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Dove
- 1. + SAHIL JAIN M15 DIVYAKORPE M ABHAY GALA M MEDIA PLAN & STRATEGY
- 2. + Introduction: Unilever Establishedin 1930 One of India's Top Ten Companies Multinational fast moving 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 (2016) in over than 100 countries worldwide
- 3. + Introduction: Dove 1940’s 1950’s 1960’s 1970’s 1980’s 1990’s 1990’s-now Dove Bar was formulated Launchedin 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
- 4. + Market Summary: Dove Societal marketing concept Educategirls and women Healthy perception & Self Esteem
- 5. + Market Summary: Dove targetmarket Demographic Male and Female 18-34 years old High income groups Upper middle class
- 6. + Market Summary: Dove targetmarket Geographic: this paper will focus only in America
- 7. + Market Summary: Dove targetmarket Behavior Aware of their health both physically and emotionally Friendly and outgoing
- 8. + Market Summary: Dove marketneeds High quality products Products that can enhance their health and well being Moisturizing products (rinses cleaner than soap, leaving skin clean, soft and smooth) Affordable price Easily to buy the product
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- 12. + Key to Success:Dove committed to building positive self-esteem and inspiring women to reach their full potential strong brand image and protect it
- 13. + building positive self-esteemand inspiring women to reach their full potential Critical Issues: Dove
- 14. + Critical Issues: Dove Preconceived notion that Dove is for older women.
- 15. + Market Strategy: Dove marketingobjective Body Wash awareness Male consumer awareness Increasing Twitter activity Environmental Initiatives awareness stimulation
- 16. + Market Strategy: Dove financialobjective 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 Drive users to the CFRB Web site to share their thoughts and opinions about the campaign and beauty stereotypes 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
- 17. + Market Strategy: Dove targetmarket Male and Female 18-34 years old High income groups Upper middle class
- 18. + Market Strategy: Dove positioning 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
- 19. + Market Strategy: Dove strategies 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
- 20. + Marketing Mix: Dove products antiperspirants/deodorants body washes beauty bars lotions and moisturizers hair care facial care products
- 21. + Marketing Mix: Dove price 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)
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- 23. + Marketing Mix: Dove promotion:advertisement media
- 24. + Marketing Mix: Dove promotion:advertisement media
- 25. + Marketing Mix: Dove promotion:television, radio, internet (video: Little Girl campaign, 2006)
- 26. + Marketing Mix: Dove promotion:television, radio, internet (video: camera shy, 2013)
- 27. + Marketing Mix: Dove promotion:television, radio, internet (video: real beauty sketches, 2013)
- 28. + Market Research: Dove US,Britain, and Canada 2% of these woman describe themselves as beautiful About 3/4 of them rate their beauty as "average"
- 29. + Market Research: Dove US,Britain, and Canada Almost 1/2 of them think their weight is "too high" 48% “When I feel less beautiful, I feel worse about myself in general.”
- 30. + Market Research: Dove US,Britain, and Canada 13% of all women say they are very satisfied with their beauty 12% with their physical attractiveness 17% with their facial attractiveness 13% with their body weight and shape
- 31. + Market Research: Dove US,Britain, and Canada 90% of all women 15-64 worldwide want to change at least one aspect of their physical appearance (with body weight ranking the highest). 67% of all women 15 to 64 withdraw from life-engaging activities due to feeling badly about their looks (among them things like giving an opinion, going to school, going to the doctor) 61% of all women and 69% of girls (15 to 17) feel that their mother has had a positive influence on their feelings about themselves and their beauty. 91% feel the media and advertising need to do a better job of representing realistic images of women over 50.
- 32. + Market Research: Dove US,Britain, and Canada 97% society is less accepting of appearance considerations for women over 50 compared to their younger counterparts, especially when focused on the body. 60% of women believe that if magazines were reflective of a population, a person would likely believe women over 50 do not exist. 87% of women believe they are too young to be old
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- 34. + Control: Implementation tv 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
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- 37. + Control: Implementation panel discussion American women in Radio and Television E! Entertainment Television Woodhull Institute for Ethical Leadership
- 38. + Control: Implementation interview GoodMorning America The Today Show The Early Show The Ellen DeGeneres Show The View The Oprah Show
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Editor's Notes
- #7 New York (NY), Los Angeles (CA), Chicago (IL), Philadelphia (PA), San Francisco (CA), Boston (MA), Washington DC, Dallas (TX), Detroit (MI), Atlanta (GA), Houston (TX), Seattle (WA), Cleveland (OH), and Minneapolis (MN).
- #14 Dove is commited to building positive self-esteem and insipiring women to reach their full potential. The marketing plan should dedicate to that philosophy in both attitude and work ethic. It also has to take Dove's strong brand image and protect it in addition to expanding and maintaining current consumers. Dove use societal marketing concept where they educate girls and women on that healthy perception of body image should be and increase their self-esteem. They also focus on human welfare in addition to consumer's demands and company profits.