Microenvironment
The Company
Since 2017, Mrs Nguyen Thi Bich Van has served as the chairman of Unilever Vietnam, bringing over 25 years of experience with the company Her leadership has been instrumental in designing management plans that promote effective collaboration among departments Together with 1,500 dedicated employees, she works tirelessly to fulfill Unilever’s mission of “Striving for a better Vietnam.”
Unilever's R&D centers focus on innovating and enhancing products to satisfy Vietnamese consumers, investing over $300 million in the Vietnam market This significant investment has led to increased recognition of Unilever's products, such as Dove shampoo, among the Vietnamese population.
The Supplier
Dove maintains a robust network of dependable raw material suppliers, enabling the company to effectively navigate supply chain challenges Collaborating with industry leaders Firmenich and Givaudan, both Swiss multinationals and the world's largest flavor and fragrance manufacturers since 2017, enhances Dove's product offerings Additionally, in Vietnam, Unilever, Dove's parent company, sources essential raw materials from Vinachem, further strengthening its supply chain.
Figure 1 First chairwomen of Unilever Vietnam
This article analyzes Dove's marketing strategy in the Vietnamese market, focusing on key principles of marketing It highlights the importance of understanding local consumer behavior and preferences to tailor effective marketing campaigns Additionally, the analysis proposes strategies for enhancing brand visibility and engagement in Vietnam By collaborating with local suppliers, Dove can ensure a consistent and sustainable supply of production materials, which is crucial for long-term success in the region.
Intermediaries
Unilever boasts over 150 distributors and 300,000 retailers across Vietnam, including major supermarket chains such as Lottemart, Coopmart, GO, and Mega Market In addition to these large markets, Dove products are available at retailers like Vinmart, Bach Hoa Xanh, Circle K, and various local grocery stores Recently, Dove has also expanded its reach through a robust network of e-retailers, including popular platforms like Shopee, Lazada, and Tiki.
Figure 4 Popular E-commerce Figure 2 Supermarket in Vietnam Figure 3 Convenience store in Vietnam
This article focuses on analyzing the marketing strategy of Doves in the Vietnamese market, emphasizing the principles of marketing It provides insights into the unique characteristics of the Vietnamese consumer landscape and discusses how Doves can effectively position its brand The analysis includes proposals for enhancing brand visibility and engagement through targeted marketing tactics tailored to local preferences By understanding the dynamics of the Vietnamese market, Doves can refine its strategies to achieve greater success and customer loyalty.
Unilever primarily utilizes trucks and containers for transportation, having established Lever Haso and Lever Viso in 1995 to produce and distribute affordable personal care products for Vietnamese consumers Their goal is to ensure product accessibility across all regions, including mountainous and rural areas throughout Vietnam.
Although Unilever has their own Marketing department, they still cooperate with many prestigious agencies such as WPP, Omnicom and Interpublic
Competitors
Dove's pricing in its product segment is notably higher than that of key competitors such as Clear and Sunsilk, presenting a considerable challenge for Dove in the Vietnamese market.
This article analyzes the marketing strategy of Doves in the Vietnamese market, focusing on key principles of marketing It evaluates the effectiveness of current strategies and provides actionable proposals for improvement By understanding local consumer behavior and preferences, Doves can enhance its market presence and drive sales growth in Vietnam The analysis highlights the importance of adapting marketing approaches to align with cultural nuances and market dynamics, ultimately aiming for a more successful engagement with Vietnamese consumers.
Vietnam's hot and humid climate, characterized by high temperatures, creates a significant demand for effective dandruff-cleaning shampoos While Dove emphasizes restoration and hydration, Clear has swiftly introduced a range of anti-dandruff and cooling shampoos, leading to its dominance in the central and southern Vietnamese markets.
Despite its "Real Beauty" tagline, Dove lacks a significant slogan that resonates with Vietnamese consumers In contrast, Sunsilk enhances its brand credibility by featuring experts in its TV commercials, effectively standing out in a crowded hair care market This highlights the necessity for Dove to invest more in television advertising to expand its reach among a broader audience.
