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Marketing Communications Plan

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  • 1. Marketing Communications Plan Master’s Project George Mylona IMC 409 - Methods of IMC Spring 2010
  • 2. 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
  • 3. Executive SummaryDOVE’s® chocolate principle to establish high quality, ensuring a silky, smooth texture anddelicious, lingering taste has been the key principle that drives the brand’s success since itsintroduction in 1990. Similar principles, however, have been adopted by competitors too. Afterthe execution of a S.W.O.T analysis of DOVE® chocolate, there is a key point that coulddifferentiate 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 dietare more likely to have higher levels of desire, arousal and satisfaction from sex than womenwho don’t eat chocolate regularly.To do so, DOVE® chocolate must target women who have low libido or sexual desire. Thisgroup is consisted by a large percentage of the U.S women population who tend to spend moremoney on quality products. Also, women in this group are professionally successful, they are toobusy with work and family and they seek new ways for boosting their sexual life with theirpartners.In order to obtain a successful marketing communications plan, the marketing communicationsdepartment of DOVE’s® chocolate will focus on increasing awareness by 40 percent and affectpositively the image of DOVE’s® chocolate throughout the six months campaign. Tactics foraccomplishing the marketing communications objectives will be print, online and out-of-homeadvertising, sweepstakes and sampling will be used as value added techniques and a tie-in as afundamental execution. Public relations tactics will be used to build awareness at low cost anddirect marketing approach to contact current and potential consumers through emails. Page | 3
  • 4. Business SituationHistory Of DOVE® ChocolateThe history of DOVE® chocolate started in 1939 when Leo Stefanos a Greek-Americanopened 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 theDOVEBAR® as an attempt to stop kids chasing the ice-cream van because he thought it wasdangerous. Not before long, DOVEBAR® a hand-dipping ice-cream in premium chocolatebecame an instant success. Following the family’s tradition and his father’s footsteps, Leo’sson 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 yearincreasing the popularity of the DOVEBAR® and attracting the attention of other family expertchocolatiers. In 1986, Mars Masterfood US a subsidiary of Mars, Inc acquired DOVE® andsoon enough it became the crown jewel of the company. Before launching DOVE®, Marsrefined 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 anddelicious, lingering taste (dovechocolate.com). Page | 4
  • 5. S.W.O.T Analysis Strengths• 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 unprecedented growth of 44.3%, 36.2% in 2006/2007 respectively and 28.2% for the first 12 weeks of 2008; facts that made DOVE® the fastest growing brand within the chocolate category and the leading brand in the premium segment (Candy Industry, 173, 2008).• Health Conscious: In early 2008, due to consumer’s openness to receive enhanced benefits that go beyond the indulgence experience, benefits that deliver well-being and nutritional value, Mars.inc introduced DOVE® Vitalize, a dark chocolate bar that contains healthful ingredients like energy releasing B vitamins, plus the natural goodness of cocoa (Candy Industry, 173, 2008).• DOVE® Chocolate Discoveries Program: In September 25, 2008, Mars Snackfood US launched DOVE® Chocolate Discoveries, a national premium chocolate direct-selling business available in the 48 contiguous states, offering exclusive chocolate products, recipes and non- edible items. A new website was developed to introduce DOVE® Chocolate Discoveries and connect both current and potential chocolatiers. Women and men can start their own at-home business earning 25 per cent to 40 per cent on products they sell to consumers, extra income Page | 5
  • 6. when they build and train a team of chocolatiers, and receive training material (salesmomsnetwork.com).• Global Recognition: DOVE® chocolate is available in more than 30 countries with yearly sales around 30 million bars (Mars Inc, 2010). Weaknesses• DOVE® Promises Messages: Consumers complained in forums about the content of DOVE® Promises messages on the foil wrapper that is shocking and stupid because a child read the message “Temptation is fun…giving in is even better” which was considered as inappropriate content (mybiggestcomplaint.com).• DOVE’S® Lack Of Marketing: Mars Snackfoods emphasized on brands such as snickers and M&M’s and less attention was given on DOVE® chocolate promotion since the early years of its introduction (Advertising Age 74, 2003).• Expensive for Mainstream Consumer: DOVE® chocolate is considered to be in the premium chocolate category but its current distribution (which has doubled) in the convenience stores channel seems expensive to the mainstream consumers (hhhh.org, researchandmarkets.co.uk). Opportunities• Health consciousness rise: The health consciousness increase leads to higher demand for low calorie foods and well-being benefits. Consumers are aware about foods with high calories and they are more concerned about the risks of obesity. DOVE® Dark chocolate contains Cocoapro® cocoa which is a patented process of cocoa that preserves high levels of heart Page | 6
