Marketing, in more the one way, is like juggling. This strange analogy will become crystal clear if we take a close look at it. Marketing is all about alluring, attracting and holding a collection of customers for the Company's welfare.
With the world changing at every nanosecond, marketing is also reeling under a whirlwind of change. New modes of marketing like e-marketing and online marketing have evolved. Yet traditional marketing still holds away with many corporate. Traditional marketing, unlike New Marketing, is Company-focused and product-based. It intends only to increase the visibility of the Company and its brand. The Company becomes the active participant while the consumer fades into the inactive and passive zone. A marketer, adopting the traditional method, will use his product's Unique Selling Proposition to market it. In traditional marketing, the market is segmented into many subsets or segments depending on geographic, demographic, psycho graphic and behavioural variables. Each segment is homogenous and responds in a particular way to a particular marketing strategy. Small segments are considered as 'niche' markets or 'specialty' markets. With all these the marketer draws a marketing plan, which is fully geared to reach the target consumer. Marketing plans and strategies finally end in advertising. Advertising, in general, can be classified into two trends: Above-the-line (ATL) and Below-the-line (BTL). ATL covers all the advertising done through media. BTL stands for all the promotions- public relations, sponsorships, merchandising etc. In traditional marketing mostly ATL is practiced. The following media are the ATL modes of advertising:
- Print Medium: Newspapers, Magazines, Yellow Pages, Posters and Billboards.
- TV & Radio: All kinds of TV and Radio spots
- Other Communications: All kinds of mailers and leaflets
Integrated Marketing Communications:
Integrated Marketing Communications is a simple concept. It ensures that all forms of communications and messages are carefully linked together. At its most basic level, Integrated Marketing Communications, or IMC, as we'll call it, means integrating all the promotional tools, so that they work together in harmony. Communications tools work better if they work together in harmony rather than in isolation. Their sum is greater than their parts - providing they speak consistently with one voice all the time, every time. This is enhanced when integration goes beyond just the basic communications tools. There are other levels of integration such as Horizontal, Vertical, Internal, External and Data integration. Here is how they help to strengthen Integrated Communications.
Integrated Marketing Communications can create competitive advantage, boost sales and profits, while saving money, time and stress. IMC wraps communications around customers and helps them move through the various stages of the buying process. The organisation simultaneously consolidates its image, develops a dialogue and nurtures its relationship with customers. This 'Relationship Marketing' cements a bond of loyalty with customers which can protect them from the inevitable onslaught of competition. The ability to keep a customer for life is a powerful competitive advantage.
IMC also increases profits through increased effectiveness. At its most basic level, a unified message has more impact than a disjointed myriad of messages. IMC can boost sales by stretching messages across several communications tools to create more avenues for customers to become aware, aroused, and ultimately, to make a purchase
Carefully linked messages also help buyers by giving timely reminders, updated information and special offers which, when presented in a planned sequence, help them move comfortably through the stages of their buying process... and this reduces their 'misery of choice' in a complex and busy world. IMC also makes messages more consistent and therefore more credible. This reduces risk in the mind of the buyer which, in turn, shortens the search process and helps to dictate the outcome of brand comparisons.
Finally, IMC saves money as it eliminates duplication in areas such as graphics and photography since they can be shared and used in say, advertising, exhibitions and sales literature. Agency fees are reduced by using a single agency for all communications and even if there are several agencies, time is saved when meetings bring all the agencies together - for briefings, creative sessions, tactical or strategic planning. This reduces workload and subsequent stress levels - one of the many benefits of IMC.
Lynx is Britain's most popular men's deodorant. It is a product under the Unilever. The antiperspirant/deodorant market has been a low-profile category, never generating the same excitement in terms of product entries and market battles such as what shampoos have. However, recently with the growing number male concerning about their grooming and how they look, deodorant market has increase reasonably
Lynx was first launched in France in 1983 where it is known as Axe. In 1985, Lynx was first launched in UK by Elida Gibbs Ltd. Lynx is the first body spray to be launched as a stand alone brand and not part of a wider range of products. It was available in three different fragrances: "Amber", "Musk" and "Spice" and was packaged in distinctive black with silver lettering, giving it strong associations with maleness and sexual potency.
Over the past decade, Lynx has gone from strength to strength. It was re-launched under a new brand strategy which encapsulated in the endline 'The Lynx Effect'. Previously, Lynx advertising had revolved around the concept of attraction. This worked well for a while, but by the early Nineties the brand was starting to lose its edge. A new strategy was proposed that refocused its target market and identified a common truth: those young guys are preoccupied with the opposite sex, but often lack the confidence to do anything about it. The new campaign portrayed women finding Lynx users irresistible.
Lynx deodorant has been a UK youth icon for 17 years. Used by of 15-24 men, it has a higher penetration than Coke or the Internet and an estimated value of 5 times Own Label's equivalent. Lynx depends on its connection with youth culture and sexual mores. Advertising has been the critical lever in long term success, fast enough to continually reconnect the brand with new youth cohorts in their own changing languages.
