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MC5080QA: Dove and Unilever: A Powerful Marketing Communication Plan Case Study by Native Assignment Help.
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Marketing communication helps the business to connect and reach more customers (Krizanova et al., 2019). Dove is one of the leading brands of Unilever which has established itself as a distinctive brand by offering a unique range of products. The products of Dove are marketed to assist individuals in recognising internal beauty and it has positioned itself effectively. With the help of this report, a comprehensive integrated communication strategy will be employed by the Dove. An analysis of the brand and the analysis of the company will be investigated in the report. The aim of this report is to develop brand awareness recognise the target market and build a great image.
The brand Dove is owned by Unilever, headquartered in the UK. The brand represents a unique idea where no other cosmetic country could offer such an exclusive and diverse range of products. The marketing objectives of Dove are to:
Specific | Measurable | Attainable | Relevance | Time-bound |
To increase the brand awareness from 10 % to 20% from June to July | When the number of visitors on social media platforms increases. | It is attainable if the number of visitors increases by 10% from previous month to the next month | Relevant to the business style | 2 months |
To increase the market share from 5% to 12% from June to July | If a 7% increase in sales within 2 months can be tracked or monitored. | Based on the previous data, there is an increase of sales from 5 % to 12% within 2 months. | Relevant to overall business goals of Dove. | Timeframe of ? months |
MOSAIC is a marketing platform which is utilised to gain better insights and connect with the customers. The platform uses a combination of demographic, lifestyle and behavioural data to develop customer profiles and create targeted marketing campaigns (Muhammedrisaevna et al., 2020).
Dove is a well-known personal care company with a line of goods that includes shampoos, body washes, deodorants and soap bars. The company is renowned for its advertising efforts that encourage women to have a favourable perception of their bodies and to feel confident in themselves. A few components of Dove's marketing message are listed below: Since its inception in 2004, Dove's Real Beauty campaign has served as a lynchpin of its marketing strategy. Instead of the customarily airbrushed and idealised images that are popular in beauty advertising, the campaign uses pictures of actual women of various ages, races, and body types.
The business may create tailored marketing efforts that respond to the unique needs, wants, and preferences of each consumer segment by utilising the MOSAIC framework. For instance, they can employ email personalisation for devoted clients and experiential marketing to develop brand experiences that appeal to consumers that are adventurous and ambitious (Laurie and Mortimer, 2019). They can also utilise digital advertising to target affluent people on social media sites.
By highlighting the use of natural components in its products and eschewing the use of harsh chemicals that can harm skin and hair, Dove sets itself apart from its rivals. By including actual women in their advertising campaigns, the firm also emphasises encouraging people to accept their natural beauty (Nurmayanti et al., 2021). Dove distinguishes itself from competitors by providing a variety of products that are catered to various skin and hair types, enabling customers to select the products that are most effective for them.
Dove markets itself as a high-end personal care company with a line of luxurious goods that are kind and nutritious to the skin and hair (Nurmayanti et al., 2021). Customers trust the brand since it emphasises the use of natural components and shuns the use of harsh chemicals. Dove positions itself as a company that encourages people to appreciate their natural beauty and fosters a good body image. The goal of its marketing efforts is to position Dove as a company that is concerned about its customers' well-being by encouraging them to feel confident and beautiful in their skin.
A buyer persona is a fictitious portrayal of a company's ideal consumer (Qazzafi, 2020). Here is an illustration of a Dove buyer persona :
Name: Sabinah
Demographics:
Psychographics:
Behaviours
This buyer persona serves as a potential target market for Dove's marketing initiatives. Dove may build marketing strategies that are more individualised and pertinent to their demands by having a thorough grasp of the needs, attitudes, and behaviours of this target group. For instance, Dove should focus on utilising sustainable and eco-friendly packaging for its products and produce social media content that encourages body acceptance and inclusivity. The company can also use its website to provide individualised skincare advice. Dove can increase sales and foster brand loyalty by matching its marketing initiatives to the needs and values of its target market.
An approach to selling a good or service that goes above and beyond conventional advertising strategies and employs cutting-edge concepts and strategies to grab the attention of the target audience is known as creative marketing. Here are a few components of an inventive marketing plan.
Dove may use a unique marketing approach that highlights its dedication to diversity and inclusion as well as its commitment to producing high-quality products that satisfy the demands of all customers to keep standing out in a crowded market (Falahat et al., 2020).
A distinctive and appealing brand identity can help a product or service stand out from rivals and draw in the target market. The logo of Dove contains the beauty heritage in the minds of the customers.
The Dove brand will use a variety of marketing communication tools in its promotion mix to build brand awareness and advertise its products. These components consist of:
The overall goals of Dove's promotion mix are to increase brand recognition, market its products through a variety of channels, and uphold a favourable brand reputation by conducting social and environmental activities. Dove can reach a large audience and establish lasting relationships with its customers by using a variety of marketing communication strategies.
Dove has a significant online presence on Facebook and engages with its audience there in several different ways. Here are some instances of client interaction with Dove on Facebook:
Dove produces and distributes Facebook material that is intended to inform, uplift, and empower its audience (Chen and Lin, 2019). This features articles, videos, and pictures that address a variety of subjects about wellness, beauty, and personal care. Dove uses Facebook to help its customers and provide support. This involves giving prompt, helpful responses to client questions and complaints. By utilising hashtags, producing user-generated content, and taking part in social media campaigns, Dove encourages its customers to post on Facebook about their interactions with its products. This promotes brand engagement and loyalty. On Facebook, Dove has executed several interactive advertisements that invite audience participation and brand engagement (Cheung et al., 2020). For instance, the company has run promotions that invite customers to discuss their experiences, do surveys, and make product feature selections. The brand will create awareness among the customers and it will help them to enhance their brand image.
Activities | Week 1 | Week 2 | Week 3 | Week 4 | Week 5 | Week 6 | Week 7 |
Posting inspirational quotes on Facebook | |||||||
User-generated content to the fans | |||||||
Sharing educational content | |||||||
Hosting Live sessions | |||||||
Running contests | |||||||
Giving away prizes |
Figure 1: Gantt chart
Key performance Indicators are very crucial in evaluating the success of a marketing campaign. The particular KPI which will be utilised depends on the goals and objectives of the campaign. The various KPIs used are
Dove's KPIs are primarily concerned with determining how its campaigns affect sales, consumer engagement, and brand perception. Dove may assess the effectiveness of its campaigns and make data-driven decisions to enhance its marketing strategy by monitoring these KPIs.
Particulars | Cost |
Ad creation | 450 |
Facebook add | 2000 |
Influencer Marketing | 1200 |
Contests and giveaways | 500 |
Analytics and reporting | 600 |
Total | 4750 |
Table 2: Indicative Budget Plan
The cost of designing and creating the ads involves images, videos, and copy. The costs of running the ads on the social media platforms by targeting the particular demographics are recognised as the target audience for the campaign. The costs per impression can vary depending on the competition of the market. The budget covers the costs of partnering with micro and macro influencers to promote Doive products. Influencers will develop sponsored Dove products and share their personal experiences. The budget is suitable as the company will earn more revenue if they invest in the business. The budget is based on the performance of the campaign and it is made sure that it meets the goals and objectives and delivers a strong ROI.
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References
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Cheung, M.L., Pires, G. and Rosenberger, P.J., 2020. The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific Journal of Marketing and Logistics.
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