{"id":1424,"date":"2012-02-17T16:05:14","date_gmt":"2012-02-17T21:05:14","guid":{"rendered":"http:\/\/www.manufacturedhomepronews.com\/cuttingedgemarketingsales\/?p=1424"},"modified":"2012-02-22T15:53:31","modified_gmt":"2012-02-22T20:53:31","slug":"deodorant","status":"publish","type":"post","link":"https:\/\/www.manufacturedhomepronews.com\/cuttingedgemarketingsales\/deodorant\/","title":{"rendered":"Deodorant"},"content":{"rendered":"
Do you remember these deodorant commercial slogans?<\/font><\/div>\n
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“Confident, dry and secure. Raise your arm if you’re Sure.”<\/b><\/i><\/font><\/div>\n
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Or this one<\/font><\/div>\n
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“Strong enough for a man, but made for a woman.”<\/b><\/i><\/font><\/div>\n
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Sure® deodorant’s campaign registered well with young men 16-24 years of age. Sure became one of the best selling deodorants among males in this age group.<\/font><\/div>\n
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After the start of the “Strong enough” campaign, Secret® deodorant has also been tremendously successful, especially among young females age 12 -24. <\/font><\/div>\n
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During research and development Sure® deodorant’s team discovered that confidence and self-assurance were the 2 main fears of young men when it came to hygiene. The team for Secret® learned that young girls wanted to be seen as young women, confident and strong. So Proctor and Gamble went on to produce deodorants for each sex.<\/font><\/div>\n
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Or should I say Proctor and Gamble went on to produce marketing campaigns<\/b><\/i> for each sex. <\/font><\/div>\n
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You see, Secret® and Sure® are the exact same product; same ingredients, same patented formula, and even the same price. The only difference is the packaging and the marketing.<\/font><\/div>\n
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Sometimes prospects value products or are influenced to buy products for different reasons. Rather than delivering one targeted marketing message that focuses on only one group or developing a general marketing campaign that doesn’t speak to the issues of any customer, companies need to target defined groups and create separate advertising for each.<\/font><\/div>\n
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How to do this:<\/font><\/div>\n
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