The Integrated Marketing Communication Plan Of Allegro Electric Toothbrush Brand

Cross-border e-commerce has gone through many years since its inception.After the dividends in the early stages of development have receded,the problems brought about by the extensive development methods have gradually revealed.The White Whale Company,as a cross-border e-commerce company facing the U.S.market,faces the same problem.With the original development road obstructed,Beluga is focusing on exploring the development path of branding.This article has carried on the in-depth understanding and analysis to the management and management of Beluga Whale Company,comparing the Allegro brand with the existing brands on the market,and found that Beluga Whale Company has problems such as lack of brand strategy,unclear brand positioning,and single marketing communication channels.The PEST analysis method was used to analyze the macro-environment in which Allegro was located;the questionnaire was used to analyze the micro-environment.The SWOT analysis determines the advantages,disadvantages,opportunities,and threats of the Allegro brand in the competition.After a thorough and comprehensive analysis of the brand,the target market for the product was established as a 25-50 year old American middle class who has a higher income and a higher level of education and who pays attention to quality of life and product service.Based on the above work,this article has designed the following strategies for Allegro brand promotion:based on the analysis of competitors and analysis of itself,determine the communication strategy of brand image,including establishing the position of innovative brand image for Allegro and more A clear product line and a more detailed division of the brand.For the future development of the Allegro brand,high-end and low-end markets are reserved,as well as other personal care product lines.From the perspective of content strategy,the idea of designing products with the concept of marketing was established.At the same time,two horizontal and vertical content programs were designed.Media portfolio strategy advocates flexible selection of suitable media channels based on the product's own characteristics.The "B2C2B"strategy is adopted on the special channel of distribution channels.Through the C-side,the product is opened to a certain degree of visibility,which increases the exposure of brands and products,thereby attracting the attention of B-side and developing channels for Allegro's innovative personal protection products.This article is divided into six chapters.The first chapter mainly introduces the current development background of cross-border e-commerce and electric toothbrushes.The second chapter introduces the status of Beluga Company and its brands.The third chapter analyzes the macro and micro of Allegro electric toothbrushes.Market environment;Chapter 4 specifically designs the integrated marketing communications program for Allegro electric toothbrushes;Chapter 5 is the method for estimating and evaluating the effectiveness of integrated marketing communications programs.