2. VIETNAM NATIONAL UNIVERSITY – HO CHI MINH CITY
INTERNATIONAL UNIVERSITY
SCHOOL OF BUSINESS
Group 9
Claudia Garcia Cachno
Nguyen My Linh
Dinh Pham Kieu My
Nguyen Tran Dieu Dang
Ta Khanh Linh
Tran Hoang My Linh
Lecturer: Dr.Trinh Viet Dung
3. I. BACKGROUND
1. History
2. Brand Portfolios
3. Brand Extensions Strategy
II. BRAND INVENTORY
1. Brand Elements
2. Pricing
3. Distribution
4. Marketing
III. BRAND EXPLORATORY
1. Brand association
2. Brand Resonance Pyramid
3. SWOT analysis
4. Competitors Analysis
5. Customer Analysis
IV. STRATEGIC RECOMMENDATION
1. Positioning
2. Brand mantra
V. TACTICAL RECOMMENDATIONS
VI. REFERENCES
4. HISTORY
The brand Dove® started running up in 1957 in The United States with their revolutionary
beauty bar for facial cleaning.
Even though the actual beginning of Dove as a brand was in the 1957, their origins go back to
the Second World War when the American army introduced moisturizing lotion on their soaps to
clean and assist the injured
Twelve years later, once the War was ended, the Lever Brothers using the same formula
revolutionized the female beauty market. Apparently same as the other soaps but the
incorporation of moisturizing lotion and the pH neutral had made the Dove’s soap a daily luxe.
That was the very beginning of the brand who takes a dove of peace as its logo and name.
The success was immediate in a few years it become one of the most popular brand of the world.
In the 90's Dove started its international expansion and in 2010 run up the male line, Dove men
care. Today, 60 years after its launch, Dove is selling around 130 products per seconds in 137
different countries around the world.
Brand identity Brand personality Market segmentation
The overall strategy of this
marketing campaign was to
invalidate the beauty myth and
simply claim that Dove brought
out the real and natural beauty
of a person. Ordinary women
and girls were used on ads,
interviewed about their self-
esteem, and in one case put
through a filmed beautification
process to show the artificial
transformation from plain to
glamorous.
-Feminity and mildness: the name
of the brand, the logo and even to
the tagline as well as the products,
everything about it is simple and
feminine.
-Self acceptance and confidence:
highlights the commitment to break
down stereotypes and enabling
women to celebrate real inner
beauty and beauty at every age.
Dove logo
-Logo of Dove is a perfect
representation of softness gentleness
and sophistication
-The image of dove or peace pigeon
symbolizes the purity and softness of
dove in its products
-In honor and memory of its original
use: serve the navy.
Dove segments the market on the
basis of:
- Demographic Segmentation. Under
this segmentation, Dove focuses on
Women of all age groups above 18,
who use beauty products, who are
well aware about beauty and care for
their skin and women who have high
purchasing power and belong to upper
middle class.
- Psychographic segmentation: Dove
aims to create a psychology in women
where ‘beauty’ incorporates all ages,
body shapes and sizes. ‘You are
beautiful the way you are’ is the
message Dove promotes and wants
every woman to believe.
5. Dove Product Portfolio includes Beauty Bar and Body Bar
Dove has been enlarging their number line of products including Body wash and Beauty bar, skincare,
Antiperspirant Deodorants, Hair Care, Dove Collection.
In addition, Dove has well done in enlarging their products including 5 variants (Dove for Women) Related to their
campaign’s message that is women must be beautiful in someway. Dove products are invented to revolute women’s
standard of beauty so definitely whenever they launched new product, they would get the strongly purchasable
ability. This inspiration of customer will belong to their Dove products.
BRAND PORTFOLIOS
BRAND EXTENSION STRATEGIES
Line Extension
Originating with clearing cream for female only, Dove has extended line into body wash, shampoo, antiperspirants,
deodorant, etc. Not only for women, it also provides for men and baby named Dove Men+Care and Dove Baby
respectively. Each line extension targets on fixable segmentation that boosts the company make more, sell more and
enhance their position.
