Integrated Marketing Communication of Dove company

Integrated Marketing communion of peacenik companyIn the early 40s genus Columba shaped the formula for the future genus Columba bar, the places first-year haywire soap. It is then refined into the genus Columba sweetheart Bar. In 1957, the product is launched onto the market. The latter meets a lovesome success and is rapidly recommended by scrape specialist. Thanks to its inner qualities, the soap sales financial aided genus Columba to perplex a hint trademark on the enhancives market.In 1990, go down launches its Beauty Wash Cream.Since then, f exclusively has non stopped in extending the range of its products, including for men.Traditional Tar vanquish MarketBroadly hindquarters classifyicle is women between 16 and 50 age old. Core objective is working women between 25 and 40 years old. They gener to each one(prenominal)y come from nerve centre and upper-class. What is very essential is that they should be from totally shapes and sizes. We will go thro ugh and through this render moreover in this document (cf. Real Beauty Campaign).CompetitionAlthough peacenik is a leader on its niche market, the brand faces direct (Olay, Palmolive, Safeguard, Garnier, Belo, Likas, Silka) and indirect tilt (Body swoosh, 3 in 1 soaps and so on). A very important strength related to Dove is that the brand benefits from Unilever huge distri stillion network. Dove outsells all other skin c ar bars. For instance, over single billion showers atomic number 18 taken employ Dove products in the US each year. As a consequence, Dove has become number virtuoso in looker soap niche.Main Channels of CommunicationWebsiteVideo (You Tube, )TV commercialsSocial networks (Facebook, Twitter)BillboardsDove Global Strategy Evolution An OverviewBeforeWorlds largest producer but no unified planetary identity vanes managed in a decentralized fashionYears of slow performanceLack of sound embodied schemaNumerous low-volume brandsSmall global presence compared t o competitionMediocre performance in emerge marketsNOW FUTURE PLANSReduce portfolio to 400 core brandsPath to Growth initiativeConcentrate on product innovation to fuel internal growthAn initiative to create an overall umbrella crossways all Unilevers brandsPath to Growth Initiative a five-year strategic programGo from 1600 to 400 brands ask Masterbrands, mandated to serve as umbrella identities over a range of product formsDevelop a global brand unit for each Masterbrand.Simply put, marketing strategys main objective is based on the avocation Bring top of mind awareness through any adapted channel.In a human being of hype and stereotypes, Dove provides a refreshedly original alternative for women who recognise that dish comes in all shapes and sizes.UNILEVER websiteMarketing Strategy Plans A focusContinuously evolving the bidEffective advertisingCross-selling possibilitiesStrong emotional touchUn formulaic colloquy strategy encounters In The FutureA brand for fat girlsU ndermining the consumption of consumersThe objectification of women and the risk of being rejected by feministsCopy by the competitorsSustainability of campaigns in the long termRisk of exposure in social medias******************************************************** plunk trade represent set, Brand Concept Brand fenderDove SoapBrand PositioningSoft, caring mild soapBrand ConceptMakes women rattlingize the beauty in themselvesBrand/ cable system and Category ExtensionBrand Extension in two-fold categories the handles of Shampoos, deodorants, applications programmes etcDove ShampooBrand PositioningA mild shampoo which repairs piluss-breadths-breadth damageBrand ConceptFocus on Repairing damage hairBrand/ Line and Category ExtensionNo brand extension though various variants purchasableDove Body WashBrand PositioningA Body Wash that makes you tang hydrated and fresh later a bathBrand ConceptA Moisturizing Body wash to avoid the dryness of skin occurring due to emplo yment of conventional soapsBrand/ Line and Category ExtensionNvirtuosoDove Anti-Perspiring DeodorantBrand PositioningDeodorant for women to help skin recover from underarm shavingBrand ConceptMild Deodorant having smashing fragrance and intelligent for skinBrand/ Line and Category ExtensionNo Brand extensions, though variants available in MarketDove Body coveringBrand PositioningBody lotion for dry skinBrand ConceptMoisturizing corpse lotionBrand/ Line and Category ExtensionNo Brand extensions, though variants available in Market********************************************************KEY MARKETING ISSUESPERSONAL reverence CATEGORYMultiple categories too numerous products As mentioned earlier, personal care mob it self is divided into multiple sub categories. It is increasingly getting difficult for the customers to choose the right product due to too many options available in the market. It has been observed during the testing stage (Consumers are given the samples to use a nd give feedback) that the consumers do not steady able to make out by using the product if they are using hair conditioner or skin conditioner (Source Lecture delivered by an HUL business head in IIM C).Intense competition Personal care category has grown at a very rapid rate in the past few years with increasing competition. Major players consist of HUL, PG, JJ, Emami, Gillette, Fiama Di wills, LOreal, Revlon, Benckiser, Avon, Amway, Oriflame, Cavinkare and so on. A category that has such(prenominal) a large number of players operating at the same market place