PESTEL ANALYSIS When sorting components, two dimensions are included: Internal influences and External influences.

Internal influences are determined and controlled by Dove, like image, market position, company culture and strength. External influences are factors that cannot be controlled but are still very important in evaluating the communications plan. For external influences, we used a PEST analysis, which includes Political, Economic, Social, and Technological Factors that affect Dove. Essentially, this breaks down the overall environment in which Dove exists.

Political/Legal Political and legal factors have huge impact on the business for develop new strategies. These factors can affect, how company operates, its costs, and the demand for its products. It includes:         Political stability TAX Regulation Trade Regulation Employment Laws Environment Laws Health and safety laws Employment laws Consumer laws

Both Unilever and Dove are subject to comply with the guidelines and regulations that are set forth by the government agencies, especially the US Food and Drug Administration and the Federal Trade Commission. These regulations span from the ingredients in the products themselves to the manufacturing of the product packaging and distribution methods. With the United States government turning its focus towards bringing manufacturing back within domestic borders of country, this could create a huge shift in where products for large corporations are being made. With Unilever’s global manufacturing and distribution plants, these new goals set by the Administration could ultimately affect where and how Unilever and Dove’s products are distributed. There is also a strong push for large global corporations to reform their manufacturing processes to include more eco-friendly processes in order to decrease the overall affect these companies are making on the environment. Unilever is currently modifying their manufacturing processes by reducing the CO2 emissions, decreasing water consumption levels, and creating a new plan for waste management (Unilever Eco-Friendly). While these trends may

Advertisers have been criticized for attempting to create a standard of what women should look like and what they believe consumers will find appealing. In today’s society. With the new push of becoming eco and animal friendly. Until a new method of product testing is chosen however. . In recent news. this new European ban could affect potential sales in these European nations. Because of these distorted images. social phobia and anxiety disorders. the European Union has decided to ban the use of cosmetic animal testing as well as the import of any cosmetic product that has been tested on animals (EU). As part of their Plan for Sustainable Living. Both women and men spend a significant amount of time and money focusing on their physical appearance and how they present themselves to others around them. bulimia. Although women are usually the focus of body image issues. body dysmorphic disorder. including Dove. Social & Cultural Environment Social factors include the cultural aspects and its influences vary region to region. many women suffer from self-image disorders including but not limited to anorexia. these problems are also faced by men. women of all ages (but especially young adults and pre-teens) admit to having a distorted image of what “real beauty” is by comparing themselves to models found in various media outlets (Lain).not directly affect the campaign plan directly. there have been many attempts to create products and services that are made with the wellbeing of not only the consumer but the environment in mind. With the recent efforts of Cruelty Free International and The Body Shop. there have been recent trends that have urged consumers to think about the affect they have on the environment around them. both Dove and its competitors should remain aware of the potential impacts that these issues could have on their brands. In Western society. This includes:     Life style Age Religion Education Dove has recently addressed certain social issues that are especially prominent among women including the issues of beauty and body image. many companies are finding alternative ways to test the effects of their products before consumer use. still participate in animal testing procedures. While many brands. Unilever has addressed the issue of animal testing and is currently considering non-animal testing approaches (Developing Alternatives). One issue that has surfaced affecting the body and beauty care industry is the issue of product testing on animals. there are certain social pressures that put stress on people to uphold a certain physical appearance.

