Situation Analysis (SWOT)
Identify Opportunities (STP)
Opportunities
Targeting
Evaluating the attractiveness of various segments and then deciding which to pursue as a market.
Strengths
- Integration into foreign markets with Unilever
- Introduce more premium product lines into the U.S. market
- Further research and studies devoted to male self esteem issues
- Creation of new product line for babies
- Consumer exposure to loyalty program
- Established in 1957; 59 years old
- Brand awareness
- Large target audience
- Affordable price for premium product
- Strong media presence
- Extensive breadth (7 product lines)
- Large market share
targeting several market segments with a different offering for each
Women
- Hair Care
- Skin Care
- Antiperspirants
- Shave Needs
Men
- Men +Care
- Hair, Skin, Antiperspirants, Shave Needs
Segmentation
Positioning
Dividing the market into groups of consumers with different needs, wants, or characteristics...
Threats
Defining the marketing mix variables so that target customers have a clear, distinctive, desirable understanding of what the product does or represents in comparison with competing products.
Weaknesses
- Quality
- Caring
- Focus on natural beauty and hygiene
- Strong competition
- Cheaper prices
- Cruelty-free
- Critics of Dove campaigns
- Government actions - Price Controls
- Demographic
- Primary: females mid 20s to late 30s
- Those with medium/high purchasing power
- Secondary: young girls, males, women 60+
- Geographic
- Primarily in UK and US
- Other parts of Europe and Asia
- Psychographic
- Value body care, confidence, real beauty
- Products are not cruelty-free
- Low awareness of Dove Insider rewards program
- Brands owned by Unilever have contradictory messages
- Ingredients are not natural
“Dove is committed to help all women realize their personal beauty potential by creating products that deliver real care.”
Sustainable Competitive Advantage
The advantage over the competition that is not easily copied and thus can be maintained over a long period of time.
Implement Marketing Mix
Customer Excellence
Operational Excellence
Focuses on retaining loyal customers and excellent customer service.
Achieved through efficient operations and excellent supply chain and human resource management.
- Dove's parent company, Unilever, controls the supply chain
- "Globally Aligned End-to-End"
- Contractual Vertical Marketing System
- Aims to assist small retailers around the world
- Ranked in the Top 10 supply chains in world
Product
Marketing Plan
- Dove Insider Rewards
- Loyalty program which provides coupons, sales updates and other promotions
- Automated Customer Help Webpage
- Designed to get quick and easy responses
Place
- Bar Soap
- Body Wash
- Antiperspirants
- Hair Care
- Body Lotions
- Men+Care
- DermaSeries
- Shave Needs
- Grocery Stores
- Pharmacies
- Convenience Stores
- E-Commerce
Product Excellence
Locational Excellence
Having a good physical location and Internet presence.
Having products with high perceived value and effective branding and positioning.
Dove is located in places with a high traffic of consumers
- Grocery Stores
- Stop and Shop
- Pharmacies
- CVS, Walgreens
- Convenience Stores
- Superstores
- Walmart, Target
- Dove products are perceived as being good quality and of high value
- Average cost of Dove bar soap 2 pack = $3.09
- Average cost of Olay bar soap 2 pack = $2.47
- Through brand-awareness, people recognize Dove soap quicker and easier
- Excellent idea-marketing
- Relates self esteem and real beauty to Dove products
Dove is on Facebook, Twitter, and Instagram.
Business Mission
Price
Promotion
“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.”
Objectives
- Television
- Print Ads
- Blogs
- Social Media
- Coupons
- Sweepstakes
- Contests
- Samples
- Loyalty program
- Company Objectives
- Sales Orientation
- Premium pricing
- Customers
- Demand curve and high price elasticity
- Costs
- Labor, input, general and administrative, research and development, and overhead
- Competition
- Monopolistic competition
- Dove vs. L'Oreal vs. Pantene
- Channel Members
- MSRP vs. Retail prices (Walmart)
- Growing the business
- Improving health and well being
- Enhancing livelihoods
- Reducing environmental impact
"To ensure that the next generation grows up enjoying a positive relationship with the way they look and to help them reach their full potential in life."
Aida Model
Desire
(Feel)
Dove wants the consumers to go from "I like it" to "I want it."
Awareness
(Think)
- Consumers want to be like the individuals they see in the ads
- Dove invites its consumers to "Find out more" at the end of their ads
Brand Awareness --> Consumers are familiar with the brand and what it stands for.
- Recognize Dove by logo and packaging
- Font, colors, dove bird
- Understand benefits of product -> smooth skin, healthy hair, etc.
Top-of-mind Awareness --> Prominent place in people's memories, which triggers a response.
- Dove has been around for over 50 years
- When people think of soap, they often think of Dove
- People know the benefits/understand the product
Action
(Do)
The consumers go out and make the purchase
Interest
(Feel)
- Consumers continue to subscribe to their campaign
Once awareness is established, Dove must pique the interest of its target segments
- Utilizes its powerful social campaigns
- Dove campaign for real beauty speaks directly to the women that Dove is attempting to reach
- When they're looking to purchase toiletries, they'll think of Dove
Analysis of Ad
Ending Recap
Boston Consulting Group Matrix
Points discussed:
- Mission
- Competitive Advantage
- SWOT Analysis
- STP
- Implementing the Marketing Mix (4 Ps)
- AIDA Model
- Marketing Metrics
- BCG
- Advertisement and Analysis
- Push Strategy
- Informative Advertisement
- Emotional Appeal vs. Informational Appeal
Marketing Metrics
(Growth Strategies)
Social Media
- Focuses on promoting products/ideas
- Through this, consumers relate positive beauty perceptions to Dove products
- Interactive and responsive to followers
Introduction of new products
- Often introduces new products, lines, or fragrances to keep consumers interested
Strong social campaigns
- Promoting real beauty, self confidence, and loving yourself
- Utilizing idea marketing to gain more customers
Dove Marketing Plan
Laura Leone, Korina Lopez, Miranda Luce, Rob Riglietti