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Marketing - Listerine

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Bev Max

on 18 June 2015

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Transcript of Marketing - Listerine

by Au Wing Tung, Beverly Jane Maxwell, Lee Yan Yim, Ma Ka Wing, Pang Hoi Lam, Tang Wing Yee CB 2601 Marketing
Listerine Table of Content Company Analysis Introduction
Current Marketing Situation
Environment Analysis
Company Analysis
Competitor Analysis
Consumer Analysis
SWOT Summary

Marketing Objectives
Marketing Strategy
Marketing Calendar Environmental Analysis Political aspect
Intellectual Property Laws ---> benefit the product development of Listerine

Economic aspect
GDP and CPI ---> for the determination of price range

Demographic aspect
High educational level ---> higher awareness of dental care

Technological aspect
Internet ( Facebook ) and different communication tools ( Wechat, whatsapp )
---> for promotion ( positive effect )
----> affect the reputation of company ( negative effect ) Marketing Calendar Company Analysis (cont'd) Introduction Listerine is a brand of antiseptic mouthwash.

The product is marketed under the slogan "Kills germs that cause bad breath". Marketing Strategy (cont'd) Marketing Objectives Recommendations Products Company Analysis (cont'd) Ranges from $60-220 HK dollars, depends on the volume size

TV commercials
Website (e.g. yahoo, facebook) Unique Qualifications Consumer Analysis Buying Decision Behaviour Consumer Analysis (cont'd) Buying Decision Behaviour (cont'd) habitual buying behaviour
Low involvement
Little significant brand differences
Customers are not highly committed to any brands Consumer Analysis (cont'd) Market Segment Behavioral segmentation
Benefit: to provide advanced and total treatment products with multi-benefits Consumer Analysis (cont'd) Consumer Characteristics Social factor: Reference group(trend setter)
Sensitive care ---> main trend in oral care
Several news reports and magazine articles emphasizing the importance
Personal factors: Lifestyle
is a person’s pattern of living
It is a habit of using mouthwash to keep teeth and gums healthy
Psychological factor: Motivation and belief
to boost users self-esteem with the healthy and shiny teeth Consumer Analysis (cont'd) Competitors Analysis Colgate Objectives:
- Care about Colgate people, customers, shareholders and business partners

Global Teamwork
- working together across countries and throughout the world

Continuous Improvement
- innovate and improve products, services and processes Competitors Analysis (cont'd) Oral B Objective:

provides branded products and services of superior quality and value that improve the lives of the world’s consumers, now and for generations to come Competitors Analysis (cont'd) Competitors Analysis (cont'd) SWOT Summary
To increase Hong Kong market share to 45% in 5 years by introducing kids line and further product development before 2018. Marketing Strategy (cont'd) Marketing Strategy (cont'd) Price Promotion Source form Hong Kong Annual Digest of Statistics 2012 edition Marketing Strategy Marketing Strategy (cont'd) Marketing Mix Q&A
Full transcript