BUS 620 ASSIGNMENT

DOVE’s Marketing Management Analysis on The Basis of SBU,

Segment & Target Market, Market Positioning and The
Marketing Mix.

Submitted to: Dr. Husain Salilul Akareem

Assistant Professor
North South University

Submitted by
Group members Name ID
S. M. Tanvir Kabir 1915267060
Shahriar Kabir 1835149660
Afia Akter Sheto 1915452660
Sadman Shikhar 1915424660

Section-05

Date of Submission: 19-Aug-19

Table of Contents
1 Introduction............................................................................................................1

2 Strategic Business Unit of Dove............................................................................1

2.1 Condition of strategic business unit................................................................1

2.2 Dove’s own separate distinctive manager.......................................................1

2.3 Dove’s own budget and marketing strategies..................................................2

2.4 Dove’s own set of competitor..........................................................................2

2.5 Dove’s own separate marketing planning.......................................................3

3 Market segment of Dove in Bangladesh................................................................3

3.1 Product line of Dove........................................................................................3

3.2 Dove’s product line market segment...............................................................4

4 Target customer of Dove........................................................................................5

4.1 Dove Consumer of dove based on the segment...............................................5

5 Dove’s Brand Positioning......................................................................................7

5.1 Current position and value proposition of Dove.............................................7

5.2 Picking structure of reference..........................................................................7

5.2.1 Dove focus on their product attributes.....................................................8

5.2.2 Dove create positioning by focusing on their product benefit.................8

5.2.3 Dove’s positioning by product value and belief......................................9

5.2.4 Identify the competitors for Dove............................................................9

5.2.5 Analyzing the competitor of Dove.........................................................10

5.2.6 Dove’s Point-of-difference and Point-of-parity on the basis of

competitor analysis...............................................................................................10

5.3 Brand mantra of Dove...................................................................................11

6 Dove’s Product Strategies....................................................................................13

6.1 Dove product line..........................................................................................13

6.2 Product differentiation...................................................................................13

 6.3 Dove product branding..................................................................................13

6.4 Dove product packaging................................................................................13

7 Dove’s Pricing Strategies.....................................................................................14

7.1 Dove’s product line pricing...........................................................................14

7.2 Pricing strategy of Dove................................................................................14

7.3 Dove’s price discount and allowance to the consumer, wholesaler and
retailer......................................................................................................................15

8 Dove’s Integrated Marketing Channels...............................................................16

9 Dove’s Integrated Communication Channels......................................................16

9.1 Dove marketing communication mix............................................................16

9.1.1 Advertisement of Dove..........................................................................17

9.1.2 Sales promotion......................................................................................17

9.1.3 Event and experience, Public relations and publicity, Online and Social
media marketing of Dove.....................................................................................17

10 Conclusion............................................................................................................18

11 Bibliography.........................................................................................................18

Table of Figure
Figure 1 Dove’s Brand Mantra over the year, Source- (Etcoff, Orbach , Scott , & Agostino, 2004)..................11
Figure 2 Supply Channel of Dove........................................................................................................................16

Table 1 Dove market segmentation in Bangladesh, source- (Silvee, 2016)..........................................................5

Table 2 Identify the competitors for Dove.............................................................................................................9
Table 3 Dove Product Line in Bangladesh; Source- https://www.dove.com/bd................................................13
Table 4 Dove’s products price and quantity; Source- https://www.dove.com/bd.............................................14

Picture 1 Dove’s competitor...................................................................................................................................3

Picture 2 Dove Logo................................................................................................................................................8
Picture 3 Dove Beauty Bar competitor..................................................................................................................9
Picture 4 #ChooseBeautiful campaign of.............................................................................................................12
Picture 5 Unilever Bangladesh provide 3% discount on Dove White Beauty bar if consumer by from
“chaldal” an online shop.......................................................................................................................................15
Picture 6 Dove’s Product bundle pricing.............................................................................................................16
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1 Introduction

Dove one of the leading brand name of current world. It is one of master Brand of
Unilever. Currently Unilever Bangladesh offer eight Dove brand products in the
Bangladesh market. The main purpose of this assignment is to find out the strategic
business unit of Dove, segment and target market of Dove, market positioning of
Dove, and the 4p (marketing mix) of Dove to see how a famous brand like Dove
operate their business in Bangladesh and made profit and how Dove maintain in their
market leader position in the current challenging market.

