral hygiene was the domain of local home made ayurvedic powders and natural herbs. The history of toothpaste industry in India can be traced back to the year 1975. Now‚ the awareness regarding oral hygiene in the Indian society has increased and thus many companies have come up with their brands of toothpaste. The first toothpaste to enter the Indian market was Colgate. In recent years the
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