Dove baby

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Integrated Marketing Communication (IMC) Plan

On

Submitted By Submitted To

Akshit Jain Prof.Amarjeet Patpatia

15BSP0140

Submitted On 19 September 2016

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TABLE OF CONTENTS

EXECUTIVE SUMMARY 3 INTRODUCTION SITUATION ANALYSIS SECONDARY RESEARCH 5 SWOT Analysis 6 STP/Competitor Analysis 7-10 Target Market 11 PRIMARY RESEARCH Research Goals 11 Research Design 12 Primary Conclusions 12 MARKETING STRATEGY POSITIONING STRATEGY 13 COMMUNICATION OBJECTIVES 13 MESSAGE STRATEGY 14 BUDGET ALLOCATION 15 MEDIA STRATEGY PROMOTIONS 18 Reasoning 19 Cost 20 Measuring Effectiveness 20 INTERACTIVE/INTERNET MARKETING 21 Reasoning 21 Cost 21 Measuring Effectiveness 22 PRINT 22 Reasoning 23 Cost 23 Measuring Effectiveness 24 BROADCAST 24 Reasoning 24 Cost 25 Measuring Effectiveness 25 RADIO 25 Reasoning 25 Cost 25 Measuring Effectiveness 25 OUTDOOR 26 Reasoning 26 Cost 26 CLOSING RECOMMENDATIONS 27 APPENDICES 28-39 REFERENCES 40

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EXECUTIVE SUMMARY

Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods Company with a

heritage of over 80 years in India and touches the lives of two out of three Indians.HUL works to create a

better future every day and helps people feel good, look good and get more out of life with brands and

services that are good for them and good for others.

Dove grew from a moisturizing Beauty Bar into a global brand with a range of products: body washes, hand

and body lotions, facial cleansers, deodorants, shampoos, conditioners and hair styling. In 2004, Dove

began its Campaign for Real Beauty, followed by the creation of the Dove Self-Esteem Fund in 2006. Now

it is coming in Baby Products as Dove Baby in Indian Market

These alternative strategies will be discussed in the conclusion of the plan.

To better understand the Baby care market both secondary and primary research were conducted. The

research showed that the wound care market is dominated by Johnsons & Johnsons After analyzing the

research results, the following communication objectives were determined

Create awareness of Dove brand and product among 65% of the target audience, after IMC Plan

and product are launched, within the first year.

Create interest in the Dove brand in Baby product segment among 45% of the target audience,

within the first year after the IMC Plan implementation and product are launched.

Increase consumer knowledge especially Women as Dove is basically for women and relating with

a strategy like mother skin gets soften so as same of her baby and in both cases Dove is Best Choice

featuring differentiating attributes (Gentle enough to use on sensitive skin, Formulated with ¼

moisturizing cream to help prevent dryness, Hypoallergenic formula, Tear-free, Suitable for

regular use) to 30% of the target audience, after IMC Plan implementation and product are

launched, within the first year

To achieve these communication objectives DOVE BABY must structure its messaging strategy

around the New Product Innovation Adoption Model, and as such, focus on increasing awareness,

knowledge, trial, and eventual adoption of the HUL brand.

The positioning strategy derived from the primary research includes the slogan: “Soothe

sensitive dry skin with this hypoallergenic baby body wash and shampoo with ¼

moisturizing cream”.

The recommended media strategy for DOVE BABY consists of six mediums: Public Relations,

Direct Mail, Promotions, Interactive/Internet Marketing, Print, and Broadcast. All of these

mediums effectively communicate with the target market and reach consumers in a unique way.

Due to the confidential nature of the product and limited access to data, this IMC plan represents a

realistic exploration of viable communication options within speculative budgetary resources. As

such, program elements recommended herein represent a best case scenario, and although not

necessarily feasible at product launch, may be implemented at will.

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INTRODUCTION

Owned by Hindustan Unilever Limited

Headquartered (HUL) in Mumbai India

Products sold in more than 80 countries – men, women, babies

Bath time with your baby is special. Which means you need a special baby

product to go with it.

Dove is coming in Baby care market which will keeps baby’s skin soft from one

bath to the next. Hypoallergenic, and with our ¼ moisturizing cream, its gentle

cleansers clean baby’s skin and hair while helping to retain the moisture it can lose

in the bath – up to 5 times faster than adults. And since it’s tear-free, it is safe for

baby

Dove is mostly preferred by women as it softens their skin and in Dove Baby same

strategy is going to use to attract target audience

Dove grew from a moisturizing Beauty Bar into a global brand with a range of

products: body washes, hand and body lotions, facial cleansers, deodorants,

shampoos, conditioners and hair styling. In 2004, Dove began its Campaign for Real

Beauty, followed by the creation of the Dove Self-Esteem Fund in 2006. Now it is

coming in Baby Products as Dove Baby in Indian Market

The purpose of this Integrated Marketing Communications Plan is to present a

messaging strategy for the release of a new baby care brand called DOVE BABY.

This marketing plan will focus on highlighting the key attributes of the baby care

products and communicate the distinctive competencies of the DOVE product to the

consumer baby care market. Upon implementation, the intention of this plan is to

capture market share from already established competitors and bring DOVE BABY

to the forefront of the baby care industry.

The focus of this plan is on the consumer market, and does not take into

consideration the institutional markets, such as hospitals, physician offices, nursing

homes etc., as HUL will use Baby care of Today’s channels for that task.

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SITUATION ANALYSIS

SECONDARY RESEARCH

In order to create an Integrated Marketing Communications plan it is

necessary to fully understand the relevant markets and industries. To gain this

understanding, secondary research was conducted to analyze the competitive

environment, market trends and consumer characteristics.

In India, the low penetration of the baby care sectors and less number of

organised players in the baby retailing segment which contributes nearly 93% of the

sector’s revenue it can be said that the sector is in a very nascent stage and it is likely

to enter growth stage with the change in consumer habits of the Indian population.