makes it difficult for the brands to father in the market and in the minds of the customers.Complex product composition Product composition is getting Byzantine and complex with every other product innovation. Customers in this category are very sensitive towards the situation if the product is good for their body or not, if it is made of natural ingredients or harmful chemicals. They are to a fault not able to decide a s to which product fits for which requirement. Companies are facing a challenge as to how can they best educate the customers round the product and its usage.Word of Mouth effect Products recommended by friends and family members (word of let out advertisement) has great impact on the consumption pattern of the consumers. They find it easy and trouble-free to switch from one product/brand to other if someone has used it earlier and is suggesting the same for them.Shift in the target group Personal care category is divided into two segments pension segment Popular segment. Premium segment caters to the penury of mainly the urban target group whereas Popular segment mainly addresses the need of the pastoral target group. Till 2002-2003, Personal care products, except those in oral care category, were regarded as luxury items, and attracted a high excise duty of 120%. But the taxation reforms in India after 1991 have lowered the excise duty rates that make these products more af fordable. The impact of this is that there has been a drastic shift in the consumption pattern in personal care category with a major shift from urban to rural markets. One more reason that strengthens the above stated detail is that the research shows that the urban markets for personal care products is getting saturated and all the future opportunities lies in the rural markets only.Wide expenditure range Price range in this category is too wide and so it causes the caper of Value for Money for the customers. It becomes more crucial for the companies to position its brand carefully so that the sensed value of the brand matches the customers (targeted) willingness to spend the stated money.Distribution problems With competition shifting from urban markets (reachable) to rural markets, companies having pause distribution system have an advantage over its competitors.BRAND DOVEAny brand in the personal care category would face the above stated marketing issues but may be to a di fferent extent depending on the fact whether it lies in the premium or the popular segment (explained above). Some of the major marketing issues faced by the brand DOVE are mentioned here asThreat of Brand Erosion With lot of sales promotions happening with the brand like 1+1 free, there is a possibility of brand value erosion. With the brand now hurtd at Rs 28 (Lower end), the value has somewhat become reasonable. This might erode the premium nature of the brand and might obscure Doves brand attitude as well.Dove/Axe Case Brand conflict arising due to portrayal of women otherwise for its two brands by Unilever had created some doubts in the minds of the customers. Axes portrayal of women as thin, preadolescent and often suggestively dressed, along with its use of schoolbook and slogans utilizing sexual innuendo, made Doves real beauty message seem untrue.Value for Money problem (Indian context) It has been observed that Indian customers take into consideration the notion of v alue for money evening while acquire the premium products. Dove (soaps mainly) has been seen as the least unyielding soap amongst all the soap varieties available in the market. As such it usually does not last enough (partly because of typical Indian bathroom habits). totally this has reduced the value trace for the brand.Multiple products under one Umbrella Brand Originally Dove was launched in the soap category and later the brand covered a variety of other products including hair care, skin care, deodorants etc. Dove might find it difficult in the long run to puzzle to its brand promise for all the products. Any one product under the umbrella brand Dove if goes wrong in the market, might greatly affect the overall brand image as well.******************************************************** abstract OF MARKETING COMMUNICATIONDovesCampaign for Real Beautyhas been one of the most talked about campaigns, earning praise from commonwealth in the advertising world, as well as fr om real consumers for representing something different to the typical fashion advertising. TheDove Campaign for Real Beautyis a worldwidemarketing campaignlaunched in 2004 that includes advertisements, idiot box, workshops, sleepover events and even the payoff of a book and the production of a play. The principle bed the campaign is to celebrate the natural sensible variation embodied by all women and inspire them to have the confidence to be comfortable with them. This campaign featured regular women (non-models) who were handsome in their own way and did not fit in with the idealized images of models, super-models, and celebrities. Dove is a classic case of consistency especially in a country like India where people have come of age in terms of affluence.The campaign, also, focused on highlighting the functional benefit of the product. The process is two-pronged, comprising conviction and proof. Thus, the campaigns showed the performance of the product on the face, which wa s quickly followed up by testimonials from real people.CFRB was a multi-faceted campaign that sought to challenge the stereotypes set by the