  • 7. healthy flavanols which can increase blood flow. In order to attract a new target market, DOVE® can target business professionals, who tend to work long hours and are health conscious (Natural Health, 37, 2006).• Target college students: A 2006 research indicated that chocolate consumption may boost cognitive performance; volunteers who ate 3 ounces of dark and milk chocolate did 20 percent better than those who didn’t consume any chocolate. Targeting college students with promotional offers during exam periods is an opportunity for DOVE® chocolate to engage with young people who like premium chocolate and want to boost their mental performance (Natural Health, 37, 2006)• Target women: Studies have shown that 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. Targeting women who have low libido or sexual desire is an opportunity for DOVE® chocolate to increase its sales volume and market share among its competitors (timesonline.co.uk).• Target elderly: A 2009 research revealed that resveratrol, a compound found in dark chocolate and cocoa, has been found to turn on the “longevity” gene which could assist organisms with living up to 20% longer (Biotech Business, 22, 2009). THREATS• High Competition: Very high competition in the premium chocolate market; for example, Herseys, Ghirardelli and Lindt expand and add new flavors. Hershey holds a 45% share of dark chocolate and it’s the top chocolate bar brand in the U.S (researchandmarkets.co.uk). Page | 7
  • 8. • Common Differentiation: Chocolates in general can improve sexual desire; therefore, a competitor can also position its brand the same way.• Pricing Accusations: In 2009, among other market leaders, Mars Snackfood accused of a conspiracy of raising the prices of chocolate candy by 10 percent in December 2002, 6 percent in December 2004 and 5 percent in April 2007 (bloomberg.com).• Government Regulations: Mars Snackfood as a manufacturer and distributor of food products has to deal with a number of food-related regulations by the US Food and Drug Administration (FDA). The FDA regulations identify the standards of identity for certain foods, including many of the company’s products. Also, FDA specifies the format and content that the labels should have. Consequently, any changes on the regulations by the FDA would affect the company’s operations and cost structure (fda.gov). Page | 8
  • 9. Marketing ObjectivesThe marketing communications plan is based on the marketing objective of DOVE® chocolateto increase its market share in the premium category of chocolate candy.  Product: DOVE® chocolate is a product made to create chocolate indulgences with careful attention paid on the quality, ensuring a silky, smooth texture and delicious, lingering taste. Objective: Maintain the high quality and prestige in the premium category.  Price: The price of DOVE® chocolate is approximately $0.50 more expensive than the competition but varies among the retail market. Objective: Keep pricing as it is so it can be competitive in the premium category through the mainstream channel.  Place: DOVE® chocolate does not offer a wide variety of its products through the mainstream channel such as drugstore chains, supermarkets and convenience stores whereas competitors have a greater variety. As a result, competitors have more shelf space and much more visibility. Objective: Increase the variety and visibility of DOVE® chocolate in the mainstream channels.  Promotion: DOVE® chocolate is a brand that Mars Snackfood did not spent a lot of money to promote it because a big part of the budgeting is spent on other brands carried by the company with higher market shares such as M&M’s and Mars. Objectives: Increase awareness of DOVE® chocolate and evidently increase market share by creating a key differentiation in the mind of the consumer that DOVE® chocolate can boost women’s sexual desire. Page | 9
  • 10. Analysis of Communication SituationDOVE® chocolate is a high quality premium brand targeting women, with 3.13 percent marketshare in the chocolate candy category as of 2006 (Leading Chocolate Candy Brands, 2006). In2008, Mars Snackfood US launched DOVE® Chocolate Discoveries, a national premiumchocolate direct-selling business available in the 48 contiguous states, offering exclusivechocolate products, recipes and non-edible items. Today, approximately 2000 chocolatiers arepart of the DOVE® Chocolate Discoveries community with the majority of the participantsbeing women over 40 years old (salesmomsnetwork.com). DOVE® Chocolate Discoveries hasits own Facebook page with more than 6000 fans and it is obvious from many pictures from theevents and parties hosted by the chocolatiers that most of the women are over 40 (Figure 1). Thisis important issue for consideration since the target audience of the campaign will be women 25-40 years old.During the month of February 2009 and 2010, DOVE® chocolate co-branded with E. & J. GalloWinery to offer consumers a premium chocolate and a wine pairing experience. A Valentine’sDay- oriented promotion was centered on in-store promotion targeting people who areentertaining at home, offering them the perfect indulgent experience of premium chocolate andwine (mediapost.com). Also, in March, 2010, DOVE® chocolate in co-operation with E. & J.Gallo Winery and iVillage, a website community dedicated to women who are sharinginformation and advice, hosted an event in New York City for an afternoon full of indulgentmoments, decadent treats, beauty and relaxation treatment, music and much more. Invitationswere sent to iVillage members. Most of the members were pregnant and newly parents who like Page | 10
