IMC PROJECT - 1st Part

PUMP’n
Click to edit Master subtitle style

A product of

4/18/10
 EXECUTIVE SUMMARY
This Project integrates all the concepts,
theories, and applications of this course and The presentation comprises

P all other relevant marketing information we

possess to develop a successful IMC plan
for launching a new brand in the market
of brand positioning, its
Promotion Opportunity
Analysis, the Brand
U Strategy and Distribution
strategy for Colgate

M
Pump’n, thus completes all
We proudly launch Colgate pre-requisites for the
Pump’n by Colgate Palmolive as an development of an

P
exclusively unique and innovative product effective and efficient IMC
that combines Colgate’s toothbrush and plan
toothpaste together. Designed specially for

’n its target market i.e. Children, Colgate

Pump’n’s philosophy is to make brushing
an enjoyable experience; even for children
who hate brushing their teeth twice a day.

4/18/10
 INTRODUCTION TO
PUMP’N …by Colgate-Palmolive
Parents are always concerned because of the frequent toothaches and cavity problems of their
children who can not resist on chocolates, sweets, soft drinks, etc. For developing a regular
brushing habit, mothers have to keep pushing their children to brush twice a day because children
dread brushing and are always finding ways to avoid it.

With the philosophy that Colgate Cares, to solve this problem and make children eager
to take care of their teeth their selves, we proudly introduce Pump/n by Colgate
Palmolive which is a combination of Colgate’s toothbrush and toothpaste. With just a
push, Pump’n pumps out the exact amount of Colgate toothpaste as prescribed by
dentists worldwide for perfect oral & dental care and cleanliness.

With its attractive and colourful product design and cool mechanism, Pump’n is a
product that will make children love and enjoy brushing while guaranteeing best dental
and oral health.
Colgate Pump’n is designed not only for children, but also for all those adults who seek
convinience in their day to day activities and also for those who travel frequently and
are always on the go.

Hence Pump’n is a new way for Colgate to show its valued customers that
4/18/10 Colgate Cares
 INTRODUCTION TO
COLGATE
Colgate Palmolive (Pakistan) Limited is part of the
Lakson Group of Companies which deal in consumer
package goods, such as dental, personal, surface and
fabric care products. Colgate Palmolive (CP) is a
franchise of Colgate Palmolive Co. Incorporated
(USA). Colgate-Palmolive (Pakistan) Limited core
business is in the manufacturing and marketing of
soaps, detergents, toothpaste and personal hygiene
products.
4/18/10
Major Strength
Major successes at Colgate-Palmolive are attributed to the
identification and satisfaction of consumer needs in various
income groups. The company aims to serve different consumer
segments with equal importance by maintaining consistent
levels of quality and price. It does so by adopting a customer-
oriented approach that requires tremendous effort in identifying
consumer needs and coming up with effective and profitable
solutions.
The company continues to invest in serving the lower end of the
rural market. Low cost but quality products and methods of
distribution are being designed to reach such consumers. In this
way, the company is not only providing consumers with value-
added products but is also reaching out to those residing in the
remote areas of Pakistan.
 POSITIONING ELEMENTS
Competitive environment
Benifit

F
The product forms competing in the market
including Toothpaste (both foreign and local), P
Toothpowder, Gel and other Traditional forms
U
FUNCTIONAL:
A fun and convenient way that waves like charcoal, manjan and salt mixtures.
away teeth problems giving you

M
healthy teeth and strong gums. Helps
whiten your teeth, reduces plaque,
control tarter build up, fights bad Target Market
P
breath and is the best solution for
germ-protection. Leaves you “problem
free”.