The industry is facing a myriad of problems like scarcity of raw materials and

preference of people to cheaper substitutes. The industry is expectant of registering

a remarkable growth on the account of increasing baby population in India, increase

in disposable income of parents, change in consumer habits of parents and frugal

innovation done to reduce the cost of various baby care products in the Indian

market. The sector can further increase its growth rate by increasing the penetration

of the baby care products in the rural market with better distribution network.

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SWOT Analysis of Dove Baby

STRENGHTS

Gentle enough to use on sensitive skin

Formulated with ¼ moisturizing cream to help prevent dryness

Hypoallergenic formula

Tear-free care product for baby

Suitable for regular use

Flagship product of HUL with strong brand awareness through

advertising and branding

WEAKNESS

Maintaining a global brand can be problematic as retailers can cause sale of

expired products

Being a global brand means operations are disturbed by market fluctuations

OPPORTUNITIES

Acquisitions of other smaller companies and increasing broad brand presence.

Bringing out a range of more portable products for economy class and

increasing rural penetration

Continuous innovation

THREATS

Increased Competition in this market segment (Johnson & Johnson having a

share of almost 75% of baby care market in India)

Popular only in Metro cities

Only for higher income and upper middle class group

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STP (Segmentation, Targeting & Positioning) of Dove Baby

Segment Personal Health Care – Soap, Hair Care, Deodorants & Baby products

Target Group Mostly urban families (Babies aged 0-5yrs)

Positioning Promise to healthcare of Baby sensitive skin

Competitors & Market Share of Baby care Products in India

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Competitor Analysis

There are many different products within the Baby care industry. Items are available

in a vast array of assortments, styles, and sizes. Each product has an overall

distinguishing feature or distinctive competency that its respective marketing

campaigns highlight. While all of the competing products promote baby skin

protection, none of the products are able to actually promote 2 in 1 baby wash and

shampoo which is gentle enough to use on sensitive skin, Formulated with ¼

moisturizing cream to help prevent dryness using Hypoallergenic formula that Dove

Baby makes possible.

The primary competitors for Dove Baby are Johnsons & Johnsons (Key Player),

Dabur, Himalaya etc.

What Is DOVE BABY?

• 2 in 1 baby wash and shampoo

Made with ¼ moisturizing cream, this hypoallergenic formula cares for baby’s skin

and helps protect against dryness.

Tear-free, with Dove Baby Sensitive Skin Body Wash + Shampoo you won’t need

to worry about any tears from your little one at bathtime (at least not from their

shampoo). To use, simply wet baby’s hair and skin with warm water and wash gently

with your hands or a wash cloth.

ABOUT THE PRODUCT

• Gentle enough to use on sensitive skin

• Formulated with ¼ moisturizing cream to help prevent dryness

• Hypoallergenic formula

• Tear-free

• Suitable for regular use

INGREDIENTS

Aqua, PEG-80 Sorbitan Laurate, Sodium Trideceth Sulfate,

Acrylates Copolymer, Glycerin, Cocamidopropyl Hydroxysultaine,

Disodium Lauroamphodiacetate, PEG-150 Distearate, Sodium

Laureth-13 Carboxylate, Styrene/Acrylates Copolymer, Anthemis

Nobilis Flower Extract, Olibanum, DMDM Hydantoin,

Phenoxyethanol, Tetrasodium EDTA, Etidronic Acid, Iodopropynyl

Butylcarbamate

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Pricing for competing products within the Baby care industry is highly competitive

The following table represents the current pricing for products that most closely

compete with DOVE BABY Wash+ Shampoo segment

Pricing Analysis Brand Price Range (in Rs.) Quantity in Each Bottle (in ml)

Johnsons & Johnsons Baby

Shampoo

Rs.325 475ml

Himalaya Gentle baby Rs.280 400ml

Chicco Baby Moments Rs.360 500ml

Mee Mee Baby Shampoo Rs.255 500ml

Johnsons Head to Toe Wash Rs.280 500ml

Dove Baby Wash+Shampoo Rs.270 450ml

Above price data is based on only Baby shampoo and wash and Dabur & Wipro not offer shampoo in Baby segments Actual prices are taken from the official websites of above listed companies

Johnson & Johnson India Johnson & Johnson spread its root into India 67 years ago. Since then, the Company

has brought many innovative ideas, products and services to improve the health and

well-being of people in India. The Company today employs more than 3,000 people

and is organized into three business segments: Consumer Healthcare, Medical

Devices and Pharmaceuticals. Generations of mothers in India have placed their trust

in JOHNSON'S Brand to provide them with safe, clinically proven mild and gentle

products for their babies. We also lead in the areas of feminine hygiene, facial

skincare, wound care, cough & cold, oral care among others through iconic brands

such as Stayfree, Clean & ClearTM, BAND-AID, Benadryl and Listerine

Himalaya Baby

For over 80 years, Himalaya have made research the core of everything. From 1930,

it have been at the forefront of herbal research, developing widely prescribed

phytopharmaceuticals like Liv.52, Cystone and Septilin. Under our pharmaceutical

banner, we also have a dedicated pediatric portfolio with products like Bonnisan and

Bonnispaz, herbal formulations for the treatment of indigestion and colic. Backed

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by over 200 clinical studies, the range is prescribed by pediatricians across the

country. The products have become household names and are widely trusted by

mothers. Understanding of herbs that work best for children’s internal health has

helped us to develop a range of baby products that are just right for your baby’s

topical wellness.

At Himalaya, the science of baby care is geared towards bringing the very best of

natural care for the most precious person in your life. Our science of baby care is

backed by a strong team of scientists who have carefully selected time-tested herbal

ingredients for our Baby Care range. The products have been developed, keeping in

mind the special requirements of baby’s skin. They are clinically tested to ensure

safety and efficacy. So, when you choose Himalaya for your little one, you can be

rest assured that you are choosing the very best!

CHICCO

The largest baby brand in all of Europe, Chicco is part of the global Artsana Group,

a holistic, innovative lifestyle company that encompasses everything you need to

care for all generations of a family, from baby feeding systems to cosmetics to

medical supplies.