  • 11. blogging, reviewing products and participating in such events (ivillage.com). Traditionaladvertising on T.V, print and online focuses on women using words such as silky, smooth, melt,moments, pure, saver, sight, experience and with the tagline “My Moment. My Dove.”The problem with DOVE® chocolate is that it does not differentiate from the competition. Mostof the chocolate manufacturers are targeting women 25-40 year’s old mothers of one or twochildren. DOVE® chocolate needs a stronger message to differentiate and stand out from itscompetition in order to create awareness and as a result to increase its market share in thepremium chocolate category. Figure 2 Page | 11
  • 12. Strategic IdeaTo meet our marketing communication objectives we are going to use the following strategicidea: based on a study by Urologists of San Raffaele hospital in Italy, it was revealed thatchocolate can increase women’s sexual arousal which is an opportunity for DOVE® chocolate todifferentiate against its competitors. The researchers questioned 163 women about theirconsumption of chocolate and their sexual fulfillment. The study revealed that women who atesmall amounts of chocolate every day reported a higher desire than those who did not eat on adaily basis. Dr. Andrea Salonia, author of the study claims that “women who have low libidocould even become more enormous after eating chocolate. I strongly believe eating chocolatemay improve their sexual function” (timesonline.co.uk). The reason that chocolate can increasewomen’s sexual desire is because chocolate contains phenylethylamine and serotonin which aremood-lifting hormones found naturally in the human brain. When people eat chocolate theirnormal levels of phenylethylamine and serotonin are increasing which leads to positive feelingsof excitement and increased levels of energy (paganwiccan.about.com).Laumann and colleagues at the University of Chicago conducted a survey in December 2009 toAmerican women (ages 18-59) with 33.4 percent of the women reporting that the most commonsexual problem was low sex drive or libido (womenshealth.about.com). According to the samesurvey, 37 percent of women think about sex few times a month and only 33 percent think aboutsex 2-3 times a week or more. The survey points out that happier women seem to think about sexmore often than unhappy women. Page | 12
  • 13. Both surveys have great insights about chocolate and women. The connection of the two is anopportunity for DOVE® chocolate to differentiate among its competitors and offer to women areason to eat chocolate more often.Target Audience AnalysisThe target audience for the plan is women ages 25-40, who attended college, with an annualincome of $40-75K, and are concerned about their sexual life and appearance. According to the“VALS” psychographic segmentation they are likely to be Achievers.Achievers are successful career and work-oriented people who like to, and generally do, feelcontrol of their lives. They value consensus, predictability and stability over risk, intimacy andself-discovery. They are deeply committed to work and family. Work provides them with a senseof duty, material rewards, and prestige. Their social lives reflect this focus and are structuredaround family, church and career. Achievers live conventional lives, are politically conservative,and respect authority and the status quo. Image is important to them; they favor established,prestige products and services that demonstrate success to their peers.Their usage experience would characterize as frequent shoppers of stylish clothes, shoes, sexyunderwear, hair and cosmetic products. Number one consideration is quality and then price. Theyare frequent buyers of snack foods and chocolate candies, at least 2-3 times a week. They areinterested in fashion, beauty and health. More likely to buy or be subscribers of fashion andbeauty magazines such as Vogue, Elle, Cosmopolitan, Glamour, In Style, Harpers Bazaar,Allure, and Marie Claire and health magazines such as Women’s Health, Health and Oxygen.They are subscribers in health centers and attend 2-3 times a week. Most likely to be on-lineusers who read blogs about fashion, health and beauty, share their interests in social networks Page | 13
  • 14. and could be looking for on-line dating. They are likely to watch comedy, entertainment, healthand feature films T.V programs.The selected age group is chosen due to the potential of higher profit. This group is consisted bya large percentage of the U.S women population who tends to spend more money on qualityproducts. Also, women in this group are professionally successful, they are too busy with workand family and they seek new ways for boosting their sexual life with their partners.Positioning Strategy and RationaleAmong college educated women 25-40 DOVE® chocolate is the brand of premium chocolatecandy that increases women’s sexual desire, because it increases the normal levels of mood-lifting hormones found naturally in the human brain that simulates the positive feelings ofexcitement and being in love.The positioning statement we have chosen is clear and distinguishes in the minds of the selectedtarget audience. It points out that DOVE® chocolate is the chocolate that increases women’ssexual desire and explains with a rationale how it is possible to happen. We want to makeDOVE® chocolate the preferred chocolate candy to those women who want to boost their sexualdesire, arousal and satisfaction. It is a position which can stand out from the competition andgive to women an extra reason to eat chocolate more often. Page | 14
