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the same time, memos will be sent out to all regional managers of the retail stores planning to carry the product. These memos will instruct the managers to inform all retail stores of the upcoming Bounty Toilet Paper. The day the product hits the shelf, P&G will place a full page ad in the USA Today national newspaper, that will inform all consumers of the arrival of the product. At the same time, during this first week of introduction, the late night talk shows, The Late Show with David Letterman and Late Night with Conan O Brien, will be sponsored by Bounty Toilet Paper, with the product being used in various methods on the show. This will create even more awareness for all potential consumers to purchase the product. When consumers go out to purchase the product for themselves, they will find many booths located at the entrance of retail stores where Bounty Toilet Paper will be handed out as free samples. Also, upon entering the retail store and locating Bounty Toilet Paper on the store shelf, the consumer will find a bonus pack offer that consists of buy one pack, receive one free. Finally when the product is launched, P&G will place rolls of Bounty Toilet Paper in restrooms found in shopping malls and sports facilities across the country. Consumers will be presented with the opportunity to try the product for free and make their own evaluation of it using this Direct Marketing tactic. Overall, all IMC Tools should come together, placing the product into the view of all possible consumers.

Budget Allocation

Promotional expenditures for the product line extension of Bounty Toilet Paper is going to be very expensive. With Proctor & Gamble already being a very well established company, executives are willing to put forth the money necessary to heavily promote this new product into the consumer market. P&G will promote Bounty Toilet Paper using all the tools in the Promotional Mix. The company will put 45% of its promotional budget toward an Advertising plan. Direct Marketing will be allowed 20% of the budget, considering that less money is needed for this tool than Advertising. Sales Promotions and Public Relations will both consist of 15% of the budget, for they are both equally important in the process of introducing this product. Finally, P&G will allocate the remaining 5% of the budget to Personal Selling, which may seem to be a small amount but will prove more than enough for this product.

Conclusion

Proctor & Gamble is confident that with the introduction of Bounty Toilet Paper they will continue to lead the toilet paper industry. At the same time, they feel that with this product, the way toilet paper is made in the future will be drastically changed. Because of the new approach P&G is taking with this product according to its durability and effectiveness, Bounty Toilet Paper will go on to be the leader in the toilet paper industry. With all the IMC Tools working together coherently, P&G plans to have new Bounty Toilet Paper as a household name within months. During this time, the wheels will be in motion for Bounty to take the toilet paper world by storm and just keep going and going and going.. and going



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