Brand Dove

MINISTRY OF EDUCATION & TRAINING
HOA SEN UNIVERSITY
FACULTY OF ECONOMICS &
ADMINISTRATION SPECIALIZED MARKETING
SUBJECTS
Subject: Dove Brand Audit
Instructor: Dang Truong Thuy Anh
Group performance: Group 4
Name Card number Contribute
Lương Thị Lệ Nghĩa 2192605 100%
Nguyễn Trương Ngọc Bích 2195574 100%
Lê Trần Ngọc Hạnh 2194046 100%
Ninh Thị Thu Hiền 2195541 100%

To complete this thesis, we would like to express our deep gratitude to Ms.
Dang Truong Thuy Anh for her enthusiastic guidance throughout the process of
writing the report.
We sincerely thank you for your dedication to imparting knowledge during my
years of study. With the knowledge acquired in the learning process, it is not
only the foundation for this analysis, but also a valuable baggage for us to enter
life firmly and confidently.
Because of our limited knowledge, in the process of making this research
project, we cannot avoid making mistakes. We look forward to receiving your
comments and suggestions as well as your classmates.
Finally, we wish her good health and great success in her work.
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LIST OF IMAGES SMALL·····························································7
LIST OF TABLES·······································································10
I/ Brand History and Overview························································10
1. History of branding·····································································11
2. Swot Analysis Of Dove Brand························································12
3. Analysis 4p Of Dove···································································13
4. Differentiation of Dove brand·························································14
5. Marketing Plan of Dove brand························································16
6. Pestle·····················································································17
8. Analysis 4C of Dove···································································22
II/ Key Challenges Facing Brand························································24
1. Direct competitor·································································································24
2. Indirect competitor······························································································27
III/ Brand Inventory·····································································28
1. Michael carry 5 forces··································································28
2. Positioning···············································································29
3. Brand hierarchy·········································································35
4. Brand Elements·········································································36
5. Advertising campaigns·································································40
IV/ Brand Exploratory··································································43
1. CBBE model (Customer - Based Brand equity)····································43
2. Consumer behavior·····································································48
3. ZMET analysis of soapy brand Dove················································49
4. Analysis based on the results collected from ZMET and CBBE·················63
V/ Reflections and Recommendations················································64
1. Target Audience···································································································64
2. Objective··············································································································66
3. SMART·················································································································66
4. Insight··················································································································67
5. Campaign·············································································································68
6. Deployment Plan·································································································68
CONCLUDE··············································································83
REFERENCES···········································································84
Life is increasingly improved, the need for beauty care is for everyone more
and more focused, both men and women. Especially for cleaning and body care,
now there are many famous and fierce brands such as Dove, Pond, Olay, H&S..
each company has its advantages and is constantly improve products,
strengthen promotional activities to expand their markets. The market of body
care products in the US market is very fierce and fierce competition between
large and small companies not only because of features, uses, prices but also
about media image. Dove is one of the leading brands in the beauty industry.
Dove's products are very diverse and have high moisturizing properties to meet
all customer needs, so they are very popular. Entering 2022, facing competitive
pressure from large and small companies, the company must have an effective
marketing strategy, especially a communication plan for the product and the
company's image to stand firm in the market. as well as in the mind of the
customer, and the urgency of the business need to develop a plan for a specific
communication strategy. Through this report, our team will learn and analyze
the strategies and results as well as the difficulties that Dove is facing and come
up with a new communication plan for Dove products with the main purpose.
to attract target customers, create competitive pressure on current competitors
as well as potential competitors, and create images of products and companies
in the market.
Model 1 : Triple task (Source: General students).........................................54
Model 2 : Inspiration (Confidence) leads to success (Source: General students)
......................................................................................................................... 55
Model 3 : Moisturizing cream, gentle, smooth skin (Source: General students)
......................................................................................................................... 55
Model 4 : Mother-child relationship and childhood (Source: General students)
......................................................................................................................... 56
Model 5 : Self-love (Source: General students)
......................................................................................................................... 56
Model 6: The senses and the Dove . soap product line (Source: General
students).......................................................................................................57
Model 7: Mental Map (Source: Synthesized Students)................................58
Image 1 : Logo of Dove (Source : Dove home page)......Error! Bookmark not defined.
Image 2 : Olay Ultra Moisture Cleanser Beauty Bar Soap (Retrieved
from:Inmate Essentials home page)................................Error! Bookmark not defined.
Image 3 : Coast Classic Scent Refreshing Deodorant Soap (Retrieved from:
Coast bar soap, Bach Hoa Xanh Page)............................ Error! Bookmark not defined.
Image 4 : Irish Spring Bar Soap(Retrieved from: Irish Spring Original
Antibacterial Soap, Lalaco page).................................... Error! Bookmark not defined.
Image 6 : Pear Soap Gentle Care Transparent ((Retrieved from: Sainbury page)
........................................................................................... Error! Bookmark not defined.
Image 8 : Postioning Map (Source: Slideplayer).............Error! Bookmark not defined.

Image 9 : Brand hierarchy (Source: Dove.com)..............Error! Bookmark not defined.
Image 10 : URL (Source: Dove.com).............................. Error! Bookmark not defined.
Image 11 : Dove logo (Source: logos-world.net)............Error! Bookmark not defined.
Image 12 : Packaging (Source: Pinterest)........................ Error! Bookmark not defined.
Image 13 : Campaign “The Dove Real Beauty Pledge” (Source: Dove.com)Error!
Bookmark not defined.
Image 14 : Campaign “The Ads Makeover Campaign”- (Dove.com)Error!

Image 15 : Campaign “#Show Us” (Source: Dove.com) Error! Bookmark not defined.
Image 16 : Campaign “Dove Self Esteem” (Source: Dove.com) Error! Bookmark not
defined.
Image 17 : Customer - Based Brand equity (Source: The curriculum of Ms.

Thuy Anh)....................................................................... Error! Bookmark not defined.
Image 18 : Customer - Based Brand equity of Dove Brand (Source: General
students).......................................................................... Error! Bookmark not defined.
Image 19 : Inspire Girls to Reach Their Full Potential (Source: ZMET Dove)
Image 20 : Silk cloth (Source: ZMET Dove)..................Error! Bookmark not defined.

Image 21 : Rethink Beauty (Source: ZMET Dove).........Error! Bookmark not defined.
Image 22 : Confidence, confidence, success (Source: ZMET Dove) Error!
Image 23 : Longevity and beauty (Source: ZMET Dove)Error! Bookmark not

defined.
Image 24 : Gentle and baby-like skin care (Source: ZMET Dove)..Error! Bookmark
not defined.
Image 25 : Comparison of regular soap and Dove soap (Source: ZMET Dove)
Image 26 : Image directly to Brand Dove (Source: ZMET Dove) Error! Bookmark
not defined.
Image 27 : Dove is made from milk (Source: ZMET Dove).Error! Bookmark not
defined.
Image 28 : Happiness is loving yourself (Source: ZMET Dove)Error! Bookmark not

defined.
Image 29 : Mother is an example of a child (Source: ZMET Dove) Error!

Image 30 : Childhood memories (Source: ZMET Dove) Error! Bookmark not defined.
Image 31 : Deployment plan (Source: Synthesized Students) Error! Bookmark not
defined.
Image 32 : KOLs sharing (Source: Synthesized Students) Error! Bookmark not

defined.
Image 33 : PR Articles (Source: Synthesized Students).. Error! Bookmark not defined.

Image 34 : Scene 1 TVC (Source: Synthesized Students)Error! Bookmark not
defined.

defined.

defined.

defined.
Image 38 : TV show (Source: Synthesized Students)......Error! Bookmark not defined.

Image 39 : Facebook ads, youtube ad (Source: Synthesized Students).. Error!
Image 40 : KOLs sharing (Source: Synthesized Students) Error! Bookmark not
defined.
Image 41 : Logo in TV (Students self-aggregate)...........Error! Bookmark not defined.

Image 42 : Ads on online news (Source: Synthesized Students) Error! Bookmark not
defined.
Image 43 : Ads In Elevators (Source: Synthesized Students) Error! Bookmark not

defined.
Image 44 : PR Event Wrapped in love (Source: Synthesized Students).Error!

Image 45 : Event in mall (Source: Synthesized Students)Error! Bookmark not

defined.
Image 46 : Billboard (Source: Synthesized Students).....Error! Bookmark not defined.

Image 47 : Gift Promotion (Source: Synthesized Students) Error! Bookmark not
defined.
Image 48 : Coupon Voucher (Source: Synthesized

Students).......................................................................................................... Err
or! Bookmark not defined.
Table 1 : SWOT Analysys of Dove Brand (Source: General students)..Error!
Table 2 : Pops and Pods (Source: General students).......Error! Bookmark not defined.
Table 6 : Skin cleaning - (Source: Dove.com)................Error! Bookmark not defined.
Table 7 : Skincare (Source: Dove.com)..........................Error! Bookmark not defined.
Table 8 : Deodorants (Source: Dove.com)......................Error! Bookmark not defined.
Table 9 : Hair care (Source: Dove.com).......................... Error! Bookmark not defined.
Table 10 : Baby Dove (Source: Dove.com).................... Error! Bookmark not defined.
Table 11 : Descriptive results (Source: Synthesized by students)Error! Bookmark
not defined.
I/ Brand History and Overview
1. History of branding
Dove first appeared on the market in the 1950s in the US, and was
manufactured to care for victims of war burns.
In 1957, Dove's positioning was based on the product's functional superiority.
Dove differentiated its products from its competitors by positioning the brand
as a cool name as a beauty bar instead of soap. More specifically, at that time,
Dove's bar soap contained a moisturizing, gentle cream that could condition the
skin, not drying it out like rival products.
By 1998, at breakneck speed, Dove had continuously expanded into many
areas such as Dove Deodorant, Dove Body Wash, and then, Dove invaded
body care products in 2000 and by 2001, consumers continued to be familiar
with Dove's hair care products. Dove Shampoo and Conditioner were the best-
selling products of 2002.
In addition, the Dove brand created a campaign called " True Beauty " in 2003,
which redefined the standards of beauty by introducing women of all ages with
all backgrounds, and imperfections. Thanks to a boldly differentiated
positioning strategy, Dove's sales at that time increased by 700%. But now,
Dove's positioning is not about the superiority of the product's function but
focuses on the emotional connection between the consumer and the product.
Image 1: Logo of Dove (Retrieved from: Dove home page)

