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Maryam
Hind
Maha
Dove company
Current situation analysis
Dove is one of the worlds most recognizable and successful brands in the sector of
personal hygiene. It was founded in 1957 and is currently under Unilevers control since they
acquired it. Perhaps their best known product is the wide varieties of soap that they sell. Dove
recently has seen attention for its new marketing campaign which tries to use realistic images of
women in their ads. This has many potential advantages, as Dove tries to strive for a larger
market share, ads that portray images of women that more can recognize themselves in mean that
the ads can appeal to a broader range of customers.
The challenge presented to any Dove marketing strategy is one of making sure they
differentiate their product somehow. The soap market is one that is highly competitive, with tons
of other brands that Dove needs to compete against. On top of that, the low fixed costs present in
the industry means that there is easy entry for new potential competitors. This means that Dove
must do something to stand out from these numerous competitors that they face. One way to do
that is through the product itself, but differentiation can also occur through advertising. A
memorable campaign that makes potential customers associate the Dove name with positive
feelings can be very effective.
Doves effort at differentiation has come through its Real Beauty campaign in recent
years. Real Beauty is a response to the trend in hygiene, beauty, and fashion advertisements in
which fashion models are used to market their products. These types of advertisements are highly
pervasive, but are not without their critics. The most common complaint is that advertisements
featuring these types of women have created an unrealistic standard for beauty, especially
amongst younger and more impressionable girls. Dove has attempted to counter this by using
more typical looking women than other companies. This ad campaign is focused on what they
have termed real beauty, meaning a standard that more women can see as attainable for
themselves. In conjunction with the advertising campaign, Dove committed itself to various
efforts to support women and their self esteem (Dove Support).
This advertising campaign has been very successful, even though it hardly mentions
anything about any Dove products. Dove itself calls attention to their own ad campaign as often
as possible; they have come to market their own marketing campaign as much as any of their
products. This is because they know there is a great deal of goodwill bound to come to them due
to their unique campaign. Real Beauty is not just an alternative to any trend in advertising, but a
trend that has many worried about what the previous ads are saying about women. Dove can
present themselves as an alternative to a type of advertising that some see as immoral; passions
run high against their alternatives so passions can run high for Dove and their Real Beauty
campaign.
The unique nature of the ad campaign has meant that Dove gets increased media
exposure. This is because there is a somewhat political, albeit neutral, statement embedded in the
ad campaign. By doing this, they have avoided any sort of controversy while also drawing
attention to themselves. Publicity for a media campaign means that they get essentially free
advertising for their message, making it extremely effective at getting their message out. On top
of that, the ad campaign is designed to appeal to as many women as possible. The proportion of
women who find themselves comparable to the models in the Real Beauty campaign is certainly
higher than those who see themselves in the models of traditional campaigns. This makes this
new campaign both universally appealing and goes through media that Dove does not have to
pay to transmit through.
Dove has launched one of the worlds most creative and successful ad campaigns. Due to
the nature of its statement, it receives free publicity as the ad campaign itself becomes a news
story deemed worth covering. However, the real brilliance of the campaign is in the way it can be
seen as a celebration of its own target market. The ads use real women and attempt to celebrate
the beauty of these women. Dove realizes that the kind of women they are putting in the
advertisements and the women who could buy their soap are similar and they themselves
recognize the very similarities. They have come to be selling women self esteem as opposed to
the product itself (Lee). By celebrating the women in their ads, Dove makes the women seeing
the ad feel better about themselves and by extension, the Dove brand itself.
In conclusion, Dove has launched one of the best current ad campaigns and should
continue using a similar approach for the foreseeable future. The advertisement is brilliant in its
effectiveness, as the campaign both sends a message that works to bring in consumers and a
message that results in the campaign being talked about. This second feature makes the campaign
especially successful. Dove has been focuses largely on the female demographic, but it is now in
the infancy of a new male centric campaign. They should be careful to separate the two brands to
not risk the success they have already have. That said, the company that has come up with such a
unique and well thought out campaign should be trusted to do so again in their new target
market.
SWOT analysis
The Strengths of Dove company
Dove company had many strengths when it first started in 1957, these
strengths then developed throughout the years to allow Dove to establish
itself as the worlds top brand in cleansing products today (Kasi, 2011).
The main and the most obvious strength of Dove company is its
unconventional marketing strategy. Which makes the existing clients reliaze
that real beauty lies within them, that is enhanced by Dove products
(Hussain, 2010). This beauty concept is the main aim of Doves marketing
strategy.
Another remarkable strengh that Dove company posses is its effective
advertising strategy. Along the years Dove has launched many campaigns to
relate directly with their customers. These campaigns included the love
your beauty campaign, which worked well with Doves new brand extention
of new: body care and facial moisturizers products (Williams, 2005). Another
campiagn which relate to the social side is the Doves self estem fund was
launched in January (Williams, 2005). This fund provides support for
organizations that aim to broaden the definition of beauty, for example: they
recently launched a body image website called relame.ca in partnership with
in new segments such as: the male market by producing shaving creams, or
body lotions for the babies industry. They can even enter the makeup
market, to target younger women.
Secondly, Dove can also unifie its advertising campaigns throughout the
globe, as they have already provin success by doubling the sales of almost
each product in some regions as I mentioned earlier.
