Dove

Dove

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  VIETNAM NATIONAL UNIVERSITY– HO CHI MINH CITY INTERNATIONAL UNIVERSITY SCHOOL OF BUSINESS
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  VIETNAM NATIONAL UNIVERSITY– HO CHI MINH CITY INTERNATIONAL UNIVERSITY SCHOOL OF BUSINESS Group 9 Claudia Garcia Cachno Nguyen My Linh Dinh Pham Kieu My Nguyen Tran Dieu Dang Ta Khanh Linh Tran Hoang My Linh Lecturer: Dr.Trinh Viet Dung
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  I. BACKGROUND 1. History 2.Brand Portfolios 3. Brand Extensions Strategy II. BRAND INVENTORY 1. Brand Elements 2. Pricing 3. Distribution 4. Marketing III. BRAND EXPLORATORY 1. Brand association 2. Brand Resonance Pyramid 3. SWOT analysis 4. Competitors Analysis 5. Customer Analysis IV. STRATEGIC RECOMMENDATION 1. Positioning 2. Brand mantra V. TACTICAL RECOMMENDATIONS VI. REFERENCES
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  HISTORY The brand Dove®started running up in 1957 in The United States with their revolutionary beauty bar for facial cleaning. Even though the actual beginning of Dove as a brand was in the 1957, their origins go back to the Second World War when the American army introduced moisturizing lotion on their soaps to clean and assist the injured Twelve years later, once the War was ended, the Lever Brothers using the same formula revolutionized the female beauty market. Apparently same as the other soaps but the incorporation of moisturizing lotion and the pH neutral had made the Dove’s soap a daily luxe. That was the very beginning of the brand who takes a dove of peace as its logo and name. The success was immediate in a few years it become one of the most popular brand of the world. In the 90's Dove started its international expansion and in 2010 run up the male line, Dove men care. Today, 60 years after its launch, Dove is selling around 130 products per seconds in 137 different countries around the world. Brand identity Brand personality Market segmentation The overall strategy of this marketing campaign was to invalidate the beauty myth and simply claim that Dove brought out the real and natural beauty of a person. Ordinary women and girls were used on ads, interviewed about their self- esteem, and in one case put through a filmed beautification process to show the artificial transformation from plain to glamorous. -Feminity and mildness: the name of the brand, the logo and even to the tagline as well as the products, everything about it is simple and feminine. -Self acceptance and confidence: highlights the commitment to break down stereotypes and enabling women to celebrate real inner beauty and beauty at every age. Dove logo -Logo of Dove is a perfect representation of softness gentleness and sophistication -The image of dove or peace pigeon symbolizes the purity and softness of dove in its products -In honor and memory of its original use: serve the navy. Dove segments the market on the basis of: - Demographic Segmentation. Under this segmentation, Dove focuses on Women of all age groups above 18, who use beauty products, who are well aware about beauty and care for their skin and women who have high purchasing power and belong to upper middle class. - Psychographic segmentation: Dove aims to create a psychology in women where ‘beauty’ incorporates all ages, body shapes and sizes. ‘You are beautiful the way you are’ is the message Dove promotes and wants every woman to believe.
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  Dove Product Portfolioincludes Beauty Bar and Body Bar Dove has been enlarging their number line of products including Body wash and Beauty bar, skincare, Antiperspirant Deodorants, Hair Care, Dove Collection. In addition, Dove has well done in enlarging their products including 5 variants (Dove for Women) Related to their campaign’s message that is women must be beautiful in someway. Dove products are invented to revolute women’s standard of beauty so definitely whenever they launched new product, they would get the strongly purchasable ability. This inspiration of customer will belong to their Dove products. BRAND PORTFOLIOS BRAND EXTENSION STRATEGIES Line Extension Originating with clearing cream for female only, Dove has extended line into body wash, shampoo, antiperspirants, deodorant, etc. Not only for women, it also provides for men and baby named Dove Men+Care and Dove Baby respectively. Each line extension targets on fixable segmentation that boosts the company make more, sell more and enhance their position. Since Dove launched the first products, Dove for women was become the original of Dove brand which consists almost half of variants of Dove. As the dominating of number variant, Dove for women brand is leading the movement and operation of Dove brand. Also it is kind of pedal to branding Baby Dove and Dove Men+Care. Appeared in 2007, Dove inaugurated Baby Dove that belongs with the significance means “ Real mother help”. Vice President of Skin Cleansing for Dove named Nick Soukas Said “Baby Dove wants to help build parents’ confidence and encourage them to trust their way when it comes to doing what they think is best for their baby and themselves”. With that engagement, Dove succeed in building the new range of baby care products that goes beyond mildness to help replenish essential moisture and nutrients in baby’s skin. In 2010 Dove ventured to entered the men care market which is the trendy of men beauty care in some countries like UK, US that time. Dove Men+Care quickly became one of fastest growing men’s groom. Launching Dove Men+ Care help Dove innovate their portfolio strategy and customer insights. A lot of achievement of extending variety of segments resulted the strongly aggressive global brand that presents in over 80 countries. It’s continuously expected to be leading the beauty care market.
