UNIVERSITY OF FINANCE AND MARKETING

MARKETING PLAN OF DOVE CREAM BEAUTY BATHING BAR

Course: Principles of Marketing

Code: 2121910004201

Lecturer: Ninh Đức Cúc Nhật

AUTHORS

1. Nguyễn Thị Quế Phương 2021001497

2. Nguyễn Hằng Phương 2021006340

3. Nguyễn Tường Linh 2121013751

4. Trần Huỳnh Nhật Phong 2021006364

5. Lương Ngọc Trâm 2021001259

 Table of Contents

TABLE OF CONTENTS........................................................................................................................2

1. INTRODUCTION........................................................................................................................4

1.1 Unilever.................................................................................................................................4

1.2 Dove.......................................................................................................................................4

1.3 Product – Dove Cream Beauty Bathing Bar..........................................................................4

1.4 Research objectives...............................................................................................................4

1.5 Research structure..................................................................................................................5

2 SITUATIONAL ANALYSIS.......................................................................................................5

2.1 SWOT analysis......................................................................................................................5

2.1.1 S (Strengths)...................................................................................................................5

2.1.2 W (Weaknesses).............................................................................................................5

2.1.3 O (Opportunities)...........................................................................................................6

2.1.4 T (Threats)......................................................................................................................6

2.2 PESTLE analysis...................................................................................................................6

2.2.1 Political factors...............................................................................................................6

2.2.2 Economic factors............................................................................................................7

2.2.3 Social factors..................................................................................................................7

2.2.4 Technological factors.....................................................................................................8

2.2.5 Legal factors...................................................................................................................8

2.2.6 Environmental factors....................................................................................................8

2.3 Competitors............................................................................................................................9
3. STP STRATEGY.......................................................................................................................10

4. MARKETING MIX...................................................................................................................12

4.1 Product Strategy...................................................................................................................12

4.2 Price Strategy.......................................................................................................................12

4.3 Place Strategy......................................................................................................................13

4.4 Promotion Strategy..............................................................................................................14

4.4.1 Promtion mix................................................................................................................14

4.4.2 Personal selling.............................................................................................................15

4.4.3 Sale promotion.............................................................................................................15

4.4.4 Consumer promotion....................................................................................................16

4.4.5 Trade promotion...........................................................................................................16

4.4.6 Push and Pull Strategy..................................................................................................16

5. CONCLUSION..........................................................................................................................16

REFERENCES...................................................................................................................................18
1. INTRODUCTION

1.1 Unilever

Unilever is a multinational corporation formed by the United Kingdom and the Netherlands that
specializes in the production and marketing of personal, household, and food items. It was officially
incorporated in Vietnam in 1995 and began operations in 1996. Some Unilever brands, such as
Dove, OMO, P/S, Clear, Pond's, Lifebuoy, Sunsilk, Lipton, Sunlight,... have become common
names in every Vietnamese household.

1.2 Dove

DOVE is a typical Unilever brand that contributes significantly to Unilever's image. Dove's product
debuted in 1957 as a soap bar used by soldiers in World War II. Following that, Dove pleased
consumers with its ability to moisturize in a cleaning product, thanks to formula advancements.
This is another distinguishing quality that has made the brand become one of the world's most
popular beauty brands. Dove has grown into a famous worldwide brand with over 50 years of
expertise in the cosmetic chemical industry. They provide a diverse range of goods, including body
washes, hand and body lotions, face cleansers, body sprays, shampoos, conditioners, and hair
styling products,...

1.3 Product – Dove Cream Beauty Bathing Bar

Dove came up with the different strategy from the very first start of business named the Real
Beauty. Unilever has engaged in brand management to enhance its global marketing approaches.

In particular, a personal care product named “Dove Cream Beauty Bathing Bar” have received good
response from the target markets in various countries. As announced by Dove leader, their product
isn’t soap, it’s a Beauty Bar. While ordinary soaps can strip skin of essential moisture, Dove
Beauty Bar has mild cleansers to effectively wash away dirt and germs and care beautifully. Made
with moisturizing cream, Dove Beauty Bar leaves body, face and hands feeling soft, smooth, and
radiant. That is the reason why it is called as Beauty Bar. Since the launch of the “Dove Cream
Beauty Bathing Bar”, it has won the trust of customers owing to good quality.

