Dove baby

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Integrated Marketing Communication (IMC) Plan
On
Submitted By Submitted To
Akshit Jain Prof.Amarjeet Patpatia
15BSP0140
Submitted On 19 September 2016

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TABLE OF CONTENTS
EXECUTIVE SUMMARY 3
INTRODUCTION
SITUATION ANALYSIS
SECONDARY RESEARCH 5
SWOT Analysis 6
STP/Competitor Analysis 7-10
Target Market 11
PRIMARY RESEARCH
Research Goals 11
Research Design 12
Primary Conclusions 12
MARKETING STRATEGY
POSITIONING STRATEGY 13
COMMUNICATION OBJECTIVES 13
MESSAGE STRATEGY 14
BUDGET ALLOCATION 15
MEDIA STRATEGY
PROMOTIONS 18
Reasoning 19
Cost 20
Measuring Effectiveness 20
INTERACTIVE/INTERNET MARKETING 21
Reasoning 21
Cost 21
PRINT 22
Reasoning 23
Cost 23
BROADCAST 24
Reasoning 24
Cost 25
RADIO 25
Reasoning 25
Cost 25
OUTDOOR 26
Reasoning 26
Cost 26
CLOSING RECOMMENDATIONS 27
APPENDICES 28-39
REFERENCES 40

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EXECUTIVE SUMMARY
Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods Company with a
heritage of over 80 years in India and touches the lives of two out of three Indians.HUL works to create a
better future every day and helps people feel good, look good and get more out of life with brands and
services that are good for them and good for others.
Dove grew from a moisturizing Beauty Bar into a global brand with a range of products: body washes, hand
and body lotions, facial cleansers, deodorants, shampoos, conditioners and hair styling. In 2004, Dove
began its Campaign for Real Beauty, followed by the creation of the Dove Self-Esteem Fund in 2006. Now
it is coming in Baby Products as Dove Baby in Indian Market
These alternative strategies will be discussed in the conclusion of the plan.
To better understand the Baby care market both secondary and primary research were conducted. The
research showed that the wound care market is dominated by Johnsons & Johnsons After analyzing the
research results, the following communication objectives were determined
 Create awareness of Dove brand and product among 65% of the target audience, after IMC Plan
and product are launched, within the first year.
 Create interest in the Dove brand in Baby product segment among 45% of the target audience,
within the first year after the IMC Plan implementation and product are launched.
 Increase consumer knowledge especially Women as Dove is basically for women and relating with
a strategy like mother skin gets soften so as same of her baby and in both cases Dove is Best Choice
featuring differentiating attributes (Gentle enough to use on sensitive skin, Formulated with ¼
moisturizing cream to help prevent dryness, Hypoallergenic formula, Tear-free, Suitable for
regular use) to 30% of the target audience, after IMC Plan implementation and product are
launched, within the first year
 To achieve these communication objectives DOVE BABY must structure its messaging strategy
around the New Product Innovation Adoption Model, and as such, focus on increasing awareness,
knowledge, trial, and eventual adoption of the HUL brand.
 The positioning strategy derived from the primary research includes the slogan: “Soothe
sensitive dry skin with this hypoallergenic baby body wash and shampoo with ¼
moisturizing cream”.
 The recommended media strategy for DOVE BABY consists of six mediums: Public Relations,
Direct Mail, Promotions, Interactive/Internet Marketing, Print, and Broadcast. All of these
mediums effectively communicate with the target market and reach consumers in a unique way.
 Due to the confidential nature of the product and limited access to data, this IMC plan represents a
realistic exploration of viable communication options within speculative budgetary resources. As
such, program elements recommended herein represent a best case scenario, and although not
necessarily feasible at product launch, may be implemented at will.

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INTRODUCTION
Owned by Hindustan Unilever Limited
Headquartered (HUL) in Mumbai India
Products sold in more than 80 countries – men, women, babies
Bath time with your baby is special. Which means you need a special baby
product to go with it.
Dove is coming in Baby care market which will keeps baby’s skin soft from one
bath to the next. Hypoallergenic, and with our ¼ moisturizing cream, its gentle
cleansers clean baby’s skin and hair while helping to retain the moisture it can lose
in the bath – up to 5 times faster than adults. And since it’s tear-free, it is safe for
baby
Dove is mostly preferred by women as it softens their skin and in Dove Baby same
strategy is going to use to attract target audience
Dove grew from a moisturizing Beauty Bar into a global brand with a range of
products: body washes, hand and body lotions, facial cleansers, deodorants,
shampoos, conditioners and hair styling. In 2004, Dove began its Campaign for Real
Beauty, followed by the creation of the Dove Self-Esteem Fund in 2006. Now it is
coming in Baby Products as Dove Baby in Indian Market
The purpose of this Integrated Marketing Communications Plan is to present a
messaging strategy for the release of a new baby care brand called DOVE BABY.
This marketing plan will focus on highlighting the key attributes of the baby care
products and communicate the distinctive competencies of the DOVE product to the
consumer baby care market. Upon implementation, the intention of this plan is to
capture market share from already established competitors and bring DOVE BABY
to the forefront of the baby care industry.
The focus of this plan is on the consumer market, and does not take into
consideration the institutional markets, such as hospitals, physician offices, nursing
homes etc., as HUL will use Baby care of Today’s channels for that task.

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SITUATION ANALYSIS
SECONDARY RESEARCH
In order to create an Integrated Marketing Communications plan it is
necessary to fully understand the relevant markets and industries. To gain this
understanding, secondary research was conducted to analyze the competitive
environment, market trends and consumer characteristics.
In India, the low penetration of the baby care sectors and less number of
organised players in the baby retailing segment which contributes nearly 93% of the
sector’s revenue it can be said that the sector is in a very nascent stage and it is likely
to enter growth stage with the change in consumer habits of the Indian population.
The industry is facing a myriad of problems like scarcity of raw materials and
preference of people to cheaper substitutes. The industry is expectant of registering
a remarkable growth on the account of increasing baby population in India, increase
in disposable income of parents, change in consumer habits of parents and frugal
innovation done to reduce the cost of various baby care products in the Indian
market. The sector can further increase its growth rate by increasing the penetration
of the baby care products in the rural market with better distribution network.