2 Strategic Business Unit of Dove

2.1 Condition of strategic business unit

To be a strategic business unite1 a brand must need to fulfil four characteristic, which
are given below,

1. A strategic business unit should have its own set of competitor.

2. It should have own budget and own market strategies.
3. It should have at least one separate distinctive manager.
4. It should have own separate marketing planning.

Now Dove is not fulfill all the criterial of strategic business unit (SBU) but also it is
one of the most successful SBU of Unilever. Now here how Dove is successful
strategic business unit Unilever Bangladesh is given below,

2.2 Dove’s own separate distinctive manager

Dove has its own brand manager. Miss Adiba Tasmeem is the brand manager of
Dove. Dove has three categories of product line and those are,

 Hair care
 Washing and Bathing
 Skin care

1
Strategic Business Unit is basically a fully independent and mange division of a large multinational
company. Basically it has its own separate strategic business plan.
 2

Each categories have its own brand manager and assistant manager who are work
directly under the leading of Adiba Tasmeem and she report directly to Mr. Tanzeen
Alam; the Marketing Director, Home Care, Foods & Refreshment at Unilever.

2.3 Dove’s own budget and marketing strategies

Unilever Bangladesh spent a huge amount of budget for Dove. Every year they spent
huge amount of money behind Dove because Dove is one of the master brand of their
product line. The main reason is Dove is high class brand and its main focus customer
group are basically middle class, upper middle class and upper class. So Unilever
Bangladesh spend a significant amount of money behind Dove’s marketing camping
and marketing strategies.

Dove has a very creative and deliberate marketing strategy for its product line. For
every product under the brand name of Dove has specific marketing strategy and huge
budget to maintain its market leader position. In this report, it was briefly discuss in
the Promotional Strategy of Dove.

2.4 Dove’s own set of competitor

Dove has its own set of competitor in Bangladesh. Although Dove is the market
leader in his product line criteria territory, but currently they are facing some
challenges from some new intruder like Tresemme. Here Tresemme also another
master brand of Unilever Bangladesh but it also fulfill the same criteria to consumer
which previously fulfill by Dove. Beside that Nivea, L’Oreal play a significant role
as a competitor to Dove. Recently famous British brand The Body Shop which open
its show room at Jamuna Future Park also act as big competitor for all the products
under the brand name of Dove.
 3

Picture 1 Dove’s competitor

2.5 Dove’s own separate marketing planning

Unilever Bangladesh has a specific and very creative marketing planning for every
product which come under the Dove brand name. Unilever Bangladesh run their
marketing campaign all over the year for Dove. Because the brand value of Dove is
very high and Unilever Bangladesh is very much conscious about Dove’s promotional
strategy. They use independent stablished women and very unique models to branding
Dove. They always focus that Dove’s brand products are premium and unique. It was
briefly discussed in the part of Current position and value proposition of Dove and
Promotional strategy of Dove.

3 Market segment of Dove in Bangladesh

3.1 Product line of Dove

Dove offer three type of product line solution in Bangladesh and those are given
below,

1. Hair care: For hair care Dove offer Dove Shampoo and Dove Conditioner.
There are 6 types of Shampoo out there in Bangladesh market offer by Dove
base on three type of Hair (Dry hair treatment, Damage hair treatment, Frizzy
hair product). Dove has two types of conditioner and those are Dove Intense
Repair Conditioner, and Dove Hair fall rescue conditioner.
 4

2. Washing and Bathing: For washing and bathing Dove offer Dove Beauty
Bar. Dove offer two type of soap in Bangladesh, Dove Beauty cream white bar
and Dove pink bar.
3. Skin care: For skin care Dove offer Dove Beauty Moisture Facewash.

Now for every product line Dove have specific and very strategic market
segmentation to capture maximum level of market share to maximize its profit.