2. Swot Analysis Of Dove Brand
Table 1: SWOT Analysys of Dove Brand (Source: General students)
• Dove contains 1/4 moisturizer and • Fierce competition for Dove

does not cause skin dryness for in the FMCG market means
consumers. limited growth share
• Dove is already in the market with • It's mainly aimed at the
high coverage thanks to advertising female segment and the male
Commitment to customers is not to segment is not very popular
leave residue on the skin causing
discomfort
• Dove products are available in
many countries around the world
• In addition to soap, products such
as shower gel, shampoo, conditioner,
lotion, deodorant are also popular.
• Dove products are available in
leading supermarkets and stores
• Products are available online
through the company's website or most
leading e-commerce platforms
• Can target male audience to expand • Increased competition in

product categories. this market segment may affect
• Dove can increase its reach by Dove's business
further geographical expansion • Global business operations
• Student participation from colleges may be impacted by government
and links with businesses can open up a policies, volatile economies, and
new opportunity the COVID-19 pandemic
• Trademark counterfeiting
can affect Dove's image
3. Analysis 4p Of Dove
a) Product
Sells products with a lot of variety available, which allows customers to select
the product variety.
Sells differentiated products, with different features offered to customers that
competitors don’t offer. Its products are considered to be unique.
Its products are considered to be of higher quality than those of competitors.
Therefore, customers are willing to pay a higher price.
Sells products that are famous for their traditional design that is also practical
for customers to use.
b) Price
Existing pricing strategy to establish a fair price, follower by a competitive
pricing strategy.
It is also necessary to consider the cost of setting prices for some products for
which competitor information is not available or is more worthwhile to make.
Sells its products at a higher price than competitors.
It also uses product bundle features, where products are bundled together and
sold for less than an odd total of items.
It also uses an optional product pricing strategy for certain products, where it
offers a price for the base product and separate prices for the accessories that
come along with it.
c) Place
Sells its products through two marketing channels. The first is where it sells
directly to its customers through its online website. The second is where it sells
to wholesalers who then sell to different retailers located all over the country.
Products are available at over 500 retailers nationwide. It follows an intensive
marketing strategy where it tries to get its products into as many retailers as
possible. This ensures that the company’s products can reach customers easily
in different parts of the country.
Has a significant amount of online sales with regular traffic on its websites. To
run its online operations has partnered with many delivery service providers to
provide timely deliveries.
It follows an omnichannel distribution system where it has integrated its online
and offline stores to allow customers easy access to its products.
Has a network of over 500 suppliers that provide it with the raw materials
needed for production. It has developed a close working relationship with its
suppliers allowing the company to work with them to innovate and introduce
new and attractive features on its products.
d) Promotions
Uses multiple media channels to promote their products. It uses traditional
media, including an advertisement on television and radio. This is beneficial
due to its large reach and ability to attract a large number of people. It uses
online and social media advertising, which is cheaper and beneficial due to the
increasing usage of the internet.
It advertises on different social media platforms focusing on YouTube,
Facebook, and Twitter due to the high monthly usage. It has more than one
hundred thousand likes or customer following on these pages, being exposed to
the content that is regularly uploaded.
Undergoes various sales promotions taking part in various trade exhibitions and
events around the year.
Undergoes personal sales, with a large sales force to increase its presence in
retail stores.
Uses the sales percentage method to determine the promotional budget for the
year.
4. Differentiation of Dove brand
a) Image
Dove has succeeded in differentiating its image by consistently espousing true
natural beauty, confidence, and self-acceptance across all platforms.
Dove is the only brand in its category that differentiates by committing to true
beauty or enhancing the visual image of any female image.
b) Service
The main factors that make the service different are door-to-door delivery,
advice on new product specials.
Dove has differentiated itself from other competitors and positioned itself as a
brand that truly understands and knows how to take care of women.
Good after-sales service makes customers have confidence in the brand and
sets the brand apart from other companies.
c) People
Categorize Dove's staff according to tasks and functions in satisfying the needs
and desires of customers.
Training and coaching for the staff, employees of the enterprise with a sense of
customer service, skills, and knowledge to best perform their tasks.
d) POPs and PODs
Table 2: Pops and Pods (Source: General students)
− The price of the product is all of the same

− A large range of products available
− The fragrance of the product
− Beauty's not about the glitz on the outside. It's about every woman
and the beauty in each other. And that's the main reason why women
trust their body skin for Dove soap bar
− Specially formulated with a unique blend of moisturizers to protect
and nourish skin from deep within.
− Focus on emotional selling proposition according to customers.
− It is the real beauty repair and enhancement therapy.
− Ads made by dressers who don't respect the cliché of fashion: real
women from every life
− Dove's successful distribution strategy relies on products being
distributed through networks 410 warehouses to 26 million retail
locations worldwide.
5. Marketing Plan of Dove brand
a) Product Strategy
Dove should add benefits for purchasing its products that include delivery and
credit, after-sales service, and hotline services.
Dove should introduce new products that are in line with the latest trends in the
market.
It should introduce and widen its products offering new product lines to fulfill
customer needs.
Dove should improve its product packaging such that it’s more convenient to
transport and use. Its packaging should be visually appealing so that customers
are attracted to it.
b) Price Strategy
Skimming price of Dove soap bar about $26/12 packs at the time of launch to
increase revenue
The sales goal is achieved, the price can be lowered to about $24.8/12 packs to
attract more price-sensitive customers.
Should introduce discounts and allowances, where it lowers prices for a short
period to attract customers and gain market share.
Dove should use psychological pricing where it price products so that they
seem to be lower.
Dove should introduce new products with a price penetration strategy where it
offers an initially lower price than competitors to gain market share. This will
ensure that new products that are introduced are used by and become more
popular than that of competition
c) Place Strategy
Dove should focus on updating new products of soap on websites like Amazon,
Peapod,...
Dove should open their store on social media like Facebook, Instagram, Twitter
where it will sell its products on these platforms along with social media posts.
The online store and its social media pages should be integrated to provide easy
navigation for users.
Dove's multi-channel advertising campaigns include mobile components with
videos, games, and interactive content.
Make an email marketing and offer customers coupons and beauty tips.
It should open company-run retail stores where it offers all its products. This
will result in cost savings for the company as retailer and wholesaler margins
will be non-existent.
d) Promotions Strategy
Dove should hire influencers on social media such as bloggers or popular TV
and include them in its advertisements. Bloggers can post content on their
social media pages to promote.
Dove should initiate an advertising campaign where a considered message is
provided to customers on all media. It will help increase awareness for Dove
within the minds of the customers.
It should make social media posts that are more relevant to its target audience.
These should incorporate the latest social media trends such as hashtags.
Dove should start collecting data on customers and start sending them
messages through mail or SMS, which will eventually result in repeat
purchases by customers.
6. Pestle
6.1. Political
Judicial independence in commercial and business decision matters, the
country's judiciary is independent to a large extent. Enterprises face problems
when there is a conflict between public interest and proprietary technology.
Governments at both the national and local levels are running budget deficits,
which is boosting growth in the short term but could lead to increased inflation
in the medium term. The government complies with all rules and regulations as
per the standards of the World Trade Organization. Dove Unilever should build
bridges with them and look for areas of cooperation. Civil society groups are
influential not only in policymaking but also in building a broader society.
Dove Unilever can thrive in an open, transparent, and stable political
environment. Strengthening democratic institutions will promote greater
transparency and reduce corruption levels in the country. Besides, the company
is also operating in other countries where the political situation is not as stable
as in the US. As a result, that situation may affect the company's operations
6.2. Economics
factors of a country and region have a direct effect on the potential
attractiveness of a given market. Some of the economic factors that Dove
Unilever should evaluate in both the current market and the market that Dove
Unilever wants to enter are - inflation rate, GDP growth rate, disposable
income level, etc. affects organizations as the cost of fuel, energy, water, etc
increases and affects average household income. Workforce productivity in the
United States has increased by 25-30%, although wages do not reflect that
increase. It could allow Dove Unilever to hire a highly-skilled workforce with
competitive wages. Rising inflation describes a decline in purchasing power
that can affect organizations like Dove. However, most of the products the
company offers are essential care such as shampoos, conditioners, and fish care.
multiply for women. Therefore, it is less likely that consumers will stop buying
such products.
6.3. Social
factors include age, background, education, gender, culture, demographics,
buying habits, etc. Dove was primarily a female brand until recently when
Introducing men's care products. The level of education of the society affects
both the quality of employment and the level of income. The power structure in
the US economy is gradually shifting to the older generation because that
generation has higher disposable income than the younger generation.
Furthermore, provision for juveniles who represent an important power in the
market may be less because disruptive power can influence parents' purchasing
decisions.
6.4. Technology
Dove is licensed to own artificial intelligence and technical assets to prevent
takedowns and rights theft. The company has used the latest packaging
technology, MuCell technology, whereby 15% less plastic is used in the
packaging of its products and is 100% compostable. The company also
develops a moisturizing shower gel versus a liquid shower gel that uses
high-end emollients according to the latest MICRO MOISTURE technology.
Furthermore, it has also introduced new "compressed" cans for its deodorant,
whereby the amount of deodorant is the same but the size of the can is small
and can replace the environmentally protected core. Therefore, the company is
using the latest technology to continue selling to optimize sales. With the
outstanding development of technology, under the support from parent
corporation Unilever, Dove has contributed to the cosmetic industry, becoming
a trusted brand in the world.
6.5. Legal
This reflects the laws of the market in which the company operates. Dove
Unilever is very interested in consumer law and the role of activist groups in
enforcing consumer protection laws. Equality laws that Dove must comply
with as businesses are not allowed to discriminate against individuals based on
factors such as gender, age, disability, religion, and ethnicity in recruitment,
selection, educate. In addition, Dove can also force employees to retire when
they are over 65 years old and to offer appropriate pension provisions for
workers under a new US program, which has a direct impact on the cost of
doing business...
6.6. Environment
Today's consumers want organizations to keep the environment in their
operations, which is why organizations have incorporated this into their
corporate social responsibility. In this regard, Dove will use compressed cans
that will reduce carbon emissions by 25% and reduce the number of trucks on
the road by 35% because more cans will fit in the same truck. Unilever
generally has targets to reduce greenhouse gas emissions and reduce product
waste by 2020. Fewer cans across its brand facilities will mean 24 fewer cans.
tons of aluminum and 283 tons of carbon3 per year. Dove is also very
compliant with product packaging recycling policies and strives to reduce the
amount of plastic as much as possible and be environmentally safe.
7. Target Market
Market Dove's main target market is usually mainly women who like to take
care of and care about their bodies. Specifically, here are those who are looking
for a solution for keeping the body clean, fragrant but also moisturizing and
smooth, good ingredients, and reputable quality brands. They want a product
that can meet their needs. Therefore, Dove has many product lines with many
uses, scents, different sizes at many different prices to be able to meet the needs
of customers.
7.1. Demographics
Age
Income
Occupation
Gender
7.2. Psychology
Young, active, Mature, Mature, more

