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Introduction (Dove) EXISTING PRODUCT History of Dove Purpose of new packaging Marketing strategies Products Rates Print Advertisement Case study SWOT analysis Media Product Marketing strategies
Introduction
Dove is a soap bar and personal care brand (including hair care products) owned by Unilever. Dove is primarily made from synthetic surfactants, as well as some vegetable oil based soap ingredients, such as sodium palm kern elate. These synthetic Surfactants are what give Dove the leading mildness among cleansing bars. Dove is formulated to be pH neutral, with pH that is usually between 6.5 and 7.5. Dove products include: antiperspirants/deodorants, body washes, beauty bars, lotions/moisturizers, hair care and facial care products. The bar forms of Dove are currently produced in the cool moisture, exfoliating, sensitive skin unscented, nutrium nourishing, white, pink, calming night, pro-age, and energy glow versions.
ordinary soaps, based on which Unilever started aggressive marketing and won more than 24% of the market by 2003. In 2006, Dove started the Dove self-esteem Fund. The goal of the fund is to be an agent of change to educate and inspire girls on a wider definition of beauty and to make them feel more confident about themselves. To this end, Dove have created a number of largely online- only short films, including Daughters (which also aired in a 75-second spot during the Super bowl XL), Evolution, Onslaught, and Amy. Over the last few years, Dove has focused on delivering products that inspire women to enjoy their own beauty and individuality. As part of our campaign for Real Beauty, the Dove Self Esteem Fund (DSEF) was launched in 2004 to demonstrate our commitment to the brands mission to make more women feel beautiful every day, by widening todays view of beauty and by inspiring women to take great care of them. The DSEF aims to educate and inspire young girls through a series of tools and workshops which ultimately protects and nurtures their body-related self-esteem and enables them to become fully realized adults. Through the Fund we aim to reach the lives of 5 million young people by the end of 2010, with at least one hour of participation in one of our self-esteem programmes.
Key Facts
The worlds number 1 cleansing brand
Outsells all other skin care bars combined in the US Over 1 billion showers taken with Dove products in the US each year
Concept Evaluation:
We evaluate the concept through the consumer survey and we found that majority of consumers prefer to buy TUBE PACK which was in favor of the idea and the idea was excellent. After that we evaluate the cost and we found that per unit cost of TUBE is less than the jar packs. Cost of TUBE pack is 4 to 5 percent less than the jar pack.
Convenience:
The TUBE packages have features which add convenience in distribution, handling, display, sale, opening, reclosing, use, and reuse. So this TUBE pack is more convenient and expedient to use.
TUBE pack will switch on to this new pack of DOVE. Ultimately the market share and growth will increase.
Conclusion:
The change in packaging of an existing well known brand can increase market share, attraction, customer base, loyalty but it should be done after doing consumer survey otherwise it can be negative. Modifying the packaging of established brand can cause negative consequences but for this there is a need of proper research. If there is a chance or favorable opportunity for alteration then avail that opportunity carefully as in case of DOVE cream.
Product
We are going to introduce Dove Fairness Cream in a Tube Packaging with some extra Ingredients and benefits which makes the faces soft and more beautiful. Before that idea the Dove Cream is only available in jar packaging instead of Tue Packaging. The cream with jar packaging is not easy to hold in hand and in purse especially for those girls who are very conscious about their skins. For securing the market of Dove Cream we are introducing new Tube Packaging. The new Tube packing has many value added features like
Convenience in distribution Easy to hold and carry with Easy to use Affordable for all segments
Dove has a wide range of products like Beauty bars Shampoos Conditioners Hair cream Hair spray Styling aids Mousse Body lotion Body wash Deodorant.
Price
Price is only one P among 4Ps that generate some revenue for the company rest all incurred some cost of the company. As you know that there are several price based approaches are available that company should follow. Here we use Competition based price approach for the Dove Cream with new Tube Packaging. Firstly we analyze competitor price
We charge average of competitor price. After complete analysis of all the cost which is incurred we set the standard price of the product which is easily affordable for all segments like low class, middle class, and high class people easily purchase that product.
Promotion
For the purpose of promoting the Dove Cream with new Tube Packaging we use different sources like Print Media, Electronic Media, and Internet etc Add is given on Geo TV, AAJ TV, PTV etc Radio Dawn Magazine Jung Newspaper Promote through Banners, Brochures, Charts, Play cards etc
Rates that Print and Electronic Media Charge against Promoting your product through AD Rates given are based on single vehicle of a medium
Advertising Tariff Geo Entertainment Effective July 01, 2007 Time band (PST) 000-0859 0900-1059 1100-1759 Rates per 30 Seconds (PKR) 3,570 10,000 5,000
SLOT Aaj Raat Aaj Subah Aaj Dopehar Aaj Shaam Aaj Prime Aaj Night
TIME BAND 00.00 06.00 06.00 12.00 12.00 17.00 17.00 19.30 19.30 23.00 23.00 00.00
BASERATE(per minute)
Aaj Dopehar 12.00 17.00 Aaj Shaam Aaj Prime Aaj Night 17.00 19.30 19.30 23.00 23.00 00.00
All prices are subject to General Sales Tax and inclusive of agency commission
Tickers/Scrolls & DLS/logos are charged 35% premium over Time Band Rates Fixed positions are charged as per premium schedule Above rates do not apply on special events/special presentations/special place
Instructions
1. Kindly mention the time slot and multiplier on Release Order. 2. Please allow a credit period of 15 days after the invoice is received. 3. 5% special AAJ TV discount on advance payment received 48 hours before the schedule starts. 4. All Release Orders should be sent to AAJ TV a week prior to the airing schedule. 5. Branding charges for Back Drops Side Displays and other Display material and /or special positions shall be given separately.