3.2 Dove’s product line market segment

Dove’s product market segmentation is given below,

Major segment Hair Care product Washing and bathing Skin care
variables (Shampoo & (Dove Bar)
Conditioner)
Geographic region Eight division in Only in 8 division Only in capital,
Bangladesh and also Dhaka.
available in all the
district in Bangladesh.
But not in the rural
area and Upzilla area
in Bangladesh.2
Density Basically highly Major Cities Only in Dhaka
density areas are fall
in the Dove’s Hair
Care product segment.
Not the rural area.
Gender Female Female Female
Education High school graduate, High school graduate, Graduate and post
college graduate, college graduate, graduate.
graduate and post graduate and post
graduate. graduate.
Age 18-64+ 18-64+ 23-64+
Income $20000-$100000+ Per $20000-$100000+ Per $20000-$100000+
month. month. Per month.
Religion All religion in All religion in All religion in
Bangladesh. Bangladesh. Bangladesh.
Social Class Middle class, upper Middle class, upper Middle class, upper
middle class, lower middle class, lower middle class, lower
uppers, upper uppers. uppers, upper uppers. uppers, upper
uppers.
Psychographic lifestyle Social oriented, Lifestyle oriented. Lifestyle oriented.
culture oriented, and
lifestyle oriented.
Behavioral occasion Regular occasion Regular occasion Regular occasion
Benefits High quality product High quality product High quality
seekers, enthusiast. seekers, enthusiast. product seekers,
enthusiast.
User status Potential user, regular Potential user, regular Potential user,
user, and first time user, and first time users. regular user, and

2
Dove recently launch a Mini pack Shampoo named Dove hair fall solution to see that does there any
profitable market share in the lower income people or not. They think if this campaign became
successful they will launch this product in the village and rural area.
 5

users. first time users.

User rate Light medium and Light medium and heavy Light medium and
heavy heavy
Loyalty status Hardcore loyal and Hardcore loyal and split Hardcore loyal and
split loyal loyal split loyal
Readiness status Enthusiastic and Enthusiastic and positive Enthusiastic and
positive positive
Table 1 Dove market segmentation in Bangladesh, source- [ CITATION Urm16 \l 1033 ]

To evaluating and selecting market segment Dove use the multiple segment
specialization. To catch multiple segment of the market Dove create product size and
price variant.

4 Target customer of Dove

4.1 Dove Consumer of dove based on the segment

Based on the segment Dove’s target consumer is basically all age’s women who have
good purchase ability. Although recently Dove launch mini pack to identify the
demand of the lower income people.

Dove as a company tries to target women as a general, however they use different
advertisements to target separate age groups. One aspect that the company really uses
well to target the grown woman is the Dove Self-Esteem Program (DSEP). Majority
of Doves target market consists of audiences ranges from young adults to middle aged
women this particularly targets women aged about 30-35.

Not only that Dove also targeted the young girls through their mother, although this
young girls are still not the consumer of Dove. But Dove wants to create a brand
image of them in this young mind. Because Dove wants that when this young girls are
able to purchase, Dove’s brand image hit their mind and they purchase the product of
Dove. For that Dove recently arrange campaign in the girl’s school. In this campaign
they encourage the girls to be confident with their attitude. They provide the girls
Dove’s product free and inspire them that by saying that everyone is beautiful, you
just need to be confident and believe in yourself. This thing has a great impact. When
this girls become older with this motivation they will always prefer Dove because
Dove inspire them.

For an example the segmentation criteria of Dove Soap is given below

SEGMENTATION CRITERIA (DOVE SOAP)

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Measurable As a premium brand, with a higher price it

targeted a market of higher purchasing power
customers and serving that market segment
successfully.

Substantial As Dove target market especially for women

ageing between 30-35 and also teenagers at a
same time, they have a large target market to
satisfy and also a profitable target market to offer
their products.

Access able With unique advertisements like Bath with Milk,

Moisturizing Soap, they are reaching towards
their target market very effectively.

Differentiable Dove offer their beauty bar declaring that it

contains ¼ moisturizing cream, it goes beyond
cleansing, nourishing as it washes away the day.
And that claiming separates their soaps from
other soap brands currently available in the
market.
Actionable On the basis of segment Dove use effective and
successful marketing campaign like 2008 Real
Beauty campaign

5 Dove’s Brand Positioning

5.1 Current position and value proposition of Dove

Unilever Bangladesh announced that Dove is one of the master brand of their brand
category [ CITATION Urm16 \l 1033 ]. As Dove is the market leader Unilever
Bangladesh is very conscious about its positioning crafting. Dove create very
distinctive and meaning full campaign to maintain its first position in the market.
Dove always keep one foot in the present and one foot in future to ensure that they
could always fulfill the consumer demand and desire.