The threats that Dove company face
As the growth of Dove company increase each year, so does the threats that
the company faces. The most dangerous threat that Dove faces is the
attitude of the public. Dove once posted a photo of an average women on
their website, with a poll that asked Fat of Fabuluos?. After considering the
responses of customers, the term Fat won the majority of responses. Which
resulted in the removale of the photo from the website.
A less dangerous threat to Dove is the fact that the brand is only popular in
modern countries which has higher income. Additionlly, some customers
have complained that the prices of soap products are high in under
developed countries like India. Thereofre, Dove must develop a strategy to
lower the prices of its products to allow more sales in both modern and less
developed countries, for both middle and upper class group of people.
Objectives
Doves overall objectives have always portrayed in satisfying its customers
needs and increasing the brand awareness and level.
Besides those objective, we have set some extra achievable objectives that
are:
First year objectives:
Marketing strategy
Dove is known for its taking care of women beauty, but recently, it has
established a new segment for men called Dove men segment. This new
segment is offering various men products such as face and body wash and
deodorants. Our focus is on the same segment, but our effort is to add a new
product into that segment, which will be Dove shaving gel. Therefore, our
consumer target is men.
Positioning
The marketing strategy for Dove is based on product differentiation.
Therefore, the new product will be positioned as the most convenient and
value added product. Our positioning statement will be Beauty is not
always related to femininity. It is a right of muscularity too. Women have
been trusting their skins to dove since forever. Its time for men now.
Product strategy
The Dove shaving gel selling process will be start, and we will continue with
same features mentioned early for its first year. There will be other shaving
gels with different features (e.g., different fragrances) that will be launched
in the later time. One of the most important product strategy that Dove uses
is building the level of its brand. Therefore, we will make sure to display its
brand and logo on the product itself and the packaging.
Pricing strategy
Our pricing strategy will focus on attracting distributor channels and of
course gaining competitive advantage in the market. Therefore, we decided
to start with the price of AED 110 for wholesalers and AED 150 for retailers.
Once a product will be launched and of course accepted by the consumers,
the price will be increased for the distributor channels.
Distribution strategy
Before setting a distribution strategy, we focused on couple of questions
(e.g., Where do our consumers prefer to shop? What is the cost-effective way
to our product into consumption level. .Etc). by focusing on selective
strategy, well start with local stores, especially, these kind of products are
consumed highly through supermarket stores. Well also use online retailers
for marketing the product.
Marketing communicating strategy
The main goal behind endorsing this product is increasing the brand
awareness. In order to do that, we will be depending on the advertising
agencies. Selecting appropriate multimedia media tools is very essential in
marketing the product. Hence, public relations department will play a major
role in reaching out our product differentiating massages to our customers.
Marketing research
through surveys, complains, and asking their opinion directly when they are
shopping in Doves store.
August: collect all the feedbacks, opinions, and complains to develop several
features to improve the presence of our product. After it is improved, the
price will be higher and it is expected that people in this month will more
noticeable about the product, which leads to receive higher value and profit
for our company. From September till the end of the year, Dove workers will
give the most of service and welcoming strategies for our existing customers
to become loyal and tell to other people about Dove mens segment
specifically to achieve our goal of AED200,000.
Budget:
The goal of Dove mens jell is to reach AED200,000 in the first year, with an
average whole price of AED110 and variable cost of AED80. Two options are
always expected whenever new product is joined to Dove segments. First
case is a number of percentage loss, near 11%. If this what the case is going
to be, then there will be more promotion on media of our product and we will
be more present in coming events, with reducing the price up to AED100.
Second option is profit gaining, more than it is planned. If this is going to be
the case then the price will go up to AED150. On the other hand, to make
this jell quite different to attract people, it requires a budget for offering high
standards. Our break-even analysis of Dove mens jell is as the following:
wholesale revenue AED110 per unit, variable cost AED90 per unit, first year
fixed cost is AED500,000. Based on these assumptions, the break-even
calculation is
500,000
110-90
Controls:
Our main focus and control is to adapt and respond to the rapid changing
environment in marketing area. Also, keep the standards of our quality and
service high. Nevertheless, the price must be suitable to customers and to
our companys overall cost. Balancing price and cost; quality and service;
stability and respond to changes, are requiring hard work and strong basis of
control in Dove group teams.
Marketing Plan Tools:
In Dubai, there is a library that is considered as the largest library in the city,
with huge variety and types of books, including to what relates to marketing
plan tools. Since Dove company and our team exists in Dubai , we have
chosen to select this library in Dubai Mall to rely on it for strategies and
tools:
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Works Cited
"Why The Campaign For Real Beauty?" Dove Support. Unilever. Web. 12 May 2012.
<http://www.campaignforrealbeauty.ca/supports.asp?url=supports.aspion=campaign&i
=1560>.
Lee, Joss Bernadette. "McClung's Magazine." Issuu.com. Winter 2008. Web. 12 May 2012.
<http://issuu.com/mcclungs/docs/winter2008/18>.
Bibliography
Hussain, S. (2010, May 10). SWOT analysis between two great competitors .
Retrieved May 1, 2012, from http://www.scribd.com/doc/31498694/SWOT-ANALYSISBetween-Two-Great-competitors-LUX-vs-Dove.
Kasi. (2011, July 28). Marketing Plan of Dove. Retrieved May 1, 2012, from
http://marketingmixx.com/marketing-plan-2/181-marketing-plan-of-dove.html.