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SWOT Analysis of Dove Baby
STRENGHTS
 Gentle enough to use on sensitive skin
 Formulated with ¼ moisturizing cream to help prevent dryness
 Hypoallergenic formula
 Tear-free care product for baby
 Suitable for regular use
 Flagship product of HUL with strong brand awareness through
advertising and branding
WEAKNESS
 Maintaining a global brand can be problematic as retailers can cause sale of
expired products
 Being a global brand means operations are disturbed by market fluctuations
OPPORTUNITIES
 Acquisitions of other smaller companies and increasing broad brand presence.
 Bringing out a range of more portable products for economy class and
increasing rural penetration
 Continuous innovation
THREATS
 Increased Competition in this market segment (Johnson & Johnson having a
share of almost 75% of baby care market in India)
 Popular only in Metro cities
 Only for higher income and upper middle class group

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STP (Segmentation, Targeting & Positioning) of Dove Baby
Segment Personal Health Care – Soap, Hair Care, Deodorants & Baby products
Target Group Mostly urban families (Babies aged 0-5yrs)
Positioning Promise to healthcare of Baby sensitive skin
Competitors & Market Share of Baby care Products in India

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Competitor Analysis
There are many different products within the Baby care industry. Items are available
in a vast array of assortments, styles, and sizes. Each product has an overall
distinguishing feature or distinctive competency that its respective marketing
campaigns highlight. While all of the competing products promote baby skin
protection, none of the products are able to actually promote 2 in 1 baby wash and
shampoo which is gentle enough to use on sensitive skin, Formulated with ¼
moisturizing cream to help prevent dryness using Hypoallergenic formula that Dove
Baby makes possible.
The primary competitors for Dove Baby are Johnsons & Johnsons (Key Player),
Dabur, Himalaya etc.
What Is DOVE BABY?
• 2 in 1 baby wash and shampoo
Made with ¼ moisturizing cream, this hypoallergenic formula cares for baby’s skin
and helps protect against dryness.
Tear-free, with Dove Baby Sensitive Skin Body Wash + Shampoo you won’t need
to worry about any tears from your little one at bathtime (at least not from their
shampoo). To use, simply wet baby’s hair and skin with warm water and wash gently
with your hands or a wash cloth.
ABOUT THE PRODUCT
• Gentle enough to use on sensitive skin
• Formulated with ¼ moisturizing cream to help prevent dryness
• Hypoallergenic formula
• Tear-free
• Suitable for regular use
INGREDIENTS
Aqua, PEG-80 Sorbitan Laurate, Sodium Trideceth Sulfate,
Acrylates Copolymer, Glycerin, Cocamidopropyl Hydroxysultaine,
Disodium Lauroamphodiacetate, PEG-150 Distearate, Sodium
Laureth-13 Carboxylate, Styrene/Acrylates Copolymer, Anthemis
Nobilis Flower Extract, Olibanum, DMDM Hydantoin,
Phenoxyethanol, Tetrasodium EDTA, Etidronic Acid, Iodopropynyl
Butylcarbamate

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Pricing for competing products within the Baby care industry is highly competitive
The following table represents the current pricing for products that most closely
compete with DOVE BABY Wash+ Shampoo segment
Pricing Analysis
Brand Price Range (in Rs.) Quantity in Each Bottle (in ml)
Johnsons & Johnsons Baby
Shampoo
Rs.325 475ml
Himalaya Gentle baby Rs.280 400ml
Chicco Baby Moments Rs.360 500ml
Mee Mee Baby Shampoo Rs.255 500ml
Johnsons Head to Toe WashRs.280 500ml
Dove Baby Wash+Shampoo Rs.270 450ml
Above price data is based on only Baby shampoo and wash and Dabur & Wipro not offer shampoo in Baby
segments Actual prices are taken from the official websites of above listed companies
Johnson & Johnson India
Johnson & Johnson spread its root into India 67 years ago. Since then, the Company
has brought many innovative ideas, products and services to improve the health and
well-being of people in India. The Company today employs more than 3,000 people
and is organized into three business segments: Consumer Healthcare, Medical
Devices and Pharmaceuticals. Generations of mothers in India have placed their trust
in JOHNSON'S Brand to provide them with safe, clinically proven mild and gentle
products for their babies. We also lead in the areas of feminine hygiene, facial
skincare, wound care, cough & cold, oral care among others through iconic brands
such as Stayfree, Clean & ClearTM, BAND-AID, Benadryl and Listerine
Himalaya Baby
For over 80 years, Himalaya have made research the core of everything. From 1930,
it have been at the forefront of herbal research, developing widely prescribed
phytopharmaceuticals like Liv.52, Cystone and Septilin. Under our pharmaceutical
banner, we also have a dedicated pediatric portfolio with products like Bonnisan and
Bonnispaz, herbal formulations for the treatment of indigestion and colic. Backed

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by over 200 clinical studies, the range is prescribed by pediatricians across the
country. The products have become household names and are widely trusted by
mothers. Understanding of herbs that work best for children’s internal health has
helped us to develop a range of baby products that are just right for your baby’s
topical wellness.
At Himalaya, the science of baby care is geared towards bringing the very best of
natural care for the most precious person in your life. Our science of baby care is
backed by a strong team of scientists who have carefully selected time-tested herbal
ingredients for our Baby Care range. The products have been developed, keeping in
mind the special requirements of baby’s skin. They are clinically tested to ensure
safety and efficacy. So, when you choose Himalaya for your little one, you can be
rest assured that you are choosing the very best!
CHICCO
The largest baby brand in all of Europe, Chicco is part of the global Artsana Group,
a holistic, innovative lifestyle company that encompasses everything you need to
care for all generations of a family, from baby feeding systems to cosmetics to
medical supplies.
For more than 50 years, Chicco has stood for excellence. Named for founder Pietro
Catelli's firstborn son Enrico, the Chicco brand (pronounced "kee-ko") has remained
a core brand of the Artsana Group, which not only produces baby products, but also
high-quality hypodermic needles, thermometers, and syringes. Pietro Catelli's
passion for personal wellness drove him to expand his company to offer a breadth
of baby care products that enhance and support the pleasure of raising children from
pregnancy to preschool. Chicco is now in more than 120 countries over six
continents.
Dedicated to meeting the vital physical and psychological developmental needs of
children in the first three years of life, Chicco collaborates with experts in the
medical and scientific fields to ensure each new product is developed in accordance
with the latest and best research.
With a strong belief that every product must be tried and tested in the field as well
as the lab, Chicco works with educators and parents for hands-on, real-world
assessments to ensure each innovation meets the specific needs of children in each
growth phase.