1.4 Research objectives

- Systematize the theoretical foundation for research and analysis.

 - Based on the foundation structure, present and assess Dove's 4P strategic content, offering
definitions and evaluations of the strategic content.
- Some personal opinions are concluded in this study about Dove's marketing mix in order to
help brand enhance sales of Dove Beauty Bar.

1.5 Research structure

The paper will have 5 chapters:

1. Introduction
2. Situational analysis of Dove Beauty Bar
3. STP Strategy of Dove Beauty Bar
4. Marketing mix of Dove Beauty Bar
5. Conclusion
2 SITUATIONAL ANALYSIS

2.1 SWOT analysis

2.1.1 S (Strengths)

 Product design: One of the best advantages of Dove Cream Beauty Bathing Bar is its
product design since its combination of Soap and Cream is what makes it both- cleansing
and smoothing product
 Real marketing: the connect with the consumers is immediate and long lasting. The
consumer feel that the brand is speaking for them and hence they automatically prefer the
brand over others.
 Cost effectiveness: The brand saves a lot of money on celebrity endorsements because it
doesn’t utilize celebrities.It cannot be called a complete cost saving since the brand
promotes itself heavily through numerous channels a the same time.
 This product is available in more than 80 countries worldwide
 Promise not to leave any residue on the skin
 The product is available online via the company website or almost all leading ecommerce
platforms.

2.1.2 W (Weaknesses)

 Intense competition for this product in the FMCG market means limited growth in market
share.
  Targets primarily only the female segment andd men’s range not very popular.

2.1.3 O (Opportunities)

 Improve and enhance the brand portfolio: Dove is expected to produce several award-
winning goods so it can breathe new life into the brand cycle whenever the product selection
grows stagnant.
 Concentrate more on Men products equivalent to women- It is a great opportunity for Dove
because the complete Gender market is ripe of picking. Men are also becoming conscious of
their looks and skin and due to the education imparted by advertising over the years
 Involvement of students from colleges and tie-up with corporates can open a new
opportunity.

2.1.4 T (Threats)

 Increased competition in this market segment can affect business of Dove Soap
 Global business can be affected by government policies and fluctuating econimies
 Fake imitations of the brand can affect Dove Soap’s image
 Someone copies the strategy- the strategy of Dove was copied recently by Olay which
started using real life customers and put them on screen to show the affect of their products
then your marketing stratefy becomes ineffective.

2.2 PESTLE analysis

Dove's PESTLE Analysis examines the brand's business strategies. Dove's PESTLE Analysis looks
at how political, economic, social, and technical (PEST) factors, as well as legal and environmental
factors, affect its company. The PESTLE Analysis identifies the various extrinsic circumstances
that have an impact on the brand's business.

2.2.1 Political factors

 The Vietnamese government has created a number of regulations and initiatives to

encourage Vietnamese individuals to support our country by purchasing Vietnamese goods,
such as the " Vietnamese people use Vietnamese goods " program. These laws have a big
influence on how people shop. As a result, multinational brands such as Dove have trouble
controlling and expanding their operations in Vietnam.
 Unilever announced its Sustainable Development Plan (USLP) in 2010, in collaboration
with the Vietnamese government, with the goal of doubling growth, halving environmental
impact, and increasing positive social impact.
 2.2.2 Economic factors

 There have been numerous favorable developments in the Vietnamese economy recently.
For example, the Gross Domestic Product climbed from $287.9 billion in 2010 to $320.5
billion in 2012, putting it in the world's top forty-second position (CIA 2012). It suggests
that Vietnamese people's living standards have improved in recent years, and they are
increasingly concerned about the quality of their daily life. Furthermore, from 18.7% in
2011 to 9.2% in 2012, Vietnam's inflation rate has decreased (CIA 2012). This is a
significant reduction because the rate of inflation falls by nearly twofold in just one year. It's
a positive sign because it helps to maintain the stability of the economy and the purchasing
power of consumers.
 The economy of Vietnam is developing at a breakneck pace. In Covid 19, Vietnam's
economy has remained resilient, growing at a pace of 2.9 percent in 2020, one of the highest
rates in the world, with 6.5 percent growth projected in 2021. Despite spending cuts in food,
vacation, luxury shopping, and entertainment, Vietnamese consumers have a larger desire
for health and personal hygiene items. According to Nielsen Vietnam's 2020 research, one
of the categories with increased consumption during the Covid 19 period is personal care
products. Aside from that, people's living standards are improving in major cities. As
income rises, the cost of personal care products will become less of a priority, and quality
will take precedence.

