INSTITUTE OF MANAGEMENT, NIRMA

UNIVERSITY

DOVE MEN+CARE

INTEGRATED MARKETING COMMUNICATION

GROUP ASSIGNMENT (August 26,2019)

SUBMITTED TO: Prof. Sanjay Jain

SUBMITTED BY: Hitesh Singla – 181124

Sanket Nikumbh – 181156

Harsh Jain – 181218

Divyansh Agarwal – 181415

Harsh Garg - 181417

Serial Topic Page No.
No.

1 About the Industry 2

2 Success of Dove Men+Care 3

3 IMC objectives 4

4 Creative Brief 5

5 Creative Strategy 7

6 Communication Strategy 10

7 Media Plan 16

8 Budgeting 20

9 Scheduling 21

10 Evaluation 23
 ABOUT THE INDUSTRY

Male Grooming Industry in India

The male grooming industry is expected to grow at a CAGR of 45 per cent to touch Rs.
35,000crores in next three years, due to rising aspiration among men to look better and rapid
urbanisation according to an ASSOCHAM report. The male grooming industry currently
stands at Rs. 16,800crores in India, and the market grew over 45 per cent in the last five years
on the back of increasing per capita income and urbanisation. Interestingly, men in the age
group of 25 to 45 outpace women in spending more money on grooming and personal care
products, the survey noted. Besides, men in smaller towns are displaying greater desire for
grooming, especially in the whitening and fairness segment. Changing demographics and
lifestyles, deeper consumer pockets, rising media exposure, greater product choice, growth in
retail segment and wider availability are the major reasons for sharp rising demand of cosmetics
among Indian men. While shaving products currently control the largest market share in terms
of revenue in Indian men's grooming market, deodorants and antiperspirants have the second
largest market share.
The survey further said there has been sharp increase in the number of beauty salons and spas
in the country and it is estimated that about 40-45 per cent of total salon business come from
men's treatment. According to Nielsen, in the research note on India’s beauty market, the surge
in the adoption of male grooming products delivers two key messages home – confidence, and
a will to achieve a competitive edge over their peers to aid career growth, rather than to attract
the opposite sex. In urban India, men are increasingly becoming aware of the latest trends and
concerns surrounding one’s physical appearance. Due to the rising disposable income, they are
willingly spending some serious money on grooming products. This is a notable shift from the
times when men would utilise women’s beauty products since there was a lack of better
substitutes for them, and followed a basic, minimal grooming routine. Over the last decade, the
demand for male grooming products has driven companies to sell items beyond shaving gels,
razors, and deodorants for men. Currently, the market comprises shampoos and fairness creams
that are specifically made for men. Certain stores even stock beard balms and beard shampoos.
As per Nielsen’s data, men are purchasing far more face washes and creams than they did ten
years ago.
The report explained, “Data confirm that the sales of men’s face creams have more than
doubled, while the use of face-cleansing products among men in India has jumped a massive
60 times between 2009 and 2016.” Popular Indian FMCG companies like Hindustan Unilever,
L’Oréal, Nivea, and Marico are reaping profits as more and more Indian men are becoming
conscious of their hair, beards and so on. In addition to this, last year saw a massive leap in the
growth of male grooming start-ups. In March 2017, Marico, a Mumbai-based company which
already sells Set Wet hair gel for men, purchased a 45 per cent stake in Beardo – a beard and
hair oil brand. Later, in December 2017, Emami bought a 30 per cent stake in The Man
Company, an e-store which sells premium male grooming products, in a bid to enter the male
grooming market online.
Success of Dove Men+ Care
Dove has positioned itself as a leader in the women’s personal care industry and has substantial
brand awareness as one of the world’s top soap brands. But in the wake of the growing men’s
personal-care category, could they sell Dove to men? Of course, not…right? Everything about
Dove’s brand perception–its name, logo, and colour palette–was created with women in mind.
Pursuing “manly” men, on the other hand, would be disastrous…or so conventional brand
wisdom indicates. However, that didn’t stop Dove from doing exactly that. In 2010, it launched
a new line of male personal-care products, Dove Men+ Care. To its credit, Dove understood
that its existing brand would be a non-starter for men. So, they revamped their brand for men–
and so far, they’ve been successful.
Dove shook up the market for male personal-care products. The brand stepped outside of the
paradigm they had constructed for themselves as a women’s brand. It generated headlines and
caused consumers to do a double-take. Dove was well aware of the evolution of the male
customer. The market for men’s products had been (and still is) rapidly expanding, and the idea
of a product designed to “take care” of men was much more accepted than it would have been
20 years ago. Particularly brilliant was Dove’s creation of their well-packaged shower scrub.
It gave men a means to literally connect with their signature body wash product, while at the
same time further differentiating it from Dove’s traditional female-skewed brand. Not only
does it have practical application, but the masculine colour palette and package design
maximizes its appeal to their target customers.

