SlideShare a Scribd company logo

Dove - Marketing Plan

Dove launched a marketing campaign called "Campaign for Real Beauty" to promote positive body image. The campaign features ordinary women rather than models and aims to build women's self-esteem. Dove's parent company Unilever generates over €51 billion in annual sales from brands in over 190 countries. Market research shows most women are dissatisfied with their appearance and Dove aims to address this issue through advertising, websites, billboards, and panel discussions to promote its message.

1 of 84
Download to read offline
+
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.

Recommended

Dove: Using Consumer Psychology to Understand Buyer Behaviour
Dove: Using Consumer Psychology to Understand Buyer BehaviourDove: Using Consumer Psychology to Understand Buyer Behaviour
Dove: Using Consumer Psychology to Understand Buyer BehaviourSofia Fominova
 
L'oreal Consumer Buying Behaviour - MET STUDENTS
L'oreal Consumer Buying Behaviour - MET STUDENTSL'oreal Consumer Buying Behaviour - MET STUDENTS
L'oreal Consumer Buying Behaviour - MET STUDENTSRajesh Shetty
 
Marketing Analysis of NIVEA
Marketing Analysis of NIVEA Marketing Analysis of NIVEA
Marketing Analysis of NIVEA Vicky Parmar
 

More Related Content

What's hot

STP of L'oreal india
STP of L'oreal india STP of L'oreal india
STP of L'oreal india Disha Thakkar
 
Bm group4 dove_evolution of a brand
Bm group4 dove_evolution of a brandBm group4 dove_evolution of a brand
Bm group4 dove_evolution of a brandArjun Choudhry
 
NIVEA Marketing Communication Analysis
NIVEA Marketing Communication AnalysisNIVEA Marketing Communication Analysis
NIVEA Marketing Communication AnalysisSiriwan Siriwangsanti
 
Dove: evolution of a brand
Dove: evolution of a brand Dove: evolution of a brand
Dove: evolution of a brand Sameer Mathur
 
Media Plan Of Dove
Media Plan Of DoveMedia Plan Of Dove
Media Plan Of Doveraaaiii
 
Marketing plan dove
Marketing plan  doveMarketing plan  dove
Marketing plan doveDivya995693
 
Dove and axe case study
Dove and axe case studyDove and axe case study
Dove and axe case studySaswat Prusty
 
Dove advertising strategy
Dove advertising strategyDove advertising strategy
Dove advertising strategyAparna Sharma
 
L'Oreal Repositioning
L'Oreal Repositioning L'Oreal Repositioning
L'Oreal Repositioning zenankita
 
Dove Final Presentation
Dove   Final PresentationDove   Final Presentation
Dove Final PresentationPartha Misra
 
L'Oreal - Marketing Strategy
L'Oreal - Marketing StrategyL'Oreal - Marketing Strategy
L'Oreal - Marketing Strategyibzmir
 
L'oreal: A Brand Analysis
L'oreal: A Brand Analysis L'oreal: A Brand Analysis
L'oreal: A Brand Analysis Arnab Bose
 
Dove - Brand and Social Media case study
Dove - Brand and Social Media case studyDove - Brand and Social Media case study
Dove - Brand and Social Media case studybliu108
 
Presentation on dove1
Presentation on dove1Presentation on dove1
Presentation on dove1karanbilla
 
The evolution of Dove as a Brand
The evolution of Dove as a BrandThe evolution of Dove as a Brand
The evolution of Dove as a BrandRohan Bharaj
 

What's hot (20)

STP of L'oreal india
STP of L'oreal india STP of L'oreal india
STP of L'oreal india
 
Dove- Brand Evolution
Dove- Brand EvolutionDove- Brand Evolution
Dove- Brand Evolution
 
Bm group4 dove_evolution of a brand
Bm group4 dove_evolution of a brandBm group4 dove_evolution of a brand
Bm group4 dove_evolution of a brand
 
Ppt on stp of dove
Ppt on stp of dovePpt on stp of dove
Ppt on stp of dove
 
NIVEA Marketing Communication Analysis
NIVEA Marketing Communication AnalysisNIVEA Marketing Communication Analysis
NIVEA Marketing Communication Analysis
 
Dove: evolution of a brand
Dove: evolution of a brand Dove: evolution of a brand
Dove: evolution of a brand
 