’n
EMOTIONAL:
Gives children Click to edit
a “squeaky Master subtitleColgate
clean” style Pumpin’s target market constitutes of
all children specially the ones who hate
sensation and is the best enjoyable
brushing and have to be pushed by their
experience that will make them love
mothers to brush their teeth.
brushing their teeth.
Secondly, it offers convenience to those who
Target Market seek it. Insight
Mothers are always complaining that their
children are finding ways to avoid brushing
12-hour Cavity Protection along with the twice a day. Children engage in activities that
freshness of breath and clean sensation through they enjoy, Therefore why not make brushing
natural ingredients; Leaves you healthy, teeth a fun-experience; convenient both for
energetic and confident. mothers and children themselves.
4/18/10
 Reason to believe
Provides cavity protection through
“natural ingredients”
(salt, fluoride, calcium, chamomile,
saga and etc.)
Pump’n pumps the prescribed amount
of toothpaste according to dentist
worldwide, for best oral care
Dentist no. 1 recommended on the
bases of Dentist Tracking study, TNA
Certified by IDA (International Dental
Association)
lovable
Improvement” are put into action in their
work as well as in their communities. The
Optimist
4/18/10 caring
Root strength
Colgate Pump’ns root strength “White” paste,
with natural ingredients providing pearl shine,
whiteness and 12-hour cavity protection. Provides
confidence and freshness while maintaining
consistent levels of quality and price. Distribution
P
strategy also consists of “low price but quality
product” U
Discriminator
M
Its mechanism that brings together the benefits
of both Colgate's tooth paste and tooth brush
P
and makes the brushing experience enjoyable
for children and convenient for mothers and
others.
‘n
Personality
Colgate’s three core values of “Caring, Enjoyable
Global Teamwork and Continuous
Trustworthy
results are better products and a better
quality of life throughout the Colgate
world.
Confident
 PROMOTIONS OPPORTUNITY
ANALYSIS
1- Communication Analysis

PRIMARY COMPETITION

P Since Colgate essentially focuses on

dental/oral care and is a brand well-
known for its toothpaste, its primary
a. Competitive
analysis
U
.
competitors in the Pakistani market
include:
SECONDARY COMPETITION
Close up (Unilever)

M
Products which serve a similar
Aquafresh (GSK)
purpose as Colgate Pump’n but are not
Macleans
direct substitutes of the brand:
Pepsodent
Ala Chemicals Dentonic powder
P Medicam Dental Cream
Sensodyne
Dentonic toothpaste
Miswaak
Manjan
Shield toothbrush
’n Oral-B toothbrush
Mouthwash

4/18/10
 PO
Communication strategies of Competitors A
Medicam Dental Cream Close up
• Colgate’s major competitor - competes
• focuses its marketing mainly at the sub
urban and rural markets head to head with Colgate with its
• Communicates message through
hearty advertising and marketing
• Relies a lot on ATL activities and
television (showing a dentist) gaining
the confidence of the target market- gives constant reminders on TV and
strongly backed by OOH Print media.

P
•With their strong message of
• trade marketing in the rural centers-

banners & hangers for retailers “Freshness” and “Closeness”, it has

• main selling point: product’s price-
developed a strong presence amongst
the youth in the market.

U
relatively low than its competitors. •Focuses on BTL activities such as
•Rural market is price sensitive – they

prefer it is gradually shifting from the promotions and PR to boost brand

traditional means of cleaning teeth presence amongst the target audience.
(Miswaak and Majan) to Medicam
M
Macleans P Others

Did you Macleans your teeth today

•highly recognized brand

•strong market presence

’n Aquafresh, Pepsodent, Sensodyne, Dentonic
Toothpaste
•Rarely advertise their products via ATL

•positioning and marketing strategy is vague activities.

& the message is not reinforced •focus on POS promotions and trade

•it does not enjoy a healthy market share promotions

compared to Colgate or Close up •Due to low marketing investments, they do

•Macleans focuses on ATL activities like not pose a serious threat to Colgate and
Television and Print, main focus is on PR Colgate Pump’n particularly.
activities via Dentists.

4/18/10
 A
O b. Opportunity Analysis
P
Increase in convenience Seeking Behavior of Customers
P
No innovative brushing product exists in the market U
M
P
Customers looking for time saving products

Mothers sick of pushing their children to brush their children

’n
Working women constantly strive to keep a balance between their
families and professions; to show their families that “they care”

With its various ATL & BTL activities, Colgate has developed a strong brand equity &
corporate profile that has gained trust within its customers showing that it actually “cares”

4/18/10
 P
OA
c. Target market Analysis

CAVITY PREVENTION
ket
ar
et M FUN LOVING EXPERIENCE FOR
s T argB
p ’n’ ased on CHILDREN
Pum

 
Positioning Elements CONVENIENCE FOR MOTHERS AND

P OTHERS
Children/Influencers
(Major TM) – Colgate

U Co l g at e Pump’n will focus mainly on

children as the gadget is
for carefully designed to make

M g e t M
e
um
t
ark p’n
the brushing experience an
enjoyable one. Since children
a r P do not consider brushing teeth

P T
Others/Those who seek
fun, Colgate Pump’n has seen
an opportunity to promote its
unique design amongst

’n convenience (Minor TM) children to have fun while

brushing teeth.

