Marketing Management: Dove Brand Globalization Strategy Report

This report provides a comprehensive analysis of the Dove brand's global marketing strategy, examining its suitability for the international market. It applies the branding decision process to determine the brand's value and build a global presence, focusing on Unilever's approach to the Dove product. The report explores the benefits and challenges of global expansion, including strategies for managing and expanding the Dove brand worldwide. It further delves into digital branding strategies to support globalization and outlines steps to measure the brand's success. The report discusses the current brand's market position, its competitive advantages, and the importance of adapting to local market conditions. The analysis includes the 'True Beauty' campaign, its impact, and the importance of consumer research and brand expansion strategies. The report also covers the use of digital marketing and branding to enhance the Dove brand's equity and reach a wider audience. The report also explores the importance of understanding consumer behavior and adapting marketing strategies to meet their needs and preferences to achieve higher net profit or want to save costs related to raising awareness and communicating with consumer. The report also covers the importance of understanding consumer behavior and adapting marketing strategies to meet their needs and preferences.

Marketing & Management
Marketing & Management
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Marketing & Management
Contents
Introduction.................................................................................................................................. 3
Current brand and its suitability for the global market by applying the branding decision process
to determine its value and build a global brand............................................................................3
Conclusion................................................................................................................................... 7
References.................................................................................................................................. 8
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Introduction
The processes of brand development involve making decisions about brand names,
branding factors, moreover strategies for developing and positioning brands in the marketplace.
Brand elements are an integral part of identifying and distinguishing brands. There are many of
these forms, including names, logos, symbols, packaging, and more. This report includes critical
analysis of the current brand and its suitability for the global market by applying the
branding decision process to determine its value and build a global brand and for
this study Unilever organization is selected and Dove product is selected. From
Unilever Perspectives, brand equity refers to set off the brand equity or liabilities associated with
brand, name, moreover symbol, and subtracted from value that a service or product provides to
a company and corporate customer. As the head of Unilever's marketing and branding modified
the brand strategy of Unilever's Dove brand and developed an organizational plan to go global.
The report has injected vitality into the global market. This report includes the benefits and
issues of global expansion for Dove and how to manage and expand Unilever
product Dove brand globally. Finally a digital branding strategy to support the
globalization of the Dove brand and steps to measure the brand’s success is also
discussed in this report.
Current brand and its suitability for the global market by applying the
branding decision process to determine its value and build a global
brand
Dove is a product that is not only widely known in the United States but is also widely
known around the world. In just one year, Dove products sold 2.5 billion in 80 different
countries. Many women choose Dove products because they offer a huge variety of personal
care and cleaning products that have a real impact on the condition moreover feel of the skin or
hair (Abdullah Saif, 2015). Dove also touches the international perspective as their average goal
is to provide real outcomes for real women, there are all kinds of women around a world, or
Dove has the marketing tools that are relevant to all women. The term “multinational
corporations” encompasses a wide variety of operations, leading some authors to distinguish
among major strategies when competing in a global business environment: global strategies,
transnational strategies, multinational strategies and international strategies (Baraibar-Diez,
D.Odriozola, and Fernández Sánchez, 2017).
The main limitation is its lack of localization strategies can be compared to cross-country
models. Often referred to as the “multi-domestic” model, it’s a “distributed federation”. National
subsidiaries are managed as an independent unit that adapts the strategy to local situations.
The coordination of the center is limited, depends on personal relationships among central
manager and the subordinate unit manager, rather than on a formal management system. With
the growth of the interwoven financial, Unilever has revised its management strategy since the
1990s, focusing on its superior brands and products (Damoiseau, Black and Raggio, 2011). At
same time, Unilever attaches great importance to the combination of globalization and
localization. It will expand ingredients, formulations, and even advertising and packaging for
new products depend on the habits or expectations of customer in different regions. Unilever
used to be a typical multinational company, but today it has switched to a multinational strategic
operation. There is no doubt that Dove's success is largely due to business strategies involving
brand expansion, product new moreover geographic expansions. Dove True Beauty campaign
is designed to make women realize that their true beauty is not based on the prevailing
standards of youth, model-likeness and excessive makeup (Jha, Aggarwal and Gupta, 2016).
The objective is to fundamentally change the views and opinions of women. The
campaign began with advertising and showed real women who were older and heavier than
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"ideal" age but showed beauty. The annual Dove self-worth weekend event began in 2010 to
inspire moms and mentors to discuss the beauty, confidence, and self-esteem of their lives with
girls and help with discussion. The goal is to make 15 million girls around the world aware of
self-esteem by 2015. True beauty movements resonate on multiple levels. It is deeply
concerned with the consumer base, their self-confidence, and appearance. In addition, it
addresses insecurities moreover self-esteem of young women who may be sympathetic to
customers (Jung, 2014). It caused resonance. It provides a higher goal for the brand moreover
shares interest with consumers. Most of Unilever's 400 global brands are first purchased from
original country and then spread around the world.