Media Plan Of Dove
Media Plan Of DoveMedia Plan Of Dove
Media Plan Of Dove
 
Dove - Industry Analysis
Dove - Industry AnalysisDove - Industry Analysis
Dove - Industry Analysis
 
Marketing plan dove
Marketing plan  doveMarketing plan  dove
Marketing plan dove
 
Dove and axe case study
Dove and axe case studyDove and axe case study
Dove and axe case study
 
Dove advertising strategy
Dove advertising strategyDove advertising strategy
Dove advertising strategy
 
L'Oreal Repositioning
L'Oreal Repositioning L'Oreal Repositioning
L'Oreal Repositioning
 
Dove Final Presentation
Dove   Final PresentationDove   Final Presentation
Dove Final Presentation
 
L'Oreal - Marketing Strategy
L'Oreal - Marketing StrategyL'Oreal - Marketing Strategy
L'Oreal - Marketing Strategy
 
L'oreal: A Brand Analysis
L'oreal: A Brand Analysis L'oreal: A Brand Analysis
L'oreal: A Brand Analysis
 
Dove - Brand and Social Media case study
Dove - Brand and Social Media case studyDove - Brand and Social Media case study
Dove - Brand and Social Media case study
 
Tru earth case study
Tru earth case studyTru earth case study
Tru earth case study
 
Dove case study
Dove case studyDove case study
Dove case study
 
Presentation on dove1
Presentation on dove1Presentation on dove1
Presentation on dove1
 
The evolution of Dove as a Brand
The evolution of Dove as a BrandThe evolution of Dove as a Brand
The evolution of Dove as a Brand
 

Viewers also liked

Assignment 1 Dove Target Audience
Assignment 1 Dove Target AudienceAssignment 1 Dove Target Audience
Assignment 1 Dove Target AudienceAriana Buzzelli
 
A Brand Comparison of Dove vs. Olay
A Brand Comparison of Dove vs. OlayA Brand Comparison of Dove vs. Olay
A Brand Comparison of Dove vs. OlaySarah Pond
 
Marketing strategy of new baby soap brand
Marketing strategy of new baby soap brandMarketing strategy of new baby soap brand
Marketing strategy of new baby soap brandAmandeep Singh Gujral
 
Neutrogena marketing mix
Neutrogena marketing mixNeutrogena marketing mix
Neutrogena marketing mixYasir Malik
 
Functional and emotional benefits
Functional and emotional benefitsFunctional and emotional benefits
Functional and emotional benefitsBeloved Brands Inc.
 
Starbucks Media Plan
Starbucks Media PlanStarbucks Media Plan
Starbucks Media Planmspinella1016
 
Dove : Evolution of a Brand (HBR Case Study Analysis)
Dove : Evolution of a Brand (HBR Case Study Analysis)Dove : Evolution of a Brand (HBR Case Study Analysis)
Dove : Evolution of a Brand (HBR Case Study Analysis)Sameer Mathur
 
Deodorants - Axe, Dove, Yardley, Rexona, Nivea - SWOT Analysis, Positioning.
Deodorants - Axe, Dove, Yardley, Rexona, Nivea - SWOT Analysis, Positioning.Deodorants - Axe, Dove, Yardley, Rexona, Nivea - SWOT Analysis, Positioning.
Deodorants - Axe, Dove, Yardley, Rexona, Nivea - SWOT Analysis, Positioning.Navdeep Sinver
 
Agricultural value chain analysis
Agricultural value chain analysisAgricultural value chain analysis
Agricultural value chain analysisAFAAS
 
Introduction to agricultural value chains and supply chain management
Introduction to agricultural value chains and supply chain managementIntroduction to agricultural value chains and supply chain management
Introduction to agricultural value chains and supply chain managementILRI
 
Measuring the Relationship between Innovative Drugs and AE_2015
Measuring the Relationship between Innovative Drugs and AE_2015Measuring the Relationship between Innovative Drugs and AE_2015
Measuring the Relationship between Innovative Drugs and AE_2015Jonathan Bryan
 
Effective management communcation part
Effective management communcation partEffective management communcation part
Effective management communcation partRajat Bhoir
 
