Principles of marketing BBUS - Group report_Dove analysis

s I. INTRODUCTION............................................................................................. . . . . . . . . . . . . . . . . . . . . . . . . II. THE MICROENVIRONMENT AND MACROENVIRONMENT......................................... . . . . 7 III. SWOT ANALYSIS ...................................................................................................................... 9 1. Strength .................................................................................................... . . . . . . . . . . . . . . . . . . . . . . . 2. Weakness .......................................................................................................... . . . . . . . . . . . . . . . . . . 10 3. Opportunities ..................................................................................................................... 11 4. Threats ................................................................................................................. . . . . . . . . . . . . . . . . 11 IV. STDP................................................................................................................... . . . . . . . . . . . . . . . . . . . . . . ........................................................................................................ . . . . . . . . . . . . . 12 1. Segmentation. 2. Targeting............................................................................................................................... 12 3. Differentiation.................................................................................................... . . . . . . . . . . . . . . . . . 13 4. Positioning ............................................................................................................................ 14 ............................................................................... . . . . . . . . . . . . . . . 15 V. 4Ps MARKETING STRATEGY: 1. Product................................................................................................................................... 15 2. Price................................................................................................................ . . . . . . . . . . . . . . . . . . . . . . 3. Promotion.............................................................................................................................. 17 4. Place........................................................................................................................................ 19 VI. CONCLUSION:......................................................................................................................... 20 VII. APPENDIX ............................................................................................................................... 21 .......................................................................................................... . . . . . . . . . . . . . . 38 VIII. REFERENCES Downloaded by ?inh Tr?n Quê H??ng (dinhtranquehuongtambinh@gmail.com) I. INTRODUCTION DOVE is a typical American brand of Unilever. The earliest Dove goods were soap bars that troops used in World War II, which debuted in 1957. Then, after the formula changes, Dove's moisturizing power in a cleaning product won over customers. This is another distinctive quality that contributes to the brand's rise to prominence among consumers of beauty products worldwide. The business raised $200 million by the 1990s, and it is presently valued at about $4.5 billion. Currently, Dove offers a wide range of goods in around 150 countries, including deodorant, shampoo, conditioner, body and hand lotions, shower gel, and hairstyle products. The firm credits its success to using clever and poignant marketing efforts to establish a positive reputation among women across several nations. 1.Mission Dove's "Real Beauty" message celebrates women's attractiveness and promotes empowerment. Their mission is to change perspectives, foster self-love, and empower women to reach their full potential, creating fulfilling relationships and a positive outlook on life. 2. Vision Dove aims to expand its company while reducing its negative effects on the environment and enhancing its positive social impact. Core values: Dove has worked to project an image of a compassionate, feminine brand. Fostering a feeling of femininity in customers helps Dove cement its bath soap products in the hearts and minds of millions of women across the globe. Dove represents a dedication to femininity, purity, and a joyful, loving personality. Women who use Dove products report feeling more confident about themselves. 3.DOVE - Nutritive Solutions Shampoo Dove's Bio-Nourish system, equipped with Micro Moisture Serum technology, repairs damaged hair by targeting specific areas of damage. The Fiber Actives restructuring system strengthens hair from within, reducing split ends by 95%. With its wavy waves, soft elegance, youthfulness and looseness, and comfortable hair styling, offers the freedom to go forward with ease. II. THE MICROENVIRONMENT MACROENVIRONMENT (see Appendix A) AND 1. Microenvironment 1.1 Customer Consumers: o Health-conscious individuals prioritize body care and seek safe, high-quality products. oDove targets both genders aged 18-50, but predominantly females aged 18-34. Reseller: In Vietnam, Dove shampoo is distributed through wholesalers to retailers such as pharmacies, drugstores, and beauty supply stores. 1.2 Suppliers Dove primarily sources raw materials from Vinachem. Unilever and Vinachem collaborate to develop Vietnamese raw material sources. Collaboration aims to reduce reliance on imports, increase exports, improve product pricing, and enhance competitiveness. 