The success of Unilever depends to a large extent on its rooted local market as well as
first-hand knowledge of the regional culture. Unilever's marketing channels cover almost all
countries or its management level and sensitivity are high (Kotzian, Knodt, And Urdze, 2011). In
this way, the home office can clearly shift its purpose from one level to another. Unilever's
advertising design reflects the characteristics of each product and creates interactive effects.
The promotion of promotional information through advertising has already demonstrated the
positive image of the company (Behind the brand: Absa repositions as Brave et al., 2018).
After the initial brand success, it is necessary to strategically calculate other areas that
the brand can explore. As the brand packaging points out, brand fit and leverage are key to a
successful brand expansion (Lim, 2015). Identifying other categories that the Dove brand might
be suitable is only half the strategy. The marketing method of using new markets is the other
half of the equation. Brands need to determine the strengths of the new category and how it will
bring success to the brand.
Attracts New Customers, one of the best reasons to develop Unilever's business is to
reach out to innovative consumer segments. For example, suppose there is a comic bookstore
that has been successful in selling all types of graphic novels and monthly serial comic books
(Mandal, 2017). Unilever decides to scale up by providing a space in the store where famous
artists will showcase their original work for customers to purchase (Berti, Pizzi and Ancarani,
2013). Now Unilever can break into a new customer market that is primarily interested in art, not
just reading comics. Unilever has retained their original customer base, but now they are also
attracting a new collection of art collectors.
Economies of Scale, Economies of the scale are other advantages of increasing into
innovative market, as suppliers and suppliers are motivated to offers discounts as Unilever
business raise as customer order more. This means Unilever will get more of the supplies and
products company need from its suppliers with less money, which means they can spend more
money to build a company and get more profit (Mizoguchi and Van Quyen, 2014).
Sometimes the brand extends to areas that are not suitable. At other times, the brand
will continue to expand for no reason. This caused confusion in the parent brand. Like sub-
brands, brand expansion can be expensive (Muhammad, 2011). The promotion and
maintenance of new brands will incur additional costs. If brand name expands too far,
expanding the brand in an unrelated market may result in reduced reliability. The Unilever
should study product categories that will use the established brand name. Innovative products
might have an impact on core/original brand image. Since management might not be capable to
provide enough investment in launch of innovative products, provided that the derivative effect
of original brand name is compensated, people's awareness and trials may be reduced (Puska,
2013). Then enter the deodorant, disposable face cloth, shampoo with weight loss humectant,
Nutrium soap and lotion with shea butter. Doves also enter the male market through "Dove Men
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+ Care". Each expansion success is based on the part on a compelling value proposition
(Bhattacharya, 2016).
In addition, the positive global expansion has made the brand an important factor in just
a few countries and is now operating in about 80 countries. However, without branding to
support the product and drive higher Real Beauty goals, the business strategy will not be
significantly successful (Rezaei, 2017). The success of the dove brand is not just happening. It
is research-based moreover uses a variety of techniques to know the problems women face in
terms of Dove products and aesthetics (Chen and Wang, 2015). Consumer research is
supplemented by expert guidance. For example, the Dove Self-Esteem Program has a global
advisory board of 11 people. Perseverance is a prerequisite for successful branding. Satisfying
customers' needs, desires, and needs is another important reason for brand expansion. If the
company meets the customer's needs, needs and requirements, it will always receive customer
retention (S and G, 2017).
To this end, the company has extended its brand as part of its brand strategy. The study
shows that brand expansion can also be used to introduce innovative brands to meet changing
customer preferences, needs, needs, and requirements. The other motivational element for
brand expansion is the economic advantage. Often, industries use brand expansion because
they need to achieve higher net profit or want to save costs related to raising awareness and
communicating with consumer (Slater, Hult and Olson, 2010). In addition to saving on the costs
associated with promotional activities, the company has also gained an economic advantage by
expanding its brand to different market segments to meet requirement of other different
segments of consumers. Like Haleeb Foods Ltd., which we chose in our research, because of
seasonal nature of its business, brand expansion is done to take advantage of unused capacity.
Cultivate Unilever's strategic position: Companies must always provide customers with reasons
to try out their products or services, but newcomers to existing markets must provide better
reasons to convert brands. To develop a strong strategic position, Dove must first understand
the competition. Identify key competitive products, similar but indirect competitors and their
stated brand attributes (H, 2018). Determine how to control a particular department. If Unilever
competitors promise to provide clean sparkling tableware, but at an expensive price,
organization can compete with lower prices or develop better antibacterial products to reach
Dove's targeted audience (Wang and Alexander, 2015). Lower prices may attract one group,
while luxury status may attract another group.
