Marketing Dove

Situation Analysis & Strategy.

Dove is a brand owned by Unilever launched in 1955. It consists of a set of products for personal care. It is considered the top worlds cleansing brand. We can find a range of products dedicated to skin and hair care, these include lotions, hand creams, body wash, soaps and deodorants. It’s considered a brand that focuses more on the female demographic as we have seen throughout its recent campaigns.

Dove belongs to a very crowded market with lots of competition with strong brands like Olay, Garnier or L’Oreal so they have to continuously innovate and this can be done mainly by evolving in their products or by launching campaigns like the one we are going to analyze.

The point where we find the company now is the following. After the Real Beauty campaign launched in 2004 sales are starting to decrease and market share is starting to cut down so a new an innovative campaign has been launched, to re-flourish those emotions in consumers that led Dove to become market leader.

Which is the consumer insight, which Dove is connecting with this new campaign?

As stated before, Dove launched the Real Beauty campaign in 2004. Now it was time to create a new revolution. After carrying out a set of studies to understand female behaviour according to beauty, Dove was able to reach a set of conclusions to give direction to its new campaign. They found out that only 4% of women describe themselves as beautiful. Therefore Dove had to demonstrate women in a way that would reach the feelings that they are more beautiful than they actually think.

With this campaign Dove is reaching the feelings of the consumers and is able to give them a new vision. They have achieved to enter into women minds giving them the feeling that Dove is listening to their problems. They want women to feel more beautiful and raise their self – esteem making them relation this good feelings with the brand. The objective is to make them think every morning when they use Dove: “I look beautiful”. This is the main objective of this campaign.

I compare this effect to an everyday situation when women walk next to a construction and the workers start to yell at them telling them how sexy they look. This is what women want, to feel sexy and even more others to tell them so.

Benefit ladder and Brand essence.

1. Emotional Benefit:

• Dove makes them feel part of the brand it listens to its consumers.

• A brand that is designed for real women, real beauty.

• Achieve that sense of natural beauty showing them as they really are, without complex.

• A way of life.

2. Consumer Benefit: The consumer benefits from a range of high quality products that cover most of the needs for personal care. Consumers will enjoy products that are completely in harmony with their skin. The consumer will also benefit from not only the product but of the “Dove Experience” Being able to join a network making them part of the brand. This will include online seminars, blogs, forums and articles, to give tips and knowledge on Dove products and personal care for their consumers / potential consumers. “Honest, real and simple”

3. Product Benefit: We can find a range of body care products each giving a sense of satisfaction to the consumer. Products for daily use, to improve the health of their skin/hair. Restricting chemicals that may damage their skin in the medium and the long term.

4. Product Attribute: Dove products have a set of properties that make them differentiate from the rest:

• Cleaning neutral substances

• Recommended not only for esthetical but for medical use.

• PH neutral so it doesn’t irritate your skin like other soaps.

• Recommended

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