One of Procter and Gamble’s fastest growing products is Febreze. It is aimed at

Question

One of Procter and Gamble’s fastest growing products is Febreze. It is aimed at individuals who do
not like washing laundry and has been positioned y P &G as an alternative method of completing
this chore. An ideal market is the 18 million college students in the United States with busy class
schedules, work and social events, who has the time to do laundry? For jeans in particular and other
clothes that are not quite dirty yet, Febreze offers the choice to ‘refresh the clothes and kill any
possible odors’.
1. As the marketing director of Procter and Gamble, Develop an Integrated Marketing
Communications Strategy to reach 18-to22- year old college students.
2. Design an advertisement for Febreze aimed at the college demographics. State where you would place your ad and Why?
3. Would you use a standardization or adaptation approach for you integrated marketing program?

Explanation / Answer

1. Integrated Marketing communication strategy involves various aspects of communiation that has different tools directed towards various stakeholders. It involves tools like advertising, public relation, sales promotion, personal selling, direct marketing, social media marketing.

For this market and the proposed product first of all it is very much required to make awarenees of the product as the product is not an y traditional or conventional and requires understanding especially in target market so that its acceptability can develop. For awareness a numbers of awareness strategies could be used such as using mass media sources specially social networks to inculcate the understanidng of the product. After awareness has beeen done next step should be promoting the brand with differentiation. This is utmost important. The brand should be promoted in such a manner that ir takes effective positioning. Public relation can be used like doing various events that would help coverage in media.

2. The target market is of yound college students who have dont enough time to do laundry and change clothe every now and then to which their cloth actually dont get dirty thus only require a little fresh up so that they could be used again without laundary.

The advertisement could involve a small video clip along with written message The video intends to show the struggle that a college student faces almost everyday in relation to laundary and also providing solution to the probelm. The act would start with showing up a girl who is like a social butterfly, loves to party, hang out, who is also very much active on campus in studies and other social events. She all day work first in class she studies, then go to some social event then end up the day with partying with freinds. For all the events she wore different clothings and at end of day when she reaches hostel she realized she is having no washed up clothes for next day in her wardrobe. This incident should be shown like a break down for her and then to make it more intersting and appealing a fairy could show up in her window and then given her the product of P&G that ouwld '‘refresh the clothes and kill any possible odors’. Knowing that she feels she is back to life again.

The advertisement should be used at places where these toungsters are very active like social netowrks like twitter, facebook, instrgram and snapchat could also be used and also television channels which are designed for youth such as MTV etc.

2. Adaptation approach should be used as this product is very unique and the target market is also very much different from other target markets. The beliefs, lifestyle, prefrences should be keep in mind while designing the IMC program for it.

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