Marketing Plan: Dove by Nikki Villareal https://padlet.com/villarealnikki98/DoveMarketingPlan en-us 2018-11-06 14:27:16 UTC 2018-11-14 11:23:16 UTC hello@padlet.com https://padlet-assets.s3.amazonaws.com/icons/Hearts.png Segmenting villarealnikki98 https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/300990881
  • Segmenting in the male market
  • Ages 18 to 25
    • ]]>     2018-11-06 14:29:19 UTC https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/300990881     Targeting villarealnikki98 https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/300992037 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)
    ]]>     2018-11-06 14:31:04 UTC https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/300992037     Positioning villarealnikki98 https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/300992170
  • Dove is currently positioned close to the female market 30s+
  • Perception map: Male/Female vs. modern/traditional 
    • ]]>     2018-11-06 14:31:15 UTC https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/300992170     Strengths - Threats villarealnikki98 https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/300992489
  • 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
    • ]]>     2018-11-06 14:31:47 UTC https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/300992489     Weaknesses - Threats villarealnikki98 https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/300992527
  • Minimise weaknesses and avoid threats
  • Still issues about animal testing, this can be avoided by getting involved in non-organisation activities 
    • ]]>     2018-11-06 14:31:50 UTC https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/300992527     Strengths - Opportunities villarealnikki98 https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/300992559
  • 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
    • ]]>     2018-11-06 14:31:54 UTC https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/300992559     Weaknesses - Opportunities villarealnikki98 https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/300992596
  • 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 
    • ]]>     2018-11-06 14:31:57 UTC https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/300992596     Dove objectives villarealnikki98 https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/300994286
  • Growth in new market
    • ]]>     2018-11-06 14:34:27 UTC https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/300994286     villarealnikki98 https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/300996003 2018-11-06 14:37:04 UTC https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/300996003 Kaplan and Norton’s balanced scorecard: villarealnikki98 https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/301004699 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)]]> 2018-11-06 14:48:07 UTC https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/301004699 What is... villarealnikki98 https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/301188234 2018-11-06 19:27:56 UTC https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/301188234 Dove timeline villarealnikki98 https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/301188393 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]]>     2018-11-06 19:28:14 UTC https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/301188393     villarealnikki98 https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/301452152 Improving female Self-Esteem]]> 2018-11-07 12:59:02 UTC https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/301452152 villarealnikki98 https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/301452719 Differentiation: doesn't change beauty but supports natural beauty]]> 2018-11-07 13:00:23 UTC https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/301452719 villarealnikki98 https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/301456535 Built on tradition (we used the products as kids then as teens and probably as adults too).]]> 2018-11-07 13:09:20 UTC https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/301456535 villarealnikki98 https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/301459363 Campaign for real beauty]]> 2018-11-07 13:15:04 UTC https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/301459363 villarealnikki98 https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/301459996 Known for its emotive advertising and themes]]> 2018-11-07 13:16:17 UTC https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/301459996 villarealnikki98 https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/301588952 Breaking sterotypes]]> 2018-11-07 16:00:42 UTC https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/301588952 villarealnikki98 https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/301589727 Family orientated]]> 2018-11-07 16:01:47 UTC https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/301589727 villarealnikki98 https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/301592383 Beauty as a source of confidence]]> 2018-11-07 16:05:44 UTC https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/301592383 villarealnikki98 https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/301595806 Empowering young women as well as old women]]> 2018-11-07 16:11:07 UTC https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/301595806 villarealnikki98 https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/301973276 2018-11-08 10:40:37 UTC https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/301973276 villarealnikki98 https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/301973652 2018-11-08 10:41:47 UTC https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/301973652 villarealnikki98 https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/301974020 2018-11-08 10:43:02 UTC https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/301974020 villarealnikki98 https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/301974295 2018-11-08 10:43:51 UTC https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/301974295 Customer Perspective villarealnikki98 https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/301976698 Dove is maintains customer loyalty by maintaining its image as a wholesome company that supports people of all backgrounds.]]> 2018-11-08 10:51:20 UTC https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/301976698 Company's internal Perspective villarealnikki98 https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/301978495 Employees at Dove are also encouraged like Dove's target market. large emphasis on self-empowerment. ]]> 2018-11-08 10:56:44 UTC https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/301978495 Innovation and Development villarealnikki98 https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/301988581 In order to develop in the future, Dove need to address new audience and maybe change up the focus on beauty]]> 2018-11-08 11:30:06 UTC https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/301988581 Finance villarealnikki98 https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/301989297 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.]]> 2018-11-08 11:32:56 UTC https://padlet.com/villarealnikki98/DoveMarketingPlan/wish/301989297