Sie sind auf Seite 1von 3

Homework in Strategic Marketing Management

Joshua Dela Cruz October 2, 2018

BSBA – 4D Ms. Maria Lourdes Belen

Vicks – Learning to Love #TouchOfCare

Excerpt

The said commercial was set in an impoverished district in the Philippines, the video opens with
Hernando, an unemployed young man, raging furiously against his neighbors, including the screaming
baby next door. Unable to deal with the babies’ incessant cries, Hernando enters the house in a fit of
anger, only to discover the baby is alone and abandoned. After failing in his efforts to hand the infant to
his neighbors, Hernando gradually begins to care for the child and slowly grows to love it as though it were
his own.

Based on a true story, the four-minute film continues the brand’s concept of portraying
‘unorthodox family relationships’ in a sympathetic light.

Maithreyi Jagannathan, the regional associate brand director of P&G HealthCare Asia, said that
the through the #touchofcare campaign, they are elevating lives and the future of people who are not
just connected by blood but end up being family through care itself. Publicis Singapore chief creative
officer Ajay Thrivikraman added: “As we interrogated the nature of care, we realized that it is a more
transformative and powerful force than even love.
“To care about someone or something is a conscious choice, and a simple one that we can all make, to
touch lives and transform them. Hernando’s story is all the inspiration we needed.” (Dickinson, E. 2018)

Market Segmentation

Geographic

Proctor and Gamble have existence in 80 countries worldwide where Vicks have its market and
these includes countries from North and South America, Europe, Middle East, Asia and some countries
of equatorial region. Pakistan, China, India and Russia are the major countries of Asia where proctor and
gamble sold Vicks.

Based on the commercial, there’s a community where most people live in shanty town (squatter
area). Thus, we can conclude that Proctor and Gamble’s Vicks are marketed all over our country.
Whether wherever you go, Vicks are easy to find in retailing stores, markets, and etc.

Demographic

Age: Vicks is used by almost all ages of people.

Gender: Vicks is used by both males and females.

Income: People of low income like Hernando to people of high income can all afford Vicks.

Occupation/ Education: Despite of your profession, Vicks is accessible from all walks of life.

Ethnicity: Asian, Hispanic, Black and White are all can use Vicks.

Stage in the family life cycle: Vicks is feasible whether you are in the stage of independence,
Coupling or marriage, parenting: babies through adolescents, launching adult children or retirement or
senior years.

Psychographics

Person belonging to any social class either he/she is from lower or even he/she is from higher
and person of any life style and personality can use Vicks for cough, cold, flu, chest cold, chest conjestion
and sinus symptoms.

Benefits Sought Segmentation

Hernando, the main actor in the said commercial, uses Vicks to smear the child. The benefit he
get is his act of caring like wiping away the tears, a comforting pat at the back and other simple acts to
the child transforming him to become a better person. It only proves that caring for someone can help
change how we view life – that it will never be made of milk and honey, but we always have a choice to
make it better.
Usage Rate Segmentation

In the said commercial, I surmised that Hernando belongs to category of Mid-Level Users
because of the fact that he only uses it if the child is sick. As defined, Mid-level users are customers
who can be counted on to make purchases at regular – but not frequent – intervals. Similar to regular-
personal occasion customers, mid-level users might make purchases during times that are significant to
them, such as birthdays or anniversaries. Companies that offer birthday freebies understand the
importance of contacting mid-level users during such occasions to keep them interested and engaged
with their brand.

References:

https://www.mumbrella.asia/2018/01/vicks-tells-story-of-orphaned-child-and-reluctant-father-in-
philippines-spot

http://adobomagazine.com/campaign-spotlight/campaign-spotlight-vicks-launches-touchofcare-
campaign-philippines

https://www.fieldboom.com/behavioral-segmentation

https://study.com/academy/lesson/benefit-segmentation-in-marketing-examples-lesson-quiz.html

https://www.marketingtutor.net/geographic-segmentation-definition-examples/

Das könnte Ihnen auch gefallen