Executive Summary

The purpose of this report is to conduct a detailed status analysis of our chosen brand Dove
before dealing with the IMC plan. Dove is one of the market leaders in the Singapore shampoo
industry and has a wide range of peanut hair care products in the Singapore market. Dove's main
competitors include the company's deals in the shampoo industry.

Dove is in direct competition and must differentiate itself from other competitors. Dove offers a
variety of shampoos, including hair repair shampoo. This helps dove differentiate itself from its
competitors. Dove aims to remain the market leader in the industry and increase its market share
by 5% and sales by $8,000,000.

The goal of the following IMC plan is to focus on rebranding and increasing consumer brand
loyalty. A 6-month marketing campaign will be carried out to help reposition and rebrand Dove
by introducing a new celebrity endorsement and tagline, while still maintaining the beauty image
in all of Dove’s previous campaign.

Our target customers are women between the ages of 18 to 34, and we will learn more about
their psychometric and behavioral characteristics before coming up with a marketing idea that
fits the target market. A comprehensive budget and media plan flowchart will map the activity,
and the proposed measurement and evaluation plan will evaluate the activity after the evaluation.
 1.Review of Marketing plan

Marketing objectives

Dove proposes to follow through a 6-month marketing campaign that begins from February
2020. The main objective is to increase the sales of dove shampoo by $8,000,000 with focus
placed on increasing Dove’s market share by 5% at the start of 2020. Dove also aims to expand
its brand equity within the shampoo market against our direct competitors, Pantene. To make
sure that these aims are being met, Dove will be adopting various marketing activities using both
new and traditional media vehicles to enhance the brand awareness amongst consumers.
Furthermore, dove wishes to place dove shampoo as our consumer’s first and top of mind
shampoo that entices repeat purchases and attain a 90% customer satisfaction level.

Competitive Analysis
Direct competitors
As Dove is the current market leader, it has various competitors in the hair repair products, such
as Pantene and L'Oréal. Dove has more marketing campaigns and promotions to attract
consumers than its competitors in the Singapore market. Dove also produces a wider range of
hair care products, giving consumers more options than competitors such as Pantene.

Indirect competitors
As for Dove’s indirect competitors, we consider any conditioner where consumers are able to
maintain their healthy hair as a major factor. Indirect competitors can include hair oil, hair mask
and hair conditioner. Main companies are Pantene and L'Oréal. Dove, for example, has a very
positive brand image as an alternative to our consumers due to its effective and attractive
marketing campaign. In addition, customer's preference is subjective which is a factor that is not
controllable by the organization.

SWOT Analysis

Strength Weakness
Dove is an established brand with Diverse market. Therefore, it is impossible to
substantial brand equity propose specific marketing strategies

Many different varieties in comparison Too many brand extensions, create confusion
with competitors
Affordable pricing compared to the hair Low differentiating point between competitors
treatment of the hairdressers.

Dove's distribution is massive and island Government has strict rules on the contents of
wide. advertisements, limiting the creativity.

Strong marketing approaches as compared

to competitors

Opportunities Threats

Awaken the woman of beauty, confident Competitors have higher marketing budget
appearance

People’s quality of life is continually In recent years, there has been an increase in
improving which increases the demands for competing shampoo brands in the same industry.
daily necessities. The trend of modern With a detailed market area, the positioning of
people's love for beauty has led to an various brands is brought closer. With Dove being a
increase in the number of dyed hairs, which newcomer in the shampoo product-line, consumers
in turn has increased the shampoo might not be able to tell the difference.
consumption market.

With the change in consumer lifestyle and The quality problem has been taken seriously by the
social values, this brings about a change country. In 2005, Unilever, the maker of the dove
and those who are affected are gradually brand, was found to have excessive emissions.
increasing. For consumer with dyed hair, Accordingly, Unilever also made active response to
maintaining its brightness requires a improve product quality. At the same time, it
product that accords with a requirement sounded the alarm for various enterprises to control
actively. their product quality strictly.

