Analysis of Dove's Marketing Communications Strategy (MC5080QA) Case Study

Introduction

Dove, a leading personal care brand under Unilever, has established itself as a trusted name in the industry since its inception in 1957. Known for its diverse range of skincare, haircare, and hygiene products, Dove has built a strong reputation through its commitment to promoting body positivity, diversity, and sustainability. By continuously adapting to changing consumer preferences and market trends, Dove maintains a competitive position in the global personal care industry. This analysis explores Dove’s current performance, marketing strategies, customer journey, and key opportunities and threats, providing insights into how the brand continues to thrive amidst strong competition.

Appraisal of the current of performance of dove competition based on revenue, market share, service quality, etc.

• Dove was the leading body wash brand in the United States based on sales.
• The brand has also been recognized for its sustainability efforts, including 100% recycled plastic for its bottles and reducing its carbon emissions.
• There are many other personal care brands that offer similar products to Dove, such as Olay, Nivea and L'Oreal (Othman, al. 2021).
• It's worth noting that Dove is a part of Unilever, a multinational consumer goods company that owns many other brands in addition to Dove (Lie, al. 2019).
• As such, it can be challenging to accurately determine Dove's specific revenue and market share figures.

Notes: Dove continues to be a well-established and popular personal care brand, but faces competition from both established and emerging players in the market. Dove has also started to offer natural and plant-based options to appeal to this growing market. This shows brand's sustainability efforts and ability to adapt to changing consumer preferences. This may be key factors in maintaining its market share and revenue in the years to come.

Assessment of the marketing environment

Pestle analysis

Political: Regulations and laws related to the personal care industry, such as restrictions on certain ingredients or environmental regulations, can affect Dove's operations.

Economic: Recessions or fluctuations in exchange rates, can affect consumer spending and demand for personal care products.

Social: Changing social attitudes towards beauty standards and body positivity can influence consumer preferences and demand for Dove's products (Christodoulou and Cullinane, 2019).

Technological: Advancements in technology, such as the use of artificial intelligence or 3D printing, can impact product development and production processes.

Legal: Lawsuits related to product safety or false advertising claims can harm Dove's reputation and financial performance.

Environmental: climate change and sustainability are increasingly important for consumers and can affect Dove's brand image and reputation.

Note: Demographic changes, such as an aging population or increasing diversity, can also affect Dove's target market and marketing strategies.

8Ps of marketing mix

• Product: Dove offers a range of personal care products, including soap, body wash, shampoo, conditioner, deodorant, and skin care products.
• Price: Dove's pricing strategy varies based on the product and the market it is sold in.
• Place: Dove products are available in various distribution channels, including supermarkets, drugstores, and online retailers.
• Promotion: Dove's marketing and advertising campaigns focus on promoting body positivity and diversity (Lahtinen, al. 2020). The brand's "Real Beauty" campaign features women of all ages, sizes, and ethnicities and has received widespread praise.
• People: The people aspect of Dove's marketing mix refers to the employees and brand ambassadors who represent the brand.
• Process: Dove's process involves developing and manufacturing personal care products that are formulated to be gentle and moisturizing.
• Physical evidence: The physical evidence of Dove's marketing mix refers to the packaging and design of the products, as well as the brand's reputation and image.
• Partnerships: Dove partners with various organizations to promote body positivity and women's empowerment.

Describe which opportunities and threats should be prioritised

Opportunities:

• Increased demand for sustainable and eco-friendly products, which can align with Dove's sustainability efforts and reputation as a socially responsible brand.
• Growing demand for personalized and customized products, which Dove can address by developing more personalized product offerings.
• Expansion into new markets, such as emerging economies, to capitalize on growing demand for personal care products.

Threats:

• Intense competition in the personal care industry, which can lead to price wars and erode Dove's market share.
• Evolving consumer preferences and changing trends, which can require Dove to adapt its product offerings and marketing strategies (Domini, al. 2021).
• Increasing regulatory scrutiny and potential legal challenges, which can harm Dove's brand reputation and financial performance.

Notes: It's important to note that the prioritization of opportunities and threats may vary depending on Dove's specific objectives and goals.

Demonstrate current competitive positioning of dove using a perceptual map

• Dove is positioned above the lower-priced brands, such as Suave, and below the higher-priced premium brands, such as L'Oreal and Olay ( Oliveira al. 2020).
• Suave is positioned as a low-priced brand with a lower focus on quality compared to Dove.
• L'Oreal is positioned as a premium brand with a higher focus on quality compared to Dove, but with a higher price point.

Note: Based on this perceptual map, Dove is positioned as a mid-range brand with a focus on quality and affordability ( Oliveira et. al. 2020).

Estimate of past/present marketing communications campaigns

• Real Beauty Campaign: Launched in 2004, this campaign featured women of different ages, ethnicities, and body types in advertisements and encouraged women to embrace their natural beauty. (Alvarez, al. 2020).
• Campaign for Self-Esteem: This campaign, launched in 2006, aimed to improve the self-esteem of girls and young women by promoting positive body image and self-confidence.

Identification and evaluation of examples of best practice beyond Dove

• Nike's "Dream Crazy" Campaign: This campaign, launched in 2018, featured Colin Kaepernick, the NFL player who had kneeled during the national anthem to protest racial injustice. The campaign received widespread attention and praise for its bold messaging and support for social justice causes.
• Coca-Cola's "Share a Coke" Campaign: This campaign, launched in 2011, replaced the Coca-Cola logo on its bottles and cans with popular names and encouraged people to share a Coke with friends and family. The campaign was highly successful and led to increased sales and engagement on social media.

Customer Analysis

Evaluation of customer motivations and the buyer decision making process

Customer Motivations: Dove's target customers are primarily women who are interested in personal care products. The customer motivations for buying Dove products include the desire for high-quality and affordable personal care products that are gentle on the skin ( Krizanova, et. al. 2019).

Buyer Decision Making Process: The buyer decision making procedure consists of 5 stages: information search, problem recognition, evaluation of purchase decision, alternatives, and post-purchase evaluation.

Notes: Problem recognition occurs when a customer realizes they have a need for a personal care product.

Presentation and review of a customer journey map

• Awareness: At this stage, the customer becomes aware of Dove products through advertising, social media, or word-of-mouth.
• Research: Once the customer becomes aware of Dove products, they may research the brand online or ask friends and family for recommendations.
• Consideration: During this stage, the customer evaluates the various Dove products available and compares them to other personal care brands.
• Purchase: Once the customer has made a decision to purchase Dove products, they can do so online or in-store.
• Usage: Once the customer has purchased Dove products, they begin to use them in their daily routine.
• Loyalty: As the customer continues to use Dove products and experiences positive results, they may become loyal to the brand.
• Advocacy: Finally, as loyal customers, they may become advocates for the brand by leaving positive reviews, sharing their experiences on social media, and recommending Dove products to others.

Notes: Dove's customer journey map highlights the importance of brand awareness and reputation in driving sales and loyalty.

Conclusion

By promoting their values of body positivity and self-esteem, Dove has built a strong connection with their customers and created a sense of loyalty and advocacy. Additionally, Dove's focus on natural ingredients and eco-friendliness appeals to customers who are interested in sustainability and ethical practices.

Notes: By emphasizing the post-purchase evaluation stage can help Dove identify areas for improvement and address any concerns or issues that customers may have.

References

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