Within just two years of its entry in the market, Dove Men+ Care emerged as the brand the
consumers liked the most in USA and Canada. This is especially noteworthy as scores indicate
that the brand moved from 5th place to 1st place in just one year while stealing valuable share
from category mainstay’s Gillette and Old Spice.
Dove Men+ Care had the highest market share growth of all competitors from 2011 to 2012.
This is no small feat when considering the brand is a new entrant in a sea of competitors who
have been building brand equity for decades.

IMC OBJECTIVES

1. The major objective is to develop brand awareness regarding Dove’s Men+Care line.
Dove is launching its men’s line in India for the first time. The campaign is being done
to make people aware that Dove is not a brand that caters to only females, but males as
well.
2. Generate sales of the Men+Care line of products in India among the target audience.
3. Change attitude of men towards grooming and personal care products.
4. Change the beliefs and attitudes of the target population towards masculinity.
5. Shift focus of people from the conventional masculinity to the modern one.

RATIONALE FOR CAMPAIGN

Reaching the consumer market requires a blended approach. Advertising is a crucial part
of Dove Men’s IMC program and since Dove being a giant brand there will be no budget
constraints, we will focus on increasing our reach using promotions across all mediums and
alternative marketing to reach our market. The main goal of advertising will be to create
awareness of the new range. Consumer’s promotions will allow people to feel more
comfortable trying our products and encourage word of mouth marketing after experiencing
Dove Men’s.

CREATIVE BRIEF

1. What is the client’s marketing objective?

The marketing objective of the client is to launch the Dove Men+ Care range of
products in India and establish itself in the minds of the target segment as a . The
product has been successful in countries like US, Canada and Mexico where it has
already been launched. Seeing this success, the client is looking to expand the market
base by launching their products in India as well.

2. What is the advertising objective and how will it be measured?

The advertising objective is to raise awareness among the target segment regarding
Dove Men+ Care and establish themselves as a brand that caters to men as well in the
minds of the target segment.
The objective will be measured by seeing the number of people who have visited the
Dove Men+ Care’s social media pages, and their views on the advertisement.

3. What is the advertising target segment?

The advertisement target segment includes college going males and men who have just
entered the workforce, primarily the age group of 18-25 living in the urban areas.

4. What would this target be as a person? What feelings, attitudes, and beliefs does
this target hold about the brand and its competitors?

Personality Sketch:
Neel, an embodiment of Dove Men+ Care target market, is a man between 18-40 ages
and is a college educated, well-to-do guy. He dwells mostly in urban areas but also lives
occasionally in suburban areas. He is seeking a career in new and unique career lines
like digital marketing, photography, web designer, animation, etc, and his basic
monthly spending comes around Rs. 10000 on various expenses. He has a busy metro-
city lifestyle, and hence spends quite a lot on grooming products and takes pride in
taking care of himself. He eats well generally however it is not a religion and hence
Neel still enjoys eating out with his friends and is a social craft alcohol drinker among
other things. He is a big sports fan and his likes include cricket, football and hockey.
He is loyal to his teams and plays in fantasy leagues online as well. He likes nice things
and is willing to pay the money for something of high quality and that looks good
including gadgets, clothing, haircut etc and wants to take care of personal appearance
in all facets- clothing, grooming and physicality but he is not able to manage time due
 to career demands. He is a fun haver and is willing to pay higher price for premium
goods, experience and things that look good on him including gadgets, clothing, haircut
etc He always wants to take care of his personal appearance in all aspect of life. Due to
career demands he is not able to manage time and take care of his physic. He
independent in nature as he lives away from home. He well averse with cooking and
cleaning and taking his own care hence he doesn’t require much parental help. He uses
all the grooming products which include shampoo, facewash, shower gel etc.

