Marketing Mix of Dove analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Dove marketing strategy. The article elaborates the pricing, advertising & distribution strategies used by the company.
Let us start the Dove Marketing Mix:
Dove provides high quality products. Categories of products in the marketing mix of Dove are skin care, washing & bathing, deodorants and hair care. Dove soap positions itself as something better than soap and that it itself is not a soap but a beauty bar. The point of difference being moisturization and softner and cleansing cream. Dove is also well known for its haircare products which are recommended by dermatologists. New products are being regularly introduced. In deodorants Dove introduced the Dry Spray deodorant. In hair products Dove has introduced Advanced Hair Series globally. Dove has also launched the Dove DermaSpa range in Europe which brings spa experience and hair care at one place. Dove has recently forayed into baby care products with products ranging from moisturizer, baby lotion to diaper cream and wipes.
Dove uses competitive pricing. Dove products were initially premium priced however due to low demand dove reduced the price. The products are priced slightly higher than competitors. But due to high quality and unique features of moisturizer and softener demand is high. Thus, the price strategy in the market mix mostly is governed by the competition prices because of the several number of competitor products available.
Dove products are sold in more than 80 countries. Dove uses distribution channels of its parent company Unilever. Products are transported from factory to warehouse from where C&F agent sells to stockists and stockist to retailer. Dove products are available in supermarkets, general stores,, chemists and wholesellers. Dove products can be bought from ecommerce sites as well.
Beauty product companies have for decades focused on an ideal image which everyone should aspire to become using that company’s product. Dove has unique and completely different marketing campaign. The promotional strategy in the marketing mix of Dove is aspirational for women. Its ‘Campaign for real beauty’ focuses on women self-esteem. The brand successfully communicated that people of all ages and all colours are equally beautiful. It celebrates diversity in each individual. Dove uses non models in all its advertising campaigns. Dove uses people of all body sizes, age and colour in its advertisements. Dove also promotes its brands through videos and short films and its ad films are some of the most widely downloaded.. Dove has launched a campaign to combat the negative media campaigns which exploit women’s insecurity and self-esteem. It used curvy women to fight the ideal body shape image created and also released a video showing the editing process of models. Dove’s Ad Makeover campaign is social media based wherein negative ads can be replaced by positive messages designed by Dove which boost women’s self-esteem. Dove uses magazines such as cosmopolitan which women regularly read to advertise. Dove established a self-esteem fund which aims to educate girls, help them overcome beauty related problems online bullying and raise self-esteem. It uses evidence based programmes and online resources for children as well as parents and teachers. The Dove Self-Esteem Project has reached more than 19 million young people in 115 countries. Dove also uses promotional methods such as coupons and exclusive offers. All these campaigns have created a very positive and trust worthy brand image of Dove. Hence, this covers the entire Dove marketing mix.
Dove is a personal care brand of Unilever. It is one of the most valuable brand with sales of over €1 billion. Dove was introduced in 1957 and provides high quality personal care products across more than 80 countries. Dove provides products for both women and men. It is No 4 most trusted brand in India and has high growth potential. It is positioned as a high quality brand at affordable prices. Dove had started with beauty soap which became popular in 1970’s as a mild soap. Dove now has a wide range of personal products. Dove competes with L’oreal and Olay. Dove is known for its revolutionary marketing campaign ‘Campaign for real beauty’.
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