1.3 Marketing Intermediaries Resellers: (See Appendix A1) o Dove's products are distributed through various retailers including supermarkets and drugstores. oThey are also available on popular e-commerce platforms such as Shopee, Tiki, and Lazada. Physical distribution firms: o Dove focuses on logistics and transportation services. oThese services encompass storage, warehousing, and transportation of Dove products. Marketing services agencies: oAgencies handle advertising campaigns, market research, branding, TV commercials, print ads, and public relations for Dove. 1.4 Competitors Direct competitor: (See Appendix A2) Pantene, under the P&G group, utilizes advanced technology to develop quality products addressing dry, damaged, and brittle hair due to environmental factors. TRESemmé Platinum Strength, within the Unilever group, stands as a direct competitor to Dove Nutritive Solutions. This product line is designed to rejuvenate and fortify the hair's natural protective barrier, similar to Dove's offering. Potential competitor: Additionally, with the increasing trend of "green living" and healthconscious lifestyles among consumers, brands emphasizing natural-origin shampoos such as Cocoon, Love Beauty and Planet, ... present potential competition for Dove. 1.5 Publics Media public: Dove interacts with the media public through media events, product launches, and collaborations to generate publicity. General Publics: Dove connects with people from various demographics, age groups, genders, and geographic locations after facing a controversy in 2017 about an advertisement featuring a black lady taking off her top to reveal a white woman. (See Appendix A3) 2. Macroenvironment 2.1 Demographic (See Appendix A4) According to the General Statistics Office of Vietnam in 2021, Vietnam's population stood at 98.51 million, demonstrating a growth rate of 1.1%. The country presents a burgeoning customer base for Dove, with over 60% of the population falling within the working age range (1864). 2.2 Economic (See Appendix A5) Vietnam's GDP has experienced an average annual growth rate of 8% over the past decade, resulting in a GDP per capita of US$4,163.5, situating it as a middle-income country. The increase in disposable income and purchasing power is propelling the personal care industry, which reached a market value of up to US$2.3 billion in 2021 and is projected to grow by 7.5% from 2020 to 2025. 2.3 Technological The growth of Vietnam's economy enables easy access to Dove products through e-commerce and digital marketing. Optimization of advanced manufacturing hubs ensures efficient and sustainable formulations for Dove in the Vietnamese market. 2.4 Political The influence of CPTPP and EVFTA has facilitated free trade agreements and market access. Compliance with stringent regulations on quality control for cosmetics and personal care products ensures safety and product standards. Vietnam imposes a 10-27 percent tariff rate on products and a 10 percent VAT, making it an attractive venture. 2.5 Cultural Influenced by Korean beauty trends and social media, Vietnam experiences a surge in demand for beauty products, challenging traditional gender norms. Dove adjusts its marketing strategies to align with evolving beauty standards and consumer preferences, leveraging cultural shifts and societal influences. 2.6 Natural Capitalizing on Vietnam's coastal location, Dove optimizes export opportunities. Despite challenges, Dove's resilient products meet fast-paced consumption demands, fostering sustained growth and market expansion. III. SWOT ANALYSIS (See Appendix B) 1. Strength Being backed up by Unilever o According to Statista statistics, Unilever, alongside Nestlé, Procter & Gamble (P&G), PepsiCo, and the Coca-Cola Company, stands as a leading key player in the FMCG sector. This allows Dove products, especially Dove Nutritive Solutions, to reach its customer base more quickly. oAdditionally, Dove benefits from financial backing from Unilever for research, development, and marketing initiatives. Having stayed true to the motto of "Real Beauty" (See Appendix B1) oDove Nutritive Solutions distinguishes itself by promoting the spirit of "Real Beauty" in its advertisements and messaging, eschewing unrealistic expectations and toxic beauty standards. oThis approach has earned customers' trust in the products. oDove's products focus on repairing damage rather than promising unrealistic effects like the "silky smooth" feel of Sunsilk or the salonlike results of Treseme. Possessing a diversified distribution strategy o Around the world, we can see Dove Nutritive Solutions products at famous retailers such as Walmart, and Amazon, which increase brand recognition and help customers access the product more easily. oIn Vietnam, Unilever has entered a joint venture with Vietnamese businesses and created two famous distribution channels for this brand in Vietnam: Lever Haso and Lever Viso. This ensures continuous product supply to customers. Approaching the "Sustainability" trend quickly oThe "Sustainability" concept is becoming increasingly popular and well-known. Keeping this in mind, Dove goods, such as Dove Nutritive Solutions shampoo, have been transformed into reusable packaging. This enables the product to reach potential buyers who prioritize sustainability. Implementing effective marketing strategies (See Appendix B2) oThe “Dove Nutritive Solutions” is promoted on multimedia channels: TV, YouTube, Billboard,... oThe product has a simple, concise, and easy-to-understand message Having diverse packaging specifications (See Appendix B3) oDove Nutritive Solutions is packaged and sold in many forms: individual packages, small bottles, and large bottles. This helps increase convenience for consumers and increases sales 2. Weakness Higher price compared to other shampoo products oThis implies that not everyone can afford the product, particularly young females who do not have a steady income and are also Dove's target audience. The product is not suitable for the Asian market, especially Southeast Asia oDove Nutritive Solutions lacks plant-based components on its ingredient list, which may not meet the preference for natural products among consumers in As