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  • Case: Pampers - Advertising Marketing 161

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    P&G's target audiences for Pampers Rash Guard diapers are new parents with young babies. The communication objectives are to raise awareness of Rash Guard's rash-preventing benefits and position the brand as the best solution for baby's sensitive skin. The promotion mix should use advertising, public relations, and digital marketing to consistently convey this message across channels. An integrated marketing communications strategy is needed to coordinate these efforts and drive customers to purchase Rash Guard diapers.

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    Case6

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    E161CasePampers.pdf

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    © Attribution Non-Commercial (BY-NC)

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    P&G's target audiences for Pampers Rash Guard diapers are new parents with young babies. The communication objectives are to raise awareness of Rash Guard's rash-preventing benefits and position the brand as the best solution for baby's sensitive skin. The promotion mix should use advertising, public relations, and digital marketing to consistently convey this message across channels. An integrated marketing communications strategy is needed to coordinate these efforts and drive customers to purchase Rash Guard diapers.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Scarica in formato PDF, TXT o leggi online su Scribd
    Segnala contenuti inappropriati
    44 visualizzazioni1 pagina

    Case: Pampers - Advertising Marketing 161

    Caricato da

    faisal_csedu
    P&G's target audiences for Pampers Rash Guard diapers are new parents with young babies. The communication objectives are to raise awareness of Rash Guard's rash-preventing benefits and position the brand as the best solution for baby's sensitive skin. The promotion mix should use advertising, public relations, and digital marketing to consistently convey this message across channels. An integrated marketing communications strategy is needed to coordinate these efforts and drive customers to purchase Rash Guard diapers.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Scarica in formato PDF, TXT o leggi online su Scribd
    Segnala contenuti inappropriati
    di 1

    Case: Pampers Advertising Marketing 161

    Source This basic information for this case is found Principles of Marketing, 9th edition by Kotler and Armstrong on pages 575 to 577 (end of Chapter 15). Assignment You are the marketing manager for Rash Guard diapers. Present the marketing (heavy emphasis on advertising) plan. The plan should address the following issues: 1. Who are P&Gs target audiences for its Pampers Rash Guard diapers? What should its communications objectives be? 2. What elements of the promotion mix should P&G use in designing its marketing mix strategy? What issues should it consider in designing its promotional messages? 3. How can P&G integrate its marketing communications for Rash Guard? 4. What promotional recommendations would you make to P&G? Design an overall promotion strategy for Rash Guard.

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