Section A Group 1

Integrated
Marketing
Communicatio
n
Term Project

Group 1:
D Santosh
Harshita Jaiswal
Shreya Agarwal
Swagat Kumar Dash
Amey Limaye
Karteek Kala

15PGP013
15PGP017
15PGP048
15PGP052
15PGP067
15PGP073

Indian Institute of Management Raipur

Section A Group 1

Table of Contents
DOVE DEODORANTS
.................................................................................................................................... 2
SEGMENTATION ............................... ................................ ........................... Error!
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TARGETING: ....................................................................................................................
........................... 2
POSITIONING:...................................................................................................................
.......................... 2
IMC
STRATEGY..........................................................................................................................
.................... 3
Communication Objective
............................................................................................................................. 3
Communication Message
.............................................................................................................................. 3
Communication Channels
............................................................................................................................. 3
Promotional
Budget...............................................................................................................................
........ 3
Marketing Communications
Mix................................................................................................................... 3
Advertising: ....................................................................................................................
........................... 3
CRITIQUE: ........................................................................................................................
........................... 5
RECOMMENDATIONS: ......................................................................................................
....................... 6
OLD SPICE DEODORANTS
........................................................................................................................... 6
SEGMENTATION ............................... ................................ ........................... Error!
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TARGETING: ....................................................................................................................
........................... 6
POSITIONING:...................................................................................................................
.......................... 6
IMC
STRATEGY:.........................................................................................................................
.................... 7
Message Theme
........................................................................................................................................
..... 7
Message Tone
........................................................................................................................................
........ 7

Message
Appeal...............................................................................................................................
.............. 7
Message Style
........................................................................................................................................
........ 7
Ad Analysis:
........................................................................................................................................
.......... 7
Promotional Channels:
.................................................................................................................................. 8
Slogans and Taglines
..................................................................................................................................... 9
Brand
Ambassadors:......................................................................................................................
.............. 10
RECOMMENDATIONS: .........................................................................................................
...................... 10

Integrated Marketing Communication Term Project

Term V

DOVE DEODORANTS

Indian Institute of Management Raipur

Section A Group 1

SEGMENTATION
Demographic
o Age: 16+
o Gender: Female
o SEC: A,B
o Income: Upper Middle class and upper
class
Psychographic
o Lifestyle: Care for skin, feel fresh
throughout the day
o Personality: Real women, Innovators,
Achievers, Experiencers
Behavioural
o Benefits: Long lasting protection, Soft and
smooth underarms
o Occasions: Daily use
TARGETING:
Dove targets women of all shapes, size and colour who care for their skin and are beautiful in the
way they are. They are ready to spend extra for the care they get in addition to protection for their
skin.
POSITIONING:
Created with 1/4th moisturizing cream to care for your underarm skin, leaving it soft and smooth.
The perfect combination of care and protection.

Integrated Marketing Communication Term Project

Term V

Indian
Institute
Section A Group 1

of

Management

Raipur

IMC STRATEGY
Communication Objective
The objective of Doves deodorant campaigns focuses mainly on building a positive self-esteem and
inspiring women to reach their full potential. Brand awareness (Recall and recognition) and Brand
Attitude (ability to meet positively oriented customer needs) are objectives of the communication.
Communication Message
The campaigns designed highlight about the protection and care (Antiperspirant, whitening,
nourishing) for the underarms using transformational appeal (pride).
Communication Channels
Dove uses various communication channels such as:

Print Media
Website
Videos (You Tube)
TV commercials
Social networking (Facebook, Twitter),
Billboards etc.

Promotional Budget
Dove's advertising spending in the United States for the year 2015 was 190 Million US Dollars.
Marketing Communications Mix
Advertising:
Print Ads: Aimed at changing the perception about deodorants by positioning it as a
product that delivers real care.

TELEVISION: The theme that is common to all the Dove commercials is about selling the
idea that Beauty is for everyone. Its not about glamour or fame, its about every woman and
the beauty that is in each of them. These commercials features women of all ages focusing
on
faces representing their actual customers.

