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Sensodyne's DRIP Framework

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MAIN ROLES OF THE MARKETING COMMUNICATIONS TEAM
Chris Fill defines Marketing Communications as the “management process through which an organisation engages with its various audience. Through understanding an audience's communications environment, organisations seek to develop and present messages for their identified stakeholder’s groups, before evaluating and acting upon the responses. By conveying the messages that are of significant value, audience are encouraged to offer attitudinal and behavioural responses." (Turnbull, 2016) Thus firstly, one of the primary factors Sensodyne’s marketing communications team was to secure their place in the toothpaste market as an ‘Opinion Former’ a an ‘Opinion Former’ are those who have an influence over …show more content…

The DRIP framework enabled us to gain a more in-depth understanding of the key tasks, thus providing us with the further knowledge to evaluate and explain these key tasks further. The DRIP framework is broken down into four sections; Differentiate the product or service, reinforce the brands message, inform or make people aware of the brand and persuade audiences to behave in a particular way. (Fill, 2009) When applying the DRIP framework to the key tasks of the marketing communications …show more content…

Sensodyne were able to reinforce their message using television advertisements as this enabled the organisation to reach a wider target audience. In addition, Sensodyne also introduced the ‘Torch Test’. This tool allowed dentists to physically show patients the acid wear on their teeth. This again reinforced the importance of Pronamel toothpaste. Sensodyne’s marketing communications team informed the public with leaflets and educational visits from Sensodyne representatives. This restated Sensodyne’s message and allowed the public to gain a deeper understanding of the problems caused by acid wear. Lastly, the marketing communications team were able to persuade consumers to purchase the product by focusing upon the market segment of ‘Healthy Balancers’. Targeting a smaller market segment ensured that their marketing techniques were focused and more

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