An Evaluation of the Strategic Application of Integrated Marketing Communications for Dove

Purpose of typically the website The website of a new company can be considered like a promotional event about its own. The internet is a new place for individuals to communicate with others, companies and individual alike (Rowley, 2004). The primary objective behind the Dove website is to behave as a rich information source targeted at the consumer; fundamentally females of all age groups. Such websites are usually generally referred to as non-transactional brochure websites. The website aims to provide information about the Ove brand, Dove products, Real Beauty philosophy and tools to attract users plus enabling them to interact with the company.

Although Dove does not sell directly to the customer, unlike Body Shop, the web site is very customer-centric due in order to the nature of the creative communications strategy – ‘Real Beauty’. Communications Objectives The communication objectives can vary from creating plus increasing brand awareness to be able to changing perceptions about the philosophy of the business that would ultimately affect behaviour. Possible communications goals may include education and information, branding and image building, affecting attitudes, and loyalty and reminding (Christopher et al, 1995).

In the case regarding Dove, the umbrella conversation objective is to provide information to effectively replace the target consumer’s knowledge, awareness and attitudes towards the particular brand, which would eventually change behaviour. The content of the website is focused on the objective regarding branding, via brand creating activities with the use of the marketing communications tools. The communication objectives have dissemination of details about new and existing products, regarding the Genuine Beauty campaign and the various activities and promotions that are linked with this, that are strongly aimed on changing mindsets of typically the target audience.

Also included in typically the objectives is creating associations (Rowley, 2004) and getting customer loyalty, through primary interaction with customers plus finding ways of producing the brand more significant to them. Evaluation in the Response Hierarchy Models Eruct & Belch (2004) think that perhaps the most important aspect of developing effective marketing communications programmes requires a comprehension of the response process the receiver may go through in addition to how the promotional efforts of the marketer effect responses of the focus on consumers.

The particular three renowned models associated with the response process include the AIDA model (Christopher et al, 1995; Fill, 2005; Belch & Eruct, 2004), hierarchy of results model and the information-processing model (Fill, 2005; Burp, eruct & Belch, 2004; Huizingh et al, 2003). Typically the stages in all 3 models are represented by the cognitive, affective plus behavioural stage. The structure of effects model will be based on the supposition that a consumer passes via a sequence of actions, which include awareness, information, liking, preference, conviction plus purchase.

Many of the steps within the information-processing model usually are similar to those associated with the hierarchy of effects model, a new action introduced is that of retention, which often pertains to a client keeping relevant information. The hierarchy of effects model is usually known to be effective in advertising (Belch & Belch, 2004; Fill, 2005) and Huizingh et ing (2003) has proven via experiments, the potency of the design to websites as a new marketing tool. Linking Marketing Communications Tools to Response Levels

An research is undertaken below to identify the tools that seem to be the most efficient at each stage of response. Advertising The core concept of the the website is in order to inform the target audience concerning Dove’s philosophy of attractiveness, which is that, “beauty comes in different styles, sizes and colours”. The philosophy is aimed at touching a nerve regarding females of all age group groups and is inside stark contrast with the particular popular culture which bombards us with unrealistic images of physical perfection (www. unilever. com). The brand name pyramid exhibited below exhibits what Dove, as a new brand, stands for in a glance.

The website contains a section dedicated to Genuine Beauty which contains TV SET ads, inspirational articles, wellness and beauty articles, strategy promotions, awards, Ask typically the Expert feature and active beauty tools. There provides been an argument over typically the effectiveness of ESPs (Emotional Selling Points) versus USPs (Unique Selling Points), in which the former focuses about brand values based upon emotion and imagery and the latter on the more functional, rational approach (Fill, 2005). Dove’s campaign clearly highlights the ESPs, as they stir a chord in the women’s center, therefore creating both intellectual and affective responses.

A slight region of concern about the particular Real Beauty Campaign is usually that while Ad Age (Neff, 2004) might consider the campaign like a stage forward, with Dove’s sales increasing over the many years, it is still in order to be seen how the campaign will probably be received above the long-term. Dove has been initially launched with a great unique functional benefit heightened by support from dermatologists and formed a strong emotional link through the one-fourth moisturising cream. That will struck a chord with women who liked Dove’ s qualities of simplicity, gentleness and truthfulness, thus creating a strong connection of trust.

The Real Beauty strategy focuses on an important concern that women are dealing with worldwide but it may be seen slightly disconnected with the brand’s history and before positioning. Sales Promotion Typically the sales promotions offered in the website include providing out free samples of Calming Night, Ultimate Clear, Good Stuff shampoo and Actual Beauty T-shirts (on? 12-15 purchases). All the free sampling is done for brand new products which are released within their own active sections on the website. These sections assume the particular role of interactive ads on the net.

