Marketing Strategies of Dove: A Comprehensive Report

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Table of Contents
Task 1A......................................................................................................................................3
Task 1B....................................................................................................................................16
Reference list............................................................................................................................19
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Task 1A
1. Dove- # Real beauty
Unilever is a well known British – Dutch transnational company that is headquartered in
London (Unilever UK & Ireland. 2019). Dove was first introduced in 1987 as a beauty
cleansing bar by Unilever. This company has successfully produced an universally accepted
reliable consumer goods in which Dove is consider one highly accepted product among them.
Since the year 1987 dove has continued its journey and have always stand out upon its
commitment. Dove has been an admirable product that made people believe that the beauty is
not based upon the colour of the skin, age, shape of the body, hair or any other attributes of
the women. Until you enjoy the best of yourself, you cannot achieve whatever you want in
your life.
Dove as a product and the concept teach and preach to be beautiful, flawless, and hot and
what not but there is the desire within you that should be explored to make one happy and
satisfied. Dove recognises the aspect of personal care and have open ended-ly invited the
customers to realise that they can take care of themselves by engaging themselves with the
Dove products.
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Dove has shown better care in its
range where it is made up of around
¼ of the moisturising crème and mild
cleansers that helps to cleanse the
skin and make it soft and smooth.
Dove is a reliable product for which
it has become the No. 1
recommended brand by the
dermatologists and is been strongly
endorsed as well as been promoted
by renowned dermatologists all
around the world. Dove has its
history and heritage of providing
effective services as a beauty bar and it stand on all its promises and proofs its reliability to
its customers. Unilever with its product - Dove has shown successful built of confidence as
well as self esteem within a woman ensuring to inspire them to reach their full potential.
Dove has also followed a social concept of marketing that helps to educate the girls and the
women at a certain extent. Dove provides a Healthy perception to the women or one can say a
confidence to live fear free and can become independent. Dove gradually released the product
for both men and women but mostly inspires the women all around the world. It has
succeeded to meet a medium ranged or economic pricing strategies that have enabled both
high as well as middle-income class people can afford it. The recent introduction of small
bars and sachets have met and understood the wants of lower middle class people hence
understanding their affordability. Recognising the fact of diversification of human skin it has
shown innovative approach in offering wide range of products that has ensured personal care
to all skin types, hair and suitable to all ages (Care, 2019).
In realising the concept of Unilever with its product, Dove has helped around 40 million
young individuals to build self-confidence and self esteem within them. Assuring to love and
care for the skin and providing benefits has gradually inspired people to accept dove as the
daily use product. It also uses to provide good values to the men and women. Dove raises
awareness to the people regarding physical as well as emotional attachments with the friends
as well as with the Families. Dove advertisements always use to feature real women and not
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the female models. They use to portray the
images of the real life and do not use any
distorting or editing to those images while
holding up the dignity to originality. The Brand
has already reached around 139 countries and is
planning to grow more. From the beginning the
company committed towards the superior care of
all the women and helping them to become
champion of their life (Winch, A., 2015).
It is one of the most favourite brands worldwide
sharing both its values in improving the skin care and the self values so what’s yours? Let us
know about your opinion in the comment section below.
2. Dove- Beauty Campaign
Unilever is a well known transnational business organisation that
has positively offered beauty products, cleaning agents, personal
care as well as food and beverages to around 190 countries since
1929, around 89 years ago. Lever Brothers and Margarine Unie
established the company to provide reliable products and services
for the consumers. Unilever is the company that recognised the fact
that there should be no animal testing for researching the cosmetics
of human and it always believe in crating positivity through its products among the
customers. Of around 400 brands the company introduced Dove as a beauty bar in the year
1987 and since then Dove bring a revolution of beauty cleansing bars. The Dove has
established its real beauty campaign in the year 2004. Dove act as an agent to educate the
girls as well as the women and takes various initiatives to remove social inequalities
(products, 2019).
