IMC plan for Dove (整合营销沟通)

IMC Plan for Dove

Contents

1. Introduction ... .................................................. .................................2

2. Brief Introduction of Dove

.

.................................................. ..............2

3. Survey and Analysis of Dove in the UK Market

.

.. ...............................3

3.1 Analysis of Questionnaire......................... ..................................3

3.2 SWOT Analysis of Marketing Strategies

.....................................4

4. IMC Strategies(Marketing Mix)

............................................. ............5

4.1. Product Strategy.... .................................................. ..................5

4.2. Advertising Strategy

.

.................. ...............................................6

4.3. Price Strategy ................... .................................................. ......6

4.4. Placing Strategy

................................................ ........................6

4.5. Promotion Strategy ............................... ....................................7

4.6. Innovation-Emotion Strategy

.

................................. ...................7

5. Evaluation of IMC Strategy ..................................... ..........................8

6. Conclusion

.

................ .................................................. .....................8

7. References .. .................................................. ....................................9

1. Introduction

21st

century

is

the

high-speed

boom

stage

of

the

sustained

development

of

market

economy,

and

the

economic

model

will

have

a

drastic

change

to

be

a

more

rational

market.

Under

the

new

era

of

rapid

development

of

information

and

widespread

Internet, our

game

rules are

more scientific

and reasonable, and

the

competition

will

be

more

brutal

for

the

enterprises

which

do

not

have

the

competitive

edge.

Our

consumers

are

more

rational

that

we

need

to

enrich

our

products

and

services

to

present them the best products.

In the

mid-80s of the 20th century

, American

marketing

guru Don ? Schultz proposed

and

developed

the

view

of

Integrated

Marketing

Communication

(IMC).

It

refers

to

unifying

all

communication

activities

that

are

related

with

the

marketing

of

the

companies,

recognizing

and

evaluating

the

strategic

role

of

the

various

communication

methods

to

make

them

build

a

constructive

relationships

with

their

employees,

customers,

other

stakeholders

and

the

general

public

with

the

help

of

a

variety

of

media

or

other

means

of

contact,

thus

to

establish

and

strengthe

n

the

mutually

beneficial

relationships

with

them,

and

to

combine

these

methods

and

integrate

the

dispersed

information

seamlessly

in

order

to

provide

clear,

consistent

and continuous and

the

largest

impact of communication. The core

idea of IMC

is to

integrate

all

internal

and

external

resources

to

recycle

the

production

behavior

and

market

behavior

of

the

enterprises

and

fully

mobilize

all

positive

factors

to

achieve

the unified communications objectives of the enterprises.

Schultz

(1997)

thought

that

integrated

marketing

communications

is

a

integrative

spread tool to carry out enterprise's marketing strategies. Duncan and Caywood (1996)

put

forward:

marketing

communication

is

a

set

of

strategic

process

that

influence or control all

market

information,

it

need to coordinate all

the

information

and

organizational

communication

media,

to

integration

the

brand

influence

to

consumers, to encourage purpose dialogue, and to create and cultivate profits relations

between enterprise and customers and other stakeholders.

2. Brief Introduction of Dove

In 1986, M&M/Mars crowded

Dove

into arms, and

treated

the

Dove brand which

is

born

for

love as a daughter.

After

the

improvement

for

the purity and taste of

Dove

chocolate,

the M&M/Mars

introduced

milk chocolate, dark chocolate, and other

new

flavors of chocolate

in the 90s of

last century.

These chocolates continue

writing

the

legend of Dove and make the popularity of Dove chocolates last till now.

Its

main products are: Dove Hazelnut Chocolate, Dove White Milk Chocolate,

Dove

Dark

Chocolate,

Dove

Smooth

Milk

Chocolate,

Dove

Mellow

Mocha

and

Toasted

Almonds Chocolate,

Dove

Hazelnuts

&

Almonds & Raisins Chocolate,

Dove

Brittle

Chocolate,

Dove

Glamourous

Chocolate,

Dove

Crispy

Rice,

Dove

Malt

Crisp

Chocolate,

Dove

Pure

Dark

Chocolates,

Xinyu

Mocha

Hazelnut,

Milk

Sandwich

Chocolate,

Milk

Chocolate

Apple,

Voice

Milk

Latte,

Milk

Almond

Butter,

Milk

Hazelnut and the 2011

new product Dove Silk Smooth Chocolate Bar. Dove brand

is

of

good brand recognition

in the

market, and the consumers of

Dove chocolate are of

high brand loyalty, and affect other consumers through public praise.

