Developing a Digital Marketing Campaign for Dove: A Strategic Approach

This project presents a comprehensive digital marketing campaign for Dove. It begins with an introduction outlining the importance of digital marketing in achieving business goals, followed by a detailed marketing plan that defines the brand, creates buyer personas, sets goals, chooses appropriate marketing methods, and establishes a budget. The analysis includes an overview of the strategies used by Dove, particularly social media marketing, and its effectiveness. PESTEL and SWOT analyses are conducted to assess the external and internal factors impacting Dove's performance, followed by a competitor analysis and market analysis. The project links digital marketing strategy with digital business, emphasizing the role of Facebook as a key platform, and formulates specific, measurable, and attainable objectives. It identifies and examines segmentation, targeting, and positioning strategies, along with a marketing mix that includes product, price, place, promotion, physical evidence, people, and process. The project also includes an evaluation and analysis of budgeting, along with a detailed evaluation of the digital marketing campaign, concluding with references.

Digital marketing
campaign for Dove

Table of Contents
INTRODUCTION...........................................................................................................................1
Digital marketing plan.................................................................................................................1
Overview of strategies used in organisation................................................................................1
PESTEL analysis.........................................................................................................................2
SWOT analysis............................................................................................................................3
Competitors analysis....................................................................................................................3
Market analysis............................................................................................................................3
Situation analysis.........................................................................................................................3
Linking digital marketing strategy with digital business.............................................................4
Formulation of appropriate objectives.........................................................................................4
Identifying and examining the things that can be done to achieve formulated objectives..........4
Evaluation and analysis of the aspect of budgeting.....................................................................5
Detailed evaluation of the digital marketing campaign...............................................................6
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Digital marketing plan is method to promote the products and services with the help of
digitally and it helps in achieving the main objectives and goals of company. This facilitates in
framing objectives and communicating costume at bigger level (Bala and Verma, 2018).
Nowadays this method is become popular to resonates the costumers and has many benefits for
the organisation. For the company Dove the digital marketing has done to accomplish the targets
and using certain strategies and tactics for promotion. Digital marketing facilitates in improving
overall efficiency and effectiveness and make it more easy to promote its goods and services.
Digital marketing plan
Following is the digital marketing plan for the company are as follows-
 Define the brand- First step is to define the brands properly and determine the ins and
out of brand to sell it to audience. For company Dove, it is important to know the brand
and accordingly serve to the costumer.
 Create buyer personas- It refers to defining and targeting the costumer and collect the
information about them. For the company Dove this will help in running the marketing
campaign and easy to target them. It is necessary to target the buyers and accordingly
frame the strategies to attract them to buy the products.
 Goal setting- It is important to embark the journey and determine marketing campaign to
set the goal. Dove need to set the desired goals and objectives that will facilitate in
making right decision (Chaffey and Smith, 2017).
 Choose right method- There are effective marketing plan that will help in achieving the
targets. Dove can use appropriate method in campaign to promote its products.
 Set budget- Setting up the budget for campaign is necessary as through it able to
implement the action. Dove company will able to allocate its money to right channel and
will find best to use to sufficiently maintained the different activities.
Overview of strategies used in organisation
In promoting the products online the method that is used by company Dove is social
media marketing. This is tool is very effective in marketing plan and that facilitates in providing
best results to the company. Through this method company able to use certain platform and
different sites to make costumer aware about the brand. This is necessary to regulating the whole
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process of campaigning and this is also very cost effective and does not require much efforts and
time. This helps in reaching out the costumer globally easily without any restriction as it allow
platform which is easily accessible. Social media marketing helps in delivering the right and
prompt message to its target costumer and that makes it more reliable to access and giving best
output to the company (Chester and Montgomery, 2017).
PESTEL analysis
It is an analysis that helps in identifying the external factors which impacts the working
of the firm and it has many parts included in it that are explained briefly below with context of
dove-
 Political- Since the parent brand of Dove is Unilever which is located in the UK and
because of the Brexit deal there is a great change in the positioning of the company and
thus digital marketing can play a big role in this so as to increase the sales.
 Economic- Since GDP of the company decreases due to Brexit and thus it affected dove
as its market value also reduced because of it. Thus digital marketing can be used in order
to improve its positioning in the industry.
 Social- There is a huge change in people opting for products that are sustainable and
provide benefits in the long run and thus by using digital marketing products and services
of dove can impact the market in an impactful manner.
