Dove Marketing Strategy

Dove is the brand that has been on the rise since their introduction to the market in 1957 and why wouldn’t that be the case as the skin care giant is the flagship company of the huge Unilever industries. Initially the giant started to target the skin delicacy for women but that was a giveaway and the way they extended their reach to men and baby products is astounding to say the least. These products are manufactured in 21 countries worldwide and with the backing of Unilever it is marketed in 80 plus countries. Their success worldwide is largely based upon their marketing strategy worldwide.

Portfolio

Dove has a very strong portfolio in their respective fields. They have covered almost all product types from body bars to lotions and creams suitable for different primary goals and not only that they have a keen interest in products of women and babies. Moreover, they are also making hair care products which are rising to become the flagship product for dove. Furthermore, their strong background of Unilever is a well-known brand in the market while selling 400 brands in over 190 countries. Unilever owns 13 of the top 50 brands in the world with 2.5 billion consumers worldwide.

Real Marketing

They have a safe and secured business model to build upon. They have a somewhat unique marketing strategy. They build themselves a target market by having the perfect product design with it being a combination of soap and cream. This combination attracts their customers. Moreover, due to their product design they use the unique strategy of real marketing with them using real life customers instead of celebrities to market the product. This helps them connect with their customers that results in an increase in the faith that people have towards the product. They conclude with studies and tests of their own that determine the authenticity of the product.

Due to their decision of involving real life customers in their advertisements they save a fortune so with that money they opt to market on a large scale via advertisements of every other channel this increases their global reach.

Distribution strategy

The company closely works with Smallholders farmers and small-scale retailers through initiatives such as Kabisig and Shakti amma. 58% of the turnover of the brand comes from the emerging markets where there is exponential growth in the migration of people and hygiene factors. Their product lies in its roots and the distribution strategy in the marketing strategy is working out wonders. Secondly with the rise in e-commerce that product distribution over the globe has been diverse. It has been selling its product through multiple e-commerce websites and retailers over the world followed by major and minor supermarket chains.

Competitive and Marketing analysis

The parent company of Dove, Unilever has started a new campaign of (USLP) Unilever sustainable living plan. It has started an eco-friendly and environment-friendly company having a positive social impact on the society through highlighting the nourishing and environmental & natural benefits of the Dove products. The brand believes in being Global, as 70% of the local management leaders of the brand are local in order to help the brand in becoming the truly Glo-cal brand.

Dove is popularly known for its moisturizing effect, keeping skin soft and healthy. It competes with brands such as Nivea, Loreal, Ayur, Oly, Revlon, Johnson & Johnson etc.

In 2017 Dove started the role of introducing baby-care dove which it has introduced in 19 markets worldwide and the result is that with the help of surveys their product development is on the rise. This has made dove a keen emergence in this competitive market.

In all and all Dove has a successful marketing campaign worldwide that has resulted in increase in the sales of its product as well as the brand as a whole.

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