Assignment (Doc) | Marketing Communication

Marketing Communication 1266
Integrated Marketing Communication (IMC) Plan
LF02
Group 07
Lecturer: Ms. Ong Chin Choo
Dove intense repair shampoo
Name Student ID
SI SU S3772727
Krystal Tan Yi Feng S3745686
Thwe Kay Khine S3772123
Yin Thet Tin S3772958
Chang Jia Xin S3771811
Saw Min Htoo S3772708

Wai Myo Thant S3745765
Table Of Content
2. Current Situation Analysis 3
2.1 - Background Research and Analysis 3
2.1.1 Internal Research and Analysis 3
2.2 External Research & Analysis 4
2.2.1 Macro Environmental Factors 4
2.2.2 Competitive Analysis 5
2.3 Consumer Behaviour Analysis 6
2.2 - SWOT Analysis 8
2.3 - Key Marketing Problem or Opportunity 10
3. Key strategic decisions 12
3.1 Marketing objectives 650000 units target 12
3.2 Communication Objectives 12
3.2.1 Category need 12
3.2.2 Brand awareness 13
3.2.3 Brand Attitude (Brand Image) 13
3.2.4 Brand Purchase Intention 14
3.3 positioning 14
5.0 - Creative Strategy ( Handrick ) 15
5.1 - Creative idea ( Handrick ) 16
5.2: Detailed explanation and mock-up across all media (Yin Thet Tin) 19
6.0 Media Strategy 18% (Krystal) 22
6.1 Justification of Media and Media Vehicles Selected 22
6.3 Media Plan / Schedule & Social Media Content Calendar 33
7. Other IMC activities 33
7.1 point of purchase 33
7.2 Promotion package 35
7.3 Online promotion campaign(hair damage diary) 36
7.4 Road show 37
7.5 celebrity endorsement on social media 38
7.6 Online contest 38

8.2: Demonstrate possible corrective action scenario ( Yin Thet Tin) 39
8.2.1: Cognitive dissonance 39
8.2.2: Claim disbelief 40
Appendix 41
References 47
Executive Summary
2. Current Situation Analysis
2.1 - Background Research and Analysis
2.1.1 Internal Research and Analysis
Dove brand established by Lever brothers began in 1957. When the brand
started, they sold beauty soap bars. From that, they have expanded to
produce a variety of personal care products, including shower gel,
deodorant, cleanser, and conditioner, especially in shampoo. In fact, from
1957 to 2004, Dove was advertising from a product point of view to
introduce the brand to the world. As of today, Dove is one of the most
valuable brands of Unilever.
Today, Dove is the world's top cleaning brand, selling in more than 80
countries with annual sales of more than 2.5 billion euros.
Dove wanted to strengthen the formula for regular shampoo, so he added
“Keratin Repair Actives” to his shampoo, which instantly moisturizes the
inside of the hair and strengthens the roots. The new formula in Dove
intense repair shampoo can instantly repair damaged hair, continuously
moisturizes hair from the inside out, and let women express themselves
more confidently. Besides, Dove is currently committed to developing Dove
intensive repair shampoo as the first choice for women. Dove's brand

promise focuses on being beauty, confidence, and health-conscious.
Presently, Dove intense repair shampoo is not only a trusted brand in
Singapore but a market leader for all shampoos and conditioners.
Dove has been a household name for women's care for many years. In 2016,
Dovewas eighth ranked global cosmetic brand with value worth about 4.1
billion U.S. dollars(citation1). Dove has been a household name for women's
care for many years. As the awareness of having beautiful and healthy hair
grows among women today, more and more competitors are paying
attention to repair damaged hair products.
Dove introduced a shampoo with a deep repair function to help it stand out
from competitors. As well as offering the benefits of sustained nourishment,
Dove takes it to the next level by attracting women by adding "Keratin
Repair Actives" to help Repair deep damage.
2.2 External Research & Analysis
2.2.1 Macro Environmental Factors
Political and Legal Economic
-Political stability in Singapore; It
encourages investors to invest in
countries that benefit the
organization.
-According to the Advertising
Standards Authority of Singapore
(ASAS) ， companies must abide by
certain codes of conduct. It ensures
that acceptable content is made
-Prime minister Lee Hsien Loong
has led Singapore's economy to
steady growth over the past few
years.
-A gradual improvement in the
economy means more purchasing
power for Singaporeans, which in
turn boosts sales. Moreover,
women become more and more
pay attention to their appearance

