Final Project: Promotion

To choose the right promotion we have focus on the type of man that we are selling this product to because  there will be certain type that will not care about taking care of there face but there will be some that will get obsessed with taking care of themselves and thats the type that we need and want to please Pledge Multi Surface is positioned on multiple benefits. The challenge is to convince customers that one brand can do it all. pg. 197, For example, S.C. Johnson recently introduced a new Pledge multi-surface cleaner. Known mainly as a brand for cleaning and dusting wood furniture, the new Pledge is positioned as a cleaner that works on wood, electronics, glass, marble, stainless steel, and other surfaces. Says its Web site, “No need to keep switching products—this multi-surface cleaner is perfect for a quick and easy cleanup of the whole room!” Clearly, many buyers want these multiple benefits. The challenge was to convince them that one brand can do it all. However, as companies increase the number of claims for their brands, they risk disbelief and a loss of clear positioning.