2.2.3 Social factors

 Age, background, education, gender, culture, demography, purchasing habits, and so on are
all considered in the social element. Dove was primarily a feminine brand until recently,
when it began to provide men's grooming items. Furthermore, it has little to offer to
children, which is a significant market power because pester power can influence parents'
purchasing decisions.
 Dove encourages people to look beautiful on the inside and out. It encourages ladies to
break out of their routine and begin caring for their own skin. Women prefer makeup and
beauty products to males. As a result, the campaign is mostly aimed at women. Race, color,
and caste are unimportant. When targeting a market, it is also preferable to separate the
population depending on financial earnings. Dove is a higher-end personal care product,
hence the upper middle class is the primary target market. Younger adolescent girls and
women aged 20 to 35 are the primary target demographic since they have a greater desire to
remain attractive.
 2.2.4 Technological factors

Thanks to modern science and technology, Unilever's products can be delivered to

customers at a low cost and in a short amount of time. This enhances the company's
reputation while also increasing profitability. In the 4.0 technology era, however,
technological innovation in each product is critical. This will determine Dove's capacity to
compete against larger competition. Dove, in particular, collaborates with dermatologists
and researchers to develop cutting-edge technologies and ingredients for our hallmark Dove
care. In comparison to regular soap, Dove Original Beauty Bar blends a gentle cleansing
recipe with our unique ¼ moisturizing cream to soften and smooth skin, leaving it looking
more radiant. No parabens or sulfate cleansers have been found in the Dove Original Beauty
Bar. It's also pH-balanced to keep skin's natural moisture instead of taking it away like other
soap bars. This White Beauty Bar made with a plant-based cleaner also helps to replace
nutrients lost during the cleansing process. Whereas regular women's bar soap might leave
your skin tight and gritty, Dove makes it feel softer and more luminous. Dove is also one of
the brands that has had success with Web 2.0 for customer connection, such as Facebook
and Youtube (Vietnambranding 2007). Dove also established a website in many languages
to present their products and communicate with their customers.

2.2.5 Legal factors

Dove as a brand has its own set of intellectual property rights to safeguard. The
advancement of technology and products should be protected to the fullest extent possible
under the law. Dove cannot, on the other hand, just take the chemical composition of other
brands to create a hybrid product. Various operating countries have their unique tax policies.
Wrongfully promoting a product might result in a penalty. Any potentially hazardous
cautions should be prominently stated on the product itself.

2.2.6 Environmental factors

 The majority of the resources, according to this firm, are agricultural raw materials. As a
result, the natural world plays an important part in Dove production. Concerns about
environmental sustainability, on the other hand, have progressively developed in recent
years. Natural resources, especially nonrenewable resources like oil, coal, and natural gas,
are quickly diminishing in the environment. Dove is aware of this issue and is working to
move their products from the road to rail and the sea to decrease their environmental impact.
Dove is a body soap aimed mostly at female clients. The production of doves should not
include the slaughter of any animals, whether endangered or non-endangered. The trash
 generated during the production of this soap dove should not be harmful to the environment.
The garbage should be in compliance with the country's environmental regulations. Solar or
alternative energy sources can be used as a source of energy during production. The
product's carbon footprint should be as small as feasible, hence paperless transactions should
be used whenever possible. Dove, on the other hand, has constructed factories that make the
most of natural light and are powered by renewable energy. In response to environmental
concerns, they are also investing in more sustainableplastic options in order to limit the
usage of virgin plastic by incorporating alternative materials and packaging innovations into
their products.
 Nguyen Vinh Long, the deputy chairman of Unilever Vietnam, stated in Thai Hang (2010)
that the company's goal is to improve people's lives without losing environmental
advantages. Unilever Vietnam has invested over $300,000 in a sophisticated waste
processing facility capable of processing 300 cubic meters per day. To lessen the harmful
impact on the environment, chemicals will be gathered and burned at a high temperature.
Unilever also has a Safety, Health, and Environment Department that is responsible for
enforcing environmental laws and conducting risk assessments (Thai Hang, 2010).
 Unilever understands the importance of being environmentally friendly as a way to improve
their reputation and consumer satisfaction. The Unilever Vietnam Foundation completed a
number of successful health and hygiene projects in 2012. Unilever Vietnam, for example,
spent 300 VND million to establish a clean water supply system for residents in Tam Quang
commune and 250 VND million to complete the 3R project (Unilever 2012).