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  As the mostof brand closing with women customers, Dove is branding their name to be a symbol of cleanliness, purity and innocence which gives the customer the ability to aware Dove as a pioneer innovate their awareness about the beauty in themselves. The success of those strategies helped them a lot in building up the brand name and enlarging product also. Brand Element As the original of women beauty industry, Dove is named as a dominating in the number of diverse products for non-gender in beauty care industry nowadays. The more success of Dove feminine branding, the more customer favors the products. Dove has well done with building the brand portfolio and brand image as well. Pricing Strategy Dove multi- variant including: Body wash and Beauty Bar; Skin Care; Antiperspirant Deodorants; Hair Care; Dove Collection. Those are all of Dove products which are expected continually go on ensuring the quality of all resources,technologies, experiences and image as well as those things have been building for all period exiting. As a premium product in the beauty care market, Dove has worked on a well- integrated pricing strategy for all products by keeping its pricing policy reasonable as high as quality indicators. Dove products are priced a bit higher compared to others competitors, but it has created a strong corporate customer that came from the successful community policies. Borrow the Women image, Dove has built high-end product which most women are willing to pay a few extra bucks on personal care products that exposes the way they love themselves. Depending the living cost of each country, Dove tried to mortify pricing policy as well-integrated price as their effort. Generally, Most Dove good just costs around $1.5-6$ and reach the highest price which is around $15-$20. DistributionDove tends to use its advertising and campaigns to convince the customers who are the middle and upper class. Focus on enhancing the distribution channels to minimize extra fee of the retailers. Dove follows the chart process: This chart illustrates that The HUL’s product would be divided into CSD Canteens, Retail Outlets and Modern Trade through C&F(cost and freight) and almost 2500 redistribution stockists which is management of operation between the stockiest and retailer Major types of store retailers: • Department stores • Supermarkets • Convenience stores • Kiosks • Chemists • Superstore Tills now, Dove has offered various services to each of its channel partner and its achievement is 2,000 suppliers and 2000 distributors serve 37 factories reaching 6.3 million outlets. Amazon, Alibaba, eBay, and other e-commerce companies are the essential partners dramatically helping Dove boost their revenues and get rid of the vast inventory goods in some situations.
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  Marketing Advertising Different from commonbrands, Dove are trying to enlarge their campaigns to female customers by the meaning massages inspiring women to be own their sense of beauty and does sponsor some events. Typically, Dove has done the Real Beauty campaign since 2000, and Self-Esteem since 2002, those are focused predominately on spreading out the story about brand’s responsibility to carry a tangible, measurable results. Dove also runs advertisements on various media channels as TV, Magazines, Newspapers, Facebook, Twitter etc, but they might not overusing supermodel as ambassador what competitors are doing on. Actually, Dove has been attempting showing beauty in ordinary people and build buddy relationship with women staying all corner of the earth. Dove was able to create multiple Social Media profiles to communicate with their customer through Dove Facebook, Instagram, Twitter, Google+ and YouTube…to closer with customer, also expanded their events, campaigns, messages widely. Social Activities The most successful campaign names Real Beauty 2007. Its message was that women’s unique differences should be celebrated. Dove works on expanding the key message through a various communication channels, which involve TV commercials, magazine spreads, talk shows, and a worldwide conversation. Along with social psychological perspective, this event is attempting to build the relationship to customers by connecting with a sense of the appearance and self-confidence. Typically, there are some meaningful activities: - “Dove Self-Esteem Project”: With the joining of more than 625,000 teachers and more than 1.5 million parents. They have already helped 40 million young people in 138 countries develop and increase body confidence and self-esteem themselves. But we won’t stop there. They expect to reach 20 million more by 2020. - “ My Beauty My Say” is a kind of workshop to share their stories of how they to be beauty, how their view of beauty they think is, etc. All of things to help people open their mind by communicating with Dove and sharing your amazing stories as well. Sponsorship Dove already has a lot of both official and event sponsor partners who willingly belong to Dove campaigns all time. There are some durable sponsor companies: -All Walks Beyond the Catwalk: co-produced the first Body Confidence Awards from parliament in 2011 -Bare Minerals: The inspiring Be Real Campaign, they also hosted the first Free Be Real Panel event in London on 1st September 2015 and supported the third Be Real campaign. -The Government Equalities Office supports the Be Real Campaign to help young people beyond the effects of low body image, so they are willing to join Dove Real Beauty campaign as a loyal partner. -N Brown Group PLC relates to Be Real campaign to inspire women to make them feel more comfortable and confident in shopping for fashion for AW14 and beyond. -At New Look promotes a healthy and positive thinking about people look as a sponsor companies with Real Campaign.
