Sales Promotion Plan: This semester you are required to create a Sales Promotion Plan for Colgate Palmolive Canada (see case packet). The Sales Promotion plan should be based on the details provided in the case. Sales Promotion plans are graded based on completeness, consistency of strategies, and creativity.
Section 1. Review of Marketing Plan (Ramadhanya)
In this section, you need to examine the role of marketing communications in the overall marketing plan. Remember, the role of marketing communications changes throughout the product life cycle. A marketing plan is designed to address a marketing problem, so please make sure that you understand the marketing problem.
1) What is the overall marketing objective?
o The marketing objectives may be different from the communications objectives.
o Remember that the communications objectives are derived from the marketing objectives.
2) What is the role of marketing communications in the overall marketing mix?
o Focus on information in the marketing plan that is relevant to the promotional strategy.
o Focus on the competitive analysis and assess environmental influences.
o Find the most important factors that really describe the marketing problem, and then explain how the factors relate to the communications task at hand.