Post on 16-Apr-2017
transcript
DOVEMARKETING PLAN
DIAN YUDICIA | ITS
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
INTRODUCTION: UNILEVER
INTRODUCTION: UNILEVERFood and Drink Home Care Personal Care
LiptonBen & Jerry’s
KnorrUnilever food
solutionsBecel, Flora
Wall’sBertolli
Hellmann’s AmoraBlue Band, Rama
OmoComfort
DomestosSunlight
CIFSurf
DoveSimple
Signal, Close UpSunsilkClearAxe
LifebuoyLux
VaselinePond’setc..
INTRODUCTION: DOVE
1940’s
1950’s
1960’s
1970’s
1980’s
1990’s
1990’s-now
Dove Bar was formulated
Launched in the market
Dove Beauty Bar was refined
Popularity increased as a mildest soap
Leading brand recommended by physicians
Dove Beauty Wash was launched
Extension of Dove's range of products
COMPETITION: DOVE
COMPETITION: DOVE
PRODUCT OFFERING: DOVE Beauty Bar and Body Wash Deodorant Hair Lotion Men+Care
KEY TO SUCCESS: DOVE committed to building positive self-esteem and inspiring women to reach their full potential strong brand image and protect it
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.
CRITICAL ISSUES: DOVE
Another Unilever brand, Lynx uses models as a staple of its advertising. It is also contrary with Dove's "Real Beauty" campaign.
CRITICAL ISSUES: DOVE 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.
CRITICAL ISSUES: DOVE
Preconceived notion that Dove is for older women.
CRITICAL ISSUES: DOVE
Dove's advertisements have been controversial among audience including issues of racism, nudity, and hypocrisy
CRITICAL ISSUES: DOVE
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.
MARKET STRATEGY: DOVEMISSION
Dove’s 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.
MARKET STRATEGY: DOVEMARKETING OBJECTIVE
Body Wash awareness Male consumer awareness Increasing Twitter activity Environmental Initiatives awareness stimulation
MARKET STRATEGY: DOVEFINANCIAL 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 Create a call to action for consumers to join the movement through website pledge that activate a donation by Dove for self-esteem awareness programs
MARKET STRATEGY: DOVETARGET MARKET
Male and Female 18-34 years old High income groups Upper middle class
MARKET STRATEGY: DOVEPOSITIONING
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
MARKET STRATEGY: DOVESTRATEGIES
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
MARKETING MIX: DOVEPRODUCTS
antiperspirants/deodorants body washes beauty bars lotions and moisturizers hair care facial care products
MARKETING MIX: DOVEPRICE
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)
MARKETING MIX: DOVEPLACE
MARKETING MIX: DOVEPROMOTION: ADVERTISEMENT MEDIA
MARKETING MIX: DOVEPROMOTION: ADVERTISEMENT MEDIA
MARKETING MIX: DOVEPROMOTION: TELEVISION, RADIO, INTERNET
(video: real beauty sketches, 2016)
CONTROL: IMPLEMENTATIONADVERTISING
October 2004
CONTROL: IMPLEMENTATIONTV 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
CONTROL: IMPLEMENTATIONWEBSITES
www.campaignforrealbeauty.com www.dove.com
CONTROL: IMPLEMENTATIONBILLBOARDS
CONTROL: IMPLEMENTATIONPANEL DISCUSSION
Indonesia women in Radio and Television Entertainment Television Interview
CONTROL: CONTINGENCY PLANNINGPROGRAMS
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
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
THANK YOU