An integrated marketing communications campaign for 3M Scotch-Brite Heavy Duty Scrub Sponge

• Main Authors: Dennis, Regine Barry R., Espiritu, Anna Tricia G., Kimura, Harumi Jane J., Lagman, Efril Rissa E., Ng Cha, Kylie Anne O.
• Format: text
• Language: English
• Published: Animo Repository 2012
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18189
• Institution: De La Salle University

3M Philippines has been in the business of providing smart solutions for 48 years now. One of the brands under 3M is 3M Scotch-Brite, which primarily caters to the household cleaning industry. 3M Scotch-Brite is usually associated with kitchen cleaning because of the famous scrub sponge they have developed many years ago. Despite 3M's being successful in developing products that deliver their promises, consumers still tend to shift to other brands because of the continuous development of the same products offered in the market at a much cheaper price. Because of this, 3M Scotch-Brite experienced a dip in sales. F. Racoma, brand manager of 3M Scotch-Brite, mentioned that their sales just dropped from 100% to 58% over the year 2011-2012. (personal communication, October 30, 2012). Another result of the emerging cheaper alternatives is that 3M Scotch-Brite is starting to appear just like any other ordinary scrub sponge in the market as other brands echo 3M Scotch-Brite's brand identity. Therefore, the campaign seeks to communicate that 3M Scotch-Brite Heavy Duty scrub sponge gives value for your money as it cleans 4x faster and lasts 2x longer than any other scrub sponge. This will be achieved by coming up with advertisements and activations that would create a functional connection and affinity to our target market, which are 33-40 year old mothers from class broad C. In addition, a new packaging layout is going to be implemented wherein the 3M logo is going to be given more emphasis by enlarging it since 3M has become synonymous to good quality products.