1.

Introduction
Dove today is in 80 countries making women beautiful everyday and enabling them to enjoy
their own brand of beauty by providing a wide range of personal care, hair care, and skin care
products. Dove launched first in the US in 1957. Dove is one of the leading brands of Unilever
globally. Dove is known to be a keeper of promises and has given real products to women all
over the world. Dove believes that beauty - feeling and looking your personal best - is the result
of proper care. Dove always aims to deliver products which tangibly improve the condition of
skin or hair and give a pleasurable experience of care, because when you look and feel beautiful,
it makes you feel happier. Its a feeling every woman should experience every day. From the
beginning Dove has always celebrated real women at the heart of everything the brand does and
believes. Real beauty embraces diversity - no woman is or should feel excluded from the world
of beauty that the brand represents. Real women are the brands true inspiration.

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. Irrespective of seasons, our skin needs moisturizing.
With 1/4th moisturizing cream, Dove bars washes provide a complete moisture care. With 1/4th
moisturizing cream blended with cleansers, Dove Bar cleanses your skin without drying it, which
no soap can promise.

2. Vision
We believe beauty should be a source of confidence, and not anxiety. Thats why we are here to
help women everywhere develop a positive relationship with the way they look, helping them
raise their self-esteem and realize their full potential.

3. Statement of the Marketing Goal

Marketing strategies may be designed in several different ways or through several different
channels but when it comes to brand like Dove; they make it after proper planning. The basic
statement of Marketing Goal of Dove is as follows:
Dove wants to target all ages, shapes, and sizes of women to let them believe through the use of
their products that beauty doesnt depend on these factors, rather beauty lies in you. Dove

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tries to help all women through its marketing tactics to.This reflects in all their marketing
campaigns whether, its an ad, or any other marketing campaign.

3.1 Product
Irrespective of seasons, our skin needs moisturizing. With 1/4th moisturizing cream, Dove Bars
provides a complete moisture care. Dove makes skin softer. In Bangladesh Dove beauty bars are
available in three variants in two sizes, 90 ml and 135 ml.

Dove Pink Beauty Bar: Contains1/4thmoisturizing cream richly blended with its mildest
cleansers, no other beauty bar has more skin-natural moisturizers than Dove. Everyday moisture
is the key to beautiful skin.

Dove Fresh Moisture Beauty Bar: Contains an ultra-light hydrating formula and the
crisp, soothing scent of cucumber and green tea. Provides a refreshing, uplifting sensation for
once skin.
Dove Fresh Moisture Beauty Bar: Contains an ultra-light hydrating formula and the
crisp, soothing scent of cucumber and green tea. Provides a refreshing, uplifting sensation for
once skin.

3.2 Price
Price is only one P among 4Ps that generate some revenue for the company and rest all incurred
some cost of the company. Unilever usually practiced value-based pricing strategy for the
products. Dove soaps 90ml bars price 75 taka and 135ml bars price is 98 taka. Dove soaps
target consumers are middle to upper-income women.

3.3 Promotion
For the brand reorganization and sales promotion Dove use different types of media for
promotion and advertisement such as Print Media, Broadcasting Media, Display Media and
Internet Media. Dove telecast advertisement in Radio, Television, Billboards, Newspapers,
Magazines, Face book, Twitter etc. In the Television ads Dove shows Dove is better than soap.
And you can prove it. Wash one side of your face with soap. Use Dove on the other. Feel the
moisturizing, softer, smoother Dove difference. You'll never wash with soap again. So Dove
told us that Dove is a better than a soap. Its not an ordinary soap. Its totally different than

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others. Sometimes dove give various sales. Promotions to the customer via Face book, Twitter,
Television and Radio. They give discounts and other free items with every purchase or bundle
purchase of Dove soap.

3.4 Placement
Dove soap follows common distribution system. That means company to wholesaler to retailer to
consumer. It has made his strategy like that in every small or big shop customer will be able to
find out the product. Unilever has mass distribution channel whole over the country. So in every
small or big shop, super shop has Dove soap is available. This distribution network directly
covers cities million consumers.

4. Competitive Analysis
There are very few competitors of Dove soap are available in the market. Dove is a higher
quality and costly than other local soaps. Dove soaps competitors are Lux, Sandalina, Olay and
Nivea. Lux is Doves internal competitor which is also owned by Unilever Bangladesh Limited.
Sandalina is a local soap which can be a tough competitor for Dove. Now-a-days Olay and Nivea
give a tough competition. Olay and Nivea is imported soap.

5. SWOT Analysis
The SWOT (Strength, Weakness, Opportunity and Threat) analysis is a useful tool for an
industry. An internal survey is required for strength and weakness and an external survey is
required for opportunity and threat. Dove soaps SWOT analyses are summarizes.

