MARKETING COMMUNICATIONS

Marketing Communications at My Body Retail Store

Executive Summary

MyBody, as a health care product, promises to meet the specifications and needs of shower gels consumers by offering clean, refreshing, and moisturized skin after bathing. As a leader in distribution and market sales of fast-moving consumer products, MyBody is launching MyBody products in global market in early 2011 with an allocated budget of £2 million to complete the project. To gain management buy-in, the integrated marketing communications plan for launching the healthcare product considered the value proposition of the product, market environment in the localities, the advertising, brand, PR and media strategies of the campaign along with the presentation of the marketing communications activities, project timeline, budget allocation, and monitoring and control of the entire marketing plan.

Marketing Communications at My Body Retail Store

Introduction

Today's market is characterized by highly competitive organizations which are all vying for consumer's loyalty. Firms are faced with the challenge to maintain their own competitive edge to be able to survive and be successful. Strategies are carefully planned and executed to gain the ultimate goal of all: company growth. However, external factors are not the only elements which influence growth. Today most companies find that it impossible to create any kind of sustainable competitive advantage based on product alone. It is common knowledge that every one of the successful companies sought and found a precise understanding of how it could create a customer-centered competitive advantage.

Value Proposition of the Product

The creation of the marketing mix is intended for the purpose of insuring the achievement of various corporate goals such as profit, volume, image, reputation and return on investment through the satisfaction of the consumers' wants and needs. It results in the total bundle of utilities actually purchased by consumers in selecting products and services, and it is concerned with such factors as price, design, advertising, packaging and distribution channels. But in the case of MyBody manufacturers, customer satisfaction is the primary aim of marketing. In focusing on the future, the enterprise ensures the best possible chance of attaining long-term stability and competitive standing (Carson, McGowan, 2005). The value proposition of the product is not solely focused on the knowing the needs of the customers, but the company is also extending effort in knowing its customers more through the establishment of a better customer care and consulting service.

The Deep Sea Mineral Body Wash for men promotes skin metabolism that keeps the skin supple and radiant. It contains sea weed extracts which thoroughly cleanses the body while likewise ensuring that the skin is moisturized and refreshed. The cooling and refreshing menthol sensation also characterizes the product to uplift both the mind and body of the user stimulating blood circulation and removing tiredness. On the other hand, the Charcoal Body Wash for men effectively absorbs and removes excessive sebum and dirt that causes skin problems and body odor cleaning the body deeply while at the same time keeping the skin refreshed and moisturized. The chamomile extract soothes the sensitive and rough part ...