10 Step: Marketing Plan For (DOVE)

10 STEP
Marketing Plan for

(DOVE)
Leeyhan Frank Dizon

October 2010
http://leeyhandizon.blogspot.com 1
5 Steps for Part 1
(PTM and Positioning)
1. Dove’s PTM are Women, 25 – 40years old, ABC1 of all

shapes and sizes.
2. Who wants to experience “what real beauty is all about”
3. Can choose Olay, Palmolive, Safeguard, Likas Papaya
Soap, etc.
4. Gap is all other brands focusing on providing moisture
and cleansing the skin.
5. The market size is As of 2009, 13B market. Projected to
be at 15B by 2011
http://leeyhandizon.blogspot.com
5 Steps for Part 2
(Marketing Mix & Strategy)
6. The White Bar. Its simple promise: “Dove is not a soap: it
does not dry skin” It has ¼Moisturising Cream and gentle
cleansers
7. 160index versus category average (after the price-drop this
year).
8. Free tv, but heavily present in cable tv and print, PR (press
lunches, special activities with different personalities, tie-ups
with different establishments (i.e. Chelsea), digital (Facebook
site, Dove website, banner ad placements).
9. Only distributed in selected stores (depending on the where
the target market goes). Bulk of the business comes from
supermarkets, department stores and selected drugstores.
10. Uses a niche approach to win.
Positioning to the
Primary Target Market
Part 1:
Steps 1 to 5
1. Dove’s primary target
market (PTM) are women of
all shapes and sizes
 Demographics (16-50, Female, working and
social class, high income groups & upper
middle class)
• Especially targets the working women as they
have busy schedules and cannot take out
time for themselves so by using one soap
they can get the benefits of a soap as well as
a moisturizer.
• Behavior (2x daily to feel clean and to have
moisture all over)
2. As a woman, I need the ff:
 As a woman, I am at my happiest if my
partner accepted the real me (Self-
actualization need)
 I use Dove because I need to be loved
regardless of how I look and feel.
 Everytime I use Dove, I expect that I’ll have
clean, soft and moisturized skin in order for
the people around me to appreciate the real
beauty in me.
I am at my
happiest if I
have a partner
who accepted
the real me
I need to be
Loved despite
My age, shape
And size
I feel confident if
they see the real
me http://leeyhandizon.blogspot.com
3a. Dove has many formidable
competitors
 Direct: Olay, Palmolive, Safeguard, Garnier, Belo,
Likas, Silka
 Indirect: Body Wash, Body Scrubs, Whitening Soaps,

Body Gel, 3 in 1 soaps.
 Variables: Age, Price, packaging, specific use,

convenience of use, availability, Occasion of use,
purpose, size, popularity, endorser and brand.
Dove is #1 in niche: beauty
soap brand
•The world's number 1 cleansing brand with

double-digit growth
•Sales of over €2.5 billion a year in over 80
countries
•Outsells all other skin care bars combined
•Over 1 billion showers taken with Dove
products in the US each year.
Competitive Positioning Map
(Brand Matrix)
Major Players in the soap category

Block and Palmolive
Properties Dove Olay
Safeguard
variant)
(beauty
Likas Papaya White Naturals
Moisturizes the Skin
Have anti-bacterial properties
1/4 moisturizing cream
Anti-ageing properties
Gentle Cleansers
Does not dry the skin
Easily absorbed by the skin
Whitens the Skin
Blocks Irritants
Can be used all-over the body
For women of all ages
Sunscreen Protection
Dove has a very strong
presence in the niche market.
 Dove is positioned as a personal care brand.
 Dove soap positions itself not as a soap but as the
mildest bathing bar containing ¼ the moisturizer.

Points of differentiation:
- maximum moisturizing content.
- as the ad campaign of Dove says that you can use it
on half of your face and see the difference.
Image differentiation: it is now considered as a

“moisturizing bar” and “beauty bar”.
5a. According to reports, beauty market is $2.2 billion MARKET
SOURCE: http://www.cosmeticsbusiness.com/technical/article_page/South_East_Asia_-_strength_in_diversity/57169
5a. UNILEVER as a world-wide leader in consumer goods
5a. UNILEVER as a world-wide leader in consumer goods
5b. Based on Unilever data,
where Dove share is 3.5%,
total market size is $2 billion
1. Unilever Philippines data: Dove sales

is $.7 million
2. Unilever claims market share of 45%
3. Then total personal market size is $.7

billion/0.45 = $billion
5c. Consumer data indicates
a size of Php2 billion
Soap Usage:
18 million households buying Dove twice

monthly and uses it twice a day which
is .30 grams per day
18 M x 2 x .15 X 365 = Php 2 billion

