Developing consumer profiles and insights about Dove Shampoo

2. Background
Social Media Analysis
Consumer Reviews
Consumer Profiles
Key Analysis
Competitive Analysis
Executive Summary
Recommendations
Overview

3. https://www.instagram.com/p/BRLb5-0AMdG/?taken-
by=amandamonty
• Dove is well known for it's healthand beautyproducts with it's
mainfocus being Beautyis for everyone.
• Their real beauty marketing campaigninspires women to
buildpositive self-esteemand confidence. Dove's brand loyalty
contributes to their large market share (Flagg, 2013).
• Dove has a strong social media presence with more than26
millionFacebookfollowers witha prominent advertising
approachon Instagram.
Background
https://www.instagram.com/p/BRLb5-0AMdG/?taken-
by=amandamonty
Ref: InfoScout.(2017) Dove Consumer insights.

4. Social Media Analysis
• People love the idea that Dove focuses on real beauty than
artificially photoshopped models.
• Dove’s commitment to support natural beauty and women
empowerment sets themapart fromcompetitors.
• There are manyassumptions that Doveis tested on animals which
leads to a negative reputationof the brand.
• The lack of “natural ingredients” prevents people fromusing Dove.
Ref: Dove Canada. (2017, March 10). Do what makes you feel beautiful. Dove stops 90% of daily hair damage before it happens. [Facebook update].

5. “Dovedidmakemy
hairfeelsofterbut did
not helpmecombating
withdandruff”
“I loveDove
becauseit
supportsreal
women”
“Doveispartof my
dailyhaircare
routine,it helpsme
startmy goodhair
day”
“Itismildandmakesmyhair
feelweightlessandfullof life”
“Makea strongerformulaso
thatI haveto washonlyonce”
Customer ReviewsLikes Dislikes

6. Dove’s Targeted Consumer Demographics
Majorityof Dove female consumers :-
• Range from an age of 18 to 39.
• College / University graduates
• Ethnic background: White
• Income:$15,000-$50,000

7. Consumer Profile
HairType : Dry, fine to normal, straight
DoveShampooUsed: Daily Moisture shampoo
HairCare Routine: Shampoo-condition-serum & go; sometime
straighten
ShampooEvaluation Method:
• Affordable
• Variety to choose from
• Brand also matters
Values& Fears:
• Clean & soft hair
• “go away frizz”
Demographics
• Sex-Female
• Age-18-24
• Relationship Status-Single
• Location-Barrie Resident
AbbyScott
Full-Time Student,Part-Time cashierat Big-Box Store

8. Consumer Profile
Lucy Mori
Investment Banker at a leading Bank, Home-maker
Demographics
• Sex-Female
• Age-30-39
• Relationship Status-Married
• Location-GTA
HairType : Curly frizzy, colored hair
DoveShampooUsed: Color repair shampoo
HairCare Routine: Shampoo-condition-mousse & go
ShampooEvaluation Method:
• Color resistant
• Dandruff resistant
• Bottle size
Values & Fears:
• Brand loyal and loves quality
• Scared of styling everyday

9. Key Analysis
• The top tworeasonswhypeople use
Doveare it’s smell good and makes
their hair clean.
• Only1 out of 4 respondentsfeelthat
Dovemakes their hairsmoother
n=4

10. Key Analysis
• 3 out of 4 people foundout about dovethrough
recommendations.
• 2 out of 4 peoplefelt Dove neededa stronger formula.
• All the respondents statedthe size of bottle and value for
moneyare directlyproportional.
Affordable
31%
Availability
15%
Brand
Loyality
23%
Bottle size
31%
EVALUATION CRITERIA
Affordable Availability Brand Loyality Bottle size
n=4
Evaluation
criteria before
buying