For more than 50 years, Chicco has stood for excellence. Named for founder Pietro

Catelli's firstborn son Enrico, the Chicco brand (pronounced "kee-ko") has remained

a core brand of the Artsana Group, which not only produces baby products, but also

high-quality hypodermic needles, thermometers, and syringes. Pietro Catelli's

passion for personal wellness drove him to expand his company to offer a breadth

of baby care products that enhance and support the pleasure of raising children from

pregnancy to preschool. Chicco is now in more than 120 countries over six

continents.

Dedicated to meeting the vital physical and psychological developmental needs of

children in the first three years of life, Chicco collaborates with experts in the

medical and scientific fields to ensure each new product is developed in accordance

with the latest and best research.

With a strong belief that every product must be tried and tested in the field as well

as the lab, Chicco works with educators and parents for hands-on, real-world

assessments to ensure each innovation meets the specific needs of children in each

growth phase.

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Target Market (Secondary Research Conclusion)

It is recommended that Dove implement a Differentiated Marketing Strategy to

communicate its marketing message, which involves marketing in a number of

segments but developing separate marketing strategies for each. The bases for

segmentation are demographic, behavior, and psychographic. The relevant

demographic factors for this product launch are age and ethnicity. The target market

for Dove Baby are parents of babies’ ages 0-5 years of age. Making them the primary

users of this product.

Dove Baby needs to target the household purchasers, namely mothers, fathers,

guardians, Dove should also develop a separate campaign using cultural images and

languages that target the Urban market, comprising 50% of the Indian population.

Research also shows that the urban Indian market is especially brand loyal, has larger

family sizes with 3.5 people, compared to the national average of 2.7 people, making

it a very attractive market for emerging brands.

Within the target market of mothers of young Babies,Dove should focus on

psychographic variables, such as lifestyle. The Lifestyles of Health and

Sustainability (LOHAS) is an emerging psychographic segment, which includes

nature- and eco-conscious consumers. This $200+ Billion market, expecting to

double by 2017, and quadruple by 2020.

PRIMARY RESEARCH

Research Goals The following were the five main research objectives:

What is the demand among parents of babies ages 0-5 years of age in the India

for baby product?

What are the best avenues for contacting and communicating the target

market- parents of babies ages 0-5 years old?

When and how often do parents of babies, ages 0-5 years of age, purchase

baby products?

Are the aforementioned demographic of parents willing to pay more than the

current average price of baby products for sensitive skin of baby?

What parents expects that a product should offer for their sensitive babies?

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Research Design

After determining the primary research goals in-depth interviews were conducted

with parents of children ages 0-5 years of age. It was concluded that in-depth, or

probing interviews were the most effective method of research for Dove Baby due

to the legal constraints regarding the technological innovation and product

differentiation of Dove. Large surveys were inapplicable because of the necessary

explanations involved in describing Dove (without actually describing Dove Baby)

and the aforementioned limitations of information available for disclosure.

Forty parents, male and female, were interviewed for approximately thirty minutes

each, and were probed about baby product, shopping history, and preferred media

vehicles.

The in-depth interviews were selected as the primary research tool, as it is believed

that the dynamics of in-depth interviews would promote further discussion. This

constant conversation and the ability to bounce ideas and thoughts off of one another

is valuable when speaking with parents. Interview questions can be found in

Appendices A, B, and C.

Primary Conclusions

After conducting the primary research we were able to answer the primary research

objectives. Firstly, it was found that there is a 100% demand among parents of baby

ages 0-5 years for Dove baby that provide advanced solution for sensitive skin of

baby.

Secondly, it was found that the best avenues for contacting parents and encouraging

bandage trial and purchase is through direct mail, public relations, point-of-purchase

displays, promotional events, Internet, and Television.

Parents overwhelmingly stated that they keep a stock of all baby products (shampoo,

soap etc) in the home. These same parents said they would be willing to spend more

than the current average price of baby products as they don’t want to compromise

with the sensitive skin of baby similar to what Dove baby will offer

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MARKETING STRATEGY

POSITIONING STRATEGY

The baby care market is dominated by Johnsons & Johnsons®. Currently, Baby care

products are synonymous with Johnsons & Johnsons®, and consumers use to buy

baby product by saying give Johnsons baby oil, shampoo etc. The launch of the HUL

Dove Baby will need to disrupt this market and position itself as the leading and

superior Baby product same as it position dove soap to women and their beauty.

For parents and guardians of children ages 0-5, Dove Baby is a product that provides

Gentle enough to use on sensitive skin, Formulated with ¼ moisturizing cream to

help prevent dryness enabled by a patent-protected technology (Hypoallergenic

formula),unlike the current baby product manufacturers, such as Johnsons &

Johnsons®, which only says clinically proven but not reveal formula used to

manufacture the product. The unique selling proposition (USP) of Dove Baby

Soothe sensitive dry skin with this hypoallergenic baby body wash and shampoo

with ¼ moisturizing cream same as it is proven by smoothing the skin of

mothers (women) using Dove Bathing soap. Which can be communicated using

the tagline, “Real beauty from Real Care”.

As baby product market in india are a low-involvement product, HUL Dove will

leverage its positioning strategy to move rapidly through the peripheral route of the

Elaboration Likelihood Model, changing consumer beliefs, behaviors and attitudes,

respectively.

COMMUNICATION OBEJCTIVES

Create awareness of DOVE brand in baby segment among 65% of the target

audience, after IMC Plan is implemented and product are launched, within the

first year.

Create interest in the Dove Baby brand among 45% of the target audience,

within the first year after the IMC Plan is implemented and product are

launched.

Increase consumer knowledge especially Women as Dove is basically for

women and relating with a strategy like mother skin gets soften so as same of

her baby and in both cases Dove is Best Choice featuring differentiating

pg. 14

attributes (Gentle enough to use on sensitive skin, Formulated with ¼

moisturizing cream to help prevent dryness, Hypoallergenic formula, Tear-

free, Suitable for regular use) to 30% of the target audience, after IMC Plan

implementation and product are launched, within the first year

Increase trial of the Dove Baby to 20% of the target audience, within the first

year after the IMC Plan is implemented and product are launched.

