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Dove Real Marketing Plan
Edan Qianon 6 June 2013
Transcript of Dove Real Marketing Plan
Kimberly Chin, Brooke McKinnon
Edan Qian Dove is a beauty and personal care brand owned by Unilever, a United Kingdom based multinational consumer goods company that owns
“more than 400 brands focused on health and well being." Company Overview Market Situation Dove Real Due to the growth of the beauty and personal care industry and consumer need for organic products we think Dove would greatly benefit from the new natural Dove Real Line In Conclusion... Mission: Agenda Company Overview
Q&A "Dove is committed to helping all women realize their personal beauty potential by creating products that deliver real care. Dove believes that beauty should be for everyone, because when you look and feel your best, you feel better about yourself." Dove's Product Lines Consist of:
Men+Care Marketing Plan Implementation Target Market Eco-conscious females ages 18-60 The young adult generation that cares about environmental sustainability Mothers conscious about
Sustainability Top cleansing brand
2.5 billion dollars in revenue in 2012
Found in nearly half of homes in the U.S.
Forefront of research and breakthrough technologies
Products are sold in over 80 countries Facts about Dove Marketing Mix Product Promotion organic products Growth Opportunities for Organic Personal Care Price "Real Ingredients
Real Women" Dove body wash is priced at $5.95
Shampoo and conditioner ranges from $2.99-$4.99
Bar soap is priced at $2.99
Lotion is priced at $5.99 Place Dove Real Pricing
Advertising Dove Real will be priced at $7.95 Dove Real shampoo/conditioner will be priced at $6.99 Dove Real bar soap will be priced at $3.99 In 2012, personal care products containing 70 percent organic content experienced a 43.7 percent increase in sales
Sealing the deal: FDA or USDA regulating the "O" word on personal care
Elevating organics through the use of "new" products. Ex: organic plant stem cells
Green chemistry and the issue of preservatives
Sustainable packaging using post-consumer products and bio-based materials Dove Real will be priced at $7.99 The Beauty & Personal Care Industry Large customer base; BPC products are necessities
Competition is very high
Brands look to find their niche market Organic BPC Industry Growth of Top 10 Organic Markets and Prospects for Organic Beauty and Personal Care 2010-2015 organic beauty and personal care industry is anticipated a gain of US$1.7 billion from 2010-2015 High End This strong growth shows that North America is the prime target market for companies wishing to explore organic beauty. Niche natural and organic personal care brands are becoming mainstream, and as a result are increasingly being sold in drugstores and supermarkets, thus attracting a growing consumer base. $6 soap, $17-$20 shampoo $35 conditioner Low End Conditioner - $5 Company Capabilities Effective Marketing - Unilever spends 176 million on Dove to advertise and market effectively Dove launched the movement of self-esteem looking to make beauty a source of confidence, not anxiety The campaign has reached out to 7 million girls today, and are looking to increase that number to 15 million by 2015. effective viral videos create buzz, give the company a competitive advantage and works the many to many marketing strategy shampoo $6 Opportunity Strengths Social Media Coupons Viral Marketing Finances Viral Marketing Campaign High Value Strategy Raw materials / Variable Cost = $3.84 for 32 ounces Quality Price In 2010, 176 Million spent on advertising One 30 sec Nationally broadcasted prime-time TV ad on ABC = $125,000
One Month (Commercial airs twice a week) = $125,000 x 2 x 4 = $1,000,000
3 month's of Dove Real Campaign Ads =
3 million Unilever = 67 Billion in Sales
Dove = contributes 1 Billion in sales
Roughly 1.5% of Unilever's Sales Product prices range from $6-$12 with an average of 9 dollars a product Unit Contribution Margin = $9 - $3.84 = $5.16 This directly in line with their existing product lines and campaign of supporting real beauty with real products Questions? TV Ads
Social media strategist: (10 hours per week @ $100 per hour = $1,000 per week.)
Total for 52 weeks (1 Year) – $52,000.
Community manager: (30 hours per week @ $60 per hour = $1,800 per week.)
Total for 52 weeks – $93,600.
Ongoing moderation and measurement– between $30,000 and $80,000 depending on frequency. Average of $55,000
Total = $200,600 Social Media Real Beauty Sketch was contracted out to be $135,000 Will contract the Dove Real Campaign out for = $200,400 Marketing Plan = $3.5 million Fixed Costs $10,329,588 (10.3) + = 13.8 million $688,639,200 x 1.5% = Total Fixed Costs Break-Even Point: 10.3 Million/($9 - $3.84)
= 1,996,125 products sold to break-even