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Dove - Marketing Plan

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Dove - Marketing Plan

  1. 1. + DOVE Marketing PlanCarrine Kezia Aulia | 102183022
  2. 2. + 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
  3. 3. + Introduction: Unilever
  4. 4. + Introduction: Unilever Food and Drink Home Care Personal Care Lipton Ben & Jerry’s Knorr Unilever food solutions Becel, Flora Wall’s Bertolli Hellmann’s Amora Blue Band, Rama Omo Comfort Domestos Sunlight CIF Surf Dove Simple Signal, Close Up Sunsilk Clear Axe Lifebuoy Lux Vaseline Pond’s etc..
  5. 5. + Introduction: Unilever  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.
  6. 6. + Introduction: Unilever  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.
  7. 7. + 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 recommende d by physicians Dove Beauty Wash was launched Extension of Dove's range of products
  8. 8. + Market Summary: Dove building positive self-esteem and insipiring women to reach their full potential
  9. 9. + Market Summary: Dove
  10. 10. + Market Summary: Dove target market  Demographic  Male and Female 18-34 years old  High income groups  Upper middle class
  11. 11. + Market Summary: Dove target market  Geographic: this paper will focus only in America
  12. 12. + Market Summary: Dove target market  Behavior  Aware of their health both physically and emotionally  Friendly and outgoing
  13. 13. + Market Summary: Dove market 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
  14. 14. + Market Summary: Dove market growth
  15. 15. + SWOT Analysis: Dove strengths  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
  16. 16. + SWOT Analysis: Dove strengths  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
  17. 17. + SWOT Analysis: Dove strengths  Dove has strong media presence on facebook (almost 20 million likes),Twitter (more than 105,000 followers), etc
  18. 18. + SWOT Analysis: Dove strengths  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
  19. 19. + SWOT Analysis: Dove strengths  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
  20. 20. + SWOT Analysis: Dove strengths  "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
  21. 21. + SWOT Analysis: Dove weaknesses  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
  22. 22. + SWOT Analysis: Dove weaknesses  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
  23. 23. + SWOT Analysis: Dove weaknesses  Advertisement have been controversial among audience including issues of racism, nudity and hypocrisy
  24. 24. + SWOT Analysis: Dove opportunity  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
  25. 25. + SWOT Analysis: Dove opportunity  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
  26. 26. + SWOT Analysis: Dove threats  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
  27. 27. + SWOT Analysis: Dove threats  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
  28. 28. + SWOT Analysis: Dove threats  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"
  29. 29. + Competition: Dove
  30. 30. + Competition: Dove
  31. 31. + Product Offering: Dove  Beauty Bar and Body Wash  Deodorant  Hair  Lotion  Men+Care
  32. 32. + Product Offering: Dove beauty bar
  33. 33. + Product Offering: Dove body wash
  34. 34. + Product Offering: Dove deodorant: clinical protection
  35. 35. + Product Offering: Dove deodorant: solid
  36. 36. + Product Offering: Dove deodorant: body mist, roll on, and aerosol
  37. 37. + Product Offering: Dove hair care: shampoo
  38. 38. + Product Offering: Dove hair care: conditioner
  39. 39. + Product Offering: Dove hair care: treatment and style+care
  40. 40. + Product Offering: Dove lotion
  41. 41. + Product Offering: Dove men+care
  42. 42. + Key to Success: Dove  committed to building positive self-esteem and inspiring women to reach their full potential  strong brand image and protect it
  43. 43. + 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.
  44. 44. + Critical Issues: Dove  Another Unilever brand, Lynx uses models as a staple of its advertising. It is also contrary with Dove's "Real Beauty" campaign.
  45. 45. + Critical Issues: Dove  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.
  46. 46. + Critical Issues: Dove  Preconceived notion that Dove is for older women.
  47. 47. + Critical Issues: Dove  Dove's advertisements have been controversial among audience including issues of racism, nudity, and hypocrisy
  48. 48. + Critical Issues: Dove  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.
  49. 49. + Market Strategy: Dove mission 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.
  50. 50. + Market Strategy: Dove marketing objective  Body Wash awareness  Male consumer awareness  Increasing Twitter activity  Environmental Initiatives awareness stimulation
  51. 51. + Market Strategy: Dove financial 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
  52. 52. + Market Strategy: Dove target market  Male and Female 18-34 years old  High income groups  Upper middle class
  53. 53. + Market Strategy: Dove positioning  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
  54. 54. + Market Strategy: Dove strategies  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
  55. 55. + Marketing Mix: Dove products  antiperspirants/deodorants  body washes  beauty bars  lotions and moisturizers  hair care  facial care products
  56. 56. + Marketing Mix: Dove price  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)
  57. 57. + Marketing Mix: Dove place
  58. 58. + Marketing Mix: Dove promotion: advertisement media
  59. 59. + Marketing Mix: Dove promotion: advertisement media
  60. 60. + Marketing Mix: Dove promotion: television, radio, internet (video: Little Girl campaign, 2006)
  61. 61. + Marketing Mix: Dove promotion: television, radio, internet (video: camera shy, 2013)
  62. 62. + Marketing Mix: Dove promotion: television, radio, internet (video: real beauty sketches, 2013)
  63. 63. + Market Research: Dove US, Britain, and Canada  2% of these woman describe themselves as beautiful  About 3/4 of them rate their beauty as "average"
  64. 64. + Market Research: Dove US, Britain, and Canada  Almost 1/2 of them think their weight is "too high" 48% “When I feel less beautiful, I feel worse about myself in general.”
  65. 65. + Market Research: Dove US, Britain, and Canada 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
  66. 66. + Market Research: Dove US, Britain, and Canada 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.
  67. 67. + Market Research: Dove US, Britain, and Canada 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
  68. 68. + Financial: Unilever turnover and underlying sales growth
  69. 69. + Financial: Unilever turnover and underlying sales growth
  70. 70. + Financial: Unilever operating profit
  71. 71. + Financial: Unilever operating profit
  72. 72. + Financial: Unilever research and development, advertising and promotions
  73. 73. + Control: Implementation advertising October 2004
  74. 74. + Control: Implementation tv 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
  75. 75. + Control: Implementation websites  www.campaignforrealbeauty.com  www.dove.com
  76. 76. + Control: Implementation billboards
  77. 77. + Control: Implementation panel discussion  American women in Radio and Television  E! Entertainment Television  Woodhull Institute for Ethical Leadership
  78. 78. + Control: Implementation interview  Good Morning America  The Today Show  The Early Show  The Ellen DeGeneres Show  The View  The Oprah Show
  79. 79. + Control: Implementation the 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.
  80. 80. + Control: Implementation programs  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.
  81. 81. + Control: Contingency Planning programs  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
  82. 82. + 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
  83. 83. + 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.
  84. 84. + THANK YOU

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