5.1 Strengths
1. Brand wisdom and widespread distribution.
2. Competitive Price.
3. Growth in cascade product.
4. Brand devotion
5. Adequate to encourage consumer to feel and look their best.
6. Wide range of crossroads that finish appeal to every last (predicate) ages.
7. Effective advertising, free publicity

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5.2. Weaknesses
1. High level of competition.
2 .High levels of expensive advertising needed and maintained.
3. Special offers counter vigorous on growth.
4. Soap bars undergo from ageing image.
5. Some products are seen as a compassion product not essential use.
6. Some consumers are let down on performance

5.3 Opportunities
1. Target markets not yet capitalized teens.
2. Continuous innovation.
3. Eco-friendly market segment/natural products.
4. Target teen specific concerns (medicated flake off opportunities)
5. Target male customers.
6. Long pending opportunity of tapping into the market developing beauty products for men.
7. Unified advertising technique used by Dove.

5.4 Threats
1. New launch of other brands with similar products.
2. Recent recession (less available income)
3. Consumer allergies.
4. Decline in Bath products.
5. Environmental awareness.
6. Dove faces tough competition from Olay, Nivea, and Lux

6. Marketing Objectives for the Project

Dove develops its marketing objectives very carefully as it is devoted to expand the definition of
beauty for all women for the reason that they believe real beauty comes from your inner self. All
successful marketing strategies were basically due to wisely planned marketing objectives of
Dove which we are going to discuss here. Due to successful marketing objectives, Dove is the
UKs Bar Soap brand and 45% of the people bought a Dove product in 2010. In fact, 10.1
million women use Dove every week in

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A. Overall Objective

Elevate sales of Dove loveliness products and latest product lines.

Make exchange of ideas, debates, and conversation about the factual sense of natural
beauty.
To be a focus for nationwide TV and print media reporting.
Increase restricted press concentration in the hometowns of model featured all through
the movement.
Drive users to the CFRB Web site to divide their opinions and views about the campaign
and natural beauty typecasts.
Make a call to action for customers to link the group through website that make active
contribution by Dove for self-worth consciousness program.

B. Primary Business Objectives

To increase sales by 30 percent in upcoming 6 months.
To increase brand awareness among non-existing clients for at least.
To increase the ROE ratio of the company by 5 % in next 6 months.
Increasing the retailers and brand outlets in targeted markets for at least 20 new stations.

C. Strategic objectives for every primary objective

The very important procedure of an organization is called tactical set up, and in hyperbolic
circumstances, its strategy or direction, and making decisions on assigns it capital to follow this
strategy, including its assets and people (Colin, 2006). The most business analysis techniques
can be applied in strategic planning, that is the official thought of associations prospect rout.
Every strategic planning does contract with at least one of three key questions:
1.How do we get there and stand out?
2.Where are we?
3.Where do we wish for to go?
We extremely want you to be a great marketer, therefore, our favorite objective is to assist our
business and obtain a huge part of our open market and bring much increase in our earnings, and
we can support our marketing team or develop into our off-line and on-line business partner. We
have specialized professionals, graphic designers, and web developers, with many other obliging
tools that will assist our business go ahead of our contestants and increase marketplace share. We

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will repeatedly check and track our advertising campaigns so we can promise our long-standing
achievement

7. Marketing Strategy
The Dove movement for natural loveliness was made to aggravate dialogue and give confidence
debate. Doves Business is to provide services classically available in Great businesses to tiny
businesses for a part of the price, through our domestic employees and their connections. So that,
accounting, payroll, organization consulting, publicity and marketing, tax homework, legal
advice, and fiscal planning should be done in a systematic way.

A. Main strategies

7.1. Market Penetration

For increased market penetration, Dove will be launching few campaigns where the
representatives will move to the market segments and will do free sampling. This will make the
customer realize that Dove cares and penetration will be achieved in newly selected market
segments.

7.2. Market Development

Making aware the existing clients and making them realize that real beauty lies in you which is
being enhanced by Dove products is the main aim of Dove. Market development basically means
to Dove that customer becomes more aware about the product knowledge and information. And
for that they Dove has planned to provide demonstration campaigns in each outlet.
7.3. Service/program Development

As sales and product services play very important role in customer awareness so Dove also
planned for services/program development. They have analyzed the existing markets and have
come to the conclusion that giving informative ads and procedural ads about the usage of
products is very important thus such ads would be the upcoming advertising campaigns part.
7.4. Diversification
For diversification they have planned to follow the old strategy which was to make their product
line extensive and specialized for different skin types and people. By doing so their product line
will diversify and they will be attracting more people toward their products.
7.5. Positioning

