Group 7 Presentation

on the IMC of Dove

Ashwathy Jayadev G15073

Debirupa Chakraborty G15077
Ketan Rautela G15086
Ravishu Arora G15104
Vivek Rai G15119

Why Dove?

Reverse Marketing

Psychological Insight vs. Product Insight

Brand Story

Integrated Marketing
Communication
Objective
To

increase Top Of The Mind Recall of the brand through different

channels
To

communicate the consumer insight Beauty is the source of

confidence
Target Group
Women
Urban
Middle
All

between 16 and 50 years of age

and working
and Upper-class

shapes and Sizes"

Integrated Marketing
Communication

Dove has been

Unilever's highestspending brand in the
US for several years,
with measured media
expenditure in 2013 of
$195m, roughly three
times any other group
brand,

Digital marketing
Platforms and Campaigns
Facebook
Twitter

Ad Makeover

- #SpeakBeautiful, #OneBeautifulThought

You

tube - Choose Beautiful campaign, Real Beauty Sketches & First

Fatherhood Moments campaign
Google

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

Digital Marketing
(Ad Makeover)

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

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 Themes

No models/celebrities
Representing Normal women
Targets every age group
Women Desire to be
beautiful
All ethnic group
representation

Mother Daughter
relationship

Message driven
approach

Feel good ads

Print
Womens 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