Dove Brand Strategy: Applying Marketing Principles for Market Growth

This report provides an executive summary of Dove's marketing strategies, emphasizing the importance of identifying the positive and negative impacts of the business environment on operations. It utilizes PEST analysis to assess the external business environment and the Ansoff matrix to analyze appropriate growth strategies. The report highlights the significance of product packaging in brand recognition, stressing the need for companies to use logos and appropriate labeling to enhance brand value. The methodology involves secondary data, incorporating both qualitative and quantitative research methods to determine customer preferences and analyze numerical data such as age groups within the STP model. Key findings include an analysis of Dove's existing brand and brand values, a description of the target market using STP analysis, an examination of new market opportunities, and a competitor analysis using Porter's Five Forces. The report also explores Tauber’s brand extension options and the importance of product packaging for brand recognition, concluding with recommendations for Dove's new product development and market positioning.

Principles of Marketing

Executive summary
It is essential for every business to identify their positive and negative impact of their business
environment upon their operations so that they will make effective strategies to mitigate the
negative impacts. PEST analysis is used to identify external business environment and Ansoff
matrix is used to analyse appropriate strategies for growth of a company. It is also found that the
product packaging plays an important role in brand recognition where companies are require to
use their logo and appropriate labelling for gaining higher brand value in market.

Table of Contents
Executive summary..........................................................................................................................2
Introduction......................................................................................................................................4
Main Body.......................................................................................................................................4
Methodology...............................................................................................................................4
Findings.......................................................................................................................................4
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

Introduction
It is essential for every business to analyse their growth factors and work harder to
achieve them appropriately. There are various kinds of marketing model which can be used by a
company to analyse their position in the market and make strategies to mitigate negative impacts
and accelerate positive impacts for their business (Cannon, Lohtia and Paulich, 2021). Marketing
research is important for companies which help them to analyse the preference of their
customers. Dove is a beauty product brand which is founded in the year 1957 and its parent
company is Unilever. Dove is leading the market in US market by offering their beauty products
and they have 24% market shares. Products of dove are sold in more than 150 countries. The
following report covers methodology, findings which further include existing brand and brand
value, description of the target market, analysis of new market and competitor's analysis.
Main Body
Methodology
The following report is based on secondary data because it is using marketing model to
help company to analyse growth opportunities for them by analysing their existing marketing
conditions. On the other hand, internet sources are used to collect data for dove company. Hence,
it is the another reason for secondary report. It is also qualitative as well as quantitative research.
Qualitative research are those research which will determine the behaviour, belief, quality of
people and quantitative research are those research which help the researcher to analyse
numerical data (Hopkins and et. al., 2021). The following report will cover customer preference
on dove products as well as numerical data such as age group and many others in STP model.
Findings
Existing brand and brand values-
1. Brand- Brand in one of the most essential asset for any company which is used for
company recognition in market. Customers get to know about the company due to their
brand. It is intangible asset for the company which means it can not be touched or seen.
In context of Dove, they are having high brand value in market due to their quality
products.
2. Brand extension- This is the concept where companies make strategies for their growth
by introducing new products by using same brand name. Here, basically the companies

increase their product portfolio. This will help the company to capture more marketing
share and establish a good customer base within the market. In context of Dove, they are
having well establish brand extension strategies and they are having well planned product
portfolio for satisfying their customers.
3. Kapferer’s Brand Identity Prism- This is the model which help the companies to
establish and enhance strong brand identity in market which further help to reflect their
core values (Syafril and Hadziq, 2021). Elements of this model is further explained
below-
 Physique- It consist of tangible characteristics of the brand for product and company
popularity. In context of Dove, they are having well establish logo, their products like
soap and shampoo bottles are having different shape and size as compared to other brands
which help their customers to identify the product well.
 Personality- It include the way of responding to customers by a brand. The message
which they want to convey with appropriate tone of voice. In context of Dove, they use
polite and soft tone of voice in their advertisements and convey a good message of
equality among people.
 Culture- It define the internal culture of a company which help them to identify their
brand (Córdova and Gómez, 2020). In context of Dove, they are having well establish
internal culture of their organisation where every employee help each other for
completing their task and they have well established strategies for effective
communication. Due to effective communication strategies their employees perform well
and it help to gain high brand value in market.
 Relationship- The relationship between brand and its audience is discussed in this
element. In context of Dove, their audience have good relationship with the brand due to
the respond of the company. In case audience have any complaint then they dove will
respond them and try to mitigate the issues. This will help audience to trust dove brand
and their value.
 Customer's reflection- This element help to identify that the brand will reach to their
targeted audience by conveying their message through advertisements. In context of
Dove, they are having well various advertisements on their different kind of products.

