Marketing Principles for New Product Launch: Dove Feminine Hygiene

This report examines the marketing principles for the launch of Dove's feminine hygiene liquid wash, a new product under the Unilever umbrella. It begins with an executive summary and table of contents, followed by an introduction outlining the report's objective: to analyze the business environment and propose a marketing plan. The report details Dove's market segment, focusing on women aged 15-45 and highlighting the brand's commitment to natural ingredients and moisturizing properties. It discusses the positive environment for product launch, including changing perceptions of feminine hygiene and brand loyalty. A PESTEL analysis is provided, considering political, economic, social, technological, environmental, and legal factors. The report identifies the targeted consumer group, emphasizing working women with an interest in personal care. A detailed marketing mix is presented, including product features (gentle, paraben-free), pricing strategy, distribution channels, and promotional activities. The report concludes that Dove's feminine hygiene liquid wash is likely to succeed in the market, given its strong brand reputation and effective marketing mix. References and an appendix with the PESTEL analysis are included.

Running head: MARKETING PRINCIPLES FOR NEW PRODUCT LAUNCH
Marketing Principles for New Product Launch: Dove Feminine Hygiene Liquid Wash
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1MARKETING PRINCIPLES FOR NEW PRODUCT LAUNCH
Executive summery
The report aims to analysis business environment of a new product that is going to be
launched by Unilever under the product range of Dove. It has been described as female
personal care product termed as feminine hygiene liquid wash. The report has discussed the
market segment for the new product and has presented a marketing mix plan according to
that. Finally, the possibility of generating profit and public acceptance has been evaluated.

2MARKETING PRINCIPLES FOR NEW PRODUCT LAUNCH
Table of Contents
Introduction................................................................................................................................3
Dove’s market segment..............................................................................................................3
Positive environment of product launch....................................................................................4
PESTEL analysis of Dove......................................................................................................4
Targeted consumer group...........................................................................................................5
Marketing mix of Feminine Hygiene Liquid Wash...................................................................5
Conclusion..................................................................................................................................6
References..................................................................................................................................7
Appendix: PESTEL analysis......................................................................................................8

3MARKETING PRINCIPLES FOR NEW PRODUCT LAUNCH
Introduction
The objective behind writing this report is to present an idea of a new product
sponsored by Unilever, under the range of personal care products of Dove. Unilever,
Australia falls under multinational fast moving consumer goods industry, which deals with
packaged foods, ice cream, and home and personal care products (www.Unilever.com 2018).
According to the same source Unilever group owns some of the largest selling brands like
Dove, Sunsilk, Vaseline, Rexona, Lipton and many more. The products are parts of about 2
billion people’s daily lifestyle as the company has more than 350 brands which are sold in no
less than 200 countries.
As per the data collected in 2016, Unilever group had managed to draw a global
revenue of about 50 billion Euros. The agenda is to launch Dove feminine hygiene liquid
wash and in order to do that the report will discuss probable marketing principles for that
according to the business environment.
Dove’s market segment
Dove is one of the most selling product brands and in 2016 only; it generated around
5 billion dollars from sale (Adbrands.net (2018). Considering the problem of Dry skin among
females, Dove has introduced themselves in the market under Unilever, with a promise of
providing a decent bathing experience leaving the skin moisturized after every shower unlike
other soaps consist of harmful chemicals. At this point, several premium brands like L’Oreal,
Nivea, and Clinique can be recognised as competitors of Dove present in the market. As from
the very beginning, Dove has been promising to deliver natural products with no harmful
chemicals; Unilever has decided it would be better than any other brands to launch feminine
hygiene liquid wash targeting females under the age group of 15 to 45 mainly as their market.

4MARKETING PRINCIPLES FOR NEW PRODUCT LAUNCH
Positive environment of product launch
According to the reports on global market of intimate wash, it is on the verge of
periodic growth as the definition of hygiene among females is changing with the progression
of literacy rates. Although, the product has an urban approach, females living in small towns
even are so conscious about their personal care that huge acceptance of intimate wash has
been observed in those areas as well. Therefore, as described in Rihtaršič and Rihtaršič
(2017), consumer perception can be identified as one of the major variables in the market of
feminine hygiene products. As far as latest trend is concerned, brand loyalty is controlling
this market, as females do not want to trust any random brands regarding this sensitive
matter. As per the study Kelčíková, Mazúchová and Kaisová (2017), acknowledging
women’s preference of familiar brands, Unilever has decided to launch the product under the
brand name of Dove. It can be expected that women under the age group of 15 to 45, will
accept Dove’s experiment with feminine care.
PESTEL analysis of Dove
 The brand is obliged to maintain political restrictions and principles of guideline
structured by European commission and food and drug Administration of United
States of America. Besides, there are certain native laws of Europe regarding imports,
exports that work as hindrance occasionally in the pathway of their growth.
According to the law, the company cannot encourage testing products on animals.
 Consumers tend to believe familiar and budget friendly quality products. Customers
can switch brands if they cannot get products within the range as economic recession
has a huge impact on customer preferences.
 Dove always believe in inner beauty and campaigns concentrates on helping women
to realise irrespective of skin colour every woman is beautiful in their own way