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  Marketing Current Marketing Campaigns Through13 years of marketing campaign centered on body image and self-esteem in it commercials. At all times, Dove has developed the same marketing projects for all its products. This is attentive to enlarge the definition of revolution of beauty standard for all women, such as “Real Beauty”, “Fat or Fab”, “ad makeover”, etc, those had been extremely well done and helped Dove largely attributed to its brand building which attempts to create empowering women. Typically, in 2010, Dove got 45% of population of UK buying Dove product and more than 10 million women using Dove per week as well. Here are some recent campaigns of Dove: “Choose Beautiful” 2015 “My beauty My say” 2016 This campaign has reviewed more than 6,400 women in 20 countries by giving them the choices walking through “Beautiful” door or “Average” door. For 96% women not judging themselves beautiful but 80% believed every woman having own their beauty. That’s way of success of “choose beautiful “campaign, “Dove wanted to inspire women to seize the opportunity to choose what makes us feel beautiful everyday — because when we do, it unlocks confidence and happiness.” With 10,500 women in 13 countries joining the interview created own their beauty to make woman more confident even who they are, how they look, how old you are through compassion stories of awesome women. “They said… Only skinny girls can dress well. I said… I’m going to wear whatever makes me feel good.” Is the message would be conveying via this activity. Till the current ad showing a black woman turning herself white after using Dove’s lotion was exposed on October 2017, this would be an obviously serious mistake is history of dove marketing program. A lot negative consequence of racial discrimination against indicated through that video. Even sincerely apologizing, Reinstatement of Dove image properly costs a long time attempting to continuous on promotional tools. Poster campaign, Banners, flyers, Advertisement in new papers & magazines, E-mails and Direct marketing are all of tools would be using to engrave the brand awareness and information promotion as well as the brand’s vision and messages to customer’s knowledge.
