Slide 1

Module Title : Global Marketing and Data Analytics

Assessment Title : Evaluating the role of marketing data
Slide 2
UNILEVER
Unilever is a British-Dutch hybrid multinational consumer related product manufacturing
organization with its headquarters in the city of London, United Kingdom.
Unilever’s largest brands include Lifebuoy, Dove, Sunsilk, Knorr, Lux, Sunlight,
Rexona/Degree, Axe/Lynx, Ben & Jerry, Omo/Persil, Heartbrand (Wall’s) ice cream,
Hellmann’s and Magnum (Bajac, Palacios and Minton, 2018).
Note:- Unilever is a multinational company that spreads over 190 countries having popular well-
demanded markets in Italy, India, Germany, France, Greece, Pakistan, Bangladesh, Ireland and
Hungary, with over 400 brand names under it, housing a total of 3000+ products, ranging from
food, makeup & accessories to clothes, detergents & perfumes, with a total employee of around
149,000.
Slide 3
DOVE
Dove is one of the most prestigious and popular brands of Unilever, manufacturing and
providing shower products, like soap, body lotion, shampoo, conditioner, moisturizing cream,
etc.
Dove was started by Unilever in 1957 in the US and thereafter spread across the globe, building
trust and adoration within people (Feng, Chen and He, 2019).
Note:- Dove is popular in many countries due to their products' specific fragrance and looks. It
marketed its goods as milk-based, deep-cleansing, soft and smooth skin care and cleaning
products. Dove promotes their products not as beauty enhancing or fairness producing tools but
as mediums of confidence and magnification of one’s real-self. It became the number 1 brand
recommended by dermatologists in US, Canada and France. The dove products are immensely
used by people across the world regularly making the Dove brand’s approximate value of 5.1
billion US dollars as per 2022.
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Potential Customers
Dove is the semi-premium body-care products manufacturing brand of Unilever, so, it targets
neither the elite class not the lower class but upper middle class and upper class.
The potential market places of a brand like Dove are developed and developing countries. It can
be very well understood by the sales —
(I) 49 million CPR in Italy alone in 2021.
(II) 1/3rd of Germany bought only Dove for body products in 2022.
(III) 503.6 billion US dollars revenue generated globally last year.
(IV) 2 billion consumer points from Asia and Europe in 2021 (Hardianto, 2019).
Note:- Unilever’s Dove is made with the vision of targeting the semi-affluent groups of the
world, giving a premium and rich look. It generated an enormous sale last year proving the fact
that it generated a revenue of 503.6 billion US dollars and approximately 2 billion CPR, which
confirms that it is successful in targeting its desired groups.
Slide 5
Reason for Targeting
Unilever not only owns Dove but Lifebuoy, Lux, etc. too, if we consider body care and beauty
products. Each brand subjects for a different type of class of people. The followings are the
reason of this —
(I) Lifebuoy is made to target lower class masses, especially, people in developing and
under-developed countries.
(II) Lux targets lower middle class consumers, giving them a feel of using premium at a
lower cost.
(III) Dividing brands and targeting them at different classes makes it easy and hugely
effective in marketing these products.
(IV) Sales and thereby profit will increase when all the people are targeted and satisfied at
the same time (Murphy and Murphy, 2018).
Note:- Different classes of people have different needs, while the lower class wants a more
effective and more quantity product at small price, the lower middle class wants a rich look at
budget friendly and the upper middle class & elite wants a more premium and rich look. Hence,
Unilever targets all types of consumers and generates profit from all these markets. Therefore,
Dove acts as its bridge for approaching the upper group of economy.
Slide 6
Strategies
For targeting the above mentioned segment of people Dove implements a number of strategies to
influence and capture the desired market place and generate the wanted sales, some of such
major strategies are —
(I) Giving the products a more premium look.
(II) Making the products scent and look beautiful.
(III) Showcasing the products as delicate and natural.
 (IV) Advertising and promoting them accordingly to the target consumers (Prasetya,
Saputra and Stevani 2019).