Dove teamed up with the former gymnast Shawn Johnson in order to shed light upon the
sexism that is been faced by the female athletes. This campaign was done in the aspect of
recognising the fact that dove believes upon the women and their inner beauty (Chari et al.,
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2017). This campaign provided a personal tone of togetherness from the brand to its
customers. Dove recognisees the personal care of the women and use ingredients such as
synthetic surfactants, vegetable oils, salts of animal facts, crème and moisturisers as well as 0
(zero) level PH that provide proper care to one’s skin.
Dove has a global presence and is
present round in 139 countries
providing excellence services through
its products to the customers. However,
dove has shown competitive pricing
strategy that provides the value to the
money to the women and is affordable
for middle as well as high class peoples.
Dove is strongly aware about its brand
and increases it brand visibility through
various channels. Dove mission is to
build and develop positivity, self
esteem and self confidence for the women. Dove always feels the importance to encourage
women so that they can achieve their full potential (Lee, 2017).
This is the reason why the brand is been sold around 51 million bars and other products all
around the world so that women can embrace their beauty. The countries all over the world
recognise the fact that the presence of dove encourages and influences well being of the
women for which the All- Parliamentary Group warded the Body image body Confidence to
the Dove in the year 2012. Dove has fulfilled all its stated commitment and had made itself
the most trusted brand in the international markets (Hsu, 2017)
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Let us know about what you feel by experiencing Dove and how it helped you to get self-
esteem and self-confidence. Let us know it below at the comment section.....
3. The Dove Difference
Marketing fundamentals is overview of the marketing in relation to its selling concept and
marketing strategy to build brand loyalty (Thompson et al., 2015). Unilever follows it as
being part of providing beautiful shopping experience among their customers. As being a
woman, there is key part that cannot be skipped out on. The thing is loving oneself and to be
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beautiful in its own way. In the words of David Hume, “Beauty is things exist in the mind
which contemplates them.”
As per Unilever’s recent campaigns of Dove, it contests narrow beauty codes, which works in
a hegemonic ideology of gender specific beauty (Unilever.co.uk, 2019). It has been done by
refusing to challenge the idea that lies on the concept of beauty as an essential part of a
woman’s personhood, identity, and social success. It is important the notion that every
woman should feel beautiful in their own way by legitimizing (Melton et al., 2017).
Dove believes that beauty is considered as not one-dimensional and it cannot be defined by
age, shape of body or skin colour. Dove started its journey by introducing new beauty
cleansing bar in 1957 (Unilever.com, 2019). It patented mild cleansers and ¼ moisturised
cream. Most of dermatologists recommend Dove across the world. Unilever uses effective
marketing strategy to evaluate and re-evaluate business activities. Positioning the brand
successfully in the international market has attracted the target market of all aged women.
Unilever has appropriate and suitable target market to consume the market as beauty and
personal care product providers. Maximising sale as per the position of Dove is important
that has effectively done by Unilever. Dove is considered aspiration for women. 'Campaign
for real beauty' is based on delivering self-esteem and confidence to women (Unilever.co.uk,
2019).
Dove succeeded in ensuring high quality products including skin care, deodorants, washing &
bathing and hair care among the customers. Dove soap bar and body wash have shown an
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innovative position in the market. It is popular all across the world as a beauty bar not soap.
Being miniaturisation and softener is the USP of Dove as reason of popularity in market
(Unilever.com, 2019). It is also recommended for its hair products and introducing spa
experience and hair care together (Ohmae, 2016). Dove uses competitive pricing and price is
little higher than its competitors. Due to high quality and unique features, demand is always
high in the market. The brand successfully celebrates diversity and promotional campaigns
against body shaming and colour discrimination. They promoted that all colours are equal
and beautiful. Dove’s campaign pulls to focus on great objectives and into the beauty. Isn’t
variety as spice in life?
Leave your comment here.