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  Brand association Dove hascertainly earned positive customer feeling towards its brand image since the “Real Beauty Campaign” kick-started in the 1960s leveraging the wave of feminism in the United State. The “Real Beauty campaign” remains in Dove’s branding strategy on to this day, helping Dove achieve one of the most valuable positioning in the market. An online survey reveals that while only 17% of customers chose Dove at the store, 71% of these first -time customers remain consistent with their choice of brand for return visits. Dove is positively associated with being “women empowering”, “social responsible” and “innovative” while its products are tagged to give out “healthier look”, “soft/smooth”, “fresh” and “great scene/smell”. In the other hand, Dove also receives questions for the connection between the ads and the products, doubts for its sincerity towards “real beauty”, and hence, there is also criticism for the brand’s hypocrisy with the marketing campaigns. According to the Cone Millennial Cause Study, 79% indicate they’re likely to purchase a product from a company they consider socially responsible. To this aspect, Dove’s persistence to its long-term strategy has certainly paid off when their campaigns ignited debate about women’s beauty and self-esteem all over the world. The way Dove pursuits their message sometimes is (intendedly) controversial but still generally successful. This fact has brilliantly made Dove more intimate to women empowerment than any other beauty brands by portraying both paths equally challenging and inspiring. While Dove seems to stand out and be welcomed by worldwide women, the group of youth remains a segment the brand has yet to communicate effectively with. In Dove Global Beauty and Confidence Report, 67% of girls (from 13 different countries) are negatively affected with low self -esteem and pressure of unrealistic advertised physical appearance. Brand Resonance Pyramid Worldwiderecognizable: Largebeautycarebrand Originalproducts Popularforan�- dryingformula:¼ moisturizing cream/oil/solu�on TrueImage “Realand ordinary”beauty withrealwomen images.Feminine. Authen�cityand humanity. Qualityanddifferent Goodproducts.Social responsible,crea�ve, respec�ul. Empowering Self-loveand innova�ve,modern. Feelingofhappiness Inspira�on Highloyaltyanda�achment. Consistencepurchase. Redefining“beauty”. Dove’s Brand Resonance Pyramid shows a stronger right- side and a consistence strength from bottom up. The brand achieves huge success in attaching and conveying emotions and feelings to the brand, especially about self-esteem for women, hence leading to tight connection with customers, loyalty and consistent purchase intension for its products. Dove focuses on one highlight of its beauty care products – moisturizing, and in general, Dove’s moisturizing attributes can meet customer satisfaction. However, the brand should go beyond to balance two sides of the pyramid to reach higher loyalty and affiliation.
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  SWOT analysis Strength With theright message, Dove’s marketing campaign successfully created the buzz in the market with simple ads cost less than their competitors’ spending in advertising. Strong brand image together with mass resource from Unilever put Dove at great place to be in the market. Weakness Dealing with certain critics for the authenticity lying in Dove’s “real women, real beauty” campaign, Dove loses points from customers, especially when Dove’s close relative – HUL’s Axe – promotes a complete opposite view on women. Moreover, high class women associate Dove as products for “average, non-ideal women” without the ability to enhance their appearance – causing Dove to lose a valuable group. Marketing campaign aside, selection of target market and pricing strategy limit Dove’s reach: price-sensitive consumers and non-metro citizens are not in favor of Dove. Opportunity Conscious for beauty care is raising in both men and women as the effect of advertising communication. Women are growing demands for natural products and more and more women favors brand that conveys positive meaning and feminism. Dove can easily cover these market with its products. In addition, teenagers and young adults’ familiarity with beauty products are also a great opportunity for Dove to continue exploring. Threat Dove’s most differentiable asset – “real women” – is being copied by competitors demanding Dove to think- ahead for solution for time the brand would completely lose this asset. Lastly, even though the brand image is strong, the product is in a much less stable spot since customers can easily substitute Dove with specialized product in cleaning (soap) and smoothening (cream). • Distinctive product design: soap and cream formula for cleaning and smoothening • Embracing “real and natural beauty” in campaigns – creating positive image • Cost effective marketing – without using celebrities • Access to HUL’s resource and distribution channel in more than 80 markets • High market share • High price limiting target consumer base • Brand image blocking chances to promote certain products • HUL’s portfolio damaging Dove’s authenticity and credibility • Critics and doubts on Dove’ “real beauty” campaign • Association with “average women” • Trend and support for natural beauty and feminism worldwide • Increased men awareness for beauty care product • Expansion of target market – increase in living standard and income • Intense competition in FMCG markets • Popularity of substitute products • Copied-marketing campaigns from competitors – losing differentiate