Since Dove launched the first products, Dove for women was become the original of Dove brand which consists
almost half of variants of Dove. As the dominating of number variant, Dove for women brand is leading the movement
and operation of Dove brand. Also it is kind of pedal to branding Baby Dove and Dove Men+Care.
Appeared in 2007, Dove inaugurated Baby Dove that belongs with the significance means “ Real mother help”. Vice
President of Skin Cleansing for Dove named Nick Soukas Said “Baby Dove wants to help build parents’ confidence
and encourage them to trust their way when it comes to doing what they think is best for their baby and
themselves”. With that engagement, Dove succeed in building the new range of baby care products that
goes beyond mildness to help replenish essential moisture and nutrients in baby’s skin.
In 2010 Dove ventured to entered the men care market which is the trendy of men beauty care in some countries like
UK, US that time. Dove Men+Care quickly became one of fastest growing men’s groom. Launching Dove Men+ Care
help Dove innovate their portfolio strategy and customer insights.
A lot of achievement of extending variety of segments resulted the strongly aggressive global brand
that presents in over 80 countries. It’s continuously expected to be leading the beauty care market.
6. As the most of brand closing with women customers, Dove is branding their name to be a symbol of
cleanliness, purity and innocence which gives the customer the ability to aware Dove as a pioneer
innovate their awareness about the beauty in themselves. The success of those strategies helped them a
lot in building up the brand name and enlarging product also.
Brand
Element
As the original of women beauty industry, Dove is named as a dominating in
the number of diverse products for non-gender in beauty care industry nowadays.
The more success of Dove feminine branding, the more customer favors the products.
Dove has well done with building the brand portfolio and brand image as well.
Pricing
Strategy
Dove multi- variant including: Body wash and Beauty Bar; Skin Care; Antiperspirant Deodorants; Hair
Care; Dove Collection. Those are all of Dove products which are expected continually go on ensuring
the quality of all resources,technologies, experiences and image as well as those things have been
building for all period exiting.
As a premium product in the beauty care market, Dove has worked on a well-
integrated pricing strategy for all products by keeping its pricing policy reasonable
as high as quality indicators. Dove products are priced a bit higher compared to
others competitors, but it has created a strong corporate customer that came from the
successful community policies. Borrow the Women image, Dove has built high-end product which most
women are willing to pay a few extra bucks on personal care products that exposes the way they love
themselves.
Depending the living cost of each country, Dove tried to mortify pricing policy as well-integrated price
as their effort. Generally, Most Dove good just costs around $1.5-6$ and reach the highest price which
is around $15-$20.
DistributionDove tends to use its advertising and
campaigns to convince the customers
who are the middle and upper class. Focus on enhancing the
distribution channels to minimize extra fee of the retailers. Dove
follows the chart process:
This chart illustrates that The HUL’s product would be divided
into CSD Canteens, Retail Outlets and Modern Trade through
C&F(cost and freight) and almost 2500 redistribution stockists
which is management of operation between the stockiest and retailer
Major types of store retailers:
• Department stores
• Supermarkets
• Convenience stores
• Kiosks
• Chemists
• Superstore
Tills now, Dove has offered various services to each of its channel
partner and its achievement is 2,000 suppliers and 2000 distributors
serve 37 factories reaching 6.3 million outlets. Amazon, Alibaba,
eBay, and other e-commerce companies are the essential partners
dramatically helping Dove boost their revenues and get rid of the vast
inventory goods in some situations.
7. Marketing
Advertising
Different from common brands, Dove
are trying to enlarge their campaigns
to female customers by the meaning
massages inspiring women to be own
their sense of beauty and does sponsor
some events. Typically, Dove has done
the Real Beauty campaign since 2000,
and Self-Esteem since 2002, those are
focused predominately on spreading
out the story about brand’s
responsibility to carry a tangible,
measurable results.
