INTRODUCTION
As the director of corporate
communications of Nivea, I have a passion to move the product, Nivea visage toner.
This product is one very good product that needs to be a household name. The
Nivea visage toner is a facial cleanser which contains almond oil and calendula
extract which is very good on extremely dry skin to sensitive skin types. It
clears acne and fades spots. It also has anti ageing elements that leave your
skin looking beautifully supple, aside that, it thoroughly clarifies normal to
mixed skin in an efficient yet gentle way. This product is especially good for
ladies who are looking for that smooth skin and youthful look. In order to make
this product a household name I would use the Integrated Marketing Communications
strategy.
The Integrated Marketing Communication
is a combination the tools from the promotional mix to facilitate a company’s
communication objective. These tools include, Advertising, Personal selling, Sales Promotion, Sponsorship Marketing,
publicity and Point-of-purchase Communication.
In my proposal to management on how to
develop the promotional strategies for the Nivea visage toner, I will explore
these tools, define them and explain how they can be exploited to help us gain
the fullest benefits they have to offer.
Demographically, we want to reach out to, mainly women, who come from
dual income earning households, and also students of the tertiary institutions
all over Ghana. Also we would reach out to women from 18 years to 50years. Most
of the tertiary students are between the ages of 18 upwards. They always like
to look young and fresh, and avoid early wrinkling of their skins. They also
have the capacity to buy the product which is even less than the amount they
spend on fixing their hair every week. Also women who fall in the dual income
earning household range also can afford the product. Since they are women on
the go, and some of them having children, they definitely will not like to age
early, and they would love to always look young and have their skins
beautifully toned and rid of all acne and spots.
1. ADVERTISING: Advertising is any paid form of non-personal
presentation and promotion of ideas, goods and services through the mass media
and with an identifiable sponsor. Belch and belch also define advertising as
any paid form of non-personal presentation about an organisation, product,
service or idea by an identified sponsor. Under advertising, there are so many
options we can choose from, and as such we will work with the broadcast media
and also the print media. Under the broadcast media, television will help us
better to achieve our aim. We are going to have adverts bombarding the
television with the message that our product, Nivea visage toner gives one a
more youthful skin and reduces wrinkles whiles clearing spots and fading marks,
all at an unbeatable price. From the medium of the television, we are expecting
to reach out to 6,436,204 of the Ghanaian female population. Through television
advertising, we want to capture the attention of women who are very particular
about their skin, and especially their face. Most of the women we are targeting
watch a lot of television, especially Telenovela’s and the evening news. So
during commercial breaks in these programmes, they will be exposed the product
through the advert. The visual effect the advert will create will help propel
our cause. Also in the adverts, there will be demonstrations to further
convince them. Also we will make use of the print media, especially the
newspapers and magazines. Daily Graphic which is one of Ghana’s most read news
paper reaches a wide number of Ghanaians. Women of the working class also get
exposed to the newspapers since most institutions expect their employees to
read the dailies. We will also make use of outdoor and transport advertising.
We are going to Mount Massive bill boards in all the major interchanges in the
country. Apart from that, we will also put advertising on most of the metro
mass busses in the country.
2. PERSONAL SELLING: With regards to personal selling,
we will let some of our employees go to the main tertiary institutions in the
country, that is University of Ghana, The Kwame Nkrumah University of Science
and Technology, most of the Poly techniques, University of Education, Winneba,
University of Cape coast and as many more to go and educate them and encourage
them to buy the product.
3.
SALES PROMOTION:
In order to boost our sales for the product,
we will give our retailers and wholesalers amazing discounts. Aside that, we
will give them sample products and assure them that because of our heavy investment
in advertising, their products will be off the shelves in no time, and some
promotions we will put up will make people rust to get the product.
4. PUBLICITY: Armed with this tool, we will organise
press releases and also write captivating publications. Publicity is also a non
personal communication that is not paid for and as such we will get the media
houses to write favourable stories about the product and the company, and how
we have been taking good care of the skin needs of our clients. Also we will
make some donations as they are reported in the media, we will get attention to
ourselves.
5. PONT-OF-PURCHASE COMMUNICATION: We will do this
by putting a lot of our posters in as many shops and supermarkets as possible. We
will erect very large size poster stands to attract the attention of customer,
create awareness which will end up influencing the buying decision of the
customer.
6. SPONSORSHIP MARKETING: The product is
going to be associated with the Miss Odwira event during the Odwira festival.
During this festival, most young people come along to celebrate and have fun.
By being associated with Miss Odwira, we will be positioning the product in the
minds of most of the ladies who will come to witness the event, especially the
contestants themselves.
With these tools used effectively, Nivea
visage toner will successfully be established on the market and have as many
customers as we can think of.
REFERENCES
Belch and belch, advertising promotions
Scott Cutlip, Effective public Relations
www.index
mundi.com,
the population of Ghana
