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TOMARKETING DIRECTOR FROMMARKETING MANAGER DATE26TH AUGUST 2003 REPROMOTIONAL STRATEGY MAXI-FRESH MOUTHWASH 10 INTRODUCTION -The Malaysian oral hygiene market consists an estimated 2million users with an estimated market size of RM30 500 00000 -Relatively matured market with minimum players Market leader Listerine Oral-B -Purpose of the proposal is to recommend marketing and promotional campaigns to effectively launch our latest product non-alcohol Maxi-Fresh Mouthwash 20 TARGET MARKET 21 Market Segmentation- 211 Geographici East and West Malaysia 211 Demographic i Age 6- 44 years ii Children and Malay Muslim 212 Socioeconomici Income RM30 000 22 Target Market - 221 Differentiated Marketing iMalay Muslim Middle-income group health conscious looking for non-alcohol products iiChildren 23 Positioning - 231Products Attributes iNon-alcohol anti-septic mouthwash iiReposition competitor Alcohol mouthwash is detrimental to health 232Product PriceQuality iShocking lowest price superb quality 30 MARKETING MIX 31 PRODUCT - 311Branding iMaxi Fresh Mouth Wash is associated with the family brand PriceAbusecom that symbolises high quality low price with the tag line Good things need not be expensive 312Packaging i400ml pet bottles with multi coloured labels 32 PRICE - 321 Retail price to be controlled at RM500 per bottle Which is priced lower then the average mouthwash by 50 33 DISTRIBUTION CHANNEL - 331 CONVENTIONAL CHANNEL - Hypermarkets Supermarkets Sundry Shops Pharmacies 332 UNCONVENTIONAL CHANNEL - Mosques Secondary Schools Book Stores 40 PROMOTION STRATEGY - Integration of pull and push strategy to achieve corporate and marketing objective 41ADVERTISING 411Objective -i Create awareness and encourage purchases pull push element 412Budget - i RM 150 00000 413Message -i Non-alcohol high quality and acceptable price Halal recommended for Muslim 414Media - i News paper - Berita Harian leading Malay language daily news paper - The Star leading English language daily ii Magazine- Wanita Malay language ladies magazine Readers age 25 to 45 Mostly mothers i Billboards - 10 locations situated near States and National Mosque 42PUBLIC RELATION PUBLICITY 421Objective -i Create Awareness pull
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