An Report On Darlie Toothpaste’ S Integrated Marketing

1.0 INTRODUCTION1.1 AuthorizationThe chief executive officer of the Haolai confederacy requested this report on 16, May. The purpose of this report is to bid an analysis of Darlie toothpastes current merchandising situation and integrated commercialiseplace communication program (IMC). It aims to create a youthful promotional weapon to for the target market.1. 2 LimitationsTherere whatever limitations in the production of the report. To pay off with, in that locations not much learning about the Darlies company kitty be found in the web. I bonnie puke find the Haolai Company is a chemical industry company.Besides, there is to a fault not much tuition about the Darlie toothpaste in any(prenominal) business office business magazines and books. Sometimes, I well(p) make a life alike(p) assumption. 1. 3 Scope The scope of the report limited to integrated marketing communication in five argonas the current marketing situation analysis, the apply IMC program analysis, the IMC plans pull up stakes be developed, media plan and some recommendations for the Darlie toothpaste.2.0 BACKGROUND2.1 About the companyDarlie is a brand of the worlds best oral care products manufacturer which is urinated Haolai chemical industry. In the 1930, the recipe of Darlie was developed.At the beginning, Darlies production and operation is in the Kowloon, Hong Kong. In 1997, Darlie transferred entirely(prenominal) the toothpaste products from Hong Kong to the Chinese brinyland. Today, the Darlie has become sensation of the best- selling brands in toothpaste market in China and south Asia.2. 2 About DarlieThe main products of Darlie are toothpaste and toothbrush. The judgment of Darlie is rock-loving white teeth and pure crisp breath makes you either day full of confident smile. Darlieh has contrastive kinds of toothpaste concord to different effectuate too run across the different unavoidably of consumers.It has four Series unfermented breath, teeth white ning, anti-sensitivity and for children.2. 3 Competitor analysisIn the current toothpaste market, it exits many competitors much(prenominal) as Crest, Colgate, China, bamboo salt, Amway and so on. Analyzing Crest, it is mavin brand of Procter & Gamble which was born in 1955. Its historied for excellent high-decay toothpaste. And it is the first to be realised by the world authority on oral-organization the Ameri good deal Dental Association (ADA) decay toothpaste. Compare with Darlie, Crests market share occupy all over the world not just Asia.In June 1996, Crest came to China and after one year, it has already been known by everybody in China. The brand concept of Crest is keep your smile florid and beautiful . There are two types of Crest toothpaste series of healthy and series of whitening. Besides, every type of Crest has different products. For toothpaste, Crest has the homogeneous benefits with Darlie such whitening, fresh breath and so on. But the closely renowned ben efit of Crest toothpaste is preventing tooth decay and nurseing tooth effectively. About Crest s promotion, publicizing on television and profit are the main ways.But crest has advantages of Darlie, beca wont crests advertizement is high-frequency.2.4 Target marketThe toothpaste market stick out be segment into different move on the basis of geographic, demographic, psychologic and behavior variables. According to Hawkins, M differentsbaugh & Best (2007, p16) Perhaps the close important marketing decision is a firm makes is the selection of one or much market segments on which to focus. Firstly, Darlie toothpaste is in consumers good graces in Southeast Asia because of its advanced technology and unique recipe of product.Besides, it is popular in coastland of Guangdong province. On the side of demographic, there are not many spate know the brand name and features of Darlie In addition, females will pay more than circumspection on choosing toothpaste than males. In terms o f psychological, consumers individuation demand is increase with the development of economy and technology. In other words, consumers pursue new feelings, health, white, constitution and useful in the modern society. Moreover, puppylike consumers prefer to the multi- courseal toothpaste which crowd out depict special feelings like tea leaftime smell.From the perspective of behavioral, toothpastes are necessary products in throngs daily life and consumers will get toothpastes routinely. Besides, young consumers will choose the new products and abroad brands because of their individuation demand. Furthermore, spinsterhood will buy fewer products once than married tribe and promotion methods affect consumers heavily. In this report, the target market focus on the consumers who like the tea fragrance and want to fresh breath.2. 5 The Darlie toothpastes positioning strategyThere are five competitive advantages for Darlie. Firstly, it has a good management system. Darlie encoura ges its employees to innovate with a reasonable net profit and reward. It washstand motivate the employees to work out the new technology to enrich the products. Secondly, Darlie is good at research and development. As the ingests of consumers are ever-changing quickly, so it often makes the change of products like in quality, style and shape, and it delay to introduce new products to meet customer needs. In addition, Darlie has a fortified channel advantage.It not only has distri thoion channels and end-channels, but in addition has a geographic strategy, so that it sens sale the products through different ways in different areas. Besides, quality service is another peculiarity for Darlie. The good service will shorten the checkout process and satisfy the consumers needs, and then makes the customers get a good memory to the products. Last but not the least, freshen breath is Darlies important characteristic. Many populate think that freshen breath is an important functio n of toothpaste (2011).The main function of Darlie toothpaste is breath fresh, so that it will have a fixed conclave customer.3.0 IMC PROGRAM3. 