Figure 5 A survey made by Q&Me
This article analyzes the marketing strategies of Dove in the Vietnamese market, focusing on key principles of marketing It evaluates the effectiveness of Dove's approach and proposes recommendations for enhancing brand presence and consumer engagement in Vietnam By understanding local consumer behavior and preferences, Dove can tailor its marketing efforts to better resonate with the Vietnamese audience, ultimately driving brand loyalty and sales growth.
Publics
In 2017, Dove faced backlash for a controversial shower gel advertisement featuring a black girl who transforms into a white girl after removing her shirt, prompting accusations of racism and calls for a boycott This incident led to significant public outrage, forcing Dove to rename its popular skin-lightening product in India from "Fair & Lovely" to "Glow & Lovely" to address negative stereotypes associated with dark skin The scandal highlighted the critical importance of public perception and response to the brand's image.
Customers
Dove prioritizes customer-centricity, focusing on two key market segments: resellers and consumers Their products cater to both men and women across various age groups, with a significant portion of their consumer base consisting of young, independent, and affluent women.
18 and 34 Customer-centricity is Dove's guiding principle The brand has launched many campaigns over the last decades to educate customers about
Dove's marketing strategy in the Vietnamese market focuses on reshaping social perceptions, particularly regarding women's beauty standards By emphasizing both physical and emotional well-being, Dove aims to create a positive impact through its products This approach not only resonates with consumers but also fosters a deeper connection with the brand, making it a leader in promoting self-esteem and body positivity.
Vietnam's population is approximately 98 million, with 68% aged 15-64 and half under 34, indicating a young and robust labor force, which presents significant growth opportunities for Dove As of April 2019, the country had 830 urban centers, with an urbanization rate projected to reach 40% by the end of that year, reflecting a shift towards urban living This trend allows Dove to capitalize on the growing consumer base in urban areas, leading to increased production in key cities like Hanoi and Ho Chi Minh City to meet the rising demand.
The Vietnamese economy is rapidly changing with remarkable speed In Covid
19, Vietnam’s economy has remained resilient, expanding by 2.9% in 2020,
Macroenvironment
Demographic environment
Vietnam's population is approximately 98 million, with 68% aged between 15 and 64, highlighting a youthful demographic and a substantial labor force that presents significant growth opportunities for Dove By April 2019, the number of urban centers reached 830, and the urbanization rate was projected to hit 40%, indicating a strong shift towards urban living This trend allows Dove to leverage a growing consumer base in urban areas, particularly in Hanoi and Ho Chi Minh City, where the company is increasing output to meet rising demand.
Economic environment
The Vietnamese economy is rapidly changing with remarkable speed In Covid
19, Vietnam’s economy has remained resilient, expanding by 2.9% in 2020,
Vietnam's market is experiencing significant growth, with an expected increase of 6.5% in 2021 Despite reduced spending on food services, travel, luxury shopping, and entertainment, there is a rising demand for healthcare and personal hygiene products among Vietnamese consumers Research by Nielsen Vietnam in 2020 highlighted that the personal care product category saw increased consumption during the Covid-19 pandemic Additionally, as living standards improve in major cities, consumers are prioritizing quality over price for personal care products.
Natural environment
Dove emphasizes the importance of agricultural raw materials in its production process, highlighting the critical role of the natural environment With growing concerns about environmental sustainability and the rapid depletion of nonrenewable resources like oil, coal, and natural gas, Dove is taking proactive measures The company is shifting its product transportation from road to rail and sea to minimize environmental impact Additionally, in response to ecological concerns, Dove is investing in sustainable plastic alternatives and innovative packaging solutions to reduce reliance on virgin plastic.
The Technological environment
Unilever leverages advanced science and technology to deliver affordable products to consumers quickly, enhancing its reputation and driving substantial profitability growth.
In the era of 4.0 technology, technological innovation is crucial for product success, serving as a key factor in Dove's competitiveness against larger rivals Dove is particularly focused on leveraging advancements to enhance its market position.