Note:- Dove do not target everyone as mentioned already therefore it also makes advertisements
and promotions targeting only these people, by making consumers realize that these are the
products that fit them the most. Planting this belief is also assisted by the packaging and designs
of the products. Fragrance and looks are specifically delineate to make the products stand-out
and luxurious.
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Advertising
The advertisements of Dove is target oriented and for doing this they consider a number of
methods, some of which are —
(I) Making it a feminine based product.
(II) Using models of different races and colors to showcase that Dove acknowledges real
beauty.
(III) By demonstrating how soft and smooth it is with side-by-side comparisons.
(IV) Through exhibition of care and high efforts which Dove supposedly put in making
their products (Serradas, 2019).
Note:- Advertisement tactics followed by Dove are clever and subtle, showing their products are
created with care and delicacy. They use the tag line of “Beauty is not defined by shape, size or
color – it’s authentic”. The advertisements are calm & delightful and the promotions never
interpret the value of the products in price but display with the amount of happiness and glory
the products are meant to give its consumers.
Slide 8
Products
Dove manufacturers a variety of products. The company uses the following ways to make their
products dedicated to the upper middle and elite classes —
(I) It manufactures from soap to lotions, generating an ecosystem.
(II) The quantity of each of its products is small in comparison to most of the same-priced
other options.
(III) The design is elaborated as natural with good and premium packaging.
(IV) The fragrance and effects are created to be light and sweet (Tien, 2019).
Note:- The products are made and designed accordingly to the targeted audience as already
mentioned. For which, it uses a light and soft formulas in manufacturing its products which may
not have very high effectiveness but provides a rich and comfortable experience with a more
natural results. The ecosystem of the products of Dove are depicted to impart most effective
results if used collectively which engulfs the consumers in buying only Dove products for getting
the interlinking effect of enhancing results.
Slide 9
Recommendations
The following are evaluative recommendations for better targeting —
(I) Usage of social influencing in targeted group’s social media circle.
(II) Performing survey for improvement designed specifically for such groups.
(III) By making desired changes acknowledging opinion and reviews from these classes
(Zhang, et al., 2019)
(IV) Giving free samples and physical add campaigns and sponsorship at venues where
people of these classes participate.
Note:- The UNILEVER should cleverly imparts the service of Dove for the upper middle and
elite classes specifically through creative and targeting advertising along with beautiful,
premium, sweet & natural looks and alluring fragrance and effectiveness, through different
strategies.
Slide 10
Reference
Bajac, H., Palacios, M. and Minton, E.A., 2018. Consumer-brand congruence and
conspicuousness: an international comparison. International Marketing Review, 35(3), pp.498-
517.
Feng, Y., Chen, H. and He, L., 2019. Consumer responses to femvertising: A data-mining case of
Dove’s “Campaign for Real Beauty” on YouTube. Journal of Advertising, 48(3), pp.292-301.
Hardianto, A.W., 2019. Analisis Stimulus-Organism-Response Model Pada “Dove Campaign for
Real Beauty” 2004–2017. TRANSAKSI, 11(1), pp.65-79.
Murphy, P.E. and Murphy, C.E., 2018. Sustainable living: unilever. In Progressive Business
Models (pp. 263-286). Palgrave Macmillan, Cham.
Prasetya, A.A., Saputra, J.K. and Stevani, S., 2019. CAMPAIGN FOR THE REAL BEAUTY
SHAMPOO DOVE DITINJAU DARI TERMINOLOGI PEMASARAN 360 DERAJAT. Jurnal
Lensa Mutiara Komunikasi, 3(1), pp.15-35.
Serradas, M.M.M.R., 2019. Why hasn’t Dove Men+ Care been able to grow into a leading male
brand in Portugal and how to achieve this goal? A deep dive into the Brand’s Positioning
(Doctoral dissertation).
Tien, N.H., 2019. Comparative analysis of multidomestic strategy of P&G and Unilever
Corporation. International journal of foreign trade and international business, 1(1), pp.5-8.
Zhang, W., Jia, J., Wang, A., Ma, Q. and Yu, H., 2019. Consumers’ Implicit Motivation Of
Purchasing Luxury Brands: An EEG Study. Psychology Research and Behavior Management,
12, p.913.