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Dove have made an image of their products being relatively cheap compared to competitors, however, like most businesses they could release a premium line that would have different ingredients. Profits can then be put into other divisions/projects.

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In order to develop in the future, Dove need to address new audience and maybe change up the focus on beauty

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Employees at Dove are also encouraged like Dove's target market. large emphasis on self-empowerment.

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Dove is maintains customer loyalty by maintaining its image as a wholesome company that supports people of all backgrounds.

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Empowering young women as well as old women

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Beauty as a source of confidence

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Family orientated

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Breaking sterotypes

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Known for its emotive advertising and themes

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Campaign for real beauty

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Built on tradition (we used the products as kids then as teens and probably as adults too).

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Differentiation: doesn't change beauty but supports natural beauty

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Improving female Self-Esteem

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1957
- Established by Unilever
- First selling soap bars
- Emphasis on '1/4 cleansing cream'
campaign
1960
- Ads became more and more targeted     towards women with pink soap bars
advertised as having a 'heavenly
fragrance'
- More ads focused on women with
flirty and sexy ad campaigns
1964
- Face taste ad, showing how you can
test doves effectiveness at home
1972
- What part of you ages first article
1980
- 7 day dove test on women proving
dove is better than other brands
2004
- Campaign for Real Beauty
2006
- Release of 'photoshop' ad
- 'Daughters' ad shown at the            super bowl
2011
- Dove commissioned the largest
global study on women's relationship
with beauty
2013
- Real beauty sketches

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Kaplan and Norton’s balanced scorecard: 

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Kaplan and Norton’s balanced scorecard: 

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Planning and management strategy designed to match the business activities to the aspirations set out in the organisations vision statement. (provide a balance view of the performance of the business)

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Growth in new market

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Take advantage of opportunities by overcoming weaknesses

Marketing in other economies are still weak therefore dove an overcome this through glocalising in other countries where their US campaigns may not be as popular

Although it supports natural beauty it still focuses on beauty

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Use strengths to take advantage of opportunities

Dove have managed to take the female market and turn them into loyal customers through their campaigns and adverts. The same can be done by expanding into the male market a real strength advert takes the first step into that market

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Minimise weaknesses and avoid threats

Still issues about animal testing, this can be avoided by getting involved in non-organisation activities

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Use strengths to avoid threats

Dove are seen as a diverse company thus this gives them a differential advantage against other companies that may not be as keen on the same ideas

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Dove is currently positioned close to the female market 30s+

Perception map: Male/Female vs. modern/traditional

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Discernible

Men are actually vainer than women especially students between the ages 18 – 25, more concerned about looks.

Most male advertising is targeted to the over 25s market with ‘adults’ in the majority of the TV adverts

Accessible

Students are seen as ‘on budget’ so may target the lower price point

Sponsor fresher weeks

‘Unidays’

Measurable

Can be seen on social media (presence)

Profitable

Male market is always going to be there

Differentiated marketing:

Self-care

Support male charities (mental health)

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Segmenting in the male market

Ages 18 to 25