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MARKETING PLAN FOR ARIMOUNT DEODORANTS SITUATIONAL ANALYSIS Herein, we will analyze the environmental factors which can influence the company,...

This question was answered on Jul 02, 2012. View the Answer
Explain your communication objectives and the communication channels your company will use to influence your target audience
MARKETING PLAN FOR ARIMOUNT DEODORANTS SITUATIONAL ANALYSIS Herein, we will analyze the environmental factors which can influence the company, conduct a 3C (Company, Competitors and Customers) Analysis and then identify the strengths, weaknesses, opportunities and threats (SWOT) Environmental Factors Economic Factors - The GDP of U.S increased by 2.2% in the first quarter of 2012 as compared to 1.7% in the year 2011 but was below expectations of 2.5% growth due to government cutting the budgets and slowing business investment (Wiseman & Rugaber, 2012: 27 April). - The real consumer spending in U.S increased by 2.9% which is fast than previous quarter and fastest in the year (Wiseman & Rugaber, 2012: 27 April). This is also faster than the 2.2% real consumer spending registered in 2011 (The Conference Board, 2012: May 9). - In April 2012, the inflation in U.S was recorded at 2.3% as compared to 3% last year which is a positive signal as it is also expected the inflation to remain at around 2% levels (Trading Economics, 2012: 15 May; Kiplinger, 2012: 27 April 2012). - European financial crisis is driving lowering of interest rates in U.S but this will be short lived and a company’s business will get a favorable impact with borrowing possible at lower rates of interest although it is going to hurt savings also (Kiplinger, 2012: 27 April 2012). - The Consumer Confidence Indexes of Bloomberg and The Conference Board Index depicted pessimism in consumer confidence due to concerns over increase in employment and the consumers remained cautiously optimistic about the U.S economy (Homan, 2012: 17 May; Chandra, 2012: 24 April). Politico-legal Factors - U.S government is quite supportive of the business with Bankruptcy Protection even in beauty businesses where companies like Pure Beauty filing for Bankruptcy Protection in late 2011 (Hoovers, 2012: n.d). - There are regulations for uses of chemicals in cosmetics and beauty products by the Food and Drug Administration (FDA) but the regulation is a term which is loosely used in the
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industry and every chemical is being actually used in cosmetics through strong industry lobbying with the government and political parties (States, 2012: 21 March). Socio-cultural Factors - There is a diversity of culture across the United States of America with a mix of Latinos, Hispanics, Germans, Japanese, Europeans, Chinese, Indians etc. (Lee, 2012: n.d) which may lead the company to identify different segments of the market and develop newer products for them. - United States of America is high on individualism and masculinity dimensions as per Geert Hofstede’s cultural dimensions and therefore the deodorants and beauty care products need to be taking care of these dimensions while developing their products (Hofstede, 2012: n.d). - Various consumer advocacy groups have raised concern against the deodorants and antiperspirant believing them to be associated with health risks and being harmful to body in the form of causing diseases such as breast cancer (Wise Geek, 2012: n.d). Technological Factors - Technology has played an important role in providing more interaction of brands with the buyers and potential buyers through online social media such as facebook and twitter (Mintel, 2012: n.d). - There is a rapid change in technologies with new types of antiperspirants and deodorants being launched in the market. For example, Degree men, a deodorant by Unilever has launched a new deodorant line with Motion-sense technology which responds to the movement of the wearer to fend-off sweat and odor by releasing bursts of fragrances (Olson, 2012: 3 May). 3C Analysis Company Arimount is a well known beauty and grooming company which is having a presence in hygiene since last 20 years and has well established brand name in the market with a variety of products in its portfolio. The company envisions to build a healthier society with good standard of living Competitors - The company faces a tough competition in the U.S market with strong competitors like Unilever, Procter & Gamble, Henkel, Loreal etc.
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Explain your communication objectives and the communication channels your company will use to influence your target audience Target audience need very strongly to be persuaded by very efficient...

This question was asked on Jun 30, 2012 and answered on Jul 02, 2012.

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