Products Bee \& Gee is a mult-product, mult brand, pockaged goods company with a significant presence in the personal care and grooming category Within eoch product category. it has numerous brands that sometimes compete with each other in the same geographical markets in the shampoo cotegory, Bee \& Gee has fout different brands, each fargeted toward o different consumer segment, but avoilable in the same geographic riatkets. Bee \& Gee uses muitiple full-service ad agencies (olso called integrated matketing cormmunications of i MC ogeneies) for its various brands. Each year, the brond managers of each indidual brand at Bee & Gee review the maketing communicotions elements used for the brand during the current year and start the pdanning process for next year's proenotion Thothgh advertising has been the dominant form of marketing communication, a vatiefy of other elements such at direct response, sales promotions, pablic relatons, interactwe marketing and event sponsorships have become an increasingly important pait of a firm's promotional portfolio. Most matketers began moving foward the process of integrated marketing coemmunications (iMC) Which involves coordinating the various promotionat elements and other marketing activities that cominonicate with a firm's customers. As merketers embroced the concept of integrated matketing communications they began asking their ad agencies to coordinate the use of a variety of promotional tools rather than relying primatily on mass media advertiveng Many opencies responded by ocquiring PR, sales promotion, and ditect-marketing companies and touting themselves as IMC egencies that offer one-stop shopping for their cliefite promotional needs Arad the summary below of the four brands in the shanpoo cafegovy ar Bee Gee. The review of the marketiriq communication efements used for each brand during the currentyear, and the inciar planning for next year. The forar brands in Bee & Gee's shampoo category are Fansheen. Hair & Neck. Herb Essentials and Brilette. Each of these shampoo brands targets different consumer segments, and they have varied brand histories. The brand manaqees of these four brands are roviowing the cirrent years mix af marketing communication elementi for eoch of these four brands Fansheen is the oldest of the foul brands in Bee & Gee's shampoo category. it is an establishod, mature brarid. targeted primarily toward women, oged 30.60, whose primary concern is nourishment and healtry hait, MC elements used during the curreot year included ods on television and in magazines Hoir \& Neck is an ant-dandruff shampoo updated at leost once a year with breakthtoughs in technology Past ads for Hait \& Neck used demonstrations and hiahilahted technicalimedical sperioritv of the product. colorier giaphics to grab the atfention of its tarpet abdience brand is to increose consimes' knowledge about thin brand with detaded information about bow it tailore its ingredients poemens hair Winger choice Hart a sampine prometion bud bu9 for the brand anoeg in target auchence