2.3 Competitors

Dove Lifebuoy Enchantuer

30.000 – 40.000đ (106g) 13.000đ (90g) 15.000 – 22.000đ (90g)
45.000 – 50.000đ (113g) 17.000đ (125g)
55.000 – 60.000đ (135g)

When compared to its main competitors, Lifebuoy and Enchantuer, Dove's average price in the
same product segment is extremely high. However, dove is not inferior to other competitors because
the customer segment that dove targets is people who have high average and stable income. Dove
chooses its own path and wins for itself a stable market share in the soap market.

Beside direct competitors, Dove’s Beauty Bar also have its indirect competitors such as body gel
wash, body foam wash, body scrub wash, ect.

Body gel wash Body foam wash Body scrub wash

Bath & body works Dove St.ives
170.000 – 290.000đ (295 ml) 120.000 – 140.000đ (350g) 120.000 – 180.000đ (650ml)
Cocoon 90.000 – 150.000đ (473ml)
210.000 – 250.000đ ( 300ml)

Between alternative product lines, Beaty Bar always presents its own difference. Moisture is the key
to great skin, and no other bar hydrates like Dove. That's because Dove is a Beauty Bar, not a soap.
Dove Beauty Bar offers mild cleansers to effectively wash away dirt and germs and care
attractively, while regular soaps can rob skin of crucial moisture. Dove Beauty Bar can use for
body, face, and hands with lower price than its indirect competitors.

1. STP STRATEGY

Table 1: Segmentation of Dove Beauty Bar

GEOGRAPHIC
Both urban and rural area
DEMOGRAPHIC
Age 18-40 years old
Gender Female
Income Middle to high
Status Single/Dating/Married/Have kids
Occupation Student/Working
PSYCHOGRAPHIC
Social class Middle and upper class
Life style Busy with work and family
Open-minded
Personality Independent
Preferpolite packaging and luxury
Price sensitivity Medium
BEHAVIORAL
Occasion Daily use, sale-off, gift for coworker
Buying place Online, supermarket, grocery store, marke
User status Potential users
First-time users
Regular users
Usage rate Medium to high
Loyalty status Low to Medium
(switch and gain experiences by using different products)
Benefit Long lasting scent, take care and keep color for chemically treated

Dove's marketing strategy for its soap products has been conducted nationwide and appeared in
many convenience stores, supermarkets, and retailers...just like the nature of a handy product.
Dove's target group is women aged from 18 to 40 years old, with Financial liberalization, and who
have an interest in using shower soap to protect and moisturize their skin. Especially, the product
does not use toxic chemicals or strong detergents. Dove's decades-long campaigns are a testament
to how passionate it is. Despite the launch of a few men's and children's products, Dove's most
prominent development has been that of a female customer.

Dove is sold in more than 80 countries, using a distribution channel mainly from its parent
company, Unilever. The products Dove Unilever is making or are in the pipeline to capture
potential markets. It is delivered from the factory to wholesalers, and from there to retailers, like
supermarkets, general stores, markets, and consumers.