  • 15. Communications Objectives and StrategiesThe primary communications objective is to reach the target audience and position DOVE®chocolate in their minds as the preferred chocolate candy to increase trial and consumption.The communications strategies to succeed this plan would support the positioning goals ofDOVE® chocolate. Using all the components of a marketing communications mix as oneunifying idea, the chances of reaching and convincing the target market will be greater.Advertising: Since the target audience spend most of their time out of home or while at homeare busy with their kids, the most suitable advertising vehicles will be print, online and out-of-home advertising. Print advertisements in selective women’s magazines would be a beneficialstrategy to reach the target audience with a detailed message of the new positioning of DOVE®chocolate. In view of the fact that most of the target audience spends a significant time oninternet, online advertising will be an essential vehicle to maximize market penetration. Out-ofhome advertising will be used to achieve high frequency and reach the target audience while theyare driving or shopping in central areas.Sales Promotions: To facilitate purchases of DOVE® chocolates, sales promotions should beused. Sweepstakes and sampling will be used as value added techniques and a tie-in as afundamental execution. Sweepstakes will build awareness and involvement. Sampling will beused simultaneously with the tie-in execution in an effort to attract new audience, enhanceimagery and introduce DOVE’s® chocolate new positioning. In addition with the tie-in, therewill be used an unconventional medium in Victoria’s Secret fitting rooms to facilitate aninteractive communication.Public Relations: As a part of the marketing communications mix, public relations tactics willbe used to build awareness at low cost. First, a media event will take place in order to show to Page | 15
  • 16. the media the research findings and the connection between chocolate and sex. Second, a newsrelease will be send to all major media to inform and create an initial awareness of the researchfindings related to women’s sexual arousal and create believability. Third, a cause-relatedmarketing will be a tie-in charity using the organizations name/logo on the new DOVE’s®chocolate packages. Forth, a dedicated website will be created to provide all related informationabout DOVE’s® chocolate ability to boost women’s mood and lift libido.Direct Marketing: A direct marketing approach will be used to contact current and potentialconsumers through emails as an informative form about DOVE® chocolate new positioning andencourage them to visit the new micro site for further information. Page | 16
  • 17. Tactics and ExecutionsThe campaign will use one unifying headline “What does sexy taste like?" and it will appear onall marketing communications executions.Advertising Print: Full page print advertisements will be placed in selective fashion magazines such as Vogue, Elle, Cosmopolitan, Glamour, In Style, Allure, and in selective health magazines such as Women’s Health, Health and Oxygen (Figure 2). The first advertisement which it will be placed in the fashion magazines will feature a young couple around 30’s in a sensual scene with the man feeding the woman with a DOVE® chocolate and the headline “What does sexy taste like?" The second advertisement which it will be placed in the health magazines will feature a close-up of DOVE® chocolate with the headline "What does sexy taste like?”. In the first advertisement the goal is show the woman’s feeling when a man is feeding her with chocolate and to create an emotional sense of how sexy it is. In the second advertisement the goal is to create an appetite appeal of DOVE® chocolate. At the bottom of both advertisements there will be a copy with additional information about the connection of chocolate and sex. The Figure 2 advertisements will appear on the first, third and sixth month issues throughout the six month campaign of DOVE® chocolate. Page | 17