5. Concluded that soap
market is Php15 billion
1. Competitor data= $2.26B
2. Company data = $1.07 B
3. Usage data = Php 2 B
The Marketing Mix Strategy
Part 2:
Steps 6 to 10
Product Shot of Dove
The Competitors in the soap
industry
In depth analysis: Dove
 Dove is primarily made from synthetic
surfactants, salts of vegetable oils (sodium
palmate from palm kernel) and salts of animal
fats (sodium tallowate from cow's fat).
 Dove contains animal fat (tallow) and for this
reason some vegans may refrain from using
it. Dove is formulated to be pH neutral, a pH
that is usually between 6.5 and 7.5.
Product Ingredients
Product Description and
variants
7. Price-
Dove is 60% premium priced
in 1 size only.
 Dove (any variant) 100 grams = Php.
40.00 (SRP)
It is currently at 160index versus category

average (60% more expensive).
Promo (Real Beauty
Campaign)
Use of Interactive website
Tie-ups with bloggers and social networking
(on-line marketing)
8b. Competitor promo
Ticket discount for Belo
Olay Total Effects Swap Essentials purchase
Block and White Step into
the light promo
Yaman sa Kalusugan
Promo
Competitor’s Product
Commercials
Safeguard’s “Gloves” Commercial
 http://www.youtube.com/watch?v=rulrQ-X1QUA
Olay’s Age Defying Body Bar Commercial

 http://www.youtube.com/watch?
v=RiGkZzKhtbY&p=08F8D9D4AC2FF4C0&playnext=1&i
ndex=12
Palmolive’s Natural Beauty Commercial

 http://www.youtube.com/watch?v=cy-WPxH8mNA
9. Dove is distributed
nationwide using Unilever
distibution network
 Only distributed in selected stores (depending on the where
 Available Nationwide
10. Dove is a niche leader in
terms of personal and beauty
care market
45% of the size of the market is beauty

soaps. Despite being a niche brand,
given its pricing, it still has a big
opportunity to grab more share. Only
Dove goes beyond cleansing by offering
real care one can feel and see.
SUMMARY
5 Steps for Part 1
(PTM and Positioning)
1. Dove’s PTM are Women, 25 – 40years old, ABC1 of all

shapes and sizes.
2. Who wants to experience “what real beauty is all about”
3. Can choose Olay, Palmolive, Safeguard, Likas Papaya
Soap, etc.
4. Gap is all other brands focusing on providing moisture
and cleansing the skin.
5. The market size is As of 2009, 13B market. Projected to
be at 15B by 2011
5 Steps for Part 2
(Marketing Mix & Strategy)
6. The White Bar. Its simple promise: “Dove is not a soap: it
does not dry skin” It has ¼Moisturising Cream and gentle
cleansers
7. 160index versus category average (after the price-drop this
year).
8. Free tv, but heavily present in cable tv and print, PR (press
lunches, special activities with different personalities, tie-ups
with different establishments (i.e. Chelsea), digital (Facebook
site, Dove website, banner ad placements).
9. Only distributed in selected stores (depending on the where
10. Uses a niche approach to win.
10 STEP
Marketing Plan for
(DOVE)
Leeyhan Frank Dizon

October 2010

10 Step: Marketing Plan For (DOVE)

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10 STEP

Marketing Plan for

Leeyhan Frank Dizon

1. Dove’s PTM are Women, 25 – 40years old, ABC1 of all

 Indirect: Body Wash, Body Scrubs, Whitening Soaps,

 Variables: Age, Price, packaging, specific use,

•The world's number 1 cleansing brand with

Major Players in the soap category

mildest bathing bar containing ¼ the moisturizer.

Image differentiation: it is now considered as a

1. Unilever Philippines data: Dove sales

2. Unilever claims market share of 45%

3. Then total personal market size is $.7

18 million households buying Dove twice

18 M x 2 x .15 X 365 = Php 2 billion

2. Company data = $1.07 B

3. Usage data = Php 2 B

It is currently at 160index versus category

Olay’s Age Defying Body Bar Commercial

Palmolive’s Natural Beauty Commercial

45% of the size of the market is beauty

1. Dove’s PTM are Women, 25 – 40years old, ABC1 of all

Leeyhan Frank Dizon

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