Q3 Imagine you are the marketing manager of Colgate, and the company is launching an innovative toothbrush in the Hong Kong market. Discuss your promotion mix strategies specifying the target audience, promotional objectives, and any THREE promotional tools, (40%).

Answer rating: 100% (QA)

To successfully meet the wants and needs of all of our consumers I will choose a brand toothbrush with innovative schemes and appealing packaging strategies Because the standard color red has become associated with Colgate the toothbrush will be red as the brand capitalizes on this easy familiarity with its products To promote the sales of the innovative toothbrush the company must encourage various advertising policies showcasing through digital media such as television and radio as well as print media such as magazines newspapers and numerous billboards and hoardings The Internet has also become a popular marketing tool for both buyers and sellers assisting in revenue generation The company has a dynamic website called Colgate World of Care that assists in providing all productrelated information to those who are interested The information also includes the various offers and discounts that the company is currently providing To maintain a personal oneonone relationship with customers the brand will have a social networking media page on MySpace Twitter and Facebook where customers will be encouraged to share their experiences I will make certain that the toothbrush brush is visible on the social media pages I will advocate for various discounted coupons to be made available in various newspapers and on the official Colgate website to increase sales figures The brand will bring in a slew of celebrities at various points to increase the visibility of its products Marketing strategies are strategies developed by businesses to market their products and services to a specific audience As a marketing manager I will implement the following strategy for a more effective promotional strategy 1 Segmentation Segmentation is the process of dividing a market into different segments to find the right audience for ourselves who can be potential customers and buy our product Segmentation can be of various types such as geographic division incomebased classification demographic categorization and segmentation of behavior The audience will be segmented using different types of segmentation for different products such as agebased segmentation for toothpaste The segmented audience will be divided into two categories which are as follows segmentation of behavior segmentation of the population 2 Targeting Targeting is the process of selecting one segment of the audience from among the various segments formed during segmentation and then promoting our product to that segment The toothbrush brand will target nearly every segment by offering different types of innovative toothbrushes to each segment allowing us to race to a larger audience We will primarily target middle and lowerincome people Due to the implementation of various advertising policies Colgate can promote its products across multiple platforms The goal of the companys promotion is to instill trust in the general public Aligning the toothbrush with Colgates main goals will help to better understand consumer behavior launch the new product through innovation increase effectiveness and efficiency and strengthen leadership by increasing sales volume winning new customers and informing clients about the benefits of the new products The toothbrush marketing strategy will examine the brand through the lens of the marketing mix framework which includes the four Ps Product Price Place Promotion Marketing strategies include product innovation pricing strategy and promotion planning These business strategies based on the toothbrush marketing mix will contribute to the brands success Marketing strategies assist the brandcompany in establishing a competitive market position and achieving its business goals and objectives The following will be the promotional and advertising strategy for the Colgate toothbrush marketing strategy Colgate has used a variety of media for promotion The toothbrush brand will primarily focus on television advertisements that are humorous or qualitativecognitive Its advertisements will emphasize the scientific aspects of the toothbrush which will increase brand trust We will also promote through radio magazines newspapers and billboards When it comes to digital marketing Colgate is quite active It is active on various social media sites such as Facebook and Twitter and it also has an uptodate website that offers discounts on online purchases Ill make certain that the innovative toothbrush brand is included in the products available on social media sites In addition campaigns centered on children will be launched to raise brand awareness Colgates use of red packaging has become a ... View the full answer