  • 18.  Online marketing: In DOVE’s® chocolate website (landing page), a banner will be added which will redirect visitors to a new micro site. The new micro site will provide all related information about DOVE®’s chocolate ability to boost women’s mood and lift libido. Visitors will have the opportunity to sign up by giving their name, address and email. By signing up, visitors can share their DOVE® chocolate experiences, discuss with other members, and ask sexologists for advice. Also, a dedicated blog will be created where special articles will be shared by sexologists and psychologists. Google AdWords will be used to display pay-per-click ads which will appear under Sponsored links in the side column of Google search page. Keywords related to DOVE® chocolate campaign will be purchased for the better utilization of Google AdWords. Due to the increased use of social media, a Facebook page and a Twitter account will be created so that consumers can follow and be connected with DOVE’s® chocolate news and updates. Out-of-Home: Billboards advertisements will be placed in major cities central spots to reach consumers while shopping or driving to work. The advertisements will be the same as the magazine advertisements and they will be placed on high business builds and bus stops. This will take place the first four weeks of the campaign to achieve high frequency and reinforce the message of DOVE® chocolate in major cities.Sales Promotions• Sweepstakes: DOVE® will create a sweepstakes to build awareness of the new DOVE® position by offering a romantic getaway to Paris, France to 5 women and their partners. The prize for the 5 lucky women will include 2 roundtrip tickets to Paris, France, a luxury suite for 5 days in the heart of Paris, and one day of special treatment with aphrodisiac spa, massage and a romantic dinner at Le Jules Verne restaurant on the Eifel Tower. The Page | 18
  • 19. sweepstakes will be announced as “Dove’s Voyage.” The company will create a list of 100.000 names with the specifications of the target group, business professional women, ages 25-40. In order to inform them, postcards will be created and sent to all names in the final list. The postcard will explain the rules and give details on how to enter the sweepstakes. Participants would either register online or complete the postcard and return it back. No purchase required to enter the sweepstakes. The postcard will offer 10% discount on all DOVE® chocolate products bought from the new online micro site of DOVE® chocolate which will be dedicated to women who want to increase their sexual desire.• Tie-In with Victoria’s Secret Underwear: A tie-in with Victoria’s Secret “Sexy Lingerie” and “Sexy Dresses” collections is an opportunity for DOVE® chocolate to enhance its image and attract women who care about their sexuality and want to improve their sexual life/desire. “Sexy Lingerie” collection prices are $29 and up and “Sexy Dresses” collection prices are $39 and up targeting women 25 years old and over. A special collection with DOVE® chocolate colors (brown and red/orange) will be created by Victoria’s Secret designers for the “Sexy Lingerie” and “Sexy Dresses” collections. Also, DOVE® chocolate Page | 19
  • 20. displays will be featured at the “Sexy Lingerie” and “Sexy Dresses” sections in major stores of Victoria’s Secret.• Unconventional Medium: An ideal match to reach women who care and want to improve their sexuality and sexual experience with their partners, a digital mirror will be used as an unconventional medium in the fitting rooms of Victoria’s Secret to reach the target audience. When a woman gets in the room and close the door, the headline of DOVE® chocolate “What does sexy taste like?” will appear and then a visual of Victoria’s Secret angel (models) will emerged in the mirror. The model will be at the backstage of Victoria’s Secret fashion show with hairstylists and makeup artists getting the model ready for the runaway. Then, the model will say to the woman “Do you want to know my secret? Come with me.” Then, showing the model ready to go for the runaway, she will reveal a DOVE® chocolate and eat it with pleasure transforming her mood to a passionate woman. Then she will say “Now You Know how sexy tastes like” and get out in the runaway.• Sampling: The sampling will take place in Victoria’s Secret major stores nationally for four weekends during the launch of the DOVE® campaign. In-store sampling will be featured in “Sexy Lingerie” and “Sexy Dresses” sections by Victoria’s Secret models. The models will Page | 20
  • 21. be dressed in with the special collection of DOVE® chocolate dresses offering champaign and DOVE® chocolates in silver trays with rose petals to women 25 years old and over.Public Relations• Media Event: Create a media event in New York City. We will contact various media reporters who write about health columns in newspapers and women’s magazines to join us for a media tour about DOVE® chocolate’s ability to boost women’s mood and lift libido. The tour will be guided by the PR executive of DOVE® and it will feature various sections starting with a section of Victoria’s Secret models offering DOVE® chocolates in special red boxes. The models will be there in order to show to the media the tie-in of DOVE® chocolate and Victoria Secret. Then, they will watch a presentation by various researchers discussing how DOVE® Chocolate is boosting women’s mood and lift libido. After the presentation, Dr. Travis Stork from The Doctors TV show will explain how women should incorporate DOVE® chocolate in their lifestyle for maximum results. At the end of the event, the media reporters will be given a media kit on a CD and hardcopy.• News Release: A news release will be send to all major media to inform and create an initial awareness of the research findings related to women’s sexual arousal and create believability. The news release will include the following content: Studies revealed that when comparing men and women sex drives, women have less desire for sex than men. Men’s sex drives are not only stronger but are also more straightforward; whereas, women’s libidos are much more difficult to arouse. Quite a few million of US women are suffering from what doctors at the American Medical Association call female sexual arousal disorder (FSAD). According to sex therapists, lack of libido in a long-term relationship is the most common complaint. Although lack of libido Page | 21