Material Handling
1. As per AAJ TVs requirement, material will be accepted on Beta/ DV formats only, on International Broadcast audio/video quality. 2. The material should be submitted to AAJ TV 72 hours prior to the date of transmission.
The rates for placing ads on Radio are 3000 to 5000 Rs for 1 min The rates for placing ads on Newspapers are 10,000 to 25,000 Rs for Placing on first pages
Placement
The product which we are going to introduce in Dove Cream with new Tube Packaging after deciding rest all three Marketing Ps now we are in a position to decide where the product is placed. The product should be placed everywhere in the market. Now company also targets those markets which are already not captured by the Dove Cream due to its high prices. The product is place on retail shops through different Distributors. The product is available in the market at fair price.
Case study
Dove wants to challenge the definition of the beauty. Dove believe that beauty has become too narrow in definition. We want to defy the stereotype that only young, blond and tall are beautiful. -Philippe Harousseau, Doves Marketing Director CFRB (Campaign for Real Beauty):
Reasons
Declining Sales --- lost in crowded market Increased competition --- Olay, P&G Co (Pantene, head & shoulders), LOreal, and Neutrogena.
Stagnation in one or two categories --- In spite of increase in product range Need for Brand Positioning --- Evolve brand image without losing their existing customer base
Marketing Strategy
ADVERTISING TV COMMERCIALS WEBSITE BILLBOARDS PANEL DISCUSSIONS INTERVIEWS THE DOVE SELF-ESTEEM FUND PROGRAMS
Weaknesses
Contradictory in nature Objectification of women Women featured were comparatively slim Use of idealized images in other brands under the same flagship Contradictory Japanese campaign
Opportunity
Target male customers Maintain better standards of quality Unified advertising throughout the globe Continuous innovation
Sales in the US went up by 11.4% Total Sales for the Dove Brand rose 6% No. of visitors to website increased by 200% Grand EFFIE award for advertising effectiveness
Threats
Involved marketing risk Copy by the competitors Undermining the aspiration of consumers Sustainability of campaign in long run
Media Product
Medium: Radio & e-radio (internet) Program name: Sangamam
Introduction:
Sangamam is a radio music program which enhances different genres of music right from carnatic till western performed by the professional people from the field and also the budding young minds. This program is set to wave a different musical nodes everywhere with the strong essence of music. This is also one of the way in which even the upcoming artists can perform and find a better platform for them to make a mark in the industry.
Product
Program Name: Sangamam Medium: Electronic and new media (Radio & eradio) Frequency: 93.5 Suryan Fm Time: 9am 10am (Sunday)
The media product is a music program named Sangamam which is telecasted through Suryan fm every Sunday from 9am to 10am. Program objective is to make aware of the various genres of the music to the audience played by professionals and young talented people. Sangamam will satisfy all the needs of the music lovers. Audience can tune in from wherever they are with the
help of new medium. Audience can experience the joy of musical nodes and to learn about music as well. As Suryan fm is branded well in the society and so the program is expected to have a great impact. The new Sangamam program has many value added features like Convenience in distribution Easy to carry with and tune in from any part of the globe Easy to use Affordable for all segments
Price
Price is only one P among 4Ps that generate some revenue for the company rest all incurred some cost of the radio station. Radio is one cheapest mode that we can tune in to free of cost other than the instrument that we use to tune into it can be a radio, mobile, I-pad, and internet. One of the most important things is to attract the audience to tune in to the program so that advertisers come forward to book the slot every time. As we all know the revenue for the station comes from advertisements that are aired. Revenue that a station gets is based on the Competitors price tag. Firstly we analyze competitor price We charge average of competitor price. After complete analysis of all the cost which is incurred we set the standard price to get the revenue.
Radio Slots
Super Prime Time
Timings
Rates
secs.
Promotion
For the purpose of promoting the program named Sangamam we use different sources like Print Media, Electronic Media, and Internet etc Ad is given on Sun TV, Sun music, K TV, Sun News etc Radio Dhinakaran and Kungumam Magazine Jung Newspaper Promote through Banners, Brochures, Charts, Play cards etc
Rate
Placement
As the product is easily available through new media like radio and e-radio (mobile, I-pads...). Distribution process is simple when it comes to electronic media especially radio which is cheap and compact. To make it a unique and attractive program quiz context will be conducted in between the show and prizes will be availed to the winner.
Conclusion
Most important step involved in making the program or a product a popular one is based on four strategy product, Price, Promotion and Placement. Thus the most important factor is that the strategy is based on the target audience. Communication is also one such effective aspect which makes the product to be at its peak and also earning a good revenue and fame. Revert back process should be positive to which communication is the most important process and Customers convenience towards reaching the product. When these concepts considered in a marketing strategy, the process of building a brand is dealt easily.