Marketing Strategies for Dove Shampoo in the Australian Market

CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY

Executive Summary
Marketing may be considered to be one of the most success-critical factors for a business and
hence the management may need to focus critically on their marketing strategies on a regular
basis. The present paper shows the marketing strategies adopted by Unilever, a global FMCG
brand, for their product Dove shampoo in the Australian market. The researcher, through the
analysis and evaluation in the paper, has reached to a concluding statement that may underscore
the fact that the business has been doing fairly well in promoting its offering among the targeted
audience, especially the women looking for beauty products. Though there have been certain
issues that the management is facing with respect to the gender biasness problems of product
positioning and also the lower income groups’ non-reachability of the product, the overall
strategy may seem to be effective. The recommendations have been suggested to overcome these
shortcomings in order to attain the sustainability in the long-run.
Page 2 of 14

Table of Contents
1.0 Introduction................................................................................................................................4
2.0 Product Overview......................................................................................................................5
3.0 Critical Analysis........................................................................................................................6
3.1 Product Potential....................................................................................................................6
3.2 Marketing Strategies..............................................................................................................7
3.3 Merits and Demerits..............................................................................................................9
4.0 Strategic Recommendations....................................................................................................10
5.0 Conclusion...............................................................................................................................12
Reference.......................................................................................................................................13
Page 3 of 14

1.0 Introduction
Analysis of marketing strategy may be considered to be one of the most significant and success-
critical factors of a business as the process of such analysis may take into consideration number
of factors that are both internal and external to the business. The instant paper delves into the
analysis of a specific product, Dove, offered by famous FMCG brand Unilever in the context of
the Australian market. At the very beginning of the study, the researcher puts a brief introduction
followed by the discussion on the product overview as well as the product potential on the
backdrop of the established theoretical framework of SWOT. In the next part of the study paper,
the offering has been critically analysed the marketing strategies of Unilever for Dove with
reference to 4P’s of marketing theory. In addition, the merits and demerits of the product have
also been elaborated followed by the three strategic recommendations. Finally, the paper is being
ended by way of a concluding note.
Page 4 of 14