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Veet Promotion Campaign

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Veet Promotion Campaign
MKTG 206: Promotions Management
Promotional Campaign for Veet® Hair Removal Cream

ContentS Section One: Executive Summary 2 Section Two: Situation Analysis 2
2A. The Depliatory Industry 2
2B. Client Brief: Veet® 3
2C. Marketing Mix adopted by Veet....................................................................................................................3
2D. Internal Analysis............................................................................................................................................4
2e External Analysis.............................................................................................................................................5 Section Three: Targeting, Positioning, Objectives Setting, Budgeting 5
3A. Key Marketing Problem 5
3B. Segmentation of the Women’s Depilatories market in Singapore 5
3C. Our Target Market 6
3D. Positioning Statement 7
3E. Objective Setting 7
3F. Budgeting 7 Section Four: Our Promotional Campaign 9
4A. Phase 1: Feeling the Stubbles 10
4B. Phase 2: Long-lasting Smoothness 15
4C. Phase 3: The Veet® Contest 16 Section Five: Conclusion 18
5A. ROMI and CLV 18
1. Phase 1 18
2. Phase 2 18
3. Phase 3 19
4. Overall 19
5. Best and Worst Case 19
5B. Evaluation of Campaign 19

Section One: Executive Summary In Singapore, hair removal products catered for women have seen a rising trend along with growing demand for grooming products mong women in the wider market. This research investigates the reasons behind this phenomenon and looks into the current trends of hair removal products for women. We have chosen to examine specifically Veet® hair removal cream as it is currently the brand leader in the hair removal market. To better understand the market and shape the key marketing problem, we conducted primary research to find out the general trends of hair removal among women in Singapore. From this we found a significant result of women in Singapore favouring razors over cream due to the


Bibliography: Veet Hair Removal Cream Review, retrieved on 19 October 2010, retrieved from http://www.reviewcentre.com/reviews74276.html Veet Bladeless Razor Review, retrieved on 19 October 2010, retrieved from http://www.viewpoints.com/Veet-Rasera-Bladeless-Razor-reviews Depilatory Industry Overview in Singapore, Euromonitor International: Country Sector Briefting, June 2010, retrieved on 22 October 2010
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