Dove, the Brand to Beat Essay Example for Free

fall, the Brand to Beat Essay go down is a provoker under the many intersections of Unilever. It was in the 1890s when William Hesketh Lever, founder of Lever Bros popularized cleanliness and hygiene with his approach of the Sunlight slime in Victorian England. The Sunlight sludge led the advocacy to make cleanliness normal to lessen work for wowork force to foster health and contribute to personal attractor, that life ay be more than enjoyable and re fightding for the people who use our proceedss. (www.dove.com)For three centuries, Unilever has proven its conquest over economic booms, depressions, world wars and the ever-changing lifestyle of its consumers as the world advanced through with(predicate) technology. plunk is the leading skin c ar reaping since 1957. It is clinically proven and has been noned to be good for dry sensitive skin which half the women in the world has. And since the 1980s, peacenik has launched more supporting products to the soap bar su ch as moisturizing organic structure wash, deodorants, body lotions, facial cleansers, shampoos and conditioners. All of these products are aimed to solve skin needs comprehensively bringing out the true up inner witness of women. dove is boasts of its number one in the race of cleansing brands with double-digit growth data. gross sales in over 80 countries are over 2.5 billion a year. They estimate that over 1 billion immortalizeers are done using plunk products each year in the US alone. The success is due to the brands keeping of its clinically proven promises and understanding of its real trade. Studies test that only 12 % of women are very satisfied with their physical attractiveness. 2% of women articulate themselves as beautiful. 68% knows that media almost al counsels sets wild standards of beauty and the 75% hopes that media would better itself in portraying diversity in womens physical attractiveness that includes size, shape and age. genus Columba is actively tr ying to lendress the root of the problem of negative 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 Foundation 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 enough to clean oneself. American consumers of the spic-and-span millennium are more demanding than ever and value minded. Dove consumers pay a higher price for Dove due to its after sales value. The tar thread market of Dove are the people who can afford to put a premium for added market value compared to cheaper alternatives such as Ivory.According to Soap, Cosmetics, chemic Specialties, aging baby-boomers were looking for milder, less irritating products. Soaps using vegetable-based fats, with no animal fa ts or animal testing, were also in demand. Other 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 effort at the turn of the century. (Thompsons, 2006)All these added value makes Dove cost more than the average bath product. cherish leaders attempt to offer the best product at the cheapest price. These products cannot compare on quality and in the short term, competes for the value of each dollar. Ivory products advertise themselves on the price pitch that does not cash in ones chips to Dove products. Each Dove product commercial does not mention price. this kind of advertising dodge may increase Ivory income by selling more quantity but soaps such as Dove and Dial remain successful as well by selling more expensive and keeping loyal customers at lesser volumes.The bar soap market, which had g rown at an average post of some 4.1 percent annually in the early 1980s, entered the 1990s with a growth rate of about 4.9 percent. Beauty 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 some 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, so far with their 18.1 sales gain in 1998, the shower gel market, with total sales of $450 million, remained slightly less than a third 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 ever-living belief in their original product. Compared to the rest of the competition, Dove remained the soap that held on to its added moistur e selling point. From that, Dove has 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 subject 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. Sue Ontiveros of the Chicago Sun-Times says, Its the joy on their faces that I really a equivalent(p). Theres just so much gratification in their smiles that I feel as if these women are saying this is the real me and I like her. Boy, is that old and just the message Id like females to get and embrace. Just because your booty cant fit into a size four doesnt mean you re not sexy. The joy and confidence of the Dove models allows them to look sexy without having to wear insidious 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 devil sides. A teener realizes that the big women ad was sporting big tight thighs. Dove was get the most of this because their thigh-tightening product was being launched. A critic also realized that letting women with underwear come on camera was still diminishing respect for women even if they were all size large.The most significant challenge that advertisers faced was fueled 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. development the dishwashing liquid leaves the hands moisturized, the plates squeaky clean 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 superior and very exploiter friendly. Buying online is very convenient. Using the internet as part of the marketing efforts, Dove can ensure the existence 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 free-and-easy 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 1.20 skirt 1. User ranges between Dove competitorsProduct namePears SoapImperial Leather Original SoapPalmolive Original Soap debarDove Extra Sensitive Cream BarLux draw Honey Beauty SoapOilatum Soap BarCamay Classic- Toilet SoapOverall user ratingRecomm stop by ascorbic acid%(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%2C5231365IDs%5B%5D=70462IDs%5B%5D=70445IDs%5B%5D=70457IDs%5B%5D=70440IDs%5B%5D=70450IDs%5B%5D=5628139IDs%5B%5D=70438Compare=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% recommendation 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 far ten reviews short of Dove. This short sampling will show that there are more Dove users who connect to the internet as compared to the other products. Dove moves in front in its goal to build a strategic global master brand. Backed by Unilevers expertise in product branding, Dove with its good quality material for hygiene and beauty conservation will continue 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 sextet months, per Information Resources Inc. This year, sales climbed to $79 million for the 52 weeks ended April 22. Doves current market cope stands at 4.7%, equal that of Procter and Gambles Old Spice. PGs Secret brands still collectively 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 daily commodity. In a world where brand name calling 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. section 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 Apply 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 marketing 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. While a number of existing brands are gender neutral (Ban, Sure) or targeted to men (Brut, Right Guard, Old Spice), not since PG 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 looked 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 viable. 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 ravish? 5 pages 4 sourcesHistoryCharacteristics of its marketComp etition statusWhat they are doing right?What they are doing do by?