Every year Dove’s marketing division arrange the brand substitution test3 to find
out the current positon of the Dove brand and organization. They also measure the

3
Brand substitution test is basically a test which done by the brand promotion and marketing
department to find out the current position of the brand in the market. It also measure the effectiveness
of the brand.
 7

effectiveness of the Dove brand image. Its help Dove to identify the scenario of the
market. Dove create a strong positon and value proposition by

 Picking a structure of reference by identifying the genuine target market and

applicable competitors.
 Identify Dove’s own POP (point of parity) and POD (point of difference)
brand association on the basis of the frame work.
 On the basis of above two points Dove create brand mantra.

5.2 Picking structure of reference

Dove’s create its target market based on focusing on female. According to research
that 80 percent purchase decision are made by the women, so Dove decide to create a
brand image which will prove very high quality product to the women[ CITATION
Etc04 \l 1033 ]. Dove try to focus on all the age group women. Currently they decide
to more focus on girls and create a strong brand image in their mind, so that in future
when they will go to purchase their own brand they will always prefer Dove.
Currently their ongoing #Choose Beautiful marketing campaign is totally young
women oriented. Dove try to build self-confidence among the young women through
this campaign by telling the young women that your confidence and attitude is your
true beauty.

Dove create its positioning among the consumer based on three thing and those are
given below,

 Dove focus on their product attributes

 Dove create positioning by focusing on their product benefit
 Dove create Positioning by focusing on their product benefits and values.

5.2.1 Dove focus on their product attributes

Dove always focus on their product attributes. They made a strong positioning
through their unique product attributes. Dove always claim that their product is
moisturizing, soft milk cream based, with soft lather, less fragrance, and there is no
side effect. And the total product is made focusing on femininity and gentleness.
Name of the product, tagline, logo and everything is focusing feminine and simplicity
and so Dove can easily capture the concentration of women.
 8

Dove’s logo is a perfect exhibition of three thing which are,

 Smoothness
 Gentleness
 Sophistication

The Dove image in the logo represent softness and purity of a dove in products.

Picture 2 Dove Logo

5.2.2 Dove create positioning by focusing on their product benefit

When someone think about Dove the first thing that hit his mind is the softness of the
product. Dove claims that their all products contain one fourth of moisturizer
[ CITATION Etc04 \l 1033 ]. Dove always promote their product as a way that every
time their promotion keeps the softness of the product in front of you. They also
transmit a message with the help of their logo and which is "go fresh". So women can
enjoy maintaining of their skin by Dove products.

5.2.3 Dove’s positioning by product value and belief

The main product value and belief of Dove product is

 Gentle
 Clean
 Moisturizing

5.2.4 Identify the competitors for Dove

The main competitors of Dove product is given below

Dove’s Product Competitor’s product

Dove Beauty Bar ( Dove white and Nivea Milk Bar, Camay Beauty Bar,
Dove Pink Bar) The Body Shop’s Almond Milk and
Honey Bar
 9

Dove Shampoo and Conditioner Pantene Shampoo and hair Conditioner,

Tresemme Shampoo and Hair
Conditioner, The Body Shop Shampoo
and Hair conditioner.
Dove Beauty Face wash The Body Shop facewash, Nivea
facewash for women
Table 2 Identify the competitors for Dove

Picture 3 Dove Beauty Bar competitor

5.2.5 Analyzing the competitor of Dove

 Dove Beauty Bar has currently three competitor in the market. As Dove has
two variant of shop in Bangladesh which they called Dove White Bar and
Dove Pink Bar. Both of them has currently has three competitors. And
previous we already discuss it. Now from close observation it has easily seen
that the other competitors also provide the same class product that Dove
providing even some of them have more variant then Dove possess. Here
Dove’s biggest advantage is the supply chain of Unilever Bangladesh.
Because still now the competitors product are not as much available as Dove
is outside the capital Dhaka.
 Dove Shampoo and Conditioner’s main competitor is Pantene Shampoo and
conditioner. Pantene provide Shampoo and conditioner which are basically
targeted to all age women focusing on hair care and increase hair beauty.
Pantene always try to say that their product is good for skull and hair, it reduce
the roughness of hair and hair fall. On the other hand Dove focus on their
shampoo attributes like natural oil care. Here Dove always try to focus that
their product is more natural and organic rather than rest of other. Although
 10