2.Analysis of promotional program situation

Internal Analysis
Dove brand established by Lever brothers began in 1957. When the brand started, they sold
beauty soap bars. From on that, they have expanded to produce a variety of personal care
products, including shower gel, deodorant, cleanser, and conditioner, especially in shampoo
(Saddieton, 2007). In fact, from 1957 to 2004, Dove was advertising from a product point of
view to introduce the brand to the world. As of today, Dove is one of the most valuable brands of
Unilever. Today, Dove is the world's top cleaning brand, selling in more than 80 countries with
annual sales of more than 2.5 billion euros (WATARU SUZUKI, 2017).
Dove wanted to strengthen the formula for regular shampoo, so he added “Keratin Repair
Actives” to his shampoo, which instantly moisturizes the inside of the hair and strengthens the
roots. The new formula in Dove intense repair shampoo can instantly repair damaged hair,
continuously moisturize hair from the inside out, and let women express themselves more
confidently. Besides, Dove is currently committed to developing Dove intensive repair shampoo
as the first choice for women. Dove's brand promise focuses on being beauty, confidence, and
health conscious. Presently, dove intense repair shampoo is not only a trusted brand in Singapore
but a market leader for all shampoos and conditioners.

Dove has been a household name for women's care for many years. In 2016, Dove was eighth
ranked global cosmetic brand with value worth about 4.1 billion U.S. dollars (Shahbandeh,
2019).Dove has been a household name for women's care for many years. As the awareness of
having beautiful and healthy hair grows among women today, more and more competitors are
paying attention to repair damaged hair products.

Dove introduced a shampoo with a deep repair function to help it stand out from competitors. As
well as offering the benefits of sustained nourishment, Dove takes it to the next level by
attracting women by adding "Keratin Repair Actives" to help Repair deep damage.

Promotional department organization

For better comprehension of Unilever Ltd, its marketing strategy, product quality, positioning
and placement, we present here a comparative analysis of its competitors. This part of the report
illustrates the market share of different companies in the hair clean shampoo industry.

The hair cleaning shampoo industry in Bangladesh consists of only seven major producers.
Unilever Bangladesh Ltd is operating in the industry with its world famous brand Dove. Out of
these giant companies Unilever Bangladesh Ltd is the market leader with a share of around 43%.

Unilever Bangladesh Ltd is leading the market. The other competitors are very competitive
among themselves but they cannot put a intense competition with Unilever Bangladesh Ltd, as
they have market share much less than Unilever Bangladesh Ltd.

Other companies in the industry are not as big as Unilever Bangladesh Ltd but they are posing
threat to the company by a tendency of a gradual increase in their market share.

Firms ability to implement promotional program

Unilever Ltd has a very well-structured organization. Every department of it does its job very
efficiently. The marketing plan which we have made will be implemented and accomplished by
different departments. First of all the plan will have to be approved by the top level executives.
The strategies regarding the product, its promotional activities, price setting all will be done by
the marketing department. They can set the time of advertisement of Dove. In rainy season they
don’t need to do billboard advertisement. They can do this kind of advertisement in summer or
winter season. For advertisement it can follow the media chart which is shown below.

Whatever advertisement given is not so much important; important is the timing of

advertisement. For Dove middle of any popular television program advertise may be more
effective than middle of an unexciting talk show. As it is a hair cleaning shampoo, the appeal of
advertisement bearing emotion which consist romance not family ties. Dove is now in maturity
stage so reminder advertising is most appropriate at this stage.

Agency evaluation and selection

1. New era of partnerships- The era of old-school partnerships - focused on one way
philanthropy and incremental successes - is over, explained PSI’s Karl Hofmann. We’re in a new
era where simple, interesting partnerships between companies and NGOs like this one can make
things happen.

I was curious about the role of business in this new era and asked Paul Polman what he sees as
Unilever’s most valuable contribution to this partnership. “The best contribution that we can
make is to level up this partnership and the transparency that comes with it, to build a trust, and
frankly use the scale of Unilever to have a bigger effect than the company alone,” he replied.

In addition, the participants mentioned Unilever’s expertise in behavior change and marketing as
key contributions the company brought to this partnership. Organizations and governments on
the other hand bring with them creditability and in some cases better access to the population that
companies lack. “By working together we can combine the expertise, resources and policy
needed to achieve real change,” Polman summarized.

2. Values drive innovation- one of the questions I’m frequently asked is if intention matters.
In other words, does it matter if a company becomes more sustainable because it really believes
in it or because it was forced to do so? I have to admit that for a while I thought that intention
doesn’t make much of a difference and that we should evaluate companies mainly on their
actions rather than the reasons behind them.

3. The challenge of scaling up - “No business, government or UN agency can achieve the
agreed reduction of child mortality alone,” writes Paul Polman. And he’s right. The problem is
that even an innovative partnership like this one will have a very difficult time achieving
systemic change and meeting the goal of significantly reducing child mortality.