1 The promotional elements blendThere are six elements in IMC mix announce, gross revenue promotion, personal selling, publicity, internet marketing and speak marketing. Darlie uses ternion elements of promotional mix in current market, which is ad, sales promotion and internet/ synergistic marketing. Firstly, denote is Darlies main way of promotion. It uses agglomerate media such as TV, radio, magazine, newspapers to win consumers. The most important promotional tool of Darile is TV advertisements.Darile input much specie in inviting stars as its spokesperson. Besides, it also spends a lot of money on broadcasting TV publicise. For Darile, advertise is a valuable tool for targeting mass consumer market. Secondly, in the promotional mix is sales promotion. Darile also has two major(ip) categories consumer-oriented and trade-ori ented activities. In supermarket, businessmen always use coupons, samples, premiums, rebates, contests to stimulate short-term sales. And in the current, Darile has many different selling ways such as wholesalers, distribution, and retailers.The terce variable in the promotional mix is interactive/ internet marketing, which changes by the development of technology. For Darile, in traditionalistic market, consumers only get information from advertising and buy toothpastes and toothbrush in supermarket and stores. But now Darile advertise their products on the websites. Consumers can purchase the products on the Internet or by the telephone. because the products can be de lived to your home drively. Besides, if the consumers have some inquiries or questions, they can call the customer service Hartline or in online message.The interactive/internet marketing brings many advantages to Darlies promotion.3. 2 The natural depression-involvement power structureAs toothpaste is usually u sed in peoples daily life, so Darlie is belonging to the low-involvement hierarchy of customer solution process. The sequence of low-involvement hierarchy is learn-do feel. It means that the involvement in buying Darlie is low and the customers are viewed as passing from cognition to behavior to attitude.3. 3 IMC objectivesDarile has three promotional mix elements are being used for IMC objectives based on the response process.As Mothersbaugh & Best (2007, p 8) explansIntegrate marketing communications involves coordinating the dissimilar promotional elements and other marketing activities that pass around with a firms customers. At first, advertising is a valuable tool for building brand equity. Dariles advertising transfer the name, logo, symbols, design, packaging and performance to consumers. Because Darile is low-involvement hierarchy of customer response process, it needs faithful relationship to repeat purchase. Secondly, sales promotion is a angle marketplace power from manufacturers to retailers.People can buy Darlies products in local retails such as Wal-Mart. And the retailers have more promotional tools than manufacturers to sell. Thirdly,The business of Darlie change from traditional market to Internet with the rapid growth of technology. Besides, traditional media advertising in TV or broadcast is replaced by internet advertising.4. 0 DEVELP THE IMC PLAN4. 1 New promotional toolPersonal selling is as a new promotional tool for Darlie toothpaste. Unlike advertising, personal selling is face-to-face communication amongst buyers and vendors.In this report, the target consumers of Darlie is people who like tea aroma and want to fresh breath. The Personal contact in selling focuses more on consumers particularised need or situation than other promotional tools. Sellers can communicate with the target consumers through telephone, QQ, MSN and email to know their needs and give services. It is more flexible and convenient. Besides, Personal selli ng also is good to get feedback to metamorphose the types of products according to different needs. For example, if the person has Gums bleeding, sell g the Anti-allergic Darlie toothpaste.And in this way, it can build loyal customer relationships and Brand loyalty.4. 2 Major selling ideaDarlies ideal market share occupy overall all the ages of the consumers. But In current intense toothpaste competitive market in China, it is impossible. Comparing with the other competitor such as Crest, Amway, China, the central rootage of Darlie toothpaste is fresh breath. And the target market is the person who like tea aroma. Before selling, sellers can make a questionnaire for analyzing the toothpaste market. Darcie can develop circumstantial taste and efficacy of toothpaste, according to the customers dental health and taste preferences.And the seller s also needs to provide good after-sales service for audiences. They can send some new samples tell them some knowledge to protect teeth, an d how to brush teeth correctly.5. 0 GREATIVE STRATEGY5. 