Marketing Communication Creative Brief and Imc Plan
The marketing campaign will also strive to cultivate new habits from both current and new users to start using Olay Total Effect from young, to prevent and fight signs of aging. This can only be done when Olay by establishing new customer relationships, as well as to maintain existing loyal customer base. The campaign also enhances brand recall from loyal customers who exhibit repeat purchase behavior.
SK2 High Benefits Low Price | Olay
High Price | Biore
Garnier | | Low Benefits
In order to have a better understanding of the Olay Total Effect’s positioning market, a perceptual mapping is done in accordance to the perception of the consumers. Olay has positioned itself as the skincare brand, which was supported by scientifically proven chemistry. It targets the real women whom want to see the results without having to spend a lot on other departmental stores’ products and spa treatments. This map aids to the understanding of the products view by customers especially women who are more beauty conscious and price conscious; gaps in the market and it helps to identify the closest competitors.
It is identified that Olay Total Effects are of higher price and superior benefits compared