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Dove company Current situation analysis
Dove is one of the world’s most recognizable and successful brands in the sector of personal hygiene. It was founded in 1957 and is currently under nilever’s control since they ac!uired it. "erhaps their best #nown produ ct is the wide varieties of soap that they sell. Dove recently has seen attention for its new mar#eting campaign which tries to use realistic images of women in their ads. $his has many potential advantag es% as Dove tries to strive for a larger mar#et share% ads that portray images of women that more can recognize themselves in mean that the ads can appeal to a broader range of customers. $he challenge presented to any Dove mar#eting strategy is one of ma#ing sure they differentiate their product somehow. $he soap mar#et is one that is highly competitive% with tons of other brands that Dove needs to compete against. &n top of that% the low fi'ed costs present in the industry means that there is easy entry for n ew potential competitors. $his means that Dove must do something to stand out from these numerous nu merous competitors that they face. &ne way to do that is through the product itself% but differentiation can also occur through advertising. adv ertising. ( memorable campaign that ma#es potential customers associate the Dove name with positive feelings can be very effective. Dove’s effort effort at differentiation has come through its )eal *eauty campaign in recent years. )eal *eauty is a response to the trend in hygiene% beauty% and fashion advertisements in which fashion models are used to mar#et their produc ts. $hese types of advertisements are highly pervasive% but are not without their critics. $he most common common complaint is that advertisements featuring these types of women have created c reated an unrealistic standard for beauty% especially amongst younger and more impressionable girls. Dove has attempted to counter this by using more typical loo#ing women than other companies. c ompanies. $his ad campaign is focused on what they have termed real beauty% meaning a standard that more women can see as attainable for themselves. In con+unction with the advertising campaign% Dove committed itself to various efforts to support women and their self esteem ,Dove -upport.
Hamda Al Najjar 200902038 Maryam Hind Maha $his advertising campaign has been very successful% even though it hardly mentions
anything about any Dove products. Dove itself calls attention to their own ad campaign as often as possible/ they have come to mar#et their own mar#eting campaign as much as any of their products. $his is because they #now there is a great deal of goodwill bound to come to them due to their uni!ue campaign. )eal *eauty is not +ust an alternative to any trend in advertising% but a trend that has many worried about what the previous ads are saying about women. Dove can present themselves as an alternative to a type of advertising that some see as immoral/ passions run high against their alternatives so passions can run high for Dove and their )eal *eauty campaign. $he uni!ue nature of the ad campaign has meant that Dove gets increased media e'posure. $his is because there is a somewhat political% albeit neu tral% statement embedded in the ad campaign. *y doing this% they have avoided any sort of controversy while also drawing attention to themselves. "ublicity for a media campaign means that they get essentially free advertising for their message% ma#ing it e'tremely effective at getting their message out. &n top of that% the ad campaign is designed to appeal to as many women as possible. $he proportion of women who find themselves comparable to the models in the )eal *eauty campaign is certainly higher than those who see themselves in the models of traditional campaigns. $his ma#es this new campaign both universally appealing and goes through media that Dove does not have to pay to transmit through. Dove has launched one of the world’s most creative and successful ad campaigns. Due to the nature of its statement% it receives free publicity as the ad campaign itself becomes a news story deemed worth covering. 0owever% the real brilliance of the campaign is in the way it can be seen as a celebration of its own target mar#et. $he ads use real women and attempt to ce lebrate the beauty of these women. Dove realizes that the #ind of women they are putting in the advertisements and the women who could buy their soap are similar and they themselves recognize the very similarities. $hey have come to b e selling women self esteem as opposed to the product itself ,ee. *y celebrating the women in their ads% Dove ma#es the women seeing the ad feel better about themselves and by e'tension% the Dove brand itself.
Hamda Al Najjar 200902038 Maryam Hind Maha In conclusion% Dove has launched one of the best current ad campaigns and should
continue using a similar approach for the foreseeable future. $he advertisement is brilliant in its effectiveness% as the campaign both sends a message that wor#s to bring in consumers and a message that results in the campaign being tal#ed about. $his second feature ma#es the campaign especially successful. Dove has been focuses largely on the female demographic% but it is now in the infancy of a new male centric campaign. $hey should be careful to separate the two brands to not ris# the success they have already have. $hat said% the company that has come up with such a uni!ue and well thought out campaign should be trusted to do so again in their new target mar#et.