Increase adoption and regular use for the Dove Baby to 10% of target

audience, after IMC Plan is implemented and product are launched, within the

first year.

MESSAGING STRATEGY

Cognitive messages are an effective communication strategy when introducing a

new, low involvement product, similar to Dove Baby, which has a key product

differentiator. The New Product Innovation Adoption Model suggests a cognitive

pathway a consumer follows, resulting in the purchase of a completely new product

or service. There are five stages: knowledge, persuasion, decision, implementation

and confirmation.

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In the knowledge stage of this model, consumers need to learn about the product that

previously did not exist, and understand its benefits. Therefore, Dove Baby’s

messaging strategy must undermine the preexisting beliefs regarding Johnsons &

Johnsons Brand® through the use of comparative advertising.

Secondly, HUL must spread awareness and increase the knowledge of the innovative

and technological superiority of its product using rational appeals. The breathability

and lack of chemicals of the Dove Baby must be emphasized at this stage, and the

benefits of Hypoallergenic formula of the Dove explained.

Certain behavioral techniques can be used to help change consumers’ minds:

1) Classical Conditioning: repeated pairing of the Dove Baby logo with the notion

of Dove Bathing Soap.

2) Instrumental Conditioning: create an inherent, positive association between the

Dove and Dove Bathing Soap (means connecting moms with their baby).

3) Observational Learning: as more consumers sample the Dove baby and

experience the improved skin & health of baby , others can learn vicariously about

the product as they observe their peers’ positive experience

After gaining knowledge of Dove baby advanced Hypoallergenic formula using

rational appeals, consumers need to be persuaded to decide to try the new product.

In order to persuade consumers,HUL must use fear and emotional appeals to target

concerned parents or guardians.

The implementation stage must include trial of the Dove Baby. This will be achieved

through selected marketing mediums such as promotional events and direct mail.

Lastly, in the confirmation stage consumers will have gained knowledge & benefit

of the Hypoallergenic formula, experienced the sensitive skin of baby Formulated

with ¼ moisturizing cream to help prevent dryness that the product enables, and

decided that Dove is indeed a superior product in baby segment.

BUDGET ALLOCATION

The media vehicles listed below were chosen based on the specific demographic

profiles of the Dove Baby target market. See Appendix D for more information and

specific pricing quotes from each chosen vehicle. The most effective way to utilize

the chosen vehicles is using continuous, flighting, and pulsing schedules.. Regarding

pg. 16

the media schedule for specific day parts, see Appendix J for a graph of reach

among population.

ADVERTISING BUDGET ALLOCATION ON SEVERAL MEDIA PLATFORMS

Radio

2%

Akashvani

98.3 Radio Mirchi

Other Radio Stations

Rs.10,00,000

Rs.10,00,000

Rs.30,00,000

Rs.50,00,000

Outdoor

15%

Billboards

Kiosks

Transit Media (Moving Buses,Auto,others)

Rs.1,00,00,000

Rs.1,00,00,000

Rs.1,00,00,000

Rs.3,00,00,000

Promotions

15%

Events- Post Card- 6” x 8.5” including sample

Tri-Tray Floor Display- 5’

One-Sided “A” Frame Floor Display- 4.5’

Standard Counter Display- 18”

12 Pocket Side Wing Display- 4’

Rs.50,00,000

Rs.35,00,000

Rs.1,00,00,000

Rs.35,00,000

Rs.30,00,000

Rs.2,50,00,000

Internet

8%

WorkingMother.com- Skyscraper Ad 160 x 600

MSN.Com- Banner ad 300 x 250

Google AdWords

Yahoo!/Flikr

Facebook

Rs.50,00,000

Rs.25,00,000

Rs.75,00,000

Rs.40,00,000

Rs.10,00,000

Rs.2,00,00,000

Print

20%

Garahshobha Hindi Magazine Times of India Danik Bhaskar India Today Women Wealth Other Hindi/Regional/English Magazines & Newspapers

Rs.30,00,000 Rs.50,00,000 Rs.35,00,000 Rs.35,00,000 Rs.50,00,000 Rs.1,50,00,000

Rs.3,50,00,000

MEDIA CHANNEL/COMPANIES PER COST TOTAL AMOUNT

pg. 17

Broadcast

40%

Cartoon Network-Daytime (9:30am - 3pm)

Pogo- (1) :30, Early Fringe/National (3pm - 6pm)

Life OK- (1):30 Daytime/local(11am-12pm)

Sony- (1):30 Daytime/local(12pm - 1pm)

Zee Entertainment- primetime (7 pm- 10pm)

colors- (1):30 Early/local(6pm - 10pm)

Disney India- (1) :30, Day Spot (M-F 8am – 3pm)

Star Plus- (1):30 Prime Spot (M-Su 6pm – 2am)

Rs.50,00,000

Rs.50,00,000

Rs.1,00,00,000

Rs.1,00,00,000

Rs.1,00,00,000

Rs.1,00,00,000

Rs.50,00,000

Rs.50,00,000

Rs.6,00,00,000

TOTAL Rs.17,50,00,000

pg. 18

MEDIA STRATEGY

1. PROMOTIONS

Within the medium of Promotions, both promotional events and Point-of-Purchase

(P.O.P.) displays are important for Dove Baby to employ.

At the promotional events HUL will participate in, it is critical that the Dove baby

are distributed for consumers to sample. This will encourage consumers to use the

product and possibly make the decision to continue using the product for their baby.

When consumers experience the soften and healthy skin of the baby using Dove

Baby, they are more likely to switch Baby products brands and become brand loyal

to Dove Baby. Each trial package that is distributed at events will contain a single

10ml of bottle featuring the different designs, styles, and colors Dove offers. The

packages will also contain a coupon for a discount when purchasing the Dove baby

at local retailers. A sample of the promotional package can be seen in front or last

page of Report.

