Required information IMC for Bee & Gee's Shampoo Products Bee & Gee is a multi-product, multi-brand, packaged goods company with a significant presence in the personal care and grooming category. Within each product category, it has numerous brands that sometimes compete with each other in the same geographical markets. In the shampoo category, Bee & Gee has four different brands, each targeted toward a different consumer segment, but available in the same geographic markets. Bee & Gee uses multiple full- service ad agencies (also called integrated marketing communications or IMC agencies) for its various brands. Each year, the brand managers of each individual brand at Bee & Gee review the marketing communications elements used for the brand during the current year and start the planning process for next year's promotion. Though advertising has been the dominant form of marketing communication, a variety of other elements such as direct response, sales promotions, public relations, interactive marketing, and event sponsorships have become an increasingly important part of a firm's promotional portfolio. Most marketers began moving toward the process of integrated marketing communications (IMC), which involves coordinating the various promotional elements and other marketing activities that communicate with a firm's customers. As marketers embraced the concept of integrated marketing communications, they began asking their ad agencies to coordinate the use of a variety of promotional tools rather than relying primarily on mass-media advertising. Many agencies responded by acquiring PR, sales promotion, and direct-marketing companies and touting themselves as IMC agencies that offer one-stop shopping for their clients' promotional Saved Help Assignment agencies responded by acquiring PR, sales promotion, and direct-marketing companies and touting themselves as IMC agencies that offer one-stop shopping for their clients' promotional needs. Read the summary below of the four brands in the shampoo category at Bee & Gee, the review of the marketing communication elements used for each brand during the current year, and the initial planning for next year. The four brands in Bee & Gee's shampoo category are Fansheen, Hair & Neck, Herb Essentials, and Brilette. Each of these shampoo brands targets different consumer segments, and they have varied brand histories. The brand managers of these four brands are reviewing the current year's mix of marketing communication elements for each of these four brands. Fansheen is the oldest of the four brands in Bee & Gee's shampoo category. It is an established, mature brand, targeted primarily toward women, aged 30-60, whose primary concern is nourishment and healthy hair. IMC elements used during the current year included ads on television and in magazines. Hair & Neck is an anti-dandruff shampoo updated at least once a year with breakthroughs in technology. Past ads for Hair & Neck used demonstrations and highlighted technical/medical superiority of the product. Herb Essentials is a shampoo targeted at teenagers and young adults. Past ads for this brand relied on catchy music and colorful graphics to grab the attention of its target audience. Brilette is a shampoo targeted at males, ages 24-45, and is the newest brand in Bee & Gee's portfolio. The aim for this brand is to increase consumers' knowledge about this brand with detailed information about how it tailors its ingredients for men's hair. Which of the following is true about Brilette's method of using data from checkout scanners at grocery and convenience stores? 1. It is a form of stealth marketing. II. It is used to provide retailers with Information on the effectiveness of manufacturers' promotional programs. III. It represents a shift in marketplace power from manufacturers to retailers. IV. It is a form of direct marketing. Multiple Choice Ill and IV Il and Ill I and III II and IV O I and
