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IMC Project

IMC Project

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Published by Rohit Joshi

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Published by: Rohit Joshi on Dec 12, 2011
Copyright:Attribution Non-commercial

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05/13/2014

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G:ou¡ \cu|c:s

lo|cs| Gu¡ta ;¯.0!-00,
:iti: ·|a:c:a ;¯.0!-10,
ko|it ¡os|i ;¯.0!··!,
·ic|a:t| la:ocia ;¯.0!-0·,
lMC Projeot
C0LlN
#eokitt Benokiser
O Reckitt Benckiser is a glo|al co:suuc: goocs cou¡a:,
|cacqua:tc:cc i: t|c u:itcc li:gcou. lt is t|c wo:lc's
la:gcst ¡:ocucc: oi |ousc|olc ¡:ocucts a:c a ua|o: ¡:ocucc:
oi co:suuc: |calt|ca:c a:c ¡c:so:al ¡:ocucts.
O 4in
·oli: is a lcaci:g Glass × lousc|olc clca:c:, w|ic| ua|cs
clca:i:g all |i:cs oi glass su:iaccs a:c a¡¡lia:ccs a |:cczc. lt is
t|c :uu|c: o:c ¡la,c: i: t|c glass clca:c: catcgo:,.
Levels of lnvolvement
klllVA:·l
lig| l:volvcuc:t
;t|i:|icclco,
low l:volvcuc:t
;Doicclt|i:|, icclcot|i:|,
I|i:|icclco,
·oli:Glass
·lca:c:s
l:V·lVl\l:I
laboration Likelihood Model
·oli:Glass ·lca:c:s
·c:t:al
:outc
4 nv4vement
Im4ti4na anasis 41
situati4n and Ieeings
!c:i¡|c:al
koutc
Creative Message Brief
Key Ìssue/ Problem: Cleanliness, Tidy way of cleaning glass objects
The Promise Effective Cleaning, Ease of Use
The Support Available at every departmental store, Ease of Access
Competion Traditional ways of cleaning, Other Glass Cleaners (CÌF by HUL)
Target Demographic Middle to High Ìncome, Educated, Urban Ìndian Females
Psychographic Early Adopters
Desired Behaviour Purchase, Good Word-of-Mouth
Target's Net Ìmpression Works Like Magic
Tone & Manner Easy, Sophisticated humour, Fantasy
Print Ad

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