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Target Market (Secondary Research Conclusion)
It is recommended that Dove implement a Differentiated Marketing Strategy to
communicate its marketing message, which involves marketing in a number of
segments but developing separate marketing strategies for each. The bases for
segmentation are demographic, behavior, and psychographic. The relevant
demographic factors for this product launch are age and ethnicity. The target market
for Dove Baby are parents of babies’ ages 0-5 years of age. Making them the primary
users of this product.
Dove Baby needs to target the household purchasers, namely mothers, fathers,
guardians, Dove should also develop a separate campaign using cultural images and
languages that target the Urban market, comprising 50% of the Indian population.
Research also shows that the urban Indian market is especially brand loyal, has larger
family sizes with 3.5 people, compared to the national average of 2.7 people, making
it a very attractive market for emerging brands.
Within the target market of mothers of young Babies,Dove should focus on
psychographic variables, such as lifestyle. The Lifestyles of Health and
Sustainability (LOHAS) is an emerging psychographic segment, which includes
nature- and eco-conscious consumers. This $200+ Billion market, expecting to
double by 2017, and quadruple by 2020.
PRIMARY RESEARCH
Research Goals
The following were the five main research objectives:
 What is the demand among parents of babies ages 0-5 years of age in the India
for baby product?
 What are the best avenues for contacting and communicating the target
market- parents of babies ages 0-5 years old?
 When and how often do parents of babies, ages 0-5 years of age, purchase
baby products?
 Are the aforementioned demographic of parents willing to pay more than the
current average price of baby products for sensitive skin of baby?
 What parents expects that a product should offer for their sensitive babies?

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Research Design
After determining the primary research goals in-depth interviews were conducted
with parents of children ages 0-5 years of age. It was concluded that in-depth, or
probing interviews were the most effective method of research for Dove Baby due
to the legal constraints regarding the technological innovation and product
differentiation of Dove. Large surveys were inapplicable because of the necessary
explanations involved in describing Dove (without actually describing Dove Baby)
and the aforementioned limitations of information available for disclosure.
Forty parents, male and female, were interviewed for approximately thirty minutes
each, and were probed about baby product, shopping history, and preferred media
vehicles.
The in-depth interviews were selected as the primary research tool, as it is believed
that the dynamics of in-depth interviews would promote further discussion. This
constant conversation and the ability to bounce ideas and thoughts off of one another
is valuable when speaking with parents. Interview questions can be found in
Appendices A, B, and C.
Primary Conclusions
After conducting the primary research we were able to answer the primary research
objectives. Firstly, it was found that there is a 100% demand among parents of baby
ages 0-5 years for Dove baby that provide advanced solution for sensitive skin of
baby.
Secondly, it was found that the best avenues for contacting parents and encouraging
bandage trial and purchase is through direct mail, public relations, point-of-purchase
displays, promotional events, Internet, and Television.
Parents overwhelmingly stated that they keep a stock of all baby products (shampoo,
soap etc) in the home. These same parents said they would be willing to spend more
than the current average price of baby products as they don’t want to compromise
with the sensitive skin of baby similar to what Dove baby will offer

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MARKETING STRATEGY
POSITIONING STRATEGY
The baby care market is dominated by Johnsons & Johnsons®. Currently, Baby care
products are synonymous with Johnsons & Johnsons®, and consumers use to buy
baby product by saying give Johnsons baby oil, shampoo etc. The launch of the HUL
Dove Baby will need to disrupt this market and position itself as the leading and
superior Baby product same as it position dove soap to women and their beauty.
For parents and guardians of children ages 0-5, Dove Baby is a product that provides
Gentle enough to use on sensitive skin, Formulated with ¼ moisturizing cream to
help prevent dryness enabled by a patent-protected technology (Hypoallergenic
formula),unlike the current baby product manufacturers, such as Johnsons &
Johnsons®, which only says clinically proven but not reveal formula used to
manufacture the product. The unique selling proposition (USP) of Dove Baby
Soothe sensitive dry skin with this hypoallergenic baby body wash and shampoo
with ¼ moisturizing cream same as it is proven by smoothing the skin of
mothers (women) using Dove Bathing soap. Which can be communicated using
the tagline, “Real beauty from Real Care”.
As baby product market in india are a low-involvement product, HUL Dove will
leverage its positioning strategy to move rapidly through the peripheral route of the
Elaboration Likelihood Model, changing consumer beliefs, behaviors and attitudes,
respectively.
COMMUNICATION OBEJCTIVES
 Create awareness of DOVE brand in baby segment among 65% of the target
audience, after IMC Plan is implemented and product are launched, within the
first year.
 Create interest in the Dove Baby brand among 45% of the target audience,
within the first year after the IMC Plan is implemented and product are
launched.
 Increase consumer knowledge especially Women as Dove is basically for
women and relating with a strategy like mother skin gets soften so as same of
her baby and in both cases Dove is Best Choice featuring differentiating

pg. 14
attributes (Gentle enough to use on sensitive skin, Formulated with ¼
moisturizing cream to help prevent dryness, Hypoallergenic formula, Tear-
free, Suitable for regular use) to 30% of the target audience, after IMC Plan
implementation and product are launched, within the first year
 Increase trial of the Dove Baby to 20% of the target audience, within the first
year after the IMC Plan is implemented and product are launched.
 Increase adoption and regular use for the Dove Baby to 10% of target
audience, after IMC Plan is implemented and product are launched, within the
first year.
MESSAGING STRATEGY
Cognitive messages are an effective communication strategy when introducing a
new, low involvement product, similar to Dove Baby, which has a key product
differentiator. The New Product Innovation Adoption Model suggests a cognitive
pathway a consumer follows, resulting in the purchase of a completely new product
or service. There are five stages: knowledge, persuasion, decision, implementation
and confirmation.