Integrated Marketing Communication Term Project

Term V

Indian Institute of Management Raipur

Section A Group 1

RADIO: Dove has used the radio route for promotions through its auto-tune radio ads.
Example- The Radio ad titled Tongue was made by Ogilvy & Mather London advertising
agency for Dove in United Kingdom. It was released in Jan 2016.

DIGITAL:
Real Beauty Campaigns: This Dove Campaign for Real Beauty was a worldwide marketing
campaign launched by Unilever in 2004 that included advertisements, video, workshops,
sleepover events and the publication of a book and the production of a play.
Speak Beautiful Campaign: As a part of the marketing campaign #SpeakBeautiful, to boost
self-esteem on Twitter, the social network and Dove posted a video that will air during the
Academy Awards pre-show to promote its #SpeakBeautiful push to show the domino effect
when insults about peoples images are posted on social media.

BRAND AMBASSADOR: The brand does not have any celebrity brand ambassador

Integrated Marketing Communication Term Project

Term V

Indian Institute of Management Raipur

Section A Group 1

CRITIQUE:
One of the fundamental criticism for Doves Ads is the comparison it inflicts on the female
gender. Talk about any of its campaigns. For example, A girl aspiring to be thin starts may feel
immaturish when they compare their objectives with the True Beauty campaign. For the True
Beauty Campaign, it is argued that these real women appear similar enough to pre-existing ideals
that they too would be accepted by most beauty standards, suggesting a failure on Doves account
to truly widen the definition of beauty. Furthermore, she argues that in neglecting to include a
woman with a disabled body in their campaign ad, Dove fails to ascribe value to certain (very
real) body types and instead reinforces traditional understandings of the body and of beauty. This
is evident in Doves casting calls, which read: no tattoos, no scars, flawless skin, beautiful hair, and
bodies that fall nicely between not too curvy and not too athletic. The Campaign for Real
Beauty can be viewed as being hypocritical, which may lead people to experience cognitive
dissonance. On the one hand, consumers might purchase Dove because it promotes a good
message; on the other hand, they might question exactly what they are purchasing.
The real ugly side of the campaign is in their relation to brands like Axe. Doves parent
company is Unilever, which is also the parent company of Axe and Fair & Lovely. These brands
promote messages that are in direct contradiction to the message that Dove is attempting to promote,
which is positive body image. Fair & Lovely, a popular brand marketed primarily to dark-skinned
women, promotes a desire for lighter skin. This goes against Doves mission to be more accepting
of all womens beauty, by providing products that aim to make all women more alike. An example
of an ad by Fair & Lovely depicts a dark-skinned woman who cannot get her dream job because of
her skin colour, but once she uses their product, she finally lands her dream job, achieves good body
image, and somehow boosts her love life.
Therefore, Unilever is also seen as being hypocritical, and their association with Dove could
potentially lead consumers to gain negative feelings toward Doves ad campaign and
experience cognitive dissonance. However, the dissonance in this case may not be so easily resolved
as consumers have to try to rationalize buying products that support a company that promotes the
very thing they believed they were fighting against by purchasing Dove. This may lead to source
derogation, as many consumers may reject the legitimacy and trustworthiness of the creators of the
Campaign for Real Beauty. Consumers may certainly question Doves commitment to their social
mission.

Integrated Marketing Communication Term Project

Term V

Indian Institute of Management Raipur

Section A Group 1

RECOMMENDATIONS:
Decrease in the share of Dove & also the deodorant roll-on market is forecasted to double in
the next 4 years.

Dove should target the roll on market with the use of application.