3. Survey and Analysis of Dove in the UK Market

Dove entered

into the

UK

market

in 1960. Before

the Dove entered

into the

UK, the

UK manufactured chocolates themselves, but the taste was difficult to

meet the

needs

of diversification. As the stunner of desserts, almost no one can refuse chocolate. It is

as

common

for

the

British

people

as

talking

about

the

weather.

In

the

cold

and

wet

winter, there is no more timely help than chewing a bite of chocolate.

3.1 Analysis of Questionnaire

In the form of questionnaire, we make a survey of 100 British from the aspects of ever

eaten chocolate brands, tastes consumers

like,

first consideration of buying

chocolate,

concern

when

consumers

eat

chocolate

and

the

suitable

price

for

a

chocolate

of

50

grams and get the following data.

1.

Among

the

chocolate

brands

consumers

have

eaten,

Dove

ranks

in

the

middle

position.

The

results

of

the

survey

shows

that

among

the

chocolate

brands

consumers

have

eaten,

Dove

ranks

in

the

middle

position

with

the

percentage

of

10.80%.

Facing

the

strong competitors, Dove is up against enormous challenges.

2. Talking about

the tastes consumers

like to eat,

consumers who

like

to eat

the taste

of milk chocolate are the most.

It

can

be

seen

from

the

above

survey

data,

the

three

tastes

of

chocolate

products

consumers

like

to

eat

are

Milk

chocolate,

Sandwich

chocolate

and

Dark

chocolate,

accounting

for 35.8%, 24.2% and 22.1% of

those surveyed, respectively.

The

survey

results

can

provide

market

basis

for

the

product

line

planning

of

chocolate

manufacturers.

3.

Talking

about

the

two

factors

considered

when

buying

chocolates,

the

consumers

mainly concern about the taste, brand and price.

Consumers

most

concern

about

the

taste

factory

when

buying

chocolate

products,

accounting

for 30.0%; the brand

and price

factors

together rank the second position,

accounting

for

20.9%,

respectively.

Therefore

it

is

not

difficult

to

conclude

that

chocolate

products

with

high

brand

awareness,

good

taste

and

moderate

cost

should

be the most acceptable by consumers.

4.

Talking

about

the

consumer

concerns

about

eating

chocolate,

easy

to

get

fat

and

high price are the main concerns.

Through the

survey of consumers

we

find

that easy to

get

fat and

high price are

the

main concerns of consumers to eat chocolates, respectively accounting

for 30.7% and

15.1%. The concerns of consumers are the problems chocolate

manufacturers

need to

solve.

Only

continuously

improving

the

product

quality

as

much

as

possible

and

gradually

developing

new

products

according

to

consumer

demand,

can

the

enterprises enlarge the market and strengthen the brand.

5.

More

than

70%

consumers

believe

that

the

most

appropriate

price

for

each

chocolate of 50 grams is 2-5 pound.

From

the above

investigation chart,

it can be seen that almost 70% consumers

think

that

the

most

appropriate

price

for

a

chocolate

of

48

grams

is

2.1-5.0

pound,

which

indicates

that

a

price

range

of

2-5

pound

for

a

chocolate

of

50

grams

is

most

acceptable by consumers.

3.2 SWOT Analysis of Marketing Strategies

?

Advantage:

a.

Financial

resources:

Dove

has

certain

edge

in

the

financial

resources.

As

it

is

invested

by

the

world's

largest

chocolate

and

confectionery

company

,

U.S.

M&M/Mars,

it

has absolute advantage

in the aspect of

funds and can continue to

input huge resources to proceed with integrated marketing communication.

b.

Market

popularity:

Because

of

the

advertising

message

of

“Rasphberry

&

Dark

Chocolate Swirl Silky smooth PROMIS

ES”, it makes the Dove brand image good

and

with

high

brand

recognition

in

the

market.

Its

market

share

is

25%

and

the

recognition ratio is 60%.

?

Disadvantage:

High-end

product

line

is

of

highly

competitive.

The

UK

not

only

faces

the

competitors of imported products, but also many domestic brands.