The Body Shop also provide the same thing with more variant than Dove
Shampoo and Condition has.
 Again Nivea facewash and The Body Shop facewash provide the same
attributes that Dove provide to their consumer. But Nivea, The Body Shop and
Dove none of their face wash are as mush available outside Dhaka. Outside
Dhaka consumer prefer more Imami facewash, Himalaya facewash and some
Indian products. Even in Dhaka those people who are too much conscious
about their facewash use Nivea, The Body Shop and Dove. Here Nivea and
The Body Shop has more variant of facewash then Dove. Dove provide only
one type of facewash in Bangladesh.

5.2.6 Dove’s Point-of-difference and Point-of-parity on the basis of competitor

analysis
The point-of-difference of Dove’s product is its organic more natural product
attributes. Although many competitor are now providing the same type of product but
still no one can compete with Dove’s product softness, gentleness, sophistication.
Consumer still give priority to Dove when the term product softness come. Even its
scientifically prove that Dove products are ¼ moisturizing [ CITATION Etc04 \l 1033
]. Which is still unbeatable in the market.

The point-of-parity of Dove’s product is given bellow,

Dove White and Pink bar is made from
milk, cream and natural oil with mild
fragrance and come with paper box
packet
Dove Shampoo and Conditioner is come
with dry hair treatment and instant hair
treatment solution in plastic bottle
Nivea Milk Bar, Camay Beauty Bar,
The Body Shop’s Almond Milk and
Honey Bar also cream and natural oil
with mild and strong fragrance.
Pantene Shampoo and hair Conditioner,
Tresemme Shampoo and Hair
Conditioner, The Body Shop Shampoo
and Hair conditioner. Also come with
dry hair treatment and instant hair
treatment solution in plastic bottle with
more variant then Dove has.

5.3 Brand mantra of Dove

Unilever Bangladesh’s master brand Dove has it own brand mantra. Which is very
unique and creative. Dove design its brand mantra base on three things which are,
Communicate, Simplify, and Inspire. The current brand mantra of Dove is “Every
 11

body is beautiful”. With the change of time Dove change its brand mantra but never
compromise with their main ideology, which they tend to provide the society and the
consumer. Let’s see the brand mantra’s of Dove over the year which is given below,

The Home of Real Beauty

Year2019

Real Beauty for Real People

Year 2018

Rejuvenating and Beauty

Year 2017

Personal Care
Year 2016

Skin and Body Care

Year 2015

Figure 1 Dove’s Brand Mantra over the year, Source- [ CITATION Etc04 \l 1033 ]

Every brand mantra of Dove, up to current one, Dove only focus the real beauty of a
women. Here to communicate with the consumer they simply say,”Every body is
beautiful”, that means, Dove try to pretend that they are the home and every women
who consume their product are the real beauty. Dove always try to say that every
women is beautiful and true beauty does not depend on skin color or face, it’s an inner
thing it’s the attitude, character, education, personality, confidence, that women
carries with them. Dove believe that everyone is beautiful and they always try to
prove that. Even at their every marketing campaign they always use every day’s
simple women as their product model not the classy models. Its helps them to
communicate with the normal women. Dove try to present that any women could be
the Dove model if they carries the confidence in themselves.

Every time Dove use ordinary women, mother and daughter as their brand
mode”Every body is beautiful” brand mantra is simplify that true beauty doesn’t
come from skin color it’s come from the qualities that a real women carries. Dove
always try to raise the self-esteem and potential of a women. Every Brand they use
simply always represent the women’s true beauty lies in their confidence.

Dove’s brand mantra always inspire the women. Not only the Brand mantra but also
the whole brand is stand on the true inspiration of women confidence. Because Dove
believe that the attitude and confidence of a women is her true beauty. Dove is here
just to ensure the women that feeling beautiful is a choice and anybody could choose
 12

the path if she wants. They just totally inspire the women to think beautiful, choose
beautiful, and achieved what they want in their life.

Picture 4 #ChooseBeautiful campaign of

Dove inspired the women and they wrote their feelings in the webpage of Dove.

