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Presentation Title

Your NameMKT 229

Final Project

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Unilever - Noxzema

Unilever is a global leader in consumer goods and personal care products with over 400 brands

Unilever’s products are sold in over 190 countries

The company spends over 1 billion dollars worldwide on research & development

Unilever’s purpose: “The highest standards of corporate behavior towards everyone we work with, the communities we touch, and the environment on which we have an impact.”

Established in 1914, Noxzema has several uses such as skin cleanser, moisturizer, shaving cream, and blemish control.

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The rejuvenation of Noxzema

IMC Plan Objectives

Stay true to mission but be relevant

Engage consumers Increase brand awareness Strengthen positive brand image Offer unique, timeless consumer

value Build trust, brand loyalty Stay consistent

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Noxzema’s new tagline

“Consumers often remember taglines and identify them with specific brands. A catchy tagline identifies a brand and then stays with it over successive campaigns.” (Clow, 2014)

Noxzema has not had a memorable tagline … until now. The new tagline which will be consistently used throughout each channel of marketing is …

“Noxzema … the reason your mother looks like your sister!” N

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IMC Plan – Target Market Overview

Noxzema’s target market is women between the ages of 25 -65 Women who value family and generational bonds Moms who introduce their teenage daughters to Noxzema Working class women who pamper their skin• Women who encourage their husbands/partners to use

Noxzema Moms who want to soothe their child’s sunburn African American women: 62% want health and beauty

products marketed specifically to them (Clow, 2014) Female innovators, thinkers, achievers, and believers

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IMC Plan – Target Market implications

“Women are excellent brand ambassadors, so involve them with the brand.” (Clow, 2014)

Engage them, make the message relevant Personalize the message, use actual female

consumers Allow women to show how product improves their life Offer positivity, inspiration, motivation Let female consumers tell a story that has resonated

with them, one they will share with girlfriends, sisters, daughters, and mothers

Women are proud of their generational bond and often share similar social values, attitudes, and preferences

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IMC Plan – positioning development

“Positioning constitutes a critical part of image and brand-name management.” (Clow, 2014)

Noxzema has a positive brand image and favorable consumer perceptions. The positioning approaches will continue to focus on the product attributes and the product user because this approach has proven to be effective.

Generational marketing appeal Women purchase most of the household products Time-tested value, high quality beauty product

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IMC Plan – positioning comparison & analysis

Until 2008, Noxzema was a Procter & Gamble brand. Now Noxzema belongs to Unilever and one of its top competitors is Procter & Gamble’s brand Olay.

Noxzema products are more affordable and comparable to similar beauty product brands such as Dove and Suave

Olay uses product attributes and product user positioning approaches as well, but they also focus on product class since Olay is noticeably higher in price than competing beauty products

Noxzema’s packaging is consistent and offers consumers easy brand recognition regardless of particular product

Olay’s packaging varies from product to product Olay is primarily positioned as an anti-aging beauty product

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IMC Plan – research strategy

“One method of addressing media planning is to study the media choices that members of a specific, defined target market might make at different times during the course of a day.” (Clow, 2014)

Noxzema will use three different research strategies:

In-store and direct mail surveys Focus group interviews that include several different

female age groups: high school and college students, working women between the ages of 25-60, and retired women

Social media engagement on Facebook, Instagram, and Twitter

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IMC Plan – research question

An appropriate research question for Noxzema is whether or not they should target men and, if so, which Noxzema products and which male segment groups?

In order to obtain an accurate answer to this question, Noxzema should use the social media networking research methodology because it is interactive and engages the consumer quickly. It is also the most cost effective research method.

“Successful marketing involves identifying target markets and finding media that reach the members of those markets.” (Clow, 2014)

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IMC Plan – research findings analysis

Research findings from these methods will help Noxzema determine which media messages and media channels will be most effective by telling us which media messages and channels they use and respond to. Knowing which media channels to avoid is equally important. It also helps to strategize for an appropriate media schedule.

“Marketing experts at companies such as Procter & Gamble and Unilever consider media planning to be at the heart of a communications strategy.” (Clow, 2014)

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Noxzema message strategy

• Noxzema will use traditional media tools such as television and print to reach their target audience because women watch tv and read magazines.

• “Placement in a television show or magazine continues to be an important consideration, both in terms of price and effectiveness.” (Clow, 2014)

• Noxzema will also use social media to engage their audience by creating a Facebook page and Twitter account. This way they can reach women in their broad target market.

• “Choosing the right message strategy often becomes the key ingredient in creating a successful advertising program.” (Clow, 2014)

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• Noxzema will run television commercials during afternoon soap operas and during popular primetime shows such as Scandal, Revenge, and Dancing with the Stars.

• The commercials will use an affective strategy that evoke feelings of happiness, trust, and family bonds.

• The commercial will show a mother and daughter in front of a bathroom mirror, the daughter is watching mom put Noxzema all over her face. The mom says to her daughter, “This is how Nana and I keep our skin looking so young.”

Channel Identification strategy Noxzema on television

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• Noxzema ads will appear in magazines that target women between the ages of 25– 65 creating a great consumer reach. The magazines will include People, Glamour, Seventeen, Fitness World, and Oprah Magazine because these magazines are popular with the different targeted age groups.

• The print ad will show three generations of women. The daughter will be looking at the mother and grandmother who have Noxzema covering their faces. The message copy will include Noxzema’s new tagline “Noxzema … the reason your mother looks like your sister!”

• “Several studies conclude that magazines are a strong driver of purchase intentions and boost the effectiveness of other media.” (Clow, 2014)

Channel Identification strategy Noxzema in magazines

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Channel Identification strategy Noxzema goes digital

• Noxzema will create a Facebook page and open a Twitter and Instagram account which will allow consumers to interact with the brand and each other. Consumers will be encouraged to post photos of themselves with a Noxzema covered face.

