Marketing Plan - Dove

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DOVE
Marketing Plan
Carrine Kezia Aulia | 102183022

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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

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Introduction: Unilever

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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..

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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.

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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.

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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

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Market Summary: Dove
building positive self-esteem and insipiring women to reach their full potential

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Market Summary: Dove
Societal
marketing
concept
Educate girls
and women
Healthy
perception
&
Self Esteem

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Market Summary: Dove
target market
 Demographic
 Male and Female 18-34 years old
 High income groups
 Upper middle class

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Market Summary: Dove
target market
 Geographic: this paper will focus only in America

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Market Summary: Dove
target market
 Behavior
 Aware of their health both physically and emotionally
 Friendly and outgoing

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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

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Market Summary: Dove
market growth

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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

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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

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SWOT Analysis: Dove
strengths
 Dove has strong media presence on facebook
(almost 20 million likes), Twitter (more than 105,000 followers), etc

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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

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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

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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

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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

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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

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SWOT Analysis: Dove
weaknesses
 Advertisement have been controversial among audience including
issues of racism, nudity and hypocrisy

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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

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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

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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

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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

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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"

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Competition: Dove

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Competition: Dove

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Product Offering: Dove
 Beauty Bar and Body Wash
 Deodorant
 Hair
 Lotion
 Men+Care

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Product Offering: Dove
beauty bar

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Product Offering: Dove
body wash

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Product Offering: Dove
deodorant: clinical protection

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Product Offering: Dove
deodorant: solid

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Product Offering: Dove
deodorant: body mist, roll on, and aerosol

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Product Offering: Dove
hair care: shampoo

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Product Offering: Dove
hair care: conditioner

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Product Offering: Dove
hair care: treatment and style+care

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Product Offering: Dove
lotion

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Product Offering: Dove
men+care

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Key to Success: Dove
 committed to building positive self-esteem and inspiring women
to reach their full
potential
 strong brand image
and protect it

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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.

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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.

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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.

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Critical Issues: Dove
 Preconceived notion that Dove is for older women.

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Critical Issues: Dove
 Dove's advertisements have been controversial among
audience including issues of racism, nudity, and hypocrisy

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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.

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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.

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Market Strategy: Dove
marketing objective
 Body Wash awareness
 Male consumer awareness
 Increasing Twitter activity
 Environmental Initiatives awareness stimulation

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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

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Market Strategy: Dove
target market
 Male and Female 18-34 years old
 High income groups
 Upper middle class

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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

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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

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Marketing Mix: Dove
products
 antiperspirants/deodorants
 body washes
 beauty bars
 lotions and moisturizers
 hair care
 facial care products

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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)

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Marketing Mix: Dove
place

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Marketing Mix: Dove
promotion: advertisement media

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Marketing Mix: Dove
promotion: advertisement media

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Marketing Mix: Dove
promotion: television, radio, internet
(video: Little Girl campaign, 2006)

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Marketing Mix: Dove
promotion: television, radio, internet
(video: camera shy, 2013)

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Marketing Mix: Dove
promotion: television, radio, internet
(video: real beauty sketches, 2013)

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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"

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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.”

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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

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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.

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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

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Financial: Unilever
turnover and underlying sales growth

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Financial: Unilever
turnover and underlying sales growth

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Financial: Unilever
operating profit

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Financial: Unilever
operating profit

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Financial: Unilever
research and development, advertising and promotions

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Control: Implementation
advertising
October 2004

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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

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Control: Implementation
websites
 www.campaignforrealbeauty.com
 www.dove.com

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Control: Implementation
billboards

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Control: Implementation
panel discussion
 American women in Radio and Television
 E! Entertainment Television
 Woodhull Institute for Ethical Leadership

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Control: Implementation
interview
 Good Morning America
 The Today Show
 The Early Show
 The Ellen DeGeneres Show
 The View
 The Oprah Show

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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.

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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.

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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

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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

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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.

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THANK YOU