Imc Plan

In: Business and Management

Submitted By piesandteas
Words 9343
Pages 38
Introduction
In 1946, Tide was launched by a US company named Procter & Gamble (P & G). In 1949, Tide has successfully established itself as an international brand. They have a range of products which includes household detergent such as Tide Liquid, Tide Powder and many more (Procter & Gambler 2012).
Besides, Tide was not just another laundry product; it is recognized as the washing miracle. It was the first heavy-duty synthetic detergent which revolutionized from the traditional laundry soaps as it does not leave the clothes stiff and dry. Tide has successfully changed the way families did their laundry. This innovation of using synthetic compounds has greatly reduced the time and effort consumers spent while doing their laundry (American Chemical Society 2007). Tide captured more than 30 percent of the laundry market in the early 1950s and therefore emerged to be the top selling detergent (Back to EurekAlert! 2006).

1 Situation Analysis
According to Lamb et al. (2012), situational analysis includes SWOT analysis that affects the performance of an organization. Organizational resources such as financial resources, production costs, marketing skills, technology, employee capabilities and brand image should be taken into consideration. Environmental scanning is also essential as it affects the organization’s future as it can help in identifying market opportunities and threats. Additionally, PESTLE analysis will be conducted to analyze the relationship between an organization and its external environment. With that, we will be able to design an integrated marketing communications program.

1.1 Internal Analysis
To analyze the resources of the master company which is Procter & Gamble we need to analyze it based on three factors tangible resources, intangible resources as well as human resources.

Firstly, the tangible aspect includes…...

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