The only way to do it is probably through a multi-stakeholder effort, where more companies and
organizations collaborate to promote the practice of proper hair cleaning with shampoo.
In addition to Unilever, the partnership includes companies like Procter & Gamble and Colgate-
Palmolive and my hunch is that this framework will be able to scale up effective solutions if the
companies involved can find the way to collaborate and compete at the same time on this issue.
Otherwise we’ll be left with incremental changes that will change very little.

External Analysis

Macro Environmental Factors

Political and Legal Economic

-Political stability in Singapore; It therefore Prime minister Lee Hsien Loong has led
encourages investors to invest in countries that Singapore's economy to steady growth over
benefit the organization (Guide, 2017). the past few years (Asian, 2017).
-According to the Advertising Standards -A gradual improvement in the economy
Authority of Singapore (ASAS) ， companies means more purchasing power for
must abide by certain codes of conduct. It Singaporeans, which in turn boosts sales.
ensures that acceptable content is made Moreover, women become more and more pay
available to the public (ASAS, 2008).
attention to their appearance and personal
-Dove Intense Repair Shampoo meets Health
Sciences Authority (HSA) (HSA, 2016). image.

Socio-cultural and Demographics Economic

-Singapore women are becoming more and -Prime minister Lee Hsien Loong has led
more health-conscious, so it is necessary to Singapore's economy to steady growth over
emphasize the various health and beauty the past few years (Asian, 2017).
benefits Dove can provide. -A gradual improvement in the economy
-English is the common language used in means more purchasing power for
education and work, so our advertising Singaporeans, which in turn boosts sales.
campaign will be promoted in English.
Moreover, women become more and more pay
- Social norms and rules must be observed to
attention to their appearance and personal
prevent a backlash
image.

Consumer Behavior Analysis

As Dove is a well-known brand, many Singaporeans are familiar with the range of products
targeted at the female consumer, especially young women. Given that Dove's current consumers
are mostly single women, Table 2 is a detailed analysis of Dove's current consumers.
Women tend to buy Dove intensive Repair Shampoo because it can be used at home, especially
if there is no time limit. Dove Intensive Repair Shampoo women will use Dove Intensive Repair
Shampoo for healthy hair, especially those who are health conscious or care about appearance.
Market segmentation and target marketing

Target audience are not new to the category and are current users. As purchasing of shampoos
are often a frequent habit. Most consumers look for quality products in both design and
innovation. Hence, target audience display variety-seeking purchasing behavior. For example, a
consumer who usually buys shampoo might decide to try Dove’s shampoo and may decide to
repurchase if they like it.

Demographics

This campaign will target especially women who are young, urban professionals. The integrated
marketing communications will specifically target those aged between 18-34 who are considered
midscale and have disposable income. The people in this target audience are current college
undergraduates and graduates with management and professional jobs. This target includes both
singles and couples, most of which are without kids.

Geographic

The campaign will target areas where large concentrations of the target audience are living. This
includes the Central Business District (CBDs) areas and university campuses.
Psychographics

The psychographics of this campaign target audience are based off the Activities, Interests and
Opinions (AIOs) and the VALS survey.

Dove’s target audience AIO

AIO
Activitie Spends an average of 3 hours daily on social media.
s Enjoys scrolling through Instagram and Facebook during free time.
Attends social events during weekends.
Active lifestyle.
Purchases higher-quality items.
Interest Sports
Travel
Recreation
New technologies
Fashion
Food
Opinions Value relationships with family and friends
Work hard, Play hard
Enjoy the best of what life has to offer
Everyone has a role to play in making the World a better place
Psychographics based on AIO

Dove’s target audience VALS survey

Experiencers Achievers

Want everything
Are first in and first out of trend adoption Have a "me first, my family first" attitude
Go against the current mainstream
Are up on the latest fashions Believe money is the source of authority
Love physical activity (are sensation seeking)
Are committed to family and job
See themselves as very sociable
Believe that friends are extremely important Are fully scheduled
Are spontaneous
Have a heightened sense of visual stimulation. Are goal oriented

Are hardworking

Are moderate
 Act as anchors of the status quo

Are peer conscious

Are private

Are professional

Value technology that provides a productivity

boost.

Market positioning
Dove’s brand positioning

Positioning is defined as the main feature, benefits and image that occupied a distinctive place in
the mind of the target audiences. The target audiences are consumers aged 18-34 and one who
seeks good and healthy hair condition. Our relevant competitors are Pantene and Loreal whom
has a strong brand name and produce similar products as Dove.

