Integrated Marketing Communications Product Positioning

Question: Discuss about theIntegrated Marketing Communications for Product Positioning. Answer: Introduction: Product Positioning Product positioning suggests a significant element of marketing plan and it is an effective procedure, which the marketers use in order to determine and communicate with the targeted customers. Hofmann-Wellenhof et al. (2012) have mentioned that the product positioning is solely based upon the requirements, existing communication channels and competitive pressures. Positioning of a product helps to understand the mind of the consumers in critical manner. Even it helps a particular company to offer product to the customers according to the offerings of the competitor companies in a specific market. LOreal targets customer from every income levels and several distribution channels. The major competitors of LOreal in FMCG industry is Garnier, the Procter Gamble Company, Revlon, Chambor, Lakme and Unilever. The USP of LOreal is to provide toiletries product to the customers of Australia after great innovation, creativity and market research. Whereas Garnier targets the middle and low-income group of consumers, LOreal targets mainly the elite class of people of the society as their premium skincare and toiletries product (Gonzlez-Benito and Martos-Partal 2012). Figure 1: Positioning Map (Source: Sweeting 2013) LOreal, being an international brand, enjoys the mass and mature market in Australia in consideration to the other available and existing local brands in FMCG sector. As celebrities are used as promoting and advertising the product, therefore, LOreal has become a trustworthy brand, which carries a positive image for its international diverse portfolio. LOreal produces hair care, skincare and body care products for men, women and kids. The popular toiletries of LOreal include hair and body shampoo, conditioner, deodorant and oil and these products occupy a large number of market shares than the cosmetics of LOreal. Every toiletries product of LOreal is adequate to satisfy the demand and criteria of the consumers, which its competitor companies fail to provide. Positioning statement of this particular company actually supports its positioning strategy of the targeted customers. According to Westjohn et al. (2012), product positioning arranges a transparent, distinctive, desirable and clear image in the minds of the segmented and targeted consumers. As product positioning also involves the competitive advantage, which simplifies the fundamental buying process of the customer, therefore, it is always considered most significant factor for an organisation. With its effective positioning strategy, LOreal has become a leading brand in the FMCG industry of Australia. Product positioning involves a perfect attempt to form own marketing niche for a particular brand and it helps to build a unique impression in the mind of consumers. It is closely associated with something desirable and specific brand ima ge, which possess completely distinct nature from the products available in the marketplace. IMC Objectives IMC objectives of organisations vary with the product features, budgets, consumer behaviour as every organisation has different kind of goal, which can be successful with proper implementation of IMC strategies. IMC objectives play an important role for an organisation as it helps to decide the targeted goal of an organisation to attain the best position in the concerned market (Kapferer 2012). IMC objectives of LOreal involve: To improve the brand awareness To influence or transform the attitudes and beliefs of the customer regarding toiletries product To enhance the demand for a particular product category among the targeted consumers To increase the quality and the standards of the toiletries product such as shampoo, conditioner and deodorant IMC objectives of LOreal is completely different from the marketing objectives as IMC objectives deal with the feelings and demands of the targeted audience and marketing objectives involve the market share and sales revenue of the company. IMC objectives are more specific than the marketing objectives and can be accomplished with the suitable effort of an organisation. IMC objectives should be prepared with the current measurement of the company. The marketers have to resolve the issues and challenges that are encountered by the concerned company in a particular market in order to make perfect IMC objectives. LOreal plans to capture at least 34% of the market at the end of this continuing year in Australia (Choi and Myer 2012). However, for establishing measurable and realistic IMC objectives, LOreal requires quantifiable measurement of the existing situation of the market of FMCG sector in Australia. Both the marketing objectives and communication objectives are relevant part of th e IMC objectives (Sweeting 2013). However, the marketers of LOreal have clearly understood that attaining the communication objectives are easier instead of achieving marketing or behavioural objectives in order to hold the best position in the market of Australia. References Choi, J. and Myer, D.W., 2012. The effect of product positioning in a comparison table on consumers evaluation of a sponsor.Marketing Letters,23(1), pp.367-380. Gonzlez-Benito, . and Martos-Partal, M., 2012. Role of retailer positioning and product category on the relationship between store brand consumption and store loyalty.Journal of Retailing,88(2), pp.236-249. Hofmann-Wellenhof, B., Lichtenegger, H. and Collins, J., 2012.Global positioning system: theory and practice. Springer Science Business Media. Kapferer, J.N., 2012.The new strategic brand management: Advanced insights and strategic thinking. Kogan page publishers. Sweeting, A., 2013. Dynamic product positioning in differentiated product markets: The effect of fees for musical performance rights on the commercial radio industry.Econometrica,81(5), pp.1763-1803. Westjohn, S.A., Singh, N. and Magnusson, P., 2012. Responsiveness to global and local consumer culture positioning: A personality and collective identity perspective.Journal of International Marketing,20(1), pp.58-73.