5. What is the personal media network of the advertising target segment?

The advertising target segment attends classes in the morning or goes to office. He gets
free at five in the evening and relaxes for a while and spends time with his family and
friends. During his free time on weekends, he volunteers at his local NGO.
He is a user of internet and smartphones and is easy to find on social media platforms
such as Facebook and Instagram. He is up-to-date with the latest news and the scores
of his favourite sport even if he doesn’t have time to tune into the television.

6. Expectation as a direct result of the advertisement?

Generating buzz about how it feels being a man and build a perception about
masculinity. Increase awareness that men too take care of themselves and they too have
needs, bringing different side of masculinity in forefront, rather than just bulging
muscles and perfect build body. Advertisement must showcase the trial and result of
the product.

7. What are you trying to replace?

Masculinity is always linked with toughness, carefree and robust perception. Hence the
brand must establish itself by selling the idea of self-caring men. Brand of Dove should
be immediately linked with men who dare to accept that they take care of themselves
and its ok.

8. What competitive advantage does the brand have that are valued by the target?
Dove is already considered as a successful grooming brand which helps people cater
their daily beauty needs. Hence Dove Men will have all the product category like
shampoo, soap, cream, deodorant, hair oil, face wash etc.

9. What will the target achieve by purchasing the product?

The brand will provide the consumer excellent quality products which will increase
their self-confidence and make them feel worthwhile.

10. Brand current positioning

 Brand currently is associated with regular women that can have extraordinary care of
their beauty need using Dove products. Feeling like soft, mild and white skin are
perceived with Dove.This is because dove is present in only men category.

11. What transformation is required in brand image?

Dove Men + care needs to associated with the masculinity and men should talk about
it. Elegant and gentleman are the words that needs to be associated with the brand
image.

12. When, where, and under what circumstances will the target be most open to
hearing about and desiring to obtain specific reward?
The target will be more readily available on sports channels and news channel the
advertisement must be aired on these channels. Also social media will also be perfect
to engage with socials groups. Get a campaign running on twitter.

13. Which media combination will give maximum impact?

Social media platform like twitter, reddit will maximum impact online. Media
campaign with certain hashtags will need to be created. Billboards at major crossroads
in Tier 1 cities like Delhi, Mumbai, Chennai, Kolkata, Bangalore, Pune, Hyderabad and
Ahmedabad. Targeting will need to be done on sports channel and news channel for
creating a long lasting impact.

14. What is the one message or idea upon which to focus?

Idea and message must be that men care too and thus they need to take care of
themselves. It is ok and good to care about yourself #RealMenCare.

CREATIVE STRATEGY

Since the mens category is still untapped and full potential it still very far Dove will put its
resource at taking advantage of market.Starting with Mens shampoo Dove will enter the
mareket. After successful sales in USA and Europe Dove mens in now coming to India market
and caters to meet daily grooming needs of Men. Thus a large onus for success of the Dove
Mens range falls on the performance and acceptance of the product in India. Company has set
a brand image for themselves and they need to achieve it for being successful. The company is
trying to make idea of skin care famous for men which is very unusual because brand have
never used skin care as their base for products. Most companies have used extension to their
existing grooming products like shaving creams and after shower lotion to sell facewash and
shampoo. Hence testing this idea in India market in something that has been never done.
Company needs to put principles and commitments in their campaign. Strong messages like
care for men and men too care are very essential for the brand to sell.
TARGET MARKET
Management at Dove has decided to target the Age group from18 to 40 as according to then it
represent 40% of men population. Dove’s targeted Man is

DEMOGRAPHICAL CHANGES

India has greatest number of individual within the age group of 18-35 hence the market is huge.
With adoption of westernised culture the population of men is now concerned about their
appearance and they will seek product that make them differentiated with herd.

ECONOMICAL CHANGES

India will soon have largest number of Middle income families this clearly shoes the buying
power that population has. With growing economy, the incomes are increasing which will push
consumption higher.

TECHNOLOGICAL CHANGES

Using organic product has now become as norm. People are concerned about the harmful effect
of strong creams hence Dove should put themselves as harm free product provider.