Dove have a good range of the product mix that includes several products. As dove does not only
produce shampoo, thus the brand trust and brand awareness may not be higher than the
competitors (Pantene) which is the leading brand. Therefore, our aim is to increase and build a
positive brand position in our target customers’ minds by creating awareness for our shampoo
product-line by offering a variety of products for our customers to choose. We aim to position
our product in our customers’ minds as a product that provides the benefits of stronger, smoother
and healthier hair at an acceptable price. The simple and clean design of our shampoo packaging
is a contributing factor that differentiates Dove shampoo from competitors.

Therefore, as dove is a well-known and popular brand in the market, it would be able to capture
the attention of new customers and maintain current customers with its consistent and the
interactive marketing campaign.
 3.Analysis of communications process

Analyze source, message, channel factors

Unilever Bangladesh limited spends large amounts of money on developing Dove through
newspapers, billboards, TV advertisements, social media, etc. They follow some branding
promotion tools to uphold their products. Now I am shortly describing these below:

 Newspaper: There are many renowned newspapers in Bangladesh. Like the

Prothom Alo, the Janakantha, the Ittefaq, the Daily Star, Bangladesh Pratidin, etc.
Almost 70% of people in our country read a newspaper. Dove shampoo gives
some advertise in the newspapers for attracting the consumer. This is one of the
promotional activities.

 Billboards and Digital Billboards: All we know about the billboards and digital
billboards. Like some posters are hanging on the wall of the street. Here many
models take part in promoting the shampoo. So people can easily attract and have
positive vibes about the shampoo. And the digital billboards are where the
advertisements are shown continuously like TVC. So the consumers get attached
to it.

 Advertisements: It is the most common advertising tool. Most of us are very

much knowledgeable about TV advertisements. It is a live promotional tool that
can easily attract consumers. Here it is shown the benefits of using Dove. So
people feel motivated to use Dove shampoo.

 Consumer-Oriented Sales Advancement: It is directed to the final consumers of

a product or service and it contains, couponing, contests, rebates, sampling, etc.
All of these marketing tools inspire consumers to create instant buying and thus
can encourage short term transactions.

Establish communications goals and objectives

The main communication objectives for Dove is, firstly, educating customers that by using dove
intense repair shampoo, issues with damaged and stressed out hair can be solved easily.
Secondly, using Dove intense repair shampoo can aid in healthier and stronger hair. As such,
dove uses the following communication objectives.

Category need
In recent times, people do not easily grab a shampoo from the shelves which are lined with
different types and brands of shampoos. It is essential to pick the right and perfect shampoo as an
excellent condition of hair can make a person happier. Thus, dove intense repair shampoo could
make use of this opportunity to influence and communicate to consumers the benefits of using
this shampoo. The marketing campaign will also illustrate how using dove intense shampoo can
help to solve the problem of damaged hair while helping consumers to attain their desired hair
condition.

Brand awareness

Brand awareness refers to customers being able to recognize and recall a brand. Therefore,
building a brand awareness for dove is relatively important in communication objectives as this
helps to increase sales for Dove shampoo. In this campaign, we aim to achieve an increment of
30% for our brand loyalty in this 6-month marketing campaign. This will be done through an
increased exposure of our marketing message by using bus stop billboards, television
commercials, movie commercials, MRT line escalator sideways billboards and social media.
With the increase in consumer exposure to dove’ products, consumers are more likely to place
dove intense repair shampoo in their consideration set when compared to other direct
competitors before purchasing.

Brand Attitude (Brand Image)

Brand attitudes are determined as the consumer’s evaluations of the brand based on how they
feel and think about the brand which is the basic form of a consumers’ purchasing behavior
towards the brand. As such, the marketing campaign of dove intense repair shampoo will include
celebrity endorsement and well-known beauty blogger to derive the advantages of having healthy
and stronger hair. Moreover, studies have shown that there is a higher brand attitude towards
brands that utilizes celebrity endorsement and influencers. Therefore, it can help improve the
brand image of dove intense repair shampoo and portray it as a one stop solution to attain a
healthier and stronger hair.

Brand Purchase Intention

To convince customers to switch to using dove intense repair shampoo, we will place a large
emphasis on the health benefits of dove shampoo. To do so, we will be using excitement
advertisements and offer samples at roadshows and supermarket. Moreover, we will have sales
and promotions for Dove intense repair shampoo ran to increase sales. After the marketing
campaign, there should be a 30% increase in purchase and repurchase intention in our target
audiences.
4. Budget Determination
 5.Develop integrated Marketing communications program
Advertising: Dove is famous for their real women advertising. They can use the same strategy
here also by showing real mothers and babies, how the mothers are using the products and the
reaction of the mothers which will give good impact.

