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Executive Summary

DASH Communications Co. is confident that our sales and promotion campaign for Durex consumer products will not only set Durex apart from the competitors, but also increase over all sales numbers on a very limited budget. Our executive plan includes a three step process that one, aim at increasing awareness of Durex Condoms among single males, age eighteen to thirty-four. Two, strive to highlight the diverse and brand-unique product innovations that focus on user pleasure. Three, increase trial purchases of new product rollouts. DASH has fused an effective media plan that will attract single males ages 18-34. After researching this market segment, DASH has developed several media tactics specifically designed to adhere to the needs and desires of these single males. Our media budget focus is on cable television, magazine print ads and guerilla marketing tactics. In addition to standard print ads, we have created a commercial that is sure to stand out on selected cable television cannels. In an effort to promote Durex consumer products we have created and implemented five new strategies that are sure to increase awareness. Our first strategy includes hosting special events at strategic locations such as colleges and spring break vacation spots. Second, we are strategically placing vending machines to increase the availability of the product. Third, we are offering variety packs in discount retail stores and through the Durex website. Fourth, our social media program will promote and increase brand awareness among customers with the use of WOM. Last, our new Package Protection Program will help increase the availability of our product to our target market, giving them the option to use a subscription-style mail order program, in order to purchase our product at a discount. In order to boost our public relations we have created a new and exciting campaign; Get Yourself Tested. This campaign partners with MTV to host a serious of four concerts...