1 Implementation of the notional strategyThe creative strategy including advertising accumulation, execution style, creative tactics, and media vehicle can be used in development and implementation of an advertising message. Advertising appeal has two categories information/rational appeals and emotional appeals.In order to emphasize the Darlie toothpastes feature of fresh breath and transfer the fragrance of tea of Darlie toothpaste to the consumers, information/rational appeal of advertisement is better. Using the advertising appeal, people will know more about Darlie toothpaste not only the brand name but also the specific feature. The creative execution style of the Darlie toothpaste is direct and concise. When people see the advertisement at first glance, they can recognize the brand of the Darlie toothpaste. And it is also beautiful, which make people feel fresh and cool. notional tactics is used to design the actual a dvertisement.It has two different types for stigma advertising and for television. In this report, the picture is designed for target advertising. Firstly, the stage setting of the move is Danas. And in spring morning, fog around the Danas, which makes people feel fresh. Secondly, it uses the direct headlines, Daile toothpaste, and the fragrance of tea. It is in the top of the print, which is not very big. As Mothersbaugh & Best (2007, p 311) they are often more effective at attracting reads attention and interest because they provoke curiosity and lure readers into the body written matter to learn an answer or get explanation. On the left of the words, it is a small teapot. And on the right, it is a new design Darile toothpaste.The Chinese cha xiang and slope words the fragrance of tea print on the body of the toothpaste. It also has the symbol of Darlie, a head portrait. Secondly, in this print, the body copy is the main point. The picture shows that a toothbrush sends out a ray of tea aroma. And the most important is that the tea aroma uses a figure of teapot. And in the teapot, it prints One Chinese wordchawhich is written by Chinese style. This advertisement can be used to two media vehicles, the print media and the support media.Magazines and newspapers are two types of the print media. And there are many types of the support media, like outdoor advertising, aerial advertising, transit advertising, promotional products, and yellow pages advertising and so on. The designed picture can be enlarged or change according to different sizes.5. 2 Evaluation of the creative strategyIn this report, the target consumers of Darlie is people who like tea aroma and want to fresh breath. And Darlie toothpaste is belonging to the low-involvement hierarchy of customer response process.It means that the involvement in buying Darlie is low. Besides, Haolai Company is not as well-funded as Procter & Gamble. So it does not have comme il faut funds to input in adverti sement. So this creative strategy for print advertising has its own advantages and disadvantages. First at all, the tea fragrance of Darlie toothpaste is one of the most important advantages. It is a specific smell and taste which other toothpastes have. It has good effects on creating awareness among the target market. Besides, the advertisements on magazines can be accepted by consumers more easily.Most audiences pay much attention to the magazine when they read it. Toothpaste is a low-involvement product, while magazines can express the information about the product to the target market effectively. In addition, it saves the cost. It does not need Celebrity endorsements and TV ads, which is expensive. While there are also some disadvantages. One of the disadvantages is current market saturation. Too many companies select to use advertising medium. The Darlie toothpastes promotional products may be ignored by consumers. Besides, TV ads appear more frequent than print adverting.The print ads can not impress the consumers repeat by repeat in a short time. Moreover, it lacks of the effect of celebrity, which make low brand loyalty.6.0 CONCLUSIONSAfter analyzing the current market of the Darlie toothpaste, it can be concluded that6.1 The current marketing situation of Darlie toothpaste, the including the background about the company, market share, the introduction about the product , competitive analysis, the Darlie toothpastes target market and Darlies positioning strategy.6. 2 Three promotional elements of the IMC mix have been used in the report.Advertising, sales promotion and interactive/ internet marketing, the IMC program such as the low-involvement hierarchy and the Darlie toothpastes IMC objectives have been discussed in the report.6.3 Developing the Darlie toothpastes IMC plan. New promotional tool and major selling idea has been made.6.4 Implementation and evaluation of the creative strategy7.0 RECOMMENDATIONIt is recommended that7. 1 As a low-involve ment product, the company should pay more attention to the brand when advertising on mass media.7. 2 Personal selling is as a new promotional tool for Darlie toothpaste.The company should strength the communication amidst consumers and sellers.7. 3 Free samples and bundling can be used. And the company can promote the toothbrushes in the supermarkets by setting an experience place for attract more consumers. The company should develop specific taste and efficacy of toothpaste, according to the customers dental health and taste preferences. Besides, good after-sales service for audiences is necessary.7. 4 The new creative strategy for print advertising can be used. It can build the Darlie toothpastes image of fresh breath.