This article analyzes the marketing strategy of Doves in the Vietnamese market, focusing on key principles of marketing It examines the effectiveness of current strategies and proposes actionable recommendations to enhance market presence and consumer engagement in Vietnam By understanding local consumer behavior and preferences, Doves can tailor its marketing efforts to achieve better results and strengthen brand loyalty.
Research and Development professionals and dermatologists to develop advanced technologies and ingredients for signature Dove care.
Cultural environment
Vietnamese women have long admired black, long, bouncy hair and smooth, bright skin, symbolizing Asian beauty As society evolves, the preference for natural beauty elements has grown among women In response to this trend, Dove has actively promoted its products through mass media to connect with Vietnamese consumers A notable launch is the Dove Nourishing Secret line, featuring lotus extract and rice water, which are traditional natural ingredients cherished in Vietnam.
Political and social environment
In response to the influx of foreign brands in Vietnam, the government has implemented several laws aimed at promoting the purchase of domestic products These initiatives encourage Vietnamese citizens to support local businesses by choosing Vietnamese goods over imported alternatives.
"Vietnamese people use Vietnamese goods" program These laws have a significant impact on how customers shop
In 2010, Unilever collaborated with the Vietnamese government to implement its Sustainable Development Plan (USLP), focusing on doubling growth while halving environmental impact and enhancing social benefits The plan aims to improve the lives of 20 million people in Vietnam by promoting better sanitation and health, reducing the environmental footprint of production and commercial activities, and encouraging sustainable product consumption.
This article analyzes the marketing strategy of Doves in the Vietnamese market, focusing on key principles of marketing It explores the unique challenges and opportunities present in Vietnam, providing insights into consumer behavior and preferences Additionally, the article proposes actionable recommendations to enhance Doves' market presence and effectiveness in reaching its target audience By aligning marketing strategies with local cultural nuances, Doves can strengthen its brand and drive sales growth in Vietnam.
Both urban and rural area
CHILDREN TEENAGER ADULTS MIDDLE-AGE
10 years old 13-17 years old 18-40 years old 40-65 years old
Gender Male and female Female Female
Income Financially dependent Financially dependent Middle to high
Status Single/Dating Single/Dating/Marri- ed/Have kids
Married/Have kids or grandchild
Student Student Student/Working Working/retire
Social Class Financially dependent Middle and upper class
Lifestyle Depend on their parents Energetic, pay more attention to their Busy with work and Busy with work
Segmentation
This article analyzes the marketing strategies of Doves in the Vietnamese market, highlighting key principles of marketing It explores the unique characteristics of the Vietnamese consumer landscape and proposes tailored marketing approaches to enhance brand engagement and market penetration By understanding local consumer behavior and preferences, Doves can effectively position its products, ultimately driving growth and brand loyalty in Vietnam.
Open-minded and family Stable Healthy
Like eye- catching product, cartoon character
Depend on their parents Medium Medium High
Occasion Depend on their parents
Daily use, sale-off, gift on Teacher’s/Mother’s Day
Daily use, sale-off, gift for coworker
Daily use, sale- off, gift
E-commerce platforms, convenience stores, supermarket
Online, supermarket, grocery store, market
User status Mostly first-time users
Potential users First-time users Regular users
Usage rate Quite high Medium to high Medium to high
(switch and gain experiences by using different products)
This article analyzes the marketing strategies of Dove within the Vietnamese market, focusing on key principles of marketing It examines the effectiveness of Dove's current approach and offers strategic proposals for enhancing brand presence and consumer engagement in Vietnam By understanding local market dynamics, the article aims to provide actionable insights that align with Dove's overall marketing objectives.
Nourish bouncy and lustrous hair
Long lasting scent, take care and keep color for chemically treated
Treat hair loss, long lasting and relaxing scent, nourishing hair
Dove employs a differentiated marketing strategy to offer a diverse array of products tailored to various skin and hair concerns across different genders and age groups In the shampoo and body wash categories, Dove features three distinct lines designed specifically for men, women, and babies Notably, the women's shampoo range includes five primary types to cater to specific needs.