 Technological- There is a change in technology since new and advanced technology is
opted by firms in order to use the resources effectively and efficiently. Dove can use
digital marketing technology to improve its performance in terms of sales so that it can
sustain in the market for a longer time period (Deiss and Henneberry, 2020).
 Environmental- Dove must reduce its carbon footprints by using renewable sources of
energy and by using digital marketing it can help the firm to grow and prosper in the
current market conditions.
 Legal- Dove must abode by all the laws and legal aspects so that it cannot hamper its
working and it can use digital marketing up to a certain extend that is within the law so
that it can be used in an effective way.
SWOT analysis
This analysis help in evaluating strengths, weaknesses, opportunities, and threats that a
firm possess and it is explained below with reference to dove in a systematic manner below-
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Strengths Weaknesses
The design of the products that Dove sells is
unique and also it does not use celebrities to
endorse its products which makes the end
product cheaper for the consumer which helps
it in increasing its sales (Gaitniece, 2018).
Dove mainly concentrates in creating a
consumer base in urban areas which results in
decline in rural share which affects its sales
and profitability in the long run.
Opportunities Threats
There is an opportunity for Dove to capture a
larger share by focussing on products of men
since there is an increased demand for these
goods.
The entry and exit in the market is not
restricted in which Dove operates it acts as a
threat as there is increased competition.
Competitors analysis
There are a number of competitors of Dove like in beauty segment there is Olay and
Nivea, in baby products there is Johnson and Johnson and Himalaya, while in soaps and
shampoos there is Lux and Pears and all uses different digital marketing platforms like social
media, bill boards, etc. Thus Dove must use appropriate strategy so that it can stand well ahead
of its competitors that are working in the similar industry (Kemp, Randon McDougal and Syrdal,
2019).
Market analysis
The market in which Dove operates in highly volatile in nature and thus needs time to
time updation and upgration in various aspects that possess a lot of value in the current market
situation like changing technology, using different sales tactics, etc. so that it can add value to
the firm in the long run (Lui and Au, 2017).
Situation analysis
It can be said that Dove is though placed very well in the industry in which it operates but still is
lacking behind in many things and it must implement appropriate measures so that it can help the
company to grow and develop in the market.
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Linking digital marketing strategy with digital business
Digital marketing is one of the most important as well as crucial aspect as it can help a
business to grow and prosper in the market while at the same time it can hamper its performance
if not implemented in an accurate and precise manner. The best platform for Dove is Facebook
as it has a vast number of people and it can provide a ready platform to the company and it is
highly beneficial too since its cost is pretty low which can help in increasing the profitability
margin. All these things can help Dove to sustain in the market for a longer time period and also
it can help it to gather the attention of a large number of people and it is very crucial to be in the
sub conscious minds of the buyers since it becomes helpful in increasing sales and profitability
(Naraine, Pegoraro and Wear, 2019).
Formulation of appropriate objectives
There are many objectives but the most important ones are describes below-
 Specific- It includes specific facts and figures that has to be achieved and digital
marketing can help Dove to accomplish all those in an effective and efficient manner.
 Measurable- These includes objectives that can be measured and digital marketing can
fulfil all those objectives that can be measured in terms of value.
 Attainable- Objectives must be practical enough so that they can be attained without
facing any complications and digital marketing can help to achieve all those and that too
in an impactful way.
Identifying and examining the things that can be done to achieve formulated objectives
Different plans can be made with reference to the above objectives and all are explained
below in an elaborated manner-
 Segmentation- It this all the objectives that are classified under different heads like
specific, measurable, and attainable are further segmented in an appropriate and precise
manner so that it can lead to the accomplishment of the desired objectives by
implementing all in an accurate way.
 Targeting- This is an aspect in which a target is identified and all the activities are then
directed towards a single goal so that it can be attained within a short time frame making
company which is Dove profitable.
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 Positioning- In this a product is placed in such a manner so that it can fetch maximum
results and can attract huge number of people so that it can prove beneficial for Dove in
the long run.
Marketing mix- It is a tool that helps in marketing products or services in a better way
so that it can carter the needs and requirements of the owners and thus it involves various aspects
that are elaborated below-
 Product- The product that a company sells must be according to the requirements of its
prospective buyers and Dove keeps that in mind and thus make such products that is
currently in demand (Nguyen and et.al., 2020).
