Advertising Slogan -MD6.1

Question Description

An advertising slogan is particularly effective for developing a unique selling proposition. Read the advertising slogan Bounty’s “The Quicker Picker Upper.” Add more and explain the methods the company uses, the target market, and the strategies that you think are effective in advertising this product.

Your document should have minimum 150 words. Please add credible references and use also the textbook in your references.

Bounty’s “The Quicker Picker Upper”

A particularly effective advertising slogan is Bounty’s “The Quicker Picker Upper” (Procter & Gamble, 2020). Catchy and memorable phrases have a way of getting stuck in our heads on repeat and I think that Procter & Gamble hit the nail on the head when they came up with this one.

According to Duncan (2019), factors company’s use when coming up with slogans commonly focus on the brand’s attributes and customer benefits. The best slogans also embrace customer beliefs and values.

While there are many different people who use paper towels, Bounty’s most attractive targeted segment is busy moms. There may be several other brands of paper towel out there what work just as well as Bounty, but they are not shouting out to a specific segment such as moms who are often juggling many tasks at once, which gives them a competitive advantage that cannot easily be replicated (Duncan, 2019). The company portrays themselves as the ideal solution for this segment’s problems.

Procter & Gamble utilize the Segmentation, Targeting, and Positioning (STP) strategy to market their product. While most paper towel brands are promoting their “strength” or their “softness,” P&G discovered through analysis that what consumers really cared about was “absorbency” (Procter & Gamble, 2020). It was also though STP analysis that the company was able to discover their target market as well as the value perception of that market.

Reference

Duncan, M. (2019). Introduction to marketing (1st ed.). Great River Learning. Dubuque, IA.

Procter & Gamble. (2020). Bounty Towels. Retrieved May 18, 2020, from https://bountytowels.com/en-us

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