Copywriting Final Project
Marketing Haiku
Time to face the facts
Snapple is where it is at
Morning Day and Night
(Snapple –beverage)
Provides huge discounts
Walmart always a bargain
Shop and save right now
(Walmart- superstore)
Blocks odor away
Gilette leaves you fresh and clean
Try, get yours today!
(Gilette body wash and or deodorant )
Brand Passion:
Assignment #1: Neutrogena skiniD
I’ve been using Neutrogena skiniD for about a year now. As a college student with a not-so-healthy eating habit, I was in need of a good acne treatment. I have to say before I first bought it, I didn’t hear or read any reviews, comments, nor viewpoints from anyone. I bought the product solely based on their advertisement. I thought the product was so cool and interesting. I never heard or tried a facial wash that was unique for each individual. When I watched the commercial, I saw Hayden Panettiere (who was starring in an up-coming movie, Scream 4, at the time).
-Free Dermatologist-Developed Evaluation on skinid.com
This is the main purpose of this product. Consumers go online to the product website and take an evaluation with a series of questions about your skin type. At the end of the evaluation, they get a personalized skin care regime. I think this type of media makes the consumer feel personalized. I felt as if I was getting personal attention without having to go to a doctor’s office which increased brand loyalty. I even took the test multiple times just for fun.
-TV Commercials
Like I previously mentioned, skiniD used Hayden Panettiere for their commercial. It automatically grabbed my attention because she was famous at the time for her movie. Hayden Panettiere also made the product line seem safe. She has been the Neutrogena spokesperson and by having her on the skiniD commercial, it assures consumers that it’s still part of the respected brand and brand name.
-Emails
When taking the free evaluation, it requires you to put in an email address so you get a copy of the products that matches your skin. If the consumer does not finish the evaluation, they will get emails reminding them that they have not yet finished the series of questions. Similar to the personalized results, I think the emails made me feel like they really appreciated me as a consumer.
-Print Ad
The print ad for this product line shows a before and after picture of someone who uses the skin care line. The picture is successful is showing that the brand is confident that their product works. It assures consumers that people have used it and that it works.
-Facebook coupons
If the consumer has a facebook and “likes” the Neutrogena skiniD facebook page, they see posts that the page posts giving coupons or coupon codes for the product line. Everyone obviously loves saving money so this increased on my brand loyalty for Neutrogena. By seeing posts on facebook on my newsfeed about skiniD, it reminds me, as well as other consumers, to maybe buy more or refill the one I used a lot of.
Career Fair Review
Charles River Apparel- As I was walking through Kessel after the career fair in my sorority windbreaker, a man approaches me saying, “We made that!” while pointing to my windbreaker. At first I was so confused (it was 8PM) but soon realized that almost every 30+ old people were probably here from the fair. I caught on and started to explain that my sorority order from their company every semester when we recruit a new pledge class. After going back and forth in conversation, he asked if I was a graduate or student. When I told him I was a junior, he told me to let my sorority sisters that their company is looking to hire recent graduates. I guess sometimes just being at the right place at the right time works! And also, I was able to use my knowledge of ordering bulk apparel for my sorority to initiate and have a full conversation with the recruiter.
DNA Public Relations- As a communications major, I was definitely interested in public relations companies. I read up a little about the company beforehand. I knew that they specialized in beauty and health. With that knowledge, it was easier for me to initiate conversation. They talked about how DNA stands for dedication, nurturing, and attention and how it is the building blocks of their company. I told them how it reminds of how sororities have mottos and it’s similar to how we value and base our sorority on Loyalty, Trust, and Honor. I was able to market my passion for my organization, which they seemed to appreciate.
Ernst & Young- Though I am not a business major, I visited this table because the friend that I was with happened to be an accounting major. Instead of being more engaged in conversation, I took a step back and listened to the recruiter. They threw around a lot of statistics and information about their company and the positions they were looking to hire for. They seemed confident about their company and their firm name. Their company name seemed to attract many people interested in that field because it is well-known firm.
Becker is a test prep company who gave out pens and bags with their logo, company name, and website on it. They gave every student whom they talked to gift bags. I thought it was a good way to advertise their company so that students recognize their company name more. Who doesn’t like free stuff?
KPMG is an accounting company. They also gave out free gifts for students stopping by their table. They gave out gift boxes with different types of office supplies, such as paper clips, post-its, pens, etc.
All the different companies gave out their standard flyers with their information. Most recruiters either took my resume or told me to apply online. Most companies also had 2 recruiters at their table. One of usually an older employee and the other was usually a younger employee, normally a Pace University graduate.
MAR250 Final Project
What have been the key success factors for (brand)?
Colgate Palmolive is an American consumer products company with products in different categories including personal care, oral care, cleaning supplies, and pet nutrition. The company has operations in over 200 countries including countries in North and South America, Europe, Asia, Africa. It started out with just a family-owned company that sold soaps and candles called Colgate.
