In order to effectively characterize the target market, Colgate will conduct several surveys. A well-known Val and MindBase will help in determination who will the Impact White toothpaste be the most beneficial to. With carefully selected questions for the surveys, the company will be able to separate the traits that differentiate a specific customer group from the overall target, thus answering the question why people buy this toothpaste but not the other. The information about targeted market segment will be very important to our marketers. The in-depth look at the lifestyle and characteristics of our potential buyers will help the company to adjust its message for different markets in order to present products in more appealing way and promote
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In the first stage of the product promotion, the company will engage sales and CSRs to contact all distributors and retailers in person or over the phone, to introduce this unique product and explain all the benefits. Direct mail with informative flyers and brochures will follow. In addition, accompanying first shipments, a TV campaign will be widely spread through major national and local channels. Colgate also plans to provide little kiosks at the retailers’ locations to disburse individual use toothpaste samples. During this time, social media marketing will use all available portals to establish a positive public image as well. With the help of Facebook, Twitter, Instagram, Linkedin, Pincrest, Tumblr sites, blogs and apps Colgate will create a lot of product buzz, encouraging people to participate in the conversations, thus allowing them “to promote the firm’s message themselves” (Kurtz, 2016). Unlike any other product on the market, the High Impact White with the benefits of immediate results of white and healthy teeth, will become a mast have toothpaste for all individuals caring about their daily appearance. The Twitter’s “# up 4shades of white” will keep inquiries and comments active. Part of the buzzing process will also include distribution of discount coupons through event participating and contests. “Bright Smite, Bright Future” will be a leading motto of the product promotion. The company will also sponsor periodic short-term sales promotions, including BOGO and multiple package deals. Furthermore, a direct cooperation with dentists and on line oral hygiene classes will be available as well. Colgate will also seek to create more alliances; so far “Colgate-Palmolive, along with Apple (APPL), developed an interesting application for iPhone users called the Colgate MaxWhite Photo” (Morgan, P., 2015). The
In the first stage of the product promotion, the company will engage sales and CSRs to contact all distributors and retailers in person or over the phone, to introduce this unique product and explain all the benefits. Direct mail with informative flyers and brochures will follow. In addition, accompanying first shipments, a TV campaign will be widely spread through major national and local channels. Colgate also plans to provide little kiosks at the retailers’ locations to disburse individual use toothpaste samples. During this time, social media marketing will use all available portals to establish a positive public image as well. With the help of Facebook, Twitter, Instagram, Linkedin, Pincrest, Tumblr sites, blogs and apps Colgate will create a lot of product buzz, encouraging people to participate in the conversations, thus allowing them “to promote the firm’s message themselves” (Kurtz, 2016). Unlike any other product on the market, the High Impact White with the benefits of immediate results of white and healthy teeth, will become a mast have toothpaste for all individuals caring about their daily appearance. The Twitter’s “# up 4shades of white” will keep inquiries and comments active. Part of the buzzing process will also include distribution of discount coupons through event participating and contests. “Bright Smite, Bright Future” will be a leading motto of the product promotion. The company will also sponsor periodic short-term sales promotions, including BOGO and multiple package deals. Furthermore, a direct cooperation with dentists and on line oral hygiene classes will be available as well. Colgate will also seek to create more alliances; so far “Colgate-Palmolive, along with Apple (APPL), developed an interesting application for iPhone users called the Colgate MaxWhite Photo” (Morgan, P., 2015). The