Dove - Marketing Plan

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DOVEMarketing PlanCarrine Kezia Aulia | 102183022

+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



Food and Drink Home Care Personal Care

LiptonBen & Jerry’s

KnorrUnilever food

solutionsBecel, Flora

Wall’sBertolli

Hellmann’s AmoraBlue Band, Rama

OmoComfort

DomestosSunlight

CIFSurf

DoveSimple

Signal, Close UpSunsilkClearAxe

LifebuoyLux

VaselinePond’setc..


Unilever business facts: Sold in more than 190 countries, generating sales of €51

billion in 2012. Emerging markets now account for 55% of their business. 14 brands with sales of more than €1 billion a year. More than 173,000 people work for Unilever. Number 1 fast-moving consumer goods employer of choice

among graduates in 20 countries. Winners of the prestigious 2013 Catalyst Award, which

honours exceptional business initiatives for women in the workplace.


Unilever business facts: Have reached 127 million with Lifebuoy handwashing

programmes since 2010, and 49 million people through our Brush Day and Night oral care campaign during 2010-2012.

100% of palm oil purchases in 2012 were from sustainable sources.

39% of all tea sourced comes from farms certified by Rainforest Alliance.

The greenhouse gas footprint of the use of their products has reduced by around 6% since 2010.

Over half of 252 manufacturing sites across the world send no non-hazardous waste to landfill.

+Introduction: Dove

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 Summary: Dove

+Market Summary: Dovetarget market

Demographic

Male and Female 18-34 years old

High income groups

Upper middle class


Geographic: this paper will focus only in America


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

+SWOT Analysis: Dovestrengths

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


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 has strong media presence on facebook

(almost 20 million likes), Twitter (more than 105,000 followers), etc


By teaming up with the Dove Self-Esteem Fund that was created

in order to encourage and inspire girls to learn a new meaning

of beauty and aim to reach 15 million young women globally by 2015.

They have reached 9 million so far.

Large variety of products

Rewards program

Has a well integrated marketing strategy: covering a wide range of

mediums


Product list encompasses wide consumer base comprised of women

of various ages

Leading brand for bar soap with a 40.5% market share

According to the Mintel database, Dove is the most bought brand for

bar soap and body wash

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

+SWOT Analysis: Doveweaknesses

Strong competition

High marketing expenses

Many critics of real beauty campaign

Unilever's portfolio affects Dove's authenticity and credibility

Target market - Upper middle class, while their motto is

"beauty should be for everyone"

The price tends to be higher than its competitors

Products tested on animals


Low consumer awareness of Dove Insider rewards program

Low consumer awareness of these esteem tools and self-esteem fund

Low market share in the deodorant category compared to its

competitors

Males do not buy Dove products as mush as women

Preconceived notion that Dove is for older women


Advertisement have been controversial among audience including

issues of racism, nudity and hypocrisy

+SWOT Analysis: Doveopportunity

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

+SWOT Analysis: Doveopportunity

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

+SWOT Analysis: Dovethreats

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


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


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

+Key to Success: Dove

committed to building positive self-esteem and inspiring women

to reach their full

potential

strong brand image

and protect it

+Critical Issues: Dove

Unilever, Dove's mother group, also produces Fair and Lovely, a skin-lightening product targeted at dark-skinned women in several countries. It is a contrary with Dove's "Self-Esteem" campaign.


Another Unilever brand, Lynx uses models as a staple of its advertising. It is also contrary with Dove's "Real Beauty" campaign.


Unilever also produces Axe brand of deodorants, which uses "idealized" female stereotypes to market products towards young men. It is makes Dove's campaign for Real Beauty seem highly hypocritical in contrast.


Preconceived notion that Dove is for older women.


Dove's advertisements have been controversial among audience including issues of racism, nudity, and hypocrisy


False beauty in advertising and the pressure to look "good".

Dove accused of being too provocative in their ad campaign.

Dove ingredients are not all natural and could skin irritation.

+Market Strategy: Dovemission

Dove’s Social Mission is to help encourage girls to develop a positive

relationship with beauty, helping to raise their self-esteem

and thereby enabling them to realize their full potential.

