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DOVEInternational Marketing

Presented toBK DharAssistant ProfessorFBA, Ustc

Presented byJiku Chowdhury

Roll 1111Marketing

8th Semester

+Introduction: Unilever Established in 1930 One of Indonesia's Top Ten Companies Anglo-Dutch multinational consumer goods company Currently has more than 40 brands focused on health

and wellbeing, 14 of which generate sales in excess of €1 billion a year

173,000 employees (2013) in over than 100 countries worldwide

+Introduction: Unilever

+Introduction: Dove in Size

1940’s

1950’s

1960’s

1970’s

1980’s

1990’s

1990’s-now

Dove Bar was formulated

Launched in the market

Dove Beauty Bar was refined

Popularity increased as a mildest soap

Leading brand recommended by physicians

Dove Beauty Wash was launched

Extension of Dove's range of products

+Market Summary: Dove

building positive self-esteem and insipiring women to reach their full potential

+Market Structure: Dove

+Market Summary: Dovetarget market Demographic

Male and Female 18-34 years old High income groups Upper middle class

+Market Summary: Dovetarget market Geographic: this paper will focus only in America

+Market Summary: Dovetarget market Behavior

Aware of their health both physically and emotionally Friendly and outgoing

+Market Summary: Dovemarket needs

High quality products Products that can enhance their health and well

being Moisturizing products (rinses cleaner than soap,

leaving skin clean, soft and smooth) Affordable price Easily to buy the product

+Market Summary: Dovemarket growth

+Dove performance

Their motto is beauty should be for everyone A commitment to quality for more than 50 years Dove stresses strong family and emotional values Strong emotional touch High market share

+Dove performance Wins many awards International brand recognition World's top cleansing brand Seasonal variety of soaps and lotions to body changes during hot/ cold weather Supported by the industry's longest-running medical program Dove products are found in half of all homes in the US

+ Dove in behavior The Ad makeover social media push allows users to send encouraging messages to their friends and loved trough Facebook that combat the negative messaging that girls are surrounded by in the media "Show us your skin" campaign is allowing women of all ages to show

the world the beauty of their skin and encouraging them to help

define what Dove really is and what it stands as a brand The mother group, Unilever has a wide variety of products and brands

+ Prospects of Dove

Key partners (in the US, Dove supports the work of the Girl Scouts of

the USA, Girls inc., and Boys & Girs Clubs of America) Dove hosts self-esteem events through Girl Scouts of America and

other global partners Unilever operates in more than 100 countries and sales in more

than

180 countries

+ Prospects of Dove

Body wash is the leading segment in the market, with $1.9 billion in

sales (2011 estimates), up 2% from 2010 Non-deodorant soap trails body wash in estimated 2011 sales at

$1.2 billion, reflecting 4.7% growth over 2010 sales of $1.1 billion Men's participation in the body care category increased

significantly

from 2011-2012. Whereas 58% of men

+ Berrier of Dove

Bad economy condition, people are tend to buy things they are need,

not they are want Large variety of products in the market category and consumers are willing to change brands. Dove has short-live products that are

disposable Media has portrayed Dove's real beauty campaign is hypocritical Competitors, such as St.Ives do not test their products to animal

+ Berrier of Dove

False beauty in advertising and the pressure to look good Hypocritical advertising of sensitive skin and fragrance free

products. The ingredients are not all natural and could cause skin

irritation Low market share for deodorant, especially among men

+ Berrier of Dove Sales of body care products (lotion) declined by 10% from 2007-

2012 The US Market for soap, bath, and shower products experienced only 2.1% growth in estimated 2011, after declining 1.5% in 2010 Dove accused too provocative in their ad campaign Most issues have to do with Unilever rather than Dove, and any involving Dove touches upon mislabeling or false claims related to hair products Risk of being a brand for "fat girls"

+Competition: Dove

+Competition: Dove

+Product Offering: Dove

Beauty Bar and Body Wash Deodorant Hair Lotion Men+Care

+Product Offering: Dovebeauty bar

+Product Offering: Dovebody wash

+Product Offering: Dovedeodorant: clinical protection

+Product Offering: Dovedeodorant: solid

+Product Offering: Dovedeodorant: body mist, roll on, and aerosol

+Product Offering: Dovehair care: shampoo

+Product Offering: Dovehair care: conditioner

+Product Offering: Dovehair care: treatment and style+care

+Product Offering: Dovelotion

+Product Offering: Dovemen+care

+Marketing Mix: Doveproducts antiperspirants/deodorants body washes beauty bars lotions and moisturizers hair care facial care products

+Marketing Mix: Doveprice Dove Winter Soap Bar: $8.49 per pack (6 bars per pack) Dove Body Wash Deep Moisture: $7.29 (24 oz) Dove Damage Therapy Daily Moisture Shampoo: $6.99

(25.4 oz) Dove Shea Butter Cream Oil Body Lotion: $7.29 (13.5 oz) Dove Men+Care Body & Face Wash, Clean Comfort: $5.39

(13.5 oz)

+Marketing Mix: Doveplace

+Marketing Mix: Dovepromotion: advertisement media

+Marketing Mix: Dovepromotion: advertisement media

+Marketing Mix: Dovepromotion: television, radio, internet

(video: Little Girl campaign, 2006)

+Marketing Mix: Dovepromotion: television, radio, internet

(video: camera shy, 2013)

+Marketing Mix: Dovepromotion: television, radio, internet

(video: real beauty sketches, 2013)

+Conclusion and Suggestion

The Campaign for Real Beauty shattered the stereotype of the size zero, blonde, perfect model

Dove Campaign for Real Beauty is one example of good campaign, which can enhance product's brand image. The campaign is not only tries to sell and promote the product, but also has its own value. This strategy makes Dove known as valuable brand to its customers, that concerned about social change.

+THANK YOU