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DOVE

Carrine Kezia Aulia | 102183022

Marketing Plan

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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

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Introduction: Unilever

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Introduction: Unilever
Food and Drink

Home Care

Personal Care

Lipton
Ben & Jerrys
Knorr
Unilever food
solutions
Becel, Flora
Walls
Bertolli
Hellmanns Amora
Blue Band, Rama

Omo
Comfort
Domestos
Sunlight
CIF
Surf

Dove
Simple
Signal, Close Up
Sunsilk
Clear
Axe
Lifebuoy
Lux
Vaseline
Ponds
etc..

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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.

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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.

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Introduction: Dove
Dove Bar
was
formulated
1940s

1950s
Dove
Beauty
Bar was
refined

Launched
in the
market
1960s

Leading
brand
recommende
d by
physicians
1980s

1970s
Popularity
increased
as a
mildest
soap

Extension of
Dove's range of
products
1990s-now

1990s
Dove Beauty
Wash was
launched

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Market Summary: Dove

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

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Market Summary: Dove

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Market Summary: Dove
target market

Demographic

Male and Female 18-34 years old

High income groups

Upper middle class

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Market Summary: Dove
target market

Geographic: this paper will focus only in America

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Market Summary: Dove
target market

Behavior

Aware of their health both physically and emotionally

Friendly and outgoing

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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
Easily

price

to buy the product

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Market Summary: Dove
market growth

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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

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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

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SWOT Analysis: Dove
strengths

Dove has strong media presence on facebook

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


etc

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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

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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

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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

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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

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SWOT Analysis: Dove
weaknesses

Low consumer awareness of Dove Insider rewards program

Low consumer awareness of these esteem tools and selfesteem 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

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SWOT Analysis: Dove
weaknesses

Advertisement have been controversial among audience


including
issues of racism, nudity and hypocrisy

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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

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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

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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

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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

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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"

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Competition: Dove

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Competition: Dove

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Product Offering: Dove

Beauty Bar and Body Wash

Deodorant

Hair

Lotion

Men+Care

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Product Offering: Dove
beauty bar

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Product Offering: Dove
body wash

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Product Offering: Dove
deodorant: clinical protection

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Product Offering: Dove
deodorant: solid

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Product Offering: Dove
deodorant: body mist, roll on, and aerosol

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Product Offering: Dove
hair care: shampoo

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Product Offering: Dove
hair care: conditioner

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Product Offering: Dove
hair care: treatment and style+care

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Product Offering: Dove
lotion

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Product Offering: Dove
men+care

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Key to Success: Dove

committed to building positive self-esteem and inspiring


women
to reach their full
potential

strong brand image


and protect it

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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.

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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.

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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.

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Critical Issues: Dove

Preconceived notion that Dove is for older


women.

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Critical Issues: Dove

Dove's advertisements have been controversial


among audience including issues of racism, nudity,
and hypocrisy

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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.

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Market Strategy: Dove
mission

Doves 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.

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Market Strategy: Dove
marketing objective

Body Wash awareness

Male consumer awareness

Increasing Twitter activity

Environmental Initiatives awareness stimulation

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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 selfesteem awareness programs

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Market Strategy: Dove
target market

Male and Female 18-34 years old

High income groups

Upper middle class

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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

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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

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Marketing Mix: Dove
products

antiperspirants/deodorants

body washes

beauty bars

lotions and moisturizers

hair care
facial care products

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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)

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Marketing Mix: Dove
place

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Marketing Mix: Dove
promotion: advertisement media

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Marketing Mix: Dove
promotion: advertisement media

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Marketing Mix: Dove
promotion: television, radio, internet

(video: Little Girl campaign,


2006)

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Marketing Mix: Dove
promotion: television, radio, internet

(video: camera shy, 2013)

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Marketing Mix: Dove
promotion: television, radio, internet

(video: real beauty sketches, 2013)

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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"

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Market Research: Dove
US, Britain, and Canada

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

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When I feel less beautiful, I feel worse about myself in


general.

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Market Research: Dove
US, Britain, and Canada

13
12
%
17
%
13
%

of all women say they are very satisfied with their beauty

with their physical attractiveness

with their facial attractiveness

with their body weight and shape

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Market Research: Dove
US, Britain, and Canada

90
67
%
61
%
91
%

of all women 15-64 worldwide want to change at least one


aspect of their physical appearance (with body weight
ranking the highest).
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)

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.

feel the media and advertising need to do a better job


of representing realistic images of women over 50.

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Market Research: Dove
US, Britain, and Canada

97
%
60
%
87

society is less accepting of appearance considerations for


women over 50 compared to their younger counterparts,
especially when focused on the body.

of women believe that if magazines were reflective of


a population, a person would likely believe women
over 50 do not exist.

of women believe they are too young to be old

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Financial: Unilever
turnover and underlying sales growth

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Financial: Unilever
turnover and underlying sales growth

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Financial: Unilever
operating profit

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Financial: Unilever
operating profit

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Financial: Unilever
research and development, advertising and
promotions

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Control: Implementation
advertising

October
2004

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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

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Control: Implementation
websites

www.campaignforrealbeauty.com

www.dove.com

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Control: Implementation
billboards

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Control: Implementation
panel discussion

American women in Radio and Television

E! Entertainment Television

Woodhull Institute for Ethical Leadership

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Control: Implementation
interview

Good Morning America

The Today Show

The Early Show

The Ellen DeGeneres Show

The View

The Oprah Show

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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 selfconfidence through activities and programs.

The Fund also supports BodyTalk, an educational


program for schools in the United Kingdom and
Canada.

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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.

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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

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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

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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.

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THANK YOU