Unilever’s Dove Marketing Research

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Introduction

Empowered by the internet and the digital media, today’s consumer is very well informed. Internet has enabled consumers to connect and share ideas with peers all over the world.

The current consumer has become more skeptical, raise many questions about marketed brands and draw on more intellectual ways to work out the facade of marketing actions.

As a result, new trends in marketing are emerging where online tools are widely applied. Unilever has adopted online tools for marketing research to draw information useful in brand and product development (Deighton, 2008).

The aspect of consumer attitude that Dove attempted to influence in its marketing campaign

In nearly all instances, the female beauty has been perpetuated and portrayed by popular culture as slender blond. This aspect of beauty can not be attained by any normal standards. This worldwide concern informed Unilever search for consumer insight and understanding of the issue.

In Particular, how women perceive and understand beauty (Deighton, 2008). The result indicated that beauty has ever been depicted inaccurately. Women try as much as possible to attain what has been portrayed but find themselves below expectations.

As a result, most women have not taken pleasure in their natural beauty (Deighton, 2008). Dove brand marketers also came to realize that this inaccurate portrayal of beauty have impacted negatively on the women’s’ well being and happiness (Deighton, 2008).

Further, it has been hypothesized that women’s attitude towards beauty changes to be negative or positive depending on how they feel about themselves and what is being portrayed. It is these stereotypes about beauty that Dove campaigners wanted to change.

How research helped guide the development of advertising objectives

The goals of Unilever’s Dove promotion strategy and market research are to set up Dove as all encompassing brand. In addition, the promotion strategy was to enhance the sales of various Dove beauty products by laying bare the stereotyped characterization of beauty by the society (Deighton, 2008).

The study explored in-depth understanding of beauty and well-being of women around the globe. Secondly, the study provided data concerning perceptions of women on beauty and the way they feel about themselves.

This important information was found to be vital in developing advertising campaign portraying real and attainable beauty in women (Deighton, 2008).

The development of integrated marketing communication plan

In its integrated marketing strategy, the element of public relations was the centerpiece. The integrated approach to marketing planning involved combining the marketing tools such as consumer promotions, customers marketing, advertising and media planning.

The public relations strategy was developed around the globe to generate brand awareness and establish emotional connection with women (Deighton, 2008). The major aim of the strategy was to create a buzz of controversy that would draw interest of the majority particularly the target market.

Though the plan succeeded and much of it fed into the digital media, this only attracted the internet users (Deighton, 2008). The advocacy was also to target other forms of media in order to extend its global coverage.

SWOT analysis

Strengths

The company global presence.
Exceptional strategies in marketing.
Free publicity especially through the use of personal selling and the internet.
Application of promotions that has emotional appeal.
The use of social responsibility, Dove campaigners set up self-esteem endowment fund which was used to conduct self-esteem workshops in conjunction with Girl Scouts in order to advance girls self-esteem.
The use of the Dove’s established brand loyalty, the brand is best known for its purposeful pre-eminence.

Weaknesses

The major weakness is the difficulties in changing the attitudes and perceptions of the people.
Another weakness is the financial capability to sustain the campaign in the long-run.

Opportunities

The company has the opportunity to develop beauty products best suiting other target clientele, for instance, male users.
The company has the capability of globally communicating one advertisement message.
The marketing campaign comprises of 90 percent of the target market which is largely ignored by other companies.

Threats

In case the message is not properly passed on, Dove may possibly turn out to be the brand of huge people.
The adverts could easily be copied by the company competitors.
The promotion also faces the threat of disproportionate media criticism.

Porter’s five forces analysis

Unilever’s Dove brand merely had a single product before the year 2000. That was the beauty bar shop. The major factor that determined the brand name was functionality benefits that accrued to the beauty bar (Deighton, 2008).

For instance, the first beauty bars capitalized on moisturizing benefits. After the year 2000, the company embarked on producing and introducing various forms of beauty care products (Deighton, 2008).

These products were to be introduced into the market under the Dove’s umbrella through brand extension.

Threat of new entry

Developing and marketing the new products would not be very expensive as the company is already established. The overhead costs of advertising will be distributed to various cost centers.

In addition, the company targeted over two million Dove users. This has been achieved using the least cost integrated marketing communication tools.

The investments in the marketing campaigns are expected to benefit the company in the long-run. However, the advertising campaign that the company applied can easily be copied by its competitors in the market.

Competitive rivalry

Dove is facing competition from numerous products manufactured within the beauty industry. Therefore, there is need for a strong brand and enhanced marketing campaign. However, the company can easily develop new products that could be marketed using the brand name.

Besides, the company is also enjoying increased brand loyalty around the globe. Brand loyalty is a competitive advantage that the company enjoys.

The supplier’s power

Being a market leader, the suppliers have little chances of driving up the cost of inputs. In addition, the company can easily change suppliers with little or no cost. Therefore, the cost of inputs would not likely to change.

However, being a global company, it would be difficult to have control of all the suppliers around the globe. In most instances, the inputs would be neutral or averaged in many places globally.

The buyer’s power

Dove products can easily be substituted with products from other companies. In other words, other companies can produce almost similar products, use similar marketing campaigns to outperform dove products from the market.

Therefore, the company should be sensitive to product differentiation and pricing in order to survive in the market for a long time

Threat of substitution

Dove products could easily be substituted with similar products from other companies. Any price reduction on the substitute can easily cause downward pressure on the prices of Dove products.

Even though the company is the market leader, it is operating in quite difficult industry. Therefore, the marketing communication strategies should be focus on building the brand loyalty.

Reference

Deighton, J 2008, “Dove: evolution of brand”, Harvard Business School, vol.508 no.14, pp.1-13.

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