Communicating the Value
Keller Graduate School of Management
MKTG 522 Marketing Management
June 11, 2016 Table of Contents
BRAND IDENTITY 3
Brand Identity Prism 3
INTEGRATED MARKETING CAMPAIGN BRIEF 4
Why are we developing a new IMC Campaign? 4
Who is our target customer? 4
The New Targeted Customer 4
Existing Customers 4
What is our message? 5
Purchase Motivation 5
Creative Elements 5
How does our target audience currently perceive our company & product? 5
How would we like the target audience to perceive your company & product? 6
When will the message be delivered? 6
Where will the message be delivered? 6
Which media will provide the most effective communications mix? 7
Internet 7
Public Relations 7
Sales Promotion 7
How much will it cost? 7
REFERENCES 8

BRAND IDENTITY

Brand Identity Prism

Awareness
• From casual to formal
• Always comfortable
Diversity
• Social distinctiveness
• Exclusive
Inclusion
• Comfortable young men
• Good social standing
• Nice and rich
• Ideal son-in-law Intentional Imagery
• Self-confident
Leadership
• WASP
• Boston elitism
• American
• Luxury
Skincare
• I belong to my time
• I am fashionable
• I am the elite

INTEGRATED MARKETING CAMPAIGN BRIEF

Why are we developing a new IMC Campaign?

Principles of supply and demand proved the time to evolve to inclusion not just for a segment of the company but to establish inclusion throughout. With a rollout of four new shades in collaboration with the actor, Neutrogena is working to meet the needs of their loyal customers; providing a space where all women can satisfy their beauty needs in one brand.
Who is our target customer?

The New Targeted Customer
Targeted to women of color with deeper skin-tones as part of the grand initiative to expand the color range, these colors will accommodate various skin