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Sustainable Marketing Campaign for one of the products of 3M - Research Paper Example

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Sustainable Marketing Campaign for one of the products of 3M

Within the healthcare sector, 3M Conglomerate has numerous products, including the 3M Ultrathon insect repellent, which will be the focus of this sustainable marketing plan. For this particular case, the marketing strategy will focus on the new 3M Ultrathon Scented insect Repellent. Target Market The new Ultrathon Scented insect repellent will be targeted at a select segment through methods of differentiation. While insect repellents do not have a specific point of differentiation as their use is broad and general, this particular product will be targeted at people who feel that the scent of the insect repellent is important to interaction. The provision of a desirable scent will, therefore, make the current Ultrathon product more useful for this segment of people, especially with regards to women home-keepers and groups travelling outdoors for group activities. The product will be marketed to the Midwestern region of the United States in geographical terms. The marketing of the product will focus on the Midwestern region because there is a high use of insecticides in the region. The promotion focus will be on the rural and urban areas with a higher possibility to exploit the market in urban areas because of the product’s new attractive scent. Sales should also be strong in the rural areas of the Midwest because it will attract more users to a Scented version of the Scented Ultrathon insect repellent, while also bringing in new clients who will be attracted by a Scented insect repellent. In terms of demographics, important factors will include family cycle, income, and age. The marketing campaign will target both male and female consumers aged between eighteen and forty because they are most likely to be involved in outdoor activities and starting a family. In addition, this age group has more affinity for worn scents than the older demographics. This age group is also likely to be either single or starting a family, while single people in the region are increasing because they wait longer prior to committing to marriage. The marketing campaign will focus its advertising on this group since they have more tendencies to purchase items for personal care, such as colognes and perfumed sprays. In addition, individuals who earn below $20,000 annually rarely use insect repellents and, for this reason, the marketing campaign will be aimed at those who are aged between eighteen and forty with income levels that are above $20,000. Finally, with regards to psychographic segmentation, this will not be as crucial as the other discussed segmentation criteria for the target market. However, the marketing campaign could target customers by focusing on their values and lifestyle, which should be brought to the forefront of the marketing strategy. The lifestyles of the age group discussed above lean towards healthy living, and they are very insistent on environmental protection (Garoogian 76). They also enjoy activities that involve the outdoors with the major activities for recreation being fishing and hunting. They also enjoy outdoor sport, boating, golfing, hiking, and camping. For 3M Ultrathon Scented, the ...Show more

Summary

Name: Instructor: Course: Date: Sustainable Marketing Campaign for 3M Ultrathon Scented Insect Repellent Introduction 3M Organization 3M is a multi-industrial and multi-national manufacturer of diverse products and services that operates in six segments of business including; security, safety, and protection, electronics and communication, display and graphics, consumer and office, industrial and transportation, and healthcare (Theis 12)…
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Sustainable Marketing Campaign for one of the products of 3M essay example
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