Marketing Communication 1266: Dove Intense Repair Shampoo IMC Plan

This report details an Integrated Marketing Communication (IMC) plan for Dove Intense Repair Shampoo. It begins with a comprehensive current situation analysis, including internal and external research, macro-environmental factors, competitive analysis, and consumer behavior analysis, culminating in a SWOT analysis and the identification of key marketing problems and opportunities. The report then outlines strategic decisions, including specific marketing and communication objectives, such as a sales target of 650,000 units and a 5% market share increase, along with communication objectives related to category need, brand awareness, brand attitude, and purchase intention. The plan includes a creative strategy with a detailed explanation and mock-ups across various media, a media strategy with justification and a media plan/schedule, and other IMC activities like point-of-purchase displays, promotion packages, online campaigns, roadshows, celebrity endorsements, and online contests. The report also addresses potential corrective actions and concludes with references and an executive summary.