SOCIAL TRENDS

Consumtion in the men category is also increasing day by day. Products like deodorants and
facewash are selling at high volumes and also there has been movement in sophistication of
the brand that provide these products.
MEDIA CHANNELS
Digital Media Facebook
Twitter
Youtube
Website
Dove Stories: Blogs and Vlogs
Broadcast TV
Print English Newspapers
Industry Related Magazines
OOH Billboards
Alternative Media

Brand/item commitment through online channels, for example, Facebook, Twitter, YouTube
and web journals will empower a type of two-way correspondence which can be utilized as an
individual channel where Dove Men's can react straightforwardly to buyers in a powerful way.
EXECUTION

The crusade will use TV, print, out of home and computerized media. Our IMC battle intends
to vigorously coordinate publicizing with substance and internet-based life showcasing. For
advancing the message of self-consideration, we will consolidate TV advertisements with
uncontrollably popular video or more and-past the-honourable obligation online life
commitment. The essential objectives are to produce familiarity with the Dove men's line and
giving the brand a top of the mind review. The computerized viewpoint will fill in as the centre
point, as the URL for the battle's microsite and hashtag will show up reliably in all
advancements.
Television: TV ads will begin off with a 45 second "dispatch" detect that will keep running
crosswise over metro and pay TV focusing on general intrigue programs, upheld with advanced
and video after which they will be altered down to 30 seconds for rehash airings. Exploiting
the idea of TV, the centre will be around the advancing thought of manliness among current
men of the objective market. Along these lines, it will truly make an enthusiastic association
with the potential shopper, pounding home the point that Dove for Men makes you feel more
grounded via thinking about yourself as well as other people.
Storyboard of our First TV Commercial

The TVC begins with the inquiry "Who are Real Men?" It has a delicate music all through the
length of the business and has a calming feeling towards the total of the advertisement. It
demonstrates men doing offbeat work and includes the thought with the utilization of hashtags
that "#RealMen". In this manner it exhibits what all work comprises genuine men and their
consideration for themselves and their family. It closes with the displaying of the considerable
number of results of the Dove Men+ Care line.
YouTube: A 10-part podcast series, co-produced by AIB and Dove Men+Care will each week
feature a high-profile celebrity or sports man who will open up about what real masculinity
means to him. Each of the guests for the podcast will talk about a special issue related to them,
such as Mr Shahrukh Khan discussing about dealing with impotency. The podcast series will
be housed online at AIB’s YouTube channel and Dove Men+Care website and supported
through a strong digital and social campaign, calling for people to join the national #realmen
conversation.
Print: The battle will incorporate shading publicizing, put in different magazines with the best
potential to arrive at the objective market like The Man (The Week), GQ, and so on. Carrying
on from the TV spots, print promotions will likewise concentrate on these "self-consideration"
and represent how we are testing present day ideas of manliness with Dove for Men's. In view
of print's static nature, the ideas will be a lot less complex—however similarly as powerful.
For magazines, we intend to utilize:
Full page ads and 1/3rd page vertical ads

 Product Feature
  Editorial
 #RealMen Conversations

Below are the two print ads that we will incorporate in our campaign.
OOH (Out Of Home)
Out of Home Out of home billboards will be very similar to the print ads.
Digital/Interactive Media: With the URL of the microsite and the hashtag of RealMenCare
showing up on every single limited time material, Dove for Men's computerized nearness will
turn into the centre point and "assembling place" for the crusade. Bird Men+Care will have
dynamic internet-based life accounts on Instagram, Facebook and Twitter where recordings
and pictures will be posted much of the time alongside stories and pictures for devotees. We
will connect with adherents, not just present their own substance on bring the network on the
web. . The microsite (http://www.lululemon.com/breakyourlimits) will fill in as a blog and will
gather pictures and words from internet-based life locales to partake in one focal area. The
intelligent online life battle will keep running crosswise over Facebook, Twitter, and Instagram
for 2 months. Clients will hashtag "RealMenCare" (or tag Dove+Men when suitable) with
pictures of themselves where fans post stories, pictures and short clasps of significance of
beginning this discussion around what comprises the genuine man. The web-based life posts
will go about as exchange starters giving men authorization to be all the more sincerely legit
in their family lives, work environments and in the public arena on the loose. Week by week
prizes will be granted and top week by week pictures/recordings which will be highlighted
crosswise over Twitter, Facebook and Instagram.
This advanced segment cannot just introduce the picture of Dove for Men as a brand which
raises the voice for male strengthening and make a solid positive informal exchange.
POSITIONING STATEMENT
Dove Men+ Care is pointing out that real men take care of themselves and put themselves
first too. Real strength is not only in showcasing toughness and robustness but in caring for
themselves and other. It can be deodorant to stay fresh or body lotion to keep skin in good
condition.Dove will provide products to take care of your daily grooming habits.

