Dove Marketing's Presentation

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DOVE
Carrine Kezia Aulia | 102183022
Marketing Plan
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Introduction: Unilever
Established in 1930
One of Indonesia's Top Ten Companies
Anglo-Dutch multinational consumer goods company
Currently has more than 40 brands focused on health

and wellbeing, 14 of which generate sales in excess of
1 billion a year
173,000 employees (2013) in over than 100 countries

worldwide
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Food and Drink
Home Care
Personal Care
Lipton
Ben & Jerrys
Knorr
Unilever food
solutions
Becel, Flora
Walls
Bertolli
Hellmanns Amora
Blue Band, Rama
Omo
Comfort
Domestos
Sunlight
CIF
Surf
Dove
Simple
Signal, Close Up
Sunsilk
Clear
Axe
Lifebuoy
Lux
Vaseline
Ponds
etc..
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Unilever business facts:
Sold in more than 190 countries, generating sales of 51

billion in 2012.
Emerging markets now account for 55% of their business.
14 brands with sales of more than 1 billion a year.
More than 173,000 people work for Unilever.
Number 1 fast-moving consumer goods employer of choice

among graduates in 20 countries.
Winners of the prestigious 2013 Catalyst Award, which honours

exceptional business initiatives for women in the workplace.
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Unilever business facts:
Have reached 127 million with Lifebuoy handwashing programmes

since 2010, and 49 million people through our Brush Day and
Night oral care campaign during 2010-2012.
100% of palm oil purchases in 2012 were from sustainable

sources.
39% of all tea sourced comes from farms certified by Rainforest

Alliance.
The greenhouse gas footprint of the use of their products has

reduced by around 6% since 2010.
Over half of 252 manufacturing sites across the world send no

non-hazardous waste to landfill.
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Introduction: Dove
Dove Bar
was
formulated
1940s
1950s
Dove
Beauty
Bar was
refined
Launched
in the
market
1960s
Leading
brand
recommende
d by
physicians
1980s
1970s
Popularity
increased
as a
mildest
soap
Extension of
Dove's range of
products
1990s-now
1990s
Dove Beauty
Wash was
launched
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Market Summary: Dove
building positive self-esteem and insipiring women to reach their full potential
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target market
Demographic
Male and Female 18-34 years old
High income groups
Upper middle class
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target market
Geographic: this paper will focus only in America
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target market
Behavior
Aware of their health both physically and emotionally
Friendly and outgoing
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market needs
High
quality products
Products
that can enhance their health and well being
Moisturizing
products (rinses cleaner than soap,

leaving skin clean, soft and smooth)
Affordable
Easily
price
to buy the product
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market growth
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SWOT Analysis: Dove
strengths
Their motto is beauty should be for everyone
A commitment to quality for more than 50 years
Dove stresses strong family and emotional values
Strong emotional touch
High market share
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SWOT Analysis: Dove
strengths
Wins many awards
International brand recognition
World's top cleansing brand
Seasonal variety of soaps and lotions to body changes during

hot/ cold weather
Supported by the industry's longest-running medical program
Dove products are found in half of all homes in the US
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SWOT Analysis: Dove
strengths
Dove has strong media presence on facebook
(almost 20 million likes), Twitter (more than 105,000 followers),

etc
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SWOT Analysis: Dove
strengths
By teaming up with the Dove Self-Esteem Fund that was created

in order to encourage and inspire girls to learn a new meaning
of beauty and aim to reach 15 million young women globally by 2015.
They have reached 9 million so far.
Large variety of products
Rewards program
Has a well integrated marketing strategy: covering a wide range of
mediums
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SWOT Analysis: Dove
strengths
Product list encompasses wide consumer base comprised of women

of various ages
Leading brand for bar soap with a 40.5% market share
According to the Mintel database, Dove is the most bought brand for
bar soap and body wash
The Ad makeover social media push allows users to send encouraging

messages to their friends and loved trough Facebook that combat the
negative messaging that girls are surrounded by in the media
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SWOT Analysis: Dove
strengths
"Show us your skin" campaign is allowing women of all ages

to show
the world the beauty of their skin and encouraging them to
help
define what Dove really is and what it stands as a brand
The mother group, Unilever has a wide variety of products

and brands
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SWOT Analysis: Dove
weaknesses
Strong competition
High marketing expenses
Many critics of real beauty campaign
Unilever's portfolio affects Dove's authenticity and credibility
Target market - Upper middle class, while their motto is

