TO:MARKETING DIRECTOR
FROM:MARKETING MANAGER
DATE:26TH AUGUST 2003
RE:PROMOTIONAL STRATEGY: MAXI-FRESH MOUTHWASH
1.0 INTRODUCTION
-The Malaysian oral hygiene market consists an estimated 2million users with an estimated market size of RM30, 500, 000.00
-Relatively matured market with minimum players. Market leader, Listerine, Oral-B.
-Purpose of the proposal is to recommend marketing and promotional campaigns to effectively launch our latest product, non-alcohol Maxi-Fresh Mouthwash.
2.0 TARGET MARKET
2.1 Market Segmentation:- 2.1.1 Geographic:i) East and West Malaysia
2.1.1 Demographic: i) Age 6- 44 years
ii) Children and Malay
Muslim.
2.1.2 Socioeconomici) Income,
2.2 Target Market: - 2.2.1 Differentiated Marketing:
i)Malay Muslim, Middle-income group, health conscious, looking for non-alcohol products.
ii)Children
2.3 Positioning: - 2.3.1Products Attributes:
i)Non-alcohol anti-septic mouthwash.
ii)Reposition competitor. Alcohol mouthwash is detrimental to health.
2.3.2Product Price/Quality:
i)Shocking lowest price, superb quality.
3.0 MARKETING MIX
3.1 PRODUCT: -
3.1.1Branding
i.Maxi Fresh Mouth Wash is associated with the family brand, PriceAbuse.com that symbolises high quality, low price with the tag line "Good things need not be expensive"
This Is Not the Target Market
English: Colgate Plax Mouthwash Alcohol Free
English: malay language3.1.2Packaging
i.400ml pet bottles with multi coloured labels.
3.2 PRICE: - 3.2.1 Retail price to be controlled at RM5.00 per bottle. Which is
priced lower then the average mouthwash by 50%.
3.3 DISTRIBUTION CHANNEL: -
3.3.1 CONVENTIONAL CHANNEL: -
Hypermarkets, Supermarkets, Sundry Shops, Pharmacies
3.3.2 UNCONVENTIONAL CHANNEL: -
Mosques, Secondary Schools, Book Stores
4.0 PROMOTION STRATEGY
- Integration of 'pull' and 'push' strategy to achieve corporate and marketing objective.
4.1ADVERTISING
4.1.1Objective: -i. Create awareness and encourage purchases
(pull & push element)
4.1.2Budget: - i. RM 150, 000.00
4.1.3Message: -i. Non-alcohol, high quality, and acceptable
price. Halal (recommended for Muslim)
4.1.4Media: - i. News paper - 'Berita Harian', leading
Malay language daily news
paper.
- The Star, leading English
language daily.
ii. Magazine- 'Wanita', Malay language
ladies magazine. Readers' age
25 to 45. Mostly mothers.