6 Dove’s Product Strategies

6.1 Dove product line

Dove offer eight product in Bangladesh market. Those are given bellow,

Two Soap Dove White Bar Dove Pink Bar

Three Shampoo Dove Dove Intense Dove Hair
Nourishing Repair Fall Rescue
Oil Care Shampoo, Shampoo
Shampoo,
Two Conditioner Dove Intense Repair Dove Hair Fall Rescue
Conditioner Conditioner
One Face wash Dove Beauty facewash
Table 3 Dove Product Line in Bangladesh; Source- https://www.dove.com/bd

6.2 Product differentiation

Dove is very conscious about their product differentiation. Dove differentiate their
Product by Conformance Quality4. Dove never compromise with its product quality.
Dove always provide top notch quality product to its consumer. Dove ensure that
what they say in their advertisement campaign consumer will find that thing in their
product.

4
Conformance Quality is basically the organization ensure that at any circumstance the quality of the
product will never fall. It will maintain its quality at any cost.
 13

6.3 Dove product branding

Dove always use the Ingredient Branding5 as co-branding. In their soap, which they
call Bar they always mention the milk and cream. Dove always say wash your face
with cream of milk, or get the touch of pure milk. By saying this type of word Dove
always try to focus that one of their bar’s main ingredient is milk. And it’s very
organic and natural. It is also very good for facial care.

6.4 Dove product packaging

Dove’s product packaging is very unique. Dove beauty bar comes in paper box, which
is not unique but rare in Bangladesh soap industry. Dove shampoo and conditioner
comes in very unique plastic bottle, consumer just need press top cap to get the
shampoo which is very premium in look too. Dove face wash comes in plastic tube.
Which is very common in Bangladesh. For every product Dove give priority white,
blue, green, pink and golden color for packaging. Which reflects Dove’s product
purity and softness of product.

7 Dove’s Pricing Strategies

7.1 Dove’s product line pricing

Dove product price list with quantity is given below,

Product name Quantity Price

Dove White Beauty Cream Bar 50 gm 38 BDT
100 gm 68 BDT
135 gm 85 BDT
Dove Pink Beauty Bar 100 gm 65 BDT
135 gm 80 BDT
Dove Nourishing Oil Care 180 ml 180 BDT
Shampoo 350 ml 320 BDT
Dove Intense Repair Shampoo 650 ml 680 BDT

350 ml 320 BDT

180 ml 180 BDT

80 ml 90 BDT

6 ml 3 BDT

Dove Hair Fall Rescue Shampoo 650 ml 680 BDT

350 ml 320 BDT

5
Ingredient Branding is basically focusing on the materials and component of the product to create
brand equity.
 14

180 ml 180 BDT

6 ml 3 BDT
Dove Intense Repair Conditioner 170 ml 250 BDT
Hair Fall Rescue Conditioner 180 ml 250 BDT
Dove Beauty facewash 100 ml 250 BDT
50 ml 150 BDT
Table 4 Dove’s products price and quantity; Source- https://www.dove.com/bd

7.2 Pricing strategy of Dove

Dove’s main pricing objective is to product-quality leadership. Dove positioning

themselves in the quality leader in their categories with merging with luxury and
premium pricing. Although current market is very much price sensitive because a lots
of competitor but also consumer are much more aware about health now. Consumer
of Bangladesh are now not compromise with product quality.

Women think of Dove as a high end product and hence are willing to spend a few
extra bucks on personal care products that will help in enhancing their beauty. Dove
has adapted a value added pricing policy6 for all its products because customer
generally relate high price with qualitative products.

7.3 Dove’s price discount and allowance to the consumer,

wholesaler and retailer

Unilever Bangladesh provide a large amount of price discount and allowance to the
consumer, wholesaler and retailer every year. Unilever Bangladesh provide discount,
quantity discount, functional discount, seasonal discount and allowance to the
consumer and retailer. Quantity discount of Dove shampoo and conditioner is very
famous among the consumer and Unilever Bangladesh provide once in every year
provide it to the consumer [ CITATION Urm16 \l 1033 ].

Unilever Bangladesh also provide huge amount of functional discount and allowance
to the online shop and retailer. For an example currently an offer is going on chaldal
online shop, where if a consumer by 135gm Dove white bar, he or she will get
3%discount on the shop.