beauty industry. The CFRB is currently focused on how girls are today bombarded with unrealistic, unattainable messages and images of beauty that impact their self- think up.The campaign launched in September 2004 with a very much talked about ad campaign featuring real women whose appearances are outside the stereotypical norms of beauty. The ads asked viewers to judge the womens looks. The cooperate phase kicked off in June 2005, with a advertisement featuring six real women with real bodies and real curves (thats what the ad mentioned). Continuing its ongoing commitment to widen the narrow definition of beauty, Dove launched the third phase in February 2007. The campaign Beauty Comes of Age celebrates the essence of women 50+ wrinkles, age mos, grey hair and all.The campaign returned $3 for every $1 spent.AdvertisementsThe early part of t he campaign was mainly driven by TV ads, and hoarding ads.All the TV commercials resonated with the brand message that Real beauty comes in all shapes, sizes, and colours. The Dove adsare creative and get the consumers attention. It uses a crackerser communication style. Its tells women that its sentence to be comfortable in your own skin. It has even been running roadblocks across channels like Star and Zee, where it bought out all the commercial advertising time on an exclusive basis. The soaps advertisements are very timely. The Real Beauty models have also received their partake in of the spotlight appearing on numerous television programs including Oprah, The Today Show, The View and CNN.Videos/FilmsDove started the Dove conceit Fund that claims to change the Western plan of beauty from ultra-thin models with perfect features to making every girl (and woman) feel positive about her looks, no matter what they are. In an effort to promote the Fund, Dove ordered a series of highly-successful online-based short films promoting the egotism concept, which to date includesDaughters(which also aired as a 75-second television spot during theSuper Bowl XL),Evolution(which went on to win a number of honours, including twoCannes LionsGrand Prix awards), blast, andAmy. For e.g. Onslaught is a new viral film that depicts the constant barrage of beauty images that girl absorb every day. Both visually and emotionally powerful, the film is a wake-up call for anyone concerned about the factors that impact self -esteem in early girls.WorkshopsDove conducted a series of self esteem workshops and provided new online self esteem tools for mom and girls. This was through with(p) to help girls, moms and mentors realize what they see in movies and magazines represent an unrealistic standard of beauty, not an everyday achievable look.Internet MediaThe CFRB site, www.Campaignforrealbeauty.ca, houses a variety of tools for improving self-esteem in girls. Visitors can get a t new self-esteem building tools, take part in inter agile self-esteem activities and join self-esteem discussion boards. They can also learn how to lead in self-esteem workshops and read articles by leading self-esteem experts. Since the websites launch, nearly 4 million people have logged onto the website.Dove is getting smart about social media, using it to drive even more interest online in the central theme behind the entire campaign. One of the most popular videos on YouTube right now is Doves Evolution of Beauty, a video also posted on their website.About 12,077,157 have watched this ad on YouTube till date. This is the new expand of advertising one where ad agencies proceed their niche for developing creative video advertising, but media purchasing groups are the ones left out. Sales PromotionDoves initial price was around Rs50 that put off even the premium customers. With lot of sales promotions happening withthe brand like 1+1 free , the price has somewhat become reaso nable.********************************************************CRITICISM OF THE MARKETING COMMUNICATIONNo doubt the Dove campaign has been one of the most successful one in recent times. However, lot of criticism does surround the campaign.As part of this campaign, in 2006, the campaign has been criticized on the grounds that Unilever also produces Fair and Lovely, a skin-lightening product marketed at dreary women in several countries. It should be noted that Fair and Lovelys advertising campaign would seemingly contradict the notion of the Campaign for Real Beauty.Another argument can be made concerning the models themselves. While Dove chose to rub away from professional models, they also candidly chose models thatare still pretty. If one looks closely at all of these women, their hair is perfect, their teeth are white and they have relatively flawless skin (no visible scars, bruises, pimples, etc). These women are as over-processed as any other model, in fact many belief tha t they are field of force to digital retouching and airbrushing in order for them appear this way. Their advertising campaign fails because they are not being direct, clear and concise with their message.While sales promotions are necessary to increase sales, there is a possibility of brand value erosion. The critics state that the brand does not fit into the value for money proposition for the Indian consumer. It is a truth that Indian consumer looks for Value even in premium products. Dove has a negatively charged point in that the soap usually does not last enough (partly because of our bathroom habits). This has reduced the value proposition for this brand.The campaign had created a Self Esteem Fund and was showcasing real beauty as opposed to airbrushed images, but still they are selling firming cream in some of the ads using the same brand name (brand extension). They are now playing on the insecurities of the target group. This was not what the brand initially believed into . Hence, this portrays a negative image of the brand and creates a intuition that Dove is now not commitment to Real Beauty cause.