Mothers/Decision Makers (Major TM) –When it comes to children

mothers are the decision makers of the family therefore Colgate Pump’n
considers mothers to be an essential part of the Target market. The new
Colgate Pump’n provides convenience to mothers who have trouble
4/18/10 making their children brush their teeth.
 P
d. Customer Insight OA

25 Customer Interviews
P
U Key relevant interview findings

Mothers

Housewives
Children &
teens
Adult males
M • Children hate brushing especially at night and
skip it whenever they get a chance
Working Women
P • Mothers are tired of running after their
children to brush their teeth
Questions asked regarding ’n Parents are worried about the frequent
•

toothaches and cavity issues their children

have

Frequency of brushing teeth a day • Parents try to motivate their children to

brush by bringing attractive cartoon
Description of their brushing experience charactered toothbrushes

Mothers think their children will enjoy

•

Opinion about Pump’n’s product idea brushing if a product like Pump’n is

introduced in the market
Suggestions for ways to improve brushing
• People who travel a lot or lead busy routines
would also like to use Pump’n for
How other family members consider brushing
4/18/10 convenience
 2- Market Segmentation Strategy DEMOGRAPHIC
PO
Age 4+ A
Gender

P Family Size
Not a gender differentiated product
3-4, 5+ (since pump’n is a tool for
convenience, it would perfectly fit a bigger

U PSYCHOGRAPHICS
Family lifecycle
family )

M
Married with children
25,000 +
Social Class Middle class, (Pump’n is somehow a high value product
Upper Middles,

P
demanding a higher amount of invenstment
high class than the usual meagre investment made on
Income
Personality All types colgate’s other products. The premium
charges are based on the ‘convenience,

‘n
GEOGRAPHIC
BEHAVIORAL
ease and care’ this product offers to its
consumers.
Working women, working men, house
Countries Pakistan. wives, Students , retired person
All occasions/
Occasions (Although pump’n does not cater a specific
daily usage
Occupation occupational group, but it would be a
Province Sindh, Punjab Economy, match for any person who seeks
Convenience , Fun convenience; varying from a kid to a
way to brush, retired person.
Karachi, Lahore, Benefits
Cities refreshing breath, Minimal education enough to implement a
Islambad Education
clean teeth, white sensible decision making power
teeth
Religion
Un Aware (since it
Density Urban, Suburban -None-
is going to be a
Readiness
4/18/10 newly launched Race
Climate All brand.) -None-
 a cool me
BRAND STRATEGY
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mothers n extens .
-

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Product
Promot
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Place
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Pr ka gi n
Price Pac
4/18/10
 DISTRIBUTION
STRATEGY
P Distribution Flows
U
Commission:5% Margin: 10%

CP’s Sales Distributors Retailers Final

Department Consumer

M Kotri Warehouses s

Wholesalers

P Personal Sales
Force
Margin: 10%

‘n Institutions

Account Maintenance (of all

• Colgate has a Network of 320 Distributors all over
•

Accounts - Super Key, Key and Pakistan, receiving a commission of 5%. Within
Small Accounts) Karachi and Lahore, Express Distributors, an
independent company owned by Lakson Group, is
• Account Development (of Small responsible for the distribution.
Accounts)
4/18/10
 Essence PART 2
1. The Big Idea
12-hour Cavity Protection along with the 2. The Creative Brief
freshness of breath and clean sensation through
natural ingredients; Leaves you healthy, 3. The Campaign
energetic and confident. Idea

BIG 4. Executions

IDEA “Creating Relationships”

Pump’n presents you the best solution for a healthy convenient living. Through its
remarkable mechanism, we have revolutionized the brushing experience; now your
brush is your cool companion in every manner, while you’re at home, office or
P Click to edit Master subtitle style travelling.

U Pump’n will establish a compatible relationship with you and be your caring,
responsible and trustworthy partner. Its going to take the best possible care of your
teeth and supplement your life with radiant and confident smiles - now and always.
M Pump’n helps you create a relationship with your teeth. With pump’n cleaning teeth

P
wont be a duty only, it’ll be something you will love to do for yourself and for your
teeth.