  • 22. varies from person to person, some common psychological causes include stress and overwork, anxiety, depression, exhaustion, and relationship issues. Chocolate contains tryptophan an essential amino acid that increases the production of serotonin, an anti-depressant and natural stress-reducer. Increased serotonin levels in the brain create positive feelings of happiness which can boost people’s mood. Chocolate also contains Phenylethylamine which is a trace amine occurring naturally in our brains that releases dopamine in the mesolimbic centre’s for pleasure. Phenylethylamine plays a vital role when we fall in love and fell passion and its levels peaks during orgasm. Therefore, chocolate consumption in moderation can boost women’s mood and lift libido, providing a tantalizing prelude to sex.• Cause-Related Marketing: In order to tie-in our marketing program with a charity, DOVE® chocolate will donate money to the Mother Baby Foundation to support its efforts. Mother Baby Foundation focuses on prenatal education, lactation consulting, and postpartum care. This group of leaders, healthcare providers, and experienced moms assures that new moms are in capable and caring hands. Mother Baby Foundation will be a good tie-in to support our marketing program using the association’s name/logo on the new DOVE’s ® chocolate package.• Create your own Media: A dedicated micro site will be created to provide all related information about DOVE’s® chocolate ability to boost women’s mood and lift libido. The website will feature articles by scientists related to what causes lack of libido. It will also feature tips from experts related to nutrition and sexual stimulation. This micro site will be a place where women can be updated with information related to women’s sexual life. When visiting the micro site, women would have the option to create a profile in order to discuss Page | 22
  • 23. with the other members of the DOVE® chocolate community and they could also chat live with experts.Direct Marketing• Email: Using the house list of DOVE’s® chocolate and Victoria’s Secret, emails will be send to reach current and potential consumers. The first email will be send as an informative form about DOVE’s ® chocolate new positioning and encourage them to visit the new micro site for further information. More emails will be send in regular intervals with feature titles of the articles posted on the new DOVE’s® micro site. Once they click on the title, consumers will be redirected to the new micro site. It is a way to establish a good relationship with the consumers and also create frequent visits to the new micro sit. Page | 23
  • 24. Bibliography1. (2009). RESVERATROL IN DARK CHOCOLATE & COCOA LEADS TO ANTI- AGING. Biotech Business, 22(3), 7-8. Retrieved from Business Source Premier database.2. Cornforth, T. (2009, December 10). Female Sexual Dysfunction. Retrieved April 9, 2010, from http://womenshealth.about.com/cs/sexualdysfunction/a/femalesexdysfun.htm3. Cowen, N. (2010, March 29). DOVE Chocolate Discoveries – Featured Business Opportunity. Retrieved April 10, 2010, from http://salesmomsnetwork.com/2010/03/dove- chocolate-discoveries-featured-business-opportunity-2/4. FDA, . (2010). Guidance Documents. Retrieved April 3, 2010, from http://www.fda.gov/Food/GuidanceComplianceRegulatoryInformation/GuidanceDocuments/ default.htm5. Foley, D., & Beers, T. (2006). dark chocolate. Prevention, 58(2), 188-189. Retrieved from Health Source - Consumer Edition database.6. Leading Chocolate Candy Brands, 2006. Market Share Reporter. Ed. Robert S. Lazich and Virgil L. Burton, III. 2008 ed. Detroit: Gale Group, 2008. 797 pp. 2 vols. Gale Directory Library. Gale. Roosevelt University Library. 12 Apr. 2010 http://find.galegroup.com/gdl/start.do?prodId=GDL7. Lukovitz, K. (2009, February 11). Dove Chocolate, Gallo Wine Team For Promo. Retrieved April 8, 2010, from http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=10015 18. Mother Baby foundation, . (2010). Retrieved April 16, 2010, from http://www.motherbabyfoundation.org/aboutus.html Page | 24
  • 25. 9. Somer, E., & Madison, D. (2006). CHOCOLATE UNWRAPPED.. (cover story). Natural Health,37(1), 66-71. Retrieved from Health Source - Consumer Edition database.10. Voris, B. V. (2008, April 1). Hershey, Mars, Nestle Accused of Fixing Candy Prices. Retrieved March 26, 2010, from http://www.bloomberg.com/apps/news?pid=20601082&sid=aVzk7fuSWYBU&refer=canada11. Wigington, P. (2009). Chocolate as an Aphrodisiac - The Magic of Chocolate. Retrieved April 14, 2010, from http://paganwiccan.about.com/od/magicandspellwork/qt/ChocolateSex.htm Page | 25