 Price- Price of the product or service must be feasible for the consumer and Dove
analyses all these in a detailed manner and keeps its price competitive in the market.
 Place- The product or service that the company is providing must be at such a
geographical location so that it can reach maximum number of people and Dove is
located mostly at every place making it accessible for the buyers.
 Promotion- It is the techniques used for doing promotion of the products and services
and Dove uses advertisement, and direct marketing channels to promote it which had
proved beneficial for it in the long run.
 Physical evidence- The things that can be seen by the buyer comes in it and thus Dove
makes its products in a unique way so that a number of people get attracted towards it.
 People- It is related with the force that works behind in the success of the product and
Dove recruits talented and experienced staff so that it can help in increased sales and
subsequently profitability in the long run.
 Process- The process that has been followed by a firm comes in it and Dove has an intact
supply chain that helps it to deliver its products and services all over the world.
Evaluation and analysis of the aspect of budgeting
Budgeting is a plan that has been made by a team of experts so that the resources can be
utilised to the fullest and unnecessary expenditures can be reduced so that it can prove beneficial
for the firm in the long run. The budget that will be made of the company that is Dove will be
formulated after a detailed analysis and evaluation of all the aspects that directly as well as
indirectly hampers the performance of the firm. The formulated budget can be maintained by
cutting down things that are not fetching appropriate results for the organisation and by using
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sustainable and renewable sources of energy cost of producing a product or service can come
down which will subsequently generate higher returns that can be further reinvested which can
fetch large amount that can be used in various other activities (Yoga, Korry and Yulianti, 2019).
Detailed evaluation of the digital marketing campaign
Digital marketing campaign of Dove will work as it is planned since it gives a huge
exposure to all the products and services that the company sells as it gives a mass reach and is
beneficial too as it helps in increment of sales and then profitability in the long term context. It
can also be evaluated from different aspects like consumers reaction, surveys, and with the help
of market research so as to analyse that the campaign is able to do the things that it is supposed
to do or not. According to the things that are examined decisions can be taken so that appropriate
and necessary measures and rectifications can be taken in the digital marketing campaign if
something is lacking in it.
CONCLUSION
Digital marketing is one of the most important as well as essential aspect for every firm
that is operating in the current market as it gives an additional scope to a company so that it can
run on the path of success. From the above it can be concluded that there are many things that
directly and indirectly affects the working of the enterprise that is Dove. Apart from that it can be
concluded that there are many strong points but many weaknesses too for Dove but still the
company is very well placed in the current market situation but there is a room for improvement
and with the help of digital marketing campaign it can fill all the loop holes that are currently
prevailing.
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REFERENCES
Books and journals
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
A Critical Review of Digital Marketing. International Journal of Management, IT &
Engineering. 8(10). pp.321-339.
Chaffey, D. and Smith, P. R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Chester, J. and Montgomery, K.C., 2017. The role of digital marketing in political
campaigns. Internet Policy Review. 6(4). pp.1-20.
Deiss, R. and Henneberry, R., 2020. Digital marketing for dummies. John Wiley & Sons.
Gaitniece, E., 2018, September. Digital Marketing Performance Evaluation Methods. In CBU
International Conference Proceedings (Vol. 6, pp. 135-140).
Kemp, A., Randon McDougal, E. and Syrdal, H., 2019. The matchmaking activity: An
experiential learning exercise on influencer marketing for the digital marketing
classroom. Journal of Marketing Education. 41(2). pp.141-153.
Lui, R. W. and Au, C. H., 2017, December. Designing simulation games for information systems
education—A case study in teaching for digital marketing. In 2017 IEEE 6th
International Conference on Teaching, Assessment, and Learning for Engineering
(TALE) (pp. 290-295). IEEE.
Naraine, M. L., Pegoraro, A. and Wear, H., 2019. # WeTheNorth: Examining an Online Brand
Community Through a Professional Sport Organization’s Hashtag Marketing
Campaign. Communication & Sport, p.2167479519878676.
Nguyen, H. D. and et.al., 2020, December. Design a Management System for the Influencer
Marketing Campaign on Social Network. In International Conference on Computational
Data and Social Networks (pp. 139-151). Springer, Cham.
Yoga, I. M. S., Korry, N. P. D. P. and Yulianti, N. M. D. R., 2019. Information technology
adoption on digital marketing communication channel. International journal of social
sciences and humanities. 3(2). pp.95-104.
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