Transform production and delivery channels: Unilever may need to transform
warehousing, fulfillment and transportation channels to meet growing global demand. Unilever
may also need to expand Unilever's product mix, plant size or other capabilities to successfully
meet their growing needs. The market size Company estimates generate in the preliminary
study can also be used to predict current production capacity and demand curves. To determine
the brand's position in the market, it must be clearly differentiated from the competition
(Abdullah Saif, 2015). The process of marketing and branding is called positioning, which is the
result of implementing a marketing mix.
Digital brands can be used to bring Unilever Dove products to the market and are
fundamentally different from digital marketing. The purpose of digital marketing is to encourage
people to buy brands, while brand marketing informs consumers about the brand and conveys
its value and essence (Müge Arslan and Korkut Altuna, 2010). Digital marketing includes digital
strategies (social media, websites, etc.) that Unilever uses to convince customers to buy
products or services or to further research products; digital branding is a digital strategy for
building brand equity (ie visibility and loyalty). The digital branding strategy covers everything in
the digital strategy, but it is based on the principles of Dive brand guidelines and goals
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(Baraibar-Diez, D.Odriozola, and Fernández Sánchez, 2017). These principles are of course
outlined in Unilever Dove's product overall brand strategy. Before attempting to create a digital
branding strategy, each company needs to examine these key components of the brand.
Researchers agree that the Internet can help Unilever build brands and establish W.O.M
communication between customers, crowdsourcing and voice marketing (Whitla, 2009).
Companies must respond to the rapid growth of Web-based platforms and implement a
strategy to ensure that their digital presentation remains at a high standard. In order to
successfully take advantage of the benefits of the Internet, companies must use social media to
attract consumers. Connect with stakeholders, and ultimately create sales. Social media is a
key component of any digital strategy, providing companies with the opportunity to interact and
interact with consumers. The basic marketing mix includes products, promotions, locations, and
prices. Brand architecture is a system for organizing and constructing brands in a branded
collection. The name type used at each brand level can be a coin, association, descriptive or
generic descriptor. The existence of digital brands is an increasingly important element in brand
portfolios, as organizations that do not adopt digital brands will undoubtedly lose their
competitive edge (Ramanathan and Velayudhan, 2015).
Digital marketing uses digital strategies such as social media to convince customers to
buy products or services, or to further research products, and digital branding is a digital
strategy for building brand equity. Each element helps define the underlying part of the
business. They are things that change little, and they never change. In addition, these
cornerstone qualities guide the Dove brand so they can develop effective processes. Strategies
can be found at different levels of Unilever. It can be found throughout the Unilever or in
individuals who work in the organization. Examples of policies include the following (Damoiseau,
Black and Raggio, 2011). Corporate strategy, which is related to the entire organization it looks
at the scope and capabilities of the organization in an attempt to meet the needs and
expectations of its employees. This is a very critical aspect of the organization's activities, as it
is responsible for strategic decisions and is therefore highly influenced by investors (Vanhamme
et al., 2011). An operational strategy relates to each department in the Unilever on how it is
organized and how it operates to provide a strategic direction at the business and corporate unit
level. Hence, operational strategies focus more on people, resources and processes. Business
sector strategy which is mainly related to the competitiveness of the business in the market
main areas of focus includes making strategic decisions based on customer satisfaction, gaining
advantages over competitors, selecting products, and developing or creating new market
opportunities (Jha, Aggarwal and Gupta, 2016).
Brands are omnipotent for what people say in the online reviews. The interesting
Portlandia clip below shows how bad the bad comments are. In some companies, no comment
is as shameful as having bad comment (Jung, 2014).
Blogging is the most successful method to raise brand awareness. These posts may be
reused for social sites, bookmark sites, and press releases. Other journalists, fans and bloggers
can also send links moreover improve search engine rankings by Unilever means (Kotzian,
Knodt, and Urdze, 2011). Producing press releases, newsletters, marketing emails as well as
online videos are another form of the content that enhances Unilever's brand awareness and
attracts targeted website traffic.
Dialogue is the most powerful form of marketing. Nothing compares to the meaningful,
real connection with others. Unilever needs people to look forward to Dove's trust or guidance
from Unilever’s point of view. Replying to direct messages and posts is critical to maintaining a
smooth two-way conversation. Tell organization’s story, not just to promote Unilever’s business,
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moreover to attract others by asking others to share their opinions. People are often happy to
share photos, personal stories, and suggestions (Chen and Huang, 2016).
Conclusion
In conclusion, Brands are the image of consumers. This is also a unique feature that has
been developed to differentiate actual products from competitors. Understanding the source of
brand equity as well as measuring it using qualitative or quantitative research may provide a
variety of metrics for consumer brand equity. From the perspective of the target market the first
method, the source of brand equity comes from the consumer's perception, perception, image,
belief, and attitude towards the brand. Additionally, the results of the brand equity may be
measured by assessing consumer loyalty, price premium charged, and customer’s resistance to
competitive attacks.
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