Advertising and communication

Résumé du document

In this assignment, we analyze the selection and launch a new product. The product that I have to launch is a new deodorant, produced especially for women who have a sensitive skin and after a depilation. This product is sold in some specific shops only. Few brands are producing this product, because of the differing costs that it has. It is named A'Tane, in reference of the God of the beauty and the Sky in Tahitian language. In this case, we have a huge target, as 70% of the women consider having a sensitive skin. The product is ecological, and is presented in the form of wipes (which is a convenient option for travelers), uses natural products, and retains the same principal characteristics that a classical deodorant has. In this assignment, we will see the different media of communications that we will use, in order to promote the brand.

Extraits

[...] In fact, as we know since the 9/11, security has been reinforced in all the airports in the world. It is forbidden to have liquids which are superior to 100 mL. Adding to that, it is more easily having a wipe in the bag than a spray. We can use a wipe everywhere and when we want. However, we can say that the attributes and the specificities of the product that I have chosen are the same than a classical deodorant. The main function is kept, i.e. an anti perspiring. [...]

[...] In this large target, we can divide our potential market in 2 categories, depending on the use that they will do for the product: - Women who have a sensitive skin. They can use the deodorant each day. There are natural products which protect the skin against external factors. - Women who want to use the deodorant just after a depilation. We must have a large target. In fact, more and more women are worried about their skin, because of the cult of the beauty that we have in the modern world. Nowadays, the main trend is to be the perfect women. [...]

[...] The main advantage for the Internet is that consumers have the feeling that they can change a brand, a product, they can give their opinion freely of the Internet users think that they have a specific relation between themselves and the company through the web site). That is why the viral marketing and traditional Medias are complementary, and the first one must not replace the television and the other ways to communicate. In this case particularly, I think that the best solution will be TV ads. TV has an important effect on the global population Regulatory issues 1. What regulatory or trade association issues or restrictions do we operate under? [...]

[...] But it was not efficient to have that, because after the launching, many people called this number and services were bad, very bad. So, for my product, I have to create a memorable slogan, and ensure a good product in the same time. We have seen the slogan previously, need to suffer to be beautiful” Delivering the message 1. What integrated Marketing communications mix will we select ? I have chosen to realize a chart in order to see what kind of tool of communication is the most adapted for the deodorant. [...]

[...] As a consequence, we opt for this solution. However, we must keep in mind that in terms of costs, we can not use the television in a long term period, because it is very expensive. I think that at the beginning, we can and must use it, but in order to make loyal our customers, we can use press, and specifically feminine magazines. Bibliography http://www.tarifspresse.com/ http://www.snptv.org/generalites/faq.php?theme=3 http://ec.europa.eu/environment/chemicals/reach/reach_intro.htm A' Tane No more need to suffer to be beautiful. [...]