. This includes:    R&D Activity Informational Technology New machines Technology plays a vital role in company history. In 2008 Unilever appointed first chief research and development officer. we aim to consider the emotional and social needs of our consumers in our campaign efforts. And company also have five laboratories around the world that explore new thinking and techniques to help develop our products. Although these issues are primarily focused towards women. Unilever has strived to incorporate a more gender based and culturally diverse workforce around their global offices.” they are striving to offer women positions that they can feel they have the opportunity to reach their full potential in the workplace (Unilever Wins). Technological Technology is necessary for the success for competitive advantage and is provide power to globalisation. Medical specialists believe that these false images have a negative effect on the perceptions of young girls and how they come to understand their own body image. 6000 plus R&D professional came together in one unified organisation. Through Unilever’s “Global Reach with Local Roots: Creating a Gender-Balanced Workforce in Different Cultural Contexts. Company spent 927 million Euros on R&D worldwide. Dove has recently addressed this issue and has encouraged their consumers to engage in a global conversation regarding these topics. Unilever is global leader in research and development. Business continue to boom in 1950's with new technology being invented to boast production and improve quality. We feel that these are important issues that should be reflected in the use of our creative strategies. ultimately resembling the men who are glorified through advertising (Ricciardelli).There has also been recent discussion from various medical specialists and lawmakers on the use of Photoshop and digital enhancement in the creation of advertisements and how these “unrealistic” images are affecting the consumers who follow these brands (Davis). believing that powerful vitality based innovations are crucial to delivering sustainable growth. By exploring potential social factors that could influence the success of our campaign. women are striving to have a similar body image in order to comply with the standards of beauty set forth by these ads. Right in the 1930's Unilever continue to diversify. With their recent efforts to maintain a balance of gender in the workforce. By featuring ads that glorify the idealistic woman with slim and slender body type. Unilever has also recently embraced the issue of gender issues in the workforce. men also have admitted to feeling the social pressures to look like the ideal male model portrayed through the media. Males have admitted to wanting to look “stronger and more masculine” and do not want to risk looking too sensitive.

   39% reduction in CO2 from energy 1995-2008. Companies are not doing new investments but doing redundancies that is why consumer markets are shrinking and peoples are losing their purchasing power. Unilever market is becoming highly competitive especially in Europe. ECONOMIC ENVIROMENT Economic factor has major impact on how business operate and make decisions in the future. This includes:     Economic Downturn Interest rates Exchange rate Inflation rate USA is first largest economy in the world and third largest economy in Europe. This data will inform future development and innovation across our categories.Environmental Growing awareness about climate change is affecting companies very hardly and it can be create new markets or destroy existing markets. . During the recession time USA is in its worse time. 63% reduction in water 1995-2008. It has very bad impact on Unilever profitability. People like to buy the products which will not be harmful for environment. Sustainability is a business issue. And also there are so many discounters in the European market resulting from EU free trade policy. sustainable sourcing and green house gas emission. And Unilever are working towards it. Unilever depends on the natural environment for supplies of raw materials and water. P&G is major competitor in the Europe. It includes:    Climate change Diseases Weather Now a day's climate change is big issue for companies. In 2008 we piloted a way to measure our product categories against four indicators covering water waste. 68 % reduction in total wastage 1995-2008.

. the economy has been one of the primary market factors that influences consumers buying habits. The results have shown to be both positive and negative for Dove. the financial crisis of 2008 and its repercussions has greatly affected the average consumer’s purchasing decisions. consumers are spending less on body products and making their existing products last longer. This increase in sales shows that consumers are opting to buy cheaper.1% growth in estimated 2011 after declining 1. Body wash is the leading segment in the market. due to the convenient nature of the products and the extra benefits. such as scent and moisturization that body washes provide .7% over 2010 sales of $380 million.2% . Non-deodorant soap fall behind body wash in in the market in 2011 with sales at $1. Deodorant bar soap sold only $347 million. growing the private label by 12. up 2% from 2010.3 million in 2011.Recently.S. Within the past few years. sales are still expected to grow between now and 2016 as the economy continues to rebound. Since unemployment is still at a high (8. The slow economic rebound has made the growth the body wash market to grow slower than expected. and shower products experienced only 2. with $1.” The U. a decline of 8. Currently. bath.9 billion in sales in estimated 2011. market for soap. Body wash currently leads the market in the category of “shower products. and moisturization in one convenient bottle.2 billion. more affordable private labels and store brand products because they feel that their quality is equal to national brands. According to Mintel liquid body wash is increasingly challenging the use of bar soap. according to the database. Body washes have steadily usurped bar soaps in recent years. Even with the slow economic recovery. cleansing. especially because it provides the multiple benefits of fragrance.5% in 2010. private labels and store brand body washes have made an impact on the market and may affect the sales of other brands in the market.3%). Private label body wash sales were 54. The product category of lotions and other body care products overall have decreased.