• The Noxzema Facebook page will offer consumers promotional coupons and the opportunity to share personal stories of Noxzema family traditions

• “Companies that successfully utilize social media offer a discount or special promotion to fans.” (Clow, 2014)

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Noxzema imc messaging

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In order to increase brand awareness, Noxzema ads need to be seen. That is why using broadcasting, print, and digital media channels will be effective. Using multiple channels increases consumers’ OTS (opportunities to see), frequency, and total reach.

The television and print ads will be continuous but different. “By using different ads and rotating them, readers will not get bored, because they will see more than one advertisement for the same product.” (Clow, 2014)

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Noxzema promotional tools

Noxzema will use several promotional tools:

Direct mail postcard coupons Social media photo contests Outdoor advertising at women’s sporting

events Cross promotion with other Unilever brands

such as Dove and Suave Sponsorships

“People who attend sponsored activities or special events already have favorable feelings about the activity taking place. These positive attitudes are easily transferred to a company that has provided funding.” (Clow, 2014)

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Noxzema promotional messaging

Using these different promotional tools will allow Noxzema to effectively reach their broad target market.

The messaging will consistently have an affective strategy, evoking feelings of friendship and family bonds. Popular female celebrities will be hired as advocates for the Noxzema products. They will be seen using Noxzema with their girlfriends, sisters, mothers, and grandmothers.

“Affective strategies elicit emotions that, in turn, lead the consumer to act, preferably by buying the product, and subsequently affecting the consumer’s reasoning process.” (Clow, 2014)

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Noxzema message development strategy analysis

I am confident that the messaging strategies are appropriate and compliment the tools chosen for this IMC campaign. The message is consistent throughout the plan … women share a unique bond through a variety of defined relationships. Women are bonded by several demographics but also opinions, values, interests, and emotions. They create their own communities.

“Successful rejuvenation involves building a brand community through social media, mobile, and other interactive marketing techniques. Energizing brand advocates and influencers to spread the word about the “new and improved” version of the brand becomes the goal.” (Clow, 2014) N

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Noxzema message development strategy analysis

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Potential problems with this IMC plan include a lack of interest and/or a lack of engagement by consumers. That is why increasing brand recognition and brand recall is so important. Personalized messaging will allow the brand to build relationships with consumers and this will increase brand loyalty. If the message or tools being used are not effectively meeting the IMC objectives, then new strategies must be created.

“Managing an organization’s image continues to be a critical ingredient in the successful development of an integrated marketing communications plan.” (Clow, 2014)

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Noxzema imc plan References

Clow, K. & Baack, D. (2014) Integrated Advertising, Promotion, and Marketing Communications, Upper Saddle River, NJ: Pearson Education, Inc., pages 25, 31, 89, 92, 93, 100, 153, 182, 209, 210, 214, and 225.

www.Noxzema.com

www.unileverusa.com

http://www.adweek.com/news/advertising-branding/Noxzema-tells-consumers-come-clean-107388

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Noxzema imc plan References

Photo Credits

http://www.noxzema.com/wp-content/uploads/sites/17/2013/08/carousel_img11.jpg

http://i.huffpost.com/gen/1375877/images/o-MOTHER-HUGGING-TEENAGE-DAUGHTER-facebook.jpg

http://www.swa-rai.com/wp-content/uploads/2014/04/noxzema-turns-100.jpg

http://www.hensheaven.com.au/wp-content/uploads/2011/06/Mother_Daughter_Granddaughter.png

http://thebolde.com/wp-content/uploads/2015/04/mother-daughter.jpg

http://www.clipartbest.com/cliparts/Kij/gMg/KijgMg85T.gif

http://www.nottingham.ac.uk/CREDIT/images-multimedia/credit-464.jpg

http://cdn.shopify.com/s/files/1/0260/6875/files/man_face_wash.jpg?3120

http://www.lovebrownsugar.com/wp-content/uploads/2014/07/noxzema-cleansing-cloths.jpg

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http://spring-events.ro/wp-content/uploads/2014/05/spring-events-2.-mame-si-fiice.-dragoste-si-transformare.jpg

http://www.wateraid.org/uk/~/media/Images/UK/Grid---302x230/Unilever.jpg

http://bestcurls.com/media/wysiwyg/infortis/ultimo/brandpage/noxzema_man.jpg

http://www.fashionfresta.com/wp-content/uploads/2015/03/Olay.jpg

http://www.logotypes101.com/logos/699/764B2D8FC2D76A3FED1CFBF64E7202C2/walgreens_cornerof_lockupvertstacked_multi_4c.png

https://cdn.tutsplus.com/vector/uploads/legacy/tuts/000_2010/356-mail-icon/00.jpg

http://content.hollywire.com/sites/default/files/Taylor-Swift-e-sua-m%C3%A3e-Andrea.jpg

Noxzema imc plan References

Photo Credits

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https://cdn.tutsplus.com/vector/uploads/legacy/tuts/000_2010/356-mail-icon/00.jpg

http://www.logankempf.com/wp-content/uploads/2015/03/smicons.jpg

http://www.triblocal.com/libertyville/files/2011/07/FocusGroup20.png

http://www.accuratemarketresearch.com/Market_Research_Images/market_research_Studies_Muval_icon.jpg

http://s.productreview.com.au/products/images/samsung-la40s71bx_4dc32c84b6a68.jpg

http://s.productreview.com.au/products/images/samsung-la40s71bx_4dc32c84b6a68.jpg

http://dgrantsmith.com/wp-content/uploads/2015/06/Oprah-Magazine-2013-10.jpg

http://moabrecreation.com/images/pages/N295/sponsor_icon.jpg

Noxzema imc plan References

Photo Credits