Dove also runs advertisements on
various media channels as TV,
Magazines, Newspapers, Facebook,
Twitter etc, but they might not
overusing supermodel as ambassador
what competitors are doing on.
Actually, Dove has been attempting
showing beauty in ordinary people
and build buddy relationship with
women staying all corner of the earth.
Dove was able to create multiple Social
Media profiles to communicate with
their customer through Dove Facebook,
Instagram, Twitter, Google+ and
YouTube…to closer with customer,
also expanded their events, campaigns,
messages widely.
Social Activities
The most successful campaign
names Real Beauty 2007. Its
message was that women’s unique
differences should be celebrated.
Dove works on expanding the key
message through a various
communication channels, which
involve TV commercials, magazine
spreads, talk shows, and a worldwide
conversation. Along with social
psychological perspective, this
event is attempting to build the
relationship to customers by
connecting with a sense of the
appearance and self-confidence.
Typically, there are some meaningful
activities:
- “Dove Self-Esteem Project”: With
the joining of more than 625,000
teachers and more than 1.5 million
parents. They have already helped
40 million young people in 138
countries develop and increase body
confidence and self-esteem
themselves. But we won’t stop there.
They expect to reach 20 million
more by 2020.
- “ My Beauty My Say” is a kind of
workshop to share their stories of
how they to be beauty, how their
view of beauty they think is, etc. All
of things to help people open their
mind by communicating with Dove
and sharing your amazing stories as
well.
Sponsorship
Dove already has a lot of both
official and event sponsor partners
who willingly belong to Dove
campaigns all time. There are some
durable sponsor companies:
-All Walks Beyond the Catwalk:
co-produced the first Body
Confidence Awards from parliament
in 2011
-Bare Minerals: The inspiring Be
Real Campaign, they also hosted the
first Free Be Real Panel event in
London on 1st September 2015 and
supported the third Be Real
campaign.
-The Government Equalities
Office supports the Be Real
Campaign to help young people
beyond the effects of low body
image, so they are willing to join
Dove Real Beauty campaign as a
loyal partner.
-N Brown Group PLC relates to
Be Real campaign to inspire women
to make them feel more comfortable
and confident in shopping for
fashion for AW14 and beyond.
-At New Look promotes a healthy
and positive thinking about people
look as a sponsor companies with
Real Campaign.
8. Marketing
Current Marketing Campaigns
Through 13 years of marketing campaign centered on body image and self-esteem in it commercials. At all times,
Dove has developed the same marketing projects for all its products. This is attentive to enlarge the definition of
revolution of beauty standard for all women, such as “Real Beauty”, “Fat or Fab”, “ad makeover”, etc, those had
been extremely well done and helped Dove largely attributed to its brand building which attempts to create
empowering women. Typically, in 2010, Dove got 45% of population of UK buying Dove product and more than
10 million women using Dove per week as well.
Here are some recent campaigns of Dove:
“Choose
Beautiful”
2015
“My beauty
My say”
2016
This campaign has reviewed more than 6,400 women in
20 countries by giving them the choices walking through
“Beautiful” door or “Average” door. For 96% women not
judging themselves beautiful but 80% believed every woman
having own their beauty. That’s way of success of “choose beautiful “campaign,
“Dove wanted to inspire women to seize the opportunity to choose what makes
us feel beautiful everyday — because when we do, it unlocks confidence and happiness.”
With 10,500 women in 13 countries joining the interview created own their
beauty to make woman more confident even who they are, how they
look, how old you are through compassion stories of awesome
women. “They said… Only skinny girls can dress well. I said…
I’m going to wear whatever makes me feel good.” Is the message would
be conveying via this activity.