4. The Dove difference: Real Beauty
Unilever has global fame to include huge action of campaign processes to attract the
customers. It keeps its promises and quality of products since years to have real impact
among the customers (Chari et al., 2017). Campaign for Real Beauty is considered as one of
the modern marketing’s most talked success stories. This campaign expanded from billboards
to television and online campaigns. Dove’s 2013 spot shows “Real Beauty Sketches” that
became most watched video ad in that time (Unilever.co.uk, 2019). Dove first changed the
concept of female beauty by promoting plain white bar of soap for both women and men
worldwide. They have changed narrow definitions of beauty and this message is conveyed
among the audience.
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In early 2000s, Dove executes their branding style to revive that brand that can overshadow
the other companies. Unilever studied and promoted the "Tick Box" billboards featured
images of women such as "fat or fit?" and "grey or gorgeous?" The campaign has led 1.5
million visitors to the campaign for real beauty in the websites (Unilever.co.uk, 2019). Dove
is one of the successful brands with sale of over €1 billion. It was introduced as high quality
products across the countries. It is in the position of 4 as most trusted brands in the UK. It is
known for its marketing campaigns and changes in thinking among the audience.
Dove’s products are sold in more than 80 countries (Unilever.com, 2019). It has a distribution
channel with its parent company Unilever. Dove’s products are available in the general
stores, supermarkets and wholesalers as well as ecommerce sites that has made easier to the
people to avail it from any source in the market. It uses non-models for its advertisement.
Dove uses images of featured women from all body colours to promote diversity and
conveying social message. Dove’s pricing is standard in comparing other same categorised
products due to its high quality and demands. Dove recently included baby care products
ranging from baby lotion, moisturizer to wipe and diaper cream. According to Subbaiah and
Bharathi (2017), marketing strategy and campaign process are important to focus on ideal and
traditional shopping experience among the audience.
Unilever has positively shown the transparency and sustainability to acknowledge its
customers in establishing a balanced and valuable shopping experience. They successfully
promoted beauty concept by avoiding discrimination in regarding to body colour and shape.
It can be said that they would attract more customers in upcoming times with more
innovative products and introducing new products to the target market (Bartlett, 2016). How
far do you agree with the product please leave us a comment below.
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5. Dove: Moving beyond rebranding
Unilever considers making differences as basic concept of marketing and promotion. It
makes some of the best brands across the world with increasing positive social impact
(Unilever.com, 2019). They successfully conveyed branding to promote their brands and
products beyond its competitors. Dove is the first product that influences some stereotype and
narrow and conformist concept of beauty. Recently, Dove uses rebranding for developing its
standards and fame that was overshadowed for long times. It successfully campaigned
regarding concept of ‘Being beautiful (loving, ambitious, passionate, successful and so on)”.
The products have optimistically represented the
good value of money and availability among the
customers. Advertisement, sales promotion, price
fixing can be considered as crucial point to be
included to pay little attention for the customers.
The organisation includes wide marketing to
develop the marketing scenario and promotional
activity among the customers. Unilever with its product has shown the importance to focus
capturing beauty around them (Agarwal and Shaikh, 2016). It is significant to identify the
former creativity to raise awareness towards the next generation. Dove team has created
series of short films for raising awareness about larger campaign and funds for delivering the
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best practice on the next generation. Showing alternation and changes are important to focus
on establishing creative marketing and campaign.
“Evolution” is considered as real factor that turns campaign for real beauty into household. It
has impact to consider the ideas regarding marketing fundamentals over the world
(Unilever.com, 2019). Dove still feels as it has role to lead the ongoing discussion regarding
beauty and changing concept in next generation. They continue video as if social media
campaign to offer encouragement to people about change in concept. In social media pages
such as Twitter and Facebook, Dove continues campaign and hash tags such as
#DovePositiveChange. They encourage people to respond for self-deprecating about
themselves (Unilever.co.uk, 2019). Their latest short film ‘Selfie’ was released in this year to
promote beauty concept and changing concept of institutionalized body hatred. What do you
think?
Please leave a comment sharing your perception.
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