Lynx body spray brand is the dominant brand in the male sector of the category with a 59% market share. It has launched a new fragrance, Pulse, and says it is the biggest product launch ever in the Lynx portfolio, with TV, outdoor advertising, in-store activity, PR and sampling all planned.
According to , Lynx is 13% bigger than the combined size of all of the other male deodorant (body spray and anti-perspirant) brands, and that the top 6 Lynx body spray skus are the top selling skus on the male fixture. Over 650,000 men in Ireland use Lynx body spray in Ireland every year. More than 8 million men use a Lynx deodorant at least once a week
In the growing market of antiperspirant or deodorant, various competitors of Lynx deodorant have been emerging with all its competitive offers.
Old Spice's new Red Zone of Procter and Gamble comes in four different scents, which claim to last longer than any other leading spray. The scents include Pure Sport, Aqua Reef, Glatial Falls or Metallic Ink. Old Spice has added several new products to enhance the Old Spice line, which, according to the company, has made Old Spice the No.1 antiperspirant/deodorant for guys.
On the other hand, Colgate-Palmolive offers men continuous protection with the Speed Stick 24/7 Non-Stop Protection, claiming that it's the first and only men's antiperspirant deodorant with new revolutionary Micro-Absorber Technology. According to the company, this formula contains polymer beads that can absorb up to 100 times their weight in wetness. The product comes in antiperspirant gel and deodorant sticks in four fragrances: Fresh Rush, Clean Blast, Cool Fusion and Icy Surge. They retail for $3.99.
In addition, Ban Intensely Fresh was created to take care of sweat and odor and has developed a patented technology that keeps consumers three times fresher than before. The claim to be the first to discover two distinct types of stress related disorders which includes spicy odor and s-order (which gets its name from pungnet sulfur characteristics. Ban Invisible Solids, with kihada extract and silver cancrinite, claim to uses this technology to eliminate these odors. Ban Intensely Fresh claimed to deliver what consumers are looking for at the end of day, smelling and feeling fresh.
Currently, there is an increase in gender segmentation in the antiperspirant/deodorant market. In the antiperspirant/deodorant market, segmentation is driving sales higher. In fact, men's deodorants in general have experienced incredibly strong growth in recent years.
Men are increasingly concerned with their image and the image of their products is equally important. Boys significantly contribute to the drive of teen personal care products now more than ever. According to Mintel, the teen years are an age where appealing to the opposite sex is extremely important and they may be more inclined to try products that claim to make them look cool, attractive or athletic.
"Currently, teenage males are driving the majority of growth," said Ms. Sonstelie. She explained that from 2000-2005, value sales of men's deodorants grew 65.6%. In 2005, men's deodorants made up around 50% of the deodorant market. This is the only men's grooming sector, aside from those that are shaving related, where the men's market rivals the women's market. Lynx deodorant are particularly, targets it production of Lynx products to boys and young men from ages 13 -18 years and with men who are particular with their grooming.
In addition it is also important for Lynx deodorant to consider products that are suited to the lifestyles of their consumers. It should be considered that the products that cater the different preferences of their consumers. Generally, consumers want products that keep up with their hectic schedules.
Since Lynx deodorant is in a highly competitive market, it is important for the product to have a sustainable marketing communication that would appeal the interest of the existing consumer and the interest of potential consumers. An effective communication strategy could be an important strategy that the company would put into account with Lynx deodorants.
Since Lynx deodorant has already gain its awareness in the minds of the consumers, the important aspect in this plan is that the product gain sustainable awareness and impact to the targeted audience which includes the boys and the young men.
Unilever has position their Lynx brand as a male grooming range rather than just a deodorant has several advantages for the company. Brands exist for the long-term. They establish trust in consumers' minds. They are a company's most valuable assets and they should be treated very carefully. Every change to the logo design should be viewed in terms of its long-term impact on consumers. Positioning your product or service is defining who you are in the mind of your customer. The process of writing a positioning statement helps you to become very clear about how your product or service is different from your competitors, and how to communicate this uniqueness to your customers.
Marketing Communication Strategy
Consistent with the objectives of this plan to create sustainable awareness and brand positioning, marketing communication strategies are identified to the advantage of the said product.
According to (1973), any business has two basic requirements: marketing and innovation. Marketing assumes the task of guaranteeing the conditions of communication and information that allow demand for need fulfillment to be met through production of goods and services. Ultimately, it is customers which include buyers and users who determine the nature of the businesses that can operate.
ntegrated marketing actions, when applied to meeting the needs of consumers and buyers can generate profits and other corporate results through customer satisfaction. This matching of corporate and customer interests requires the parties to communicate. This communication can be spontaneous and ad hoc, but experience shows that careful management of marketing communication can add value for all involved.
