Dove - Marketing Plan
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  • Dove is commited to building positive self-esteem and insipiring women to reach their full potential. The marketing plan should dedicate to that philosophy in both attitude and work ethic. It also has to take Dove&apos;s strong brand image and protect it in addition to expanding and maintaining current consumers. Dove use societal marketing concept where they educate girls and women on that healthy perception of body image should be and increase their self-esteem. They also focus on human welfare in addition to consumer&apos;s demands and company profits. <br />
  • New York (NY), Los Angeles (CA), Chicago (IL), Philadelphia (PA), San Francisco (CA), Boston (MA), Washington DC, Dallas (TX), Detroit (MI), Atlanta (GA), Houston (TX), Seattle (WA), Cleveland (OH), and Minneapolis (MN). <br />

Dove - Marketing Plan Dove - Marketing Plan Presentation Transcript

  • + DOVE Marketing 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
  • + Introduction: Unilever
  • + 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..
  • + 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.
  • + 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.
  • + 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
  • + Market Summary: Dove building positive self-esteem and insipiring women to reach their full potential
  • + Market Summary: Dove
  • + Market Summary: Dove target market  Demographic  Male and Female 18-34 years old  High income groups  Upper middle class
  • + Market Summary: Dove target market  Geographic: this paper will focus only in America
  • + Market Summary: Dove target market  Behavior  Aware of their health both physically and emotionally  Friendly and outgoing
  • + 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
  • + Market Summary: Dove market growth
  • + 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
  • + 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
  • + SWOT Analysis: Dove strengths  Dove has strong media presence on facebook (almost 20 million likes),Twitter (more than 105,000 followers), etc
  • + 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
  • + 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
  • + 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
  • + 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
  • + 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
  • + SWOT Analysis: Dove weaknesses  Advertisement have been controversial among audience including issues of racism, nudity and hypocrisy
  • + 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
  • + 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
  • + 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
  • + 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
  • + 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"
  • + Competition: Dove
  • + Competition: Dove
  • + Product Offering: Dove  Beauty Bar and Body Wash  Deodorant  Hair  Lotion  Men+Care
  • + Product Offering: Dove beauty bar
  • + Product Offering: Dove body wash
  • + Product Offering: Dove deodorant: clinical protection
  • + Product Offering: Dove deodorant: solid
  • + Product Offering: Dove deodorant: body mist, roll on, and aerosol
  • + Product Offering: Dove hair care: shampoo
  • + Product Offering: Dove hair care: conditioner
  • + Product Offering: Dove hair care: treatment and style+care
  • + Product Offering: Dove lotion
  • + Product Offering: Dove men+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.
  • + 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.
  • + 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.
  • + Critical Issues: Dove  Preconceived notion that Dove is for older women.
  • + Critical Issues: Dove  Dove's advertisements have been controversial among audience including issues of racism, nudity, and hypocrisy
  • + 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.
  • + 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.
  • + Market Strategy: Dove marketing objective  Body Wash awareness  Male consumer awareness  Increasing Twitter activity  Environmental Initiatives awareness stimulation
  • + 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
  • + Market Strategy: Dove target market  Male and Female 18-34 years old  High income groups  Upper middle class
  • + 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
  • + 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
  • + Marketing Mix: Dove products  antiperspirants/deodorants  body washes  beauty bars  lotions and moisturizers  hair care  facial care products
  • + 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)
  • + Marketing Mix: Dove place
  • + Marketing Mix: Dove promotion: advertisement media
  • + Marketing Mix: Dove promotion: advertisement media
  • + Marketing Mix: Dove promotion: television, radio, internet (video: Little Girl campaign, 2006)
  • + Marketing Mix: Dove promotion: television, radio, internet (video: camera shy, 2013)
  • + Marketing Mix: Dove promotion: television, radio, internet (video: real beauty sketches, 2013)
  • + 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"
  • + 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.”
  • + 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
  • + 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.
  • + 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
  • + Financial: Unilever turnover and underlying sales growth
  • + Financial: Unilever turnover and underlying sales growth
  • + Financial: Unilever operating profit
  • + Financial: Unilever operating profit
  • + Financial: Unilever research and development, advertising and promotions
  • + Control: Implementation advertising October 2004
  • + 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
  • + Control: Implementation websites  www.campaignforrealbeauty.com  www.dove.com
  • + Control: Implementation billboards
  • + Control: Implementation panel discussion  American women in Radio and Television  E! Entertainment Television  Woodhull Institute for Ethical Leadership
  • + Control: Implementation interview  Good Morning America  The Today Show  The Early Show  The Ellen DeGeneres Show  The View  The Oprah Show
  • + 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.
  • + 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.
  • + 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
  • + 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