Course Title Principles of Marketing (MKT 101) Prepared by Mithila Islam Tisha Id# 2010-2-10-270 TanzilaHossain Id# 2010-2-10-267 SupriaDebnath Id# 2010-2-10-122 Masuda Mustari Sun Id# 2010-2-10-272 Kazi Lubaba Islam id# 2010-2-10-201 Prepared for Kashfia Ahmed Senior lecturer Department of Business Administration Date of submission 21thApril 21st April 2011 Kashifia Ahmed Senior Lecturer, Department of Business Administration, EastWest University, 43 Mohakhali C/A, Dhaka -1212, Bangladesh. Subject: Submission of term paper Dear Madam,With due respect it is our pleasure to present the term paper entitled “Integrate marketing communication” Procter & gamble of. While preparing the report we have tried our level best to focus closely on the topic and tried to collect most complete and up-dated information available. We believe that it will provide a clear scenario about Procter & gamble.
To prepare this term paper, we have given best effort to accumulate needed information. We hope you understand our term paper and we genuinely regret for any inconvenience to be found in this term paper and we shall always be available for any explanation required.Yours sincerely, Supria dabnath nitu On behalf of rest of the group member Department of Business Administration East West University Acknowledgement First of all, we would like to thank Almighty, and then we want to give special thanks to our respective faculty Kashia Ahmad for giving us the opportunity to prepare the report on such a company’s Integrate marketing communication. As our performance, we have chosen Procter & gamble which is one of the biggest consumer product producers which has a big market share and we prepare this report based on data, information and the format that is given by our teacher.
During the report preparation, we have learned how to prepare a report, how to work within a group. We have acquired unique knowledge thought practical experience and it will help us in future to prepare other term paper. In the end we have done our best. Yours truly, Name| Signature| Supria Debnath| | Tanzila hossain| | Mithila islam tisha| | Masuda Mustari| | Kazi Lubaba Islam| | Advertisement in Newspaper Figure: Newspaper advertisement of P&G (brand- Head & shoulder) * The Communication Process of P&G through Newspaper Newspaper Save 5? when you buy 1(any size) P&G (brand: Head & ShoulderPeople get known about the discount All women’s and men’s.
Word Only for some specific product and users Feedback Positive * Sander: P&G (brand- Head & shoulder) * Encoding: Words * Message: Save 5? when you buy 1(any size) * Media: Newspaper * Decoding: People get known about the discount by newspaper coupon. * Receiver: All women’s and men’s. * Response: Positive * Noise: Only for some specific product and users. * Effective marketing communication of P&G through newspaper * Identifying the target audience: In this advertisement Procter & gamble focuses on educated men’s and women’s.
Like Students, service holders. Designing the massage: Head & shoulder offers discount by coupon to promote their sales. * Message content: This advertisement shows the rational appeal to the target market by offering some benefits through discount. * Message structure: The message draws a certain conclusion rather leaving it to the audience. The strongest argument is on the first and it presents one sided argument. * Message format: as it is a newspaper advertisement the message formats are color, headlines, copy, illustration etc.
* Choosing media: In this advertisement Procter & gamble uses non personal communication channels through newspaper. The advertising objective of P&G in newspaper. * Informative advertising: Through this advertisement Procter & gamble informs the target market about 5% discounts of Head & shoulder that they have given for men’s and women’s. * Persuasive advertising: In this advertisement Procter & gamble persuading customers to buy Head & shoulder now offering a discount by coupon.
* Message Execution of P&G advertisement in newspaper * Technical expertise: Through this advertisement Procter & gamble shows that buy Head & shoulder give 5%off for men& women’s and coupon to increase the sell of shampoo. Lifestyle: Through this advertisement Procter & gamble focuses on men’s and women’s standard hair. * Sales Promotion of P&G advertisement in newspaper * Procter & gamble offer 5% off in lowest market price in Head & shoulder. * Sales Promotion Pools of P&G advertisement in newspaper * Consumer Promotion Tool: Offering coupon to get 5% off in Head & shoulder is a pull strategy. Here P&G informs the consumer about the discount and seek the interest off the consumers to the product.
Advertisement in Billboard Figure: Billboard advertisement of P&G (brand: Gillett) * The Communication Process through BillboardPeople get known about Gillette Products and quality by their tag line Billboard The power to stand up to any shave Word, symbol, personality P&G (brand: Gillette) Everyone including Gillette Users Limited information Feedback Positive * Sender: P&G (brand- Gillette) * Encoding: Words, Symbol, personality * Message: The power to stand up to any shave * Media: Billboard * Decoding: People get known about Gillette products and quality by their tag line * Receiver: Everyone including Gillette users * Response: Positive * Noise: Limited information * Effective marketing communication of P&G through billboard Identifying the target audience: In this advertisement Procter & gamble focuses on all the people though who are users of Gillette. * Designing the massage: In this message Procter & gamble describes their product qualities by a winning look of Roger Federer . * Message content: This advertisement shows the rational appeal to the target market. * Message structure: The message is leaving the conclusion for the audience.
The strongest argument is on the first and it presents one sided argument. * Message format: as it is a billboard advertisement the formats are eye pleasing pictures, headlines, distinctive formats etc. Choosing media: In this advertisement Procter & gamble uses non personal and buzz communication channels by display media Billboard. * The advertising objective of P&G in billboard * Informative advertising: Through this advertisement Procter & gamble informs the target market to have the power to stand in any situation with any kind of shave one’s want.