 Customer's self image- Here, company target the market by analysing how customer
sees the world and what are their mind sets and then the brand advertise their products
accordingly.
Description of the target market-
STP analysis is used to identify how a company divide their market into smaller parts
and how they target their aimed segments (Ponomareva and Nozdrenko, 2021). This model is
used to analyse the market appropriately. This model is further explained in detail below-
Segmentation- It is the process of dividing whole market into sub parts so that company
will analyse characteristics of each part and get to know that which segment is most appropriate
for their company to gain high profit. In context of Dove, they segmented their market for the
age group of 16-24, 24-32, 32-40, and 40 and above. They also segmented their market for male
and female of middle and high income.
Targeting- This is the process of selecting one of few segments and set this segments as
targeted audience to offer the product (El Sheikh and Assaad, 2018). In context of Dove, they
targeted mainly female with age group of 18-35. they also target those customers who are having
high purchasing power and become loyal customers.
Positioning- It consist of increasing awareness of customers about the brand and their
products which they offer in the market. In context of Dove, they are promoting their products
through advertisements, social media and many others which help them to capture larger part of
globe. Dove also promote their brand by using women of all skin colour whether it is white,
brown or black and they convey message that every women is precise and start sharing their
personal experience related to beauty. Such type of messages will help to attract more customers.
Analysis of the New Market, Including Trends-
PEST analysis-
Political factors- It is essential for Dove to expand in those countries where the
government have good stability level and they promote trading activities well. Having less
restrictions on trading activities will help the company to import the required raw material and
export the finished goods to other customers easily.
Economical factors- It is also essential for the Dove Company to expand their business
in those nations which are having good infrastructure condition or which are going to develop
their infrastructure well. In case the employment rate of the nation is high then it is beneficial for

Dove to hire skilled and talented employees. They are also require to focus on the cost of raw
material of the nation where they plan to grow. In case the cost of raw material is high then it
will inure more expenses for them.
Social factors- Dove is required to expand in those countries where the customers are
having high purchasing power and provide equal rights to female population of choosing
products and services according to their will (Akbar, French and Lawson, 2020) .
Technological factors- It is also important for Dove Company to expand their business
in those countries where they will find advance technological tools and machines for their
production process. This will help them to produce their products with good quality which will
further help them to satisfy their customers.
Ansoff grid-
Market penetration- This is the growth strategy which include to expand sales by
offering existing product in existing market. Here, Dove will promote their brand more and may
offer few discounts or cut in prices in their products to increase their sales in existing market.
Market development- This is the growth strategy which consist of offering existing
product in new market. Here, Dove can target those countries which are having more demands of
their products. It is essential for them to invest high in their Research and Development
department to analyse that which market is having greater scope of development for their
products.
Product development- This is the growth strategy which consist of developing new
product or new product line in existing market (Cross and et. al., 2021). In context of Dove, they
can adopt new product line after analysing their needs and demands in the market. This growth
strategy also consist of investing more in R&D department to analyse customer preferences in
market.
Diversification- This is the growth strategy which consist of introducing new product in
new market. It is one of the most risky strategy. In context of Dove, if they want to introduce
their new product in new market then they need high marketing research for analysing need and
preference of their targeted customers.
An Explanation of the New Product-
Tauber’s brand extension options- This is the option where company try to focus on
the company's expansion by introducing new product in the market. Hence, Unilever company

have various options to expand their product line and recently they are planning to introduce
toothpaste of Dove
Product packaging- Packaging of product plays an important role in brand recognition
(Ghahnavieh, 2018). The new product of Dove which is a toothpaste must include the logo of
dove on its packaging and include all the ingredients and which they have used in making the
product.
Brand name- It is essential for the product that they will known by their brand name.
Hence, the new product which is toothpaste must be known by the Dove.
Brand positioning- New product require to create well awareness in the market and need
high promotional activities so that their targeted customers will get attracted toward the product.
Social media marketing, advertising and many others will help the brand to recognise in market.
Competitor's analysis-
Porter five forces- This is the model which is used to analyse competitors condition
within the market. It also help to analyse how a company aim to gain competitive advantage.
Elements of porter five forces are given below-
Threat of new entrants- This element will help to analyse what threat a company get
when new competitors enter the market (Cannon, Lohtia and Paulich, 2021). In context of Dove,
they are well established and high reputed company which is having good amount of market
shares. They are also having good brand image and due to this new entered companies will not
harm the Dove. Hence, they are having less risk with this threat.
Bargaining power of buyers- It is essential for dove to maintain good relationship with
their suppliers. Dove is a worldwide company which is having more than one suppliers and this
will help them to switch instantly to other supplier in case one of few suppliers left the brand.
They can also provide discounts and offers to their suppliers on their products for maintaining
good relationship.
Bargaining power of customers- Customers are one of the most important part of a
company. Hence, it is essential for Dove to maintain good relationship with their customers by
offering them quality products at reasonable prices. They can also attract customers by
conveying them those messages which will help them to attract more customers.
Threat of substitute products- Substitute goods are those goods which are used in place
of each other (Hopkins and et. al., 2021). Dove is providing beauty products to their customers

which is easily copied by their competitors. Hence, they are required to promote more and aware
their customers about the originality of their products and what kind of substitutes of low quality
is presented in the market which can damage their skin.
Rivalry among existing competitors- Competitors are one of the biggest threat for any
company. In context of Dove, their competitors such as Olay, Nivea, L'Oreal and many others.
These all brands are having strong customer base and having effective competitor's strategy to
gain competitive advantage. Hence, Dove is having a great harm from their competitors.
Conclusion
It is concluded that STP model is used to analyse market appropriately and how
customers treat their brand and products in the market. PEST analysis is used to identify external
business environment of a company and help the company to identify their positive and negative
impacts upon business. Ansoff matrix will further help to analyse growth strategies for a
company to expand their business well. It is also concluded that porter five forces is used to
analyse completion present in the industry and how to make effective strategies to mitigate the
risk of threat by competitors.

References
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