5MARKETING PRINCIPLES FOR NEW PRODUCT LAUNCH
(Taylor, Johnston and Whitehead 2016). Dove has been working on rectifying the
social image of since the days of beginning.
 Considering the hectic schedule of working women, product can be made available on
various online shopping site.
 According to De Abreu Sofiatti Dalmarco, Hamza and Aoqui (2015), Dove wants to
be represented as environment friendly brand so they promote environmental
sustainability by using renewable natural resources starting from the natural elements
of the products to packaging of those.
 As the brand covers the needs of human’s daily requirement of well-being, both
nationally and internationally the company must follow several restrictions of product
safety, taxes along with health and safety of the employees.
Targeted consumer group
Unilever is going to launch Feminine Hygiene Liquid Wash considering the hectic
lifestyle of Australian women under the age group of 15 to 45, who are working or busy in
urban lifestyle (Feston and Misra 2014.). Centrally, the group having upper income can
afford this product yet middle class women living in town areas as well showing interest in
such hygiene products, which is enhancing the market for it.
Their campaign shares a psychographic segmentation by launching the idea of inner
beauty. It tries to convey a social message that everyone is beautiful in their own way
irrespective of skin colour, sizes and ages. Dove comes with a promise of protecting an
enhancing the beauty and nothing else.
Marketing mix of Feminine Hygiene Liquid Wash
In order to present a marketing mix 4P’s of marketing can be taken into account I the
first place.

6MARKETING PRINCIPLES FOR NEW PRODUCT LAUNCH
 The product will be as gentle as a baby soap on skin as well as Paraben-free (Watkins
et al. 2015).
 The price will be under the budget scale of working women belong to upper and
middle class.
 Although, it is going to be launched in, Woolworths, one of biggest retail stores of
Australia, after observing the market response it will be promoted in global market
too.
 Along with traditional media channels like Magazines, television and newspaper
advertisements, Dove is going to post ads on several social networks like Facebook,
YouTube and Instagram to attract the attention of the young generation.
It will be positioned as one of the essential personal care product for women. As they
term the soap as beauty bar consist of 1/4th of moisturizing elements, this hygiene liquid wash
is going to possess the same properties leaving women’s beauty as it has always been (Taylor,
Johnston and Whitehead 2016). The range is dermatologically tested, maintains pH-balance of
intimate areas and extremely mild on skin.
Conclusion
Acknowledging the market trend, consumer interest and brand loyalty it can be
concluded that if Dove introduces feminine hygiene liquid wash it is going to perform well in
the market. The marketing mix suggest that Dove has goodwill of developing chemical free
products with moisturizing elements in it and that is the main USP of such intimate wash
products.

7MARKETING PRINCIPLES FOR NEW PRODUCT LAUNCH
References
Adbrands.net (2018). Dove advertising & marketing profile (subscriber access). [online]
Adbrands.net. Available at: https://www.adbrands.net/us/dove-us.htm [Accessed 6 Sep.
2018].
De Abreu Sofiatti Dalmarco, D., Hamza, K.M. and Aoqui, C., 2015. The Implementation of
Product Development Strategies Focused on Sustainability: From Brazil—The Case of
Natura Sou Cosmetics Brand. Environmental Quality Management, 24(3), pp.1-15.
Feston, B.N. and Misra, S., 2014. A RESEARCH STUDY ON THE EFFECTIVENESS OF
MARKETING COMMUNICATIONS WITH RESPECT TO WOMEN HYGIENE
PRODUCTS. International Journal of Research in Management & Social Science, p.51.
Kelčíková, S., Mazúchová, L. and Kaisová, L., 2017. Examining the determinants of intimate
hygiene for young women with an emphasis on behavior related to risk of vulvovaginal
infections. Central European Journal of Nursing and Midwifery, 8(2), pp.641-649.
Rihtaršič, T. and Rihtaršič, M., 2017. Model of Consumer Behaviour-Feminine
Hygiene. Economics, 5(1), pp.125-136.
Taylor, J., Johnston, J. and Whitehead, K., 2016. A Corporation in Feminist Clothing? Young
Women Discuss the Dove ‘Real Beauty’Campaign. Critical Sociology, 42(1), pp.123-144.
Watkins, R., Wu, L., Zhang, C., Davis, R.M. and Xu, B., 2015. Natural product-based
nanomedicine: recent advances and issues. International journal of nanomedicine, 10,
p.6055.
www.Unilever.com (2018). Unilever global company website | Unilever Global. [online]
Unilever global company website. Available at: https://www.unilever.com/ [Accessed 6 Sep.
2018].

8MARKETING PRINCIPLES FOR NEW PRODUCT LAUNCH
Appendix: PESTEL analysis
Political factors Economic factors
 Regional and international political
restrictions.
 Animal testing is prohibited.
 Economic recession compels the
consumers often to switch brands.
Social factors Technological factors
 Dove campaigns deliver social message
that real beauty comes in all sizes,
shapes and colours. It reshapes youth’s
conception of beauty.
 Online shopping sites help the
customers to buy products from any
parts of globe.
Environmental factors Legal factors
 Use of ecofriendly elements while
developing a product.
 Restrictions of product safety,
employee and taxation policies should
be maintained.