Dove, the Brand to Beat Essay

genus Columba is a brand under the many convergences of Unilever. It was in the 1890s when William Hesketh Lever, founder of Lever Bros popularized cleanliness and hygiene with his introduction of the cheer lash in Victorian England. The Sunlight Soap led the advocacy to make cleanliness greenplace to fall work for women to foster health and contribute to personal attractiveness, that life ay be more enjoyable and recognise for the people who use our products. (www.dove.com)For three centuries, Unilever has proven its success over economic booms, depressions, reality wars and the changing modus vivendi of its consumers as the world advanced through technology. dive is the offering skin cargon product since 1957. It is clinically proven and has been noted to be good for dry sensitive skin which half the women in the world has. And since the 1980s, plunge has launched more supporting products to the soap bar such as moisturizing body wash, deodorants, body lotions, seventh cranial nerve cleansers, shampoos and conditioners. All of these products are aimed to solve skin needs comprehensively bringing out the true inner dish antenna of women. genus Columba is boasts of its number one in the race of cleansing brands with double-digit growth data. Sales in over 80 countries are over 2.5 billion a year. They estimate that over 1 billion showers are done exploitation dove products each year in the US alone. The success is receivable to the brands keeping of its clinically proven promises and understanding of its real market. Studies show that only 12 % of women are truly satisfied with their physical attractiveness. 2% of women articulate themselves as beautiful. 68% knows that media almost always sets unrealistic standards of beauty and the 75% hopes that media would better itself in portraying diversity in womens physical attractiveness that includes size, create and age. come down is actively trying to address the root of the problem of negativ e self-image. Dove has founded the Dove self-esteem Fund, which funds programs to raise self-esteem in girls and young women. In the US, its working through the Unilever seat to sponsor a partnership with Girl Scouts, called uniquely ME It also supports the BodyTalk education program for schools in the UK and Canada. (www.dove.com)The Dove Self-Esteem Fund has come along way since consumers saw that water alone was not sufficiency to clean oneself. American consumers of the new millennium are more demanding than ever and entertain minded. Dove consumers honorarium a higher hurt for Dove due to its after gross revenue value. The target market of Dove are the people who can afford to put a premium for added market values compared to cheaper alternatives such as Ivory.According to Soap, Cosmetics, Chemical Specialties, aging baby-boomers were looking for milder, less irritating products. Soaps using vegetable-based fats, with no beast fats or animal testing, were also in demand. O ther popular items included loofahs, oatmeal products, and chamomile leaves. In general, customers demanded performance and value in all their soap, shampoo, and detergent products, which were the driving factors behind the soap and detergents industry at the turn of the century. (Thompsons, 2006)All these added value makes Dove cost more than the average bath product. Value leadership attempt to offer the best product at the cheapest price. These products cannot compare on quality and in the sententious term, competes for the value of each dollar. Ivory products advertise themselves on the price pitch that does not happen to Dove products. Each Dove product commercial does not mention price. this kind of advertising strategy may increase Ivory income by selling more quantity but soaps such as Dove and Dial remain sure-fire as well by selling more expensive and keeping loyal customers at lesser volumes.The bar soap market, which had grown at an average rate of more or less 4.1 percent annually in the early 1980s, entered the 1990s with a growth rate of about 4.9 percent. dishful bars comprised the fastest growing segment of the bar soap market, with sales increasing at a rate of about 7 percent per year. Later in the decade, however, bar soap began to lose roughly ground to shower gels. In 1998, bar soap sales grew only 1.5 percent in value and slipped 4.5 percent in unit terms, while shower gel sales increased dramatically. However, even with their 18.1 sales gain in 1998, the shower gel market, with total sales of $450 million, remained slightly less than a triplet the size of the bar soap market, which totaled $1.4 billion in value in 1998. (Thompsons, 2006)Dove has been successful in its campaign to increase and sustain loyal consumers due to its steadfast supporting of its timeless thought in their original product. Compared to the rest of the competition, Dove remained the soap that held on to its added moisture selling point. From that, Dove h as evolved and widened its strategies in cornering a wider and global market. For one, its campaign-promoting self-esteem in women cuts above the rest.The campaign for real beauty ad that models larger than average smiling women in white underwear has sent advertisers of other soaps amok. The message of this ad is a statement against the usual advertisers that project the beautiful woman with impossibly physical proportions. This strategy of using controversy for advertising worked so much for Dove.The women in these photos appear to love who they are and the way their bodies look. swear out Ontiveros of the Chicago Sun-Times says, Its the joy on their faces that I really the likes of. Theres just so much happiness in their smiles that I feel as if these women are saying this is the real me and I like her. Boy, is that rare and just the message Id like females to get and embrace. Just because your loot cant fit into a size four doesnt mean youre not sexy. The joy and confidence of the Dove models allows