Print media
The advertisement for the Dove intense repair shampoo will be published in
the magazine named Cosmopolitan Singapore and, in
the newspaper, named as Today. The magazine will be
the weekly magazine and the advertisement will be in
full page wholly colored. Models will be used in the
advertisement in order to portray the healthy hairs
on usage of the shampoo. The purpose behind the
advertisement is to relate females who want
beautiful, strong and shiny hair. The daily use of
Dove intense repair shampoo help improves damaged hair by smoothing
them and making them stronger which reduces breakage (Dove, 2019)
The readers will be educated through print media about the benefits of using the shampoo. There
is an increased awareness among the people of Singapore in reducing hair damage with the use
of beauty products. The advertisement will provide the detailed knowledge of the benefits of the
shampoo to the hair.

Outdoor media

Outdoor advertisements will be done on MRT stations, bus stops and escalator sideways. Such
kind of platform can help to convey the marketing message effectively to potential customers as
these places are usually crowded. Advertisements placed at these points are, therefore, more
noticeable. Since MRT stations and bus stops are usually crowded, we will place advertisements
that will be big enough to get seen (Jackson, 2018). Moreover, as people usually spends between
10 to 15 seconds on the escalator, the marketing message written on this advertisement will be
creative and attractive due to the limited time in conveying the message.

Online media

It was observed that penetration of smart phones

is the highest in Singapore as it is used by almost
everyone from teenagers to adults in their daily
life (De-Solja Gutierrez, 2016). Online advertising
is an effective approach to target large number of
audiences with the correct management.
Platforms like Facebook and Instagram will be
used, and blogs will be created to showcase the
benefits that using Dove intense repair
shampoo has on our hair. Furthermore, links to
Dove’s social media platforms will be sent to
existing and potential customers through email
which will direct them to like and share
Dove’s official page.

The news feed of Facebook and Instagram will also be used in advertising and directing people
to the official page of Dove so that users can know more about the product in detail.
Advertisement will be made attractive by using bright colors, block letters, and suitable tagline
which can sum up the message and attract users when they scroll through their Facebook and
Instagram newsfeeds.

Commercial advertisement
A commercial advertisement will be used to broadcast the features and benefits of Dove Intense
Repair shampoo on both Channel 5 and Channel 8, in the movie theater, Cathay Cineplex, on
social media platforms such as Facebook and Instagram and lastly a 30 seconds advertisement on
YouTube. The advertisement will present how daily usage of Dove Intense Repair shampoo can
repair damaged hair in 4 weeks.

In the beginning of the commercial advertisement it will be shown that a girl is receiving a call
from her best friend for hanging out together. Before going to the date, the girl is starting to
prepare by washing her hair and she realized that her hair is so unhealthy and damaged and she is
upset in front of the mirror. When her friend is coming, she is attracted by her friend hair then
her friend is recommending the dove intense shampoo to the girl. After she is using that
shampoo, she feels like she comes back with the confidence of her hair which is smooth and
shiny. The final scene will be an animated video which will define how the Dove shampoo repair
the damage surface of the hair and nourish them with essential nutrients for stronger and
healthier with a long-lasting shine.

Advertising Objectives

Dove’s marketing campaign will run for 6 months in the year of 2020. The Advertising
objectives for Dove are as follows:
Reach: Prior to product launch, Dove will have prominent figures such as beauty bloggers and
YouTubers to address the message and review the product to create buzz. This is then followed
with a series of commercial in the movie theatre, Television and YouTube to create awareness
and maximize reach. Dove aim to reach 80% of the target audience with our media strategy. To
entice current and new consumers, roadshows with standees and posters will be conducted in
major supermarkets on a weekly basis where samples of the intense repair shampoo will be given
out. Moreover, the product will be advertised on social media to create continuous exposure to
Dove’s product that help enforce Dove’s image in the target audience’s long-term memory.

Frequency: Based on the three-exposure hypothesis by Krugman, a minimum of 3 exposure is

required for an advertising message to be effective. Thus, our targeted frequency of advertising
message will be about 5 times to our target audience in a span of 4 weeks. Given that our
primary target audience are young adults and middle age women, our advertisement will portray
a female with a soothing and trustworthy voice to aid in brand recognition and brand recall.

