Customer Experience and Management of Dove

Running head: CUSTOMER EXPERIENCE MANAGEMENT OF DOVE
Customer Experience and Management of Dove
Name of the Student
Name of the University
Author note

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CUSTOMER EXPERIENCE MANAGEMENT OF DOVE
Table of Contents
Introduction:....................................................................................................................................1
Two customer segments Dove and their profiles:...........................................................................1
Demographic segmentation:............................................................................................................2
Psychographic segmentation:..........................................................................................................4
Personas of consumers of Dove products:...................................................................................4
Millennial customers type 1: Hipennial:......................................................................................4
Millennial customers type 3: Old school:....................................................................................5
Millennial customers type 3: Gadget Guru:.................................................................................6
Millennial customers type 4: Clean and Green millennial:.........................................................7
Millennial customers type 5: Millennial Mom or family oriented:.............................................8
Millennial customers type 6: Anti-millennial:.............................................................................9
Considering the voice of customers to form experience strategy and customer feedback:...........10
Proposition of value for customer segments:.................................................................................12
Suggested experience and journey maps of upper class people and working people:..................13
Conclusion:....................................................................................................................................13
References:....................................................................................................................................14

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CUSTOMER EXPERIENCE MANAGEMENT OF DOVE
Introduction:
Creation of positive customer experiences play a very important role in creation of value
by products for customers and consequent revenue generation. Today, creation of value is not
only dependent on the marketers but also the retail chains. The paper would visit this concept
with Woolworths as the retail and Dove as the brand.
Two customer segments Dove and their profiles:
The researcher would consider two customer segments which avail Dove products at the
outlets of the Woolworths. The two segments under consideration are the demographic
segments and psychographic segments. Dove is a brand of range of premium beauty products
owned and marketed by Unilever and available at the outlets of the Woolworth’s retail chain.
The product line of Dove consists of premium toilet soaps, shampoos, conditioners, deodorants
and creams. The products under the brand name of Dove come with their signature fragrances
which are very mild yet appealing. The packages of the Dove products are of subtle colours like
white and sky blue which give them a sophisticated appeal. This sophisticated attribute enables
Dove to attract the premium customers. The products for both men and women marketed under
the brand name of Dove are attributed with superior quality. The products are made from both
vegetative and animal origin raw materials. The products under the brand name of Dove are thus
in demand due to customers of both upper class and middle class.
The Woolworths is an Australian chain of supermarket which sells a variety of consumer
goods like fruits, vegetables, meat products, alcohol and bakery products. The super market
chain sells organic and inorganic products. As a result, its customer base consists of both upper
class customers and middle class customers. This immense customer base enables the super

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CUSTOMER EXPERIENCE MANAGEMENT OF DOVE
market hold highest position and renders it immense revenue. This middle class and premium
customer bases makes the Australian retail chain attractive to top international consumer goods
companies to sell their products. The retail chain provides a strong base to the British-Dutch
consumer goods company, Unilever. Unilever sells several of its premium products at the outlets
of the Woolworths to get access to middle and upper class consumer base in order to earn
immense profit. One can also point out from the discussion that the customer profile of Dove is
well aligned with the customer profile of the Woolworths. The Woolworths sells Dove products
both for men and women. The products of Dove available at the retail chain include soap bars,
shower gels, creams, shampoos and hand washes. The following are the customer segments and
profiles of the Dove which Unilever sells at the outlets of the Woolworths:
Demographic segmentation:
The demographic segmentation of the customer segments of Dove consist of Australia
and overseas. The skincare products of Dove are available in Woolworth’s branches both within
Australia and overseas. The first attribute of the customer profile of Dove is that they consist of
both men and women. The products under the brand Dove are available at various outlets of the
Woolworths supermarket. The second attribute of the customer profile of Dove is its customers
are mostly middle and upper class people. It can be pointed out that Woolworths, being one of
Australia’s leading retail chains sell high quality products. It sells organic products and finished
goods of leading consumer companies. Thus its consumer base too consists of upper class
consumers. These consumers have sufficient disposable income to purchase expensive skin care