6
Value added pricing policy-differentiates your products by adding features or services that your
competitors don't have and that customers will pay more for
 15

Picture 5 Unilever Bangladesh provide 3% discount on Dove White Beauty bar if consumer by from
“chaldal” an online shop

Beside this Dove often use product bundle pricing strategy to increase the sale of
conditioner and facewash.

Picture 6 Dove’s Product bundle pricing

8 Dove’s Integrated Marketing Channels

Dove includes manufacturer to retailers to consumer via general stores, convenient

store, supermarkets, malls etc. It has responsibility of the retailers to see that product
are easily available to customers at respective stores through the help of at least two
thousand and five hundred stockiest. Dove use distribution channels of its parent
company Unilever Bangladesh. Products are transported from factory to warehouse
from where C&F agents sell to stockiest to retailer.
 16

Figure 2 Supply Channel of Dove

9 Dove’s Integrated Communication Channels

9.1 Dove marketing communication mix

Dove use five marketing communication mix, which are advertising, sales
promotion, event and experiences, public relation and publicity, online and social
media marketing. To communicate with the consumer Dove always use the
Hierarchy-effect model, because Dove believe in consumer learn-feel-do sequence.
[ CITATION Dov16 \l 1033 ]

9.1.1 Advertisement of Dove

Dove always try to create awareness among the women through their advertisement.
Dove always prefer television commercial and (ATL) more than print add and
billboard (BTL). Currently Dove try to increase confidence through their campaign by
give the message to the women that beauty is a source of confidence not anxiety.
Dove believe that every women is beautiful. And everyone carry a unique beauty with
them. Dove use the common every day women in their television advertisement. By
doing this they want to send a message to consumer that Dove product more reliable
than other and common people get good result from it. Dove always give the
consumer the chance to communicate with them by their campaign. What every
advertisement they are running they always open a feedback option in their website
page. Anyone can go their and give their valuable comment in that site. And Dove
publish it through their website. This create more trustworthiness them to the
consumer.
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9.1.2 Sales promotion

Dove’s sales promotion has already been discuss in the part of pricing strategy of
Dove. Dove provide limited amount of sales promotion throughout the year. Because
they have good sales record in the market. But Unilever Bangladesh provide huge
amount of discount to the retailer and distributor.

9.1.3 Event and experience, Public relations and publicity, Online and Social
media marketing of Dove
Dove arrange recently an event named “How old are you” seminar jointly with The
Daily Star news paper. Where they bring famous actress Bipasha Hayat, famous
consultant Sara Zaker, Chowdhury Tasneem Hasin (Nutritionist, United Hospital),
who share their experience about Dove with the common women about.

For Public relation and publicity Dove arrange Dove day Bangladesh in different
girls school in Bangladesh. The reason of this public relation is to encourage the self-
confidence of girls by running a self-esteem project where Dove promote that
promotes that beauty should be a source of confidence, not anxiety[ CITATION
Dov16 \l 1033 ].

For online and social media marketing Dove use their facebook, twitter and
Instragram account. Where Dove communicate with consumer by providing the
answer through social media site, whatever question ask by the consumer. Even Dove
own webpage share the consumer feelings, if consumer share the feelings about Dove
on the webpage of Dove.

10 Conclusion

Dove is very successful brand of Unilever Bangladesh. From overall discussion on

strategic business unit of Dove, segment and target market of Dove, market
positioning of Dove, and the 4p (marketing mix) of Dove the result come that Dove
always try to focus their consumer, because Dove believe that everyone is beautiful
and Dove is just increase the potentiality and confidence among the consumer through
their product.

11 Bibliography
 18

Dove Day. ( 2016, October 10th ). Dhaka Tribune, Dove runs self-esteem workshops
girls dove day, p. Features Desk.

Etcoff, N., Orbach , S., Scott , J., & Agostino, H. D. (2004). THE REAL TRUTH
ABOUT BEAUTY: A GLOBAL REPORT,Findings of the Global Study on
Women, Beauty and Well-Being. London: Dove.

Keller, L. K. (2013). Strategic Brand Management. Edinburgh Gate, Harlow,

England: Pearson.

Kotler, P., & Keller, K. L. (2019). Marketing Management. Harlow, England: Pearson
Longman.

Silvee, U. R. (2016). Internship Report on, A Study of the Masterbranding of Dove.

Dhaka: BRAC University .