likes new things, well-mannered meticulous, and likes
likes and cares and cares about to express their style.
about beauty appearance
more
Studying, living, Focus on Go to work and take
hanging out with working, care of your
friends, dating. meeting, dating, family and yourself.
and partying
with friends and
colleagues.
Buy affordable Shop for care Shop for care
care products body. products body products body from
Likes selfies. that is right for within and derived
you. from nature that
Love taking rejuvenates skin
pictures with smooth and moist.
friends. I love taking pictures
with friends and
family and want to be
praised for being
young and beautiful.
Taking care of Take care of Taking care of your
your body is very your body to body to maintain your
necessary to make show your values youth and health can
yourself more and image
confident and
beautiful
very concerned and interests, interests, optimistic
interested in new optimistic
technologies
Starting interested Usually towards Often towards
body,usually a solution to help solutions to anti-aging
towards the whiten, smooth skin, moisturizing,
solution helps skin and shiny skin. skincare from the
bright white, inside.
smooth.
7.3. Behavior
At cosmetic A reputable Mainly at

stores offline, online and reputable
Where to online, offline cosmetic cosmetic stores,
buy e-commerce stores, famous malls in
platforms. e-commerce trade centers.
platforms.
Frequency
2 times / day 2 times / day 2 times / day
of use
Price, brand, Price, brand, Price, brand,
Concerns
product quality, product quality, product quality,
when
uses, ingredients, uses, uses,
choosing
skin suitability. ingredients, skin ingredients,
products
suitability. skin suitability.
Frequently using Frequently using Frequently
social networks social networks used social
Social such as such as networks such
networks Facebook, Facebook, as Facebook,
Instagram, Instagram, Instagram,
Tiktok, Twitter Tiktok, Twitter Tiktok, Twitter
Usually spend Usually spend Usually spend
The media, about 2 - 4 hours about 1-2 hours about 1-2 hours
advertising on activities on on media on media
the media. activities. activities.
8. Analysis 4C of Dove
- Customer solution
The first letter C - Customer Solutions (solution for customers) is attached with
the letter P - Product (product) expressing the view that each product put on the
market must be a solution for customers. Customers are more and more
interested in body care, especially moisturizing, the weather in the US is very
harsh and cold, so besides cleaning they are also interested in moisturizing.
Understanding that, Dove has found a solution for consumers by launching
separate product lines in terms of uses such as bar soaps with high fragrance
retention with a variety of scents, types with the ability to exfoliate. dead cells
or highly moisturizing.
- Customer cost
The second C - Customer Cost attached to the P - Price represents the view that
the price of a product should be viewed as a cost that the buyer will have to pay.
Dove has a full line of cleansing and skincare products and because of the
difference in customer perception of the value of different features, they use a
product line pricing strategy. Each type of dove soap, shampoo, deodorants, etc.
has different prices with different sizes. Dove products elevate the customer
experience with the goal and celebrate the beauties of women, share tips to help
products reach new heights, serving both sensory and spiritual experiences of
customers.
- Convenience
The third C - Convenience (convenience) associated with the letter P - Place
(distribution), requires how businesses distribute products to improve customer
experience, create more convenience during the customer process purchase and
use. For Dove, they will distribute a variety of the above products on
distribution channels such as supermarkets, convenience stores, cosmetic stores,
etc. to create convenience for customers when they need to use the products. by
Dove
- Communication
The last letter C - Communication goes with the letter P - Promotion
(promotion, communication) requires communication work to be interaction,
two-way communication between businesses and typical customers like Dove,
so you should monitor and evaluate. products on e-commerce platforms such as
eBay, Amazon, etc, or customer feedback on social networking platforms such
as Twitter, Instagram, etc. to listen to feedback, feel and understand customers
better. Understanding the desire to use products that can protect the
environment, the packaging of Dove soap products is always made of
biodegradable materials.
II/ Key Challenges Facing Brand
Gradually overwhelmed and replaced by modern shower gels.
Market saturation- The market is crowded with different big and small brands
with a variety of products for customers to choose.
Competition: Competition is a huge challenge for any Personal Care brand
today, it is so strong that each brand must defend its core strength and address
gaps in the other industry. Dove is facing stiff competition from Olay as well as
other national and international brands.
Competitor pricing: The strategies and pricing of direct and indirect
competitors can pose a major threat to a company.
Government Policy: Dove's US or global business operations may be directly
affected by government policies and regulations
Repositioning: Time to reposition the brand is also a matter of consideration
and choice. When Dove wants to repositioning must consider the following
issues.
• Clearly define the strategic objective of the repositioning.
• Conduct a serious market research before deciding to do so to minimize
risk.
• Consider re-branding or just renewing the old image?. What to keep to
ensure inheritance, what to improve, what value to add new, ...
• Effectively combine with Marketing and PR tools for effective
implementation of repositioning, reducing investment budget.
• Weigh the goal of repositioning to target new customers, versus existing
customer groups…
Profile direct and indirect competitors and the market situation
1. Direct competitor
a) Olay
Olay is the leading American skin care brand, confirmed with advanced
production technology, natural ingredients researched by leading experts.
Olay soap provides excellent moisturizing ability with shea butter that
penetrates deep into skin cells, leaving skin smooth. Combined with vitamins A,
E, B3... to help protect deeply and bring healthy skin. In particular, you can use
it for the whole face.
Their price ranges from $3. 00 – $10. 00, depending on what soap or product
it is and how many in a pack.
Image 2 : Olay Ultra Moisture Cleanser Beauty Bar Soap

(Source: Olay Home)
b) Coast
Although there are many different soaps and shower gels on the market, the
American Coast clean soap is still very popular, an indispensable item in the
bathroom of American families.
The product is highly appreciated for its convenience, savings in use, and at the
same time provides all the necessary nutrients for the skin.
Coast soap helps to remove dirt clinging to the skin, has an effective cleaning
effect. Besides, the product also removes dead skin cells, giving users soft skin.
Coast also brings many benefits to skin health, containing up to ¼ of the lotion
content, helping to penetrate and nourish the skin from the inside.
Their price range from $1.5 and up, depending on the product and how many
come in a pack.
Image 3: Coast Classic Scent Refreshing Deodorant Soap
(Source:Coast Home)
c) Irish Spring
As the stepchild of the Colgate-Palmolive Company, the product is highly
appreciated for its ability to kill bacteria, deodorize the skin, and effectively
prevent perspiration, which is a commonly used American soap product.
Combining mild cleansing ingredients and hydrogen particles that penetrate
into each skin cell, the product effectively kills bacteria, helps protect family
members from bacteria, and keeps the skin clear. Irish Spring Deodorant
Original is suitable for all skin types, including sensitive children's skin.
Besides, the product also provides a certain moisture to the skin, combined
with a light and fresh scent, bringing comfort when used.
Their price range from $2 and up, depending on the product and how many
come in a pack.
Image 4: Irish Spring Bar Soap (Source: Irish Spring Bar Home)
2. Indirect competitor
An indirect competitor for a brand offers almost similar value. It has certain
features which are different compared to the brand. In the case of DOVE face
wash, all the brands that are not primarily aimed as beauty products for women
are secondary competitors.
Brands like
• Nivea
• Pears
• Garnier
• Himalaya
The above mentioned brands have face wash for both men and women and not
positioned as beauty products.
Apart from this, face wash that prevents acne from any brand can be considered
as indirect competitor. Eg. Himalaya Neem Face wash, Garneir Neem and Tea
tree oil etc. Anti aging face wash is another variant. E.g. Olay Anti Wrinkle
face wash.
Image 5: Pond’s Lasting Oil Control Face bar and Nivea Soap
Image 6:
Image 7:
Pear Soap Gentle Care Transparent
Himalaya Herbals Bar Soap
III/ Brand Inventory
1. Michael carry 5 forces
• Bargaining Power of Customers
Consumers are increasingly demanding and serious in choosing soap brands to

serve their daily use needs. Today's consumers are increasingly conscious,
influenced by the internet and social networks, they care a lot about brands,
quality, product origin, price, distribution ability of brands, the brand's
interaction with them, the difference. If the above criteria are not met or not
enough, consumers easily choose to buy and use a new product. Consumers are
price-sensitive, switching costs are low so customers switch products easily,
and decisions are easily influenced by media.
• Threat of Substitutes
All Dove products such as soap, shampoo, shower gel, exfoliating ... They all
have replacement products. Among them, there are many alternative products
that cost less than Dove products, the quality of alternative products is also
good. This makes the threat posed by the alternative product to this brand high.
• Bargaining Power of Suppliers
Unilever is a world-renowned global corporation in the field of fast-moving
consumer products and manufacturing and products and Dove is the darling.
Unilever can easily switch one supplier to another. But no supplier can
eliminate or convert Unilever to the equivalent option. This shows that the
strength of the supplier with Dove is quite weak.
• Internal Rivalry
Dove's competitors are brands of soap and skin care products: Lux, Pears,
Clear... and they are currently working continuously to innovate, specialize and
develop competitive strategies aimed at attracting more customers. At the same
time, the low conversion cost for customers makes the competition even more
intense. However, there are still some of Dove's own "signature" products that
have helped Dove build customer brand loyalty, Creative marketing strategies.
Excellent marketing team Online and offline discussions with customers. In
short, dove's industry competition is very high.
• Threats of New Entrants
More and more new entrants come in the market Body Shop because of the
increasing demand. Therefore, the competitive rate of competitors is very high.
Some brands are also developing dove-like products such as Lux, Pantene...
This leaves consumers with many choices and open to trying new products.
2. Positioning
2.1. Brand statement
Dove: “We believe beauty should be a source of confidence, and not anxiety.
That’s why we are here to help women everywhere develop a positive
relationship with the way they look, helping them raise their self-esteem and
realise their full potential”
2.2. Brand strategy : brand promise
a) Roots
- Strong & well-known global brand
- Strong R&D, talent human resource & wide distribution channel
- Dove is the top riser in Heaith & Beauty Care sector
- Diverse product lines which meet all of segments (Beauty bar, body wash,
shampoo, conditioner, treatments) dove white, moisturizing, soft product
shapes, nomal women (no celebrities) and their testimonials
b) The People We Serve
- Natural & Confident women seeking "Real Beauty" want to look and feel
opfimistic
c) Human Truth
- Beauty standards of a woman is decided by the society
- Being beautiful is a pressure, instead of something natural that women would
enjoy
d) Purpose
- Re-define true besauty & deliver real care
- To make its brand known as a social change (in a good way)
- Places the responsibility for becoming a "real beauty" back on to girls and
women
e) Product Truth
- Skin care: Body wash has Nutrium Moisture -> nourish hair frominside. Soap
bar contains of 1/4 maisturizing cream
- Hair care: Micro Moisture Serum + Fiber Adives → Repair damaged hair
from inside. Trichazole Adives nourish hair roots.
f)
unctional Bensfits
- Skin care: keep skin nourished, smooth, soft
- Hair care: reduce hair fall & breakage (95% ), nourish hair from the inside -
strengthen hair.
g) Emotional Benefits
- Empower women by increasing self-esteem, make them feel more confident,
optimistic about their real beauty; more feminine.
h) Brand Discriminator
- Only Dove can nourish and repair damaged hair and inspire woman to feel
truly beautiful.
i) Brand Personality
- Natural beauty, soft, feminine, sophisticated, purity, inner confidence
→ Beauty. It's not elitist. It's about every woman and the beauty that is in each
of us. That's what DOVE is all about. And that's why More women trust their
skin to DOVE.
2.3. Brand positioning
As a brand that always listens to the needs and wants of its consumers while
providing them with a reliable product that cares about their well-being and
takes care of their consumers while breaking the mold of false sense of reality
and is known for its soft and clean qualities. For every everyday woman all
over the world who wants to keep their body clean, soft?. It gives a really
different feel to their skin and hair.
Unlike other beauty brands, Dove aspires to help all women achieve natural
beauty as proven by over 50 years of product success and their functional
benefits.
Dove doesn't position itself to help you 'be' beautiful, Dove positions itself to
make you as beautiful as you are.
Image 8: Postioning Map (Source: Slideplayer)