Roll on has an advantage that it can be applied on the go & portable

OLD SPICE DEODORANTS

SEGMENTATION
Demographic
o Age: 18 30 years
o Gender: Male
o SEC: A,B
o Income: Middle and Upper class
Psychographic
o Lifestyle: Maintain a clean, manly personal
image
o Personality: Macho, confident, bold,
powerful, rugged, innovative, adventure
Behavioural
o Benefits: Long lasting protection with
masculine fragrances, blocks odour, superior
quality grooming product
o Occasions: Daily use
TARGETING:
Primary Target Group: Men who want superior quality personal grooming products with
masculine fragrances.
Secondary Target Group: Females in relationship who are conscious about their mans hygiene
and personal health, and know what their ideal partner should smell like.
POSITIONING:
Old Spice deodorant is positioned as an innovative and masculine product that offers long lasting
Integrated Marketing Communication Term Project
Term V

Indian Institute of Management Raipur

Section A Group 1 protection and an attractive

scent at a moderate price. Makes a man more

manly and smell like a man.

IMC STRATEGY:
Message Theme - The Primary Target Group (PTG) of Old Spice are Men. All their advertisements
and promotional collaterals have the theme of Manliness. The products resonated with their
theme:
Variants - Fresh Lime, Danger Zone, Original, After Park, Musk, Magnate, Fresh, Sport, White
water
Packaging - Old Spice products are always packed in a red coloured pack. Red colour
communicates Confidence and Liveliness. This colour gives product visibility even from long
distance when placed in the shelfs. Red colour stands out when placed with other colours.
Especially when placed with colours like Black.
Message Tone - The TV ads of Old Spice have a Positive tone in communicating the message. The
ads also have a sense of humour in its tone.
Message Appeal - The message has a Emotional Appeal on its consumers. The ads try to give an
emotion of being a man to the audience
Message Style - The ads portray the Personality of a person using the product
Ad Analysis:
The following observations are observed across all the ads of Old Spice:

All their ads feature a bare bodied macho man who will talk something about being manly
Most of their ads will feature a middle aged dark skinned man
The person will involve in Adventurous activities Eg: One of their ads will show a man doing sky
diving

The colours used in the ads will also be very minimal and no bright colours like Yellow is used
Eg: Much like the Old
Spice TV ads with Fabio
and Isaiah Mustafa, this
campaign has a great sense
of humour and wit,
presenting Soman as a
lounging maharaja in one
ad, a karate master, and a
debonair playboy in one.
Our favourite video from
the campaign features a
shirtless Soman on a
elaborate gold throne with
a preening mistress who
flies in his Old Spice using
a toy helicopter. The concept is hilarious, with Soman trotting out lines like, Aap chahiye

Integrated Marketing Communication Term Project

Term V

Indian
Institute
Section A Group 1 international

of

Management

Raipur

polo trophies aur exclusive membership in Monacos elitist

casino? (Do you want international polo trophies and an exclusive membership in Monacos elitist
casino?).
Promotional Channels:

Television

Ads

Banners

and

Posters

Online

Channels
- Social Media
- Facebook
- Instagram

Sales Promotions:
Old Spice ran Seasonal Promotional Campaigns targeting the Sport events like ICL, IPL,
International
Mens day etc.,

Integrated
Term V

Marketing

Communication

Term

Project

Indian Institute of Management Raipur

Section A Group 1

Slogans and Taglines - The slogans and taglines of Old Spice communicate Manliness and that the
product is for men.

Smell like a man

Mantastic

Integrated Marketing Communication Term Project

Term V

Indian Institute of Management Raipur

Section A Group 1

Brand Ambassadors:
In India Milind Soman is the brand ambassador of Old Spice and Internationally Isaiah Mustafa is
the brand ambassador playing the role of THE MAN
RECOMMENDATIONS:
Greater Social media Presence:

The company is relatively active only on facebook while its posts & the followers are not active
on other platforms.

The company should strive to be the talked about brand and increase its appeal to its loyal
customers.

Affinity to Sport and Adventure:

Milind Soman has worked Old Spice as their brand ambassador and the company could use
his personality as a fitness expert

He has been recently more famous for completing Ironman triathlon at an age of 50

Integrated Marketing Communication Term Project

Term V