The tool of sales promotion is therefore effectively being used upon the website to induce trial of new items and can lead to covering just about all the stages within the pecking order of effects model, beginning from brand awareness (cognitive stage) to leading them to the behavioural stage (ordering free samples or buying Dove products worth? 15). Direct Marketing The internet browser is enticed to join “YourDove” and register for Dove Dimension e-newsletter or perhaps magazine. “YourDove” entitles the particular user to previews of special offers and product innovations, articles from “Opera. om”, access to attractiveness editors and expert’s suggestions and provides ideas to generate their own personalised attractiveness care routines. Toll free contact numbers are available on the website for customer support plus emergency calls. The web site provides a link to enable the browser to give feedback to Dove and “Add Your Details” alternative. The direct marketing upon the Dove website effect the browser in the cognitive and affective stages in the model. Public Relationships The most crucial aspects in the success of the particular Real Beauty campaign offers been the effective employ of PR to impact the consumers at the cognitive and then the efficient stage.

Typically the “Dove in the News” section contains a number of press releases that have been published in various papers and magazines. The Strength of Word of Mouth (WoM) All product fine detail pages have a hyperlink to enable the web browser to send the page to a friend by email. A link for the campaign for Genuine Beauty website (www. campaignforrealbeauty. com) is available inside the Real Beauty section, which often takes the browser directly into a detailed version regarding the activities linked to the particular campaign (advertisements, surveys, Self Esteem Fund, voting by simply browsers on their thoughts of their beauty, message panel for females etc .. This particular provides the browsers with an online platform to engage in meaningful dialogues concerning the campaign by posting their views and activities, which results in an overwhelming experience for the internet browsers. This takes the principle of the effectiveness plus power of WoM to a new level, thereby influencing the browser at a cognitive level and possibly at the affective level in case of the particular online forum, if he happens to read some really heart-warming experiences. Additional important elements of the web site

There is usually consistency and clarity inside the flow of the website and the utilization of brand colours, language in addition to design aspects give a new very welcoming feel to be able to the browser. One aspect of peculiar interest inside the web site is the “We’re listening” section wherein the internet browser will find the FAQ, retail store locator and contact us all sections. The FAQ segment contains info on Dove’s promotions and offers, the associated with coupons in newspapers and magazines and the plans of making these coupon codes offered to Dove subscribers.

If a consumer has to track a good order that he places, the only way will be via emailing Dove, since they do not e mail the consumers about just how the item is being tracked, which often is a weakness of the website. It will be intriguing to note of which information about product elements, product lifetime and also the precise product information regarding some of the brand name values is in the FAQ section. Facts like Dove is committed with a limited number of organisations in donating products for charity, the company’s ethical stance on pet testing and its position on recycling and atmosphere are only available in the particular FAQ section.

Other information about Dove’s beauty philosophy including the particular Self-confidence Fund etc. will be also seen in the COMMONLY ASKED QUESTIONS section. The problem here will be that vital advice about the company is lying inside a segment, which is quite invisible for the browser. Notably this information can play the key role at the intellectual stage. Conclusion & Suggestions It has been mentioned that the Internet is possessing a huge impact around the marketing communications programmes regarding companies. The hierarchy of effects model was applied to analyse how Ove is exploiting the Net for influencing consumers.

In this analysis of the website, that is concluded that the marketing communications tools of marketing, sales promotion pr, primary marketing and word regarding mouth have been effectively applied to influence the internet browser at the cognitive plus affective stages of response. It is seen of which the tools can influence the browser at a lot more than one stage in a particular time. It seems that the tools of advertising, direct marketing, public relationships and word of mouth area, in case there is Dove’s website, influence the browser at typically the cognitive and affective ranges.

Sales campaign, however, seemingly has a great influence on the intellectual, affective and behavioural levels of response. The website overall is quite concentrated on the creative communication platform of Real elegance, which is integrated directly into many features of the particular website, which influences the browser strongly at the efficient stage. The weaknesses associated with the website include typically the lack of visibility of brand values to the browser, so it is recommended that the separate section for brand values should be created.

Also, several of the facets of the particular website are not integrated well, especially those relating to sales promotions, for which the browser has to visit another linked web site. If these features had been better integrated into typically the website, it would create a more synergising and built-in experience for the web browser. Lastly, while the Real Beauty campaign, which will be at the heart regarding Dove’s marketing communications method, is creating waves inside the media presently, not really much can be said about the future of the particular campaign because it deviates actually so slightly from the prior positioning of the company.

Never typically the less, Dove appears to be a very patient and supportive brand. The site achieves the communications goals satisfactorily and can as a result be deemed as effective. It influences the web browser more at the cognitive and affective stages associated with response and lesser at the behavioural stage, which is acceptable due to the non-transactional nature of the website. Appendix Screenshot 1 Screenshot 2 Screenshot 3 Screenshot 4 Screenshot 5 Screenshot 6 Screenshot 7 List of References Kotler, P. (2003), Marketing Management, 11th ed., Pearson Education, Inc.

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