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  Competitors Analysis Nivea. Founded in1882 by pharmacist Paul Carl Beiersdorf, Nivea eventually becomes the most famous skin care brand in the world. In the 1970s, due to advances in technology and changes in consumer demand, Nivea began to spread its wings. This expansion of the product Perceptual map: portfolio makes the brand become what it is today: a popular brand with an all-inclusive range of skin care products. However, Nivea Crème still remains the signature product, the range now includes a wide portfolio of products addressing different and complex skincare needs. Nivea has developed high levels of trust from consumers for superior quality and reliability. Olay. Olay brand has spread its wings since its humble beginnings in the South African home of chemist Graham Wulff in the 1950s. Currently, Olay is globally recognized as a skin care giant, one of P&G’s multibillion-dollar brands. There are four core ranges: Definity (reducing the appearance of skin discoloration, age spots and lines and wrinkles); Total Effects (reducing seven aging effects including brightening, hydrating and evening out skin tone); Complete (enhancing skin including intensive moisturizing); and Regenerist (recovering youth on skin without drastic measures). Olay is well known for its anti-aging products. Since it belongs to Procter & Gamble, Olay utilizes the strong distribution network to reach consumers efficiently. L'Occitane en Provence. L’Occitane’s values focus on authenticity, respect and sensoriality. For authenticity, each product has a true story. Behind each bottle, the traceable origin, producers and techniques from the traditions of Provence are written on it. The brand also shows its respect for the environment by limiting the environmental impact of its actions and products. Each product of L’Occitane offers sensibility to beauty users wonderful moment of well-being and sensory delight. L’Occitane is a high brand and therefore the price points are high for consumers with large disposable income. It claims itself as the brand that “produces genuine care and natural fragrances”. Its customer target is very wide as it includes young and older women. Customer Analysis Beauty lovers can pick up popular trends from anywhere across the world and follow it thanks to the rise of social media. With this rising demand to stay updated, it is essential for firms to come up with innovative products that satisfy such customers. Google Beauty Report gives us insight into customer behavior by compiling top searches. Currently, we have observed different and sometimes odd beauty trends, such as the Korean 10-step skin care routine, vegan beauty, bath bombs or advanced masks. Beauty brands have been promising that their creams and lotions will work miracles for decades. But now women are no longer buying it. A recent survey found that 24% of women often don’t get the results they want from those products and almost a third reported that they have many bottles of partially used products in their make-up drawers. According to a Forbes’s article earlier this year, they listed the key trends are expected to drive the skincare segment in 2017 in which most of them are facial skin care trends and innovative skin care solutions including probiotic skincare, superfood, ingestible beauty products.
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  Positioning In this perceptualmap, Dove is perceived as Personal Care brand generally diversified themself into different range of products for women, baby and men, such as: shampoo, deodorant, body lotion and so on. In addtition, the brand has positioned itself as “ high quality but affordable price. Thanks to the effective added- value pricing srategy, Dove has sucessfully distincted itself with relative higher price than those of its competiors, such as Nivea in the masstige segmentation. Thus, it makes customer associate Dove as premium products and tend to pay more money for using its personal care products line to enhance their beauty. Brand Mantra Points- of- Parity Points- of- Difference • Wide range of moisturizing products • High qualilty and realiable products • Well-known brand name • Pure, soft and femine iconic logo • Rich heritage is based on moisturization • Dove’s iconic Beauty Bar is the first Demotologist Recommended brand in the US, Canada and France, and strongly endorsed by Demotologist across the world • Developing a range of products based on “Real care” premise • Femine, premium, self-confident and authentic image with “real women” as features in Dove’s campaign • Strongly emotional connections with women • Emphasizing on the real and natural beauty with “real beauty” campaign
