Marketing Plan
Marketing Communications Plan
Master’s Project
George Mylona IMC 409 - Methods of IMC Spring 2010
Contents
Executive Summary Situation Review ▹ ▹ History S.W.O.T Analysis
Marketing Objectives Analysis of Communication Situation Strategic Idea Target Audience Analysis Positioning Strategy and Rationale Budget Recommendation and Rationale Communication Objectives and Strategies Tactics and Executions ▹ ▹ ▹ ▹ Advertising Sales Promotions Public Relations Direct Marketing
Page | 2
Executive Summary
DOVE’s® chocolate principle to establish high quality, ensuring a silky, smooth texture and delicious, lingering taste has been the key principle that drives the brand’s success since its introduction in 1990. Similar principles, however, have been adopted by competitors too. After the execution of a S.W.O.T analysis of DOVE® chocolate, there is a key point that could differentiate and move DOVE® chocolate a step ahead of the competition. The opportunity is derived from a study that shows women who include chocolate on their diet are more likely to have higher levels of desire, arousal and satisfaction from sex than women who don’t eat chocolate regularly. To do so, DOVE® chocolate must target women who have low libido or sexual desire. This group is consisted by a large percentage of the U.S women population who tend to spend more money on quality products. Also, women in this group are professionally successful, they are too busy with work and family and they seek new ways for boosting their sexual life with their partners. In order to obtain a successful marketing communications plan, the marketing communications department of DOVE’s® chocolate will focus on increasing awareness by 40 percent and affect positively the image of DOVE’s® chocolate throughout the six months campaign. Tactics for accomplishing the marketing communications objectives will be print, online and out-of-home advertising, sweepstakes and sampling
Master’s Project
George Mylona IMC 409 - Methods of IMC Spring 2010
Contents
Executive Summary Situation Review ▹ ▹ History S.W.O.T Analysis
Marketing Objectives Analysis of Communication Situation Strategic Idea Target Audience Analysis Positioning Strategy and Rationale Budget Recommendation and Rationale Communication Objectives and Strategies Tactics and Executions ▹ ▹ ▹ ▹ Advertising Sales Promotions Public Relations Direct Marketing
Page | 2
Executive Summary
DOVE’s® chocolate principle to establish high quality, ensuring a silky, smooth texture and delicious, lingering taste has been the key principle that drives the brand’s success since its introduction in 1990. Similar principles, however, have been adopted by competitors too. After the execution of a S.W.O.T analysis of DOVE® chocolate, there is a key point that could differentiate and move DOVE® chocolate a step ahead of the competition. The opportunity is derived from a study that shows women who include chocolate on their diet are more likely to have higher levels of desire, arousal and satisfaction from sex than women who don’t eat chocolate regularly. To do so, DOVE® chocolate must target women who have low libido or sexual desire. This group is consisted by a large percentage of the U.S women population who tend to spend more money on quality products. Also, women in this group are professionally successful, they are too busy with work and family and they seek new ways for boosting their sexual life with their partners. In order to obtain a successful marketing communications plan, the marketing communications department of DOVE’s® chocolate will focus on increasing awareness by 40 percent and affect positively the image of DOVE’s® chocolate throughout the six months campaign. Tactics for accomplishing the marketing communications objectives will be print, online and out-of-home advertising, sweepstakes and sampling