CASE STUDY - CHARMIN - Answer of case study

1.
Role of Integrated Marketing Communications (IMC) in Charmin’s

Marketing Program
 IMC helps Charmin connect with its audience using a mix of tools to
deliver a consistent message.
 How Charmin Uses IMC:
o Ads: TV commercials like the Mr. Whipple campaign and the

animated bear ads make the product memorable.
o Social Media: Humor and hashtags like #TweetFromTheSeat

create engagement.
o Mobile Apps: SitOrSquat helps people find restrooms, adding

value.
o Events: Branded bathrooms in Times Square make the brand

stand out.
 This combination ensures Charmin remains the top toilet tissue brand.
2. P&G’s Use of Digital and Social Media
 P&G made social media a key focus for Charmin because it helps
directly connect with consumers.
 Why It Works:
o Social media allows funny, shareable content (like the bear ads
and hashtags) that makes Charmin relatable.
o It’s cost-effective and reaches more people than traditional ads.
o Real-time feedback lets Charmin adjust its campaigns quickly.
 Success: Charmin created an active and fun online community, which

boosted brand loyalty.
3. Changes in Promotional Mix Tools Over the Last Decade
 The shift has been from traditional tools (TV, newspapers) to digital
methods (social media, apps).
 New Tools:
o Social media for engagement and real-time marketing.
o Influencers for authentic recommendations.
o Apps for providing extra value, like Charmin’s SitOrSquat.
 Why This Happened:
o The rise of smartphones and internet use.
o Consumers prefer personalized and interactive experiences over

generic ads.
4. How Technology Lets Consumers Avoid Ads
 Examples:
o Ad blockers stop online ads.
o Streaming platforms like Netflix skip commercials.
o Skippable ads on YouTube let users bypass them.
 Impact:
o Marketers focus on creating ads that people want to see, like

entertaining content or social media posts.
o Companies invest in subtle advertising, like product placement or

branded apps.
5. Impact of the Digital Revolution on IMC
 Marketers now rely more on technology to connect with consumers.
 Three Technological Developments:
1. Social Media: Platforms like Twitter and Instagram allow brands

to engage directly with users.
2. Mobile Apps: Tools like SitOrSquat add functionality, building

loyalty.
3. Data Analytics: Helps brands track consumer behavior and

create tailored campaigns.
6. Opportunities and Challenges in Mobile Marketing
 Opportunities:
o Mobile ads can target users based on location or interests.
o Apps like SitOrSquat create a helpful connection between the

brand and consumers.
 Challenges:
o Privacy concerns and ad fatigue.
o Standing out in a crowded mobile space.
 Solutions:
o Focus on providing value, like offering helpful tools or

entertaining content.
7. Consumer Contact or Touch Points
 Definition: Points where a consumer interacts with a brand.
 Charmin Example:
o Company-Created Touch Points: Ads, events like Times

Square restrooms.
o Intrinsic Touch Points: Using Charmin products.
o Unexpected Touch Points: Social media mentions by fans.
o Customer-Initiated Touch Points: Direct communication via

social media or customer support.
8. Paid, Owned, and Earned Media
 Definitions:
o Paid Media: Ads bought by the brand (e.g., TV ads or promoted

posts).
o Owned Media: Brand-owned platforms like websites, social

media accounts.
o Earned Media: Free publicity, like user reviews or viral content.

 Charmin Example:
o Paid: Promoted posts on Twitter.
o Owned: SitOrSquat app and Charmin’s website.
o Earned: Hashtags like #TweetFromTheSeat used by fans.
9. Example of a Brand Shifting to Digital Media
 Charmin’s Shift:
o Reduced focus on traditional TV ads and invested in social media

and apps.
 Why It Works:
o Digital media is cheaper and reaches a broader audience.
o It allows for creative, engaging campaigns.
 Opinion: This shift is smart because digital media is where most

consumers spend their time.
10. Importance of Understanding IMC Tools
 IMC tools work together to deliver a clear message across all channels.
 Why It’s Important:
o Helps marketers create consistent campaigns.
o Reaches consumers in multiple ways (ads, apps, social media).
o Builds stronger brand recognition and loyalty.
 Example: Charmin uses humor and creativity in everything from social

media to apps, ensuring all tools align with its message.

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1.

Role of Integrated Marketing Communications (IMC) in Charmin’s

 How Charmin Uses IMC:

o Ads: TV commercials like the Mr. Whipple campaign and the

o Social Media: Humor and hashtags like #TweetFromTheSeat

o Mobile Apps: SitOrSquat helps people find restrooms, adding

o Events: Branded bathrooms in Times Square make the brand

2. P&G’s Use of Digital and Social Media

o It’s cost-effective and reaches more people than traditional ads.

o Real-time feedback lets Charmin adjust its campaigns quickly.

 Success: Charmin created an active and fun online community, which

3. Changes in Promotional Mix Tools Over the Last Decade

o Influencers for authentic recommendations.

o Apps for providing extra value, like Charmin’s SitOrSquat.

 Why This Happened:

o The rise of smartphones and internet use.

o Consumers prefer personalized and interactive experiences over

4. How Technology Lets Consumers Avoid Ads

o Ad blockers stop online ads.

o Streaming platforms like Netflix skip commercials.

o Skippable ads on YouTube let users bypass them.

o Marketers focus on creating ads that people want to see, like

o Companies invest in subtle advertising, like product placement or

5. Impact of the Digital Revolution on IMC

 Marketers now rely more on technology to connect with consumers.

 Three Technological Developments:

1. Social Media: Platforms like Twitter and Instagram allow brands

2. Mobile Apps: Tools like SitOrSquat add functionality, building

3. Data Analytics: Helps brands track consumer behavior and

o Mobile ads can target users based on location or interests.

o Apps like SitOrSquat create a helpful connection between the

o Privacy concerns and ad fatigue.

o Standing out in a crowded mobile space.

o Focus on providing value, like offering helpful tools or

7. Consumer Contact or Touch Points

 Definition: Points where a consumer interacts with a brand.

o Company-Created Touch Points: Ads, events like Times

o Intrinsic Touch Points: Using Charmin products.

o Unexpected Touch Points: Social media mentions by fans.

o Customer-Initiated Touch Points: Direct communication via

8. Paid, Owned, and Earned Media

o Paid Media: Ads bought by the brand (e.g., TV ads or promoted

o Owned Media: Brand-owned platforms like websites, social

o Earned Media: Free publicity, like user reviews or viral content.

o Paid: Promoted posts on Twitter.

o Owned: SitOrSquat app and Charmin’s website.

o Earned: Hashtags like #TweetFromTheSeat used by fans.

9. Example of a Brand Shifting to Digital Media

o Reduced focus on traditional TV ads and invested in social media

o Digital media is cheaper and reaches a broader audience.

o It allows for creative, engaging campaigns.

 Opinion: This shift is smart because digital media is where most

10. Importance of Understanding IMC Tools

 Why It’s Important:

o Helps marketers create consistent campaigns.

o Reaches consumers in multiple ways (ads, apps, social media).

o Builds stronger brand recognition and loyalty.

 Example: Charmin uses humor and creativity in everything from social