TO:MARKETING DIRECTOR FROM:MARKETING MANAGER DATE:26TH AUGUST 2003 RE:PROMOTIONAL STRATEGY: MAXI-FRESH MOUTHWASH 1.0 INTRODUCTION -The Malaysian oral hygiene market consists an estimated 2million users with an estimated market size of RM30, 500, 000.00 -Relatively matured market with minimum players. Market leader, Listerine, Oral-B. -Purpose of the proposal is to recommend marketing and promotional campaigns to effectively launch our latest product, non-alcohol Maxi-Fresh Mouthwash. 2.0 TARGET MARKET 2.1 Market Segmentation:- 2.1.1 Geographic:i) East and West Malaysia 2.1.1 Demographic: i) …
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…of 400ml Maxi Fresh Mouthwash free one toothbrush. 5.0 ACTION PLAN Year 2003 2004 OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOVTotal Budget (RM'000) ADVERTISING NEWS PAPER - B.HARIAN - THE STAR * * * * * * 150 PR/PUBLICITY - ORPHANAGE - TABUNG HAJI * * * * * 50 SALES PROM. - INCENTIVE - G.W.P * * * * * * * * * * * * * * * 600 TOTAL PROMOTION EXPENDITURE RM800, 000.00 6.0 ANTICIPATED OUTCOME Acquiring 5% of total market share with approximately RM1.5 million sales turnovers within the first year of product launching.