DOVE’S 7P

Group 6:  
 Lê Châu Nhi - 2121000346 
 Phan Ngọc Hà- 2121003416 
 Nguyễn Phạm Minh Tú - 2121012784 
 Phạm Thị Thu Hương - 2121003419  
 Nguyễn Anh Duy – 2121012871 

I. PRODUCT
1. Type of product

Dove's products are convenient products because they belong to the personal care
category which is used for regular human demand. As a result, it's purchased with little
planning, little comparison and high shopping effort.

2. Individual product and service decision

a) Product Attribute

Dove always focuses on their product attributes. They made a

strongpositioning through their unique product attributes. Dove always claims thattheir
product is moisturizing, milky cream, with soft lather, less fragrance, andthere are no side
effects. All of the products are made focusing on benign andmild. Name of the product,
tagline, logo and everything is focusing femininesimplicity and so Dove can easily
capture the concentration of women.

b) Branding

DOVE means dove, a kind of bird that is known as a symbol of peace, happiness
and pure beauty. It has a simple, easy to remember name that iseasily attracted to women
who appreciate beauty and femininity. Moreover,"DOVE" is also a unique name that
captures the core of the product and brandidentity. After more than 50 years, the name
DOVE has remained firmly in themarket, and is still consistent with the company values
built from the first days:taking care of real beauty, respecting and cherishing women

c) Logo

After 4 times of logo changes, the current logo of dove is a combination of the
dove symbol and the name of the company. It is one of the most popular and widely
recognized logos in the cosmetics industry. Like any other brand. DOVE takes advantage
of the logo's recognizable ability anywhere, on product packaging, in sponsorship events,
internal events... That way of doing it invisibly creates a connection between the logo and
the brand personality.

3. Product Mix

4. Product Life Circle

Introduction stage: The products have been launched in the market, but the people are
not aware of the product.
Growth stage: In this stage, the consumers will be aware of the product through the
promotion of the product which can be done in many ways. Then sales will increase.
Despite the fact that Dove Shampoo entered its growth stage later compared to its
competitors, its sales have skyrocketed.

Maturity stage: This is the stage where product sales are at a stable level. Dove both
focuses on giving customers a soft and shiny hair, while constantly launching new
products that give consumers more choices.

Decline stage: This is the time Dove must make changes to their products. At this time,
Dove should have promotions such as buy 1 get 1 free or gifts when buying products. In
addition, Dove also needs to expand its product lines more such as body wash, facial
cleanser, body lotion, ...

II. PRICE
1. Pricing Method: Competition-Based Pricing

Due to late market penetration, Dove has adopted competition-based pricingwith the
aim of gaining market share from competitors. Dove shampoos ofUnilever have the
similar strengths as Pantene of P&G. Both brands are for themiddle class, use for
damaged hair and receive many positive comments fromcustomers. Both products have
similar quality. Therefore, Dove cannot sethigher prices than Pantene without losing
their customers. Instead of that, theprice of Dove shampoos is like Pantene shampoos,
which Dove andPantene cost about 70,000VND and 65,000 VND respectively
for 330mlshampoos. However, compared to other brands such as Rejoice,
Doublerichand Enchanteur, the price of Dove is higher than all of them. Although
Dove’sproducts are priced a bit higher, its qualitative products have been a great helpto
the brand. Besides, women claim that they are willing to spend more moneyon personal
care products that will help in enhancing their beauty

2. Pricing Strategies
a) New-Product pricing strategy

Dove chooses broad strategy of Market - penetration pricingDove is one of the well-
known shampoo brands since its first product launch inVietnam. By reducing the
product's selling price to a lower price thancompetitors at the time of launch,
then with a low price, more people will beknown and willing to try the product. After a
while, this will bring a large amountof customers to the brand.

b) Product Mix Pricing

At Dove, there are two types of competitive pricing strategies. That is:
- Product line pricing:

Product line pricing is pricing different products within the same product range. For
example, Dove's deep moisturizing shower gel (530g) is priced at 123,500 VND, a bit
lower than the Dove moisturizing body wash (530g), Dove skin lightening body wash
(530g), Dove skin regenerating shower gel (530g) for 149,000VND

- Product Bundle pricing:

Bundle pricing means offering a product at a cheaper price if a customer buy more of the
same product line.