The venues where Dove baby chooses to hold these promotional events are

important, and should be selected carefully, while keeping the target market in mind.

It would be most beneficial to target events where parents having babies are present,

such as jog-a-thons, walk-a-thons, holiday festivals, fairs and other relevant

community events. These types of events offer an ideal situation for Dove in that

both segments of the target market, children and parents, can interact with the Dove

product.

P.O.P. displays can include end-of-aisle displays, in-store banners, check-out

displays, product packaging, and in-store digital displays, such as televisions in retail

outlets and pharmacies. The packaging of the actual product can also be leveraged

as a communication medium. Packaging is essential in showing consistency between

all marketing efforts and tangibly emphasizes a brands’ core values. It provides

consumers with product information including use, composition, and sales

promotions.

Product differentiation employed through packaging design efforts aims to attract

attention among competing products within the shelf and/or aisle, and creating a

favorable impression in consumers’ minds is essential to solicit the desired

emotional and behavioral response.

Consumers are increasingly valuing eco-friendly packaging, and manufacturers and

retailers are following this trend as well. Future Group recently identified potential

savings in excess of Rs.100 crores by reducing product packaging and has increased

requirements to reduce environmental impacts of the products it sells. In a recent

study by Mintel, 1/3 of consumers reported they would pay more for eco-friendly

pg. 19

products. Consumers also admit to not directly seeking green products, but consider

it a plus when making the ultimate purchase decision. Since “all-natural” healing is

a key attribute of Dove Baby (using hypoallergenic formula), the packaging should

utilize natural, recycled, biodegradable material and soy inks to maintain consistency

with brand image. While it may not be viable to use 100% green manufacturing, all

efforts to place Dove Baby in the green-friendly category of products is

recommended.

In order for the packaging to convey the Dove baby brand image, we have developed

several features to be included, specifically key colors (blue, green, and white) and

attribute bubbles. Color plays a large role in emulating product attributes. For

example, blue represents trust, which is important in building brand loyalty, green

represents both nature and success, which reinforces the products natural claim, and

white represents purity, reinforcing that this product is void of chemicals.

The package should also display key attribute bubbles. The most important

attributes to highlight are “no-chemicals,” “Hypoallergenic formula,” and “Tree free

solution.”

Reasoning

Promotional events will aid in Dove baby’s success in the market. By having a

presence at relevant events, such as community fairs, Dove has the opportunity to

directly communicate with its potential consumers, while simultaneously building

brand equity Consumers can have an interactive conversation with a Dove baby

representative as opposed to the one-sided aspect of other conventional marketing

tools. The one-on-one discussions that promotional events enable can be a very

powerful and persuasive marketing tactic for Dove Baby.

It is not enough for consumers to learn about the product, trialing the bandage and

experiencing the benefits of Dove baby is crucial to its success.

In addition to Dove baby presence at promotional events, HUL should implement

P.O.P. displays in pharmacies and retail outlets across the nation. An advantage of

P.O.P displays is their ability to inform, excite and persuade consumers about the

advantages of the bandage while in-store. Because these displays are disruptive at a

critical time in the purchase cycle, marketing efforts “closer to the point-of-sale have

a higher return [when compared with marketing efforts employed outside of the

retail setting]”. P.O.P. displays also address and target consumers who are not

familiar with the HUL brand and product offerings prior to entering a retail setting.

pg. 20

This medium allows Dove to influence the undecided consumers. The importance

of this type of uninformed consumer is highlighted by the fact that nearly 60% of

consumer purchases are unplanned, illuminating the necessity for in-store marketing

efforts. Using P.O.P. displays, Dive can provide information about the product,

enhance the brand image, and increase awareness of Dive baby in the minds of

consumers. In a study by Moving Tactics, “72% [of customers] rated [in-store]

digital advertising as either very effective or effective [with] 24% being reminded

of specific products they wanted to buy.”

Cost

The cost associated with the promotional events will be relatively low. The main

costs will be the sample given away, the marketing piece, and the payroll expenses

for those HUL employees working at the events. The cost of the product cannot be

determined until manufacturing begins, but the cost to produce the marketing piece

that the Dove baby is distributed with will be around Rs.100 per piece. To maintain

consistency and overall brand continuity, it is recommended that HUL use the same

marketing materials at promotional events as it does in its direct mail campaigns.

Labor costs for these events can be very minimal through the use of unpaid interns

who are looking for marketing experience. Essentially the only cost would be the

hiring, training, and uniform costs.

Similarly, the costs associated with the P.O.P. displays and in-store promotions can

range from Rs.6000-Rs.20000 for the actual displays. There are also costs inherent

in the relationship management with the partnering retailers, such as placement

negotiations and incentive programs.

Measuring Effectiveness

There are several ways that HUL can measure the success of promotional events.

Firstly, the coupons in the trial packets could contain a promotional code to be

entered on the HUL website, providing a way to measure the amount of consumers

who followed through with obtaining more Dove baby, based on their experience at

the promotional event. Dove can track the amount of coupons and trial packets

handed out, as well as the amount of consumers who redeemed the coupon.

The most effective way to measure the success of the P.O.P. displays is by

dispensing coupons at the location of the P.O.P. This can be executed using an

electronic dispenser or a pad of tear-off coupons attached to the actual display itself.

Here, the coupon code would translate the information about the displays location,

redemption rate and value the display contributes to the sale of Dove baby. Sending

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Secret Shoppers to select retailers will measure the effectiveness of incentive

programs and negotiations, and ensure the P.O.P.’s are being utilized properly.

2. INTERACTIVE/INTERNET MARKETING

It is recommended that HUL market the Dove baby. on the Internet by using

online ad buys, banner ads, search engine optimization (SEO), and a company

Website.

HUL should purchase online ad buys and banner ads on these specific sites:

AOL and Google AD words, both of which have high index scores among mothers

Social Networking sites to utilize world-of-mouth marketing at Facebook and

WhatsApp

Popular websites to leverage their expanded reach such as Google, Yahoo, MSN,

Amazon, Flickr, and Photobucket

MIG should utilize Search Engine Optimization (SEO), when advertisers pay only

when a consumer clicks on an ad or link from a search engine page, on select sites.