Especially campaigns with the goal of changing people's social perceptions, especially women.
Dove has a desire that its product lines will have a positive impact on people both physically and
emotionally so that from there, users will have a positive view of themselves and society. Dove is
quite appreciated in its advertising strategies, polishing its name through television media, social
networks,... Dove has applied a product pricing strategy to penetrate the market (Dynamic pricing
Strategy). It can be interpreted as on-demand or time-based pricing. This is a flexible pricing
strategy where selling prices fluctuate based on market and customer demand. As a result, Dove
truffle soap is widely sold nationwide and quite cheap. Since then, it has had a very high number of
annual users. Dove has used a targeted targeting strategy, focusing on clients from emerging
markets who place a high value on their appearance. Dove has been positioned as a skin
enrichment, beauty care, and moisturizing brand that assists customers in improving their self-
image and self-esteem, as well as recognizing their true beauty. The rise of social media and
internet advertising has altered the landscape of Dove Unilever's communication mix and strategy.

Customers often choose Dove based on the trust that has been created by this brand name. The
brand has focused on expanding its marketing channel to reach as many as customers. Unilever
Vietnam currently has about 350 distributors and more than 150,000 wholesalers and retailers'
outlets of their products nationwide. These data illustrate that the company's products are flooding
the Vietnamese market, from remote locations to the biggest parts of urban Vietnam. Unilever's
distribution system has so far attained both of the company's two distribution system objectives of
being always available and always present. "Dove products are manufactured in more than 21
countries globally and are being sold & marketed by the parent company Unilever Ltd. in 80+
countries worldwide." The parent company of Dove is Unilever, which is a well-known brand in the
Consumer Goods industry, sells more than 400 brands in 190+ countries globally and serves more
than 2.5 billion consumers every day. Also, 13 of the world’s top 50 brands are owned by Unilever.
2. MARKETING MIX

Dove's marketing strategy examines the product through using marketing mix framework, which
contains 4Ps (Product, Price, Place, Promotion). Product innovation, price strategy, promotion
planning, and so on are all examples of marketing tactics. These business tactics, based on the Dove
marketing mix, contribute to the brand's success.

Dove Beauty Bar marketing strategy assists the brand/company in establishing a competitive market
position and achieving its business goals and objectives.

Let begin with the Dove Beauty Bar Marketing Strategy & Mix to comprehend its product, price,
promotion, and distribution strategies:

4.1 Product Strategy

Dove soap always occupies a very important place in the family bathroom. Although there are many
types of shower gel today, many people are still very loyal to using soap bars because of its
convenience but still provide all the necessary nutrients for the skin.

Dove bar soap will help you remove dirt, impurities, bacteria and oil that clings to your skin when
you are on the road, your skin will become clean, fresh and awake.

Besides cleansing the skin, Dove also removes dead skin cells, giving you a soft, smooth skin. You
just need to use Dove without having to use any other exfoliating products. Ingredients that
maintain the pH of the skin, do not contain abrasive substances that damage and sensitive skin.

Many women are still afraid to use soap bars for fear of losing the natural moisture on the skin,
causing dry skin, but rest assured because most of Dove's products contain up to 1/4 of the cream
content. The skin should penetrate and nourish the skin smooth from the inside.

Square design, sturdy, not fragile like some other soap products. It is perfectly suitable for daily use
or carrying on long trips.

4.2 Price Strategy

Pricing strategy is The amount of money charged for a product or service. They are created to
achieve business goals and achieve set goals. This is a direct factor that generates revenue for the
business and it determines the importance of the choices of customers. If you have an appropriate
price strategy, it will attract customers, maximize profits and ensure your market share. Dove's
Good-value pricing strategy offers its customers a fair and easily accepted price based on the nature
of the market and demand. Dove used monopolistic pricing for its local soap products. Dove's
truffle soap is very diverse in price from 17,000 VND to 80,000 VND. It contributes to Dove's
diversification of this item and is adequate for different consumers. In addition, at certain times,
Dove has used Promotional pricing to reduce product prices to attract customers. They regularly
have discounts for combos when buying more or optional-product pricing to offer other options to
consumers.