2.4. Price & quality
Dove positions itself as the top quality brand in their categories with a fusion of
luxury and premium pricing that features unique moisturizers and emollients,
in high demand. Although the current market is very price-sensitive because of
a lot of competition, consumers are also much more health-conscious these
days. Women think of Dove as a premium product and are therefore willing to
spend a few extra dollars on personal care products that will enhance their
beauty. Dove has adjusted its value-added policy to all of its products because
customers are generally concerned with price
2.5. Brand Portfolio
a) Skin Cleansing
Table 6: Skin cleaning - (Source: Dove.com)
Dove Beauty Bar Original Gentle Skin

Cleanser Made With 1/4 Moisturizing 1,27$/c
Cream
Dove Sensitive Skin Moisturizing

1,39$/c
Unscented Beauty Bar Soap
Dove Mango & Almond Butter Beauty

1,50$/c
Bar Soap
Dove Gentle Exfoliating Beauty Bar

1,33$/c
Soap
Purely Pampering Shea Butter with

9,5$/c
Warm Vanilla Body Wash
Crushed Macadamia & Rice Milk

6,47$/c
Moderate Exfoliating Body Polish
Foaming Lavender & Yogurt Hand

3.5$/c
Wash
Dove Deep Cleansing Hand Wash
3,4$/c
Sensitive Skin
b) Skin Care
Table 7: Skincare (Source: Dove.com)
Body Love Restoring Care Body 6,67$/c

Lotion
Body Love Sensitive Care Hand 4,5$/c

Cream
c) Deodorants
Table 8: Deodorants (Source: Dove.com)
Advanced Care Antiperspirant 5,47$/c

Deodorant Stick Cool Essentials
Advanced Care Dry Spray

Antiperspirant Deodorant Lavender 6,2$/c
Fresh
Clinical Protection Antiperspirant, 7,72$/c

Original Clean
d) Hair Care
Table 9: Hair care (Source: Dove.com)
Volume and Fullness Shampoo 19,5$/c
Volume and Fullness Mousse 5,98$/c
Nourishing Secrets Smoothing

7,39$/c
Conditioner
Extra Hold Non-Aerosol Hairspray 16,8$/c
e) Baby Dove
Table 10: Baby Dove (Source: Dove.com)
Derma Care Soothing Wash 8,86$/c
Rich Moisture Hypoallergenic Baby Bar 2,94$/c
Baby Dove Nourishing Hand Sanitizer 4,98$/c
Melanin-Rich Skin Nourishment Baby

5,97$/c
Oil
f) Men+Care
Table 11: Dove Men+Care (Source: Dove.com)
MEN + CARE HYDRATE+

7,49$/c
FACE WASH
MEN+CARE MINERALS + SAGE

11,47$/c
BODY WASH
MEN+CARE EXTRA FRESH BODY

2,69$/c
AND FACE BAR
DOVE MEN+CARE ALUMINUM

FREE SANDALWOOD + 6,54$/c
ORANGE DEODORANT SPRAY
3. Brand hierarchy
Image 9: Brand hierarchy (Source: Dove.com)

Dove applies the extension of horizontal brand architecture (line branding), this
is a fairly modern labeling method, started in the 80s. Dove with product lines
such as (Dove soap, Dove cleansing, Dove deodorants, Baby Dove, Dove
creams, etc.). In this model, people are aware of exploiting the value of the
brand (brand equity) with the rather simple view that labeling new product
lines will save money, save investment costs for a brand new label. Dove relies
on the brand's existing advantages of conquering target customers to expand
other products suitable for customer groups and make the most of the existing
value of the brand.
4. Brand Elements
• Brand name
The actual brand name has a very simple meaning, in English "Dove" means
pigeon, an animal commonly known as a symbol of tenderness, softness, and
femininity. Using such a name, the brand understands that it can easily reach its
female customers. Dove has created a short, easy-to-remember name that is
easily attracted to women who love beauty, love tenderness, and femininity.
And Dove is an expressive name that speaks to the essence of the product and
brand personality, and is also easy to understand, associate, and empathize with,
that's why the name "Dove" still exists firmly in the market during the past 50
years.
• Tone of voice
Friendly, inspirational, confident, sincere, supportive, genuine, trustworthy and
authentic Dove voice empathizes with women's issues and helps them build
confidence, empowerment honor the target person through visual elements and
language and words. Brands use simple words to convey meaning clearly and
precisely. This tone and language is consistently applied across their website,
social media platforms, and used in all marketing campaigns. As a human-
centered brand, Dove often focuses on using language to establish an emotional
connection with women by encouraging and inspiring them to be the best
version of themselves. in the most natural and authentic way. It also uses
storytelling to inspire various women's journeys of self-acceptance across their
online platforms, print advertising, and broadcast media.
• URL
The brand develops its own website with the link name Dove.com with full
information from extensive to detail about the value pursued, product portfolio,
media promotion campaigns, and ways to contact the company.
Image 10: URL (Source: Dove.com)

• Logo
Dove's logo is one of the most popular and widely recognized logos in the
cosmetic industry, combining the brand name and the iconic image of a
stylized pigeon which evokes many associations of peace, happiness and pure
beauty. It is this image that exalts the value of the product, immediately making
consumers understand the value that the manufacturer wants to give. Because
more than a thousand words and images are a non-verbal language, conveying
and impacting quickly consumers understand more than the value that the
producer wants to convey. The font is custom-made, soft, flexible, and conveys
femininity and tenderness. The yellow color in the Dove logo represents joy
and prosperity while the blue color stands for excellence and reliability in Dove
products. However, depending on the advertising campaigns or individual
product lines, the gold color is changed to silver and the texture of the logo
remains the same. This logo template is a combination of "brandmark" - a
brand mark, with "wordmark" - a brand word, along with consistent application
to create brand awareness. Therefore, even standing alone, the text showing the
brand name or symbolic image is still enough to remind of the brand.
Image 11: Dove logo (Source: logos-world.net)

• Slogan
Instead of choosing a fixed tagline that reminds the brand and conveys a
message about the outstanding features and advantages of the product, Dove
has many slogans and slogans directly related to the product or service. its
advertising campaigns. Dove has been running a global campaign for many
years (last 10 years) with the original name “Campaign for Real Beauty” –
Campaign for real beauty with the slogan “You are more beautiful than you
think”. ” – You are more beautiful than you think with a series of activities
whose mission is to inspire women about the true natural beauty of each person,
and that everyone should appreciate it instead of worrying about it lost
confidence and opportunities in life. Hit the Insight of women around the world.
This is the brand's attempt to raise awareness of body beauty. From there, solve
problems with its own products.
• Color
Color is one of the most influential factors in brand recognition. Customers,
consumers often tend to identify the color of the product before any other
display elements. Dove positions its product line with two basic colors: White
and Dark Blue, the same two colors that appear in the brand's logo. White
inherently conveys messages of purity, innocence, freshness, honesty and
sincerity. The color blue can signify many emotional states and personalities.
However, the blue color of Dove signifies relaxation, calmness, trust and
sincerity. The harmonious combination of white and blue always creates a
feeling of lightness, comfort and relaxation. It has a femininity that any girl has
a bit of in her, perhaps so that it is easy to be in tune with the product, and the
message that the brand offers.
• Characters
Known as a brand inspired by good products for quality life, honoring the
beauty of women, Dove has shaped her true, confident and approachable
personality in all advertising publications. mine. From here, the brand image is
more clearly unified with the target personality, customers also feel a
connection with the brand because the products provided by the company are
ordinary consumer goods in life daily.
• Packaging
Dove beauty bar's product packaging is very unique. Dove beauty bar is
contained in a paper box, safe for the environment, and 100% biodegradable.
Building from the main color tone and available brand name, Dove's packaging
design stands out with colors such as: blue, white. Besides, to contribute to
clarifying the nature of the product, the brand did not forget to include the
image of a bar of soap submerged in milk, creating a fragrance with extremely
vivid details to be able to highlight the nourishing properties and moisture
softens the skin of the product. The basic information about the index is clearly
printed on the body of the box next to the prestigious content that the brand
owns such as the quality, ingredients, and scent of the product.
Image 12: Packaging (Source: Pinterest)
5. Advertising campaigns
Dove has strong brand awareness in the consumer market, and that was made
possible thanks to branding and advertising. Marketing policies have a huge
role in the creation and success of a brand. Campaigns and advertisements
increase the visibility of a brand and create a positive impact in the minds of
consumers. Dove promotes its brand through videos and short films, its
promotional films being among the most widely downloaded. It has also
entered the print media to market its products through newspaper, magazine
and billboard advertising. Dove uses unique promotional strategies to promote
its brand and products. The company, instead of advertising it as a beauty bar
and star beauty brand, used a distinct advertising strategy aimed at real-world
people. As part of Dove's true beauty campaign, it includes real-world beauties
to promote its brand. The main focus of the campaign is to break existing
beauty stereotypes. However, the campaign has grown quite large since its
launch and has now expanded to various projects with a focus on women's
empowerment. This has given Dove a distinct image, and in addition to
increasing its worldwide sales has also helped it make its customer connection
more frustrating. Its real beauty campaign is very popular and in addition to
higher popularity also leads to higher sales.
• Campaign “The Dove Real Beauty Pledge” 2004
This is the campaign Dove started in 2004 with the aim of changing, educating
and inspiring women about a broader definition of beauty, making all women
feel confident about their bodies. . This campaign has been rated as one of the
most iconic campaigns that Dove has done to get the message across to
Customers. The campaign connects with an issue that is most deeply concerned
with women's beauty, while addressing the insecurities women face.
Image 13: Campaign “The Dove Real Beauty Pledge” (Source: Dove.com)
• Campaign “The Ads Makeover Campaign” 2008
In the world of beauty product marketing, users are often "overdone" by
messages that our bodies are defective and in need of repair. However, Dove's
Ad makeover campaign helps users ignore negative messages and create
positive ones. Search terms with the keywords on diet, plastic surgery,
bodybuilding are all selected by Dove at a higher price, so no ads are made.
Users can then create their own space through an app created by Dove to write
positive messages about their body. As a result of the campaign, more than
70% of the women who participated said that they felt much more confident
about their bodies after joining the campaign.
Image - Campaign “The Ads Makeover Campaign”- (Dove.com)
• Campaign “#Show Us” 2019
Dove's #Show Us project features 5,000 images of 179 women from 39
countries. Women participating in this project by Dove do not care about
weight or height, measurements. These women come from disabled, black,
Asian, elderly… The project means that all women in the world can be proud
of their image, have rights in all activities social action.
Image 14: Campaign “#Show Us” (Source: Dove.com)