********************************************************DOVE Brand Perception Connect with the MarketBrand perception gives what a consumer feels and expects from a brand. The perception of a brand by a customer can be understood as the stance that product has in the consumers mind. The fix that Dove has is that of being mild on the skin. It basically protects your skin and hair.To substantiate the brand perception, primary and secondary data were used to derive the positioning of Dove with respect to its competitors. This has been done for 4 major categories of products of Dove Shampoos, Soaps, Deodorants and Body Lotion.ShampoosThe positioning of Dove with respect to competitors on features of Protection offered to the hair and Style Quotient of the product was mapped.Here we can see that Dove is clear positioned as a near shampoo for hair care. T he mildness of the shampoo is given more stress than the style quotient. This also matches with the concept of Real Beauty that they pursue. It is more important to have a natural look stylish at the cost of health of hair.SoapsThe positioning of Dove with respect to competitors on features of mildness of the product on skin and Style Quotient of the product were mapped.Even with soaps the image of Dove is persistent as being very mild and hence good for the skin. The moisturising nature of the soap is given more emphasis than the cleansing or glamor property of the soap.DeodorantsIn the category of deodorants, Dove has been compared to the other brands on Fragrance and Price. A feature not discussed is the moisturising effect of the deodorant, which is one of the differentiating features for Dove.Here we can see that Dove doesnt have that clear a positioning with respect to other competition brands in terms of Fragrance and Price. But Dove uses a positioning similar to that of the category soap in deodorants too. The moisturising aspect of the Dove deodorant is the differentiating feature that Dove offers. This once more is in line with the overall perception of Dove being mild on the skin.Body LotionThe positioning of Dove with respect to competitors on features of moisturising effect and price were mapped.The consistent image and characteristic which Dove maintains in other categories, naturally held on in this category. Dove Body Lotion is comprehend as a brand with very good moisturising effect. It is also perceived to be on the higher price side compared to a competitor who provides similar quality of product.The overall brand perception which Dove maintains in all its categories is that of a mild and gentle product which keeps you naturally clean and fresh.********************************************************DOVE A compare with Its CompetitorsSHAMPOODOVEGarnierLOreal ParisPositioning StrategyLifestyle product mainly targeted at teenagers and young girls- middle and upper socio economic class- nature based innovative personal care rivet towards young working women who earn their own money Entered with hair dresser industry- rely more on planetary campaignsBrand ImageLong and Strong hair- 5 Times stronger Hair which takes care of the hair gist repair therapy- Premium brandBrand/ Line and category extensionGarnier hair color shampoo- for middle aged women (Daughter advising her mom to use it), Garnier Shampoo + Oil blendLOreal kids shampooSOAPDOVEJohnsons handle SoapCamayHandmade soaps- Like LushPositioningStrategyFocused Baby, and then also included small kids. belatedly to kids mothers as wellPositioned as white, pure soap for women initially. Later moved from just beauty to beautiful complexion at every age.Latest Camay Bar- face wash in a barPositioned as healthy and environmental friendly soaps.Use sensory marketing strategy along with funky name calling to create the buzzBrand ImageMedically tested soap for young skin mystifying creamy affordable soapNatural and relaxing but highly expensiveBrand/ Line and category extension miscellaneous variants availableChocolate, glitter and menthol variantsInto various other products in skin and hair careBODY WASHDOVELuxPalmoliveNeutrogenaPositioning StrategyFocuses on silky soft skinFocus on giving Natural Spa like experienceFocuses on refreshing and gentle formula to fight breakouts in your skinBrandImageNice fragrance and smooth body wash in an affordable rangeScented and refreshing body wash- for upper socio economic segment secondary to medicated prescriptions works for minor acnes as wellBrand/ Line and category extension7 Variants available recently Friday night FeverNatural moisturizing, thermal Spa, AromaDeep clean sport body wash Men body washBODY LOTIONDOVENiveaVaselinePondsPositioning StrategyFocused as body lotion present to suit different needs for different weatherinitially focused as lotion for rough skin during winters with natural oils- now positioned as one for each season lotionPositioned as deep moisturizing winter lotionBrand ImageLong lasting moisturizer lotionNatural glowing and moisturizing lotionAn affordable non greasy lotionBrand/ Line and category extensionSun kissed firming lotion, body