Dove

Its target market is female and the range covers all sorts of skin and hair products.
Dove had enjoyed steady sales up to 2004, but it’s a very ambitious brand and
competition was fierce. Furthermore, they are launching a new range of firming
products.

Target Audience: All women, all ages and of all sizes.

Marketing plan for dove

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Marketing plan for dove - Presentation

Transcript
1. 10 STEP Marketing Plan for (DOVE) Leeyhan Frank Dizon October 2010
2. 5 Steps for Part 1 (PTM and Positioning)
o Dove’s PTM are Women, 25 – 40years old, ABC1 of all shapes and
sizes.
o Who wants to experience “what real beauty is all about”
o Can choose Olay, Palmolive, Safeguard, Likas Papaya Soap, etc.
o Gap is all other brands focusing on providing moisture and cleansing
the skin.
o The market size is As of 2009, 13B market. Projected to be at 15B by
2011
3. 5 Steps for Part 2 (Marketing Mix & Strategy)
o The White Bar. Its simple promise: “Dove is not a soap: it does not dry
skin” It has ¼Moisturising Cream and gentle cleansers
o 160index versus category average (after the price-drop this year).
o Free tv, but heavily present in cable tv and print, PR (press lunches,
special activities with different personalities, tie-ups with different
establishments (i.e. Chelsea), digital (Facebook site, Dove website,
banner ad placements).
o Only distributed in selected stores (depending on the where the target
market goes). Bulk of the business comes from supermarkets,
department stores and selected drugstores.
o Uses a niche approach to win.
4. Positioning to the Primary Target Market Part 1: Steps 1 to 5
5. 1. Dove’s primary target market (PTM) are women of all shapes and sizes
o Demographics (16-50, Female, working and social class, high income
groups & upper middle class)
o Especially targets the working women as they have busy schedules and
cannot take out time for themselves so by using one soap they can get
the benefits of a soap as well as a moisturizer.
o Behavior (2x daily to feel clean and to have moisture all over)
6. 2. As a woman, I need the ff:
o As a woman, I am at my happiest if my partner accepted the real me
(Self-actualization need)
o I use Dove because I need to be loved regardless of how I look and
feel.
o Everytime I use Dove, I expect that I’ll have clean, soft and
moisturized skin in order for the people around me to appreciate the
real beauty in me.
7. I need to be Loved despite My age, shape And size I am at my happiest if I
have a partner who accepted the real me I feel confident if they see the real me
8. 3a. Dove has many formidable competitors
o Direct: Olay, Palmolive, Safeguard, Garnier, Belo, Likas, Silka
o Indirect: Body Wash, Body Scrubs, Whitening Soaps, Body Gel, 3 in 1
soaps.
o Variables: Age, Price, packaging, specific use, convenience of use,
availability, Occasion of use, purpose, size, popularity, endorser and
brand.
9. Dove is #1 in niche: beauty soap brand
o The world's number 1 cleansing brand with double-digit growth
o Sales of over €2.5 billion a year in over 80 countries
o Outsells all other skin care bars combined
o Over 1 billion showers taken with Dove products in the US each year.
10. Competitive Positioning Map (Brand Matrix) Major Players in the soap
category Properties Dove Olay Safeguard (beauty variant) Likas Papaya Block
and White Palmolive Naturals Moisturizes the Skin Have anti-bacterial
properties 1/4 moisturizing cream Anti-ageing properties
Gentle Cleansers Does not dry the skin Easily absorbed by the
skin Whitens the Skin Blocks Irritants Can be used all-
over the body For women of all ages Sunscreen Protection