The volume of searches broken down by the different search engines is shown in the

figure below

The creation and maintenance of an informational and interactive website is key for

the success of Dove baby

Reasoning

The Internet is an important medium for HUL to utilize when implementing its IMC

plan, as 35% of mothers said they were very likely to use the Internet for product

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information, advice or general information. Additionally, many busy mothers today

turn to popular social networking sites to gain insight into new products for their

children from other mothers who comprise these online communities. 64% of

mothers say they rely on recommendations when making purchases for their child,

highlighting the importance for Dove baby. to ensure its product and brand is a topic

of discussion amongst mothers engaging in social networking.

SEO is another effective marketing avenue available on the Internet, and is the

number one way Internet users find new businesses, products, and services SEO also

works to increase awareness about Dove baby. with journalists as well as

consumers. 92% of journalists working at newspapers, magazines and broadcast

outlets nation-wide go online, and 81% say they search online daily for relevant

information, improving the efficacy and reach of any MIG public relations efforts.

Please see Appendix K for further information and guidance regarding SEO.

Cost

The cost of online ad buys are virtually the same regardless of whether HUL

purchases online ad buys from Google, Yahoo, Flickr, or other major search engines.

A Dove baby. online ad buy will cost around Rs.40/click. Banner ads are more

engaging and eye-catching to consumers surfing the Internet, but their prices can

range from Rs.10000-50000 per click

Measuring Effectiveness

There are many tools that companies can utilize to measure the effectiveness of

Internet presence. In order to better understand the effectiveness and analyze which

online marketing tactics are the most beneficial for Dove baby., the company needs

to use following applications:

For Online Ad Buys Dove baby can use online analytics tools to obtain

the:

Average Cost-per-Click on Ad purchases

Click-through rate

Time spent on website

Conversion Rate

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For Website traffic, Dove baby can utilize Google Analytics to measure

the:

Number of Unique, and Total Visitors to site

Time spent on website

Number of Pages Viewed

Link popularity

3. PRINT MEDIA

Magazines and newspapers are the most relevant print media vehicles for HUL to

utilize when launching its Dove baby. MRI reports that Women’s Day, India Today,

Garahshobha (Hindi), Women wealth are some top magazines for Dove baby, target

demographic: mothers of young babies. These magazine advertisements should

include images of cute babies, as 75% of mothers rank ads that feature children as

highly effective, as well as free-standing inserts with a sample of the Dove baby

because trial of the product is crucial. See Appendix D for a sample Print ad for

Dove baby. Another method to solicit product trial is to have the ad printed on the

newspaper packaging or plastic bag providing a sample in a pocket of the

packaging.

Reasoning

In addition to high receptivity and involvement, magazines offer exceptional

duplication quality, creative flexibility, and permanence. Magazines provide high

selectivity, both demographically and geographically, and cater to special interest

groups. This enables companies to tailor its message and successfully communicate

with its target markets. Magazines also contain a certain prestige, which often

transfers to its advertisements, thereby improving a brand or product’s image in

consumers’ minds. Research shows that when mothers allocate time to reading, they

read magazines, and that the average mother reads 4.1 titles a month, with 3 of them

being delivered to her home, illuminating that fact that magazines serve as a primary

source of information for mothers regarding the purchase of products and services.

There are several advantages of newspaper advertising as well, the primary

advantage being the penetration of daily newspapers. Fifty percent or more of

households read a daily newspaper, and the reach figure may exceed 70% among

households with higher incomes and education levels. Because there is overlap

among Dove baby’s core demographic and the core demographic of newspapers, the

saturation of newspaper readership presents an advantage for HUL. Sunday editions

of the paper capture 5% more adults versus weekday editions and 80% of consumers

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find newspaper ads most helpful in weekly shopping. Utilizing the newspapers

packaging eliminates the risk that the ad and/or sample will get overlooked in the

clutter of other free-standing inserts that are featured in the Sunday edition.

Another advantage of using newspapers as a marketing tool is the regional selectivity

it offers marketers. This allows marketers to tailor messages for a specific

geographic area or target market, thus improving the marketing return on

investment.

Cost

Costs to advertise in the aforementioned magazines range from Rs.35,00,000 to

Rs,50,00,000 for one run of a targeted, national advertisement. A “run” or an

advertisement depends upon the printing and publication cycle of various

magazines, but for Dove baby’s target magazines, is about one month.

The additional cost of the sample Dove baby provided with the newspaper or as part

of the magazine advertisement must also be included in the total price.

Measuring Effectiveness

The key ways HUL can measure the effectiveness of its print marketing campaigns

are through inquiry tests, recognition tests, and recall tests. Inquiry tests offer

measurement of the ads effectiveness based on the number of inquiries generated,

reader response cards, and number of coupons used for purchase. Split-run tests

should be employed in initial ad runs to determine which specific ad generates the

strongest response. Recognition tests or Starch tests give the marketer statistics on

percentage of readers who saw the ad, percentage who recall any part of the ad

identifying product and/or brand, and percentage of readers who read at minimum

half of the ad copy. Recall tests give an accurate measure of those that can recall the

ad, the point of sale options readers recall, and the attitude or reaction toward the

brand as a whole.

4. BROADCAST

Television offers advantages over the other mediums, such as pervasiveness and

amplified expressiveness. For the Dove baby our primary objective is to spread

brand awareness among our target market: mothers. The ideal medium to do this is

television, specifically during the day. Television combines picture, sound, and

motion, which engage viewers on multiple sensory levels. This medium also has

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considerable reach compared to other mediums, as over 98% of Indian households

have at least one television.

The Dove baby commercial will be a short, 30-second spot that features young

children, as research shows that over 2/3 of mothers state that commercials featuring

children are more effective in communicating messages. See Appendix G for a

sample storyboard of this 30-second commercial.