pg. 15
In the knowledge stage of this model, consumers need to learn about the product that
previously did not exist, and understand its benefits. Therefore, Dove Baby’s
messaging strategy must undermine the preexisting beliefs regarding Johnsons &
Johnsons Brand® through the use of comparative advertising.
Secondly, HUL must spread awareness and increase the knowledge of the innovative
and technological superiority of its product using rational appeals. The breathability
and lack of chemicals of the Dove Baby must be emphasized at this stage, and the
benefits of Hypoallergenic formula of the Dove explained.
Certain behavioral techniques can be used to help change consumers’ minds:
1) Classical Conditioning: repeated pairing of the Dove Baby logo with the notion
of Dove Bathing Soap.
2) Instrumental Conditioning: create an inherent, positive association between the
Dove and Dove Bathing Soap (means connecting moms with their baby).
3) Observational Learning: as more consumers sample the Dove baby and
experience the improved skin & health of baby , others can learn vicariously about
the product as they observe their peers’ positive experience
After gaining knowledge of Dove baby advanced Hypoallergenic formula using
rational appeals, consumers need to be persuaded to decide to try the new product.
In order to persuade consumers,HUL must use fear and emotional appeals to target
concerned parents or guardians.
The implementation stage must include trial of the Dove Baby. This will be achieved
through selected marketing mediums such as promotional events and direct mail.
Lastly, in the confirmation stage consumers will have gained knowledge & benefit
of the Hypoallergenic formula, experienced the sensitive skin of baby Formulated
with ¼ moisturizing cream to help prevent dryness that the product enables, and
decided that Dove is indeed a superior product in baby segment.
BUDGET ALLOCATION
The media vehicles listed below were chosen based on the specific demographic
profiles of the Dove Baby target market. See Appendix D for more information and
specific pricing quotes from each chosen vehicle. The most effective way to utilize
the chosen vehicles is using continuous, flighting, and pulsing schedules.. Regarding

pg. 16
the media schedule for specific day parts, see Appendix J for a graph of reach
among population.
ADVERTISING BUDGET ALLOCATION ON SEVERAL MEDIA PLATFORMS
Radio
2%
Akashvani
98.3 Radio Mirchi
Other Radio Stations
Rs.10,00,000
Rs.10,00,000
Rs.30,00,000
Rs.50,00,000
Outdoor
15%
Billboards
Kiosks
Transit Media (Moving Buses,Auto,others)
Rs.1,00,00,000
Rs.1,00,00,000
Rs.1,00,00,000
Rs.3,00,00,000
Promotions
15%
Events- Post Card- 6” x 8.5” including sample
Tri-Tray Floor Display- 5’
One-Sided “A” Frame Floor Display- 4.5’
Standard Counter Display- 18”
12 Pocket Side Wing Display- 4’
Rs.50,00,000
Rs.35,00,000
Rs.1,00,00,000
Rs.35,00,000
Rs.30,00,000
Rs.2,50,00,000
Internet
8%
WorkingMother.com- Skyscraper Ad 160 x 600
MSN.Com- Banner ad 300 x 250
Google AdWords
Yahoo!/Flikr
Facebook
Rs.50,00,000
Rs.25,00,000
Rs.75,00,000
Rs.40,00,000
Rs.10,00,000
Rs.2,00,00,000
Print
20%
Garahshobha Hindi Magazine
Times of India
Danik Bhaskar
India Today
Women Wealth
Other Hindi/Regional/English Magazines &
Newspapers
Rs.30,00,000
Rs.50,00,000
Rs.35,00,000
Rs.35,00,000
Rs.50,00,000
Rs.1,50,00,000
Rs.3,50,00,000
MEDIA CHANNEL/COMPANIES PER COST TOTAL AMOUNT

pg. 17
Broadcast
40%
Cartoon Network-Daytime (9:30am - 3pm)
Pogo- (1) :30, Early Fringe/National (3pm - 6pm)
Life OK- (1):30 Daytime/local(11am-12pm)
Sony- (1):30 Daytime/local(12pm - 1pm)
Zee Entertainment- primetime (7 pm- 10pm)
colors- (1):30 Early/local(6pm - 10pm)
Disney India- (1) :30, Day Spot (M-F 8am – 3pm)
Star Plus- (1):30 Prime Spot (M-Su 6pm – 2am)
Rs.50,00,000
Rs.50,00,000
Rs.1,00,00,000
Rs.1,00,00,000
Rs.1,00,00,000
Rs.1,00,00,000
Rs.50,00,000
Rs.50,00,000
Rs.6,00,00,000
TOTAL Rs.17,50,00,000

