Chic Soap

In: Business and Management

Submitted By medo55
Words 1347
Pages 6
Integrated Marketing Communication
Midterm Exam
Feb. 2016
General Instructions
Used Font
Spaces between lines
Delivery Date
Answer Requirements

Times New Roman Size 12
1.15
Friday the 26th of October 2016 during the lecture A minimum 0f 200 words is required as an answer for each question
A list of references used must to be attached to the answer

Kindly read the case study below and answer all the related questions
(30 Marks)

Chic Soap Case Study
You are asked to help formulate the IMC approach for the entrepreneur starting Chic
Soap. The concept behind Chic Soap is simple; it sets out to incorporate fashionable perfumes such as Obsession, Raffinee and Opium into a high quality white soap base.
The product would then be packaged using the logo of the perfume plus a Chic Soap common background. The advantages for the perfume supplier are: a guaranteed outlet for its perfumes at full retail prices; and a low cost trial route for potential customers. The advantages for Chic Soap are: the use of already established perfume concepts to promote the soap; and access to the distribution achieved by the perfumes. You are asked to identify the segment towards which the product is directed, the product benefit that is on offer, the way in which the segment will be serviced; how the distribution channel will be supported, what promotional planning will need to be included and an outline cash flow.
1. The distribution channels available for the sale of toilet soaps of various qualities are independent chemists, department stores, multiple chemists, supermarkets, and grocers.
There were an estimated 200,000 outlets selling soap in the United Kingdom. Most of these sold mass market products which retailed at £0.25 per 150 gm bar. Premium soaps made up only a small proportion of the market and were available in a limited number of
outlets…...

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