- "Dove nutritive solutions intensive repair" for women with weak, split ends, damaged hair
- "Dove nutritive solutions oxygen moisture" is suitable for dry and flat hair, helps to nourish hair soft, bouncy but not sticky.
- "Dove nourishing secrets thickening ritual" for thin, flat hair, helps to moisturize and plump hair.
- "Dove nourishing secrets glowing ritual" is suitable for handling dry, frizzy hair, making it shiny and straight.
- "Dove nourishing secrets hair boost ritual" helps protect hair from damage and breakage, for naturally strong hair.
Targeting
Target Strategy
Dove employs a differentiated marketing strategy to offer a diverse array of products tailored to various skin and hair concerns across different genders and age groups In the shampoo and body wash categories, Dove features three distinct lines designed specifically for men, women, and babies Notably, their women's shampoo range includes five primary types to address specific needs.
- "Dove nutritive solutions intensive repair" for women with weak, split ends, damaged hair
- "Dove nutritive solutions oxygen moisture" is suitable for dry and flat hair, helps to nourish hair soft, bouncy but not sticky.
- "Dove nourishing secrets thickening ritual" for thin, flat hair, helps to moisturize and plump hair.
- "Dove nourishing secrets glowing ritual" is suitable for handling dry, frizzy hair, making it shiny and straight.
- "Dove nourishing secrets hair boost ritual" helps protect hair from damage and breakage, for naturally strong hair.
This article analyzes the marketing strategy of Doves in the Vietnamese market, focusing on key principles of marketing It evaluates current market trends and consumer behavior, identifying opportunities for growth and improvement The analysis aims to provide actionable proposals to enhance Doves' market presence in Vietnam, ensuring alignment with local preferences and competitive dynamics.
Based on 5 different types of shampoos being sold in the Vietnamese market,Dove is using differentiated marketing to reach a diverse range of customers and dominate the shampoo market.
Target market
Dove primarily targets women aged 20 to 45 who are financially independent and possess a middle to high income, focusing on those who value their appearance and are willing to invest in beauty products With a higher price point compared to competitors, Dove's offerings are more accessible to women with a higher average income This demographic often includes mothers or those planning to have children, a stage in life where they may experience changes in their skin and hair, making Dove's products a suitable solution for their beauty needs.
Dove offers a high-quality product line at a reasonable price, making it an appealing choice for consumers In contrast, Tresemme is perceived as high quality but comes with a significantly higher price tag An online survey reveals that Dove's popularity among female customers stands at only 15% Meanwhile, mid-priced, high-quality shampoos like Clear and Sunsilk have captured a larger market share, accounting for 22% of consumer preference.
18 percent of the market, respectively Dove needs to develop even more to
The analysis of Doves' marketing strategy in the Vietnamese market highlights the importance of understanding local consumer preferences and competitive dynamics To succeed in this environment, Doves must focus on delivering high-quality products at competitive prices, as their competitors have effectively attracted customers by prioritizing value Proposals for enhancing Doves' market position should include tailored marketing campaigns that resonate with Vietnamese consumers and strategies to improve product accessibility and affordability By addressing these factors, Doves can strengthen its competitive edge and foster long-term customer loyalty in Vietnam.
Dove has established itself as a brand that champions realistic beauty standards, fostering self-confidence, self-esteem, and self-acceptance among consumers By providing Vietnamese women with genuine experiences and values, Dove aims to awaken the beauty inherent in each individual Unlike its competitors, Dove emphasizes the importance of recognizing true beauty rather than striving for unattainable ideals This authentic approach has set Dove apart in its category, granting it a competitive edge through a smart positioning strategy As one observer noted, “Dove is an oasis of calm in a sea of hysterical voices telling women to obsess over their imperfections.”
Product
Type of product
Dove's personal care products are designed for everyday use, making them convenient choices for consumers These items are typically purchased with minimal planning and comparison, reflecting their essential role in meeting regular human needs.
Individual product and service decision
Dove emphasizes its unique product attributes, establishing a strong market position by promoting its moisturizing, milky cream formula that features a soft lather and minimal fragrance, ensuring no side effects Each product is designed with benign and mild ingredients, while the brand's name, tagline, and logo reflect a commitment to feminine simplicity, effectively capturing the attention of women.