"beauty should be for everyone"
The price tends to be higher than its competitors
Products tested on animals
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SWOT Analysis: Dove
weaknesses
Low consumer awareness of Dove Insider rewards program
Low consumer awareness of these esteem tools and selfesteem fund
Low market share in the deodorant category compared to its

competitors
Males do not buy Dove products as mush as women
Preconceived notion that Dove is for older women
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SWOT Analysis: Dove
weaknesses
Advertisement have been controversial among audience

including
issues of racism, nudity and hypocrisy
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SWOT Analysis: Dove
opportunity
Key partners (in the US, Dove supports the work of the Girl Scouts
of
the USA, Girls inc., and Boys & Girs Clubs of America)
Dove hosts self-esteem events through Girl Scouts of America and

other global partners
Unilever operates in more than 100 countries and sales in more

than
180 countries
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SWOT Analysis: Dove
opportunity
Body wash is the leading segment in the market, with $1.9 billion in
sales (2011 estimates), up 2% from 2010
Non-deodorant soap trails body wash in estimated 2011 sales at

$1.2 billion, reflecting 4.7% growth over 2010 sales of $1.1 billion
Men's participation in the body care category increased

significantly
from 2011-2012. Whereas 58% of men
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SWOT Analysis: Dove
threats
Bad economy condition, people are tend to buy things they are
need,
not they are want
Large variety of products in the market category and consumers are

willing to change brands. Dove has short-live products that are
disposable
Media has portrayed Dove's real beauty campaign is hypocritical
Competitors, such as St.Ives do not test their products to animal
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SWOT Analysis: Dove
threats
False beauty in advertising and the pressure to look good
Hypocritical advertising of sensitive skin and fragrance free

products. The ingredients are not all natural and could cause
skin
irritation
Low market share for deodorant, especially among men
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SWOT Analysis: Dove
threats
Sales of body care products (lotion) declined by 10% from 2007-2012
The US Market for soap, bath, and shower products experienced

only 2.1% growth in estimated 2011, after declining 1.5% in 2010
Dove accused too provocative in their ad campaign
Most issues have to do with Unilever rather than Dove, and any
involving Dove touches upon mislabeling or false claims related to
hair products
Risk of being a brand for "fat girls"
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Competition: Dove
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Competition: Dove
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Product Offering: Dove
Beauty Bar and Body Wash
Deodorant
Hair
Lotion
Men+Care
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beauty bar
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body wash
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deodorant: clinical protection
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deodorant: solid
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deodorant: body mist, roll on, and aerosol
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hair care: shampoo
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hair care: conditioner
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hair care: treatment and style+care
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lotion
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men+care
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Key to Success: Dove
committed to building positive self-esteem and inspiring

women
to reach their full
potential
strong brand image

and protect it
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Critical Issues: Dove
Unilever, Dove's mother group, also

produces Fair and Lovely, a skin-lightening
product targeted at dark-skinned women in
several countries. It is a contrary with
Dove's "Self-Esteem" campaign.
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Another Unilever brand, Lynx uses

models as a staple of its advertising.
It is also contrary with Dove's "Real
Beauty" campaign.
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Unilever also
produces Axe
brand of
deodorants, which
uses "idealized"
female stereotypes
to market products
towards young
men. It is makes
Dove's campaign
for Real Beauty
seem highly
hypocritical in
contrast.
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Preconceived notion that Dove is for older

women.
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Dove's advertisements have been controversial

among audience including issues of racism, nudity,
and hypocrisy
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False beauty in advertising and the pressure to look "good".
Dove accused of being too provocative in their ad campaign.
Dove ingredients are not all natural and could skin irritation.
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Market Strategy: Dove
mission
Doves Social Mission is to help encourage girls to develop a