• The campaign “Dove Self Esteem” 2021
The event aims to raise awareness of the harmful effects of social media on
young girls, amid increased phone use during the pandemic that has forced
children to live more in isolation. This campaign marks the expansion of “Real
Beauty” to help women and children build self-confidence. The survey shows
that 85% of girls use photo editing apps and 'filters' by the age of 13. Dove has
launched a series of IGTV, Youtube videos aimed at young people, and appeals
to parents about the harmful effects of taking selfies on social networks.
Image 15: Campaign “Dove Self Esteem” (Source: Dove.com)

IV/ Brand Exploratory
1. CBBE model (Customer - Based Brand equity)
Image 16: Customer - Based Brand equity

(Source: The curriculum of Ms. Thuy Anh)
CBBE model, also known as Keller model, is a famous study invented and
published by professor Kevin Lane Keller. The levels are arranged in a
pyramid, it helps businesses build solid brand identities to power the next step
towards resonance that makes customers have a positive relationship with the
brand to become advocates, loyal to the brand.
Based on this model, Dove was able to better understand its customers as well
as the behaviors that lead to consumers' purchasing decisions. This is also a
successful step in building a clear awareness of Dove's branded products.
1.1. Level 1: Brand identity (Who are you?)
Dove is a brand owned by Unilever, when consumers hear the Dove brand,
they easily associate personal care products, from hair care products to skin
care, mainly for women but also for men.
This is the most important level and must be strong to support the rest, it is like
a foundation for the brand to grow firmly.
* Brand audience analysis
High Perception (Recognition and Recall)
- Width: Is the number one brand in the world in the field of beauty products
for women, recommended by dermatologists.
- Products, business fields: Soap products for personal care, skin care.
- Unique difference:
+ Contains 1/4 of moisturizer, helps maintain skin's natural moisture, makes
skin soft and smooth.
+ Can be used for facial skin.
- Depth: Owned by a large consumer goods company in the "Top 10 Most
Sustainable Enterprises in the Manufacturing Sector" (2019). Dove soap is
currently selling 15 million bars/year; sold 20 million bars/year.
1.2. Level 2: Brand Meaning (What Are You)
Once the brand awareness has been built, consumers will now learn and want
to know more information about Dove products. Therefore, Dove must create
brand meaning through the orientation of features, style, reliability, durability,
customer experience and value for money.
Dove has analyzed and oriented brand reputation as follows:
* Brand Performance
- Primary ingredients and supplementary features:
+ Reliability - The product is easy to use, highly reliable.
Dove is on the list of the most trusted brands in Vietnam with a customer
loyalty rate of 18.7%.
+ Durability - Depends on the size of the product that consumers choose to
buy.
+ Benefits for customers:
• Moisturizing smooth skin.
• For your skin to always be smooth, moist.
• The product is benign and gentle on the skin.
- Service efficiency, efficiency, empathy:
+ Service efficiency - Provide products depending on the needs of consumers,
diverse products, good customer services. The main factors that make the
service different are door-to-door delivery, advice on new product specials.
• Dove has differentiated itself from other competitors and positioned itself
as a brand that truly understands and knows how to take care of women.
• Good after-sales service makes customers have confidence in the brand and
sets the brand apart from other companies.
+ Empathy - With the famous campaign CFRB - Campaign for real beauty in
2009 (A famous campaign of Dove brand owned by Ogilvy, it is a global
campaign to change women's thinking about beauty own) has helped this brand
make a big impression in the hearts of consumers.
The campaign bagged a collection of awards that signified the outstanding
performance of the Dove brand. In particular, this initiative has created a
perception that Dove-branded products deliver real results in creating empathy.
+ Price: The price of Dove soap is suitable for everyone. Dove has its own
price segments from low to high to meet the needs of consumers.
* Brand Imagery:
- Users:
+ Everyone, but mostly women (and men).
+ Usually used for households.
+ High usage rate.
- Purpose of purchase
+ People who especially care about their body.
+ People who are not willing to pay high prices for products.
+ Caring and nourishing for the skin, the Dove brand has produced a wide
range of products for individuals and families.
- Brand personality and values: Sincerity, Excitement, Competence.
1.3. Level 3: Brand feedback (How about you?)
At this level of the Keller model, judgment and perception can be difficult to
separate and strongly personal to each customer. One customer might rate the
brand unrelated to them, while another would find it completely relevant.
Another person may compare their own worth with another product, either
harshly or fairly. Adding a mix of real interactions and perceived reputation or
quantifying customers' perceptions of a brand and their level of trust is quite
challenging. That's why Dove needed to respond to reviews and build a
positive feeling about the brand once they knew what they were.
After the famous campaigns and investments, Dove has positive reactions
when it is considered to have a "compelling social mission", in addition to
providing personal care products, it also strives to ensure that the next
generation then grow up to have a positive relationship with their outlook and
help them reach their full potential in life.
* Brand Feelings
When it comes to brand emotions, Dove gives consumers confidence, warmth,
and fun. That is evidenced in some of Dove's campaigns.
- Brand Personality and Values
+ Logo:
Dove uses a simple pigeon as the brand's symbol, Dove has contributed to
effectively recalling its brand name, the subtle stylization has evoked
associations of peaceful and happy things. and pure, free beauty.
+ Color:
The primary colors, white and blue, represent cleanliness, purity and innocence;
These attributes have given customers the ability to recognize the brand
naturally and honestly.
* Brand Judgement
Brand quality: Unilever is known as the highest quality brand in the market.
• Brand reputation: science-based facts, eg their “The Science of Dove” page.
• Brand consideration: Personal relevance is high both in product usage and
in marketing campaigns aimed directly at customers on a personal level.
1.4. Level 4: Brand resonance - Strong relationship (What about you and
me?)
The pinnacle of Keller's CBBE model is resonance, once customers are loyal to
Dove they will see the brand as premium and unmatched by any other product,
with any negative effects occurring. Nor can it change their decision.
At this level, Dove has succeeded in creating a special for itself, the products of
this brand are trusted by consumers who believe that there is no better body
care product than Dove. Consumers when using Dove soap can feel the beauty
increasing day by day and especially being themselves. This is assessed
through the willingness of consumers to recommend Dove products to relatives,
friends, colleagues, ..
- Behavioral loyalty and vertical attachment:
Brand preference or pride, depending on the audience. Most likely Love Brand
but could also be relevant in the category of pride» because women can feel
like they are being socially responsible.
- A sense of community and positive encouragement:
It is created through their Dove community and other activities through their
marketing campaigns on social media like instagram (Tag your selfie and you
will be featured on the section). our community in the site).
Image 17: Customer - Based Brand equity of Dove Brand
(Source: General students)
2. Consumer behavior
• When customers make purchasing decisions For Dove products, it is
common for past emotions associated with similar consumer experiences to
influence consumer choices. For example, the last time they used Dove soap
and felt their skin was more moisturized, gentler than other soaps, did not cause
dryness, customers will feel satisfied and continue to use the product. Dove
products without hesitation or hesitation with competitor products.
• Emotions are the most important thing to motivate customers to buy
products. For example, marketers can influence consumers' emotions by
making advertisements and promotions that create emotions and moods for
customers.
• Customers will be devoted to a brand because they believe that the product
will best meet all needs. In addition, they always have a good feeling about this
brand. For example, loyal customers of Dove soap have a high interest in scent
and gentle ingredients, so they will buy it without further consideration, even
though there are many soaps on the market. other brands with similar features.
3. ZMET analysis of soapy brand Dove
The Zaltman metaphor elicitation technique (ZMET) is a patented market
research tool. ZMET is a technique that elicits both conscious and especially
unconscious thoughts by exploring people’s non-literal or metaphoric
expressions. It was developed by Dr. Gerald Zaltman at Harvard Business
School in the early 1990s.
Applying the ZMET model makes it possible for Dove brand to:
- Easily uncover hidden thoughts and feelings that can express using metaphors.
Create interconnected structures that influence thinking and behavior.
- Construct - abstract to capture the general ideas or themes expressed by the
client.
- Metaphor:
+ Defining one thing in terms of other.
+ Represents thoughts that are tacit, implicit, and unspoken.
* ZMET Research Process
Documentation of ZMET study participant identities, research procedures,
photographs/documents from study participants, original mental maps and
other images generated during the study must be included in the appendix.
Research Objective: To discover the basic factors that influence the customer's
thought process towards a certain topic.
a) Step 1: Storytelling
Study participants were asked to describe their feelings related to the Dove
brand through a set of pictures they compiled, which represented their thoughts
on a topic they were interested in. heart.
From these images will discover the deep thoughts and feelings (unconscious)
of the participants.
Therefore, Dove has chosen to launch the "Art Association" method to
determine:
- Exploring emotions and feelings of consumers through non-visual sensory
images.
- Focus on cognitive and emotional aspects of the brain for better brand
positioning.
Below are the results of the representative images of Dove and the meaning
that most of the participants explained during the examination through the
"Painting Association" provided by Dove.
* Displayed to female respondents aged 25 - 30 years old
Image 18: Inspire Girls to Reach Their Full Potential (Source: ZMET Dove)
Results: Using pigeons helps to develop confidence and redefine the meaning
of beauty as it gives confidence and leads to beauty not only on the outside but
also on the inside.
Image 19: Silk cloth (Source: ZMET Dove)