+Market Strategy: Dovemarketing objective

Body Wash awareness

Male consumer awareness

Increasing Twitter activity

Environmental Initiatives awareness stimulation

+Market Strategy: Dovefinancial objective

Increase sales of Dove beauty products and new product lines

Create dialogue, debate, and discussion about the true meaning of beauty

Attract national TV and print media coverage

Gain local press attention in the hometowns of models featured throughout the campaign

Drive users to the CFRB Web site to share their thoughts and opinions about the campaign and beauty stereotypes

Create a call to action for consumers to join the movement through website pledge that activate a donation by Dove for self-esteem awareness programs

+Market Strategy: Dovetarget market

Male and Female 18-34 years old

High income groups

Upper middle class

+Market Strategy: Dovepositioning

as a brand that listens to their consumers wants and needs while providing them with a reliable product

as being one that cares about the prosperity and care of their consumers while breaking the mold of a false sense of reality

are known for their soft and cleansing qualities

+Market Strategy: Dovestrategies

to make its brand known as a social change (in a good way)

places the responsibility for becoming a “real beauty” back on to girls and women

+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)


(video: camera shy, 2013)


(video: real beauty sketches, 2013)

+Market Research: DoveUS, Britain, and Canada

2% of these woman describe themselves as beautiful

About 3/4 of them rate their beauty as "average"


Almost 1/2 of them think their weight is "too high"

48%

“When I feel less beautiful, I feel worse about myself in general.”


13%

of all women say they are very satisfied with their beauty

12%

with their physical attractiveness

17%

with their facial attractiveness

13%

with their body weight and shape


90%

of all women 15-64 worldwide want to change at least one aspect of their physical appearance (with body weight ranking the highest).

67%

of all women 15 to 64 withdraw from life-engaging activities due to feeling badly about their looks (among them things like giving an opinion, going to school, going to the doctor)

61%

of all women and 69% of girls (15 to 17) feel that their mother has had a positive influence on their feelings about themselves and their beauty.

91%

feel the media and advertising need to do a better job of representing realistic images of women over 50.


97%

society is less accepting of appearance considerations for women over 50 compared to their younger counterparts, especially when focused on the body.

60%

of women believe that if magazines were reflective of a population, a person would likely believe women over 50 do not exist.

87%

of women believe they are too young to be old

+Financial: Unileverturnover and underlying sales growth

+Financial: Unileverturnover and underlying sales growth

+Financial: Unileveroperating profit

+Financial: Unileveroperating profit

+Financial: Unileverresearch and development, advertising and promotions

+Control: Implementationadvertising

October 2004

+Control: Implementationtv commercial

Commercial aired during the Super Bowl 2006

Commercial aired on February 2005 and had its world premiere as part of Donald Trump's "The Apprentice".

Dove Campaign for Real Beauty

+Control: Implementationwebsites

www.campaignforrealbeauty.com

www.dove.com

+Control: Implementationbillboards

+Control: Implementationpanel discussion

American women in Radio and Television

E! Entertainment Television

Woodhull Institute for Ethical Leadership

+Control: Implementationinterview

Good Morning America

The Today Show

The Early Show

The Ellen DeGeneres Show

The View

The Oprah Show

+Control: Implementationthe dove self-esteem fund

Dove funds programs that raise self-esteem in girls and young women.

In the US, the Dove Self-Esteem Fund works through the Unilever Foundation to sponsor uniquely ME!, a partnership program with Girl Scouts of the USA. Uniquely ME! helps girls ages 8-14 build their self-confidence through activities and programs.

The Fund also supports BodyTalk, an educational program for schools in the United Kingdom and Canada.

+Control: Implementationprograms

Program for Aesthetics and Well-Being at Harvard University

Global touring photography exhibit, Beyond Compare, Women Photographers on Beauty, showcasing diverse images of female beauty from 67 female photographers, and showing beauty beyond stereotypes.

+Control: Contingency Planningprograms

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

False beauty in advertising and the pressure

+Conclusion and Suggestion

Dove was able to understand the feelings at the core of their audience. They connected on an emotional and personal level with women of many nationalities, races, beliefs, sizes and ages

Dove became the trendsetter, innovator and a breath of fresh air in the beauty industry

Dove challenged the industry to see women as they really are: beautiful in their own unique way

+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