Till the current ad showing a black woman turning herself white after using Dove’s lotion was exposed on
October 2017, this would be an obviously serious mistake is history of dove marketing program. A lot negative
consequence of racial discrimination against indicated through that video. Even sincerely apologizing,
Reinstatement of Dove image properly costs a long time attempting to continuous on promotional tools. Poster
campaign, Banners, flyers, Advertisement in new papers & magazines, E-mails and Direct marketing are all of
tools would be using to engrave the brand awareness and information promotion as well as the brand’s vision and
messages to customer’s knowledge.
9. Brand association
Dove has certainly earned positive customer feeling
towards its brand image since the “Real Beauty
Campaign” kick-started in the 1960s leveraging the
wave of feminism in the United State. The “Real
Beauty campaign” remains in Dove’s branding
strategy on to this day, helping Dove achieve one of
the most valuable positioning in the market.
An online survey reveals that while only 17% of
customers chose Dove at the store, 71% of these first
-time customers remain consistent with their choice
of brand for return visits. Dove is positively
associated with being “women empowering”, “social
responsible” and “innovative” while its products are
tagged to give out “healthier look”, “soft/smooth”,
“fresh” and “great scene/smell”. In the other hand,
Dove also receives questions for the connection
between the ads and the products, doubts for its
sincerity towards “real beauty”, and hence, there is
also criticism for the brand’s hypocrisy with the
marketing campaigns.
According to the Cone Millennial Cause Study, 79%
indicate they’re likely to purchase a product from a
company they consider socially responsible. To this
aspect, Dove’s persistence to its long-term strategy
has certainly paid off when their campaigns ignited
debate about women’s beauty and self-esteem all
over the world. The way Dove pursuits their message
sometimes is (intendedly) controversial but still
generally successful. This fact has brilliantly made
Dove more intimate to women empowerment than
any other beauty brands by portraying both paths
equally challenging and inspiring.
While Dove seems to stand out and be welcomed by
worldwide women, the group of youth remains a segment
the brand has yet to communicate effectively with. In Dove
Global Beauty and Confidence Report, 67% of girls (from
13 different countries) are negatively affected with low self
-esteem and pressure of unrealistic advertised physical
appearance.
Brand Resonance Pyramid
Worldwiderecognizable:
Largebeautycarebrand
Originalproducts
Popularforan�-
dryingformula:¼
moisturizing
cream/oil/solu�on
TrueImage
“Realand
ordinary”beauty
withrealwomen
images.Feminine.
Authen�cityand
humanity.
Qualityanddifferent
Goodproducts.Social
responsible,crea�ve,
respec�ul.
Empowering
Self-loveand
innova�ve,modern.
Feelingofhappiness
Inspira�on
Highloyaltyanda�achment.
Consistencepurchase.
Redefining“beauty”.
Dove’s Brand Resonance Pyramid shows a stronger right-
side and a consistence strength from bottom up. The brand
achieves huge success in attaching and conveying emotions
and feelings to the brand, especially about self-esteem for
women, hence leading to tight connection with customers,
loyalty and consistent purchase intension for its products.
Dove focuses on one highlight of its beauty care products –
moisturizing, and in general, Dove’s moisturizing attributes
can meet customer satisfaction. However, the brand should
go beyond to balance two sides of the pyramid to reach
higher loyalty and affiliation.
10. SWOT analysis
Strength
With the right message, Dove’s marketing
campaign successfully created the buzz in
the market with simple ads cost less than their
competitors’ spending in advertising. Strong
brand image together with mass resource from
Unilever put Dove at great place to be in the market.
Weakness
Dealing with certain critics for the authenticity lying
in Dove’s “real women, real beauty” campaign, Dove
loses points from customers, especially when Dove’s
close relative – HUL’s Axe – promotes a complete
opposite view on women. Moreover, high class women
associate Dove as products for “average, non-ideal
women” without the ability to enhance their appearance
– causing Dove to lose a valuable group. Marketing
campaign aside, selection of target market and pricing
strategy limit Dove’s reach: price-sensitive consumers
and non-metro citizens are not in favor of Dove.
Opportunity
Conscious for beauty care is raising in both men and
women as the effect of advertising communication.