lotion for menAloe Vera and healthy whitePonds dream flower lotionANTI PERSPIRANTSDOVENikeFaRexonaPositioning StrategySporty deodorant for both the sexesTowards young women- Feel good freshnessFirst anti Per spirant to be launched Round the clock protection Indian determine with International feel- positioned at both the sexes.Brand ImageHighly premium brand more of a style iconDry and clear Mild but efficient deo giving 24 mo protectionDeodorant for controlling excessive perspirationBrand/ Line and category extensionVarious variants availableFaXtreme for menFrom contact Stick to aerosol sprays 5 variants for women and 2 for men********************************************************Recommendations for Brand DOVEBrand Re -vitalisingThe brand positioning of Dove clearly pits it at a target group of 25 to 40 years old, and thus, over the past sometime, and thus old.oning of Dove clearly pits it at a rag1919191919191919191919191919191919191919191919191919191919191919191919191919191919191919191919191919191919191919191919191919191919191919191919191919has been perceived more and more as a brand for the older women. Brand Dove should start expanding its target age group and aim at younger women in the category of late teenagers, college-goers, and young professionals. The strategy should be aimed such that it signifies a story of parents passing on a caring secret onto their daughters, and should maintain the core idea of the positioning that of playing on the consumers idea of real beauty and making them safe and confident. This positioning fits in line with the strategy of increasing the target demographic because such insecurities of real beauty and skin-deep beauty are all the more relevant in that age group. The caveat with this is that the communication campaign should not be perceived as an expansion of the target group from older women to women of all ages. Instead it should be such that Dove is perceived as revitalising itself into a more youthful, edgier and teasing brand while retaining its sophistication and elegance, to become a brand that makes older women feel young again.digital SpaceConsidering the wider target group, Dove would need to change its communication strategy as well. The fact that Dove should be looking to tap into the urban and youthful segment a segment extremely active on the digital media (especially the social media) the entire digital campaign gains centre stage. This becomes all the more important as even the housewives are becoming increasingly internet friendly. With this in mind, and the new youthful unease of the brand, the website would need to be redesigned and the brands entire communication online would need to be made more youthful by incorporating online tests (which can help women identify their body type, or hair type, or better still, with customised suggestions based on the answers provided) and tips for women (in the various stages of their lifecycle).Coming up with a forum with the theme of Real women, to express Real problems where women can get together and discuss their issues bodily issues (acne problems, hair fall etc.), with professional tips coming in at times as well. Women, especially in India, would be reluctant to talk openly about most cosmetic issues. This forum would act as a support group, where they could post anonymously if they chose to, and give and receive help from other women. This would boost Doves image as a trusted brand that genuinely cares for the everyday concerns of real women.PackagingCurrently, the packaging of Dove is such that the different variants of the brand be it in the category of shampoos or soaps, but notably less so in the category of anti-perspirants are no t very clearly distinguishable. This means that a Dove Crme is hardly distinguishable from Dove Fresh Moisture and it, in turn, seems hardly different from Dove Gentle Exfoliating. The uniformity in colour a large dower with cream background, under a subtle Greyish or Light Blueish logo and text makes the different variants hardly attract the eye. Changing the packaging by changing the colour or the shape, would further add to the change in positioning from mild to one of elegant and edgy youthfulness. Also, in a retail store, the plain colours of Dove easily camouflage with the background and whenever it does catch the eye, it looks like a product fit more at a chemists store. To change this, Dove can make the bottles simple or, as is the case internationally, choose colours which are visible yet elegant like proud Blue or feminine Lavender.********************************************************REFERENCESPrimary Research http//www.surveygizmo.com/s3/412900/Brand-Imagehttp//e n.wikipedia.org/wiki/Perceptual_mapping Chapter 6 Consumer Perception from Avinash Kumar http//marketingpractice.blogspot.com/2006/07/dove-mildest-one.htmlhttp//www.docstoc.com/docs/22818236/Dove-and-Axe-Examples-of-Hypocrisy-or-Good-Marketinghttp//www.allbusiness.com/marketing-advertising/4211506-1.htmlHow sincere isDove?Univelvers and Doves formal websitehttp//video.google.com/videoplay?docid=1731400614466797113http//rohitbhargava.typepad.com/weblog/2006/10/doves_evolution.htmlhttp//en.wikipedia.org/wiki/Dove_Campaign_for_Real_Beautyhttp//www.campaignforrealbeauty.com/http//www.mediaawareness.ca/english/resources/educational/teachable_moments/campaignrealbeauty.cfmLe journal du Net Marketing Magazinehttp//www.hul.co.in/brands/personalcarebrands/http//marketingpractice.blogspot.com/2006/07/dove-mildest-one.html