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We are positioning dove as the high quality, moisturizing soap which can be used anywhere in
body and face. Everyone can use dove soap easily even if they have very sensitive skin. This
differentiates dove soap by other brands soap.
7.6. Marketing communication strategy
Dove has a strong brand image whole over the world. Everyone knows about the Dove. For
creating awareness among people and sales promotions we will use all kind of media such as
Print media (Newspapers, Magazines), Display media (Bill Board, Signs), Broadcasting media
(Radio, Television), and Online media (Company Websites, Facebook, Twitter, Google ad-sense)
etc. for advertisement. We also use short time sale promotions like buy 3 get 1 free bundle offer,
10-25 % extra free, 5-10 taka discounts, free other Unilever products such as mini packs of
Sunsilk shampoo, vaseline etc. We start Dove campaign for women. We use door to door
marketing, free sampling and feedback and arrange several seminars in various places and
colleges and universities. We also try to sponsor some reality shows where women will be
highlighted. At last, we are planning to make Bangladeshi model and actress Joya Ahsan as our
brand ambassador.

B. Strategy Development by Target Group

As the targeted groups are explained in the prior section and there is no special segregation in
targeted market so same strategy will be used for all segments of the target market.

8. Action Program
Dove soap is a renewed soap and most popular in the world. Dove soap launch many years ago
in our country. Everyone knows about it very well. For reorganization and set up in our
consumer minds we will start our promotional activities. The action programs we will use over
the year to achieve our goals are summaries below
January-February
We will start door-to-door campaign for Dove soap. We will visit a particular area for
advertisement of dove. We also visit some colleges and universities. We will create buzz
marketing by giving free samples to product user, opinion leaders in the society.

March-April

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We will start an integrated Print/Media/Online marketing targeting our women consumers. We
will telecast ads in all kind of media such as in Radio, Television, Newspaper and Bill boards.
May-June
As our multimedia advertisement continuous, we will add consumer sales promotion such as free
same product or alternative product, extra product, discount offer, various types of contest, raffle
draws, scratch cards, coupon etc.
July-August
We reduced the amount of multimedia advertisements and sales promotions as we will be well
recognized brand in the country.
September-October
We will sponsor a reality show or some short films and drama serials. Sponsor a show can be a
great and big advertisement for our product.

November-December
At the end of the year we will sign Joya Ahsan as our brand ambassador. We will make some
new television ads where Joya will be shown on those ads telling our consumers to buy Dove
soap because she also uses it.
9. Budgets
Budgets are always designed to make the expenses limited and to forecast the upcoming benefits
from the services you are going to offer. As the marketing plan is all about how to promote our
new upcoming products and services, so the budget designed here would also be according to
that. There would be a proper budget allocated by our bank to our marketing team to execute all
required marketing activities for the new services. The amount of budget varies each time so for
this time also different percentages of the whole budget may be assigned to the marketing
campaign for new promotional campaigns. As there lays a number of projects which Dove
focuses over simultaneously so budget would be around 10% to 15% of the overall companys
budget

9.1 Break Even Analysis:

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Here we have tried to analyze several price figures to determine the price that best suits our
product and the company. Break-even volume = Fixed/ (Price-Variable cost) = 800000/ (1800-
1632) = 3333 units
Break-even Expected
Price Total revenue Total cost Profit
volume sales units
Tk. 1800 3333 10000 18000000 17120000 880000
Tk. 2352 2564 18000 42336000 37520000 4816000

Total Revenue

Profit: Tk. 4816000

Total Cost
Taka 30
(Lakh) 25
20
15
10
8 Fixed Cost
0

2 345 2564

Sales Volume in Unit (Thousand)

10. Controls
Controls help management access result after the plan is implemented identity any problems or
performance variations and initiate corrective action. We are planning tight control measure to
closely monitor quality and customer satisfaction and relationship. We will take some survey
about our product and also take customers feedback. By customers feedback and survey we can

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know about our current market position and how can we improve our product or any other
problem the customer may face. By customers feedback we can take some step for eliminating
our problems and improving our product.

Conclusion
Dove initially emphasized on the functional aspects of the product by saying that it is a cleansing
cream which contains one fourth of the moisturizing. Later on, Dove shifted its positioning from
the functional benefit attribute to feel good attribute. Dove established various campaigns which
promoted the feel good factor not the functionality of the product. To prove the authenticity of
the campaign Dove uses elderly and obese models for the purpose of conveying the message.
Dove also uses the digital media for demonstrating the films in U-tube to show how the
perception of beauty varies. The films have demonstrated that a woman always perceive herself
less beautiful than actually she is. All these campaigns have promoted the self-esteem of the
woman and the campaigns are able to create strong emotional bonding with the woman segment.
This is how the brand establishes and creates its own footprint in the market.

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