HUL should also employ narrowcasting to allow for a more targeted and focused

reach. Research shows the top channels that the Dove baby target markets watch are

the Cartoon Network and the Star Network on Cable Television, and Daytime Talk

Shows, Early Evening News, and Daytime Dramas on Zee Entertainment, Star and

Sony

Reasoning

Television combines imagery with sound and movement, making it the premiere

medium for communicating appeals based on emotion. Although television

advertising is expensive, it is necessary for HUL to utilize. In order to launch a new

product and brand that intends to compete and steal market share from competition

such as Johnsen & Johnsons, television commercials must be used.

Cost

Primetime commercials may cost upwards of Rs.1,00,00,000 for a 30 second spot.

Measuring Effectiveness

Due to the broadcast nature of these mediums, obtaining an accurate measurement

of the level of brand awareness achieved by a campaign is challenging. Traditional

survey research methodologies must be employed to adequately assess whether the

messaging was successful. Further, these mediums must tie-in with the rest of the

mediums to truly benefit from an IMC program. Call-to-action messaging must be

included, such as adding, “Visit HUL.in/Dove and enter ‘Baby’ to receive a free

sample today!” at the end of a commercial.

5. RADIO

More than 90 years after its introduction as a commercial medium, radio is still

known for its broad reach. To this day, approximately 42% of consumers aged 12

years or older listen to radio each week. Like the rest of the media world radio is

pg. 26

experiencing unprecedented change at warp speeds, and the Rupees that are shifting

to new platforms are not going to return to traditional media. The Radio Advertising

Bureau in February reported total 2016 revenues (including over-the-air and digital)

totaled $16.5 billion a 1% increase over 2015. But digital now accounted for $767

million (8%) of the radio industry’s total revenue.

Reasoning

HUL can market and promote the Dove Baby through Radio as even today at rural

areas Radio is most prefer entertainment tool and HUL can target Rural areas

through Radio Akashvani is best to Invest and target for Radio Promotion

Cost

Overall Rs.50,00,000 can be reasonable investment in Radio Media Platform

6. OUTDOOR MEDIA

Today, Outdoor Media is one of the leading Out of Home (OOH) media

organizations in India and is spreading its footprint rapidly across the country.

When you need an advertising medium that’s cost – effective and long lasting,

and that gives you the necessary reach and the frequency outdoor advertising

is best media

Cost

Bright outdoor media PVT Ltd takes around Rs.50,00,000-Rs.1,50,00,000 for

outdoor advertising

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CLOSING RECOMMENDATIONS

After a comprehensive market analysis and brand development study, it is our

recommendation for HUL to license their technology patents to already established

firms in the industry. However, if HUL were to pursue a branding campaign for the

Dove Baby launch, the aforementioned plan is our recommended course of action.

First, HUL needs to focus on increasing awareness of the Dove Baby brand and

product offering because of its newness to the bandage market, and the intensity of

Johnsons & Johnsons brand equity. To gain market share from its competitors, Dove

Baby must place itself in the consumer’s evoked set for bandage products. In order

to increase brand awareness to a significant level so as to compete with Johnsons &

Johnsons it is recommended that for the first year after the initial product launch,

HUL employ many different marketing mediums, namely, Outdoor Media, Direct

Mail, Promotions, Interactive Marketing, Print Media, and Broadcast Media. By

infusing these channels with the Dove Baby brand messages, HUL will position

itself as a main player in the bandage market.

Second, soliciting trial is key when launching a new product with a technological

innovation that is appreciated after product use. For this reason, it is recommended

that MIG include samples of the Dove Baby in Outdoor Media , Promotional Events,

and Print Media.

Third, HUL must focus on the overall integration of its marketing campaign. This

plan recommends the use of six different mediums that will communicate the same

unique selling proposition across all targets.

In order for HUL to launch a marketing campaign that successfully competes with

current industry leaders, it must maintain the highest level of integration throughout

all of the recommended mediums, enabling Dove Baby to become an iconic brand

over time in Baby products.

pg. 28

APPENDIX A: Survey Given to Parents of Babies, 0-5 Years Old

Baby products Market Research Survey

1. How often do you purchase baby product? 2. What led you to realize that you needed or wanted to buy baby product? 3. Which brand you normally prefer and why? 4. What is the quantity count of the bottles you purchase? 5. Are you satisfied with the pricing of the current baby product options? 6. How many alternative types of products did you consider buying before making a purchase decision? 7. How positive was your evaluation of these alternatives? What did the alternatives not offer that the one you purchased did offer? 8. What characteristics of the baby products are most important to you? (please rank the following in order of importance (1 being most important): _____ sensitive skin of baby _____ price _____ style/look _____ quality

_____ ingridents used in products (contains chemicals or not) _____ prevention 9. Why is your #1 attribute the most important to you? 10. What caused you to buy the particular bottle of baby product that you did, the last time you were at the store? (generic brand, Company brand, other?) 11. Will you buy this same product/brand again? Why or why not? 12. Have you ever noticed feel the skin of baby is it smooth? 13. Would you be willing to try a product which gives ¼ moisturizing cream, Tear-free to your baby? 13. Do you find a need for a bandage that would promote healing would be all natural and void of chemicals? 14. If the price of Dove baby were the same as Johnsons & Johnsons but the quality was significantly higher, would you consider purchasing even if there were less less quantity (440ml)?

Thank You For Your Time!

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APPENDIX B: In-depth Interviews with Parents

Consumer Profile: Name Age: Age of Baby/ies: In-Depth Interview On The Baby Product Market

What led you to realize that you needed or wanted to buy in this product category (Baby products)?

How many alternatives (different types of products) did you consider buying before buying your best one for your babies?

How positive was your evaluation of these alternatives? What did the alternatives not offer that the one you purchased did offer?

Will you buy this same product (and brand) again? Why or why not?

Would you consider buying a different baby product with newer technology/formula/etc?