Table 2: Price of Dove Beauty Bars

Name of product Mass (g) Amount Price on Market (VNĐ)

Dutch Dove Bar 100g 1 17.000
Dove Soap White 113g 1 35.000
Dove Sensitive Skin 106g 1 60.000
Dove Go Fresh 100g 1 40.000
Dove Whitening Beauty Bar 113g 16 400.000
Dove Beauty Bar 113g 2 129.000

4.3 Place Strategy

Unilever is a famous corporation in the whole country and their products appear everywhere in
Vietnam. Unilever has become a leader in the FMGG industry and the main distribution system
used here is the Administered VMS. Dove Soaps are often displayed by retailers in areas that are
easy to see, easy to get, as well as eye-catching decorations to attract customers ‘eyes. In addition
they also applies appropriate pricing strategies and promotional strategies to attract more customers
to the point of sale. Thanks to that, any supermarket or grocery store wants to have Dove Soaps on
the shelves. For older customers, Dove Soaps promotes through TV ads, banners or through
supermarket, grocery stores and markets where they distribute the products. But for younger
customers, Dove leverages evolving technology to reach them through ads on social media sites,
through celebrities, or listing their products on the internet e-commerce sites such as Shopee, Tiki,
Lazada,... In Vietnam, Dove Soaps are not sold by official agents of the company. Instead, they are
displayed from offline to online channels. The brand has focused on expanding its marketing
channel to reach as many as customers. Unilever Vietnam currently has about 350 distributors and
more than 150,000 wholesalers and retailers' outlets of their products nationwide. These data
illustrate that the company's products are flooding the Vietnamese market, from remote locations to
the biggest parts of urban Vietnam. Unilever's distribution system has so far attained both of the
company's two distribution system objectives of being always available and always present. "Dove
products are manufactured in more than 21 countries globally and are being sold & marketed by the
parent company Unilever Ltd. in 80+ countries worldwide." About the parent brand of Dove is
Unilever, which is a well-known brand in the Consumer Goods industry selling more than 400
brands in 190+ countries globally and serving more than 2.5 billion consumers every day. Also, 13
of the world’s top 50 brands are owned by Unilever.

4.4 Promotion Strategy

4.4.1 Promotion mix

For decades, beauty product businesses have concentrated on an ideal image that everyone should
strive for when using their products. Dove has a one-of-a-kind and distinctive marketing effort.
Dove's marketing mix includes a promotional strategy that is young and aspirational for women. Its
'Campaign for Real Beauty' is aimed at improving women's self-esteem. The brand was successful
in conveying the message that people of all ages and colors are equally beautiful. It honors the
uniqueness of each individual. Non-models appear in all of Dove's commercials. Dove's advertising
include people of different shapes, sizes, ages, and skin tones. Dove also uses videos and short films
to market its goods, and its ad films are among the most popular. The product promotes itself as a
product that shows a woman's genuine inner beauty. Dove has started a campaign in response to
negative media ads that prey on women's fear and low self-esteem. It employed curvy women to
combat the perfect body shape image that was established, as well as releasing a video showing the
model modification process. Dove's Ad Makeover initiative uses social media to replace bad
advertising with Dove-designed uplifting messages that increase women's self-esteem. Dove
advertises through magazines like as Cosmopolitan, which women read on a daily basis. Dove
launched a self-esteem fund with the goal of educating girls, assisting them in overcoming beauty-
related issues, and raising self-esteem through online bullying. It employs evidence-based programs
and online resources for both parents and teachers, as well as children. More than 20 million young
people in 130 countries have benefited from the Dove Self-Esteem Project. Dove also employs
marketing techniques such as coupons and special deals. All of these commercials have helped
Dove establish a highly favorable and trustworthy brand image. As a result, the full Dove marketing
mix is covered.

According to a Dove survey, more than 60% of women are self-conscious about their bodies. Dove
recognizes this and strives to get all of its advertising campaigns as near to clients as possible.
Dove's commercials include no famous faces or A-list celebrities; instead, the main characters are
everyday women. Dove's most recent commercial campaign used photos of "genuine" women
rather than the stunning models favored by rival manufacturers.
Dove continues to make an impression in the community with the campaign selling "faulty" soaps
that celebrate women's real skin. Dove has been pursuing the "True Beauty" campaign for nearly
two decades, and is one of the few brands that "go against the grain" to deliver significant ideas and
encourage diversity and inclusiveness. Dove Colombia has launched the #RealSoaps campaign,
which features four distinct bath soap products that meet market criteria, in collaboration with
Mullen Lowe SSP3. Dove's new bath soaps are riddled with flaws like cracks and nodules, as
opposed to smooth and immaculate surfaces. This represents the "imperfections" in women's skin,
enabling them to feel more confident in themselves and linked to the brand's body care products.

