Dove Marketing Strategy – Marketing Strategy of Dove: Unilever‘s flagship brand is it’s personal care and skincare brand Dove. The brand was launched by the MNC in 1957. Initially, products were only for women. Later on, the brand expanded its product line by making products for the Men and Baby segments.
Dove products can be found in over 21 countries and are sold by Unilever Ltd. in 80+ nations.
Due to its advertisements for Body lotion, which provoked racial discrimination, and its Campaign for Real Beauty, the brand has been in trouble.
Dove At A Glance – Marketing Strategy of Dove
Company : Dove
CEO: Suzy Sammons
Founder: Vincent Lamberti
Year founded: 1957
Annual Revenue: $20.5 M
Profit | Net income: $ 4 Million
Number of employees : 15,000
Products & Services: antiperspirants, deodorants, body washes, beauty bars, lotions/moisturizers, hair care, or facial care products. Dove is primarily made from synthetic surfactants, vegetable oils
Marketing Strategy of Dove
Dove’s Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of Dove? Let us discuss.
Dove Marketing Strategy – Segmentation, Targeting, Positioning
Dove has defined specific segments it must cater to, namely Men, Women, and Baby. These customers come from the upper-middle and middle-income classes.
The brand targeted customers from emerging countries with a selective targeting strategy.
Dove is positioned as a brand that provides skin care, beauty products, and moisturizing services. This helps customers to feel better about themselves and realize their true beauty.
Dove Mission Statement
“To ensure that the next generation grows up enjoying a positive relationship with the way they look—helping young people raise their self-esteem and realize their full potential.”
Dove Vision Statement
“To help women everywhere develop a positive relationship with the way they look, helping them raise their self-esteem and realize their full potential”
Dove Marketing Strategy – Competitive Advantage
Unilever is the most well-known brand in Consumer Goods, with more than 400 brands sold in more than 190+ countries and serving over 2.5 billion people every day. Unilever also owns 13 of the top 50 global brands.
R & D:
Dove is ahead of other beer brands in the market by tracking consumer sentiments and partnering with experts in the areas of Health& Nutrition, Psychology, and Body Image. 25 data centers around the world help to crack the inter-linkages relationship.
Dove Marketing Strategy – BCG Matrix
Dove has business segments like Skincare, Haircare, and Does.
It offers an entire portfolio of products for all customer segments. For men, women, and babies in the form of body wash. This business segment, along with hair care products, generates the majority of the brand’s revenue and is, therefore, a star in the BCG matrix.
The company’s Deodorant product segment is in trouble as they have a very strong presence in the antiperspirant segments competing with other National and International brands. This is a problem in the BCG matrix.
Dove Marketing Strategy – Distribution Strategy
Through initiatives like Kabisig, Shakti amma, and other smallholder farmers, the company works closely with them. The emerging markets, where there is rapid growth in migration and hygiene factors, account for 58% of the brand’s turnover.
The brand has been distributing the products through Wholesalers/distributors, Retailers, supermarket chains, and e-commerce websites.
The success of the brand’s distribution strategy is based on the fact that products are distributed via a network of 410 warehouses to 26,000,000 retail outlets around the world.
Dove Marketing Strategy – Brand equity
Dove’s brand strategy is 70:20:10. In this strategy, 70% of the new product’s rollouts take place on a global basis. 20% of the portfolio consists of local innovations that are marketed by global brands. 10% of the portfolio is hyper-local introductions to meet local tastes and requirements.
It began to associate with women’s stories through a self-esteem project to build the essence of the brand. This helped to change the perception of consumers about what makes them confident and beautiful.
Dove Marketing Strategy – Competitive Analysis
Dove’s parent company, i.e. Unilever is committed to creating sustainable value through the Unilever Sustainable Living Plan. This plan aims to be an -friendly,-friendly organization that has a positive social impact by highlighting the natural and nourishing benefits of Dove products.
The brand believes in being Glocal. 70% of its local management leaders are local to aid the brand’s growth into a truly Glo-cal brand.
Dove is well-known for its moisturizing properties, which keep skin healthy and soft. It is a competitor to brands like Nivea and Loreal.
Dove Marketing Strategy – Market Analysis
Dove introduced the Babycare Dove in 2017 in 19 markets. With the assistance of surveys and research findings, the company has been working on market development and product development to increase its presence in emerging markets.
Dove’s skincare and personal care segments have grown due to increasing awareness of hygiene factors, changing sociocultural thinking among customers as a result of social networking sites, and increased self-awareness in emerging nations.
Dove Marketing Strategy – Customer Analysis
Dove customers are those who care about their hair, body, and overall health. These customers are wealthy and want products that have no or minimal chemical effects on their hair/ body.
The majority of customers are between 15 and 50 years old. However, the brand targets women who are young and independent working women.
To educate customers about how the brand is changing social perceptions, the brand has launched several campaigns.
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