positive
relationship with beauty, helping to raise their self-esteem
and thereby enabling them to realize their full potential.
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marketing objective
Body Wash awareness
Male consumer awareness
Increasing Twitter activity
Environmental Initiatives awareness stimulation
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financial objective
Increase sales of Dove beauty products and new product lines
Create dialogue, debate, and discussion about the true meaning

of beauty
Attract national TV and print media coverage
Gain local press attention in the hometowns of models featured

throughout the campaign
Drive users to the CFRB Web site to share their thoughts and
opinions about the campaign and beauty stereotypes
Create a call to action for consumers to join the movement

through website pledge that activate a donation by Dove for selfesteem awareness programs
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target market
Male and Female 18-34 years old
High income groups
Upper middle class
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positioning
as a brand that listens to their consumers wants and

needs while providing them with a reliable product
as being one that cares about the prosperity and care

of their consumers while breaking the mold of a false
sense of reality
are known for their soft and cleansing qualities
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strategies
to make its brand known as a social change (in a good

way)
places the responsibility for becoming a real beauty

back on to girls and women
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Marketing Mix: Dove
products
antiperspirants/deodorants
body washes
beauty bars
lotions and moisturizers
hair care
facial care products
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Marketing Mix: Dove
price
Dove Winter Soap Bar: $8.49 per pack (6 bars per pack)
Dove Body Wash Deep Moisture: $7.29 (24 oz)
Dove Damage Therapy Daily Moisture Shampoo: $6.99

(25.4 oz)
Dove Shea Butter Cream Oil Body Lotion: $7.29 (13.5 oz)
Dove Men+Care Body & Face Wash, Clean Comfort: $5.39

(13.5 oz)
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Marketing Mix: Dove
place
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Marketing Mix: Dove
promotion: advertisement media
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Marketing Mix: Dove
promotion: advertisement media
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Marketing Mix: Dove
promotion: television, radio, internet
(video: Little Girl campaign,

2006)
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Marketing Mix: Dove
(video: camera shy, 2013)
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Marketing Mix: Dove
(video: real beauty sketches, 2013)
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Market Research: Dove
US, Britain, and Canada
2% of these woman describe themselves as beautiful
About 3/4 of them rate their beauty as "average"
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Almost 1/2 of them think their weight is "too high"
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When I feel less beautiful, I feel worse about myself in

general.
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13
12
%
17
%
13
%
of all women say they are very satisfied with their beauty
with their physical attractiveness
with their facial attractiveness
with their body weight and shape
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90
67
%
61
%
91
%
of all women 15-64 worldwide want to change at least one

aspect of their physical appearance (with body weight
ranking the highest).
of all women 15 to 64 withdraw from life-engaging activities due
to feeling badly about their looks (among them things like
giving an opinion, going to school, going to the doctor)
of all women and 69% of girls (15 to 17) feel that their
mother has had a positive influence on their feelings
about themselves and their beauty.
feel the media and advertising need to do a better job

of representing realistic images of women over 50.
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97
%
60
%
87
society is less accepting of appearance considerations for

women over 50 compared to their younger counterparts,
especially when focused on the body.
of women believe that if magazines were reflective of

a population, a person would likely believe women
over 50 do not exist.
of women believe they are too young to be old
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Financial: Unilever
turnover and underlying sales growth
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Financial: Unilever
turnover and underlying sales growth
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Financial: Unilever
operating profit
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Financial: Unilever
operating profit
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Financial: Unilever
research and development, advertising and
promotions
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Control: Implementation
advertising
October
2004
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tv commercial
Commercial aired during the Super Bowl 2006
Commercial aired on February 2005 and had its world

premiere as part of Donald Trump's "The Apprentice".
Dove Campaign for Real Beauty
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websites
www.campaignforrealbeauty.com
www.dove.com
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billboards
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panel discussion
American women in Radio and Television
E! Entertainment Television
Woodhull Institute for Ethical Leadership
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interview
Good Morning America
The Today Show
The Early Show
The Ellen DeGeneres Show
The View
The Oprah Show
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the dove self-esteem fund
Dove funds programs that raise self-esteem in girls and

young women.
In the US, the Dove Self-Esteem Fund works through

the Unilever Foundation to sponsor uniquely ME!, a
partnership program with Girl Scouts of the USA.
Uniquely ME! helps girls ages 8-14 build their selfconfidence through activities and programs.
The Fund also supports BodyTalk, an educational

program for schools in the United Kingdom and
Canada.
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programs
Program for Aesthetics and Well-Being at Harvard