Marketing communication is concerned with effectively and efficiently providing information about the business and the products to chosen customer groups. Marketing communication is no different to other forms of human communication.
Consumer behaviour is what people do as consumers as they seek to live their lives, including exchanging some things for value products or services that satisfy their needs - this includes processes of browsing such as 'window-shopping', reading magazines, and watching television, and selection, purchase, use, evaluation and influencing others, and disposal.
As managers, they are concerned with where and when they can cause representations of theirselves and their products to enter the minds of relevant buyers and consumers. Consumption is communicative and requires human interaction for it to make sense. Consumption is derived through communication.
Essentially, we need to consider how people react to marketing communication actions. Although, at this point, we are mostly looking at marketing relationships from the perspective of the provider, we should not forget that both marketers - the provider and the buyer/consumer - may initiate communication situations.
In the case of Lynx deodorant, it s proposed that integrated marketing communication and advertising strategies can be implemented to attain the mentioned objectives of the product
Advertising campaigns and budget allocations should be a subsidiary part of the marketing communication strategy. Leiss et al. (1986) identify two basic approaches to the use of advertising:
- Hard sell: provides a reason to buy, suggests a unique selling proposition, appeals to fear, and may offer a tie-in; this rationalistic process is designed to persuade
- Soft sell: stories of consumers consuming as mini 'soap opera', testimonials, strongly emotive and creative; this irrational process is designed to suggest and appeal to the consumer/buyer
According to(1997), marketing communications in general and advertising in particular are now seen as a major, and possibly the major source of competitive advantage in consumer markets. As the brand image has come to represent a dynamic and enduring source of consumer interest and company revenue, the ways in which brands can be portrayed and their image controlled have become central to the concerns of brand management.
Advertising alone does not make the brand but the successful consumer brand is, nevertheless, inseparable from its portrayal in advertising and other marketing communications media. The multiplication of media channels through new technology and regulatory change has meant that most aspects of brand marketing management have become tinged with a concern for the potential impact on brand communications and the integrity of the brand personality.
Decisions on pricing, design, packaging, distribution outlet and even raw materials are taken with one eye on the brand's core values and how these might be perceived in the light of media coverage of the brand. It is mistaken to argue that communication is all there is to brand marketing ( 1993), and it is a truism that advertising and marketing communications have assumed a key importance in the destiny of brands and their producing organizations.
Advertising, and the work of advertising agencies, lie at the centre of this rapidly evolving integrated marketing communications field. Marketing communications do not simply portray brands: they constitute those brands in the sense that the meaning of the brand cannot be properly understood in separation from its brand name, logo, advertising and other communications associated with it. Whether brand a is better designed, more attractive, easier to use, or more useful than brand b is rarely something that can be decided finally and objectively. It is usually to some degree a matter of opinion. This is where advertising acquires its suggestive power. It occupies a realm in which consumers are actively seeking suggestions to layer consumption with new social significance.
In addition, another important reason why advertising is a useful subject of study is because it lends itself to examination from many differing disciplinary perspectives and therefore offers means of linking those perspectives through multidisciplinary studies. The boom in the quantity of advertising to which we are exposed on a daily basis and the intriguing sophistication of many creative executions has generated lively popular interest. In its most high-profile manifestations advertising has almost become a branch of showbiz, with ostentatious televised award shows for the best ads, lavish conferences in Cannes and, for the most innovative film producers, frequent career movement between the advertising and movie businesses.
Through this profile and exposure advertising intrudes frequently on typical personal experience, which offers a point of departure for the wider study of the topic both as a management discipline and as a subject of consumer and cultural studies. The edgy tone of many advertisements, the popular attention advertising attracts in national press and TV media and the massive budgets allocated to it by brand marketing organizations make it a topic of intense interest among many commentators.
If a brand fails to engage its audiences, or fails to keep pace with the changing nature of its audiences - it will not survive. It's no coincidence that those brands that manage to strike the right balance between adapting their offering to stay relevant to customers, without changing so significantly that they become unrecognisable, are the ones which live the longest.
As part of everyone's everyday life, advertisement on television can engage audiences with brands over long periods of time. Some of the most successful brands have been built and maintained on the basis of their long-term TV relationship with customers.
Advertisements on TV can be used to periodically revitalise a brand's appeal, so that it can connect with each new generation of consumers. Lynx deodorant has maintained its status as a 'youth icon' for 17 years. In a market where other once popular brands have long since failed, more 15-24 year old men use Lynx than drink Coke, surf the internet, buy trainers, or own a Play station - an impressive achievement given Lynx has to re-recruit its entire 15-19 year old user base every five years.
In the world of brands, staying alive means staying top of mind - and TV's ability to consistently remind consumers of brand presence cannot be underestimated. Whilst it's possible to use a variety of media to underpin a brand's position in a market, there is no other which engages its audience so fully, with such frequency as TV advertisement.