SWOT analysis The Strengths of Dove company Dove company had many strengths when it frst started in 9!"# these strengths then developed thro$gho$t the years to allow Dove to esta%lish itsel& as the world's top %rand in cleansing prod$cts today ()asi# 20*+ ,he main and the most o%vio$s strength o& Dove company is its $nconventional mar-eting strategy+ .hich ma-es the e/isting clients reliae that real %ea$ty lies within them# that is enhanced %y Dove prod$cts (H$ssain# 200*+ ,his %ea$ty concept is the main aim o& Dove's mar-eting strategy+ Another remar-a%le strengh that Dove company posses is its e1ective advertising strategy+ Along the years Dove has la$nched many campaigns to relate directly with their c$stomers+ ,hese campaigns incl$ded the love yo$r %ea$ty campaign# which wor-ed well with Dove's new %rand e/tention o& new4 %ody care and &acial moist$riers prod$cts (.illiams# 200!*+ Another campiagn which relate to the social side is the Dove's sel& estem &$nd was la$nched in 5an$ary (.illiams# 200!*+ ,his &$nd provides s$pport &or organiations that aim to %roaden the defnition o& %ea$ty# &or e/ample4 they recently la$nched a %ody image we%site called relame+ca in partnership with
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the National 6ating Disorder in&ormation centre (.illiams# 200!*+ ,hese campiagns were a s$ccess to the company# as they do$%led the sales o& almost every prod$ct in Dove+ ,he campaigns also strenghed the %rand's recognition+ ,he mar-eting managers o& Dove have cond$cted a st$dy to see i& people wo$ld recognie the Dove's %l$e %ird logo# and the res$lts were remar-a%le as 907 o& people recognied it (.illiams# 200!*+ ,he reason o& this s$ccess is as e/perts claim Dove mar-eting managers have done which is they opened their eyes to what c$stomers is# rather than what the c$stomer wishes+ n specifc# Dove soap prod$cts have many strenghs that allows it to di1erentiate itsel& &rom competitores# regardless o& how s$ccess&$l Dove's mar-eting strategy is+ irstly# the prod$cts o& Dove are the only cleansing prod$cts that contains : moist$riing cream in their soap prod$cts+ ;econdly# Dove's soap prod$cts has ero s s s s
The Weaknesses of Dove company
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,he main wea-ness o& Dove company is its contradictory advertising+ Dove's mar-eting campaigns are $sed to promote real %ea$ty+ However# Dove company made an adverstment to promote its A/e deodorant prod$ct to yo$ng girls# which made girls se/ier as the company claims+ ,his advertisment is clearly contradictory to Dove's real %ea$tycampaign# which promotes a healthy sel& image &or all women+ ,he company have de&ended itsel& %y claiming that the advertisment is meant to show women the need o& always &eeling %ea$ti&$l which has %een e/pressed %y a wide way in the today's stereotyped advertisement# and that it is meant to inspire women to ta-e care o& themselves+ (H$ssain# 200*+,he company added to their de&ense that the advertisement was meant to show the need to have real %ea$ty# rather than enco$rage girls to $se prod$cts+ (H$ssain# 200*+or that reason Dove have developed a sel& esteem campaign to ed$cate and inspire women o& real %ea$ty+ Dove's other wea-nesses relating to their soap prod$cts incl$de the high price o& soap prod$cts in the ndian mar-et+ .hich coasts 32 r$%ees &or "! grams o& soap# and @8 &or the medi$m special sie+ ,hese prices are relatively high &or an $nder developed co$ntry as ndia# as many indian c$stomers claims+ Another wea-ness o& Dove is its targeting segment# which incl$de women only+ ,his targeting segmentation might a1ect the company negatively in the &$t$re# %y wasteing its opp$rt$nity to target the men segment to increase their proft+
The Oppurtunities of Dove company As the development o& Dove company increases each year+ t has generated many opp$rt$nities &or itsel& to increase its proft+ irstly# Dove has the golden opp$rt$nity to target many new segments other than women# as it is already e/perienced in cleansing prod$cts# %y e/panding its prod$ction line
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in new segments s$ch as4 the male mar-et %y prod$cing shaving creams# or %ody lotions &or the %a%ies ind$stry+ ,hey can even enter the ma-e$p mar-et# to target yo$nger women+ ;econdly# Dove can also $nife its advertising campaigns thro$gho$t the glo%e# as they have already provin s$ccess %y do$%ling the sales o& almost each prod$ct in some regions as mentioned earlier+
