Marketing Communication Mix | Impulse Body Spray | Report

1. Executive summary:
This study throws lights on the marketing communication mix attempted by Impulse
Body Spray. In this context, first this study provides a brief details of the product. This is again
followed by the discussion regarding the current marketing performance of the company. Further
this study elaborates each of the tools of Communication Mix and their impact on consumer
attitude culture social class, consumer learning as well as personal buying decision making
process. Further, the analysis of the communication mix is followed by a couple of strategic
recommendation to improve the company’s approach to target the diverse segments of
customers.

2. Overview of Impulse Body Spray and its Market Performance:
The impulse perfume is produced by Fabergé. Fabergé is a part of the company Unilever, ehich
is a transnational manufacturer of consumer goods. Impulse was first emerged as a 'perfume
deodorant' in the country of South Africa in the year 1972. Since, then Impulse Body Spray has
kept on modifying itself for making its position in the crowd of innumerable deodorants.
Impulse body spray comes in various forms, to satiate the taste as well as preferences of a wide
range of targeted customers. For instance, it has kept on retaining customers in the extreme
tropical continent-Africa, and attracted the new customers with different models of Impulse
Body spray like ‘Tropical Breeze” from ‘Impulse Shakers range’. In order to attract teen-age
girls who are fond of floral scent, the company manufactures impulse body spray with floral as
well as citrus scent called “Spellbound”, which is a popular fragrance in Australia. Again, for the
working women there is fresh as well as floral faceted fragrance, which lasts long and make the
working women feel fresh, confident and energetic for a long time. For women who are party
lover and desire to be the center of attraction in the party, Impulse body spray has brought a
different aroma, which is actually the foxy fusion of lime as well as sandalwood. There are some
customers who prefer to stay fresh for the whole day without spending any exorbitant amount of
money. They are basically the middle income group, for them Impulse has successfully
positioned its self as a body spray that will help women from all social class to feel young and
fresh and, enchant others with their appearance, without spending much. In order to position
their product Impulse Body Spray, the parent company, Unilever has attempted to create
different perceptions among different segments of customers. Celebrity endorsements for the
young style freak generation who are eager to know about the fashion statement of celebrities
and imitate them. One of the most significant instances of celebrity endorsement is making

Spice Girls the model for Impulse Body Spray. Spice Girls, a popular music gang of girls from
pop genre, consisted of celebrities like Melanie Brown, Melanie Chisholm, Emma Bunton,
Victoria Beckham. The changing trends as well as viewpoints of the society is also targeted by
Impulse Body Spray to position their product successfully. This reflected in the parent company,
Unilever’s first attempt to depict the love and emotions of gay as well as lesbian couple through
their advertisement of Impulse Body Spray. All such effective marketing strategies are the key
factors behind the successful establishment of the brand and popularity of Impulse Body Spray
among a wide range customers as well .
Above is the growth graph of the parent company ‘Unilever’ of which Fabergé is a part of. The
steep rise in the growth of Unilever is the result of diverse marketing strategies for customers
targeted in various countries across the globe. The rise in the revenue in the consecutive years
like -2012, 2015, 2016, 2017, indicated to the successful market positioning of a huge range of
products manufactured by the company. The popularity of Impulse body spray accompanied by

the growth graph of the parent company is suggestive of smooth market operations conducted by
the company.
Critical examination of the company’s current marketing communication
mix:
How it targets consumers Communication Mix Tools Used:
Advertising over electronic media through celebrity endorsement, is one of the most significant
tool for communication mix adopted by Unilever to promote their product Impulse Body Spray.
The company has decided to use advertising through celebrity endorsement as an effective
communication mix tool depending on the attitude of the young stylish women towards body
spray and their tendency to follow the style statement of celebrities. Young independent working
women loves beautiful aromatic deodorant that does not only keep them fresh for the whole day
but also help them create an aura around them with their freshness, style and beauty. Observing
all such factors, Impulse body Spray has endorsed popular celebrities like Spice Girls in 1997,
Neil Morrissey and Emma Harrison are also seen in the Impulse commercials. Group influence,
reflects in the varieties of products introduced by Impulse in the market. The company also
promotes their sales by creating different perceptions for different products through pop up
advertisements online, advertisements over the internet which are generally PPC, i.e. the
company pays to the Google, Bing as well as other search engines for showing their
advertisements to the users. In this case the company pays a fixed amount to those search
engines for each click. Impulse Body Spray fosters scustomer learning through online as well as
offline demonstration, through their blogs as well as e-commerce product description.

For instance, ‘Instantly Innocent’ is a model of Impulse Body Spray released for the teen-age
girls of middle income group. Here, In order to attract, a particular class on the basis of age
group as well as social class who are fond of floral scent, the company manufactures impulse
body spray with floral as well as citrus scent called “Spellbound”, which is a popular fragrance
in Australia. Again, for the working women there is fresh as well as floral faceted fragrance,
which lasts long and make the working women feel fresh, confident and energetic for a long
time. For women who are party lover and desire to be the center of attraction in the party,
Impulse body spray has brought a different aroma, which is actually the foxy fusion of lime as
well as sandalwood. There are some customers who prefer to stay fresh for the whole day
without spending any exorbitant amount of money. They are basically the middle income group,
for them Impulse has successfully positioned its self as a body spray that will help women from
all social class to feel young and fresh and, enchant others with their appearance, without
spending much. Consumer learning processes: Personal buying decision-making processes :
Music concerts arranged by Unilever, Charity programs conducted by Unilever are the
instances of event organization by the company for marketing purposes as well as for creating
positive perception. The music events are organized every year during Christmas which drag
attention of the young music lovers towards the company and its products like Impulse Body
Spray. Further the ‘Charity shows’ arranged by the company in UK, US Africa, Australia,
convey the concern of the company to the unprivileged people in those countries. Such event
help the company to draw attention of the low and middle income group , to the goodwill of the
company. Such positive image created by the company increase evokes the desire of the new
customers from middle as well as low income group to try their products like Impulse Body
Spray. The Summer campaigns arranged by Unilever in Africa as well as Middle East countries,

