Marketing and Dove Essay
Dove is a personal care brand owned by Unilever. Dove products are manufactured in Argentina, Australia, Brazil, Canada, Germany, India, Indonesia, Ireland, Mexico, Netherlands, Pakistan, Philippines, South Africa, Thailand, Turkey and United States. The products are sold in more than 35 countries and are offered for women and men. The Dove trademark and brand name is currently owned by Unilever. Dove’s logo is a silhouette profile of the brand’s namesake bird.
Products include: antiperspirants/deodorants, body washes, beauty bars, lotions/moisturizers, Hair care, and facial care products. Dove is primarily made from synthetic surfactants, soaps (derived from vegetable oils such as palm kernel) and salts of animal fats (tallow). In some countries Dove is derived from tallow and for this reason it is not considered vegan, unlike vegetable oil based soaps.
HISTORY OF DOVE:
In the late 1800’s a European company called Lever Brothers began selling Sunlight Soap. As the company grew, they opened factories in Cambridge, Massachusetts and Philadelphia. By 1929 it was the third largest soap and glycerin manufacturer in the United States. Back in Europe there were negotiations to join Lever Brothers with a new partnership. In 1929 Lever Brothers became part of the Unilever Company. In 1957, Lever Brothers, under the umbrella of Unilever, introduced Dove. The new brand of soap marketed itself as a clinically proven milder soap for dry, sensitive skin. Since then Dove has become the worlds number one cleansing brand. During the 90’s, Dove extended their products from a cleansing bar to a complete line of personal care products. Now Dove has products ranging from bar soap to lotion, from shampoo to liquid shower gel. In 2004 Dove launched advertisements that portray the real beauty of ordinary women. The campaign, now called “campaign for real beauty” still promotes Dove.
Dove in 1950
Brand & Product Life Cycle:
Dove’s lotion was introduced in 1950’s and the product grew extremely quickly into one of the top brands in the country, as well as internationally. Their products have been in the market for over five decades. With this in mind, the product is in the “maturity” stage. It continues to thrive each year in the market and is now a stable part of the health and beauty industry.
The Dove products are used to clean and enhance the body and well being. Each product is not meant to be used for an extended period of time, so the product life cycle is relatively short. The product life cycle for the women’s Products would be considered to be in the mature stage of the cycle. As a whole, Dove is trying to maintain the status and maturity of the Products. However, the men’s products, are considered to be in the growth phase. Because of its recent launch a few years ago, the men’s care line within Dove’s brand has much more room for growth due to the fact that their market share is much lower than other women’s brands.
4 P’s of Dove
Marketing Mix comprises of all activities of marketing manager. They are popularly known as the “4 P’s of Marketing” – Product, Price, Place, and Promotion.
When marketing their products, any firm needs to create a successful mix of:
The right Product
Sold at the right Price
In the right Place
Using the most suitable Promotion
Dove Products: Focused on women
DOVE BAR & SKIN CLEANSING:
Dove got women to experience the ‘real’ Dove difference, with the Face Test campaign. Thousands of women across the country put their soap, and Dove, to the test. They all had the same answer – Dove made their skin soft
DOVE HAIR CARE RANGE:
Dove launched its hair care range in India in 2007, and became the fastest growing shampoo brand in the country. It’s highly conditioned formulation delivers the moisture promise of Dove. The range includes Daily Shine, Dryness Care, Dandruff Care, Hair Fall Rescue, Intense Repair Therapy, Nourishing Oil Care and Color Rescue.
DOVE ANTI-PERSPIRANT DEODORANTS:
Your delicate underarms need tender care. Try the New Dove Deodorants with ¼ moisturising cream. Choose from 3 variants – Original, Silk Dry and Clear Touch, for visibly softer, smoother underarms, 24-hr protection from sweat and odour.
DOVE LOTIONS & CREAMS:
Pamper your skin with the unique rich moisturisers and pure silk formula of Dove Lotions and Creams.
Marketing is the process of developing and implementing a plan to identify, anticipate and satisfy consumer demand, in such a way as to make a profit.
Setting up of marketing strategy:
Setting objectives for a marketing strategy is not simple and straightforward matter. It is an iterative process whereby objectives are set, strategies and action plans are developed, and then it is decided whether the planned objectives are impossible, achievable or easy. Marketing objectives should be difficult, but they must be achievable. The aim is to set objectives that
a challenge, but can be achieved with effort.
Dove’s Marketing Objectives:
According to surveys conducted in 2012, Dove develops its marketing objectives very carefully as it is devoted to expand the definition of beauty for the reason that they believe real beauty comes from your inner self.
The Marketing Objectives of Dove are:
To increase sales by 40% in upcoming 1 year.
Providing a boost to its brand image.
Broaden the image as a beauty care provider
Increase the number of retail outlets selling dove products by 250 within 12 months
Combination of moisturizer and softness so as to satisfy the particular need which was earlier not met Focused on women (non models) -beautiful in their own way Based on a global study on perceptions and attitudes of women with regard to personal beauty and well being Point of differentiation- moisturizer and meeting consumer needs Strong personal, emotional connection between brands and consumers