Supply Chain It Convergence MBA talk
Supply Chain It Convergence MBA talkSupply Chain It Convergence MBA talk
Supply Chain It Convergence MBA talkArpad Hevizi
 
Understanding Value and Supply Chains in Agriculture by CJ Jones
Understanding  Value and Supply Chains in Agriculture by CJ JonesUnderstanding  Value and Supply Chains in Agriculture by CJ Jones
Understanding Value and Supply Chains in Agriculture by CJ JonesGrowth Hub Africa
 
Female Deodorant Usage in Indonesia
Female Deodorant Usage in IndonesiaFemale Deodorant Usage in Indonesia
Female Deodorant Usage in IndonesiaDI Marketing
 

Viewers also liked (20)

Assignment 1 Dove Target Audience
Assignment 1 Dove Target AudienceAssignment 1 Dove Target Audience
Assignment 1 Dove Target Audience
 
[Dove] Social Media
[Dove] Social Media[Dove] Social Media
[Dove] Social Media
 
A Brand Comparison of Dove vs. Olay
A Brand Comparison of Dove vs. OlayA Brand Comparison of Dove vs. Olay
A Brand Comparison of Dove vs. Olay
 
Dove and New Media
Dove and New MediaDove and New Media
Dove and New Media
 
Marketing strategy of new baby soap brand
Marketing strategy of new baby soap brandMarketing strategy of new baby soap brand
Marketing strategy of new baby soap brand
 
Neutrogena marketing mix
Neutrogena marketing mixNeutrogena marketing mix
Neutrogena marketing mix
 
Doritos Final Media Plan
Doritos Final Media PlanDoritos Final Media Plan
Doritos Final Media Plan
 
Functional and emotional benefits
Functional and emotional benefitsFunctional and emotional benefits
Functional and emotional benefits
 
Dove baby
Dove babyDove baby
Dove baby
 
Dove
DoveDove
Dove
 
Starbucks Media Plan
Starbucks Media PlanStarbucks Media Plan
Starbucks Media Plan
 
Dove : Evolution of a Brand (HBR Case Study Analysis)
Dove : Evolution of a Brand (HBR Case Study Analysis)Dove : Evolution of a Brand (HBR Case Study Analysis)
Dove : Evolution of a Brand (HBR Case Study Analysis)
 
Deodorants - Axe, Dove, Yardley, Rexona, Nivea - SWOT Analysis, Positioning.
Deodorants - Axe, Dove, Yardley, Rexona, Nivea - SWOT Analysis, Positioning.Deodorants - Axe, Dove, Yardley, Rexona, Nivea - SWOT Analysis, Positioning.
Deodorants - Axe, Dove, Yardley, Rexona, Nivea - SWOT Analysis, Positioning.
 
Agricultural value chain analysis
Agricultural value chain analysisAgricultural value chain analysis
Agricultural value chain analysis
 
Introduction to agricultural value chains and supply chain management
Introduction to agricultural value chains and supply chain managementIntroduction to agricultural value chains and supply chain management
Introduction to agricultural value chains and supply chain management
 
Measuring the Relationship between Innovative Drugs and AE_2015
Measuring the Relationship between Innovative Drugs and AE_2015Measuring the Relationship between Innovative Drugs and AE_2015
Measuring the Relationship between Innovative Drugs and AE_2015
 
Effective management communcation part
Effective management communcation partEffective management communcation part
Effective management communcation part
 
Supply Chain It Convergence MBA talk
Supply Chain It Convergence MBA talkSupply Chain It Convergence MBA talk
Supply Chain It Convergence MBA talk
 
Understanding Value and Supply Chains in Agriculture by CJ Jones
Understanding  Value and Supply Chains in Agriculture by CJ JonesUnderstanding  Value and Supply Chains in Agriculture by CJ Jones
Understanding Value and Supply Chains in Agriculture by CJ Jones
 
Female Deodorant Usage in Indonesia
Female Deodorant Usage in IndonesiaFemale Deodorant Usage in Indonesia
Female Deodorant Usage in Indonesia
 

Similar to Dove - Marketing Plan

Dove Networking Marketing
Dove Networking MarketingDove Networking Marketing
Dove Networking MarketingMehedi Hasan
 