DOVE, symbolizing peace, happiness, and pure beauty, is a bird that resonates with many Its simple and memorable name appeals to women who value beauty and femininity.
"DOVE" embodies the essence of the brand and its product identity, remaining a strong presence in the market for over 50 years The name consistently reflects the company's core values established from its inception: nurturing genuine beauty and honoring women.
This article analyzes the marketing strategy of Doves in the Vietnamese market, focusing on key principles of marketing It explores the unique challenges and opportunities present in Vietnam, offering strategic proposals to enhance Doves' market presence By understanding consumer behavior and preferences in this region, the article aims to provide actionable insights for effective marketing practices tailored to the Vietnamese audience.
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.
Dove is renowned among customers for its slogan "Vietnam's No.1 Damaged Hair Care Shampoo," which resonates deeply with Vietnamese consumers who often make purchasing decisions based on popular opinion, emotions, and expert recommendations This effective slogan has been consistently utilized in various campaigns, enhancing Dove's brand value and customer appeal Consequently, Dove continues to rank among the top 10 most trusted shampoos among Vietnamese women.
Dove exemplifies a successful Brand Extension strategy, enhancing its influence beyond traditional skin and hair care products Initially recognized for its soaps, Dove has diversified its offerings to include a range of fast-moving personal beauty items such as shampoos, body washes, conditioners, deodorants, and facial cleansers Expanding its target market, Dove now caters to men with Dove Men+Care and infants with Baby Dove Despite the inherent risks of brand extension, this approach has significantly benefited Dove by improving brand image, increasing customer recognition, and providing a wider variety of choices for its consumers.
The analysis of Doves' marketing strategy in the Vietnamese market highlights key principles of marketing that are essential for success By understanding local consumer behavior and preferences, Doves can tailor its approach to effectively engage the target audience Proposals for enhancing brand visibility and market penetration include leveraging digital marketing channels and building strong community relationships Additionally, focusing on sustainability and ethical practices can resonate well with Vietnamese consumers, further strengthening brand loyalty Implementing these strategies will position Doves favorably in a competitive landscape.
Dove effectively utilizes a Line Extension strategy by offering a diverse range of shampoo products tailored to various hair conditions, along with shower gels and conditioners available in different sizes and weights to meet individual customer needs This approach demonstrates Dove's ability to leverage its strong brand reputation and conduct thorough customer research to develop appropriate product lines.
Product mix
Number of different product lines carried by Unilever are divided in 5 main lines of products
Body washes Deodorant Shampoo Conditioner Facial Cleansers
Body washes Deodorant Shampoo Conditioner Facial Cleansers
This article analyzes the marketing strategy of Doves in the Vietnamese market, focusing on key principles of marketing It examines the unique challenges and opportunities present in Vietnam, providing actionable proposals to enhance Doves' market presence By understanding consumer behavior and local market dynamics, the analysis aims to inform strategic decisions that align with Doves' brand values and objectives in Vietnam.
This article analyzes the marketing strategies of Doves in the Vietnamese market, focusing on key principles of marketing It evaluates current market trends, consumer behavior, and competitive dynamics in Vietnam Based on this analysis, the article proposes tailored marketing strategies to enhance Doves' brand presence and effectiveness in the region By understanding the unique characteristics of the Vietnamese market, the proposals aim to optimize Doves' marketing efforts and drive growth.
Product Life Cycle
• Introduction stage: The products have been launched in the market but the people are not aware of the product
This article analyzes the marketing strategy of Doves in the Vietnamese market, focusing on key principles of marketing It evaluates the effectiveness of current strategies and provides actionable proposals for improvement By understanding consumer behavior and market dynamics in Vietnam, Doves can enhance its brand presence and drive sales growth The analysis emphasizes the importance of adapting marketing approaches to local preferences and cultural nuances to achieve success in this competitive landscape.
During the growth stage, consumer awareness of a product is heightened through various promotional strategies, leading to increased sales Although Dove Shampoo entered this phase later than its competitors, it has experienced a remarkable surge in sales.
• 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 has to make changes to their products.
Dove should consider implementing promotions like buy one get one free or offering gifts with purchases to attract more customers Additionally, expanding its product lines to include items such as body wash, facial cleansers, and body lotions would enhance its market appeal and meet diverse consumer needs.
Figure 8 Dove’s Product Life Cycle
The marketing strategy analysis of Doves in the Vietnamese market reveals key insights into consumer behavior and preferences Understanding local market dynamics is essential for effective positioning and branding By identifying target demographics and leveraging cultural nuances, Doves can enhance its market presence Strategic proposals should focus on tailored marketing campaigns that resonate with Vietnamese consumers, utilizing both traditional and digital platforms to maximize reach and engagement Continuous evaluation and adaptation of marketing strategies will ensure sustained growth and competitiveness in the evolving Vietnamese market.
Price
Pricing Method
Dove, facing late market entry, has implemented competition-based pricing to capture market share from rivals Unilever's Dove shampoos and P&G's Pantene target the middle-class demographic, focusing on damaged hair care and receiving favorable customer feedback With comparable quality, Dove cannot price its products higher than Pantene without risking customer loss; thus, both brands are priced similarly at approximately 70,000 VND for Dove and 65,000 VND for Pantene for 330ml bottles In contrast, Dove's pricing is higher than brands like Rejoice, Doublerich, and Enchanteur Despite the slightly elevated price, Dove’s quality has significantly contributed to its brand strength, as women express a willingness to invest more in personal care products that enhance their beauty.
Pricing Strategies
Dove has established itself as a leading shampoo brand in Vietnam since its initial product launch By strategically lowering its selling price below that of competitors, Dove attracted a larger customer base willing to try the product This pricing strategy effectively increased brand awareness and ultimately resulted in a significant influx of loyal customers.
At Dove, there are two types of competitive pricing strategies That is:
This article analyzes the marketing strategy of Doves in the Vietnamese market, focusing on key principles of marketing It examines the effectiveness of current strategies and offers proposals for improvement By understanding local consumer behavior and preferences, Doves can enhance its market presence in Vietnam The analysis emphasizes the importance of tailored marketing approaches to meet the unique demands of Vietnamese consumers.
Product line pricing involves setting different prices for various products within the same category For instance, Dove offers its deep moisturizing shower gel (530g) at a price of 123,500 VND, which is slightly lower than the prices of its other products in the range, such as the Dove moisturizing body wash (530g), Dove skin lightening body wash (530g), and Dove skin regenerating shower gel (530g), all priced at 149,000 VND.
Bundle pricing means offering a product at a cheaper price if a customer buys 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.
When purchasing a bottle of Dove Damage Repair Shampoo (640g) for VND 125,000 and a bottle of Dove Conditioner (620g) for the same price, customers can take advantage of a special offer By buying two bottles, the total cost is reduced to VND 230,000, providing an excellent value for those looking to enhance their hair care routine.
During the Covid-19 pandemic, 39% of Vietnamese consumers increased their online shopping frequency, prompting Dove to implement promotional pricing strategies to boost short-term sales This approach involves temporarily lowering prices below the list price or even below cost, exemplified by Dove's flash sales on Shopee, which offer preferential pricing to encourage purchases Additionally, Dove's shampoo and shower gel are strategically priced during Shopee's sales events to attract a younger demographic.
This article analyzes the marketing strategy of Doves within the Vietnamese market, focusing on key principles of marketing It evaluates current market trends, consumer behavior, and competitive landscape to identify opportunities for growth The analysis aims to provide actionable proposals that enhance Doves' market presence and effectiveness in Vietnam, ensuring alignment with local preferences and cultural nuances.
Place
Channel Design Decision
Dove, owned by Unilever, employs an intensive distribution strategy to ensure its products are accessible worldwide, including Vietnam, where they are sold through various channels rather than official agents Dove shampoos are prominently available in supermarkets, grocery stores, and e-commerce platforms A 2012 survey indicated that 51% of consumers in Vietnam typically purchase shampoo from supermarkets, while 29% prefer grocery stores, highlighting Dove's effective alignment with local shopping habits and its commitment to facilitating easy access for consumers.
This article analyzes the marketing strategy of Dove in the Vietnamese market, focusing on key principles of marketing It examines the effectiveness of Dove's approach and provides actionable proposals for enhancing its presence in Vietnam By understanding local consumer behavior and preferences, Dove can tailor its marketing efforts to better resonate with the Vietnamese audience, ultimately driving brand loyalty and sales growth.
Promotion
Promotion Mix
According to a survey by Dove, more than 60% of women are not confident with their body.
Dove's advertising strategy focuses on authenticity by featuring everyday women rather than celebrities or idealized models Their latest campaign highlights "real" women through portraits, setting them apart from brands that typically showcase conventional beauty This approach resonates with customers, reinforcing Dove's commitment to relatable and inclusive representation in their marketing efforts.
In the 2020 advertisement celebrating Vietnamese Women's Day titled “Ngẫu hứng đời thường,” Dove features ordinary Vietnamese women from various backgrounds, including young girls, housewives, mothers, businesswomen, and manual laborers Each woman showcases her unique personality and shines with beautiful hair, conveying a powerful message of empowerment and self-acceptance This heartfelt tribute resonated with audiences, achieving over 13 million views.
Youtube and once again honored the natural beauty of Vietnamese women.
In the Vietnam market, besides many effective
Figure 9 "Ngẫu hứng đời thường" campaign to celebrate Vietnamese women's day
Figure 10 Beauty blogger An Phuong cooperates
Dove's marketing strategy in the Vietnamese market effectively combines traditional advertising methods, such as TV and print ads, with innovative collaborations involving beauty bloggers and key opinion leaders (KOLs) In 2020, Dove Vietnam partnered with brands like Shopee and Merzy, as well as beauty influencer Linh Truong, to promote their makeup remover products Additionally, collaborations with Misoa, An Phuong, Man Tien, and Guardian for deodorant cream resulted in significant engagement on Dove Vietnam's social media platforms, achieving over 23,000 comments during a livestream event More than 50% of these comments were positive feedback about Dove products, indicating a strong interest among viewers to try Dove based on the favorable reviews shared.
In mid-2018, Dove Vietnam launched a 4-minute TVC with the message:
"Embracing your true self becomes simpler with a supportive companion In our TVC, three girls with unique hair journeys seek understanding from their mothers Through heartfelt conversations, the mothers express a desire to mirror their daughters' hairstyles Dove aims to strengthen the bond between mothers and daughters, fostering a friendship that encourages girls to confidently embrace their individuality."
Dove's marketing strategy in the Vietnamese market has proven to be highly effective, particularly through its impactful television commercial (TVC) that resonates deeply with viewers This advertisement emphasizes the brand's commitment to understanding and supporting its audience, leading to a significant emotional connection The TVC has garnered over 12 million views, 14,000 likes, and numerous positive comments, showcasing its strong psychological appeal As a result, Dove has successfully enhanced its brand recognition and established a lasting impression in the hearts of customers in Vietnam.
In 2020, Dove continues to make an impression in the community with the campaign
The "Courage is Beautiful" campaign celebrates the bravery of doctors and nurses battling the Covid-19 pandemic, highlighting the marks left on their faces by masks as symbols of heroism Rather than concealing these marks, Dove aims to redefine them as representations of beauty and resilience, emphasizing the true essence of courage in the face of adversity.
Figure 11 Dove meaningful advertisement about mother and daughter in 2018
Figure 12 Dove’s humanitarian campaign about the spirit of doctors and nurses during the pandemic
Dove's marketing strategy in the Vietnamese market focuses on promoting spiritual values by encouraging women to embrace their self-confidence and natural beauty Rather than relying on billion-dollar campaigns or overt sponsorships, Dove effectively enhances its brand image through meaningful communication, resulting in positive public relations and increased visibility in newspapers and magazines This approach not only resonates with consumers but also reinforces Dove's commitment to empowering women, ultimately creating a lasting impression.
