51 Huzhou Road
13 May 2011
Xiashan North Central Avenue
Attached is the report you requested on 16 May analyzing the current marketing situation of the Darlie toothpaste The report identifies the Darlie toothpaste’s marketing situation and the IMC program. IMC Recommendations are made that, if taken into action, should improve the Darlie toothpaste’s IMC plan Preparing the report has been challenging and worthwhile. I will available if you have any queries or wish to discuss any part of the report in more detail.
AN REPORT ON DARLIE TOOTHPASTE’ S INTEGRATED MARKETING
COMMUNICATION PLAN IN CHINA
AS AT MAY 2011
The CEO of the Haolai Company
Submitted: 16 May, 2011
Prepared by: Yangyang Liu
The report was commissioned by the CEO of the Haolai Company. The purpose of the report is to analysis the market of the Darlie toothpaste and offer strategies to improve the company’s integrated marketing communication plan.
The scope of the report is limited in four areas: Firstly, the Darlie toothpaste current marketing situation, including information about the company, product, competitors and the key target market. Secondly, analysis promotional mix elements thirdly, develop the IMC plan. Finally, create a new promotional tool for the target market. And creative strategy for the Darlie toothpaste
There are many significant finds in the report. In the section about the Darlie toothpaste’s IMC plan the Darlie toothpaste’s current marketing suit ion, positioning strategies, the low-involvement hierarchy, and the Darlie toothpaste’s IMC objectives will be discussed. Provide a detailed description of the promotion mix elements currently being used: Advertising, sales promotion and interactive/ internet marketing. In the report, a new promotional tool for the target market will be provided.
Recommendations have been made that, if implemented, should enlarge the Darlie toothpaste’s market share. These include: effective advertising, new promotional tool, major selling, and new creative strategy for print advertising.
TABLE OF CONTENTS
Summary iii 1.0 INTRODUCTION
2.1 About the company2
2.2 About the Darlie2
2.3 Competitor analysis2
2.4 Target market3
2.5 The Darlie’s positioning strategy 4 3.0 IMC PROGRAM
3.1 The promotional Mix5
3.2 The low-involvement hierarchy6
3.3 IMC objectives6
4.0 DEVELOP THE IMC PLAN
4.1 New promotional tool7
4.2 Major selling idea8
5.0 GREATIVE STRATEGY
5.1 Implementation of the creative strategy 9 5.2 Evalustion of the craetive strategy10
List of References13
Appendix 1- The print advertisement14
The CEO of the Haolai Company requested this report on 16, May. The purpose of this report is to provide an analysis of Darlie toothpaste’s current marketing situation and integrated marketing communication program (IMC).It aims to create a new promotional tool to for the target market.
There’re some limitations in the production of the report. To begin with, there’s not much information about the Darlie’s company can be found in the web. I just can find the Haolai Company is a chemical industry company....