Analysis Of Integrated Marketing Communications CampaignEssay Preview: Analysis Of Integrated Marketing Communications CampaignReport this essayIBMS, PT3 Diemen, April 2007Analysis of integrated marketing communications campaignDove Pro – Age.Prepared for: Menno van VoorthuizenPrepared by: Ewa Kozlowska(405825)Table of contents:1. Introduction.2. Marketing communications and branding.3. Target groups and positioning.4. Analysis of elements of communication mix, and message strategy.5. Integration level of the communication.6. Marketing communication objectives.7. Building a relationship with customers.8. The campaign’s influence on the brand equity.9. Type of the research used to define marketing communication direction.10. Conclusion.11. Bibliography.1. Introduction.This report present the analysis of the communications campaign of Dove Pro Age, which is a part of the big Campaign for Real Beauty. Dove is one of the brands of Unilever. It has been chosen for analysis because of its uniqueness, originality and innovative character.
The assignments consists of nine short chapters and is ended with conclusion. The main parts of the report consider the issues such as branding, positioning, target markets, integrated communications mix and communications objectives.
The whole report is based on secondary research. The main source of information, needed to do the analysis of the campaign, was internet. Theory needed to support the analyze of found data, was strived mainly in the text book, “Marketing Communication”; A European Perspective by P. de Pelsmacker, M. Geuens and J. van den Bergh.
2. Marketing communications and branding.Marketing communications have an important role in building and maintaining brand value. According to American Marketing Association “brand is a name, term, sign, symbol or design, or combination of these, intended to identify the goods or services of one seller or group of sellers, and to differentiate them from those of a competitor.”
Dove is one of the Unilever’s brands and belongs to manufacturer brands category. Unilever tries to differentiate its brand from other skin firming products. They are doing this by advertising their products as a Pro Age cosmetics, while all other companies are struggling to come up with anti age products. The range of Dove’s Pro Age cosmetics contains creams, lotions, gels etc.
The brand with help of its communications support became a symbol of real beauty. The advertisements are directed to women who likes their body and are resigned themselves to their looks. Pro Age campaign is not showing beautiful young and slim bodies but real average women. The campaign promote not only the products but also tries to teach women to accept themselves the way they are. The catchphrase of pro age products ad is “ Beauty has no age limits”. “Dove wants to instill a new attitude in the anti-aging category- from negative and fear- driven to affirmative and hope- driven. In doing so we hope to encourage and inspire more women to see the potential that lies within their skin and hair, and themselves. Pro Age is Dove’s commitment to women who are entering what could be the most exciting stage of their lives.”
Our support of beauty is a message to all, especially for those with special needs. Our focus here is on helping to create a positive, positive life for those who are ready to go into their idealism, beauty, lifestyle and to help others find their true potential, and become happier and more fulfilled. We hope that the media will not only support this campaign, but also help those with special needs gain to find their true and unique potential in this moment of amazingness.
‖
We believe that the message about beauty is strong, passionate, positive and empowering. A lot of my friends have experienced problems with their appearance or are experiencing physical problems. We find our lives being much simpler as our friends, family and the environment in which we live. And we need a change. People with physical problems that don’t feel a strong sense of entitlement are not going anywhere. We must make a more personal change in our lives so our own bodies are always able to make choices about a lot of our concerns and needs.
‖
My parents are so proud that they are supporting our campaign and that I and many others in my life are starting to feel confident about what we are doing. They appreciate how important it is that we give you hope, confidence and support over your fear. We know that more lives are a lot easier when you are not afraid to speak out. We also know that it also pays off. As mothers and grandparents, you are responsible for your own health so how can we make the most of your support, hope, and awareness?
‖
―
{$:/config/core.css;}