Results: The photo was recorded because respondents said that using Dove
soap helps them to have smooth and soft skin like silk. This shows the
respondents' confidence in using the product, i.e. Dove soap.
Image 20: Rethink Beauty (Source: ZMET Dove)
Result: The image shows the care and concern of a mother and always gives
her daughter the best available. It defines the relationship and how the mother
influences her daughter's thinking.
Image 21: Confidence, confidence, success (Source: ZMET Dove)

Result: A very positive thing for the entire Dove soap brand, if this image pops
up in the participant's mind with the meaning that when using the product helps
users feel trust and confidence. will lead to success.
By this we can say that the respondent or consumers as a whole will get the
confidence that they can use any other product of dove as they have this feeling
that using dove will lead them to success.
Image 22: Longevity and beauty (Source: ZMET Dove)
Result: Respondents thought this image was very important, as it represents
longevity and beauty. The responsive feels that using dove will make her look
ageless, and the responsive can defy age by looking young even if she's aging.
Image 23: Gentle and baby-like skin care (Source: ZMET Dove)
Result: The image above evokes the feeling of gentle Dove soap as if caring for
a baby's skin. Indicates the brand association.
Image 24: Comparison of regular soap and Dove soap (Source: ZMET Dove)
Result: Comparison image of the difference when using regular soap and Dove
soap. When using Dove soap, users will have smooth skin and provide high
moisture, keeping skin from drying and cracking all year round.
Image 25: Image directly to Brand Dove (Source: ZMET Dove)

Result: Recognizable at first glance, this is a live image and it represents the
Dove brand. When looking at the image of pigeons, they will immediately
think of the Dove brand.
Image 26: Dove is made from milk (Source: ZMET Dove)
Results: When it comes to Dove soap, respondents often imagine milk. The ads
that the respondent sees reinforces this concept that dove is made up of milk
which might not be actually true in the first place. But the respondent is given
that feeling that dove is made up of milk. “As pure as milk” is the phrase that
the responsive used. This is also highlights o the soap and its association to
milk.
Image 27: Happiness is loving yourself (Source: ZMET Dove)
Result: This image is related to Dove soap, as it shows that taking care of your
skin is also taking care of yourself. The above picture according to the
respondent is the regard for one’s own well being and happiness. We should
love ourselves more, but not in a selfish way.
Image 28: Mother is an example of a child (Source: ZMET Dove)
Result: When asked the respondent as to what the above picture depicts, the
answer was as follows. “Daughters always look upon their mothers and
follow whatever they do.” This means that the respondent’s mother has also
used dove and as a result the respondent is also using dove.
Mothers set the standard for their daughters and this is very evident in the
respondents reply. This answer hence talks about mother-daughter relationship.
Image 29: Childhood memories (Source: ZMET Dove)
Result: When we were children, we were often interested in dandelion flowers,

it also represents our dreams of flying away. Respondents thought that the
Dove soap product had a lot to do with their childhood memories, hence the
image that was provided.
b) Step 2: Missed issues & images
In this step Dove decided to select 3 representative images and group them.
The interviewer asks the participant to examine three pictures selected at
random by the interviewer and to indicate how any two pictures are similar, but
different from the third, with regard to the topic.
The three images below are the images selected for the triad task.
Model 1 : Triple task (Source: General students)

Result: After the comparison process, it was found that the image ① and the
image ② bring about the same feeling, they both represent age-defying beauty,
a soft, smooth skin. However, the image ③ shows a different meaning than the
two images ① and ②.
c) Step 3 : Sorting Task & Construct Elicitation
* Set 1: Inspiration (Confidence) leads to success
Based on the analysis data of the participants, it can be seen that the image ①
and the image ② have similar meanings. Therefore, these two images were
grouped together.
Model 2 : Inspiration (Confidence) leads to success (Source: General students)

Result: The two images above evoke confidence in who you are, not just your
outer beauty, but your inner beauty as well. This will make the user happy and
happy when they can feel their own beauty.
* Set 2: Moisturizing cream, gentle, smooth skin
Model 3 : Moisturizing cream, gentle, smooth skin (Source: General students)

Results: When comparing and contrasting the images, it can be seen that the
image of number ①, image of number ②, number ③ and number ④ makes
respondents think that when using the product, they will have a lane The skin is
always kept a certain amount of moisture to keep the skin soft and smooth, so
that they are grouped together.
* Set 3: Mother-child relationship and childhood
Model 4 : Mother-child relationship and childhood (Source: General students)
Result: In the image ①, ② and ③ have a similar connection, they all refer to
the relationship between mother and daughter, mothers always give what they
feel is best for their daughters. We tend to do whatever the mother does and
teaches.
* Set 4: Self-love
Model 5 : Self-love (Source: General students)

Result: These two images are said to have similarities because they both make
those who see them associate self-care.
d) Step 5: Most Representative Picture
In the group of images shown, the participant thought that the image number
(Picture with a baby) was the most representative image for this brand because
it had all the uses that Dove soap brand bring to consumers.
According to the data
collected after testing, the
reason this image is
considered to be the most
representative of the Dove
brand soap products is
because the soap is light,
fragrant, and does not affect the skin. It has the ability to moisturize the skin
and maintain the soft, scented skin of a baby.
The keywords used in this profile picture are: Soft, smooth and silky
e) Step 6: Opposite Image
Interviewees were asked to describe what they thought was the opposite of the
Dove soap brand.
As a result, they
selected images of the
skins of two types of
fruit. We can easily
see that, compared to
the representative
image of Dove, which is soft, gentle and moisturizing, the peel of the fruit on
the left is opposite. It is rough, dryand rough, not shiny and smooth.
f) Step 7: Sensory Images
In the brand discovery process, participants were asked to use their senses to
describe what represents and does not represent Dove soap products.
Model 6: The senses and the Dove . soap product line
(Source: General students)
* Results of describing Dove soap through the senses
Table 9: Descriptive results (Source: Synthesized by students)
→ Through the above results, the participants decided to choose the image of
pigeons and milk as the sensory image because it has all the attributes that
represent Dove soap.
When observing and thinking about the Dove soap brand, most of the results
suggest that Dove soap has these attributes: Milky, white, smooth, creamy.
g) Step 8: The mental map
Based on the results analyzed in the previous 7 steps. It is known that the
mental map will link the important imprints in the respondents' perception
when mentioning the Dove brand.
Below will be the mental map of Dove soap.
Model 7: Mental Map (Source: Synthesized Students)