11. Competitor Analysis
Bottlesize -739ml
Price: $5.96
Distribution Channels:
Grocery stores, drug stores
and online shopping
portals
Marketing strategy:
Salon style hair at home
Bottlesize -675ml
Price: $7.36
Distribution Channels:
Grocery stores, drug
stores and online
shopping portals
Marketing strategy:
Shiny silky beautiful
lengths
Bottlesize -750 ml
Price: $6.97
Distribution Channels:
Grocery stores, drug
stores and online
shopping portals
Marketing strategy:
Promoting real beauty
Dove TRESemme Pantene

12. Perceived Opinions of Competitor Brand Users
“Doveis too gentle for my
crazyhair” “Dovecould be an
inexpensivealternative
to my hair care
routine”
“Dovedoesn’t carry
anysulphatefree or
organic shampoo”

13. Executive Summary
• Purchase behavior is driven by Brand loyalty and
recommendations.
• The most common evaluation criteria is bottle size and
price range.
• Dove sensational factors like smell, freshness and
smoothness are the key factors driving consumer
satisfaction.

14. Recommendations
• Continue promoting the real beauty campaign for reachingout to diverse
groups of women.
• Createstronger outreach programs to address existing perceptions about animal
testing conducted by Dove.
• Createmore awareness about variety of shampoos being manufactured.
• Launcha “green” shampooline for the environmentally conscious consumers.

15. Thank you for listening

16. Any Questions?

17. Appendix

18. Objectives
• Understanding and analyzingthe consumers of Dove
(shampoo) hair care for women.
• Creating consumer profiles of Dove shampoo users.
• Conducting social media analysis for Dove.
• Building competitive brand analysis of Dove withTRESemme
and Pantene.
• Providing recommendations for Dove basedon key findings.

19. Ethical Considerations
• Low risk research study as participants involvedare family and friends.
• All participants interviewed were over the age of 18 yearsold.
• All participants received verbal informed constant and were provided with
the objectives of the research study.
• No personal information was disclosedwithout written consent fromthe
participants.

20. Research Methodology
• Conducted secondary research on Dove demographics, social media
analysis and competitive analysis.
• The researchteamused convenience samplingto interview6
consumers; 4 Dove Shampoo users and 2 TRESemme Shampoo
users.
• Prepared introduction and consent forms for participants.
• Developedinterviewquestions for the in-depthinterviews.
• Combinedraw data and analyzedusing Excel.

21. Limitations
• Research study only included long time users of Dove shampoo (1 yearand
over)
• Participants used various types of Dove shampoos; could not limit to one
type to avoid recruitment difficulties.
• Small pool of participants does not reveal significant evidence; samplesize is
not representative of the population.
• Interviews were limited to familymembers and friends which did not fit into
the ideal consumer profile of Dove shampoo users.

22. References
Flagg, J. (2013). What we can learn from Dove’s marketing strategies. Retrieved from
http://www.mechtron.com/blog/what-we-can-learn-from-doves-marketing-strategies/
Kantar Media. (2016). Health & Beauty Products, Dove/ Shampoo: Demographics / Canada
[table]. Vividata 2016 Q4. Retrieved from https://vividata.ca
Kantar Media. (2016). Health & Beauty Products, TRESemme/ Shampoo: Demographics / Canada [table].
Vividata 2016 Q4. Retrieved from https://vividata.ca
Monty, A. (2017, March). Real Beauty Dove Campaign. [Instagram post]. Retrieved from
https://www.instagram.com/p/BRLb5-0AMdG/?taken-by=amandamonty&hl=en
DoveCanada. (2017, March 10). Do what makes you feel beautiful. Dove stops 90% of daily hair damage before
it happens. [Facebook update]. Retrieved from
https://m.facebook.com/story.php?story_fbid=1341972845891672&id=344549858967314&refsrc=https%3A%2
F%2Fm.facebook.com%2FDoveCanada%2Fvideos%2F1341972845891672%2F&_rdr
InfoScout.(2017) Dove Consumer insights. Retrieved from
http://infoscout.co/brand/dove?ab=b&utm_expid=75303912-24.l6L7NHOEQze-M9P-
hvusJw.1&utm_referrer=http%3A%2F%2Finfoscout.co%2Fbrand%2Fdove%2Fsurvey