Women are growing demands for natural products and
more and more women favors brand that conveys positive
meaning and feminism. Dove can easily cover these
market with its products. In addition, teenagers and
young adults’ familiarity with beauty products are also a
great opportunity for Dove to continue exploring.
Threat
Dove’s most differentiable asset – “real women” – is
being copied by competitors demanding Dove to think-
ahead for solution for time the brand would completely
lose this asset. Lastly, even though the brand image is
strong, the product is in a much less stable spot since
customers can easily substitute Dove with specialized
product in cleaning (soap) and smoothening (cream).
• Distinctive product design: soap and cream
formula for cleaning and smoothening
• Embracing “real and natural beauty” in
campaigns – creating positive image
• Cost effective marketing – without using
celebrities
• Access to HUL’s resource and
distribution channel in more than
80 markets
• High market share
• High price limiting target consumer base
• Brand image blocking chances to promote
certain products
• HUL’s portfolio damaging Dove’s
authenticity and credibility
• Critics and doubts on Dove’ “real beauty”
campaign
• Association with “average women”
• Trend and support for natural
beauty and feminism worldwide
• Increased men awareness for
beauty care product
• Expansion of target market – increase in
living standard and income
• Intense competition in FMCG markets
• Popularity of substitute products
• Copied-marketing campaigns from
competitors – losing differentiate
11. Competitors Analysis
Nivea.
Founded in 1882 by pharmacist Paul
Carl Beiersdorf, Nivea eventually becomes
the most famous skin care brand in the world.
In the 1970s, due to advances in technology
and changes in consumer demand, Nivea began to
spread its wings. This expansion of the product Perceptual map:
portfolio makes the brand become what it is today:
a popular brand with an all-inclusive range of skin
care products. However, Nivea Crème still remains
the signature product, the range now includes a wide
portfolio of products addressing different and complex
skincare needs. Nivea has developed high levels of trust
from consumers for superior quality and reliability.
Olay.
Olay brand has spread its wings since its
humble beginnings in the South African
home of chemist Graham Wulff in the
1950s. Currently, Olay is globally
recognized as a skin care giant, one of P&G’s
multibillion-dollar brands. There are four core ranges:
Definity (reducing the appearance of skin discoloration,
age spots and lines and wrinkles); Total Effects
(reducing seven aging effects including brightening,
hydrating and evening out skin tone); Complete
(enhancing skin including intensive moisturizing);
and Regenerist (recovering youth on skin without
drastic measures).
Olay is well known for its anti-aging products. Since it
belongs to Procter & Gamble, Olay utilizes the strong
distribution network to reach consumers efficiently.
L'Occitane en Provence.
L’Occitane’s values focus on authenticity, respect and sensoriality. For authenticity, each
product has a true story. Behind each bottle, the traceable origin, producers and techniques
from the traditions of Provence are written on it. The brand also shows its respect for the
environment by limiting the environmental impact of its actions and products. Each
product of L’Occitane offers sensibility to beauty users wonderful moment of well-being and sensory
delight. L’Occitane is a high brand and therefore the price points are high for consumers with large
disposable income. It claims itself as the brand that “produces genuine care and natural fragrances”.
Its customer target is very wide as it includes young and older women.
Customer Analysis
Beauty lovers can pick up popular trends from anywhere across the world and follow it thanks to the rise of
social media. With this rising demand to stay updated, it is essential for firms to come up with innovative
products that satisfy such customers. Google Beauty Report gives us insight into customer behavior by
compiling top searches. Currently, we have observed different and sometimes odd beauty trends, such as the
Korean 10-step skin care routine, vegan beauty, bath bombs or advanced masks.
Beauty brands have been promising that their creams and lotions will work miracles for decades. But now
women are no longer buying it. A recent survey found that 24% of women often don’t get the results they want
from those products and almost a third reported that they have many bottles of partially used products in their
make-up drawers. According to a Forbes’s article earlier this year, they listed the key trends are expected to
drive the skincare segment in 2017 in which most of them are facial skin care trends and innovative skin care
solutions including probiotic skincare, superfood, ingestible beauty products.