’n
4/18/10
 CREATIVE BRIEF
PART 2

Creative Brief 1. The Big Idea

2. The Creative Brief
3. The Campaign
Objectives of Communication
Idea
4. Executions

1. Create awareness of:

a. The brand Pump’n – A new addition to Colgate’s family
b. The product mechanism: It combines a toothbrush and a
toothpaste together. With just a push, dentist’s prescribed
P
amount of tooth paste is pumped out on the toothbrush.
U
2. Create an emotional bond with the target
audience
M
a. Let mothers know pump’n will end all their worries and efforts
to push their children to brush their teeth
P
b. Let children know that pump’n is their friend who has made
brushing a cool fun activity that they enjoy ’n
4/18/10 3. Position the brand as a cool, fun-loving,
Consumer Persona

Users:
Colgate Pumpin’s target market Brand
constitutes of all children specially Persona
-
Fun loving Must have
the ones who hate brushing and Caring Channels
-

have to be pushed by their mothers -

Hygienic
to brush their teeth. Secondly, it
-
Protective
-
Optimistic
-
TV
offers convenience to those who -
Best buddy
-
Print
seek it. -
Confident
-
Radio
Influencers: -
Trustworthy
-
Billboards
-
Enjoyable
-
POS
Mothers are the influencers and the -
PR
decision makers for the usage of -
Event
Pump’n. These mothers care about
the health and hygiene of their
family and seek escape from the
dailyTimelines
effort to push their children to IMC Budget
-
Promotions begin: May 25th -
1st year investment
brushJune
Launch: their
1stteeth. 47,000,000.00
-

4/18/10
 CAMPAIGN IDEA
PART 2
1. The Big Idea
2. The Creative Brief
3. The Campaign
“Pump’n - mera best buddy” Idea
4. Executions

Contest between all best buddies..

This idea will be incorporated in all promotional activities for the launch of Colgate Pump’n. Children
will be encouraged to take part in the Best Buddy Contest conducted by Colgate pump’n. This
campaign will focus on the friendship bond shared between children which will have the same persona
as pump’n has of being a cool caring friend. This campaign is designed with the core essence of
creating a friendship bond between children and brushing so that children enjoy brushing their teeth
and will not be running away from it anymore. Different ATL and BTL executions will be designed to
incorporate this campaign idea which will involve customers at different touch points and channels.
Different competitions will be conducted in which children will share stories of their best friends and
participate in activities with their best buddies, where the winners will be given the “Pump’n best
buddy badge”.

4/18/10
 'pumpn - mera best buddy’
Philosophy Behind Campaign Idea
Depicts the Personality of the brand – cool , caring, friendly, lovable

Focuses on the friendship bond between children implanting the idea that Colgate Pump’n is just like their
•

best buddy
With its friendly personality, Pump’n differentiates itself with regular toothbrushes and pastes that
•

children hate and dread to use.

Proves the fact that pump’n, with its exclusive and unique mechanism, develops a friendly relationship
•

between children and brushing

Gives brushing a different dimension- not only functional anymore but also creates an emotional bond
•

with your teeth

Portrays that children are not only eager to brush their teeth but they also enjoy the process with pump’n
•

Gives way to many execution ideas involving children and their involvment in brushing teeth
•

Encourages the influencers and decision makers i.e. mothers to buy pump’n as it specifically designed to
•

meet the needs of their children.

4/18/10
The checklist?
Will it get attention?
This cute and catchy campaign idea will not only get the
Does it communicate the core message
attention of children, they’ll love being a part of it in a convincing manner?

Is it impactful and involving? Yes, the core message of Colgate Pump’n of

making brushing enjoyable for children is clearly
depicted in this campaign idea with a clear
Yes, it will create an impact with its emotional appeal and
exposure of Pump'n’s friendly and enjoyable
everybody will adore it and will bring it for their children
personality.

Is it branded to the core?

Colgate Pump’n has all the values and attributes of Colgate
and Pump’n carries these values with it in this campaign
idea. Colgate’s three core values of “Caring, Global
Teamwork and Continuous Improvement” are put into
action in their work as well as in their communities. The
results are better products and a better quality of life
throughout the Colgate world.
Are all appropriate ‘touch-points’ covered
and objectives effectively met
The executions designed under this campaign will
cover all necessary touch points needed to
effectively achieve the objectives of this
communication campaign.