Weight: The media plan generated for a four-week media planning period is as follows:

Continuity: The whole campaign will run for a period of 6 months from February 2020 to July
2020. To increase product awareness for Dove, there will be festive campaigns held in February
for the Chinese New Year and in March for Women’s day. These campaigns will be advertised
on the social media platform a week before the start of the promotion. At the same time, our
regular advertisements on YouTube and social media will be broadcasted for the whole 6 months
as it is able to reach a large audience at a lower cost.

Recency: Roadshows will be conducted at major supermarkets such as Cold Storage and
FairPrice on weekends where the majority of our target audience would patronize. This can help
achieve recency as the roadshow with a promoter will be positioned at the point of purchase to
entice customers to try Dove’s new shampoo.

Develop advertising Message: Dove Shampoo can give straight forward advertising
message like: “Mothers do not need to worry now.. Dove has come with all natural products to
take care of her and her babies heir.
Packaging: The packaging should be very hygienic and they should do something different in
colours of the packaging rather going for their traditional white theme
packaging. This will attract the attention of customers and will differentiate the baby care
products from adult products.

Direct Marketing: For Direct marketing Dove can sell their intense repair shampo products
in online shopping sites and online pharmaceutical sites.

Public Relations: The PR need to be very strong in the case because they are going to deal
with shampo products. The PR group need to create an awareness among the customers.

Personal selling and e-communication: E commerce sites are now-a-days very popular
and people prefer buying online so it will be very helpful for Dove.

Sales Promotion: Sales promotion will be the major part for Dove shampoo products. It will
help to create awareness. What Dove can do is they can make various campaigns and shows in
the shopping malls, they can do shelf hiring in the medicine shops which will create visibility.

Sponsorship: Dove can sponsor with organizations like First Cry, and with the renowned
hospitals and women’s care centers where they can promote their products.

Promotion Budget:
Affordable Method: As Dove is going in totally a new segment I think 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

Competitive Promotion Budgeting: Here they can see the market share of Johnson &
Johnson which is their main competitor. They can set budget accordingly and this will help them
to acquire the market to some extent.

6.Integrate and implement marketing communication strategies

Integrated Marketing mix strategy:

Product Before the traditional Dove shampoo brand, Dove had a good reputation among
consumers, which was beneficial because it created brand awareness. Therefore,
Dove Intense repair shampoo can enter the market well and attract the target
market.

Price Dove strong repair shampoo costs $11.70 for 700 ml. Compared with direct
competitors, the price is competitive.

Place Dove strong repair shampoos are ubiquitous in Singapore because they are sold
in supermarkets, convenience stores, and hypermarkets. The distribution of the
product is enormous and the island wide, making it convenient and easy to reach
when needed.

Promotion Engage in health, beauty, and fun activities to raise product and brand awareness
of the target audience. Dove's marketing approach is different from that of its
competitors because it consistently promotes and attracts consumers. Dove also
runs roadshows and events to attract and inform consumers about the direct
marketing of its existing products.

Create and produce ads

The innovation system created combines new media and material display programs to enhance
the righteousness of our product. This will attract target consumers given the benefits our
product provides. Moreover, it will help increase the bond with our target buyers which helps to
expand the Dove’s industry.

The brand message will be communicated to the target audience, using the tagline, “Nourished
hair; Beautiful hair” through the campaign.

Creative idea

Practically Oriented Advertising

Advance to purchasers' legitimate requirements for unmistakable, physical, valid and tangible
advantages.
Distinguish the features and benefits of Dove which are different from contenders.
Selling point: healthy product, sustaining scalp and the ability to make consumers’ hair healthier
that leaves a wonderful smell after using. Dove is especially targeted at the female market.
Moreover, this product can be found easily at places like convenience stores, 7/11, grocery
stores, etc.

Experientially Oriented Advertising

1)Targeting at psychosocial needs of customers by asking for their ideas, reviews and behavior
towards our product in a group environment.
2)Product fair and occasion roadshows to attract more consumers.
The brand message will be communicated to the target audience, using the tagline, “Nourished
hair; Beautiful hair” throughout the campaign.

The process of our promoting campaign will start off with outdoor advertisements. This will be
conducted at crowded areas such as bus stops, shopping malls and any other crowded places with
the use of digital billboards, signboards and display panels. These areas are emphasized to help
increase exposure to our marketing message as we will be able to reach out to a huge amount of
people, since there will be a lot of people waiting for buses, taxies and MRTs at traffic junctions.
Moreover, we will still use content marketing to reach out to a higher amount of people by
putting an advertisement for our product through social media such as Facebook, Instagram and
YouTube to target young adults and consumers belonging to generation z. As a result, we believe
that this will increase the exposure of our product.

