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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
THANK YOU