In 1958, they developed Colgate Palmolive Company when Palmolive bought the Colgate Company in 1928. Palmolive was the company that sold the world’s best selling soap.
One of the brand’s key success factors is that even since 1920’s, the company has been a well-known and trusted personal care industry brand. From toothbrushes, toothpastes, to dishwashing soap, Colgate Palmolive has been a brand image to personal care on households all over the world. Colgate Palmolive held the number one position for the sale of oral care products in the world which accounted for 19% of the world’s toothbrush market by 1991.
Another key success factor is their ability to lower prices and target specific markets. It created brand loyalty that still lasts until present day. Colgate Palmolive’s ability to offer quality products that are easy to use and easy to find, at reasonable prices will allow them to continue their success. Their third key success factor is the company’s convenience. If you walk down the aisle at a CVS or Rite Aid, a consumer is highly likely to find Colgate and Palmolive products. The products are distributed to drug stores, retail stores, grocery stores, department stores, and more. Colgate Palmolive has a strong global brand presence with 3/4 of its revenue from countries outside the United States.
Half the company’s sales comes from fast growing emerging markets. In 2010, Latin America represented Colgate’s largest source in revenue.
Colgate uses Internet communication to build relationships with their costumers. They build relationships by personalizing their interaction. Their website provides their toll-free number to listen to customers’ questions and concerns. They encourage comments and feedback on their products.
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Strengths- -Trusted Household name -Close associate with Dental Societies -Diversified business operations -Widest distribution network in India -Dominates Indian toothpaste market with 50% -Focus on innovation and new products -Available almost everywhere -Different products to satisfy all different kinds of consumers -Strong international brand presence -Consistent growth rate in the market |
Weaknesses- -Product recalls (“request to return to the maker a batch or entire production run of a product, usually due to the discovery of safety issues”) -Highly leveraged -Low on innovation –a follower |
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Opportunities- -Growing global oral hygiene market -Promoting personal care industry in Asian markets like India -Become the well trusted product that dentists use -Hispanic Population in the US |
Threats- -Competitive with other brands -Increasing commodity prices -Increasing number of competition -Private label growth |
3) Name the brand’s main competitors
Colgate-Palmolive directly competes with other consumer product company that produces similar products in personal care, oral care, and pet supplies.
-Proctor and Gamble has the biggest and the most diverse line of products in personal care and household items with brands worth 24 billion dollars. It is the world largest soap and detergent maker
-Clorox competes with Colgate-Palmolive in the household products market
-Kimberly Clark competes in the household products market but mainly for their tissues, diapers, and feminine products.
4) What environmental forces may affect brand? Explain how.
Colgate Palmolive, being a personal care industry, has to keep up with the government’s health and safety codes. If production goes wrong, they can get sued, and even worse, affect customer’s safety. In some Islamic country, some ingredients in toothpaste are prohibited. So the company has to use different products in their toothpaste for different cultures. Social and cultural factors affect the brand also. Colgate Palmolive heavily depends on their international market. If the country’s tax or law on importing goods changes, it can affect the distribution of the products.
5) Describe the brand’s target markets, positioning, and marketing strategy (4P’s- product, price, promotion, and place)
Product: There are many different types of products that Colgate-Palmolive make (detergent, surface cleaners, pet supplies, oral care). For example, toothpaste, toothbrushes, and soap is the most popular and well-known product that the company makes. They have different ingredients in the products to match the different cultures that of the consumers that they have to satisfy.
Price: Colgate-Palmolive competes in prices with their competitors. Their products generally have the similar prices with other company’s products. Colgate has its pricing according to the currency and the taxes inclusive.
Promotion: Colgate promotes its brand through advertising, publicity, and sales promotion. Colgate Palmolive spends more than the competitors on global familiarization. This spending will be focused to use on supporting new products in the Company’s core competitive markets, such as, the U.S., Brazil, Russia, India, and Mexico.
Place: Colgate Palmolive has its locations in almost more than 25 countries around the globe. These countries vary from less developed countries to industrialized countries. The products of the company are sold at large retail stores, drug stores, dentist offices, grocery stores, and department stores.
6) What recommendations would you make to keep the brand successful?
A few suggestions that I would make for Colgate Palmolive is to innovate. The products of the company should be unique and different from the products that are already available. Because there are primary competitors in the personal care market, product innovation is a key factor to the company’s success. I also suggest that Colgate toothpaste promote more through dentists and health care professionals. That would introduce and promote Colgate toothpaste in a health- conscious way. Colgate Palmolive’s strong global brand presence means that it is more exposed and more easily recognized to emerging markets than its competitors. I think the company should focus a lot on their international market to make the products better known and widely used. Because the company is heavily depended on Latin America’s market, the company should satisfy the needs and wants of the consumers in Latin America.