12. Positioning
In this perceptual map, Dove is perceived as Personal Care brand generally diversified themself into different
range of products for women, baby and men, such as: shampoo, deodorant, body lotion and so on. In addtition,
the brand has positioned itself as “ high quality but affordable price. Thanks to the effective added- value pricing
srategy, Dove has sucessfully distincted itself with relative higher price than those of its competiors, such as
Nivea in the masstige segmentation. Thus, it makes customer associate Dove as premium products and tend to
pay more money for using its personal care products line to enhance their beauty.
Brand Mantra
Points- of- Parity Points- of- Difference
• Wide range of moisturizing products
• High qualilty and realiable products
• Well-known brand name
• Pure, soft and femine iconic logo
• Rich heritage is based on
moisturization
• Dove’s iconic Beauty Bar is the first
Demotologist Recommended brand
in the US, Canada and France, and
strongly endorsed by Demotologist
across the world
• Developing a range of products
based on “Real care” premise
• Femine, premium, self-confident and
authentic image with “real women”
as features in Dove’s campaign
• Strongly emotional connections with
women
• Emphasizing on the real and natural
beauty with “real beauty” campaign
13. Point- of – Parity:
Dove has shared some similar attributes with in Personal care industry. They are all popular brand name which
deliver high -quality and realiable in their wide range of moisturizing products.
Points- of- Difference:
-Dove has differentiated themself from their competitors in several ways. First, the iconic logo- represents softness,
pureness and feminine. Second, with the rich heritage based on “moisturization”, Dove has successfully build their
brand from Beauty bars to the most popular brand in global.
-Dove is the brand focus on the “Real beauty”. Thus, not only encourage every woman celebrate and enjoy their real,
natural beauty without concerning about beauty standard bias about the height, shape, size and color, but Dove also
empower every girl and young women to live their life more confident. In addition, Dove has successfully built
strong connections with every woman by:
• Instead of heavy promotions, Dove’s website with simple and aesthetic featured image, highly interacts
with viewer via different stories sharing by real, regular women about their inspire life to gains viewer sympathy
and drive them to share their story and define their own “real beauty” definition on social network.
• In addition, with regular and “real women” featured in their campaigns, Dove has successfully delivered
familiar images and feelings, creating emotional touch with their customers.
Brand mantra
Emotional modifier Descriptive Modifier Brand function
Authentic Real beauty Real care
Dove has successfully build their brand name in global via the famous Real beauty and Self-esteem campaigns
featuring by “Real women”. Thus, Dove’s campaigns have delivered strongly authentic emotional values to every
women. It also successfully redefined “real beauty” definition in over the world. With Dove effective marketing
effort, thousand women are inspired to feel good, confident in their internal beauty without self-criticism, also
encouraged them to build positive relationship with their beauty. In addition, to empower women beauty, Dove
provide a wide range of product with the trully care they need. So, a brand mantra that captures these ideas might
be “Authentic, Real beauty, Real care”
14. Release more innovative campaign associating with
the Real Beauty With the presence of plenty brands in
personal care sector, it is not easy to build an outstanding
association toward customers’ mind. When they all target
to women and communicate themselves as product to
make women prettier, hence, the brand awareness of all
the brands is almost similar. For over 60 years, Dove have
successfully created a distinct image among customers.
Dove engaged itself as a brand for the Real Beauty and
Self-esteem of all women in the world. That makes this
brand high on salience and imagery. Even though some
other brands make the True beauty concept less unique
by trying to copy that of Dove, Dove should continuously
project itself as the pioneer and as a brand that listen to
common women. In the meanwhile, Dove need to evolve
that Real Beauty notion by continuously launching new
innovative campaigns with purpose to raise the confidence,
self-esteem of women. We are living in an era of change,
and the upcoming generation wants to see fresh ideas and
change. Hence, Dove must find way to keep their message
modern as time passes to maximize the effectiveness of
the communication strategy. Moreover, Dove must stay
up to date with and capitalize on cultural and market
trend to target to the issues which are important to women.