4/18/10
PART 2
1. The Big Idea EXECUTIONS
2. The Creative Brief
3. The Campaign
Idea
4. Executions
TV ADS
Objective
To create awareness of the
KEY
unique product that combines
FIGURES tooth brush and tooth paste
To encourage children to
Appeals
used participate in the “best buddy
Mothers
house wives(major contest”
influencer) Develop the persona pum’pn:
Informative Appeal
Children (friends)
Emotional Appeal friendly and kool
Husband To present pump’n as the best
Humor Appeal
Elder parents solution to the everyday
4/18/10
burdensome routine of
PART 2
1. The Big Idea
2. The Creative Brief Radio
3. The Campaign
Idea
4. Executions
Objective
Used as a teaser for housewives and mothers
•

who spend most of their afternoon time working

KEY and listening to radio.

FIGURES: Other objectives remain consistent with those of

•

TVC

Mothers house
wives(major
influencer)
Children and their
friends Channel:
Usage
4/18/10 of pump’n
 Key figures
Event
Dentists
Facilitators
Theme: Entry will be through one
pump’n wrapper per person.
Children
Creating a “candy island” for
Mothers
Fathers children. Where children will
Stall owners
(strategic alliance with BP and be presented with different
Walls and nestle’)
activities. stalls will be there
Puppets in form on pump’n and
Objective
characters related to pump’n
where kids can eat Toand drink.
endorse
•
the Campaign idea to create a
Activites:
All items with be bond withto
related the target consumers i.e. Children
Children will participate with their best friends To create a platform for kids where they can
•

the culinary family of sweets.

Different contests, quizes and game shows to select eat and drink sweet items.
the “best buddies”Children will participatein
To create a platform to educate people about
•

children can eat and drink

pairs with their best buddies
pump’n
Chocolate eating competitions To induce brushing behavior by virtue of
•
and the winners will get
games and acitivites with a box of candies and dentists
“pump’n
4/18/10 pump’n as their prize best buddy badge”
To instigate the brand image through
•
 POS PART 2
1. The Big Idea

OBJECTIVE: 2. The Creative Brief

To induce point 3. The Campaign

of sale purchase Idea
MATERIAL
4. Executions
•
A big kiosk, in the shape of a pump’n
along with its cartoon character where the
product will be displayed. It will be
captioned as: “Pump’n-Mera Best
Buddy”
It will be distributed in three parts.
1.First part will be used to display pump’n
kids for girls
1.Second part will be used to display
pump’n kids for boys CONTENTS:
1.Third will be reserved for elders
Buntings for the shelves where Colgate
Animated
•

products will be displayed •

•
Roof hangings
•
Trade incentive will be given

pump’n
character
•
Colors:
4/18/10 Pink, Blue,
 Print ads/ Hoardings

CONTENTS:
OBJECTIVE: The outlook of the hoardings will be fun
and colorful

To educate the Colors: Pink, Blue, Red and White

•

Taglines: “Pump’n- Mera Best Buddy”

•

“ just pUmP it”

target market “fun + brushing = pump’n
“brush + paste = Pump’n”

about Pump’ns “Brushing revolutionized”

mechanism and
•
KEY FIGURES:
Animated pump’n character
•
Children and their Friends

present it as the
•

•
Mothers
Dentists
4/18/10
2nd phase: Pulling
PART 3
1. IMC PLAN

IMC Plan- Phasing 2. Budgeting

3. Evaluation

1. 1st PHASE: stopping

2nd phase: Pulling

2.

3. 3rd phase: interacting

4. Final phase: involving

4/18/10
 1st PHASE: Stopping
MCO: to create brand awareness among the consumers of this new mechanism introduced by Colgate
as the Pump’ Ins that will revolutionise brushing and make brushing fun for children and conevenient for
mothers

1st phase part 1: 1st phase part 2:

Month may 2010
 
Duration: 2 weeks 1st may -14th may
Play teasers on bill boards, TV and
print media for two weeks to create
anticipation among the consumers
what new Colgate is going to bring
and change the whole brushing
experience.
Duration: 3rd week 15th may-21st may 2010
Run informative advertisements on radio at the time of
product launch to highlight Colgate Pump’ins features since
it’s a new product therefore its necessary to give the
consumers an understanding of how this new product works
and how it can benefit the consumers over the traditional
methods of cleaning teeth. Using informative appeal through
dentists recommending Pump’n due to its functional benefits
and effectiveness

4/18/10
 1st PHASE: stopping
MCO: to create brand awareness among the consumers of this new mechanism introduced by Colgate
as the Pump’ Ins that will revolutionise brushing and make brushing fun for children and conevenient for
mothers

1st phase part 3:

Duration: 4th week 22nd may- 31st may 2010

Use retail branding to bring the brand to life in the store. The store can play an
important role in inducing the consumer to make a purchase by showcasing the product
innovation.