For example, a bottle of Dove Damage Repair Shampoo (640g) costs 125,000 VND. If
the Customer buys two bottles, the price will be 230,000 VND As another example, when
a customer buys a bottle of Dove Damage Repair Shampoo (640g) for VND 125,000 and
a bottle of Dove Conditioner (620g) for VND 125,000. If customers buy two bottles, the
price will be 230,000 VND.

c) Price Adjustment Strategies

Promotional Pricing: According to Nielsen 2020, during Covid-19 pandemic, 39%

Vietnamese people tend to purchase from online shopping channels frequently.
Therefore, Dove has immediately adopted promotional pricing to increase their short-run
sales. By using this price strategy. Dove will temporarily price their products below list
price or even below cost. For example, Dove uses flash sales on Shopee to promote
consumer's purchasing with preferential prices. Besides, Dove's shampoo and shower gel
are promotionally priced on Shopee's sale party to attract the young in buying their
products.

III. PLACE
1. Channel Behavior and Organization

Belonging to a large corporation like Unilever seems to be a huge advantage for Dove in
competing on distribution channels with other brands. Therefore, along with the current
market, Dove has applied mainly two distribution systems including Vertical Marketing
System and Multichannel Distribution System.

In the vertical marketing system, we can see that Unilever is a famous corporation in the
whole country and their products appear everywhere in Vietnam. Unilever has become a
leader in the FMCG industry, and the main distribution system used here is the
Administered VMS. Based on this distribution system, Unilever used its power to
influence retailers in the display and promotion of products or pricing policies.
Specifically, Dove products 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,
Dove 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 products on the shelves.

In the past, Dove used only one distribution channel to sell in one market or market
segment, but today, with the diversification of customers, Dove has started using a multi-
channel distribution system as a strategy to reach as many customers as possible. For
older customers, Dove promotes its products through TV ads, banners or through
supermarkets, 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... In addition, instead of buying goods at points of
sale such as Mega Market, Lotte or Guardian and the e-commerce sites, customers can
buy directly at Dove's website in Vietnam.

2. Channel Design Decision

Because of being owned by Unilever, Dove also uses intensive distribution strategy to
provide their product to consumers around the world. Using this strategy means stocking
the product in as many outlets as possible. In Vietnam, Dove's products are not sold by
official agents of the company. Instead, they are displayed from offline to online
channels. For example, Dove's shampoos are distributed and widely sold in almost
supermarkets, grocery stores and E-commerce sites. In the survey launched in 2012 about
the shampoo market in Vietnam, about 51 percent of the total number of consumers
normally buys shampoo in the supermarket, while approximately 29 percent of total
consumers prefer buying in grocery stores (Vinaresearch2012). This shows that Dove not
only adopts successfully this strategy based on Vietnamese buying habits, but also takes
advantage of creating favorable conditions for consumers to buy their products.

IV. PROMOTION
1. Advertising

According to a survey by Dove, more than 60% of women are not confident with their
body. Understanding this, Dove knows how to make all of its advertising campaigns as
close to customers as possible. Dove has no representative faces, no A-list stars in
commercials, the main characters in their advertisement are ordinary women. In its most
recent promotional campaign, Dove used portraits of "real" women instead of the
gorgeous models that are often praised by other brands.

In advertisement to celebrate Vietnamese women's day named "Ngẫu hứng đời thường"
in 2020, the people in the TVC are ordinary Vietnamese women with a variety of
personalities. They can be girls in their twenties, housewives, mothers, businesswomen or
even the women who do manual work. No matter who they are, they all shine with their
own beautiful hair. This meaningful message of Dove has moved many viewers, reached
13 million views on Youtube and once again honored the natural beauty of Vietnamese
women.