Furthermore, we would also like to feature Pei Shi, a social media influencer, to promote our
brand. She is one of the famous influencers that we should hire because of her capability in
marketing promotion. Since she has become one of the successful influencers, we believe that
this could be an advantage in increasing Dove’s awareness. According to our research, "She is an
effective endorser because she is able to sell products by virtue of her testimony. The masses
identify with her and thus patronize the same things she does. She is also multi-talented, which
allows variety in terms of commercial executions.

Traditional Media
Bus Stop Shelters and Mass Rapid Transit (MRT) station

Advertising using billboards at bus stop shelters and MRT stations is advantages as commuters
will be exposed to our advertisement for a period. Given the number of commuters taking public
transport daily, our advertisement will attain many exposures in both peak and non-peak hours.
With repeated exposure, it could aid in Dove’s brand recall and an increase in awareness.
Moreover, advertising on bus shelters creates an average exposure of 131 times by a commuter
in a span of two weeks with the ability to reach out to 3.9 million people (OOH Media,
MediaCorp 2019). To ensure that Dove’s advertisement engage and capture its target audience
effectively, it will be placed at bus stops with a high human traffic to create a constant
advertising presence. Billboards will be placed at a total of 100 bus stops at locations near
shopping malls and places with high traffic for 2 weeks.
Table: Rates for Bus shelter Advertising. (OOH Media, MediaCorp 2019)

For advertising on MRT stations, Dove will work with SMRT to place advertising along Main
line. The advertisement format would be 12-sheet and scheduled to advertised for 13 weeks.

Table: Rates for MRT advertising (SMRT, 2019)

Escalator sideways Billboard

Billboard advertising is one of the earliest and most effective form of outdoor advertising. Thus,
a strategic location is key to effective advertising. Dove will work with SMRT to advertise on
the side panels of escalators and Travellator along the Main and circle line for a period of 4
weeks. These locations were chosen to target the working adults working in the Central Business
District (CBD) of Singapore.

Table: Rates for Escalator sideways billboard advertising (SMRT, 2019)

TV Commercial

Television (TV) is a popular platform where around 3.4million people in Singapore tuned in on
an average weekly basis. Of these, Channel 8 holds the highest reach weekly at 51.1 percent with
Channel 5 following at 35.5% of local viewers (Channel NewsAsia, 2018). With Free-to-air
(FTA) channels being broadcasted to every household, it can help Dove to create significant
brand awareness. The one-minute TV commercial will be shown on both Channel 8 and Channel
5 between the time of 7pm to 10pm for a period of 6 weeks. The 6 weeks are then sub-divided
into 2 weeks for 3 period, as highlighted in our media plan, to maximize product exposure and
viewing of the commercial.

Table: Rate for TV commercial

Movie Commercial

Cinema Advertising is a popular choice of advertising as it can capture the undivided attention of
moviegoers and thus engage them on a deeper level. In Singapore, JCDecaux is the market
leader in this field with advertising networks island wide (JCDecaux, n.d.). According to
statistics by the Info-communications Media Development Authority, a total of 19.6 million
people in Singapore frequent cinemas in 2018. This illustrates the popularity and potential for
cinema advertising. We intend to advertise in Cathay Cineplex in the initial stage of our
campaign to create awareness and promote advertisement recall.

Design and implement internet marketing programs

Social Media – Facebook/Instagram

In the age of social media, it has become an integral part of modern society. With over 3.4 billion
of individuals being connected to the mobile internet (Alex, S 2018), having a social media
presence to advertise can be beneficial. As reported by Statista (2019), social networking is a
powerful tool where leading social networks, such as Facebook, can help promote products via
social advertising. we will be utilizing both Facebook and Instagram to launch our campaign and
relay information on new promotions and upcoming events throughout our campaign period at
no cost as it is free to post on Facebook and Instagram.

YouTube 30 Seconds Advertisement

YouTube is a video-sharing website that is ranked as the second-most popular website in the
world. It is a platform that allows people to connect globally through video-sharing. In the age of
smartphones, advertising on YouTube proves to be very effective and cost-saving as a large pool
of target audience can be reached at a relatively low cost. The cost to advertise on YouTube are
also budget controllable as it is based on a ‘per view’ basis where YouTube only charges when
the advertisement is viewed for 30 seconds or when the TrueView ad is clicked. For Dove, we
allocated a budget of $1,000 with costs incurred only when the advertisement is viewed for 30
seconds or clicked in.