UNIQUE SELLING POINT

Dove Men+Care will be positioned as the brand for self-care and empowerment, appeal will
be made to a higher sense of aspiration rather focus on positioning the products with skin
fairness appeals and popularity in the fairer sex as a result of this we can positon the brand
different than the competitors . Appeal will not be made on traditional problem and solution
value but an idea will be sold and perception will be changed to stand out of the crowd.
In practical terms, then, Dove Men+Care USP: With its team Dove will take care of you by
providing you premium products, Dove Men+Care is the brand that helps men continuously
become better versions of themselves.

PLACE IN THE INDUSTRY

Dove men will have to first establish itself as a new player in the market where strong
competitors like Garnier and Nivea are dominating the market:
 Price will be premium just as the women category.
 Products will be premium and of high quality.
 Dove will look for laterals purchase done by women for their boyfriends and Husbands as
women already have strong brand loyalty towards Dove.

THE BIG IDEA

The big idea for this campaign is #RealMenCare. Why? Because it is something new which
has been done. Masculinity is to be rediscovered. Instead of putting celebrities or real male
model Dove will use normal everyday men just like used in Dove women products to promote
the campaign message.
Transformation will not be the main message as in the competitor’s advertisement rather just
using the product to feel confident and better will be used.

APPEAL TECHNIQUE

Emotional appeal will be main focus in the ads putting the inner strength forward. Body
shaming or appeal for well build body will not be used. Everyday men having regular physic
will be promoted as they need to care of themselves not only good looking male models.
AD EXECUTION
TV and prints ads will have regular male and not male models as this will promote the
campaign message. The ads will include their daily life and daily routine work just as shown
in Dove women product category. Men are being less portrayed in the ads mostly it is women
or male model.

COMMUNICATION STRATEGY

SOURCE AND RELEVANT FACTORS

Men will be shown using products and the effect that has been by the product in their life.
Since regular men will be used people will relate very easily. Hence different ads will be made
with different daily routines and different situations. It will also be made in natural way so that
source appears to be authentic and novice to using men skin care products.
 MEDIA PLAN

The media is often planned to determine the best combination of means to achieve marketing
campaigns and overall goals. During the planning process, Media Planner needs to answer
questions about audience coverage through various means, the appropriate advertising means
to place the ad, the frequency of the ad that will be placed, or the money to spend on each
medium. Choosing the media or type of ad to use is difficult for small businesses with limited
budgets and knowledge. Market television and newspapers in large markets are often expensive
for companies that offer only a small group (although local newspapers can be used).
Magazines, unless local, usually cover too much territory to be cost-efficient for a small firm,
although some national publications offer regional or city editions. Since the arrival of social
networks, small businesses with limited budgets can benefit from the use of social networks
because they are profitable, easy to manage, accurate and provide a high return on investment.
The main purpose of a media plan is to determine the best way to communicate information to
the target audience. The media plan proposes a systematic process that synchronizes all the
elements that contribute to this objective.

The media plan is divided into four phases: market analysis, setting of media objectives,
development and implementation of media strategies, and evaluation and monitoring.

Market Analysis and Target Market Identification

Dove is a world-renowned brand known for its unconventional advertising campaigns for
women, which promote products for all women, regardless of their physical characteristics.
Based on our current activities, Dove Men + Care participates in the men's skin care line and
addresses the empowerment needs of men.

The global cosmetics market and the world reveal how the global market is made up of a more
complex formula and added value. In emerging markets, consumer awareness of less important
products continues to grow, increasing their reach. While in more mature countries,
manufacturers are developing expensive products with additional benefits, especially in more
mature areas such as bathing, bathing and oral hygiene products, to encourage existing users
to increase consumption. However, as manufacturers seek to improve their products,
differentiate their brands and stimulate customer experience and loyalty, they strike a balance
between meeting high quality requirements and dealing with rising price pressures in the harsh
conditions of the market. Traditionally, there have been many players and personal care
products in the industry that have seen the entry and exit of many different brands, but the main
players at Hindustan Unilever, Procter & Gamble and other companies have always taken
products based on preferences and customer products. The advantages are: Its quality is
reliable. For personal care and personal cleanliness, customers need superior and unusual
products that provide nutrition for a healthy and healthy lifestyle, as well as a reasonable
amount of products. Dove is not only a famous brand, but now it has become the desire of
people all over the world. It is also a very solid registered trademark and it is very important to
obtain economic gains because it is an excellent brand that people can trust, and therefore, the
cost is not suitable for them, it is easy to continue paying it. . Although Dove does not need
Unilever marketing in any way, or it needs little marketing, because it has benefited from a
highly respected market, it has won more than half of the market due to its firm clients who
played drums. Arrow, to use Dove products, it is obvious that the most lucrative announcement
is that consumers advertise Dove to many others by indicating that they are using Unilever
Dove products.

