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