them to look sexy without having to wear seductive facial expressions. (www.campaignforealbeuty.com)The challenge that lies on the Dove self-esteem campaigns is to make sure that they do not get caught playing two sides. A teener realizes that the big women ad was sporting big tight thighs. Dove was getting the most of this because their thigh-tightening product was being launched. A critic also realized that letting women with underwear pose on camera was legato diminishing respect for women even if they were all size large.The most significant challenge that advertisers faced was furnish by the growing global concern of consumers over environmental issues. Consumers demanded that products like Dove have to be manufactured and marketed using earth-friendly products and processes without sacrificing quality. Doves dishwashing liquid leads their earth-friendly products. Using the dishwashing liquid leaves the detainment moisturized, the plates squeaky clea n and the rivers unpollutedAnother important strategy for Dove products to stay in the lead is using technology to further their market reach. The website of Dove and its dealers are well-made and very user friendly. purchasing online is very convenient. Using the internet as part of the selling efforts, Dove can ensure the initiation of its loyal customers who pays more to buy Dove soap. The prices below gathered from the websites show comparisons in prices of different common leading bath soaps. Dove fits in the middle of the price war as it is appreciated by the market as the soap that has more value compared to the usual everyday common soaps such as Dial and Coast but not too expensive like the signature and specialty soaps like Cetaphil or Neutrogena.Price ComparisonsDove 3.08Dial 0.99Ivory 1.89Cetaphil 4.09Neutrogena 3.95Coast 1.20Table 1. User ratings among Dove competitorsProduct namePears SoapImperial Leather Original SoapPalmolive Original Soap chuck outDove Ex tra Sensitive Cream BarLux Milk & Honey Beauty SoapOilatum Soap BarCamay Classic- Toilet SoapOverall user ratingRecommended by 100%(13 Reviews)Recommended by 95%(19 Reviews)Recommended by 50%(6 Reviews)Recommended by 86%(28 Reviews)Recommended by 100%(1 Review)Recommended by 100%(2 Reviews)Recommended by 33%(3 Reviews)http//www.ciao.co.uk/product_comparison.php?Pid=1%2C10%2C10534%2C15372%2C5015455%2C5231365&IDs%5B%5D=70462&IDs%5B%5D=70445&IDs%5B%5D=70457&IDs%5B%5D=70440&IDs%5B%5D=70450&IDs%5B%5D=5628139&IDs%5B%5D=70438&Compare=Compare The table above shows user ratings from the ciao website. Recommendations between Dove competitors are tabulated. Though Dove Extra Sensitive Cream Bar had an 86% good word ratings, it had the most number of reviews totaling 28 as compared to Imperial leather Original Soap that seconded the list with 18 reviews, a furthermost ten reviews short of Dove. This short sampling will show that there are more Dove users who connect to the internet as compare d to the other products. Dove moves forward in its destruction to build a strategic global master brand. Backed by Unilevers expertise in product branding, Dove with its good quality material for hygiene and beauty preservation will keep back end to focus on making their brand lead by promoting the value of their brand as against the price of the soap. Dove was an instant hit, generating $55 million in sales its first six months, per Information Resources Inc. This year, sales climbed to $79 million for the 52 weeks ended April 22. Doves current market share stands at 4.7%, equal that of Procter and Gambles honest-to-god Spice. P&Gs Secret brands still together with dominate the $1.6 billion category, but have been losing share to Dove. Total Secret sales were $229 million as of April 22, down 8% from $248 million for the year ended Sept. 10, 2000, per IRI. (Ward, 2003) I have personally using Dove for the past ten years and have been more than twice tempted to try other brands . Though I did try out one or two other brands during such time, I always went back to using Dove because of its simplicity, truthfulness and mission to add social value to a common free-and-easy commodity. In a world where brand names are easily communicated with visuals only technology knows how far will go, Dove will remain as a trustworthy partner in my personal health care.ReferencesU.S. Department of Commerce. U.S. Industry and Trade Out-look 99. Washington, D.C. GPO, 1999.U.S. Department of Commerce. U.S. Census Bureau. 1997 Economic Census. Washington, D.C. GPO, 1999.Van Arnum, Patricia. Consumer Product majors Soak in a Renewed Outlook. Chemical Market Reporter, FR3-5.Ward, John. 2003. Does Market Share Really curb to Apple? http//www.vectronicsappleworld.com/2003/opinion/0306.htmlwww.ciao.comwww.dove.comwww.answers.comDoves extension into deodorant is a prime example of Unilevers long-term strategy to build a set of global master brands with new products and heavy marke ting support. The launch was backed by more than $30 million in media spending, a level usually reserved for new brands. Dove marketers also wanted to develop a product specifically for women. time a number of existing brands are gender neutral (Ban, Sure) or targeted to men (Brut, Right Guard, Old Spice), not since P&G introduced decades-old Secret has a manufacturer captured the collective attention of the female audience. prefer language style English(U.S.) Dove Soap (brand I want enquiryed on)Think about a product you love, that you use all the time. In this first part of the assignment, your goal is to uncover as much research about the brand and it competitors as doable. Youll want to know the history of the brand, the characteristics of the people who buy/use the brand, and everything else possible about it. But dont forget to look into the competition. What are they doing right? What are they doing impairment? 5 pages 4 sourcesHistoryCharacteristics of its marketCompetit ion statusWhat they are doing right?What they are doing vituperate?