Integrated Marketing Communication - Analysis and Practices

This report analyzes the segmentation, persuasion tools, current advertisement, and IMC practices of Procter & Gamble. The report also discusses the Oral-B brand and its IMC strategies.

RUNNING HEAD: INTEGRATED MARKETING COMMUNICATION 1
INTEGRATED MARKETING COMMUNICATION
Student Name
Institute Name
Contents

INTEGRATED MARKETING COMMUNICATION 2
Identification and analysis..........................................................................................................3
Segmentation..............................................................................................................................3
Persuasion Analysis...................................................................................................................4
Analysis of current advertisement..............................................................................................5
Current IMC practices................................................................................................................5
Reference....................................................................................................................................7

INTEGRATED MARKETING COMMUNICATION 3
Identification and analysis
Segmentation
Roy Morgan called his model of segmentation which can be defined as the innovative
structure of market segmentation which goes way beyond the demographics as well as
psychographics in order to test the values system, mindset as well as approaches that
encourage the consumer behaviour (Viana, 2017). The concept of value segments that can be
utilised to drill it further, proper profiling of the leisure operations of people with preferred
brands as well as media consumption. The report will discuss the Procter & Gamble
organization which is also called P&G, producers as well as sells consumer focussed package
products. The organization have five main business segments which are mentioned below: -
1. Home care and Fabric Care
2. Family care, baby and feminine
3. Grooming
4. Beauty
5. Healthcare
Every segment of the company has its own set of international organization units or GBU.
GBU is important product sections within every segment. For instance, the beauty care and
beauty segments, colour as well as beauty care and salon professional and many more.
Products like Head & Shoulder, Wella, Pantene and Olay which are considered as the most
popular brands in the segment of beauty (Flohr, 2015). All these brands are considered as
megabrands and every earning revenues make one billion dollars each year.
The brands face competition from international brands like Estee Lauder and COTY in
skincare as well as cosmetics. There are other companies as well like Unilever which give
tough competition with brands like AXE and TRESemme and Dove and Vaseline. Olay along

INTEGRATED MARKETING COMMUNICATION 4
owns 8% of market internationally which makes it popular facial skincare range worldwide.
In addition to world competition, domestics or competition from the mass market has also
enhanced in beauty section (Flohr, 2015).
Persuasion Analysis
Following is the seven persuasion tools in connection with Procter & Gamble: -
1. Persuasion with the help of simplifying: reduction: people, in general, have the
tendency to finish a simple work (Lovell, 2015). Like for example, in a company like
Procter & Gamble which is FMCG company and has a huge market worldwide, the
best thing about the company is its distribution channels so that products can be easily
found in any small grocery store as well. People will more like to buy it from
anywhere because it is easy.
2. Tunnelling: Guided persuasion: there is a number of products offered by the company
which have a captive audience, because of which people tend to buy more of same
product time and again (Bondrea and Stefanescu-Mihaila, 2014). Dependency like
this guide the customer to buy more in the similar product range.
3. Tailoring: persuasion via customization: the company in this time and age of online
shopping and massive customer expectation is also trying to alter the product as per
the taste and preferences of the company.
4. Suggesting: interfering at the right time: in skin care and beauty range, the company is
hiring experts who provide suggestion at the right time so that the customer can buy
right product at the right time.
5. Self-monitoring: the method used for self-monitoring consist of many steps from the
company. This tool is not the part of Procter and Gamble. One data-based
arrangement tools that consist of self-monitoring is the usage of facets.

INTEGRATED MARKETING COMMUNICATION 5
6. Surveillance: persuasion with the help of observation: communication with customer
care is normally monitored. It is also obvious that the employees at the call centre are
well aware of it as well. It is important for the company to have a right kind of
surveillance system since it will help in supervising the actions and taking corrective
measures wherever required.
7. Conditioning: target behaviour through reinforcement: a positive kind of
reinforcement for the company is that so many consumers across the world are
consuming the products of the company.
Analysis of current advertisement
The company P&G is a big brand for the number of years and considered one of the biggest
advertisers and the organization which also mention many strategies in marketing. The
company was the first organization to advertise on many nation specific platforms like US
customers and actually developed the concept of soap opera in the US with the sponsorship
of radio and TV drama as well as also targeting women (Schmidt, 2016). Other cases consist
of toothpaste like Crest and the detergent like Tide and disposable diapers like Pampers. The
company lost it touch in the twentieth century but in early 21st century new management tried
to bring everything back on track with the purchase of Wella and Clairol and renewed
attention on all core products. Also, P&G demonstrated the strength by acquiring brand like
Gillette and delivering strong development and entry into beauty segment (Eades and Eades,
2017).
Current IMC practices
To explain IMC strategies of P&G better, their popular brand Oral-B will be taken which was
considered as a global leader. The brand consists of many variants of different sections of
life. At the same time, the brand also consists of oral care centres, products like dental floss

INTEGRATED MARKETING COMMUNICATION 6
and oral irrigators (O'guinn et al., 2014). It is important for the brand to have an effective mix
of IMC strategies in this product with wide usage of toothbrushes by doctors worldwide.
Right before the introduction of IMC, the company practices consist of the dependence of
market data via bigger segments that actually dominate the market. This becomes the part of
the market as one path feed. But with the integration of IMC mix, the global brand manager
at Oral-B will mainly depend on the corporate budget to announce the turnover of sales in
order to get the important market to invest in and another one to segment ahead (Ottman,
2017).

INTEGRATED MARKETING COMMUNICATION 7
Reference
Bondrea, A.A. and Stefanescu-Mihaila, R.O., 2014. THE TWILIGHT ZONE OF
CONSUMERS'BRAINS. THE RELEVANCE OF EXPENDITURE ON ADVERTISING
ON MICRO AND MACRO LEVELS. Contemporary Readings in Law and Social
Justice, 6(1), p.491.
Eades, K.M. and Eades, K.M., 2017. Procter and Gamble: Cost of Capital. Darden Business
Publishing Cases, pp.1-16.
Flohr, A., Procter and Gamble Co, 2015. Superabsorbent polymers comprising direct
covalent bonds between polymer chain segments and methods of making them. U.S. Patent
9,125,965.
Lovell, K., 2015. Advertising in the Age of Persuasion: Building Brand America, 1941‐1961
Dawn Spring. New York: Palgrave Macmillan, 2011. The Journal of American
Culture, 38(2), pp.148-149.
O'guinn, T., Allen, C., Semenik, R. and Scheinbaum, A.C., 2014. Advertising and integrated
brand promotion. Nelson Education.
Ottman, J., 2017. The new rules of green marketing: Strategies, tools, and inspiration for
sustainable branding. Routledge.
Schmidt, K., 2016. Standardization of International Advertising Strategies: A Content
Analysis of Pantene Pro-V. Elon Journal of Undergraduate Research in
Communications, 7(1).
Viana, P.M.F., 2017. SEMIOTICS OF BRAND OF PROCTER & GAMBLE PRODUCTS
IN A BRAZILIAN MOVIE. TICS, p.726.

INTEGRATED MARKETING COMMUNICATION 8