Budget for YouTube 30 seconds commercial

Beauty and YouTube Blogger

Pei Shi, also known as speishi to her followers, is a popular fashion and beauty blogger and
YouTuber from Singapore. Given her past experiences as an ambassador for major brands such
as L’Oréal Paris Micellar Water and SK-II, she will be a good fit to represent Dove. Her blog
mainly features personal haircare and beauty tips that allows her to connect with women and
young adults that reads her blog. With currently 323k followers on her Instagram page and 138k
subscribers on YouTube, featuring her as Dove’s ambassador could help Dove to facilitate with
her large pool of followers on both Instagram and YouTube. Moreover, her cheerful and
feminine image suits the image Dove wants to portray.
 7.Monitor, Evaluate and Control IMC Program

Outline Evaluation
The evaluation of marketing effectiveness of Dove’s program can be enhanced by creating
sequential steps to understand the need of developing better plans for the strategies. Primarily,
the different types of marketing efforts controls can be evaluated by preparing annual control
plans like sales analysis, market expense vs. sales analysis, analysis of market shares, financial
control and even analysis of market scoreboard. The efficiency of the strategies implemented
require control through understanding the sales force efficiency and advertising efficiency. The
strategic control measures are based on aligning the organizational strategy with systems
structure for creating a monitoring system and evaluate the performance.
Survey Approach
The survey approach can analyze the perception of consumers in the market commenting on the
favorability of the product and expectation of consumers that are still not met. Surveying can be
conducted in the way the company conducts promotional strategies. Online survey through social
media and connective channels are the most common processes that capture the reviews of
netizens. However, the significance of conducting in-person survey reflects better result.
Analyzing the consumer perception and expectations through verbal as well as non-verbal
communication makes the survey more authentic by addressing the emotional intelligence and
raw data over hypothetical data.
Social Media and Website Approach:
The social media and website hold the larger portion of the market as consumers prefer online
shopping and avoiding in-person review sessions due to lack of time. Hence, approaching the
consumers through online platforms keep their interests aligned to the reviews. For instance,
while conducting online contests on dove’s effectiveness, consumers have been willingly spirited
to take up the challenge of using dove and then review on the product through their social media
platform. The enthusiasm of consumers to be in alignment with the social media activities is
hence, created and maintained making evaluation of marketing effectiveness intact.
Message Research Measures:
Message research measures refer to the effectiveness the brand message circulated in the market
and its impact on the potential consumers. The evaluation and controlling the effectiveness of the
message of the product is measured through surveying and reviews collected from the
respondents reflect the intensity of effectiveness they have been receiving from the product. The
consumers react to the brand strategies in a timely fashion and hence, the brand has to implement
control measures based on the reactions of the market that can ponder on the new demands and
efficiently focusing on the change policies to be implemented.

Evaluate Promotional Program

Cognitive dissonance:
Consumers may be dissatisfied with Dove’s product based on their personal perceptions of the
product that may be due to various factors. It may be rooted to the fact that the brand itself does
not seem to be appealing to them or that they are already using the product of some other brands.
In addition to this, they may feel that the product might not be as effective as it is presented in
the advertisement.
These dissonances can be overcome by providing reviews from existing customers to the
potential customers. This will be helpful in presenting a true picture of the actual results and
benefits of Dove’s intense repair shampoo to potential customers. Raw comments and reviews of
the product from random customers will be presented before to potential customers. Moreover,
the before and after images of the hairs of the customers after using Dove’s Intense repair
shampoo will also be presented. This will bring clarity into their mind regarding the benefits of
the product. Cognitive dissonance is not considered to be a huge issue because the product is not
involved to a great extent and therefore, has very low cognitive dissonance (Thibaut, 2017).
Claim disbelief:
Daily use of shampoo is often considered to be unhealthy for the hair and it is often
misinterpreted that using shampoo on a daily basis will damage hair by removing the natural oils
from the scalp which damages hair roots. It is also believed that switching from one shampoo to
another causes damaged hair. Many people are however, unaware of the fact that regular use of
shampoo is recommended as it cleanses the dirt from the scalp and provide essential nutrition to
them which helps to strengthen and repair hair. Also, by switching to other brands of shampoo
will not necessarily damage hair. This is depended on the suitability of the shampoo which is
used as a replacement that varies from different consumers.
The doubts of the customers will be cleared by educating them on the benefits of the Dove
intense repair shampoo and how its ingredients is more effective than that of the other brands
through our promotional marketing efforts.