The media plan is divided into four phases: market analysis, establishment of media objectives,
development and information of media strategies, and evaluation and monitoring.

To whom shall we advertise?

Dove Men + Care will promote its products mainly for young people between 18 and 35 years
old. They have professional and personal needs to take care of all aspects of their lives and take
care of them. However, this product is suitable for men of all ages. It also addresses the
stereotypes associated with the concept of "alpha male", which has changed since the last
decade, and modern definitions are changing. The definition of "masculinity" is also changing,
and the traditional view is that "male health characteristics" are becoming "a man who cares
for the family and for himself." So, Dove wants to launch similar ideas, launch products for
these types and take care of them with their different product lines.

What external and internal factors are operating?

Internal factors include the size of the media budget, administrative and managerial capacity,
or the organization of the organization. For campaigns, the media budget will be very important
because it identifies the different media tools available for the campaign. A variety of
administrative and management capabilities are also important tools to understand the scope of
the activity and the future scope associated with it. External factors include economic
conditions, technological changes in the industry and other competitive factors involved in the
environment. The economic situation in India is an important determining factor for the
movement, since the Indian market is highly volatile and GDP growth is rapid. However, the
inflation rate is increasing, so to remember the country's turmoil, the movement must disperse.
In addition, many technical changes have recently occurred in the creation of personal care
products, so it is important to keep this in mind when presenting activities.

Where to promote?

Geographically, the campaign would be launched in India as it hasn’t been launched in the
country yet and has already been launched in USA and European countries as well. Thus, the
campaign is solely being launched in Indian market, and the campaign has to be shaped as per
the Indian consumer’s mind-set and the changing trends which are prevailing in the Indian
market.

Marketing Communication Objectives

The basic communications objectives and aim for Dove Men+ Care product’s promotional
campaigns is to increase the knowledge and awareness about the entire campaign and the
products associated with the brand for personal care for men. The product line would consist
of face cream, bath gels, face wash and other Men Care related products that will be specifically
launched and hence there will be intensive promotions initially in the campaign. The
intensiveness is to increase awareness about the unique qualities if the products as well as
promotion and the usage of such products among the men. However, due to many competitors,
the major aim will be to capture the niche market share of the industry while gaining knowledge
about the product market. The following objectives will be important for to follow:

 Make consumers aware of the uniqueness of the Dove Men+ Care products

 Make 50% target market accept the products

 Increase sales by monthly 10% in the current year

 Build loyal customer base through product improvement

 Build an excellent brand image for ‘Dove Men+ Care’

  Change the attitude of men towards personal care

 Change the belief and attitudes of the target population towards masculinity

 Shift focus from the conventional masculinity to the modern one

Developing and Implementing Media Strategies

Media Mix

It refers to the various channels or tools which is to be used to advertise the product or promote
it amongst the target market. There can be numerous alternatives that can be chosen, but it is
appropriate to apply few specific modes to promote the brand or the product.

For Dove Men+ Care, the following channels will be used to promote:

 Advertisements, which includes Television broadcasts both cable and digital

(Amazon Firefox, Netflix)

 Print, which includes Newspapers and Men’s Magazines

 Interactive, which includes Social Media Campaigns

 Out of Home, which includes Sponsorships and Media Scheduling

Target Market Coverage

The target market is as such men of all ages. Though the products aren’t unsuitable for aged
men, even-though the primary target group would be men aged from 18 to 35, who are either
students or professional lives who are in need of care for their skin, because the skin gets
neglected during work. The goal is to properly choose the media channels that will help them
in reaching the target audience as much as possible, and neglect wastage or overexposure, or
even underexposure. Thus the most positive scenario would be when partial target market is
reached effectively, so that there is scope for future reach to the left target market. The
television’s advertisements will be used controllably across TV channels that will have male
viewers or will be promoted during sports matches or events, so that more and more viewers
can be captured in one go. Thus there will be controlled exposure via television, as budget will
be limited and hence wastage would be less for the campaign. Relevant media strategies that
would ensure target market reach could be:

 Advertising could be targeted towards both the urban and rural areas but on specific
medium which would reduce wastage as the crowd will be the appropriate users for the
ads

 Publish newspaper ads and posters which would depict benefits as well as campaign-
related ideas as it reaches to majority of people, and people could take due notice in
newspaper ads

 Media Sponsoring for appropriate events such as ‘Mr. India’ contests or award shows
or other such related events for more publicity

 Social Media campaign to target younger audience and in a cost-effective manner

BUDGETING

Promotion Budget:

Affordable Method:

As Dove is getting in to a totally new segment, this method may not be very beneficial for them
because this method for companies may not focus much on advertising, here whatever budget
is left after everything the company spends it on advertising but in this case Dove needs to
advertise a lot.

Percentage of Sales:

This method would be very helpful for Dove because here they need to relate their
advertisements with the marketing mix and this will help them to evaluate the further steps.

Competitive Promotion Budgeting:

Here they can check the market share of Nivea Men and Fair and Handsome which are its main
competitors. They can set budget accordingly and this would help them to acquire the market
to some extent.

Medium Frequency Length (sec) Price Total

 Advertisement 10 spots in 10 30 500000 1,50,00,000
(Geo targeting for channels
Metro and Tier-1 (AXN, Star World,
Cities) Star Sports, HBO,
9XM, Star Movies,
Zee News, Sony
Pix, Zee Cinema,
NDTV)
Print Ads Full page ads (TOI, 1,00,00,000
The Hindu)
1/3 page ads (5)
Magazines
Billboard 8 metro and Tier 1 350000 3,36,00,000
cities (12 billboards
each)
Online- Facebook 0.25 CPC, 10,00,000
and Instagram reach 10
Sponsors million

BUDGETING
Promotion Budget:

Affordable Method:

As Dove is going in totally a new segment, this method will not be very beneficial for them
because in this method companies do not focus much on advertising, here whatever budget is
left after everything the company spends it on advertising but in this case Dove needs to
advertise a lot.

Percentage of Sales:

This method will be very helpful for Dove because here they need to relate their advertisements
with the marketing mix and this will help them to evaluate the further steps.
Competitive Promotion Budgeting:

Here they can see the market share of Nivea Men and Fair and Handsome which are its main
competitors. They can set budget accordingly and this will help them to acquire the market to
some extent.

Medium Frequency Length (sec) Price Total

Advertisement 20 spots in 10 30 250000 1,50,00,000
(Geo targeting for channels
Metro and Tier-1 (AXN, Star World,
Cities) Star Sports, HBO,
9XM, Star Movies,
Zee News, Sony
Pix, Zee Cinema,
NDTV)
Print Ads Half page ads (TOI, 80,00,000
The Hindu)
1/3 page ads (5)
Magazines
Billboard 8 metro and Tier 1 300000 2,88,00,000
cities (12 billboards
each)
Online- Facebook 0.25 CPC, 10,00,000
and Instagram reach 10
Sponsors million

SCHEDULING
Scheduling refers to timing of the promotional efforts so that it can coincide with the highest
potential buying time for the product. Although, companies would like to always keep their
advertisements and promotions in front of the audience always, but budget is a huge constraint
to every firm, and hence there are others methods to schedule your advertisement campaigns
and hence make the most out of them.
Continuity- It refers to a continuous pattern of advertising which may be for either every day
or week or month. The key is that a regular continuous pattern of advertising pattern is
developed without gaps or non-advertising periods. It covers the entire buying cycle of the
consumer and allows for media priorities.
Flighting- It employs a less regular schedule with intermittent periods of advertising and non-
advertising. At some point in time, there are heavier advertising and promotional expenditure,
and at other time there may be no advertising at all. It allows cost efficiency of advertising only
during purchase cycles and may allow for inclusion of more than one medium or vehicle with
limited budget
Pulsing- It is a combination of the first two methods wherein continuity is maintained, but at
certain times, promotional efforts are stepped up. It however has similar advantages as the
above methods as well.