"80% of women are not satisfied with what they see in the mirror and try to cover up 'flaws' like
freckles, wrinkles and stretch marks ," says Dove . So Dove wanted to show the most natural look
of the soap that came out of the factory. Although this product is always smooth and spotless when
it is on sale, one of them is always flawed. We call this shipment that represents 'true beauty'.” Dove
also invites people to use the hashtag #RealBeauty to upload photos of their natural skin to spread
the word. Dove doesn't advertise multibillion-dollar campaigns or overtly support events. Dove
brings spiritual principles to the table, encouraging and empowering women to trust in themselves
and be confident in their natural beauty. This has had an extremely positive PR effect for Dove,
causing Dove's positive images to appear in newspapers and magazines, thereby impressing
customers.

4.4.2 Personal selling

Personal selling is an alternative that Dove considers investing in their booth activations or brand
events, despite the fact that it is not as popular as prior tools. This is a tool for reaching out to new
audiences that haven't yet connected with the business, learning about their needs and interests, and
collecting feedback from customers. It's also a chance for Dove to raise its brand awareness.
Personal selling is an opportunity to provide customers with fresh experiences, validate brand value,
and build closeness with them. Although this tool has the disadvantage of being relatively pricey, it
can reach out to more potential clients and broaden the target demographic.

4.4.3 Sale promotion

Dove also employs sales promotion to entice customers to buy or sell a product or service in a short
period of time. Sales promotions can be seen in publications, supermarkets, and anywhere else that
attracts customers' attention. Furthermore, sales promotion encompasses a wide range of
promotional methods aimed at eliciting an earlier or greater market response.
 4.4.4 Consumer promotion

One of Dove's goals is to reach the final buyer. For example, in 2020, Dove introduced a series of
enticing campaigns, such as giving away free shampoo samples, to not only urge people to buy the
product quickly, but also to give them the opportunity to try another. In addition, on Black Friday
each year, Dove distributes a slew of enticing coupons on grocery shelves and through e-commerce
channels.

4.4.5 Trade promotion

Resellers such as Lotte Mart, Coopmart, Bach hoa xanh, and others may be persuaded to offer them
shelf space, advertise their product, and push it to consumers through trade promotion. This is a
win-win situation that is ensured by granting discounts, allowances, and other incentives.

4.4.6 Push and Pull Strategy

Push: Dove uses a push approach to give their resellers a variety of appealing offers, such as
discounts for large orders, complimentary goods for shops and wholesalers, and promotional items
such as bags and pillows. Furthermore, the Dove manufacturer or service provider always has a
team of professionals on hand, such as sales assistance, supervision, and area managers, to persuade
agents to promote their items to clients. These resellers will promote their products through
advertising and personal selling after getting an offer from Dove.

Pull: In addition to the above-mentioned relevant efforts, the pull marketing technique spreads
Dove's reputation. Dove also uses appealing incentives to lure customers closer to them. Dove will
have buy one get one free programs, buy combos with lower pricing, gifts included with purchase,
and most commonly discount vouchers on e-commerce platforms whenever they launch new
products, on significant holidays, or whenever they wish to thank their customers. Dove frequently
employs this method to increase customer visibility at supermarkets, markets, and grocery stores.
Since the majority of Vietnamese shoppers, particularly housewives, desire to receive a gift with
every purchase.

3. CONCLUSION

Dove is a world – famous personal care brand by Unilever. It is among the most popular skin care
brands of the world. Apart from its composition which is distinct from the other soaps and beauty
products in the market, its marketing strategy has also given it a distinct advantage. Its real beauty
campaign has helped it grow its market share and its customer connection stronger. Dove has grown
its range of products. However, its quality has remained the same and more and more people have
become a part of its campaign targeted at breaking the beauty stereotypes.
 REFERENCES

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Bach hoa xanh Website
https://www.bachhoaxanh.com/dau-goi-dov