Whisper Marketing Plan

Table of Content

1. Background information

2. SWOT analysis

3. Market Segmentation Process

4. Positioning

5. Analysis TV commercial and Print Advertisement

6. Analysis Public Relation

7. Integrated Marketing Communications Plan

8. Appendix

1. Background information

History

Whisper is a brand underlying P and G Company. It has a long history since Whisper was launched the world first napkin to the market in 1983. Moreover, Whisper keeps innovation constantly to improve its competitive ability

Current situation

Whisper uses Michelle Chen be a main character in their latest advertisement which is talking about the product line that it is called sleep sweetly. Also, whisper promote relevant activity which is lucky draw that the winner can gain the $50 coupons of UA ticket.

4P of the Whisper:

Product and Price

Whisper is a brand selling sanitary napkin with many product lines and different product line has different market price, function and characteristic. For example: The price of sleep sweetly product line is $19.9 per 6 pieces and its function provide better side leakage protection. The other product line which names as “Quickly Dryness”. Its function quickly absorb gush to give female dryness and market price is $18.9.Overall, the price of Whisper is a bit higher than other competitive brands.

Points of purchase

Customers can purchase the Whisper product in Mannings, Wastons , some large scale convenient shops such as Circle k or 7-Eleven and supermarkets such as Wellcome or PARKnSHOP.

2. SWOT analysis

Opportunity analysis:

1. Strength:

I. Whisper provides the first napkin with wings in Hong Kong in 1993 and wings mean that it can give better leakage prevention for female.

II. Since Whisper has historical value in Hong Kong and most of Hong Kong female had tried to use the products of Whisper. It is benefit for building the brand image and gaining the loyalty customers.

III. The...