The promotions will be done using different tools of IMC, including POS displays and
POS displays will include “lipstick board”, a term used to describe a board which has
messages written with crayon on it. These messages will be displayed at the POS
terminal. The products will be displayed at the POS terminal as well in the “Dust-bin
4/18/10
box” which has the product dumped in it
 2nd phase: Pulling
•
MCO:to make consumers experience the brand and portray its friendly persona
•
Duration: 2 months June- July 2010
•
Conduct the “Pump’n - Mera Best Buddy” Contest. Ads will encourage children to
share their stories and pictures with their best friends via post. Best posts selected will
be given the “pump’n Best Buddy Badge” and will be invited for the grand competition
in the event conducted in the later phase.
•
Visit schools and give out free samples and let know the brand by coming into contact
with the brand and informing them about the fun element of this new product so that
they love it and inform their mothers and push them to bringing Pump in home and
make it a part of their family. School visits will also have “best Buddy Contests” and
will endorse the Big idea of Pump’n focusing on relationships and its persona as
children’s buddy. Free dental health check ups in school visits.
•
Running ads on tv less frequently suing emotional appeal to create a bond with the
consumers and making use of both sight and sound and convey emotions through
showing real mothers and children in the ads.
•
Free sampling of Colgate Pump’n at different malls and parks

4/18/10
 3rd phase: interacting
•
MCO: to make consumers come up close with the brand by engaging in
different activities and knowing it better through different exposures

•
Duration: a month august 2010

Continue the Best Buddy campaign in ads with a lesser frequency and starting to run
•

celebrity appeal in 20- 30 sec spots on tv to remind the consumers of the brand and
depicting celebrities popular with the kids so that the can associate with them and grow
fond of our product. Endorse the “friendship” element in all executions consistently.

4/18/10
 Final Phase: Involving
•
2 days. Karachi 2-3rd September, Lahore 7-9th September, Islamabad 13th-
Duration:
15th September
•
MCO: create a bond between the customers and the brand so that it leads to re-sales and
long term customer value.
•
In this phase we bring clarity to our brand and attempt to create a bond with our
consumers through organizing an event that will take place in nishtar shaheed park
Karachi, Race Course Park Lahore and f9 park Islamabad for 2 days to instigate brand
image through this PR activity and to associate fun with pump’n through numerous
activities presented in detail in the executions.
•
The final Best Buddy winners will be selected in the final contests, quizzes and
competitions conducted in these events. Winners will be given gift hampers and
friendship badges and bands. Dentists will also be present to inform mothers the hassle
free brushing with pump’n and the importance of oral health of their children and
family.
•
Media coverage will be a part of this event.
•
Ads will reinforce the message and will compliment all other channel activities.

4/18/10
 PROMOTIONAL
STRATEGY:
Mobile check-ups
SCHOOL TOUR ALL OVER PAKISTAN

4/18/10
IMC BUDGET PART 3
1. IMC PLAN

ALLOCATION 2. Budgeting
3. Evaluation

BUDGETED AMOUNT: 10,000,000

4/18/10
 IMC BUDGET PLAN (6 Month Campaign) PART 3
1. IMC PLAN
Category Budgeted Cost (PKR)
2. Budgeting
3. Evaluation

Communications  Rs. 10,000,000

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text format
ATL  Second Outline
-TV Level
Rs. 6,000,000 (60% of
-RADIO  Third Outline
Budget)
-PRINT Level
-OOH- Billboards  Fourth Outline

Level
Retail Marketing Rs. 500,000 Fifth
Total 47,000,000.00Outline
4/18/10 Level
IMC PLAN
PART 3
1. IMC PLAN

EVALUATION
2. Budgeting
3. Evaluation
Sales Trends; the increase in sales of the product relative to the previous
•

quarter of the year. The increase in sales will be measured after every
implanted strategy as described in the implementation stage.

Measuring Awareness by top of the mind recall, prompted and unprompted

•

recall

Feedback from Customers about the product benefits and faults

•

•
This can be done by creating an online survey on the main Colgate website,
for anyone who wishes to share their experiences. The availability survey will
be informed through print ads.

•
Market Research and Quantifying the results: this will help to measure if our
MCOs and MMOs have been reached. Quantifying will make it easier to
evaluate the effectiveness of the IMC plan. Answering questions like Did we
meet our overall goals? Was the required target audience reached? Was the
4/18/10
communication clear?