In the Vietnam market, besides many effective traditional advertising vehicles such as
TV ads. Print ads, Web ads... Dove is also bolder in collaborating with beauty bloggers,
KOLS or other brands to promote interaction on its social networking sites. In 2020,
Dove Vietnam cooperated with brands such as Shopee, Merzy, and beauty blogger Linh
Truong to promote makeup remover products. The combination of Misoa, An Phuong,
Man Tien and Guardian for deodorant cream. The collaborations through this livestream
have brought about a very good interaction effect on Dove Vietnam's fanpage, with the
livestream reaching the milestone of 23,000 comments and thousands of online viewers.
More than 50% of the comments are mostly positive feedback about Dove products, the
rest are people who intend to use Dove based on those positive feedback.

2. Public Relations

In mid-2018, Dove Vietnam launched a 4-minute TVC with the message: "Being yourself
is easier when you have someone by your side". The content of TVC is three girls with
three different hair stories, always longing for sympathy from their mother. Then through
those confidants, the mothers asked to have the same hair as their daughters. With the
story from the hair, Dove hopes that mother and daughter will always be close friends so
that the girls can be hemselves, knowing that their mother will always understand and
support them. This TVC is considered as one of Dove's best TVCs in the Vietnamese
market up to now because it is a very strong psychological hit to viewers. The proof is
that the views of this video have reached more than 12 million views. 14.000 likes and
hundreds of positive comments. Because of that, Dove has created a very different
impression in the hearts of customers and increased brand's recognition.

3. Personal Selling

Although not as popular as previous tools, personal selling is an option that Dove
considers investing in their booth activations or brand's events. This is a tool helping
reach new audiences that haven't yet interacted with the brand, learn their needs, interests,
and collect consumer feedback. It is also an opportunity for Dove to increase brand
recognition. Personal selling is a chance to bring new experience to customers, affirm
brand value, thereby creating intimacy with them. Although the disadvantage of this tool
is quite expensive, it can reach deeper with the potential customers and expand the target
audience.

4. Sales Promotion
Dove also uses sales promotion to encourage the purchase or sales of a product or a
service in a short time. Examples of sales promotion are found everywhere such as in
magazines, supermarkets or anywhere that attract customer attention. Besides, sales
promotion includes a wide variety of promotion tools designed to stimulate earlier or
stronger market response.

Consumer promotions:

Final buyer is one of the objectives targeted by Dove. For example, in 2020, Dove
launched a series of attractive promotions such as giving out free samples combined with
shampoo to not only encourage their customers to quickly buy the product, but also make
a chance for trying another one. In addition, on annual Black Friday, Dove releases many
attractive coupons on supermarket shelves or on E-commerce channels.

Trade promotions:

Trade promotion can persuade resellers like Lottemart, Coopmart, Bach hoa xanh... to
give them shelf space, promote their product in advertising and push it to consumers.
This is a mutually beneficial agreement guaranteed by offering price-off, allowances and
so on.

5. Push and Pull Strategy

Push: In push strategy, Dove gives many attractive offers to their resellers such as
discounting for huge purchases, offering free goods to retailers and wholesalers or giving
them specialty advertising items like bags and pillows. Besides, the Dove manufacturer
or service provider always has a team of professional staff available such as: sales
support, supervision, area manager... in order to convince the agents to sell their products
to customers. After receiving an offer from Dove, these resellers will promote their
products through advertising, personal selling to grab consumer's attention.

Pull: In the pull marketing strategy, in addition to some meaningful campaigns above
that spread Dove's reputation. Dove also brings customers closer to them with attractive
promotions. Every time Dove launches new products, on major holidays or every time
they want to thank their customers, Dove will have bought 1 get 1 free programs, buy
combos with cheaper prices, gifts included with purchase, and most commonly discount
vouchers on e-commerce platforms. Dove uses this strategy very often in order to capture
customer visibility in supermarkets, markets and grocery stores. Since most Vietnamese
consumers, especially housewives, all prefer to have a gift included every time they buy
an item.