h) Step 9: The summary image
Create a visual brief for a short TVC script for the soap brand Dove.
TVC Theme:
Message:
The script:
Character:What have we forgotten?
- Anna: Daughter
- Lucia: Anna's mother
Summary content:
Anna's childhood was always taken care of and received the best from her
mother, she is used to it and thinks it is obvious. As time passed, Anna
gradually matured and was no longer a carefree child, life made Anna
gradually forget the importance of family members, Anna gradually got caught
up in the whirlwind of something called "Princess". work”, she spends less and
less time with her family. Although Anna's mother always calls and asks for
her to come home, she always ignores it. One day, when she saw that her
mother's skin was gradually dry and rough because of age, she regretted it and
decided to find the most convenient and good skin care products to give to her
mother. . In the end, she chose Dove brand soap, because it has good
moisturizing ability and is convenient for daily bathing, without having to go
through many complicated steps, it is very easy to use for the elderly. She
realized that she needed to take care of and care for her mother more.
Details:
Segment 1: Young Anna (About 6-7 years old)
In winter, because Anna's skin is very sensitive, when the weather turns cold,
her skin becomes dry, rough and flaky. Her mother was very worried so she
looked for products with high moisturizing ability, Anna hates having to use
topical creams often, so her mother decided to use Dove soap to help her skin.
Anna has enough moisture.
Segment 2: Anna's growing up process
This segment was only filmed when Anna from childhood to adulthood, her
mother was always concerned and cared for her.
Segment 3: Anna went to work and Anna's mother came to visit her
Anna worked hard day and night, her mother constantly called and wanted her
back, but Anna only promised.
One winter afternoon, because she missed Anna so much, Lucia - Anna's
mother came to visit her. At this time Anna is not at home, Anna's mother
enters the house, the scene in front of her is a messy house, fast food shells are
everywhere, her mother quietly cleans and cooks food. waiting for her to come
back and fall asleep on the sofa.
Segment 4: Anna comes home from work
When Anna got home, she was surprised that the house was tidy. She walked
over to the sofa and saw her mother, she studied her closely and noticed that
her skin had gradually become rough and rough, the wrinkles of age had
appeared more than the last time she had meet mom. She burst into tears and
thought: “Mom has changed so much! Mommy, I am sorry!". She decided to
look for the best and most convenient skin care products to give to her mother.
She began to remember when she was a child (Segment 1 rewind) when winter
came, her mother regularly used Dove brand soap products. In the end, she
chose Dove brand soap, because it has good moisturizing ability and is
convenient for daily bathing, without having to go through many complicated
steps, it is very easy to use for the elderly. She realized that she needed to take
care of and care for her mother more.
Ending scene: Text pops up
"Don't forget the people who are always behind you to cheer you up... Mom's
hair is gradually changing color, please love and spend more time with your
loved ones!"
4. Analysis based on the results collected from ZMET and CBBE
4.1. Opportunity to fix the brand
After the results of ZMET and the level analysis from the CBBE model, it can
be affirmed that Dove soap has succeeded in building a brand with a specific
personality (gentle, feminine, gentle) , unified message (products that
moisturize the skin), and understand its consumers. That success comes from a
persistent and long-term effort in building an image in the hearts of the public
and consumers through a system of logos, brand colors, communication
campaigns, promotion, and promotion. Increase consumer awareness of the
product's outstanding features.
Based on Dove's CBBE model, the effectiveness of the brand identity can be
seen, they cannot be measured by exact numbers, but can be felt from the
attitude of the consumers of the product and the degree of attachment. their
connections as well as the ability to identify new target customers.
The strength that Dove has is the clear, easy to understand, empathetic, simple
but sophisticated identification system, not too impressive but suitable for the
target audience that the product line is aiming for and satisfying the price. feel
they need.
Dove is also skillful when using unified identification elements in all of its
communication and marketing activities, contributing to promoting the brand
recognition of customers. Dove's flexibility is also reflected in changing
designs and colors for product lines targeting new and different market
segments to create a liking between products and specific customer groups.
4.2. Challenge
Dove soap has not yet built a sustainable, characteristic tagline that shows the
outstanding advantages of the brand in addition to the slogan system that
changes over time, each campaign, each product line, so that when reminding
When people think of Dove, one can immediately think of a message, just like
when people think of Nike, Apple, OMO, Trung Nguyen Jetstar...
The image of Dove soap for women is too large, with the level of recognition
through the "Real beauty" campaign being both an advantage and a
disadvantage for the Dove soap brand.
When Dove decides to transition from being a female-only brand to becoming
a brand with a richer product line with a more diverse customer segment
(including men), Dove will have to spend some time. and large costs to build
brand awareness for consumers.
V/ Reflections and Recommendations
1. Target Audience
a) Demographics
Age: 18 - 40 years old (the age they start awareness about body care,
moisturizing..)
Income: Average income from 5000$ - 7000$/month Dove is aimed at
teenagers, men who have earned their own income and can pay for their
essential needs.
Occupation: they can be students, students, engineers, doctors, ... not excluding
any profession.
Gender: Predominantly male
Geographical location: Living in cities, urban residential areas across the
United States where people have a decent and stable income mainly.
b) Psychology
Hobbies: They like products with clear brands, prestige and high quality,
reliability, trusted by people, and good for health, satisfying the requirements
they desire.
Personality, lifestyle: Dove's potential customers will be young, dynamic, self-
conscious, self-conscious beauty-interested people who are diligent and like
newness because they have an interest in their own skin. skin and self.
Activities: Living, playing, studying, working, and relaxing with friends and
relatives
Viewpoint: Taking care of yourself is essential, they accept "what ever you
pay" to pay for a the product is of real quality. More than simply a cleansing
soap bar, it resists dirt and germs up to 99% and is comfortable and moist on
the skin when used
Attitude to body skincare: With care certain to safe and quality soap bars for
the skin, especially with the ability to moisturize.
c) Behavior (Behavior)
Consumer behavior and use of soap bars:
Place of purchase: Large and small supermarkets, Convenience stores, offline
or online cosmetic stores or can be purchased on e-commerce platforms death.
Frequency of use: Depending on the needs and frequency of use of each
individual, it will usually be 2 times/day.
Concerns when buying: there are concerns about price, brand, product quality,
improvement in production technology, the added value of the product, and
suitability for personal needs.
The behavior of using social networks and the media:
Purpose of use: entertainment, search, research, compare the information of
products on the market.
Have a frequency of regular internet use.
Time to use mainly: When you have free time and have a need to learn about
the product.
2. Objective
a) Business Objective:
- Increase 2% market share for both brands, Dove, within 6 months of the
campaign (1-6/2022)
- Increase of 10% of sales from products
- Increase sales of Dove Men+Care soap bar products to 3000bar/day
b) Marketing Objective:
- Increase market penetration (number of new users) for Dove men soap bar by
+2%
- Increase average product usage 3-5 times/day per user using the product
Products
- Changing consumer behavior from not taking care of themselves to caring
about themselves more than focusing on skin cleansing and moisturizing
c) Communication Objective:
- Educate consumers about the Dove men soap bar product line 3in1 superior
cleansing and moisturizing ingredients and technology applied in the product
and its convenience
- Changing men's perception of skincare, encouraging them to care and take
care of themselves myself more
- Increase brand awareness, identify new packaging of Dove Men+Care soap
bar 3in1 product line
3. SMART
Specific:
• January 1, 2022, decided to run the campaign "More care is better".
• Advertise on: Instagram, Facebook, Youtube, and Twitter, Write Blog.
• Create an event registration link and get at least 3000 interactions and 1000
subscribers.
• Purchases increase at least 15%/month.
Measurable:
• Through data analysis tools, the number of people interacting about the
event increases by at least 20%.
Actionable:
• After aggressive advertising on blogs and social media channels. Statistics
show that the sign-up and engagement process increased by 10%.
Relevant:
• From the above campaign, successfully organized will help the Dove brand
- Confirm the ability to expand the product line.
- Increase market share for male customers.
- Find more potential customers.
- Dove will be covered more widely, leaving a special impression on
consumers.
- Customers' awareness of the Dove brand will increase.
- Create a new image in the eyes of consumers. Dove not only successfully
manufactures products for women but also researches and invents quality
products for men.
• Time-Bound
- Marketing: 6 months (01/01/2022 - 30/06/2022)
- Maintain a blog post about the campaign for 8 months.
4. Insight
Category truth
Moisturizing is very important to the skin. Moisturizing in winter is essential
for both men and women. For men, they do not have a moisturizing process
like women. That's why being able to moisturize from Dove's soap will help
their skin not dry out and stay smooth.
Product truth
Each Dove Men + Care Body and Face Bar combines body soap and cleanser
in one. With ¼ moisturizer that helps fight dryness for complete comfort and
clean skin. Gentle, skin-safe formula, deep cleans away dirt without leaving a
feeling of dryness with MICRO MOISTURE technology, they provide
moisture for healthier skin, especially in winter.
Customer truth
Men believe that “A well-moisturized skin makes it possible for me to feel
confident and comfortable and feel more masculine when taking care of myself
using personal grooming products. ”
→Campaign insight
Men said: I don want to spend too much time using a cumbersome skincare
process that can both clean the surface of the skin and moisturize deep inside
the skin. Helping me to take care of myself conveniently while saving time and
not being judged.
5. Campaign
- Big Idea: Never leave the house with dry skin again (Dove positions itself as
a moisturizing soap and Dove Men+Care 3N1 soap bar is a 3-in-1 line of soap
products for men that integrates both killing bacteria, deep cleaning dirt, and
convenience, especially Deep moisturizing technology. Will help men's skin
both clean and moist no longer worry about dry skin after bathing)
- Key message: More care is better (For men, strength is not only reflected in
their appearance, but it is also expressed through the level of care they give to
those around them, be it family, friends, relatives, colleagues. ,.. and even
themselves.)
6. Deployment Plan
• Campaign running time: 01/01/2022 - 30/06/2022
Image 30: Deployment plan (Source: Synthesized Students)
a) Trigger:
• Objective: Attracting men's attention to skincare issues
• Message: Busy is not an excuse for us to neglect ourselves
• Key hook: Launch TVC “Have you forgotten the importance of skin?”
• Tools: PR - KOLs sharing, Facebook Community Page, PR Articles,

Digital Marketing.
- KOLs sharing
Invite influential male KOLs, Steve Harvey, Ryan Reynolds, ... to share their
own thoughts, opinions, or stories on men's issues often forget about
themselves and the consequences of not taking care of the body. And
emphasizing that modern men must know how to take care of themselves from
the inside out through articles and video clips on Twitter.
Each post will include the following hashtags:
#Never leave the house with dry skin again
#More care is better likes
KPI: 2.500.000 like, 400,000 comments, 9.000.000 views
Budget: $85.000
Image 31: KOLs sharing (Source: Synthesized Students)

- Facebook Community Page, PR Articles
Combine with one Some Facebook Community pages or some websites,
applications, electronic newspapers such as Fox News, CNN, New York
Times... to have blogs, articles highlighting and revolving around men's not
taking care of themselves gender, as well as the benefits of self-care.
KPI: Reach 450,000 people/post
Budget: $45,000
Image 32: PR Articles (Source: Synthesized Students)
- Digital Marketing: TVC, Youtube Ads, Facebook ads, IG

* Make TVC run ads on Youtube, Facebook, IG:
TVC “Have you forgotten the importance of skin?”
Dove is committed to not using models or celebrities in its advertisements so
the actors in this TVC are their male clients. They come from many different
professions (engineer, doctor, businessman, ...) they are often very busy with
work and taking care of their families and children, so they don't spend much
time for themselves, especially the skin. skin.
Scene1: The 3 customers they choose respectively named Peter, Tom, Chris,
they work in different jobs, business, doctor, engineer. Busy working process
in 1 day for each person, especially work must be in the sun, wind, sitting in
the air conditioner a lot, exposed to a lot of smoke and dust.
Image 33: Scene 1 TVC (Source: Synthesized Students)

Scene2: then they return home to their families in the evening. Because they
were too tired, all 3 just took a quick shower to have time to spend with their
family but forgot about themselves.

Scene3: Next winter, their skin becomes dry and cracked, peeling off in
patches, which causes burning pain and difficulty. suffering and loss of
aesthetics leading to distraction affecting life, at this time they realize the
importance of taking care of their body.
Scene4: Then they experience using Dove soap bar 3in1 (Hand+body, Face,
Shave) which is both quick and convenient and provides enough moisture for
healthy skin, saving time. Help them work more excitedly, confidently and
spend more time with their families, and no longer worry about dry skin
problems.
KPI: at least 70.000 views/per day
Budget: 190.000
Time: 2 months (1/1-28/2/2022 )
→ Total
Total Kpi: Reach 7.000.000 target audience (based on views-click-likes)
Total Budget: 320.000 $
b) Engage
Objective: Increase brand awareness in the field of men's health and beauty
care, build the image of Dove men+care 3in1 as a companion of men, helping
them to reduce their pain worry about body care problem
Message: not simply cleaning soap, Dove glaze + 3in1 integrated care will
moisturize your skin 24/24.
Key hook: Talkshow with the theme "How to make men have healthy skin”
- Sponsorship: TV shows
Sponsor a number of programs about family and health in the US such as
Access Health, The Doctors, Ask Dr.OZ... on TV channels such as Discovery
Family, Discovery Home & Health, O2...
Purpose: Raise men's awareness about paying attention and paying attention to
their own hygiene and body care, especially men. This is the premise for the
next activities of the
Content: BSc talk shows that men pay little attention to taking care of and
"listening" to their bodies. Causes some skin diseases to occur frequently when
the weather becomes inclement. Combined with the promotion of Dove's
"More care is better" campaign. To raise men's awareness about body care.
KPI: 2.000.000views/show
Budget: $195,000
Image 37: TV show (Source: Synthesized Students)
- Digital Marketing: Facebook ads, Youtube ads.

