1. Marketing Management

2. Introduction
• Dove is a personal care brand owned by
Unilever, a multinational corporation that
owns more than 400 brands mostly selling
either food and beverages or toiletries.
• Dove is sold in more than 35 countries and is
used by both men and women.

4. Products
• Dove offers anti-perspirants, deodorants, body
washes, soap bars, moisturizers, and hair and
skin care products.
• Dove is formulated to be pH neutral, with a pH
between 6.5 and 7.5.

6. Product Levels
• Core Benefit
Dove offers consumers products for self
grooming.

7. Product Levels
• Actual Product Dove Beauty Moisture Body Wash
• Features – ¼ moisturizing milk
• Style and Design – Bottle is in a
water droplet shape
• Packaging – No exterior
packaging
• Quality – Dermatologist-
recommended
• Brand Name – Dove Beauty
Moisture

8. Product Levels
• Augmented Product
The Unilever websites provide product
specifications.

10. Product Classification
• Dove is a consumer product.
• Dove is a shopping product as it competes on
quality, style and price with other brands such
as Neutrogena and Lux.

11. Pricing
• Competition-based Pricing
Dove Damage Therapy Shampoo (700 ML) cost
$11.70 versus Pantene Shampoo (700 ML)
cost $10.90 in NTUC Fairprice.
• Product Line Pricing
Dove Beauty Moisture Body Wash (1 L) cost
$9.75 versus Dove Firming Moisture Body
Wash (1 L) cost $10.70 in NTUC Fairprice.

12. Pricing
• Product Bundle Pricing
Dove charges $7.50 for a bottle of Dove Beauty
Moisture Body Wash and $13.90 for a bundle
of 2 bottles at CK Departmental Store.
• Cash Discount Pricing
Dove Beauty Moisture Body Wash cost $7.95
when on offer versus $9.75 usually in NTUC
Fairprice.

13. Marketing Channels
• Dove uses indirect marketing channel.
• Sold at supermarkets e.g. NTUC Fairprice and
Cold Storage.
Manufacturer Retailer Consumer

14. No. of Intermediaries
• Dove uses intensive distribution.
• E.g. Dove is sold at many places from hyper
marts e.g. Giant, Carrefour to supermarkets
e.g. NTUC Fairprice to drugstores e.g.
Watsons, Guardian’s.

15. Promotion
• Dove uses TV, print and internet
advertising, and public relations.
• An example would be the Dove Campaign.

16. Dove Campaign for Real Beauty
• Worldwide marketing campaign launched in
2004 that includes
advertisements, commercials, workshops, sle
epover events, a book and a play (drama).
• Celebrate different body shapes of women
• Build women’s self-esteem
• Used everyday women in campaign

22. Dove Self-Esteem Fund
• Dove initiated the Dove Self-Esteem Fund in
2006 as part of the campaign.
• Change the stereotypical perception of beauty
• Help girls develop positive self-esteem and a
healthy body image
• In Singapore, Unilever Singapore Pte Ltd works
together with the SingHealth Foundation to
raise funds for the Singapore General Hospital
Eating Disorder Awareness Programme.

23. Dove Self-Esteem Fund
• Dove created a series of highly-successful
videos.
Example: Evolution video
• Won numerous awards
including two Cannes
Lions Grand Prix awards
and an Epica D'Or.

24. Critique
• Unilever also produces Fair and Lovely, a skin-
lightening product targeted at dark-skinned
women in several countries.

25. Critique
• Another Unilever brand, Lynx, uses models as
a staple of its advertising.

26. Critique
• Unilever also produces Axe brand of
deodorants, which uses "idealized" female
stereotypes to market products towards
young men.
• Make Dove Campaign for Real Beauty seem
highly hypocritical in contrast.

27. Marketing Concept
• Dove uses societal marketing concept where
they educate girls and women on what a
healthy perception of body image should be
and increase their self-esteem.
• They focus on human welfare in addition to
consumer’s demands and company profits.

28. Social Benefits
• Dove builds a community through events e.g.
the Dove Sleepover for Self-Esteem and
workshops e.g. on eating disorders, and also
through social media such as Facebook and
Twitter.

30. Structural Benefits
• On the Dove website, they have a community
of blogs and forums for consumers to discuss
about anything from grooming to lifestyle.
• The website offers games and quizzes to
teenage girls that not only entertain
them, but also educate them on the
delusional media portrayal of women.

31. Market Segmentation
• Geographic Segmentation
E.g. Dove sells a made-for-men range in the
US, but not in Singapore.
• Demographic Segmentation
E.g. Men+Care is a range of cleansing products
specially formulated to fight skin dryness and
offer the refreshing clean that men want.

33. Target Market Strategy
• Dove uses a differentiated strategy where a
separate marketing mix is offered to each
segment.
• E.g. Dove Men+Care versus original Dove
product line.

34. Conclusion
• Successful in positioning itself as a brand with a
conscience
• Self-Esteem Fund offered free publicity in
charities they worked with
• Continuous innovation important as societal
marketing easily imitated by competitors
• Ensure consistent product quality due to higher
expectations
• Unified advertising globally will save cost, making
campaign sustainable in long run

35. The End