FLL UNILEVER_DIAN YUDICIA
FLL UNILEVER_DIAN YUDICIAFLL UNILEVER_DIAN YUDICIA
FLL UNILEVER_DIAN YUDICIADian Yudicia
 
Unilever's real beauty campaingn for dove
Unilever's real beauty campaingn for doveUnilever's real beauty campaingn for dove
Unilever's real beauty campaingn for dovem4mahe
 
Brand Equity of Dove
Brand Equity of DoveBrand Equity of Dove
Brand Equity of DoveRidhima Arora
 
Social Media Marketing - Dove
Social Media Marketing - DoveSocial Media Marketing - Dove
Social Media Marketing - DoveMaia Hass
 
Media Plan Of Dove
Media Plan Of DoveMedia Plan Of Dove
Media Plan Of Doveraaaiii
 
Dove: Evolution of a brand
Dove: Evolution of a brandDove: Evolution of a brand
Dove: Evolution of a brandSameer Mathur
 
Dove evolution of a brand
Dove evolution of a brandDove evolution of a brand
Dove evolution of a brandPranav Anand
 
Dove go fresh (digital marketing)
Dove go fresh (digital marketing)Dove go fresh (digital marketing)
Dove go fresh (digital marketing)priyanshdwivedi22
 
DOVE: EVOLUTION OF A BRAND BY JEET PAREKH IIT BHU
DOVE: EVOLUTION OF A BRAND BY JEET PAREKH IIT BHUDOVE: EVOLUTION OF A BRAND BY JEET PAREKH IIT BHU
DOVE: EVOLUTION OF A BRAND BY JEET PAREKH IIT BHUSameer Mathur
 
Dove: Evolution of a brand
Dove: Evolution of a brandDove: Evolution of a brand
Dove: Evolution of a brandJeet Parekh
 
Dove Whitenening Deodrant- Brand Extension
Dove Whitenening Deodrant- Brand ExtensionDove Whitenening Deodrant- Brand Extension
Dove Whitenening Deodrant- Brand ExtensionSameer Mathur
 
Dove- Evolution of a brand
Dove- Evolution of a brandDove- Evolution of a brand
Dove- Evolution of a brandSameer Mathur
 
Dove: Redefining Beauty
Dove: Redefining Beauty Dove: Redefining Beauty
Dove: Redefining Beauty Vivek Lulla
 
Dove Evolution Of A Brand
Dove  Evolution Of A BrandDove  Evolution Of A Brand
Dove Evolution Of A Brandguest3c87b17
 

Similar to Dove - Marketing Plan (20)

Dove Networking Marketing
Dove Networking MarketingDove Networking Marketing
Dove Networking Marketing
 
Dove
DoveDove
Dove
 
Dove
Dove Dove
Dove
 
FLL UNILEVER_DIAN YUDICIA
FLL UNILEVER_DIAN YUDICIAFLL UNILEVER_DIAN YUDICIA
FLL UNILEVER_DIAN YUDICIA
 
Unilever's real beauty campaingn for dove
Unilever's real beauty campaingn for doveUnilever's real beauty campaingn for dove
Unilever's real beauty campaingn for dove
 
Brand Equity of Dove
Brand Equity of DoveBrand Equity of Dove
Brand Equity of Dove
 
Social Media Marketing - Dove
Social Media Marketing - DoveSocial Media Marketing - Dove
Social Media Marketing - Dove
 
Media Plan Of Dove
Media Plan Of DoveMedia Plan Of Dove
Media Plan Of Dove
 
Dove: Evolution of a brand
Dove: Evolution of a brandDove: Evolution of a brand
Dove: Evolution of a brand
 
Dove evolution of a brand
Dove evolution of a brandDove evolution of a brand
Dove evolution of a brand
 
Project on fair&lovely
Project on fair&lovelyProject on fair&lovely
Project on fair&lovely
 
Dove SWOT
Dove SWOTDove SWOT
Dove SWOT
 
Dove_HUL
Dove_HULDove_HUL
Dove_HUL
 
Dove go fresh (digital marketing)
Dove go fresh (digital marketing)Dove go fresh (digital marketing)
Dove go fresh (digital marketing)
 
DOVE: EVOLUTION OF A BRAND BY JEET PAREKH IIT BHU
DOVE: EVOLUTION OF A BRAND BY JEET PAREKH IIT BHUDOVE: EVOLUTION OF A BRAND BY JEET PAREKH IIT BHU
DOVE: EVOLUTION OF A BRAND BY JEET PAREKH IIT BHU
 
Dove: Evolution of a brand
Dove: Evolution of a brandDove: Evolution of a brand
Dove: Evolution of a brand
 
Dove Whitenening Deodrant- Brand Extension
Dove Whitenening Deodrant- Brand ExtensionDove Whitenening Deodrant- Brand Extension
Dove Whitenening Deodrant- Brand Extension
 
Dove- Evolution of a brand
Dove- Evolution of a brandDove- Evolution of a brand
Dove- Evolution of a brand
 
Dove: Redefining Beauty
Dove: Redefining Beauty Dove: Redefining Beauty
Dove: Redefining Beauty
 
Dove Evolution Of A Brand
Dove  Evolution Of A BrandDove  Evolution Of A Brand
Dove Evolution Of A Brand
 

More from Carrine Aulia

Comparing Journal Articles
Comparing Journal ArticlesComparing Journal Articles
Comparing Journal ArticlesCarrine Aulia
 
Articles, Ethical Standard, and Manuscript
Articles, Ethical Standard, and ManuscriptArticles, Ethical Standard, and Manuscript
Articles, Ethical Standard, and ManuscriptCarrine Aulia
 
Paper Presentation - Marketing Management
Paper Presentation - Marketing ManagementPaper Presentation - Marketing Management
Paper Presentation - Marketing ManagementCarrine Aulia
 
Paper Presentation - Human Resources
Paper Presentation - Human ResourcesPaper Presentation - Human Resources
Paper Presentation - Human ResourcesCarrine Aulia
 
Absenteeism, Turn Over and Retention
Absenteeism, Turn Over and RetentionAbsenteeism, Turn Over and Retention
Absenteeism, Turn Over and RetentionCarrine Aulia
 
Extended Pro Forma Statement
Extended Pro Forma StatementExtended Pro Forma Statement
Extended Pro Forma StatementCarrine Aulia
 
Financial statement, taxes, and cash flow
Financial statement, taxes, and cash flowFinancial statement, taxes, and cash flow
Financial statement, taxes, and cash flowCarrine Aulia
 
Building Brand Equity with Environmental Communication
Building Brand Equity with Environmental CommunicationBuilding Brand Equity with Environmental Communication
Building Brand Equity with Environmental CommunicationCarrine Aulia
 
Probabilistic Activity Time
Probabilistic Activity TimeProbabilistic Activity Time
Probabilistic Activity TimeCarrine Aulia
 
Time and Motion Studies
Time and Motion StudiesTime and Motion Studies
Time and Motion StudiesCarrine Aulia
 
American Management Style
American Management StyleAmerican Management Style
American Management StyleCarrine Aulia
 

More from Carrine Aulia (15)

Comparing Journal Articles
Comparing Journal ArticlesComparing Journal Articles
Comparing Journal Articles
 
Articles, Ethical Standard, and Manuscript
Articles, Ethical Standard, and ManuscriptArticles, Ethical Standard, and Manuscript
Articles, Ethical Standard, and Manuscript
 
Paper Presentation - Marketing Management
Paper Presentation - Marketing ManagementPaper Presentation - Marketing Management
Paper Presentation - Marketing Management
 
Absenteeism
AbsenteeismAbsenteeism
Absenteeism
 
Paper Presentation - Human Resources
Paper Presentation - Human ResourcesPaper Presentation - Human Resources
Paper Presentation - Human Resources
 
Absenteeism, Turn Over and Retention
Absenteeism, Turn Over and RetentionAbsenteeism, Turn Over and Retention
Absenteeism, Turn Over and Retention
 
Comparing Rates
Comparing RatesComparing Rates
Comparing Rates
 
Extended Pro Forma Statement
Extended Pro Forma StatementExtended Pro Forma Statement
Extended Pro Forma Statement
 
Financial statement, taxes, and cash flow
Financial statement, taxes, and cash flowFinancial statement, taxes, and cash flow
Financial statement, taxes, and cash flow
 
Building Brand Equity with Environmental Communication
Building Brand Equity with Environmental CommunicationBuilding Brand Equity with Environmental Communication
Building Brand Equity with Environmental Communication
 
Probabilistic Activity Time
Probabilistic Activity TimeProbabilistic Activity Time
Probabilistic Activity Time
 
Time and Motion Studies
Time and Motion StudiesTime and Motion Studies
Time and Motion Studies
 
American Management Style
American Management StyleAmerican Management Style
American Management Style
 
ASEAN
ASEANASEAN
ASEAN
 
Zara - Study Case
Zara - Study CaseZara - Study Case
Zara - Study Case
 

Recently uploaded

2024 Insights: Role of Social Media Marketing in Business Growth
2024 Insights: Role of Social Media Marketing in Business Growth2024 Insights: Role of Social Media Marketing in Business Growth
2024 Insights: Role of Social Media Marketing in Business GrowthJomer Gregorio
 
Market segmentation: Segments of a market refer to distinct groups of consumers
Market segmentation:  Segments of a market refer to distinct groups of consumersMarket segmentation:  Segments of a market refer to distinct groups of consumers
Market segmentation: Segments of a market refer to distinct groups of consumersNiveditha Achandira
 
Advertising and Sales Promotion concepts
Advertising and Sales Promotion  conceptsAdvertising and Sales Promotion  concepts
Advertising and Sales Promotion conceptsparamanjegatheeswari
 
Snapshot of Consumer Behaviors of January 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of January 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of January 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of January 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 
How An Enterprise Digital PR Firm Earns 100’s Of Links In 30 Days
How An Enterprise Digital PR Firm Earns 100’s Of Links In 30 DaysHow An Enterprise Digital PR Firm Earns 100’s Of Links In 30 Days
How An Enterprise Digital PR Firm Earns 100’s Of Links In 30 DaysSearch Engine Journal
 
Advanced Search Engine Optimisation
Advanced Search Engine OptimisationAdvanced Search Engine Optimisation
Advanced Search Engine OptimisationAdriannaBednarz
 
Advertising concepts , Importance and its Types
Advertising concepts , Importance and its TypesAdvertising concepts , Importance and its Types
Advertising concepts , Importance and its Typesparamanjegatheeswari
 
Porter's Five Forces Analysis: Starbucks vs. Costa Coffee
Porter's Five Forces Analysis: Starbucks vs. Costa CoffeePorter's Five Forces Analysis: Starbucks vs. Costa Coffee
Porter's Five Forces Analysis: Starbucks vs. Costa Coffeeakshayytanwar123
 
Advanced Web Analytics Certification Training
Advanced Web Analytics Certification TrainingAdvanced Web Analytics Certification Training
Advanced Web Analytics Certification TrainingAdriannaBednarz
 
Advanced Pay Per Click (PPC)
Advanced Pay Per Click (PPC)Advanced Pay Per Click (PPC)
Advanced Pay Per Click (PPC)AdriannaBednarz
 
Advanced Marketing Management Promotional Marketing for Bourbon Bowl
Advanced Marketing Management Promotional Marketing for Bourbon BowlAdvanced Marketing Management Promotional Marketing for Bourbon Bowl
Advanced Marketing Management Promotional Marketing for Bourbon Bowlanahimariche
 
Advertising in Music Genre 2023 - TAM AdEx
Advertising in Music Genre 2023 - TAM AdExAdvertising in Music Genre 2023 - TAM AdEx
Advertising in Music Genre 2023 - TAM AdExSocial Samosa
 
Empowering In-house Content Projects with AI - Yagmur Simsek - Search Norwich 14
Empowering In-house Content Projects with AI - Yagmur Simsek - Search Norwich 14Empowering In-house Content Projects with AI - Yagmur Simsek - Search Norwich 14
Empowering In-house Content Projects with AI - Yagmur Simsek - Search Norwich 14SearchNorwich
 
Mattress Topper King Size | Kushimattress
Mattress Topper King Size | KushimattressMattress Topper King Size | Kushimattress
Mattress Topper King Size | KushimattressKushimattress
 
The Resurgence of Direct Mail as a Growth Marketing Strategy
The Resurgence of Direct Mail as a Growth Marketing StrategyThe Resurgence of Direct Mail as a Growth Marketing Strategy
The Resurgence of Direct Mail as a Growth Marketing StrategyAggregage
 
ChatGPT : How to use ChatGPT and Get updated Prompts
ChatGPT : How to use ChatGPT and Get updated PromptsChatGPT : How to use ChatGPT and Get updated Prompts
ChatGPT : How to use ChatGPT and Get updated PromptsSaurav Srivastava
 
Redseer_Ear-It-All_Report Design 2_16022024_final.pdf
Redseer_Ear-It-All_Report Design 2_16022024_final.pdfRedseer_Ear-It-All_Report Design 2_16022024_final.pdf
Redseer_Ear-It-All_Report Design 2_16022024_final.pdfSocial Samosa
 

Recently uploaded (17)

2024 Insights: Role of Social Media Marketing in Business Growth
2024 Insights: Role of Social Media Marketing in Business Growth2024 Insights: Role of Social Media Marketing in Business Growth
2024 Insights: Role of Social Media Marketing in Business Growth
 
Market segmentation: Segments of a market refer to distinct groups of consumers
Market segmentation:  Segments of a market refer to distinct groups of consumersMarket segmentation:  Segments of a market refer to distinct groups of consumers
Market segmentation: Segments of a market refer to distinct groups of consumers
 
Advertising and Sales Promotion concepts
Advertising and Sales Promotion  conceptsAdvertising and Sales Promotion  concepts
Advertising and Sales Promotion concepts
 
Snapshot of Consumer Behaviors of January 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of January 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of January 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of January 2024-EOLiSurvey (EN).pdf
 
How An Enterprise Digital PR Firm Earns 100’s Of Links In 30 Days
How An Enterprise Digital PR Firm Earns 100’s Of Links In 30 DaysHow An Enterprise Digital PR Firm Earns 100’s Of Links In 30 Days
How An Enterprise Digital PR Firm Earns 100’s Of Links In 30 Days
 
Advanced Search Engine Optimisation
Advanced Search Engine OptimisationAdvanced Search Engine Optimisation
Advanced Search Engine Optimisation
 
Advertising concepts , Importance and its Types
Advertising concepts , Importance and its TypesAdvertising concepts , Importance and its Types
Advertising concepts , Importance and its Types
 
Porter's Five Forces Analysis: Starbucks vs. Costa Coffee
Porter's Five Forces Analysis: Starbucks vs. Costa CoffeePorter's Five Forces Analysis: Starbucks vs. Costa Coffee
Porter's Five Forces Analysis: Starbucks vs. Costa Coffee
 
Advanced Web Analytics Certification Training
Advanced Web Analytics Certification TrainingAdvanced Web Analytics Certification Training
Advanced Web Analytics Certification Training
 
Advanced Pay Per Click (PPC)
Advanced Pay Per Click (PPC)Advanced Pay Per Click (PPC)
Advanced Pay Per Click (PPC)
 
Advanced Marketing Management Promotional Marketing for Bourbon Bowl
Advanced Marketing Management Promotional Marketing for Bourbon BowlAdvanced Marketing Management Promotional Marketing for Bourbon Bowl
Advanced Marketing Management Promotional Marketing for Bourbon Bowl
 
Advertising in Music Genre 2023 - TAM AdEx
Advertising in Music Genre 2023 - TAM AdExAdvertising in Music Genre 2023 - TAM AdEx
Advertising in Music Genre 2023 - TAM AdEx
 
Empowering In-house Content Projects with AI - Yagmur Simsek - Search Norwich 14
Empowering In-house Content Projects with AI - Yagmur Simsek - Search Norwich 14Empowering In-house Content Projects with AI - Yagmur Simsek - Search Norwich 14
Empowering In-house Content Projects with AI - Yagmur Simsek - Search Norwich 14
 
Mattress Topper King Size | Kushimattress
Mattress Topper King Size | KushimattressMattress Topper King Size | Kushimattress
Mattress Topper King Size | Kushimattress
 
The Resurgence of Direct Mail as a Growth Marketing Strategy
The Resurgence of Direct Mail as a Growth Marketing StrategyThe Resurgence of Direct Mail as a Growth Marketing Strategy
The Resurgence of Direct Mail as a Growth Marketing Strategy
 
ChatGPT : How to use ChatGPT and Get updated Prompts
ChatGPT : How to use ChatGPT and Get updated PromptsChatGPT : How to use ChatGPT and Get updated Prompts
ChatGPT : How to use ChatGPT and Get updated Prompts
 