Standardize the big idea and adapt appropriately to
local market
Dove is a global brand with the fame of Real beauty
concept. When operate worldwide, it is necessary to
maintain the consistency in marketing communication
while still suitable with local market. Dove should have
this advertising strategy entails local adaptation of the
universal core idea (which is the true beauty concept),
so that it can resonate in every single market while
maintaining global brand consistency.
Be careful in using women image in advertising
Nothing is perfect, and so do Dove marketing campaign.
Dove “Real beauty” campaigns have faced with many
critics and doubts. Using women image in any
marketing campaigns always contents risky. Critics of
the campaign have argued that Dove’s campaign is
disingenuous as it features too many traditionally
attractive white women. Besides, Dove used to make
a very serious mistake when it had ad showing black
woman turning into white one after using Dove’s lotion.
Obviously, with that ad, the brand would be accused
of racism and face PR disaster over the online
advertising campaign. With some social media users
calling for a boycott of Dove products, the brand had
to take quick action by saying apology on Twitter.
It raises an alert for Dove that they have using women
image carefully. As all the ads targeting to women
receive a lot of attention and even controversy, such
mistake as missing the mark in representing women
of color or aging or origin thoughtfully is unacceptable.
When it comes to beauty advertising, Dove ought to
highly commit itself with the beauty of diversity in
every advertising. In addition, developing a better
internal process for creating and approving content
can help to prevent Dove making this type of mistake
in the future.
Cope with contradictory vibes by strengthening
“authenticity” Many have argued that Dove
motivates women to celebrate who they truly are but
actually relies on its customers' desires to beautify
themselves to sell a range of product. To avoid those
misconception, Dove should back up their commitment
by providing transparent information, and more
opportunities for involving rather than merely
marketing message. It could make Real beauty
something real. As a brand supports for women self-
esteem and empowerment, the best way to do that is
to initiate, encourage and amplify causes that relate to
the business’s mission.
15. Become activists for promoting a fairer, more balanced
approach to women in the workplace at Dove,
Unilever as well as the world at large. Contribute
more in activities to support women’s causes, to
educate women about self-esteem, to develop
innovative means of reacting sincerely to meet
women’s needs, etc. Those are some key ways to
build the authenticity to earn faith and create long-
term relationship with customers. By using proper
public relation to support for a mission for a greater
good of humanity, the purchasing power then would
follow based on that. It should elevate the marketing
to become the operational guide for Dove’s business
to make consumer, whenever they purchase Dove
products, will think about positive image and
consequently feel good inside.
Listen to audiences by taking advantage of social
media for better marketing strategy
As social media marketing now become significant
part of daily life, Dove should carry on using social
media to communicate with and respond to their
customers. Customers nowadays are not only looking
at the feature of product, but are also seek for the
review and discussion on social media. Frequently
interact with audiences online to find out what they
are talking about (advertising, packaging, quality,
price, etc.) in order to have a quick adaptation to fit
with the need of customers. Social media can also
help Dove marketing to plan and implement its
beauty campaigns. Intensively updating “real beauty”
inspired message/activities on social media can help
Dove reach more women worldwide easier. What
Dove need to do is to keep creating an extremely
positive social media presence by focusing on real,
inner, beauty. Using different forms of social media
would be useful for counteract the negativity that
young women are usually exposed to so that it could
complete its mission as create a world where all
women feel confident in their beauty. This generates
brand loyalty and encourages people to market the
products amongst friends and family; growing the
Dove using population at a low cost to the company.
REFERENCES
• Trefis Team (2016). Here's Why The Personal Care Segment Is A Key Growth Driver
For Unilever. Retrieved from:
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