Presentation was done for Integrated Marketing Communications class on implementing IMC tools for Breeze Liquid Power Clean detergent in the Malaysian market

1. Breeze Liquid
Power Clean

3. - Product (low price)
- Strong business portfolio
- Social responsibility
- Ingredients
- Lack of public awareness among 31-35 years old
married women
- Lack of social media usage
- Have less presence in front of public
- Change of lifestyle
- Increase in social media usage
- Many stronger substitute products
- New campaign released by competitors
- Increasing advertising by competitors

5. Demographic Segmentation
• Married w/ two to three children
• 31 to 35 years’ old
• Income: RM 3000 and above
Geographic Segmentation
• Urban & suburban
Psychographic Segmentation
• Lifestyle: Busy daily schedule
• User: White shirt user
Media Preference
• Electronic
• Out-of-home advertising
Behavioral Segmentation
• High user usage
• Loyal customers

6. POSITIONING STRATEGY
Product Attribute

7. Positioning
Strategy
Power Clean
Change in
materials used
Less toxic +
environmental
friendly
Remove Stains in
1 Step
Change in
technology used
4 enzymes to
pro-lift
technology

9. •To increase the annual
sales by 20% among
married working woman
with 2 to 3 children and an
income of above RM3000
aged 31-35 by 1/10/2019.
Unattractive
advertisements

10. •To increase brand
awareness among married
working woman with 2 to 3
children and an income of
above RM3000 aged 31-35
by 1/12/2019.
Low brand
awareness

11. •To build up its competitive
advantage among married
working woman with 2 to 3
children and an income of
above RM3000 aged 31-35
by 1/9/2019.
Less
competitive
advantage

12. IMC
TOOLS

13. 1. ADVERTISING
•RM 1,016,400

14. OVERHEAD PANEL

15. WALL PANEL

16. a) MRT – Klang Valley Line
Cognitive
Message Strategy
Emotional
Appeal
Information
Execution

17. b) Shopping Malls Lifts Doors

18. b) Shopping Malls Lifts Doors
Affective
Message
Strategy
Emotional
Appeal
Information
Execution

19. 2. EVENT & SPONSORSHIP
•RM178,644

20. MERDEKA CARNIVAL

21. 3. DIRECT MARKETING
•RM 3,000
•WhatsApp
•Mail trial packs

22. 4. PUBLIC RELATIONS
•RM 151,840
•Improve SEO
•Annual Report