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