  • 26. • DOVE® chocolate needs a stronger message to differentiate and stand out from its competition in order to create awareness and as a result to increase its market share in the premium chocolate category. • The reason that chocolate can increase women’s sexual desire is because chocolate contains phenylethylamine and serotonin which are mood-lifting hormones found naturally in the human brain. When people eat chocolate their normal levels of Phenylethylamine and Serotonin are increasing which leads to positive feelings of excitement and increased levels of energy • Therefore, there is an opportunity for DOVE® chocolate to target women who want to boost their sexual desire • Advertising Print: Full page print advertisements will be placed in selective fashion magazines such as Vogue, Elle, Cosmopolitan, Glamour, In Style, Allure, and in selective health magazines such as Women’s Health, Health and Oxygen (Figure 2). The first advertisement which it will be placed in the fashion magazines will feature a young couple around 30’s in a sensual scene with the man feeding the woman with a DOVE® chocolate and the headline “What does sexy taste like?" The second advertisement which it will be placed in the health magazines will feature a close-up of DOVE® chocolate with the headline "What does sexy taste like?”. In the first advertisement the goal is show the woman’s feeling when a man is feeding her with chocolate and to create an emotional sense of how sexy it is. In the second advertisement the goal is to create an appetite appeal of DOVE® chocolate. At the bottom of both advertisements there will be a copy with additional information about the connection of Page | 26
  • 27. chocolate and sex. The advertisements will appear on the first, third and sixth month issues throughout the six month campaign of DOVE® chocolate. Online marketing: In DOVE’s® chocolate website (landing page), a banner will be added which will redirect visitors to a new micro site. The new micro site will provide all related information about DOVE®’s chocolate ability to boost women’s mood and lift libido. Visitors will have the opportunity to sign up by giving their name, address and email. By signing up, visitors can share their DOVE® chocolate experiences, discuss with other members, and ask sexologists for advice. Also, a dedicated blog will be created where special articles will be shared by sexologists and psychologists. Google AdWords will be used to display pay-per-click ads which will appear under Sponsored links in the side column of Google search page. Keywords related to DOVE® chocolate campaign will be purchased for the better utilization of Google AdWords. Due to the increased use of social media, a Facebook page and a Twitter account will be created so that consumers can follow and be connected with DOVE’s® chocolate news and updates. Out-of-Home: Billboards advertisements will be placed in major cities central spots to reach consumers while shopping or driving to work. The advertisements will be the same as the magazine advertisements and they will be placed on high business builds and bus stops. This will take place the first four weeks of the campaign to achieve high frequency and reinforce the message of DOVE® chocolate in major cities.Sales Promotions• Sweepstakes: DOVE® will create a sweepstakes to build awareness of the new DOVE® position by offering a romantic getaway to Paris, France to 5 women and their partners. The prize for the 5 lucky women will include 2 roundtrip tickets to Paris, France, a luxury suite Page | 27
  • 28. for 5 days in the heart of Paris, and one day of special treatment with aphrodisiac spa, massage and a romantic dinner at Le Jules Verne restaurant on the Eifel Tower. The sweepstakes will be announced as “Dove’s Voyage.” The company will create a list of 100.000 names with the specifications of the target group, business professional women, ages 25-40. In order to inform them, postcards will be created and sent to all names in the final list. The postcard will explain the rules and give details on how to enter the sweepstakes. Participants would either register online or complete the postcard and return it back. No purchase required to enter the sweepstakes. The postcard will offer 10% discount on all DOVE® chocolate products bought from the new online micro site of DOVE® chocolate which will be dedicated to women who want to increase their sexual desire.• Tie-In with Victoria’s Secret Underwear: A tie-in with Victoria’s Secret “Sexy Lingerie” and “Sexy Dresses” collections is an opportunity for DOVE® chocolate to enhance its image and attract women who care about their sexuality and want to improve their sexual life/desire. “Sexy Lingerie” collection prices are $29 and up and “Sexy Dresses” collection prices are $39 and up targeting women 25 years old and over. A special collection with DOVE® chocolate colors (brown and red/orange) will be created by Victoria’s Secret designers for the “Sexy Lingerie” and “Sexy Dresses” collections. Also, DOVE® chocolate displays will be featured at the “Sexy Lingerie” and “Sexy Dresses” sections in major stores of Victoria’s Secret.• Unconventional Medium: An ideal match to reach women who care and want to improve their sexuality and sexual experience with their partners, a digital mirror will be used as an unconventional medium in the fitting rooms of Victoria’s Secret to reach the target audience. When a woman gets in the room and close the door, the headline of DOVE® chocolate Page | 28
