Proctor & Gamble will spend $86 million to launch a new line of Ultra Soft and Ultra Strong Charmin toilet paper. The strategy includes TV, print, web, packaging, and experiential marketing. In the past, we have focused marketing support on one segment of the lineup: Charmin Ultra," said Dennis Le-gault, brand manager for Charmin at P&G, Cincinnati. "With the launch of Ultra Strong and Ultra Soft, we are focused on communicating what her bath tissue needs are (Facenda, 2007). The Charmin Ultra line is a great example of how companies are identifying consumer needs, creating innovative product extensions, and developing new integrated marketing strategies to expand their market footprint (Kotler, & Keller, 2006).
Facenda, L. Vanessa (2007). Strategy: P&G Sees Valuable Assets In $86M Charmin Relaunch. BrandWeek, October 15, online reprint. Retrieved October 15, 2007, from http://www.brandweek.com/bw/magazine/current/article_display.jsp?vnu_content_id=1003658172
Kotler, Philip, & Keller, Lane Kevin (2006). Marketing Management (12th ed.). Upper Saddle River, New Jersey; Prentice Hall.
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment