Marketing Management

Course Code: 311

“Marketing Plan: Dove Soap”

Submitted To-
Dr. Mijanur Rahman
Professor
Department of Marketing
University of Dhaka

Submitted By-
Farhana Rahaman
Roll: 74, Section: B
Batch: 27th
Department of Marketing
University of Dhaka

Date of Submission: 18-02-2024

 Marketing Plan of Dove Soap

Dove soap is a product of Unilever Bangladesh Limited (UBL). UBL is the country’s leading
Fast-Moving Consumer Goods company with a multinational heritage that operates across
the country through its four diversified strategic business units. Dove premium beauty soap
from the house of UBL, offers the best quality and value for money. Its attractive design,
long-lasting performance, and good quality made it a brand of choice in the market.
Considering the increased hygiene consciousness among the people, it takes place in the mind
of the customer.

Current Marketing Situation:

From the last update in January 2022, Dove soap remained a prominent brand known for its
focus on moisturizing and gentle skincare. However, for the most current marketing situation
of Dove soap in 2024, we would need to refer to recent market research reports, industry
news, and the brand's official communications. These sources would provide insights into
Dove's marketing strategies, campaigns, product launches, and any shifts in its positioning
within the skincare market.

Opportunity and issue analysis:

The market of Dove soap is growing day by day. Such as-
Brand Reputation:
Dove has built a strong reputation for producing high-quality skincare products over the
years. Its focus on moisturizing and gentle formulas has attracted a loyal customer base.
Product Innovation:
Dove continuously innovates its products to meet evolving consumer needs and preferences.
They often introduce new formulations, scents, and packaging to keep their offerings fresh
and appealing.
Effective Marketing:
Dove's marketing campaigns often emphasize inclusivity, body positivity, and diversity,
which resonate with consumers worldwide. These campaigns create an emotional connection
with customers and enhance brand loyalty.
Health and Hygiene Awareness:
With increasing health and hygiene awareness globally, there's a growing demand for
skincare products like Dove soap that are perceived as safe and effective for daily use.
Distribution Channels:
Dove products are widely available through various distribution channels, including
supermarkets, pharmacies, online retailers, and direct sales, making them easily accessible to
consumers.
Positive Word of Mouth:
Satisfied customers often recommend Dove products to friends and family, contributing to
organic growth and expanding market reach.
Overall, Dove's focus on product quality, effective marketing, and meeting consumer needs
has contributed to its continuous growth in the market.

Dove soap’s SWAT analysis evaluates the brand by its strength and weakness which are the
internal factors along with opportunity and threat which are the external factors.
Strengths:
 Market leader of soap product in Bangladesh.
 Use of natural ingredients like milk.
 Clean body and face properly.
 Good advertising, brand visibility and excellent distribution.
Weakness:
 Price of product
 Limited varieties
Opportunities:
 Brand Reputation
 Good quality
 Effective marketing
Threats:
 Price sensitive and Volume Driven Market Segment
 Continuous product development essential

Objectives:
Dove soap’s financial objectives are to –
  Earn an annual rate of return on investment of 12 percent after taxes over the next five
years.
 Produce net profits of $4 million next year with a target profit margin of 10 percent on
total sales.
 Achieve first-year total sales revenue of $40 million, based on an average price of
130tk per unit.

Dove soap’s Marketing objectives are to –

 Achieve a first-year unit sales volume of 12 crore, which represents a projected
market share of 25% with one model in the product line.
 Increased second-year share to 10 percent, based on sales of two models in the
product line.
 Generate at least 45 percent product and brand awareness within the consumer target
market by the end of next year.
 Arrange for intensive distribution through online and offline.

Marketing Strategy:
Dove's marketing strategy revolves around its "Real Beauty" campaign, which emphasizes
inclusivity and self-esteem. Key elements include:
Real Beauty Campaign:
Dove promotes diverse representations of beauty, challenging traditional beauty standards.
Their advertisements often feature women of various ages, sizes, shapes, and ethnicities.
Emotional Appeal:
Dove focuses on emotions rather than just product features, aiming to resonate with
consumers on a deeper level by highlighting themes of self-acceptance and confidence.
Social Responsibility:
Dove integrates social responsibility into its brand image, supporting initiatives related to
women's empowerment, body positivity, and self-esteem.
Authenticity:
Dove strives to maintain authenticity in its messaging, fostering trust among consumers by
promoting realistic portrayals of beauty and using real people in its advertisements.
Engagement and Interaction:
Dove engages with its audience through social media, encouraging conversations around
body image and self-esteem. This interaction helps to build a loyal community around the
brand.

Product Innovation:
While focusing on its brand message, Dove continues to innovate its product line, introducing
variations tailored to different skin types and needs while maintaining its core values.
Overall, Dove's marketing strategy aims to create a meaningful connection with consumers
by promoting a positive self-image and embracing diversity and inclusivity.

Action Programs:
Dove, a well-known personal care brand, has several action programs aimed at promoting
self-esteem, body positivity, and sustainability. Some of Dove's key action programs include:
Dove Self-Esteem Project:
This initiative focuses on building positive self-esteem and body confidence in young people
around the world. It provides educational resources, workshops, and online tools to empower
individuals to develop a positive relationship with their bodies.
Real Beauty Campaign:
Dove's Real Beauty Campaign challenges conventional beauty standards and celebrates
diversity in beauty. Through advertising, social media, and various campaigns, Dove aims to
showcase real people of different shapes, sizes, ages, and ethnicities, promoting a more
inclusive definition of beauty.
Dove Men+Care:
Dove Men+Care is a range of products designed specifically for men's grooming needs. The
brand emphasizes caring for oneself and others, highlighting the importance of masculinity
which includes vulnerability and emotional care.
Sustainability Initiatives:
Dove is committed to reducing its environmental impact. The brand has various sustainability
initiatives focused on reducing plastic waste, sourcing responsibly, and promoting recycling.
For example, Dove aims to use 100% recycled plastic in its bottles and packaging by a
certain target year. These action programs reflect Dove's commitment to promoting self-
confidence, inclusivity, and sustainability across its product lines and brand messaging.

Financial Projection:
Total first-year sales revenue is projected at $40 million, with an average retail price of 170tk
per unit, variable cost per unit of 90 takas on unit sales volume of 9 crores, and target profit
margin of 10 percent. Every quarter, Dove soap projects sales of $6 million, $9 million, $10
million, and $15 million based on cumulatively higher business sales and a spike in year-end
consumer sales. Each action program carries its financial assumptions, as well as managerial
assignments and scheduling details. In turn, these financial projections lay the foundation for
planning in the manufacturing, human resources, research and development, and finance and
accounting departments.

Implementation Controls:
This marketing plan includes a detailed budget, schedule, and managerial assignment for
every action program. For control purposes, the plan also allows for month by month
comparison of actual versus projected sales and expenses. A contingency plan has been
developed for implementation in the case of severe downward pricing pressure