  • 29. “What does sexy taste like?” will appear and then a visual of Victoria’s Secret angel (models) will emerged in the mirror. The model will be at the backstage of Victoria’s Secret fashion show with hairstylists and makeup artists getting the model ready for the runaway. Then, the model will say to the woman “Do you want to know my secret? Come with me.” Then, showing the model ready to go for the runaway, she will reveal a DOVE® chocolate and eat it with pleasure transforming her mood to a passionate woman. Then she will say “Now You Know how sexy tastes like” and get out in the runaway.• Sampling: The sampling will take place in Victoria’s Secret major stores nationally for four weekends during the launch of the DOVE® campaign. In-store sampling will be featured in “Sexy Lingerie” and “Sexy Dresses” sections by Victoria’s Secret models. The models will be dressed in with the special collection of DOVE® chocolate dresses offering champaign and DOVE® chocolates in silver trays with rose petals to women 25 years old and over.Public Relations• Media Event: Create a media event in New York City. We will contact various media reporters who write about health columns in newspapers and women’s magazines to join us for a media tour about DOVE® chocolate’s ability to boost women’s mood and lift libido. The tour will be guided by the PR executive of DOVE® and it will feature various sections starting with a section of Victoria’s Secret models offering DOVE® chocolates in special red boxes. The models will be there in order to show to the media the tie-in of DOVE® chocolate and Victoria Secret. Then, they will watch a presentation by various researchers discussing how DOVE® Chocolate is boosting women’s mood and lift libido. After the presentation, Dr. Travis Stork from The Doctors TV show will explain how women should Page | 29
  • 30. incorporate DOVE® chocolate in their lifestyle for maximum results. At the end of the event, the media reporters will be given a media kit on a CD and hardcopy.• News Release: A news release will be send to all major media to inform and create an initial awareness of the research findings related to women’s sexual arousal and create believability. The news release will include the following content: Studies revealed that when comparing men and women sex drives, women have less desire for sex than men. Men’s sex drives are not only stronger but are also more straightforward; whereas, women’s libidos are much more difficult to arouse. Quite a few million of US women are suffering from what doctors at the American Medical Association call female sexual arousal disorder (FSAD). According to sex therapists, lack of libido in a long-term relationship is the most common complaint. Although lack of libido varies from person to person, some common psychological causes include stress and overwork, anxiety, depression, exhaustion, and relationship issues. Chocolate contains tryptophan an essential amino acid that increases the production of serotonin, an anti-depressant and natural stress-reducer. Increased serotonin levels in the brain create positive feelings of happiness which can boost people’s mood. Chocolate also contains Phenylethylamine which is a trace amine occurring naturally in our brains that releases dopamine in the mesolimbic centre’s for pleasure. Phenylethylamine plays a vital role when we fall in love and fell passion and its levels peaks during orgasm. Therefore, chocolate consumption in moderation can boost women’s mood and lift libido, providing a tantalizing prelude to sex.• Cause-Related Marketing: In order to tie-in our marketing program with a charity, DOVE® chocolate will donate money to the Mother Baby Foundation to support its efforts. Mother Page | 30
  • 31. Baby Foundation focuses on prenatal education, lactation consulting, and postpartum care. This group of leaders, healthcare providers, and experienced moms assures that new moms are in capable and caring hands. Mother Baby Foundation will be a good tie-in to support our marketing program using the association’s name/logo on the new DOVE’s ® chocolate package.• Create your own Media: A dedicated micro site will be created to provide all related information about DOVE’s® chocolate ability to boost women’s mood and lift libido. The website will feature articles by scientists related to what causes lack of libido. It will also feature tips from experts related to nutrition and sexual stimulation. This micro site will be a place where women can be updated with information related to women’s sexual life. When visiting the micro site, women would have the option to create a profile in order to discuss with the other members of the DOVE® chocolate community and they could also chat live with experts.Direct Marketing• Email: Using the house list of DOVE’s® chocolate and Victoria’s Secret, emails will be send to reach current and potential consumers. The first email will be send as an informative form about DOVE’s ® chocolate new positioning and encourage them to visit the new micro site for further information. More emails will be send in regular intervals with feature titles of the articles posted on the new DOVE’s® micro site. Once they click on the title, consumers will be redirected to the new micro site. It is a way to establish a good relationship with the consumers and also create frequent visits to the new micro sit. • Page | 31
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