pg. 18
MEDIA STRATEGY
1. PROMOTIONS
Within the medium of Promotions, both promotional events and Point-of-Purchase
(P.O.P.) displays are important for Dove Baby to employ.
At the promotional events HUL will participate in, it is critical that the Dove baby
are distributed for consumers to sample. This will encourage consumers to use the
product and possibly make the decision to continue using the product for their baby.
When consumers experience the soften and healthy skin of the baby using Dove
Baby, they are more likely to switch Baby products brands and become brand loyal
to Dove Baby. Each trial package that is distributed at events will contain a single
10ml of bottle featuring the different designs, styles, and colors Dove offers. The
packages will also contain a coupon for a discount when purchasing the Dove baby
at local retailers. A sample of the promotional package can be seen in front or last
page of Report.
The venues where Dove baby chooses to hold these promotional events are
important, and should be selected carefully, while keeping the target market in mind.
It would be most beneficial to target events where parents having babies are present,
such as jog-a-thons, walk-a-thons, holiday festivals, fairs and other relevant
community events. These types of events offer an ideal situation for Dove in that
both segments of the target market, children and parents, can interact with the Dove
product.
P.O.P. displays can include end-of-aisle displays, in-store banners, check-out
displays, product packaging, and in-store digital displays, such as televisions in retail
outlets and pharmacies. The packaging of the actual product can also be leveraged
as a communication medium. Packaging is essential in showing consistency between
all marketing efforts and tangibly emphasizes a brands’ core values. It provides
consumers with product information including use, composition, and sales
promotions.
Product differentiation employed through packaging design efforts aims to attract
attention among competing products within the shelf and/or aisle, and creating a
favorable impression in consumers’ minds is essential to solicit the desired
emotional and behavioral response.
Consumers are increasingly valuing eco-friendly packaging, and manufacturers and
retailers are following this trend as well. Future Group recently identified potential
savings in excess of Rs.100 crores by reducing product packaging and has increased
requirements to reduce environmental impacts of the products it sells. In a recent
study by Mintel, 1/3 of consumers reported they would pay more for eco-friendly

pg. 19
products. Consumers also admit to not directly seeking green products, but consider
it a plus when making the ultimate purchase decision. Since “all-natural” healing is
a key attribute of Dove Baby (using hypoallergenic formula), the packaging should
utilize natural, recycled, biodegradable material and soy inks to maintain consistency
with brand image. While it may not be viable to use 100% green manufacturing, all
efforts to place Dove Baby in the green-friendly category of products is
recommended.
In order for the packaging to convey the Dove baby brand image, we have developed
several features to be included, specifically key colors (blue, green, and white) and
attribute bubbles. Color plays a large role in emulating product attributes. For
example, blue represents trust, which is important in building brand loyalty, green
represents both nature and success, which reinforces the products natural claim, and
white represents purity, reinforcing that this product is void of chemicals.
The package should also display key attribute bubbles. The most important
attributes to highlight are “no-chemicals,” “Hypoallergenic formula,” and “Tree free
solution.”
Reasoning
Promotional events will aid in Dove baby’s success in the market. By having a
presence at relevant events, such as community fairs, Dove has the opportunity to
directly communicate with its potential consumers, while simultaneously building
brand equity Consumers can have an interactive conversation with a Dove baby
representative as opposed to the one-sided aspect of other conventional marketing
tools. The one-on-one discussions that promotional events enable can be a very
powerful and persuasive marketing tactic for Dove Baby.
It is not enough for consumers to learn about the product, trialing the bandage and
experiencing the benefits of Dove baby is crucial to its success.
In addition to Dove baby presence at promotional events, HUL should implement
P.O.P. displays in pharmacies and retail outlets across the nation. An advantage of
P.O.P displays is their ability to inform, excite and persuade consumers about the
advantages of the bandage while in-store. Because these displays are disruptive at a
critical time in the purchase cycle, marketing efforts “closer to the point-of-sale have
a higher return [when compared with marketing efforts employed outside of the
retail setting]”. P.O.P. displays also address and target consumers who are not
familiar with the HUL brand and product offerings prior to entering a retail setting.

pg. 20
This medium allows Dove to influence the undecided consumers. The importance
of this type of uninformed consumer is highlighted by the fact that nearly 60% of
consumer purchases are unplanned, illuminating the necessity for in-store marketing
efforts. Using P.O.P. displays, Dive can provide information about the product,
enhance the brand image, and increase awareness of Dive baby in the minds of
consumers. In a study by Moving Tactics, “72% [of customers] rated [in-store]
digital advertising as either very effective or effective [with] 24% being reminded
of specific products they wanted to buy.”
Cost
The cost associated with the promotional events will be relatively low. The main
costs will be the sample given away, the marketing piece, and the payroll expenses
for those HUL employees working at the events. The cost of the product cannot be
determined until manufacturing begins, but the cost to produce the marketing piece
that the Dove baby is distributed with will be around Rs.100 per piece. To maintain
consistency and overall brand continuity, it is recommended that HUL use the same
marketing materials at promotional events as it does in its direct mail campaigns.
Labor costs for these events can be very minimal through the use of unpaid interns
who are looking for marketing experience. Essentially the only cost would be the
hiring, training, and uniform costs.
Similarly, the costs associated with the P.O.P. displays and in-store promotions can
range from Rs.6000-Rs.20000 for the actual displays. There are also costs inherent
in the relationship management with the partnering retailers, such as placement
negotiations and incentive programs.
Measuring Effectiveness
There are several ways that HUL can measure the success of promotional events.
Firstly, the coupons in the trial packets could contain a promotional code to be
entered on the HUL website, providing a way to measure the amount of consumers
who followed through with obtaining more Dove baby, based on their experience at
the promotional event. Dove can track the amount of coupons and trial packets
handed out, as well as the amount of consumers who redeemed the coupon.
The most effective way to measure the success of the P.O.P. displays is by
dispensing coupons at the location of the P.O.P. This can be executed using an
electronic dispenser or a pad of tear-off coupons attached to the actual display itself.
Here, the coupon code would translate the information about the displays location,
redemption rate and value the display contributes to the sale of Dove baby. Sending

pg. 21
Secret Shoppers to select retailers will measure the effectiveness of incentive
programs and negotiations, and ensure the P.O.P.’s are being utilized properly.
2. INTERACTIVE/INTERNET MARKETING
It is recommended that HUL market the Dove baby. on the Internet by using
online ad buys, banner ads, search engine optimization (SEO), and a company
Website.
HUL should purchase online ad buys and banner ads on these specific sites:
AOL and Google AD words, both of which have high index scores among mothers
Social Networking sites to utilize world-of-mouth marketing at Facebook and
WhatsApp
Popular websites to leverage their expanded reach such as Google, Yahoo, MSN,
Amazon, Flickr, and Photobucket
MIG should utilize Search Engine Optimization (SEO), when advertisers pay only
when a consumer clicks on an ad or link from a search engine page, on select sites.
The volume of searches broken down by the different search engines is shown in the
figure below
The creation and maintenance of an informational and interactive website is key for
the success of Dove baby
Reasoning
The Internet is an important medium for HUL to utilize when implementing its IMC
plan, as 35% of mothers said they were very likely to use the Internet for product

