DOVE Marketing PlanAnglo-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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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
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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.
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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.
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Popularity increased as a mildest soap
Leading brand recommended by physicians
Dove Beauty Wash was launched
Extension of Dove's range of products
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Market Summary: Dove
building positive self-esteem and insipiring women to reach their full potential
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High income groups
Upper middle class
Geographic: this paper will focus only in America
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Friendly and outgoing
Products that can enhance their health and well being
Moisturizing products (rinses cleaner than soap, leaving skin clean, soft and smooth)
Affordable price
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A commitment to quality for more than 50 years
Dove stresses strong family and emotional values
Strong emotional touch
High market share
Seasonal variety of soaps and lotions to body changes during
hot/ cold weather
Supported by the industry's longest-running medical program
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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
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
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strengths
"Show us your skin" campaign is allowing women of all ages to show
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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 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
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issues of racism, nudity and hypocrisy
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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
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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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
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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
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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
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Deodorant
Hair
Lotion
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to reach their full
Critical Issues: Dove
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Critical Issues: Dove
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Critical Issues: Dove
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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.
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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
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High income groups
Upper middle class
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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strategies
to make its brand known as a social change (in a good way)
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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)
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About 3/4 of them rate their beauty as "average"
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Almost 1/2 of them think their weight is "too high"
48%
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13%
of all women say they are very satisfied with their beauty
12%
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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%
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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%
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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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E! Entertainment Television
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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.
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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
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Conclusion and Suggestion
The Campaign for Real Beauty shattered the stereotype of the size zero, blonde, perfect model
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