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  Point- of –Parity: Dove has shared some similar attributes with in Personal care industry. They are all popular brand name which deliver high -quality and realiable in their wide range of moisturizing products. Points- of- Difference: -Dove has differentiated themself from their competitors in several ways. First, the iconic logo- represents softness, pureness and feminine. Second, with the rich heritage based on “moisturization”, Dove has successfully build their brand from Beauty bars to the most popular brand in global. -Dove is the brand focus on the “Real beauty”. Thus, not only encourage every woman celebrate and enjoy their real, natural beauty without concerning about beauty standard bias about the height, shape, size and color, but Dove also empower every girl and young women to live their life more confident. In addition, Dove has successfully built strong connections with every woman by: • Instead of heavy promotions, Dove’s website with simple and aesthetic featured image, highly interacts with viewer via different stories sharing by real, regular women about their inspire life to gains viewer sympathy and drive them to share their story and define their own “real beauty” definition on social network. • In addition, with regular and “real women” featured in their campaigns, Dove has successfully delivered familiar images and feelings, creating emotional touch with their customers. Brand mantra Emotional modifier Descriptive Modifier Brand function Authentic Real beauty Real care Dove has successfully build their brand name in global via the famous Real beauty and Self-esteem campaigns featuring by “Real women”. Thus, Dove’s campaigns have delivered strongly authentic emotional values to every women. It also successfully redefined “real beauty” definition in over the world. With Dove effective marketing effort, thousand women are inspired to feel good, confident in their internal beauty without self-criticism, also encouraged them to build positive relationship with their beauty. In addition, to empower women beauty, Dove provide a wide range of product with the trully care they need. So, a brand mantra that captures these ideas might be “Authentic, Real beauty, Real care”
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  Release more innovativecampaign associating with the Real Beauty With the presence of plenty brands in personal care sector, it is not easy to build an outstanding association toward customers’ mind. When they all target to women and communicate themselves as product to make women prettier, hence, the brand awareness of all the brands is almost similar. For over 60 years, Dove have successfully created a distinct image among customers. Dove engaged itself as a brand for the Real Beauty and Self-esteem of all women in the world. That makes this brand high on salience and imagery. Even though some other brands make the True beauty concept less unique by trying to copy that of Dove, Dove should continuously project itself as the pioneer and as a brand that listen to common women. In the meanwhile, Dove need to evolve that Real Beauty notion by continuously launching new innovative campaigns with purpose to raise the confidence, self-esteem of women. We are living in an era of change, and the upcoming generation wants to see fresh ideas and change. Hence, Dove must find way to keep their message modern as time passes to maximize the effectiveness of the communication strategy. Moreover, Dove must stay up to date with and capitalize on cultural and market trend to target to the issues which are important to women. Standardize the big idea and adapt appropriately to local market Dove is a global brand with the fame of Real beauty concept. When operate worldwide, it is necessary to maintain the consistency in marketing communication while still suitable with local market. Dove should have this advertising strategy entails local adaptation of the universal core idea (which is the true beauty concept), so that it can resonate in every single market while maintaining global brand consistency. Be careful in using women image in advertising Nothing is perfect, and so do Dove marketing campaign. Dove “Real beauty” campaigns have faced with many critics and doubts. Using women image in any marketing campaigns always contents risky. Critics of the campaign have argued that Dove’s campaign is disingenuous as it features too many traditionally attractive white women. Besides, Dove used to make a very serious mistake when it had ad showing black woman turning into white one after using Dove’s lotion. Obviously, with that ad, the brand would be accused of racism and face PR disaster over the online advertising campaign. With some social media users calling for a boycott of Dove products, the brand had to take quick action by saying apology on Twitter. It raises an alert for Dove that they have using women image carefully. As all the ads targeting to women receive a lot of attention and even controversy, such mistake as missing the mark in representing women of color or aging or origin thoughtfully is unacceptable. When it comes to beauty advertising, Dove ought to highly commit itself with the beauty of diversity in every advertising. In addition, developing a better internal process for creating and approving content can help to prevent Dove making this type of mistake in the future. Cope with contradictory vibes by strengthening “authenticity” Many have argued that Dove motivates women to celebrate who they truly are but actually relies on its customers' desires to beautify themselves to sell a range of product. To avoid those misconception, Dove should back up their commitment by providing transparent information, and more opportunities for involving rather than merely marketing message. It could make Real beauty something real. As a brand supports for women self- esteem and empowerment, the best way to do that is to initiate, encourage and amplify causes that relate to the business’s mission.