What are the three most effective advertising mediums that you pay attention to? (television, direct marketing, point-of-purchase displays, etc?)

pg. 30

APPENDIX C: Key Conclusions from In-depth Interviews with Parents Middle Aged Parents identified two major ideas as their deciding factor when considering product for their babies. First, every participant explained that “value” was the deciding factor between different brands of baby products. Value had been described as the composition of price, quality and quantity. If the quality was up to par and there was at least a fair amount in the packaged bottle then the consumer would be willing to pay the retailed price. The older generations view quality to be a more important attribute than the quantity of the in a bottle. These consumers are willing to pay more if they are receiving a higher quality product in comparison with the average product on the market.

Secondly, the Baby Boomers grew up with Johnsons & Johnsons Brand and many have become brand loyal. The attributes of these products exceed the quality of the other baby products on the market, or so these consumers believe.. In addition to the attributes that Johnsons & Johnsons offers, the mere fact that their mother’s trusted Johnsons & Johnsons Brand was enough to convince them the product would be safe to use on their babies. Along with the Baby Boomers, other generational cohorts are also brand loyal because of the strength of the the Johnsons & Johnsons Brandhas built is strong enough to outlast many generations and was able to convert brand switchers with brand loyalists. Parents, are willing to pay more for value and are brand loyal. The fact that they are willing to pay more for value is ideal for HUL because the higher price point that will be charged for Dove Baby. It will be a tough barrier to overcome the strong relationships that these brand loyalists have with Johnsons & Johnsons Brand These adults overwhelmingly stated that by providing them with samples of the Dove Baby product they would be much more inclined to trial and eventually adopt the product. The IMC Plan we have developed will be a vital step in converting these consumers.

pg. 31

APPENDIX D: Budget Allocation (Print Media)

Sample of How Dove Baby appears in Leading Newspapers

pg. 32

APPENDIX E: Budget Allocation (Internet Media)

Google AdWords

Yahoo.com

pg. 33

APPENDIX F: Budget Allocation (Outdoor Media)

Outdoor Media Rates at Different locations of Mumbai including Hoardings, kiosks,

Bus shelters Ranges from Rs.15000-Rs.2,00,000

pg. 34

APPENDIX G: Budget Allocation (Broadcast Media)

All Other Channels are offerings on same price levels

Rates of STAR NETWORK INDIA

Rates of Cartoon Network

pg. 35

APPENDIX H: Budget Allocation (Radio Media)

All Other Radio Stations are offering at same price Levels

Radio Mirchi 98.7 Mumbai

Red FM 93.5 Delhi

pg. 36

APPENDIX I: Budget Allocation (Digital/Promotional/Magazines Media)

India Today Magazines

www.economictimes.com

pg. 37

APPENDIX J: Media Consumption Levels

pg. 38

APPENDIX K: Guidelines for Search Engine Optimization1

The guiding principles of SEO are as follows:

1. Choosing the best Key Words: To do so choose key words that fit your product description, product category, and areas of common interest. Data on the most popular of those words can be learned from using WordTracker keyword research.

2. Optimizing Page Text: the search engine web crawlers search only “plain text” within your webpage then match the words found on your sight with the relevance to the search made. The first paragraph of your home page is especially important to load up with keywords, and the inclusion of keywords frequently throughout all of the text will increase your websites search engine rankings.

3. Optimizing HTML Code: a. Title Tag: this is the first sentence an Internet user will see when your

Web site comes up in a search, and it appears in the bar across the top of your browser window. Be sure your title tag includes both keywords and a solid marketing message that will encourage users to click to your site. Start with service or product, rather than company name. For example- <title>Berkley Web Strategies - San Diego Web site design and Online Marketing company</title>

b. Beta Tag: Example: <meta name="description" content="We specialize in web site development and online marketing"> <meta name="keywords" content="web site design, online marketing, San Diego web site designer, San Diego web site development, online marketing consultant, …">

c. ALT Tags on Images: Make sure to tag each product image with text of what the image is- this is yet another opportunity to fill your site with more of the keywords that will direct internet users to your webpage as well as allowing the image to be included in image based searches.

d. Include a Site Map on your webpage. This done in two fashions, either by creating a site map tab and thereby having a whole page dedicated

pg. 39

to the site map or the site map can be featured in the footer with links to each of the corresponding pages that make up the site map.

4. Link Popularity: the links that you have to other websites and articles is another category that search engines use when ranking your webpage.

a. Take time to build high quality links, rather than high quantity. b. Check to see how many Web sites are already linking to you (and your

competitors). This data can be found by going to www.linkpopurity.com

c. Become a content provider in your focus area, and get your articles posted across the Internet in related areas. Content providing would include the articles written on the proper healing of wounds in general, on the break through technology, the customization service available that only you provide and articles specifically talking about you products

d. Submit press releases to major news and pr services such as Google News, and PR NewsWire to further increase your link popularity. Make sure the press release is optimized for your product and service keywords

e. Lastly, limit the number of outgoing links of your website. 5. Ad Buys: Buy Text based ads or Links on High Traffic Sites in your industry 6. Blog/ Comment Section: by having a customer comment section on your web

page it keeps the page constantly updating (which is yet another aspect of search engine ranking). Comments also help build relevant incoming links & credibility. This is especially important because of how heavily mothers rely on Word of Mouth (64%) when making purchase decisions for their children, as noted in the opening statistics of this internet section.

7. Keyword Buys: These are the “Sponsored” results that guaranteed to have top location when appearing on the search results page. Yahoo!, MSN and Google all offer pay-per-click keyword buys. Be as specific with Keyword buys as possible to be most effective. The more general the keyword, the more expensive, and the more clicks (money) wasted.

pg. 40

References

retail.franchiseindia.com/article/sectorwatch/specialty/Booming-Baby-Care-Market.a316/

www.dove.com/ca/en/washing-and-bathing/baby-body-wash-shampoo/dove-baby-sensitive-skin-body-wash-and-shampoo.html

http://www.fiercepharma.com/special-report/johnson-johnson-top-13-ad-budgets

http://www.slideshare.net/raaaiii/media-plan-of-dove

http://www.themediaant.com/

Thankyou

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