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Marketing - Listerine
Transcript of Marketing - Listerine
Listerine Table of Content Company Analysis Introduction
Current Marketing Situation
Marketing Calendar Environmental Analysis Political aspect
Intellectual Property Laws ---> benefit the product development of Listerine
GDP and CPI ---> for the determination of price range
High educational level ---> higher awareness of dental care
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
Website (e.g. yahoo, facebook) Unique Qualifications Consumer Analysis Buying Decision Behaviour Consumer Analysis (cont'd) Buying Decision Behaviour (cont'd) habitual buying behaviour
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
- working together across countries and throughout the world
- 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