pg. 22
information, advice or general information. Additionally, many busy mothers today
turn to popular social networking sites to gain insight into new products for their
children from other mothers who comprise these online communities. 64% of
mothers say they rely on recommendations when making purchases for their child,
highlighting the importance for Dove baby. to ensure its product and brand is a topic
of discussion amongst mothers engaging in social networking.
SEO is another effective marketing avenue available on the Internet, and is the
number one way Internet users find new businesses, products, and services SEO also
works to increase awareness about Dove baby. with journalists as well as
consumers. 92% of journalists working at newspapers, magazines and broadcast
outlets nation-wide go online, and 81% say they search online daily for relevant
information, improving the efficacy and reach of any MIG public relations efforts.
Please see Appendix K for further information and guidance regarding SEO.
Cost
The cost of online ad buys are virtually the same regardless of whether HUL
purchases online ad buys from Google, Yahoo, Flickr, or other major search engines.
A Dove baby. online ad buy will cost around Rs.40/click. Banner ads are more
engaging and eye-catching to consumers surfing the Internet, but their prices can
range from Rs.10000-50000 per click
There are many tools that companies can utilize to measure the effectiveness of
Internet presence. In order to better understand the effectiveness and analyze which
online marketing tactics are the most beneficial for Dove baby., the company needs
to use following applications:
For Online Ad Buys Dove baby can use online analytics tools to obtain
the:
 Average Cost-per-Click on Ad purchases
 Click-through rate
 Time spent on website
 Conversion Rate

pg. 23
For Website traffic, Dove baby can utilize Google Analytics to measure
the:
 Number of Unique, and Total Visitors to site
 Time spent on website
 Number of Pages Viewed
 Link popularity
3. PRINT MEDIA
Magazines and newspapers are the most relevant print media vehicles for HUL to
utilize when launching its Dove baby. MRI reports that Women’s Day, India Today,
Garahshobha (Hindi), Women wealth are some top magazines for Dove baby, target
demographic: mothers of young babies. These magazine advertisements should
include images of cute babies, as 75% of mothers rank ads that feature children as
highly effective, as well as free-standing inserts with a sample of the Dove baby
because trial of the product is crucial. See Appendix D for a sample Print ad for
Dove baby. Another method to solicit product trial is to have the ad printed on the
newspaper packaging or plastic bag providing a sample in a pocket of the
packaging.
Reasoning
In addition to high receptivity and involvement, magazines offer exceptional
duplication quality, creative flexibility, and permanence. Magazines provide high
selectivity, both demographically and geographically, and cater to special interest
groups. This enables companies to tailor its message and successfully communicate
with its target markets. Magazines also contain a certain prestige, which often
transfers to its advertisements, thereby improving a brand or product’s image in
consumers’ minds. Research shows that when mothers allocate time to reading, they
read magazines, and that the average mother reads 4.1 titles a month, with 3 of them
being delivered to her home, illuminating that fact that magazines serve as a primary
source of information for mothers regarding the purchase of products and services.
There are several advantages of newspaper advertising as well, the primary
advantage being the penetration of daily newspapers. Fifty percent or more of
households read a daily newspaper, and the reach figure may exceed 70% among
households with higher incomes and education levels. Because there is overlap
among Dove baby’s core demographic and the core demographic of newspapers, the
saturation of newspaper readership presents an advantage for HUL. Sunday editions
of the paper capture 5% more adults versus weekday editions and 80% of consumers

pg. 24
find newspaper ads most helpful in weekly shopping. Utilizing the newspapers
packaging eliminates the risk that the ad and/or sample will get overlooked in the
clutter of other free-standing inserts that are featured in the Sunday edition.
Another advantage of using newspapers as a marketing tool is the regional selectivity
it offers marketers. This allows marketers to tailor messages for a specific
geographic area or target market, thus improving the marketing return on
investment.
Cost
Costs to advertise in the aforementioned magazines range from Rs.35,00,000 to
Rs,50,00,000 for one run of a targeted, national advertisement. A “run” or an
advertisement depends upon the printing and publication cycle of various
magazines, but for Dove baby’s target magazines, is about one month.
The additional cost of the sample Dove baby provided with the newspaper or as part
of the magazine advertisement must also be included in the total price.
The key ways HUL can measure the effectiveness of its print marketing campaigns
are through inquiry tests, recognition tests, and recall tests. Inquiry tests offer
measurement of the ads effectiveness based on the number of inquiries generated,
reader response cards, and number of coupons used for purchase. Split-run tests
should be employed in initial ad runs to determine which specific ad generates the
strongest response. Recognition tests or Starch tests give the marketer statistics on
percentage of readers who saw the ad, percentage who recall any part of the ad
identifying product and/or brand, and percentage of readers who read at minimum
half of the ad copy. Recall tests give an accurate measure of those that can recall the
ad, the point of sale options readers recall, and the attitude or reaction toward the
brand as a whole.
4. BROADCAST
Television offers advantages over the other mediums, such as pervasiveness and
amplified expressiveness. For the Dove baby our primary objective is to spread
brand awareness among our target market: mothers. The ideal medium to do this is
television, specifically during the day. Television combines picture, sound, and
motion, which engage viewers on multiple sensory levels. This medium also has