V. PEOPLE
Human Resources & Job Design

The Human Resources Director (HRD) currently heads this department. The major
functions of this department are:

₋ Factory Personnel functions or Industrial

₋ Relations:
 Recruitment, Training and developments, labor welfare
 Personnel Services and Security.

VI. PROCESS
1. Production and Production Management System

In Unilever, the production is done according to company standards and legal

requirement with required quality, quantity, time and cost. Monitoring and managing line
planning is done so that production reach its target. It also ensures occupational safety;
food safety and environmental standards are implemented consistently.

MANAGING QUALITY

Unilever "Code of business principles" is to set out their commitment to provide branded
products and services that are safe and to innovate based on sound science.

They have mandatory policies and standards in places to ensure that they meet this
commitment safety and quality as they are the important and integrate part of their
product design.

Unilever follows different functional level strategies like capacity planning and process
management to gain competitive advantages and sustain it in the long run in the matured
industries. They increase their efficiency through exploiting economies of scale and
learning effects. Adopting different strategies.

Higher customer responsive rate

Continuous innovation

2. Location Strategy

Unilever will sale their respective product through small retail shop and large super shop
in Vietnam.
Thus they have to allocate distributor to each dedicate area where those distributor will
only take care of that particular area.

Each distributor set a goal by the head office and those goal will be divided by the
manager, territory officer and officer of those distributor.

VII. PHYSICAL EVIDENCE

Dove is a brand that offers a range of personal care products, such as soap, body wash,
shampoo, and deodorant, among others. Physical evidence refers to any tangible or
visible element that customers can see, touch, or feel that communicates the brand's value
proposition. In the case of Dove, physical evidence includes:

1. Packaging: The packaging of Dove products is designed to be distinctive, with the

brand's logo prominently displayed on each product. The packaging is often a key
factor in attracting customers to the product.
2. Product design: Dove products are designed to be gentle and moisturizing, with a
focus on nourishing and protecting the skin or hair. The texture, color, and scent of
the products are carefully crafted to appeal to the target market.
3. Product quality: Dove products are made with high-quality ingredients, which
are rigorously tested for safety and efficacy. The brand's commitment to quality is
reflected in the product's performance and durability.
4. Retail environment: The retail environment in which Dove products are sold also
serves as physical evidence. The displays and signage in stores communicate the
brand's message and help to create a cohesive brand image.
5. Advertising: The advertising campaigns for Dove products also serve as physical
evidence. The use of real women in the ads and the focus on promoting a positive
body image reinforces the brand's commitment to empowering women.

è Overall, Dove's physical evidence is designed to communicate the brand's values of

authenticity, quality, and empowerment, and to build trust and loyalty among its
customers.

 SEO Case Study

WHAT WOMEN WANT was a dove initiative for using SEO to create the highest
engaged Hair Care content destination in India.

 Brand insight

Dove, as a brand has for long contained the beauty heritage in the mind of the beauty
aspiring Indian consumers. The Indian beauty market is getting cluttered due to the influx
of newer brands in the segment. Multiple brands arrive, make claims, promise, and often
leave the consumers confused about the right products for them. Trust and belief were
declining among the audience. They were needed to bring relevance to Dove’s hair care
products and engage with the audience. Being surrounded by fashion and beauty brands,
getting women to be loyal and in constant conversation was difficult. But, according to
the studies, women in India, are looking for content that will help them stay beautiful.

 Consumer insight

Women want to be well turned out for every occasion be it hanging out with friends, or a
wedding, or even an everyday corporate do. They also lacked in information sources-
magazines, beauty blogs, etc. the dilemma of ‘deciding what is right for them continued.
No single platform existed to cater all their questions in one place, in a manner they could
trust and rely upon. So, Dove created its website. Space where women can have relevant
and customized conversations about their beauty needs without brands telling them what
to do.

Implementation

Control: Implementation ( advertising)

Control: Implementation ( tv commercial)

- Commercial aired during the Super Bowl 2006

 - Commercial aired on February 2005 and had its worldpremiere as part of
Donald Trump's "The Apprentice".
- Dove Campaign for Real Beauty

Control: Implementation ( websites)

Control: Implementation ( billboards)