to demonstrate how Impulse Body Spray can keep the ‘busiest generation’ refreshed and
aromatic all the day, are the other examples of promoting their sales. This way the company
influences the buying behavior as well as personal buying decisions of the youngsters, office
goers, teen-age students, middle-income group as well as low-income groups.
The company has also adopted PR and Publicity, as one of the communication mix tool.
Online contents like blogs, paid ads, pop up Google ads, promotional videos over facebook,
online contests, photographic contests over Instagram press releases are the effective PR tools
implemented by the company to popularize the wide variety of Impulse Body Spray. attitudes,
group influences, Culture and social class. Consumer learning processes. Personal buying
decision-making processes. Direct Marketing, attitudes, group influences, Culture and social
class, Consumer learning processes, Personal buying decision-making processes, Interactive
Marketing, attitudes, group influences, Culture and social class, Consumer learning processes,
Personal buying decision-making processes, Personal Selling, attitudes, group influences,
Culture and social class, Consumer learning processes, Personal buying decision-making
processes : 25
After analyzing the alignment between communication mix as well as the findings, it can be
stated that, Lack of security- Sometimes aviation companies may face hacking as well as spam,
which may hamper mobile marketing
Lines has attempted to do mobile marketing through mobile application initiative. This mobile
application of is named as Fly Delta iPad application. has also established the connection Delta
News Hub for, so that the promotion of Lines has attempted to do mobile marketing through
mobile application initiative. This mobile application of is named as Fly Delta iPad application.
has also established the connection Delta News Hub for, so that the promotion of

Delta Air Lines launched a mobile marketing campaign meant to promote the company's
international business routes and destinations.
teamed up with digital agency Digitas and mobile marketing firm Phone valley for the promotion
(Atalik, Sak & Sezgen, 2015).
Lines has attempted to do mobile marketing through mobile application initiative. This mobile
application of is named as Fly Delta iPad application. has also established the connection Delta
News Hub for, so that the promotion of Lines has attempted to do mobile marketing through
mobile application initiative. This mobile application of is named as Fly Delta iPad application.
has also established the connection Delta News Hub for, so that the promotion of the news of
discounts in tickets, and also the and also the news of several extended features can easily be
reached the customers through mobile marketing has also launched mobile marketing campaign
for the purpose of promoting the international business route as well as destinations of the
company The has also collaborated with digital agency for the purpose of enhancing the quality
of its mobile marketing. The name of the agency is Digitas. It has also collaborated mobile
marketing firm Phone valley for upgrading to mobile marketing. As a result, the revenue from
sales have been increased from 28.06% in the year 2009 to 37.64% in the year 2013 (Atalik, Sak
& Sezgen, 2015).the news of discounts in tickets, and also the and also the news of several
extended features can easily be reached the customers through mobile marketing. has also
launched mobile marketing campaign for the purpose of promoting the international business
route as well as destinations of the company. As per the recommendation, it can be stared that,
Events and experiences, PR and Publicity, Direct Marketing, Interactive Marketing, Personal
Selling, are the other tools for attracting consumers according to their attitude and behavior. As
per the recommendation, it can be stared that, Events and experiences, PR and Publicity, Direct

Marketing, Interactive Marketing, Personal Selling, are the other tools for attracting consumers
according to their attitude and behavior.The has also collaborated with digital agency for the
purpose of enhancing the quality of its mobile marketing. The name of the agency is Digitas. It
has also collaborated mobile marketing firm Phone valley for upgrading to mobile marketing.
As a result, the revenue from sales have been increased from 28.06% in the year 2009 to 37.64%
in the year 2013 (Atalik, Sak & Sezgen, 2015).Reliability issues may occur- Sometimes aviation
companies may face reliability issues like fake news about company which may add to the
negative publicity of the company (Martin, 2014).As per the recommendation, it can be stared
that, Events and experiences, PR and Publicity, Direct Marketing, Interactive Marketing,
Personal Selling, are the other tools for attracting consumers according to their attitude and
behavior. Further Impulse Body Spray needs to increase its online presence through viral
marketing as well as arranging photography contests including customer experience storytelling
over the Instagram.

References:
Atalik, O., Sak, F. S., & Sezgen, E. (2015). A Study on the Measuring of Consumers’ Perception
towards the Mobile Marketing Campaigns in Air Transportation. International Journal of
Academic Research in Business and Social Sciences, 5(4), 85-103.
Martin, C. (2014). The Third Screen: The Ultimate Guide to Mobile Marketing. Nicholas
Brealey.
Shih, R. C. (2013). Effect of using Facebook to assist English for business communication
course instruction. Turkish Online Journal of Educational
Toth, C. (2013). Revisiting a genre: Teaching infographics in business and professional
communication courses. Business Communication Quarterly, 76(4), 446-457. Technology-
TOJET, 12(1), 52-59.
Sharp, M. R., & Brumberger, E. R. (2013). Business communication curricula today: Revisiting
the top 50 undergraduate business schools. Business Communication Quarterly, 76(1), 5-27.
Mai, R., & Hoffmann, S. (2014). Accents in business communication: An integrative model and
propositions for future research. Journal of consumer psychology, 24(1), 137-158.