Media Ja Fe Ma Ap Ma Jun Jul Au Sep Oc No De

Channel n b r r y e y g t t v c

TV Ads N N H H H H H H N H H N
(Pulsing)

Print Ads H H - N H H H - - N H H
(Flighting)

Social H H H H H H H H H H H H
Media
(Continuity
)

OOH H - - H H - - - H H - H
(Flighting)

N- Normal Ad Frequency
H- High Ad Frequency

TV Advertisements- For TV advertisements, pulsing scheduling will be utilised to promote

Dove Men+ Care products. It is because it controls ad costs and saves the budget considerably.
Now we think to promote the brand doing sports events when males are mostly glued to the
TV, and hence ads during those events will be a good way to reach the target market. Hence,
since in 2018, during April, May and June, IPL and FIFA World Cup will be telecasted, thus
the ad frequency will be heavy in those months and subsequently it can be normal TV ads
during other months. Also, a sports-themed ad can be also launched with involving some
celebrity or sportsperson, so that people buy the product as soon as possible. Thus, event and
their timings place a huge role in determining the various schedules that are being implemented,
and hence prime-time slots will be costing huge during these events, and hence specific care
has to be taken while implementation of the strategy.

Print Advertisement- Print advertisements will include newspaper ads as well as posters and
flyers that are associated with these print campaigns. They will be implemented via the
flighting scheduling strategy, as print ad is costly and continuous print ad will be budget
constraint on the campaign. Also, psychologically, too much of print ads will make the
customers feel bored of the campaign and hence they may shun the product there and then, and
hence we have to promote via print media in a controlled manner. Certain months there will be
no activity from the print media of the campaign, as it is required to make sure costs are
controlled, and also customers can feel bored as well. Thus months of March and April and
August to October will be no print advertisement to make sure of prevention of such issues as
well.

Social Media- Social Media is the most important media tool for the campaign. It will include
majorly Facebook and Instagram and blog sites as well as forum sites for public discussions as
well. Thus, continuity scheduling will be applicable in the social media campaign as it will go
all-year round without any breaks. It is the most cost-efficient and negligible costs are involved
and can have the maximum reach in the modern era, and hence it will be crucial to tap the
market via social media. There are social media specific videos and posters that will be
introduced regularly to inhibit discussions on forums about the ‘male empowerment’ topic and
hence there will be overall discussion which will be good for the reach of the campaign.

Out of Home- Out of Home campaign will deal with media interactions and sponsorships and
billboards for the campaign, in association with the other players such as media houses and key
event organisers. Dove Men+ Care is an appropriate product line for various events
sponsorships and hence the focus will be to associate with events that are related to sports, or
men’s events or charity events etc as these events will allow multifold reach for the brand
overall. However, the OOH will be done via flighting strategy as the sponsorships and media
engagements won’t be all across the year, but will be in phases, or during the period when there
are assumptions of occurrence of various events. Thus, during New Year and Christmas and
during Diwali season, there are loads of events that happen across the country and also lots of
shoppers flock the market, and hence the promotion will be high during these months, while
there won’t be significant promotions during other months to control costs and also utilise other
mediums during the same period.

EVALUATION
The evaluation of the campaign will be based on how well we reach our target market and
achieve our communication objectives. First, we will be analyzing consumer response to the
advertisements on the various media. Simply stated, we want to see if our ads are effective
enough to catch our target market’s attention and interest. Second, we will be evaluating
customer experience with our product. We plan to accomplish this through surveys at the
events we sponsor and through direct mails and social media opinion polls. In this way, we can
achieve a better understanding of the effectiveness of the both the advertising and the product
itself. In order to get the most out of the 12 month campaign, Dove Men+Care will hold an
initial review after the first month, then every three months after that. Each review will focus
on the situation analysis of the following:
1. Sales and marketing, including budget turnover and profit margins.
2. Consumer feedback initiative.
3. Movement on the market and current positioning.
 4. Strengths, weaknesses, opportunities and threats of the campaign.
5. Further talks on the development of Revive products (e.g. interstate growth and
expansion). The following tools can be used to measure the success of the campaign.

Google Analytics:
1. Gives detailed insights to website traffic and marketing effectiveness, track sales and
campaign.
2. Identify best-selling products of the range.
3. Helps track the usage of social networking and web 2.0 applications

Send Blaster:
1. Using send blaster along with Google Analytics will inform Revive4 whether
customers actually purchase Revive4 products after reading email distributed
newsletter.

2. The site conversion percentage (=orders/visits) shows how many orders were placed
compared with the number of visits to the Revive site. By frequently reading Facebook
and Twitter comments, talking directly to consumers and asking for feedback (product
ratings), Revive can also measure the campaign success. Reading relevant blogs and
watching user reviews on YouTube is another way to evaluate awareness and
acceptance before, during and after the launch of the range.
Metrics of Success: