dove - marketing plan
DESCRIPTION
-TRANSCRIPT
+
DOVEMarketing 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
LiptonBen & Jerry’s
KnorrUnilever food
solutionsBecel, Flora
Wall’sBertolli
Hellmann’s AmoraBlue Band, Rama
OmoComfort
DomestosSunlight
CIFSurf
DoveSimple
Signal, Close UpSunsilkClearAxe
LifebuoyLux
VaselinePond’setc..
+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 recommended 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: Dovetarget market
Demographic
Male and Female 18-34 years old
High income groups
Upper middle class
+Market Summary: Dovetarget market
Geographic: this paper will focus only in America
+Market Summary: Dovetarget market
Behavior Aware of their health both physically and emotionally Friendly and outgoing
+Market Summary: Dovemarket 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: Dovemarket growth
+SWOT Analysis: Dovestrengths
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: Dovestrengths
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: Dovestrengths
Dove has strong media presence on facebook
(almost 20 million likes), Twitter (more than 105,000 followers), etc
+SWOT Analysis: Dovestrengths
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: Dovestrengths
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: Dovestrengths
"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: Doveweaknesses
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: Doveweaknesses
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: Doveweaknesses
Advertisement have been controversial among audience including
issues of racism, nudity and hypocrisy
+SWOT Analysis: Doveopportunity
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: Doveopportunity
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: Dovethreats
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: Dovethreats
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: Dovethreats
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: Dovebeauty bar
+Product Offering: Dovebody wash
+Product Offering: Dovedeodorant: clinical protection
+Product Offering: Dovedeodorant: solid
+Product Offering: Dovedeodorant: body mist, roll on, and aerosol
+Product Offering: Dovehair care: shampoo
+Product Offering: Dovehair care: conditioner
+Product Offering: Dovehair care: treatment and style+care
+Product Offering: Dovelotion
+Product Offering: Dovemen+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: Dovemission
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: Dovemarketing objective
Body Wash awareness
Male consumer awareness
Increasing Twitter activity
Environmental Initiatives awareness stimulation
+Market Strategy: Dovefinancial 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: Dovetarget market
Male and Female 18-34 years old
High income groups
Upper middle class
+Market Strategy: Dovepositioning
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: Dovestrategies
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: Doveproducts
antiperspirants/deodorants
body washes
beauty bars
lotions and moisturizers
hair care
facial care products
+Marketing Mix: Doveprice
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: Doveplace
+Marketing Mix: Dovepromotion: advertisement media
+Marketing Mix: Dovepromotion: advertisement media
+Marketing Mix: Dovepromotion: television, radio, internet
(video: Little Girl campaign, 2006)
+Marketing Mix: Dovepromotion: television, radio, internet
(video: camera shy, 2013)
+Marketing Mix: Dovepromotion: television, radio, internet
(video: real beauty sketches, 2013)
+Market Research: DoveUS, Britain, and Canada
2% of these woman describe themselves as beautiful
About 3/4 of them rate their beauty as "average"
+Market Research: DoveUS, 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: DoveUS, 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: DoveUS, 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: DoveUS, 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: Unileverturnover and underlying sales growth
+Financial: Unileverturnover and underlying sales growth
+Financial: Unileveroperating profit
+Financial: Unileveroperating profit
+Financial: Unileverresearch and development, advertising and promotions
+Control: Implementationadvertising
October 2004
+Control: Implementationtv 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: Implementationwebsites
www.campaignforrealbeauty.com
www.dove.com
+Control: Implementationbillboards
+Control: Implementationpanel discussion
American women in Radio and Television
E! Entertainment Television
Woodhull Institute for Ethical Leadership
+Control: Implementationinterview
Good Morning America
The Today Show
The Early Show
The Ellen DeGeneres Show
The View
The Oprah Show
+Control: Implementationthe 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: Implementationprograms
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 Planningprograms
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