The threats that Dove company face As the growth o& Dove company increase each year# so does the threats that the company &aces+ ,he most dangero$s threat that Dove &aces is the attit$de o& the p$%lic+ Dove once posted a photo o& an average women on their we%site# with a poll that as-ed at o& a%$l$os+ A&ter considering the responses o& c$stomers# the term at won the majority o& responses+ .hich res$lted in the removale o& the photo &rom the we%site+ A less dangero$s threat to Dove is the &act that the %rand is only pop$lar in modern co$ntries which has higher income+ Additionlly# some c$stomers have complained that the prices o& soap prod$cts are high in $nder developed co$ntries li-e ndia+ ,hereo&re# Dove m$st develop a strategy to lower the prices o& its prod$cts to allow more sales in %oth modern and less developed co$ntries# &or %oth middle and $pper class gro$p o& people+
Objectives Dove's overall o%jectives have always portrayed in satis&ying its c$stomers' needs and increasing the %rand awareness and level+ =esides those o%jective# we have set some e/tra achieva%le o%jectives that are4
First year objectives:
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•
Develop a new prod$ct4 Add a new prod$ct (Dove shaving gel* in the e/isting segment (Dove men care*+ ncrease the sales vol$me4 D$ring the initial year# we are aiming that o$r sales vol$me will reach to A6D200#000+
Second year objectives: •
•
Develop the e/isting prod$ct (Dove shaving gel*+ 6/panding the e/isting prod$ct into several categories %y introd$cing vario$s &ragrances+ ncrease the sales vol$me to A6D !00#000+
Marketing strategy Dove is -nown &or its ta-ing care o& women %ea$ty# %$t recently# it has esta%lished a new segment &or men called Dove men segment+ ,his new segment is o1ering vario$s men prod$cts s$ch as &ace and %ody wash and deodorants+ B$r &oc$s is on the same segment# %$t o$r e1ort is to add a new prod$ct into that segment# which will %e Dove shaving gel+ ,here&ore# o$r cons$mer target is men+
ositioning ,he mar-eting strategy &or Dove is %ased on prod$ct di1erentiation+ ,here&ore# the new prod$ct will %e positioned as the most convenient and val$e added prod$ct+ B$r positioning statement will %e =ea$ty is not always related to &emininity+ t is a right o& m$sc$larity too+ .omen have %een tr$sting their s-ins to dove since &orever+ t's time &or men now+
roduct strategy ,he Dove shaving gel selling process will %e start# and we will contin$e with same &eat$res mentioned early &or its frst year+ ,here will %e other shaving
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gels with di1erent &eat$res (e+g+# di1erent &ragrances* that will %e la$nched in the later time+ Bne o& the most important prod$ct strategy that Dove $ses is %$ilding the level o& its %rand+ ,here&ore# we will ma-e s$re to display its %rand and logo on the prod$ct itsel& and the pac-aging+
ricing strategy B$r pricing strategy will &oc$s on attracting distri%$tor channels and o& co$rse gaining competitive advantage in the mar-et+ ,here&ore# we decided to start with the price o& A6D 0 &or wholesalers and A6D !0 &or retailers+ Bnce a prod$ct will %e la$nched and o& co$rse accepted %y the cons$mers# the price will %e increased &or the distri%$tor channels+
Distribution strategy =e&ore setting a distri%$tion strategy# we &oc$sed on co$ple o& C$estions (e+g+# .here do o$r cons$mers pre&er to shop .hat is the coste1ective way to o$r prod$ct into cons$mption level+ +6tc*+ %y &oc$sing on selective strategy# we'll start with local stores# especially# these -ind o& prod$cts are cons$med highly thro$gh s$permar-et stores+ .e'll also $se online retailers &or mar-eting the prod$ct+
Marketing communicating strategy ,he main goal %ehind endorsing this prod$ct is increasing the %rand awareness+ n order to do that# we will %e depending on the advertising agencies+ ;electing appropriate m$ltimedia media tools is very essential in mar-eting the prod$ct+ Hence# p$%lic relations department will play a major role in reaching o$t o$r prod$ct di1erentiating massages to o$r c$stomers+
Marketing research
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n order to develop o$r prod$ct# we'll &oc$s on %rand awareness research %y s$rveying o$r target c$stomers a%o$t their satis&action level and as-ing &or their &eed%ac- the prod$ct itsel& and their opinions a%o$t other competent prod$cts they pre&er+ this research will help $s to demonstrate o$r c$stomer's attit$de toward the %rand and the prod$ct+ t will also help to determine how e1ective o$r comm$nicating strategy is+ Action plan4 ,he action plan &or the coming s$mmer is mainly &oc$sed on men's segment# with new prod$ction o& Dove shaving gel+ ,he action o& this plan is e/pected to increase the overall profts o& Dove company# %eca$se the n$m%er o& segments and c$stomers is also growing+ ,he action plan m$st match with Dove o%jectives# which is to satis&y all the needs &or o$r prod$ct $sers+ or &$rther details o& the action plan# each action will %e descri%ed with &air in&ormation according to its month+ 5$ne4 esta%lish campaigns to promote the new la$nch o& Dove collections+ ,here are two events that the new collection will %e present in# to ed$cate c$stomers+ irst event# in 5$mairah =each Eesidents# D$%ai# at 22nd o& 5$ne# 202+ n this day# there will %e a higher n$m%er o& people gathering in 5=E %eca$se o& a water game event# there&ore# many proc$res will %e given to people who we wish to %e o$r loyal c$stomers+ ;econd event is going to %e in 5oelle's show that is accessi%le on M=F channel+ 5oelle is an ma-e$p artist and ma-eovers &or her contesters+ ;o# o$r plan to la$nch the men's jell to people in Amro ;aloon that 5oelle always go there to ma-e ma-eovers+ =y this way# the prod$ct will %e presented indirectly# %$t a1orda%ly+ 5$ly4 %y the %eginning o& 5$ly# men's jell will %e in all Dove stores+ B$r plan is to reach a total val$e $p to A6D200#000 &or the frst year o& prod$ction+ However# the jell will %e o1ered on slow %asis to st$dy c$stomers &eed%ac-
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thro$gh s$rveys# complains# and as-ing their opinion directly when they are shopping in Dove's store+ A$g$st4 collect all the &eed%ac-s# opinions# and complains to develop several &eat$res to improve the presence o& o$r prod$ct+ A&ter it is improved# the price will %e higher and it is e/pected that people in this month will more noticea%le a%o$t the prod$ct# which leads to receive higher val$e and proft &or o$r company+ rom ;eptem%er till the end o& the year# Dove wor-ers will give the most o& service and welcoming strategies &or o$r e/isting c$stomers to %ecome loyal and tell to other people a%o$t Dove men's segment specifcally to achieve o$r goal o& A6D200#000+ =$dget4 ,he goal o& Dove men's jell is to reach A6D200#000 in the frst year# with an average whole price o& A6D0 and varia%le cost o& A6D80+ ,wo options are always e/pected whenever new prod$ct is joined to Dove segments+ irst case is a n$m%er o& percentage loss# near 7+ & this what the case is going to %e# then there will %e more promotion on media o& o$r prod$ct and we will %e more present in coming events# with red$cing the price $p to A6D00+ ;econd option is proft gaining# more than it is planned+ & this is going to %e the case then the price will go $p to A6D!0+ Bn the other hand# to ma-e this jell C$ite di1erent to attract people# it reC$ires a %$dget &or o1ering high standards+ B$r %rea-even analysis o& Dove men's jell is as the &ollowing4 wholesale reven$e A6D0 per $nit# varia%le cost A6D90 per $nit# frst year f/ed cost is A6D!00#000+ =ased on these ass$mptions# the %rea-even calc$lation is !00#000 090 Fontrols4
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B$r main &oc$s and control is to adapt and respond to the rapid changing environment in mar-eting area+ Also# -eep the standards o& o$r C$ality and service high+ Nevertheless# the price m$st %e s$ita%le to c$stomers and to o$r company's overall cost+ =alancing price and costG C$ality and serviceG sta%ility and respond to changes# are reC$iring hard wor- and strong %asis o& control in Dove gro$p teams+ Mar-eting
Mar-eting plan and action hand%oo- is written %y 5ohn Eyan# e/plains the whole process o& mar-eting plan with n$m%er o& tips to avoid the wea-ness points in any plan strategy# it provides loads o& e/amples
&rom real li&e to e/pand o$r -nowledge+ Mar-eting project is a so&t ware# done %y American niversity o& ;harjah senior st$dents and won an award o& creative st$dents+ t has %rie& e/planation with diagrams# videos# wiards# and charts to e/plain their points in easy and visionary way+
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Works Cited
23hy $he 4ampaign or )eal *eauty62 Dove Support . nilever. 3eb. 1 8ay 1. :http;<ion=campaign?i =15@A. ee% Boss *ernadette. 28c4lungCs 8agazine.2 Issuu.com. 3inter . 3eb. 1 8ay 1. :http;<
!ibliography H$ssain# ;+ (200# May 0*+ SWOT analysis between two great competitors + Eetrieved May # 202# &rom http4IIwww+scri%d+comIdocI3@98J9@I;.B,ANAKL;; =etween,woreatcompetitorsKvsDove+ )asi+ (20# 5$ly 28*+ Marketing Plan of Dove+ Eetrieved May # 202# &rom http4IImar-etingmi//+comImar-etingplan2I8mar-etingplano&dove+html+
Hamda Al Najjar 200902038 Maryam Hind Maha Monitoring your Body's P levels+ (200# A$gest *+ Eetrieved May !# 202# &rom http4IIalteredstates+netI%arryI$pdate"8Iinde/+htm+ .illiams# N+ (200!# Novem%er *+ Dove! Brand beautiful+ Eetrieved May 2# 202# &rom http4IIstrategyonline+caI200!II0Idove200!0I+