Continue to run ads for TVC "Have you forgotten the importance of skin" on
social networks like Facebook, Youtube…’
KPI: at least 700.000reaches/week
Budget: $80,000
Image 38: Facebook ads, youtube ad (Source: Synthesized Students)
- PR: KOLs sharing, PR Articles, Facebook Community Page
Invite male KOLs of various ages, famous in the US like Chris Evans,
Timothée Chalamet, Noah Centineo, or other veteran stars like Johnny Depp,
Tom Cruise to share their feelings or experiences in the process of choosing
body care products through articles and short clips on popular social
networking sites mentioning and encouraging people to experience Dove's
products.
There by each article or clip will include the following hashtags:
#DoveMen+Care3N1
#Neverleavethehousewithdryskinagain
#Morecareisbetter
KPI: 800,000 reaches/post
Budget: $75,000
Image 39: KOLs sharing (Source: Synthesized Students)

- Advertising: Banner, logo, pop-up, panel
Run ads to insert logos, pop-ups, banners, panels into prime time slots of TV
programs such as HBO, AMC, CNN,... for the purpose of attracting customers’
potential.
Image - Logo in TV - (students self-aggregate)

Besides, running pop-up, super masthead ads on online newspapers such as
New York Times, Fox News, NBC News,... to promote and promote the
campaigns that Dove is running such as “More care is better”
Image 40: Ads on online news (Source: Synthesized Students)
In addition, it is possible to advertise on frame screens in elevators, along

columns, or elevators of commercial centers to reach more audiences.
Image 41: Ads In Elevators (Source: Synthesized Students)
KPI: Reach 170.000 people/day

Budget: 225.000$
Time: 2 months (1/3 - 30/4/2022)
→ Total
Total Kpi: Reach more than 10.000.000 people, Increase 2.000.000 new
customers
Total Budget: 575.000$
c) Amplify
Objective: promote to The buying process of the target audience is men
Message: Spread the love with Dove
Key hook: Organize events at shopping centers
Tools:
- PR: Pre-Event PR Articles
Before the event “Spread the love with Dove”: Combined with a number of
websites, applications, electronic newspapers such as New York Times, Wall
Street Journal, Washington Post... to post PR articles about Dove events using
part of the revenue to donate support the fight against COVID-19 in the US,
with headlines like: "Dove - Wrapped in love" at all points of sale across the
US.
Image 42: PR Event Wrapped in love (Source: Synthesized Students)
KPI: Reach 800,000 people/post
Budget: $50,000
- Personal Selling
Trade activation:
Build a donation event to support “Dove- Wrapped in love” at points of
purchase such as supermarkets, retail stores.
Implementation:
When buying a new product like Dove Men+Care, if you have a need to donate
to prevent COVID-19, just leave information such as name and email, and then
Dove will deduct 10% of the amount. Customers bought to donate to support.
Purpose:
So, by doing this event, Dove will help customers join hands to help those
who are struggling during this pandemic season.
KPI : Reach 1.000.000 visitors / mall
Budget: 215,000$
Image 43: Event in mall (Source: Synthesized Students)

- Advertising
OOH, billboards, POSM (product name and new outstanding feature of Dove
Men's body and face bar “MICRO MOISTURE technology, they provide
moisture for healthy skin) more powerful with convenient 3-in-1 integration"
KPI: reach 300,000 people/day
Budget: 108,000$
Image 44: Billboard (Source: Synthesized Students)
- Sales Promotion: Coupons & Vouchers, Gift promotion
Gift Promotion: For customers who buy a pack of 6 Dove soaps at the point of
sale, will receive 1 extra soapbox
Image 45: Gift Promotion (Source: Synthesized Students)

Coupon Voucher: For customers who buy 2 or more Dove men+care soaps,
they will receive a 10% discount voucher for the next purchase
Image 46: Coupon Voucher (Source: Synthesized Students)

With the strong development of the digital age, now brands have been
competing to create a highlight in the hearts of consumers. However, this is not
easy.
No one knows what the future will change, but with the current way of building
a brand identity system, Dove proves that it is still on the right track and doing
it the right way, which is probably also the reason why. Why Dove has
remained stable in the world market for more than 50 years despite many
market fluctuation.
This part is completed by students. Here is the Excel table link, please click if
you can't see the image.
https://docs.google.com/spreadsheets/d/1lZikBHanHLg8g00Tihfl_E7nLTobt1G
LnLVXqVUmtUE/edit?usp=sharing
1) Adam Barone. (2021), Marketing Strategy. Retrieved from
https://www.investopedia.com/terms/m/marketingstrategy.asp#:~:text=A%
20marketing%20strategy
2) Brand portfolio strategy and brand architecture: A comparative study.
(2021). Retrieved 5 December 2021, from
https://www.tandfonline.com/doi/full/10.1080/23311975.2018.1483465
3) Brand Identity: The visual and verbal language of Dove. (2021). Retrieved
5 December 2021, from
https://brandingtheblog.wordpress.com/2018/10/23/brand-identity-the-visu al-
and-verbal-language-of-dove/
4) Chiến lược kinh doanh của Dove, chìa khóa thành công của Dove. (2021).
Retrieved 5 December 2021, from
https://ngaocontent.com/chien-luoc-kinh-doanh-cua-dove/
5) Daisy, V. (2021). How Dove Uses Maslow’s Hierarchy of Needs.
https://daisyyblair.wordpress.com/2019/05/04/how-dove-uses-maslows-hie
rarchy-of-needs/
6) Designlife cycle. (2018), http://www.designlife-cycle.com/dove-bar-soap
7) From Confusion To Clarity: Brand Architecture & Business Blueprints.
(2021). Retrieved 5 December 2021, from
https://fabrikbrands.com/brand-architecture/
8) Lucy Saddleton.(2017),The evolution of Dove. Retrieved from
https://strategyonline.ca/2007/12/01/tributedove-20071201/
9) MBA Skool Team. (2021), Dove Marketing Strategy & Marketing Mix.
Retrieved from
https://www.mbaskool.com/marketing-mix/products/16875-dove.html
10) MBA Skool Team. (2021), Dove SWOT Analysis. Retrieved from
https://www.mbaskool.com/brandguide/fmcg/805-dove-soap.html
11) Marketing Plan Analysis for Dove Beauty Bars. (2021). Retrieved 5
December 2021, from
https://www.ukessays.com/assignments/marketing-plan-analysis-for-dove-
beauty-bars-1100-2021.php
12) Product Roadmap Focusing on cyber fusion centres, Cyware is helping
enterprises upgrade cybersecurity. (2021). Retrieved 5 December 2021,
from
https://yourstory.com/2021/11/product-roadmap-cyber-fusion-centres-cywa re-
cybersecurity-startups/amp?utm_pageloadtype=scroll
13) Retrieved 5 December. (2021), from https://logos-world.net/dove-logo/
14) Retrieved 5 December 2021, from
https://studymoose.com/brand-management-dove-essay
15) Sandra Fernandez. (2013), Dove : A lesson in brand differentiation.
Retrieved from
https://mission-minded.com/dove-a-lesson-in-brand-differentiation/
16) Tron House Summaried.(2020). Dove - 15 năm một hành trình đồng hành
cùng phụ nữ toàn thế giới. Retrieved from https://tronhouse.com/dove-15-
nam-mot-hanh-trinh-dong-hanh-cung-phu-n u-toan-the-gioi-p8882
17) Will Kenton. (2021), Strength, Weakness, Opportunity, and Threat (SWOT)
Analysis. Retrieved from https://www.investopedia.com/terms/s/swot.asp
18) What We Can Learn from Dove’s Brand Portfolio Growth. (2021).
https://www.prophet.com/2017/06/doves-brand-portfolio-growth/

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MINISTRY OF EDUCATION & TRAINING

HOA SEN UNIVERSITY

FACULTY OF ECONOMICS &

ADMINISTRATION SPECIALIZED MARKETING

Name Card number Contribute

Lương Thị Lệ Nghĩa 2192605 100%

Nguyễn Trương Ngọc Bích 2195574 100%

Lê Trần Ngọc Hạnh 2194046 100%

Ninh Thị Thu Hiền 2195541 100%

Image 8 : Postioning Map (Source: Slideplayer).............Error! Bookmark not defined.

Image 14 : Campaign “The Ads Makeover Campaign”- (Dove.com)Error!

Image 17 : Customer - Based Brand equity (Source: The curriculum of Ms.

Image 20 : Silk cloth (Source: ZMET Dove)..................Error! Bookmark not defined.

Image 23 : Longevity and beauty (Source: ZMET Dove)Error! Bookmark not

Image 28 : Happiness is loving yourself (Source: ZMET Dove)Error! Bookmark not

Image 29 : Mother is an example of a child (Source: ZMET Dove) Error!

Image 32 : KOLs sharing (Source: Synthesized Students) Error! Bookmark not

Image 33 : PR Articles (Source: Synthesized Students).. Error! Bookmark not defined.

Image 35 : Scene 2 TVC (Source: Synthesized Students)Error! Bookmark not

Image 36 : Scene 3 TVC (Source: Synthesized Students)Error! Bookmark not

Image 37 : Scene 4 TVC (Source: Synthesized Students)Error! Bookmark not

Image 38 : TV show (Source: Synthesized Students)......Error! Bookmark not defined.

Image 41 : Logo in TV (Students self-aggregate)...........Error! Bookmark not defined.

Image 43 : Ads In Elevators (Source: Synthesized Students) Error! Bookmark not

Image 44 : PR Event Wrapped in love (Source: Synthesized Students).Error!

Image 45 : Event in mall (Source: Synthesized Students)Error! Bookmark not

Image 46 : Billboard (Source: Synthesized Students).....Error! Bookmark not defined.

Image 48 : Coupon Voucher (Source: Synthesized

Image 1: Logo of Dove (Retrieved from: Dove home page)

• Dove contains 1/4 moisturizer and • Fierce competition for Dove

• Can target male audience to expand • Increased competition in

− The price of the product is all of the same

Young, active, Mature, Mature, more

At cosmetic A reputable Mainly at

Image 2 : Olay Ultra Moisture Cleanser Beauty Bar Soap

Consumers are increasingly demanding and serious in choosing soap brands to

Image 8: Postioning Map (Source: Slideplayer)

Dove Beauty Bar Original Gentle Skin

Dove Sensitive Skin Moisturizing

Dove Mango & Almond Butter Beauty

Dove Gentle Exfoliating Beauty Bar

Purely Pampering Shea Butter with

Crushed Macadamia & Rice Milk

Foaming Lavender & Yogurt Hand

Body Love Restoring Care Body 6,67$/c

Body Love Sensitive Care Hand 4,5$/c

Advanced Care Antiperspirant 5,47$/c

Advanced Care Dry Spray

Clinical Protection Antiperspirant, 7,72$/c

Volume and Fullness Shampoo 19,5$/c

Volume and Fullness Mousse 5,98$/c

Nourishing Secrets Smoothing

Extra Hold Non-Aerosol Hairspray 16,8$/c

Derma Care Soothing Wash 8,86$/c

Rich Moisture Hypoallergenic Baby Bar 2,94$/c

Baby Dove Nourishing Hand Sanitizer 4,98$/c

Melanin-Rich Skin Nourishment Baby

MEN + CARE HYDRATE+

MEN+CARE MINERALS + SAGE

MEN+CARE EXTRA FRESH BODY

DOVE MEN+CARE ALUMINUM

Image 9: Brand hierarchy (Source: Dove.com)