Procter & Gamble and Dove
This five-year marketing plan for Dove has been created by its founders to document how adding a new line of facial products can enhance Dove as a brand and bring in higher market sales. Dove is ranked 7th for the highest leading cosmetic brand in the world, Dove has gone done in marketing value by nearly a million dollars. Dove currently only offers beauty products for your body and hair. Woman have always valued their youth and will do anything to preserve it, which is why anti-aging products are the highest grossing.
In order for Dove to compete with to beauty brands such as Olay and L’Oreal, both of which offers these products in variety, Dove needs to add line anti-aging products such as face washers and lotions. Industry The beauty industry is one of the most top grossing markets in the world. We are a part of a society that indulges in make-up, lotions, body washes, hair styling and hair removal, nail and tanning salons, massage parlors, shaving products, perfumes, colognes and more.
With a world filled with people with imperfections the beauty market is ever changing and innovative, the beauty market has taken a global expansions and is expected to have 8. 4% growth by 2014. Customers DOvea can be used by anyone but is specifivally targetd for woman. Background The Dove brand started out with just with bar soap developed by David Ogilvy, who then a young ad exec for Hewitt, Ogilvy, Benson & Mather, Inc. Ogilvy discovered that stearic acid, the more technical name for “cleansing cream”, was the key ingredient to Dove.
Dove was more than just regular bar soap it contained ? cleansing cream, it revolution cleansing soap it left your skin soft, clean and moisturized. Dove first ad campaign was the face test it the focus was just the face and contained the tag lines “Doesn’t Dry Like Soap” and “1/4 Cleansing Cream”. The “real women” campaign started in the late 60’s and after more and more testimonials Dove gained a bigger following. With the success of the real women campaign Dove launched the Convections of Users Campaign in the late eighties.
The Conviction campaign along with the medical program launched Dove into its first double digit share and into market leader within the United States. In 1989, Dove was launched in Italy using the “Conviction of Users” campaign, as well as the Medical Program. Successful test markets in France, Germany and Austria followed in 1990. In 1991, Dove began its global roll-out. Between 1991 and 1994, Dove was launched in 55 new countries. By the late 1990’s Dove added new products to its line including lotion, body wash, deodorants, shampoos, and conditioners.
Dove currently own 15% of the market share and has expanded globally. Dove has managed to keep to its core values and ideals of beauty with cultural and generation perceptions. Product Description Dove produces a personal care line consisting of Body Washes, Hand and Body Lotions, Facial Cleansers, Deodorants, Shampoos, Conditioners and Hair Styling products. Dove’s beauty bar and body washes contains1/4 moisturizing cream which differs from the average bar soap. Dove beauty bar and body washes contain a patented blend of mild cleaners and moisturizing cream that cleans the body better than the average body cleansers.
Dove doesn’t strip the body of its natural moisture instead it enhances it, while leaving your skin soft, clean, refreshed. Dove offers products for people with sensitive skin and has a range of scented products for variety. Dove is the #1 dermatologist recommended brand in the US, Canada and France and strongly endorsed by Dermatologists across the world. Sales Dove has grossed over 2 billion in the last decade, and currently brings in over 1. 5 billion a year. Dove currently has 1.1 billion Consumer Reach Points worldwide, with an increase in Consumer Reach Points of 18%, and has climbed four positions up the Brand Footprint ranking since 2011. Dove makes it easy for consumers in emerging markets with an increasing interest in personal care to purchase its products, by making them available in most countries. Dove is the number one cleaning bar with double digit growth and outsells all body cleaners combined. Dove appears in the following brand league tables: Rank 276 in the Global 500 2013. Rank 7 in the Top 50 Cosmetics Brands 2013.
Rank 28 in the Brands of British Origin Top 50 2013. Rank 199 in the Global 500 2012. Rank 7 in the Top 50 Cosmetics Brands 2012. Rank 22 in the Brands of British Origin Top 50 2012. Rank 8 in the Top 50 Cosmetics Brands 2011. Rank 216 in the Global 500 2011. Rank 24 in the Brands of British Origin Top 50 2011. Rank 40 in the Brands of British Origin Top 50 2010. Rank 479 in the Global 500 2009 Competitors Dove biggest competitor would be Oil of Olay. Olay is currently the number cosmetic brand grossing 35,000,000 a year, has AA brand value, and has been the number one cosmetic company for 3 straight years.
Olay has strong consumer base and brand loyal customers, their anti-aging products have received amazing reviews and proving to be quite effective. Dove second biggest competitor would be L’Oreal. L’Oreal currently is the second grossing cosmetic company, moving up a spot since 2010. L’Oreal has receive moderately effective reviews on its anti-aging products, with some 80% of customers finding their products effective. L’Oreal currently grosses 26,000,000 a year, with a 33. 2 market value. Dove can give itself an edge by launching an anti-aging ad campaign much like “Conviction of Users”.
Following around real women to see how the anti-aging face washers and lotion can reverse the signs of aging would the most effective way to launch the new product line. Brand loyal customers would be excited to try the product and those who have doubts would be able to how the new line works and can clear up and questions or doubt they may have. Dove has a history with delivering effective products that work such as shampoos, conditioners, soap deodorants, people know they can trust Dove.
When people thing Dove they think women and they have shown they care about the needs of the everyday women by delivering real ad campaign that show real women of all color and sizes. SWOT Analysis The marketing environment for Dove represents overwhelming opportunities. It also contains some challenges that the Unilever believes it can meet successfully. The table below illustrates a SWOT analysis of the company conducted by marketers to highlight Dove’s strengths, weaknesses, opportunities, and threats.
In the last 60 years, Dove has built some impressive strengths while looking forward to new opportunities. The growing number of brand-loyal customers, and sound financial management place the company in a good position to grow. However, as Dove considers expansion of its product line and entrance into new markets, the company will have compete with top grossing companies such as L’Oreal, Neutrogena, Olay, Avon, and Nivea. As the company finalizes plans for the new product line Dove must focus on advertising the two new products by creating a beauty campaign targeted toward anti-aging.