Redseer_Ear-It-All_Report Design 2_16022024_final.pdf
Redseer_Ear-It-All_Report Design 2_16022024_final.pdfRedseer_Ear-It-All_Report Design 2_16022024_final.pdf
Redseer_Ear-It-All_Report Design 2_16022024_final.pdf
 

Dove - Marketing Plan

  • 2. + 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
  • 4. + 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..
  • 5. + 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.
  • 6. + 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.
  • 7. + 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
  • 8. + Market Summary: Dove building positive self-esteem and insipiring women to reach their full potential
  • 10. + Market Summary: Dove target market  Demographic  Male and Female 18-34 years old  High income groups  Upper middle class
  • 11. + Market Summary: Dove target market  Geographic: this paper will focus only in America
  • 12. + Market Summary: Dove target market  Behavior  Aware of their health both physically and emotionally  Friendly and outgoing
  • 13. + 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
  • 15. + 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
  • 16. + 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
  • 17. + SWOT Analysis: Dove strengths  Dove has strong media presence on facebook (almost 20 million likes),Twitter (more than 105,000 followers), etc
  • 18. + 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
  • 19. + 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
  • 20. + 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
  • 21. + 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
  • 22. + 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
  • 23. + SWOT Analysis: Dove weaknesses  Advertisement have been controversial among audience including issues of racism, nudity and hypocrisy
  • 24. + 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
  • 25. + 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
  • 26. + 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
  • 27. + 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
  • 28. + 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"
  • 31. + Product Offering: Dove  Beauty Bar and Body Wash  Deodorant  Hair  Lotion  Men+Care
  • 34. + Product Offering: Dove deodorant: clinical protection
  • 36. + Product Offering: Dove deodorant: body mist, roll on, and aerosol
  • 38. + Product Offering: Dove hair care: conditioner
  • 39. + Product Offering: Dove hair care: treatment and style+care
  • 42. + Key to Success: Dove  committed to building positive self-esteem and inspiring women to reach their full potential  strong brand image and protect it
  • 43. + 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.
  • 44. + 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.
  • 45. + 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.
  • 46. + Critical Issues: Dove  Preconceived notion that Dove is for older women.
  • 47. + Critical Issues: Dove  Dove's advertisements have been controversial among audience including issues of racism, nudity, and hypocrisy
  • 48. + 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.
  • 49. + 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.
  • 50. + Market Strategy: Dove marketing objective  Body Wash awareness  Male consumer awareness  Increasing Twitter activity  Environmental Initiatives awareness stimulation
  • 51. + 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
  • 52. + Market Strategy: Dove target market  Male and Female 18-34 years old  High income groups  Upper middle class
  • 53. + 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
  • 54. + 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
  • 55. + Marketing Mix: Dove products  antiperspirants/deodorants  body washes  beauty bars  lotions and moisturizers  hair care  facial care products
  • 56. + 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)
  • 58. + Marketing Mix: Dove promotion: advertisement media
  • 59. + Marketing Mix: Dove promotion: advertisement media
  • 60. + Marketing Mix: Dove promotion: television, radio, internet (video: Little Girl campaign, 2006)
  • 61. + Marketing Mix: Dove promotion: television, radio, internet (video: camera shy, 2013)
  • 62. + Marketing Mix: Dove promotion: television, radio, internet (video: real beauty sketches, 2013)
  • 63. + 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"
  • 64. + 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.”
  • 65. + 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
  • 66. + 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.
  • 67. + 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
  • 68. + Financial: Unilever turnover and underlying sales growth
  • 69. + Financial: Unilever turnover and underlying sales growth
  • 72. + Financial: Unilever research and development, advertising and promotions
  • 74. + 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
  • 77. + Control: Implementation panel discussion  American women in Radio and Television  E! Entertainment Television  Woodhull Institute for Ethical Leadership
  • 78. + Control: Implementation interview  Good Morning America  The Today Show  The Early Show  The Ellen DeGeneres Show  The View  The Oprah Show
  • 79. + 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.
  • 80. + 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.
  • 81. + 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
  • 82. + 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
  • 83. + 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.

Editor's Notes

  1. 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'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's demands and company profits.
  2. 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).