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’.

You are required to write the following:

Integrated Marketing Communication Objectives including SMART for the brand Febreze.

Explanation / Answer

It is required to write Integrated Marketing Communication Objectives on the basis S.M.A.R.T. tool, for the brand Febreze which is used to kill all possible odors and make the cloths refreshing. Looking at the target segment who is college going busy students (with huge market size of 18 million students). Following can be the Objectives in relation to the same.

1. Specific: To make the cloths look refresh always and have a pleasant smell around the user which shall release from the dry clothes

2. Measurable: To have reach and availbility to 18 million college going students of the country.

3. Achievable: To make the every youngster to use the product by promoting it in college canteens, social events or every other possible touch points wherein they can experience freshness

4. Realistic: To rach to the all possible idea market size by using the marketing and distribution approach and should be available at selling points wherein youngsters go. To market it in all possible ways to achieve 100% reach about the usage of the product to college going students

5. Time: To reach out in terms of distribution, experience and awarness to all possible market in one year time frame

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