pg. 25
considerable reach compared to other mediums, as over 98% of Indian households
have at least one television.
The Dove baby commercial will be a short, 30-second spot that features young
children, as research shows that over 2/3 of mothers state that commercials featuring
children are more effective in communicating messages. See Appendix G for a
sample storyboard of this 30-second commercial.
HUL should also employ narrowcasting to allow for a more targeted and focused
reach. Research shows the top channels that the Dove baby target markets watch are
the Cartoon Network and the Star Network on Cable Television, and Daytime Talk
Shows, Early Evening News, and Daytime Dramas on Zee Entertainment, Star and
Sony
Reasoning
Television combines imagery with sound and movement, making it the premiere
medium for communicating appeals based on emotion. Although television
advertising is expensive, it is necessary for HUL to utilize. In order to launch a new
product and brand that intends to compete and steal market share from competition
such as Johnsen & Johnsons, television commercials must be used.
Cost
Primetime commercials may cost upwards of Rs.1,00,00,000 for a 30 second spot.
Due to the broadcast nature of these mediums, obtaining an accurate measurement
of the level of brand awareness achieved by a campaign is challenging. Traditional
survey research methodologies must be employed to adequately assess whether the
messaging was successful. Further, these mediums must tie-in with the rest of the
mediums to truly benefit from an IMC program. Call-to-action messaging must be
included, such as adding, “Visit HUL.in/Dove and enter ‘Baby’ to receive a free
sample today!” at the end of a commercial.
5. RADIO
More than 90 years after its introduction as a commercial medium, radio is still
known for its broad reach. To this day, approximately 42% of consumers aged 12
years or older listen to radio each week. Like the rest of the media world radio is

pg. 26
experiencing unprecedented change at warp speeds, and the Rupees that are shifting
to new platforms are not going to return to traditional media. The Radio Advertising
Bureau in February reported total 2016 revenues (including over-the-air and digital)
totaled $16.5 billion a 1% increase over 2015. But digital now accounted for $767
million (8%) of the radio industry’s total revenue.
Reasoning
HUL can market and promote the Dove Baby through Radio as even today at rural
areas Radio is most prefer entertainment tool and HUL can target Rural areas
through Radio Akashvani is best to Invest and target for Radio Promotion
Cost
Overall Rs.50,00,000 can be reasonable investment in Radio Media Platform
6. OUTDOOR MEDIA
Today, Outdoor Media is one of the leading Out of Home (OOH) media
organizations in India and is spreading its footprint rapidly across the country.
When you need an advertising medium that’s cost – effective and long lasting,
and that gives you the necessary reach and the frequency outdoor advertising
is best media
Cost
Bright outdoor media PVT Ltd takes around Rs.50,00,000-Rs.1,50,00,000 for
outdoor advertising

pg. 27
CLOSING RECOMMENDATIONS
After a comprehensive market analysis and brand development study, it is our
recommendation for HUL to license their technology patents to already established
firms in the industry. However, if HUL were to pursue a branding campaign for the
Dove Baby launch, the aforementioned plan is our recommended course of action.
First, HUL needs to focus on increasing awareness of the Dove Baby brand and
product offering because of its newness to the bandage market, and the intensity of
Johnsons & Johnsons brand equity. To gain market share from its competitors, Dove
Baby must place itself in the consumer’s evoked set for bandage products. In order
to increase brand awareness to a significant level so as to compete with Johnsons &
Johnsons it is recommended that for the first year after the initial product launch,
HUL employ many different marketing mediums, namely, Outdoor Media, Direct
Mail, Promotions, Interactive Marketing, Print Media, and Broadcast Media. By
infusing these channels with the Dove Baby brand messages, HUL will position
itself as a main player in the bandage market.
Second, soliciting trial is key when launching a new product with a technological
innovation that is appreciated after product use. For this reason, it is recommended
that MIG include samples of the Dove Baby in Outdoor Media , Promotional Events,
and Print Media.
Third, HUL must focus on the overall integration of its marketing campaign. This
plan recommends the use of six different mediums that will communicate the same
unique selling proposition across all targets.
In order for HUL to launch a marketing campaign that successfully competes with
current industry leaders, it must maintain the highest level of integration throughout
all of the recommended mediums, enabling Dove Baby to become an iconic brand
over time in Baby products.

pg. 28
APPENDIX A: Survey Given to Parents of Babies, 0-5 Years Old
Baby products Market Research Survey
1. How often do you purchase baby product?
2. What led you to realize that you needed or wanted to buy baby product?
3. Which brand you normally prefer and why?
4. What is the quantity count of the bottles you purchase?
5. Are you satisfied with the pricing of the current baby product options?
6. How many alternative types of products did you consider buying before making a purchase decision?
7. How positive was your evaluation of these alternatives? What did the alternatives not offer that the
one you purchased did offer?
8. What characteristics of the baby products are most important to you? (please rank the following in
order of importance (1 being most important):
_____ sensitive skin of baby
_____ price
_____ style/look
_____ quality
_____ ingridents used in products (contains chemicals or not)  
_____ prevention
9. Why is your #1 attribute the most important to you?
10. What caused you to buy the particular bottle of baby product that you did, the last time you were at
the store? (generic brand, Company brand, other?)
11. Will you buy this same product/brand again? Why or why not?
12. Have you ever noticed feel the skin of baby is it smooth?
13. Would you be willing to try a product which gives ¼ moisturizing cream, Tear-free to your baby?
13. Do you find a need for a bandage that would promote healing would be all natural and void of
chemicals?
14. If the price of Dove baby were the same as Johnsons & Johnsons but the quality was significantly
higher, would you consider purchasing even if there were less less quantity (440ml)?
Thank You For Your Time!

pg. 29
APPENDIX B: In-depth Interviews with Parents
Consumer Profile:
Name
Age:
Age of Baby/ies:
In-Depth Interview On The Baby Product Market
 What led you to realize that you needed or wanted to buy in this product
category (Baby products)?
 How many alternatives (different types of products) did you consider buying
before buying your best one for your babies?
 How positive was your evaluation of these alternatives? What did the
alternatives not offer that the one you purchased did offer?
 Will you buy this same product (and brand) again? Why or why not?
 Would you consider buying a different baby product with newer
technology/formula/etc?
 What are the three most effective advertising mediums that you pay
attention to? (television, direct marketing, point-of-purchase displays, etc?)

