Group 7 – Presentation on the IMC of Dove

Ashwathy Jayadev G15073Debirupa Chakraborty G15077Ketan Rautela G15086Ravishu Arora G15104Vivek Rai G15119

Why Dove? Reverse Marketing Psychological Insight vs. Product Insight Brand Story

Integrated Marketing Communication

ObjectiveTo increase “Top Of The Mind Recall” of the brand through different channelsTo communicate the consumer insight “Beauty is the source of confidence”Target GroupWomen between 16 and 50 years of ageUrban and workingMiddle and Upper-class“All shapes and Sizes"

Integrated Marketing Communication

Dove has been Unilever's highest-spending brand in the US for several years, with measured media expenditure in 2013 of $195m, roughly three times any other group brand,

Digital marketingPlatforms and Campaigns

Facebook – Ad MakeoverTwitter - #SpeakBeautiful, #OneBeautifulThought You tube - Choose Beautiful campaign, Real Beauty Sketches & First Fatherhood Moments campaignGoogle Hangout - Debate on real beauty

Digital Marketing(Ad Makeover)

Negative, guilt inducing Ads on the internet – negative body image

Dove bought expensive ad space and asked women to replace the negatives with compliments

• 71 million banners with negative messages displaced • 5.5 million unique women reached• Facebook mentions increased by 71%• Poll was conducted where 71% of the women said that

they felt more beautiful

Digital Marketing (Ad Makeover)

TVC Campaigns Beauty is a state of mind Dove Changes One Thing | How our girls see themselves Self Esteem Project: No wonder our perception of Beauty is

distorted Glow with dove The way a girl feels about her beauty starts with how you feel

about yours

TVC

TVC Features and ThemesNo models/celebrities

Representing Normal women

Targets every age group

All ethnic group representation

Feel good ads

Women Desire to be beautiful

Mother Daughter relationship

Message driven approach

Print • Women’s Magazines and

Newspapers• Consistent with the campaigns

across other media• Layout and color theme

consistent across product mix• Emphasis on Functional

benefits in print

Others PR – Self Esteem project and Fund Kiosks and Billboards Partnerships with Girl Guides and Scouts Sales Promotion – Essay writing, Selfie taking contests.

Normal Promotion prevalent in FMCG category

Impact of IMC

Learning Departure from conventional FMCG communication –

message driven approach Consistent theme – Brand Salience building Mass market a premium product Brand Extension Co-creation of Value “Truth about Beauty” study – Objectification of women Any publicity is good publicity

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