George Mylona IMC 409 - Methods of IMC Spring 2010
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
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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 will be used as value added techniques and a tie-in as a fundamental execution. Public relations tactics will be used to build awareness at low cost and direct marketing approach to contact current and potential consumers through emails.
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History Of DOVE® Chocolate
The history of DOVE® chocolate started in 1939 when Leo Stefanos a Greek-American opened his candy shop at the south side of Chicago with the name DOVE®. In mid ‘50s, watching his son running down the street after an ice-cream truck, Leo Stefanos created the DOVEBAR® as an attempt to stop kids chasing the ice-cream van because he thought it was dangerous. Not before long, DOVEBAR® a hand-dipping ice-cream in premium chocolate became an instant success. Following the family’s tradition and his father’s footsteps, Leo’s son got involved in the family business making the DOVE® chocolate known nationally. During the late ‘70s, street vendors sold over one million of DOVEBAR® within a year increasing the popularity of the DOVEBAR® and attracting the attention of other family expert chocolatiers. In 1986, Mars Masterfood US a subsidiary of Mars, Inc acquired DOVE® and soon enough it became the crown jewel of the company. Before launching DOVE®, Mars refined the purity and taste of DOVE® introducing milk and dark chocolate bars in the ‘90s.
The company’s principle is to establish high quality, ensuring a silky, smooth texture and delicious, lingering taste (dovechocolate.com).
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• Exceptional quality: DOVE® chocolate is crafted from a specially selected blend of cocoa beans to deliver the signature DOVE® chocolate. DOVE® Chocolate belongs to a line of heart-healthy snacks that are guaranteed to contain at least 100 mg of cocoa flavanols per serving. Cocoapro® cocoa is the most studied cocoa in the world in terms of health impact (Journal of Hypertension, 2006). • Tremendous Sales Increase: During the period 2005/2006 DOVE® had an...