* Persuasive advertising: In this advertisement Procter & gamble changing customers’ perception of product attributes through building a brand image, changing customers perception of the product. * Message Execution of P&G advertisement in billboard Testimonial evidence: In this advertisement the world no-1 tennis player Roger federer telling the others about his experience. * Selecting Advertising Media * Advantages: Flexibility; low cost; low message competition. * Limitation: Creative limitation Advertisement in Television Figure: TV advertisement of P&G (brand: Tide) Positive * The Communication Process through Television Everyone, including the users of Pantene You can shine Television Word, Symbol, Illustrations Tag line of Pantene P&G too long, language is a problem and hard to catch the concept because the tag line is in the end.
Feedback Positive * Sender: P&G (Brand: Pantene) * Encoding: Sound, picture, graphic, music. * Message: you can shine * Media: Television. * Decoding: Tag line of Pantene * Receiver: woman * Response: Positive * Noise: The advertisement is too long, language is a problem and hard to catch the concept because the tag line is in the end. * Effective marketing communication of P&G through Television * Identifying the target audience: In this advertisement Pantene focus on those people who wants their long and shiny hair as well as shine their individual life. Designing the massage: By using Pantene consumer can shine against all odds.
That’s why the message is “you can shine”. * Message content: Thai Pantene television commercial. Its simply brilliant. The story of a deaf and mute girl who learns to play the violin against all odds. This advertisement creates an emotional appeal to the audience * Message structure: The message is leaving the conclusion for the audience.
The strongest argument is on the last and it presents two sided argument. * Message format: as it is a TV advertisement the formats are dress, posture, expressions, hairstyle etc. Choosing media: In this advertisement Pantene uses non personal communication channels through Television. * The advertising objective of P&G in Television * Informative advertising: Through this advertisement P&G suggest new use of a product and they also Building a brand and company image that is Pantene.
* Persuasive advertising: In this advertisement P&G persuading customers to build brand preference and creating product value and changing consumers perception. * Message Execution of P&G advertisement in Television * Lifestyle: Through this advertisement P&G shows those who want to shine in life. Mood or Image: This advertisement builds a mood or Image around the product by showing how a woman can shine against all odds. * Musical: Advertisement is full of beautiful music. Advertisement in Transport Figure: Transport advertisement of P&G (brand: Pantene) Positive * The Communication Process of Pantene through Transport The secret of long hair Transport General Women P&G(brad: Pantene Word, Symbol Long hair Knowing about Pantene pro Limited information Limited information to customers on to customers Feedback Positive * Sender: P&G (brand: Pantene) * Encoding: Words, Symbol Message: The secret of long hair * Media: Transport * Decoding: Knowing about Pantene pro * Receiver: General women * Response: Positive * Noise: Limited information to customers * Effective marketing communication of P&G through transport * Identifying the target audience: In this advertisement Pantene focuses on general women. * Designing the massage: To take attention of regular and general or new customers of Pantene to inform them about Pantene pro by showing a long hair.
* Message content: This advertisement shows the rational appeal to the target market by showing a long hair. Message structure: The message is leaving the conclusion for the audience. The strongest argument is on the first and it presents one sided argument * Message format: as it is a transport advertisement the formats are eye pleasing pictures, headlines, distinctive formats etc. * Choosing media: In this advertisement Pantene uses non personal communication channels through transport.
* The advertising objective of P&G by transport * Informative advertising: Through this advertisement Pantene informs the target market about their product of Pantene pro. Persuasive advertising: In this advertisement Procter & gamble changing customers’ perception of product attributes through building a brand image. * Message Execution of P&G advertisement by transport * Lifestyle: Through this advertisement P&G focuses on General women long hair. * Image: To attract people by an image of a long hair.
Advertisement in Shopping mall Figure: Shopping mall advertisement of P&G (brand: Olay) * The Communication Process through Shopping mall Save up to 7? And Olay regenerist Shopping Mall People get known about the discount n different products Women P&G(Olay) Word, Symbol, Different product different discount Feedback Positive * Sender: P&G (brand: Olay) * Encoding: Words, Symbol. * Message: Save up to 7And Olay regeneris * Media: Shopping mall * Decoding: People get known about the discount in different products * Receiver: women * Response: Positive Different * Noise: Different product different discount * Effective marketing communication of Olay through Shopping mall * Identifying the target audience: In this advertisement Olay focuses on Women who love their skin and beauty. Designing the massage: To take attention of regular and general or new customers of Olay to inform them about their discount and product. * Message content: This advertisement shows the rational apple to the target market by showing some symbol and words and knowing the customer about the discount of the product.
* Message structure: The message draws a certain conclusion rather leaving it to the audience. The strongest argument is on the first and it presents one sided argument. * Message format: as it is an unconvential advertisement like shopping mall advertisement the message formats are visual, eye catching picture etc. Choosing media: In this advertisement of Olay uses non personal communication channels through shopping mall.
* The advertising objective of Olay by Shopping mall * Informative advertising: Through this advertisement Olay informs the target market about their cosmetic product, building a brand and company image and informing the market of a price change. * Persuasive advertising: Through this advertising Olay build their brand preference, persuading customer’s perception and convincing customer to purchase their product by sales promotions. * Message Execution of Olay advertisement by Shopping mall Technical expertise: Through this advertisement Procter & gamble shows that buy Olay and save up to 7? in any product and thus it increases the sell of Olay. * Lifestyle: Through this advertisement Olay focuses on beauty loving lifestyle. * Sales Promotion of P&G advertisement in shopping mall * Procter & gamble offer to save up to 7? in any product. * Sales Promotion Pools of P&G advertisement in newspaper * Consumer Promotion Tool: Offering discount to save up to 7? off in Olay is a pull strategy.
Here P&G informs the consumer about the discount and seek the interest off the consumers to the product.