W. Each piece of data .SWOT ANALYSIS The S. They kept giving their campaign a new and a better look and ensured that they kept the hearts and minds of women tied to Dove and hence created a wide range of loyal customers. please refer to the S.W. Several campaigns have been used by Dove to market itself which will later be disused is heir marketing communication strategies. The S. Weaknesses. the Niche of Dove has an estimated value of $0.O. This S. chart provided below is divided into four separate (but equally important) sections.T.O.known as a component . each component is only allowed to be placed in one category. Analysis begins with collecting data.9 billion and the market size of Dove is $2. To see the final chart version of the evaluation. Dove has made use of Niche Marketing strategy to win over the masses. based on the mutually exclusive approach/guideline. and sorting each piece of data into Strengths. evaluating it.T. chart provided.W.T. It is a guide for strategic planning. Additionally. The soap itself revealed how much possible it really was to have a new look and the addition of personal touch made the brand stronger in its appeal. In order to prioritize the data.T. product development. competitor evaluation. Analysis is a data organization and reduction tool used to organize and evaluate the marketing strategy for Dove.5 billion.O. The target market of Dove has already been discussed and explained in detail that they target women and want to beautify them. Another positivity of the brand was their free publicity and excellent drive for advertisements. Strengths: The basic strength of the promotional strategies of Dove and the brand is the unconventional strategies of advertising used by them to let the women know how well the Brand cares for them.O.W. .is categorized into the appropriate category. According to the market. we used a mutually exclusive and exhaustive categorization method. and the design of our advertising communications campaign. Opportunities and Threats.

however. . They have come up with products for men and have made them realize that beauty is not restricted to women only. Nivea. The brand can also be copied by its competitors. The brands are getting stronger as they grow and their market is also expanding. so it might give it a slight aspect of a brand that does discrimination. it serves the diverse purposes and reduces the costs too. the criticism was over ridded by the personal feel and touch felt by the women. Opportunity: Recently. They run single ad globally.Weaknesses: The only weakness of the brand is the target market. just the way P&G did with Olay. It is a bit contradictory in nature because the target market of Dove is upper middle class women and it gives an idea of not letting the ordinary women enjoy the touch of beauty. Threats: Being a very huge brand. The ads do not take models in them. Dove faces tough competition from Olay. and Neutrogena. Continuous improvement is what Dove has been working on and should carry on with it as well. Another objection that has been seen by the critics was the use of women as objects n their campaign. Their marketing technique is not as good as that of Dove but they d pose as a threat to the market share of Dove. Another aspect is of being known as the brand for fat girls. Another opportunity is of unified advertising technique used by Dove. Dove has availed the long pending opportunity of tapping into the market developing beauty products for men. but they take women of all shapes and sizes.

Women who are well aware about beauty and care for their skin. Highly focuses on working women as they don’t have much time to take care of themselves.STP ANALYSIS Dove segments the market on the basis of: Demographic Segmentation     Under this segmentation. It is also called a beauty bar. body shapes and sizes. ‘You are beautiful the way you are’ is the message Dove promotes and wants every woman to believe. It uses its high moisturizer content to differentiate itself from competitors. Women who have high purchasing power and belong to upper middle class Psychographic segmentation:   Dove aims to create a psychology in women where ‘beauty’ incorporates all ages. Positioning :    Dove soap is positioned as a personal care beauty product. . shapes and sizes. Dove does not call itself a soap but a mild moisturizing bar that is one fourth moisturizer. Women who use beauty products. Dove focuses on Women of all age groups above 18. so it uses its USP of double benefits (soap and moisturizer) to attract target. Also targets high income groups and upper middle class as they would be willing to pay a price of 28INR for soap. Dove targets the market on the basis of:    Targets women of all ages.

. Dove has launched several campaigns such as: Dove Campaign for Real Beauty This is where Dove launched a global conversation to discuss what truly defined the term beauty and how in the current scenario the concept of beauty has many limitations and is tagged difficult to attain. Dove has positioned itself in a way that encourages women all around the world to feel good about themselves. To promote this message. Dove positions itself to help you be beautiful as you have always been. Dove does not position itself to help you ‘become’ beautiful.

Sign up to vote on this title
UsefulNot useful