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 is plan designed to integrate or link all forms of communcation in a systematic manner , it helps to reach target audience in a systematic manner using proper channels e.g SMS or Email, direct communication or workshops.

SMART again can be a tool or approach in integrated Marketing comminication to define what is expected from the communication and divide it in SMART way, it should be to answer the following :-

S- Specific -What we expect and from Whom ie. our Target which in case of FEBREZE is College Students

M- Measurable- How many or what income group to choose or may be what should be pricing for FEBEWZE

A- Attainable- Communication should be such that it Should look lucrative to this group to go for this product and use i.e. economical and cost effective

R-Relevant- Communication should relevant to this class or group otherwise it will loose its content , this group needs to the point communication

T- TimeBased- Comminication should reach the audiance timely and at the right time , so that they can act upon it

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