Term Paper on "Promotion Colgate Kitchen Entrees"

Term Paper 6 pages (2134 words) Sources: 5

[EXCERPT] . . . .

Furthermore, there is also the objective of building market share, which implies that inducing switching is an important part of this campaign. The ads should therefore not only introduce the brand, but also the key selling points of the brand. These key selling points should directly counter the key selling points of competitor products. An example of (bad) copy would be "Our Brand costs less than Their Product, and it tastes better!," or "Our Brand is designed especially for the microwave -- the Ultimate Convenience Meal for the Whole Family." These introduce the brand and convey specific attributes, while speaking directly to the audience. Ideally, the copy will be a little more creative than that, but these are the general themes.

The appeals here are to things that the target market wants the most out of this food. So to combine attributes of convenience and quality, copy could read like "You love to cook the best meals for your family, but sometimes you need a break. Give them Our Brand -- they'll never know you made it in the microwave!" Appeals should always blend multiple attribute messages, in order to find ways to differentiate the brand. The campaign should feature multiple ads, featuring different combinations of appeals. So the above could be contrasted with an ad that conveys convenience and a reassuring message to the target market, featuring the Vegetable Casserole with a tagline like "Who ever thought it would be this easy to get them to eat their vegetables?" This conveys that there is quality, convenience and nutritional benefits to the product. An additional line like "And all for three dollars" could appeal to the home economists in the target market, of which there are likely many. The brand is exposed, the attributes are conveyed in a manner to which the target market can relate. Imagery should also be very relatable -- in 1982 this would be a suburban family with demographics reflecting the target market.

With respect to scheduling, a product launch with the objective of building saturation-level brand awareness requires saturation marketing. One of the mistakes that Colgate made was that it used its toothpaste brand as a shortcut to brand awareness, but the extension was unnatural and some would say unholy. With a new brand, there needs to be saturation to ensure that the target market is aware of both the product and awareness. The launch campaign should begin the same week or prior week to product launch. The key is that the consumer probably makes a shopping list -- if the exposure gets the product on that list, the product had better be in the store. From launch and for the first year, saturation must be to a high and constant level. This is where the $20 million budget comes in handy. Reach is critical but so is frequency because with low switching costs it is necessary to constantly expose the customer to the brand in order to increase the chances of the customer thinking about the product either when making the shopping. list or in the store.

References

Daily Finance. (2013). Top 25 biggest product flops of all time. Daily Finance. Retrieved November 20, 2013 from http://www.dailyfinance.com/photos/top-25-biggest-product-flops-of-all-time/#!slide=982928

Fields, R. & Fulmer, M. (2000). Markets' shelf fees put squeeze on small firms. Los Angeles Times. Retrieved November 20, 2013 from http://articles.latimes.com/2000/jan/29/news/mn-58869

Haig, M. (2003). Brand failures: The truth about the 100 biggest branding mistakes of all-time. London: Kogan Page.

McFarlin, K. (2013). An example of marketing plan objectives. Houston Chronicle. Retrieved November 20, 2013 from http://smallbusiness.chron.com/example-marketing-plan-objectives-10680.html

MSN. (2012). 10 grocery products that flopped. MSN Money. Retrieved November 20, 2013 from http://money.msn.com/shopping-deals/article.aspx?post=f4c6b140-121c-431f-9ab4-4be943c1600d

Riley, J. (2012). Promotion -- push and pull strategies. Tutor2U.net. Retrieved November 20, 2013 from http://www.tutor2u.net/business/marketing/promotion_pushpull.asp READ MORE

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