11. Dove has a very strong presence in the niche market.

o Dove is positioned as a personal care brand.
o Dove soap positions itself not as a soap but as the mildest bathing bar
containing ¼ the moisturizer.
o Points of differentiation:
o - maximum moisturizing content.
o as the ad campaign of Dove says that you can use it on half of your
face and see the difference.
o Image differentiation: it is now considered as a “moisturizing bar” and
“beauty bar”.
12. 5a. According to reports, beauty market is $2.2 billion MARKET SOURCE:
http://www.cosmeticsbusiness.com/technical/article_page/South_East_Asia_-
_strength_in_diversity/57169
13. 5a. UNILEVER as a world-wide leader in consumer goods
14. 5a. UNILEVER as a world-wide leader in consumer goods
15. 5b. Based on Unilever data, where Dove share is 3.5%, total market size is $2
billion
o Unilever Philippines data: Dove sales is $.7 million
o Unilever claims market share of 45%
o Then total personal market size is $.7 billion/0.45 = $billion
16. 5c. Consumer data indicates a size of Php2 billion
o Soap Usage:
o 18 million households buying Dove twice monthly and uses it twice a
day which is .30 grams per day
o 18 M x 2 x .15 X 365 = Php 2 billion
17. 5. Concluded that soap market is Php15 billion
o Competitor data= $2.26B
o Company data = $1.07 B
o Usage data = Php 2 B
18. The Marketing Mix Strategy Part 2: Steps 6 to 10
19. Product Shot of Dove
20.
21. The Competitors in the soap industry
22. In depth analysis: Dove
o Dove is primarily made from synthetic surfactants , salts of vegetable
oils ( sodium palmate from palm kernel) and salts of animal fats
( sodium tallowate from cow's fat).
o Dove contains animal fat ( tallow ) and for this reason some vegans
may refrain from using it. Dove is formulated to be pH neutral, a pH
that is usually between 6.5 and 7.5.
23. Product Ingredients
24. Product Description and variants
25. 7. Price- Dove is 60% premium priced in 1 size only.
o Dove (any variant) 100 grams = Php. 40.00 (SRP)
o It is currently at 160index versus category average (60% more
expensive).
26. Promo (Real Beauty Campaign)
27.
28. Tie-ups with bloggers (on-line marketing) Use of Interactive website and
social networking
29. 8b. Competitor promo Olay Total Effects Swap Ticket discount for Belo
Essentials purchase
30. Yaman sa Kalusugan Promo Block and White Step into the light promo
31. Competitor’s Product Commercials
o Safeguard’s “Gloves” Commercial
o http://www.youtube.com/watch?v=rulrQ-X1QUA
o Olay’s Age Defying Body Bar Commercial
o http://www.youtube.com/watch?
v=RiGkZzKhtbY&p=08F8D9D4AC2FF4C0&playnext=1&index=12
o Palmolive’s Natural Beauty Commercial
 o http://www.youtube.com/watch?v=cy-WPxH8mNA
32. 9. Dove is distributed nationwide using Unilever distibution network
 Only distributed in selected stores (depending on the where the
target market goes). Bulk of the business comes from
supermarkets, department stores and selected drugstores.
 Available Nationwide
33. 10. Dove is a niche leader in terms of personal and beauty care market
o 45% of the size of the market is beauty soaps. Despite being a niche
brand, given its pricing, it still has a big opportunity to grab more
share. Only Dove goes beyond cleansing by offering real care one can
feel and see.
34. SUMMARY
35. 5 Steps for Part 1 (PTM and Positioning)
o Dove’s PTM are Women, 25 – 40years old, ABC1 of all shapes and
sizes.
o Who wants to experience “what real beauty is all about”
o Can choose Olay, Palmolive, Safeguard, Likas Papaya Soap, etc.
o Gap is all other brands focusing on providing moisture and cleansing
the skin.
o The market size is As of 2009, 13B market. Projected to be at 15B by
2011
36. 5 Steps for Part 2 (Marketing Mix & Strategy)
o The White Bar. Its simple promise: “Dove is not a soap: it does not dry
skin” It has ¼Moisturising Cream and gentle cleansers
o 160index versus category average (after the price-drop this year).
o Free tv, but heavily present in cable tv and print, PR (press lunches,
special activities with different personalities, tie-ups with different
establishments (i.e. Chelsea), digital (Facebook site, Dove website,
banner ad placements).
o Only distributed in selected stores (depending on the where the target
market goes). Bulk of the business comes from supermarkets,
department stores and selected drugstores.
o Uses a niche approach to win.
37. 10 STEP Marketing Plan for (DOVE) Leeyhan Frank Dizon October 2010