pg. 30
APPENDIX C: Key Conclusions from In-depth Interviews with Parents
Middle Aged Parents identified two major ideas as their deciding factor when
considering product for their babies.
First, every participant explained that “value” was the deciding factor between
different brands of baby products. Value had been described as the composition of
price, quality and quantity. If the quality was up to par and there was at least a fair
amount in the packaged bottle then the consumer would be willing to pay the
retailed price. The older generations view quality to be a more important attribute
than the quantity of the in a bottle. These consumers are willing to pay more if they
are receiving a higher quality product in comparison with the average product on
the market.
Secondly, the Baby Boomers grew up with Johnsons & Johnsons Brand and many
have become brand loyal. The attributes of these products exceed the quality of
the other baby products on the market, or so these consumers believe.. In addition
to the attributes that Johnsons & Johnsons offers, the mere fact that their mother’s
trusted Johnsons & Johnsons Brand was enough to convince them the product
would be safe to use on their babies. Along with the Baby Boomers, other
generational cohorts are also brand loyal because of the strength of the the
Johnsons & Johnsons Brandhas built is strong enough to outlast many generations
and was able to convert brand switchers with brand loyalists.
Parents, are willing to pay more for value and are brand loyal. The fact that
they are willing to pay more for value is ideal for HUL because the higher price point
that will be charged for Dove Baby. It will be a tough barrier to overcome the strong
relationships that these brand loyalists have with Johnsons & Johnsons Brand These
adults overwhelmingly stated that by providing them with samples of the Dove
Baby product they would be much more inclined to trial and eventually adopt the
product. The IMC Plan we have developed will be a vital step in converting these
consumers.

pg. 31
APPENDIX D: Budget Allocation (Print Media)
Sample of How Dove Baby appears in Leading Newspapers

pg. 32
APPENDIX E: Budget Allocation (Internet Media)
Google AdWords
Yahoo.com

pg. 33
APPENDIX F: Budget Allocation (Outdoor Media)
Outdoor Media Rates at Different locations of Mumbai including Hoardings, kiosks,
Bus shelters Ranges from Rs.15000-Rs.2,00,000

pg. 34
APPENDIX G: Budget Allocation (Broadcast Media)
All Other Channels are offerings on same price levels
Rates of
STAR NETWORK INDIA
Rates of
Cartoon Network

pg. 35
APPENDIX H: Budget Allocation (Radio Media)
All Other Radio Stations are offering at same price Levels
Radio Mirchi 98.7 Mumbai
Red FM 93.5 Delhi

pg. 36
APPENDIX I: Budget Allocation (Digital/Promotional/Magazines Media)
India Today Magazines
www.economictimes.com

pg. 37
APPENDIX J: Media Consumption Levels

pg. 38
APPENDIX K: Guidelines for Search Engine Optimization1
The guiding principles of SEO are as follows:
1. Choosing the best Key Words: To do so choose key words that fit your product
description, product category, and areas of common interest. Data on the
most popular of those words can be learned from using WordTracker keyword
research.
2. Optimizing Page Text: the search engine web crawlers search only “plain text”
within your webpage then match the words found on your sight with the
relevance to the search made. The first paragraph of your home page is
especially important to load up with keywords, and the inclusion of keywords
frequently throughout all of the text will increase your websites search engine
rankings.
3. Optimizing HTML Code:
a. Title Tag: this is the first sentence an Internet user will see when your
Web site comes up in a search, and it appears in the bar across the top
of your browser window. Be sure your title tag includes both keywords
and a solid marketing message that will encourage users to click to your
site. Start with service or product, rather than company name. For
example-
<title>Berkley Web Strategies - San Diego Web site design and Online
Marketing company</title>
b. Beta Tag: Example:
<meta name="description" content="We specialize in web site
development and online marketing">
<meta name="keywords" content="web site design, online
marketing, San Diego web site designer, San Diego web site
development, online marketing consultant, …">
c. ALT Tags on Images: Make sure to tag each product image with text of
what the image is- this is yet another opportunity to fill your site with
more of the keywords that will direct internet users to your webpage
as well as allowing the image to be included in image based searches.
d. Include a Site Map on your webpage. This done in two fashions, either
by creating a site map tab and thereby having a whole page dedicated

pg. 39
to the site map or the site map can be featured in the footer with links
to each of the corresponding pages that make up the site map.
4. Link Popularity: the links that you have to other websites and articles is
another category that search engines use when ranking your webpage.
a. Take time to build high quality links, rather than high quantity.
b. Check to see how many Web sites are already linking to you (and your
competitors). This data can be found by going to
www.linkpopurity.com
c. Become a content provider in your focus area, and get your articles
posted across the Internet in related areas. Content providing would
include the articles written on the proper healing of wounds in general,
on the break through technology, the customization service available
that only you provide and articles specifically talking about you
products
d. Submit press releases to major news and pr services such as Google
News, and PR NewsWire to further increase your link popularity. Make
sure the press release is optimized for your product and service
keywords
e. Lastly, limit the number of outgoing links of your website.
5. Ad Buys: Buy Text based ads or Links on High Traffic Sites in your industry
6. Blog/ Comment Section: by having a customer comment section on your web
page it keeps the page constantly updating (which is yet another aspect of
search engine ranking). Comments also help build relevant incoming links &
credibility. This is especially important because of how heavily mothers rely
on Word of Mouth (64%) when making purchase decisions for their children,
as noted in the opening statistics of this internet section.
7. Keyword Buys: These are the “Sponsored” results that guaranteed to have top
location when appearing on the search results page. Yahoo!, MSN and Google
all offer pay-per-click keyword buys. Be as specific with Keyword buys as
possible to be most effective. The more general the keyword, the more
expensive, and the more clicks (money) wasted.

pg. 40
References
 retail.franchiseindia.com/article/sectorwatch/specialty/Boomin
g-Baby-Care-Market.a316/
 www.dove.com/ca/en/washing-and-bathing/baby-body-wash-
shampoo/dove-baby-sensitive-skin-body-wash-and-
shampoo.html
 http://www.fiercepharma.com/special-report/johnson-johnson-
top-13-ad-budgets
 http://www.slideshare.net/raaaiii/media-plan-of-dove
 http://www.themediaant.com/
Thankyou

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