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

Integrated Marketing Communication goes through several planning process to make the campaign effective. It consists of all the techniques and process that should be followed for making maximum impact of the campaign. For P&G’s Febreze it should implement the following steps

Specific area of improvement. Here it should be number of target market the campaign has reached. Penetration more in the market is what desired to achieve.

Measurables- It can be measured by analyzing sales in different geographical

territories.

Assignable- The goal should be assigned to key marketing personnel and campaign managers who can undertake the task.

Realistic- The target market to campaign and result to achieve should be realistic one within the reach of the campaign velocity and acceptability. Any absurd or vague target should not be set.

Time related- When the targeted level of sales will be achieved in a specified time manner. The time should set.

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