Unilever Dove Marketing
Contents
1 Introduction 3
1.1 Company Introduction 3
1.1.1 SWOT Analysis of the Company 3
2 Market Orientation 4
2.1 Product Orientation 4
2.2 Customer Orientation 4
2.3 Branding Orientation 4
2.4 Culture Orientation 5
3 Macro Analysis: PESTEL Analysis 5
3.1 Political 5
3.2 Economic 5
3.3 Social 5
3.4 Technological 5
3.5 Environmental 6
3.6 Legal 6
4 Micro Analysis: Porter’s Five Forces Model 6
4.1 Bargaining Power of Buyers 6
4.2 Bargaining Power of Suppliers 6
4.3 Threat of Substitute Products 6
4.4 Threat of New Entrants 7
4.5 Industry Rivalry 7
5 STP Analysis: Segmentation, Target, Positioning 7
5.1 Segmentation 7
5.2 Targeting 7
5.3 Positioning 7
6 New Product Range 8
6.1 Product 8
6.2 STP Analysis of the Proposed Product 8
6.2.1 Segmentation 8
6.2.2 Target 8
6.2.3 Positioning 8
6.3 Marketing Mix Analysis of the Proposed Product 8
6.3.1 Product 8
6.3.2 Price 9
6.3.3 Promotion 9
6.3.4 Place 9
7 Conclusion 10
8 Bibliography 10
1 Introduction
This paper conducts a strategic marketing analysis of Unilever’s brand, Dove. In this regard it discusses the market orientation of the company from different angles such as product orientation, customer orientation, branding orientation and culture orientation. Moreover, it also undertakes the macro and micro environmental analysis with regards to Dove. In this regard PESTEL analysis and Porter’s Five Forces Model is being utilized. Besides, it is also taken into account that how company segments the market and targets which segment of the market and thus positions its products accordingly. The other half of the paper then proposes a new product and discusses marketing mix elements and the strategy to promote the new product.
1.1 Company Introduction
Dove is a brand owned by Unilever. The latter owns many other personal care, food and beverages brand as well of which Dove is one. At present the company is selling its products in more than 35 countries. Dove was started in 1957 with the
1 Introduction 3
1.1 Company Introduction 3
1.1.1 SWOT Analysis of the Company 3
2 Market Orientation 4
2.1 Product Orientation 4
2.2 Customer Orientation 4
2.3 Branding Orientation 4
2.4 Culture Orientation 5
3 Macro Analysis: PESTEL Analysis 5
3.1 Political 5
3.2 Economic 5
3.3 Social 5
3.4 Technological 5
3.5 Environmental 6
3.6 Legal 6
4 Micro Analysis: Porter’s Five Forces Model 6
4.1 Bargaining Power of Buyers 6
4.2 Bargaining Power of Suppliers 6
4.3 Threat of Substitute Products 6
4.4 Threat of New Entrants 7
4.5 Industry Rivalry 7
5 STP Analysis: Segmentation, Target, Positioning 7
5.1 Segmentation 7
5.2 Targeting 7
5.3 Positioning 7
6 New Product Range 8
6.1 Product 8
6.2 STP Analysis of the Proposed Product 8
6.2.1 Segmentation 8
6.2.2 Target 8
6.2.3 Positioning 8
6.3 Marketing Mix Analysis of the Proposed Product 8
6.3.1 Product 8
6.3.2 Price 9
6.3.3 Promotion 9
6.3.4 Place 9
7 Conclusion 10
8 Bibliography 10
1 Introduction
This paper conducts a strategic marketing analysis of Unilever’s brand, Dove. In this regard it discusses the market orientation of the company from different angles such as product orientation, customer orientation, branding orientation and culture orientation. Moreover, it also undertakes the macro and micro environmental analysis with regards to Dove. In this regard PESTEL analysis and Porter’s Five Forces Model is being utilized. Besides, it is also taken into account that how company segments the market and targets which segment of the market and thus positions its products accordingly. The other half of the paper then proposes a new product and discusses marketing mix elements and the strategy to promote the new product.
1.1 Company Introduction
Dove is a brand owned by Unilever. The latter owns many other personal care, food and beverages brand as well of which Dove is one. At present the company is selling its products in more than 35 countries. Dove was started in 1957 with the
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