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  Become activists forpromoting a fairer, more balanced approach to women in the workplace at Dove, Unilever as well as the world at large. Contribute more in activities to support women’s causes, to educate women about self-esteem, to develop innovative means of reacting sincerely to meet women’s needs, etc. Those are some key ways to build the authenticity to earn faith and create long- term relationship with customers. By using proper public relation to support for a mission for a greater good of humanity, the purchasing power then would follow based on that. It should elevate the marketing to become the operational guide for Dove’s business to make consumer, whenever they purchase Dove products, will think about positive image and consequently feel good inside. Listen to audiences by taking advantage of social media for better marketing strategy As social media marketing now become significant part of daily life, Dove should carry on using social media to communicate with and respond to their customers. Customers nowadays are not only looking at the feature of product, but are also seek for the review and discussion on social media. Frequently interact with audiences online to find out what they are talking about (advertising, packaging, quality, price, etc.) in order to have a quick adaptation to fit with the need of customers. Social media can also help Dove marketing to plan and implement its beauty campaigns. Intensively updating “real beauty” inspired message/activities on social media can help Dove reach more women worldwide easier. What Dove need to do is to keep creating an extremely positive social media presence by focusing on real, inner, beauty. Using different forms of social media would be useful for counteract the negativity that young women are usually exposed to so that it could complete its mission as create a world where all women feel confident in their beauty. This generates brand loyalty and encourages people to market the products amongst friends and family; growing the Dove using population at a low cost to the company. REFERENCES • Trefis Team (2016). Here's Why The Personal Care Segment Is A Key Growth Driver For Unilever. Retrieved from: o https://www.forbes.com/sites/greatspeculations/2016/10/18/heres-why-the- personal-care-segment-is-a-key-growth-driver-for-unilever/#4e59670fe401 • Dove website. Retrieved from: o https://www.unilever.com/brands/our-brands/dove.html • Olay: Brand Profile (2016). Retrieved from: o https://www.adbrands.net/us/olay_us.htm- • Brand History. Retrieved from: o https://www.beiersdorf.com/brands/brand-history/nivea • Constanze Cariers (2016). Positioning: Analyse how the two brands NIVEA and CHANEL have been positioned in their respective markets. Retrieved from: o http://www.grin.com/en/e-book/107759/positioning-analyse-how-the-two-brands- nivea-and-chanel-have-been-positioned • Olay Skin Care Products by Product Line. Retrieved from: o https://www.olay.com/en-us/skin-care-products/product-lines • L'Occitane Natural Bath & Shower Products for sensitive skin. Retrieved from: o http://usa.loccitane.com/bath-shower,82,1,29480,0.htm • Dove: advertising & marketing profile (2017). Retrieved from: o https://www.adbrands.net/us/dove_us.htm-
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  • Brand History.Retrieved from: o https://www.beiersdorf.com/brands/brand-history/nivea • Constanze Cariers (2016). Positioning: Analyse how the two brands NIVEA and CHANEL have been positioned in their respective markets. Retrieved from: o http://www.grin.com/en/e-book/107759/positioning-analyse-how-the-two-brands- nivea-and-chanel-have-been-positioned • Olay Skin Care Products by Product Line. Retrieved from: o https://www.olay.com/en-us/skin-care-products/product-lines • L'Occitane Natural Bath & Shower Products for sensitive skin. Retrieved from: o http://usa.loccitane.com/bath-shower,82,1,29480,0.htm • Dove: advertising & marketing profile (2017). Retrieved from: o https://www.adbrands.net/us/dove_us.htm- • Hitesh B. (December 2016). Marketing Mix of Dove – Dove Marketing Mix • https://www.marketing91.com/marketing-mix-dove/ • Charles T., Manila A., Julie W. S., Katrina L (November 2016). The Brands That Make Customers Feel Respected. Retrieved from: o https://hbr.org/2016/11/the-brands-that-make-customers-feel-respected • Dove’s brand history (2015). Retrieved from o https://www.slideshare.net/prameyzode/harvard-business-school-case-study- evolution-of-the-brand-dove • Dove’s brand history and portfolio reviews. Retrieved from o https://www.mapleholistics.com/blog/dove-company-history-and-review-real- beauty-real-soap/ • Survey of Dove customer. Retrieved from: o https://infoscout.co/brand/dove/survey - • Susan K. (April 2015). Dove’s beauty campaign ‘has turned on the women it claims to champion’. Retrieved from o https://beta.theglobeandmail.com/report-on-business/industry- news/marketing/doves-beauty-campaign-has-turned-on-the-women-it-claims-to - champion/article23869798/?ref=http://www.theglobeandmail.com& • Unilever USA. (2017). Dove Men+Care Introduces New Elements Range. [online] Available at: • https://www.unileverusa.com/news/press-releases/2017/Dove-MenCare-Introduces-New- Elements-Range.html [Accessed 22 Oct. 2017]. • Dove US. (2017). Dove Campaigns. [online] Available at: • https://www.dove.com/us/en/stories/campaigns.html [Accessed 22 Oct. 2017]. • Aulia, C. (2014, July 14). Dove - Marketing Plan. Retrieved from SlideShare: h�ps://www.slideshare.net/carrinekezia/dove-marke�ng-plan-37041827 • Bererhi, B. (n.d.). Consumer Analysis of L'Occitane. Retrieved from Natural Cosme�cs Lovers: h�ps://naturalcosme�cslovers.wordpress.com/xxxxxxxxxxxxx/loccitane/consumer-analysis-of- loccitane/