available to the public.
-Dove Intense Repair Shampoo
meets Health Sciences Authority
(HSA).
and personal image.
Socio-cultural and Demographics Technological
-Singapore women are becoming
more and more health-conscious,
so it is necessary to emphasize the
various health and beauty benefits
Dove can provide.
-English is the common language
used in education and work, so our
advertising campaign will be
promoted in English.
- Social norms and rules must be
observed to prevent a backlash
-With the increase in internet
usage by Singaporeans in recent
times, it would be easier for Dove
to reach their target audience.
-Social media such as Facebook,
Instagram, Twitter and Youtube
have been growing exponentially
in recent years, making them
effective platforms for companies
to reach a wider audience.
2.2.2 Competitive Analysis
Direct competitors
As Dove is the current market leader, it has various competitors in the hair
repair products, such as Pantene and L'Oréal. Dove has more marketing
campaigns and promotions to attract consumers than its competitors in the
Singapore market. Dove also produces a wider range of hair care products,
giving consumers more options than competitors such as Pantene.
Indirect competitors

As for Dove’s indirect competitors, we consider any conditioner where
consumers are able to maintain their healthy hair as a major factor. Indirect
competitors can include hair oil, hair mask and hair conditioner. Main
companies are Pantene and L'Oréal. Dove, for example, has a very positive
brand image as an alternative to our consumers due to its effective and
attractive marketing campaign. In addition, customer's preference is
subjective which is a factor that is not controllable by the organization.
2.3 Consumer Behaviour Analysis
As Dove is a well-known brand, many Singaporeans are familiar with the
range of products targeted at the female consumer. Given that Dove's
current consumers are mostly women, table 1 is a detailed analysis of Dove's
current consumers.
Table 1
Demographi
cs
Women
Psychograp
hics
Personality:
Women Women can use the product anytime at
home.
Tend to maintenance hair quality when
shower in the morning or after work.
Lifestyle
Women Busy, emphasis on physical appearance,
work-oriented, focus on personal image,
work-life balance
Activities

Women Work, go out in a hurry in the morning, no
time to focus on managing the quality of the
hair.
Behaviourist
ic
Women Decision makers
Maintenance healthy hair.
Women tend to buy Dove intensive Repair Shampoo because it can be used
at home, especially if there is no time limit. Dove Intensive Repair Shampoo
women will use Dove Intensive Repair Shampoo for healthy hair, especially
those who are health conscious or care about appearance.
Current Brand Item Evaluation
Marketing Mix
Product Before the traditional Dove shampoo brand, Dove
had a good reputation among consumers, which
was beneficial because it created brand awareness.
Therefore, Dove Intense repair shampoo can enter
the market well and attract the target market.
Price Dove strong repair shampoo costs $11.70 for 700
ml. Compared with direct competitors, the price is
competitive.
Place Dove strong repair shampoos are ubiquitous in
Singapore because they are sold in supermarkets,
convenience stores, and hypermarkets. The
distribution of the product is enormous and the
island wide, making it convenient and easy to reach

when needed.
Promotion Engage in health, beauty, and fun activities to raise
product and brand awareness of the target
audience. Dove's marketing approach is different
from that of its competitors because it consistently
promotes and attracts consumers. Dove also runs
roadshows and events to attract and inform
consumers about the direct marketing of its
existing products.
2.2 - SWOT Analysis
Strength Weakness
Dove is an established brand with
substantial brand equity
Diverse market. Therefore, it is
impossible to propose specific
marketing strategies
Many different varieties in
comparison with competitors
Too many brand extensions,create
confusion
Affordable pricing compared to the
hair treatment of the hairdressers.
Low differentiating point between
competitors
Dove's distribution is massive and
island-wide.
Government has strict rules on the
contents of advertisements,
limiting the creativity.
Strong marketing approaches as
compared to competitors