Marketing Strategies of Dove

INDIVIDUAL FINAL MARKETING
PROJECT
Marketing Principle

TABLE OF CONTENT
1. Introduction: ............................................................................................................................ 2
2. SWOT and TOWS matrix: ......................................................................................................... 3
3. Target customer: ...................................................................................................................... 4
4. Differentiation and Positioning:................................................................................................ 4
5. Current Marketing Mix performance:....................................................................................... 6
6. Marketing objective:.................................................................................................................10
7. Recommendation:.....................................................................................................................11
8. Appendix:..................................................................................................................................12
9. References:................................................................................................................................13
1

1. Introduction
Unilever is a multinational business that sells consumer goods such as foods, beverages,
cleaning products, and personal care items. Unilever owns more than 400 brands and operates
in 100 countries, including Vietnam. The company held the largest market share in Beauty and
Personal Care in Vietnam with 23.9% ( Passport, 2021 )
DOVE is a specific brand of Unilever, contributing a significant part to Unilever's reputation. Up
to now, Dove has become a prestigious global brand with more than 50 years of experience in
the cosmetic chemical industry. Dove is in the top 10 of Beauty and Personal Care with a 2.6%
market share in 2020 ( Passport,2021 ). Since its birth, Dove has set a mission of pure beauty
care, constantly attaching importance to “real beauty” with the philosophy: “Only natural
beauty lasts forever”. In 2001, the brand entered the hair care field with shampoos and
conditioners.
One of their shampoos products is Damage Recovery (340ml ), which is Vietnam’s consumers’
go-to choice ( Figure 1). Dove's shampoos are among the most popular for women on the
market, ranking in the top three spots (Q&Me n.d.)
2

Figure 1: Dove’s shampoo damage recovery ( Dove n.d. )
3