Purpose and Value of Integrated Marketing Communications

Purpose and Value of Integrated Marketing Communications

The positive reception of any product is often influenced by marketing techniques used as well as the ability to connect with customers. The rising levels of competition are pushing many businesses to adopt innovative product promotion methods. Contrary to the past settings where there was only an emphasis on the local market, it is worth noting that globalization has led to the need to capture a huge overseas market. In any marketing approach, there is the need to determine the marketing objectives, target audiences, costs, target market to be covered, as well as communication mediums to be used. The failure to consider such factors is likely to increase the cost of marketing as well as devastation to attaining the set objectives.

The product that will be featured in this paper is Clearasil; a beauty product targeting the female gender. The history of Clearasil can be traced to 1950 after its invention by Ivan Combe. It served as a dermatological brand that sought to fight acne. In the 1960s, Clearasil was acquired by Richardson-Vicks but later sold to Procter & Gamble in the 1980s. Although Clearasil was purchased by Boots Group in 2006, it was acquired by Reckitt Becker in 2012. It is under the new parent company that the Clearasil has gained an impressive global market as well as increased revenue levels.

The organization was founded in Germany in 1822 and comes with an array of consumer products. It deals with industrial chemical and beauty products. Over the years, Richardson-Vicks has changed its operations to ensure that they conform to the market settings. Currently, the product serves as one of the highly consumed dermatological acne brands. It has positioned itself to address the needs of customers and comes with a captivating product mix. When compared to other rivals products, it is worth noting that the brand seems to have positioned itself well in the market.

Under the current technological age, there is an increased need to ensure that there is the use of online platforms as a way of connecting with customers. Focusing on many Richardson-Vicks indicates that there is increased use of social media platforms s

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