University
Global touring photography exhibit, Beyond Compare,

Women Photographers on Beauty, showcasing diverse
images of female beauty from 67 female
photographers, and showing beauty beyond
stereotypes.
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Control: Contingency Planning
programs
Bad economy condition, people are tend to buy things they

are need, not they are want
Large variety of products in the market category and

consumers are willing to change brands. Dove has short-live
products that are disposable
Media has portrayed Dove's real beauty campaign is

hypocritical
Competitors, such as St.Ives do not test their products to

animal
False beauty in advertising and the pressure
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Conclusion and Suggestion
Dove was able to understand the feelings at the core of

their audience. They connected on an emotional and
personal level with women of many nationalities, races,
beliefs, sizes and ages
Dove became the trendsetter, innovator and a breath

of fresh air in the beauty industry
Dove challenged the industry to see women as they

really are: beautiful in their own unique way
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Conclusion and Suggestion
The Campaign for Real Beauty shattered the stereotype

of the size zero, blonde, perfect model
Dove Campaign for Real Beauty is one example of good

campaign, which can enhance product's brand image.
The campaign is not only tries to sell and promote the
product, but also has its own value. This strategy
makes Dove known as valuable brand to its customers,
that concerned about social change.
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THANK YOU

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Carrine Kezia Aulia | 102183022

One of Indonesia's Top Ten Companies

Anglo-Dutch multinational consumer goods company

Currently has more than 40 brands focused on health

173,000 employees (2013) in over than 100 countries

Unilever business facts:

Sold in more than 190 countries, generating sales of 51

Emerging markets now account for 55% of their business.

14 brands with sales of more than 1 billion a year.

More than 173,000 people work for Unilever.

Number 1 fast-moving consumer goods employer of choice

Winners of the prestigious 2013 Catalyst Award, which honours

Unilever business facts:

Have reached 127 million with Lifebuoy handwashing programmes

100% of palm oil purchases in 2012 were from sustainable

39% of all tea sourced comes from farms certified by Rainforest

The greenhouse gas footprint of the use of their products has

Over half of 252 manufacturing sites across the world send no

Male and Female 18-34 years old

High income groups

Upper middle class

Geographic: this paper will focus only in America

Aware of their health both physically and emotionally

Friendly and outgoing

that can enhance their health and well being

products (rinses cleaner than soap,

to buy the product

Their motto is beauty should be for everyone

A commitment to quality for more than 50 years

Dove stresses strong family and emotional values

Strong emotional touch

High market share

Wins many awards

International brand recognition

World's top cleansing brand

Seasonal variety of soaps and lotions to body changes during

Supported by the industry's longest-running medical program

Dove products are found in half of all homes in the US

Dove has strong media presence on facebook

(almost 20 million likes), Twitter (more than 105,000 followers),

By teaming up with the Dove Self-Esteem Fund that was created

Large variety of products

Has a well integrated marketing strategy: covering a wide range of

Product list encompasses wide consumer base comprised of women

Leading brand for bar soap with a 40.5% market share

The Ad makeover social media push allows users to send encouraging

"Show us your skin" campaign is allowing women of all ages

The mother group, Unilever has a wide variety of products

High marketing expenses

Many critics of real beauty campaign

Unilever's portfolio affects Dove's authenticity and credibility

Target market - Upper middle class, while their motto is

The price tends to be higher than its competitors

Products tested on animals

Low consumer awareness of Dove Insider rewards program

Low consumer awareness of these esteem tools and selfesteem fund

Low market share in the deodorant category compared to its

Males do not buy Dove products as mush as women

Preconceived notion that Dove is for older women

Advertisement have been controversial among audience

Dove hosts self-esteem events through Girl Scouts of America and

Unilever operates in more than 100 countries and sales in more

Non-deodorant soap trails body wash in estimated 2011 sales at

Dove Marketing's Presentation

Dove Marketing's Presentation