Dove is exploring personal selling as a strategic investment in their booth activations and brand events, aiming to engage new audiences who have yet to connect with the brand This approach allows Dove to understand consumer needs and interests while gathering valuable feedback, ultimately enhancing brand recognition By offering a unique customer experience, personal selling reinforces Dove's brand value and fosters a closer relationship with consumers Despite its higher costs, this tool has the potential to reach deeper into target markets and broaden the audience base.
This article provides a comprehensive analysis of Doves' marketing strategy in the Vietnamese market, focusing on key principles of marketing It examines the effectiveness of current strategies and offers actionable proposals for improvement By understanding consumer behavior and market trends in Vietnam, Doves can enhance its brand presence and drive sales The analysis highlights the importance of adapting marketing tactics to local preferences and cultural nuances, ensuring a more resonant connection with Vietnamese consumers.
Dove effectively utilizes sales promotions to drive quick purchases of its products and services These promotions are prevalent in various channels, including magazines and supermarkets, capturing customer attention Moreover, Dove employs a diverse range of promotional tools aimed at eliciting immediate and robust responses from the market.
Dove aims to engage the final buyer by implementing strategic promotions, such as offering free samples alongside shampoo in 2020 to incentivize quick purchases and encourage product trials Additionally, during the annual Black Friday sales, Dove provides appealing coupons both in supermarkets and on e-commerce platforms, enhancing customer attraction and boosting sales.
Trade promotions effectively encourage resellers such as Lottemart, Coopmart, and Bach Hoa Xanh to allocate shelf space for products, enhance advertising efforts, and drive consumer engagement These promotions create mutually beneficial agreements by providing incentives like price discounts and allowances.
Promotion Mix Strategies
Dove employs a push strategy by providing enticing offers to resellers, including discounts on bulk purchases, free goods for retailers and wholesalers, and promotional items like bags and pillows Additionally, Dove ensures a dedicated team of professional staff is available for sales support, enhancing the overall effectiveness of their distribution efforts.
This article analyzes the marketing strategy of Dove in the Vietnamese market, focusing on effective proposals to enhance brand presence It highlights the importance of supervision and area management in persuading agents to sell Dove products Upon receiving offers from Dove, resellers actively promote the brand through advertising and personal selling techniques to capture consumer attention.
Dove employs a pull marketing strategy that enhances its brand reputation through engaging campaigns and attractive promotions The brand frequently offers enticing deals such as buy one get one free, discounted combos, and gifts with purchases, especially during major holidays or product launches These promotions are strategically designed to capture the attention of consumers in supermarkets and grocery stores, catering particularly to Vietnamese housewives who appreciate added value with their purchases By leveraging discount vouchers on e-commerce platforms, Dove effectively boosts customer visibility and loyalty.
Figure 14 Some of Dove’s promotion to attract customers
This article analyzes the marketing strategy of Doves in the Vietnamese market, focusing on key principles of marketing It evaluates the effectiveness of current strategies and offers proposals for improvement to enhance brand presence and customer engagement in Vietnam By understanding local consumer behavior and market dynamics, Doves can tailor its approach to better meet the needs of Vietnamese consumers, ultimately driving sales and brand loyalty.
In the Vietnamese market, consumers are cautious about paying premium prices for Dove products, which primarily target the middle to high-income segment This pricing strategy has resulted in Dove being less popular than competitors like Clear and Sunsilk, as the latter offers similar quality at a more affordable price Consequently, lower-income consumers are more inclined to choose Sunsilk over Dove To enhance its market appeal, Dove should consider implementing a pricing strategy that attracts a broader range of consumers.
Dove is renowned for its exceptional moisturizing properties, primarily in body and hair care However, as the beauty trend shifts toward facial hydration, there is a growing demand for moisturizing lotions and creams To stay relevant and meet consumer needs, Dove should consider diversifying its product line to include facial care items that leverage its impressive moisturizing capabilities.
Vietnam is emerging as a promising market for the beauty industry in Asia, with a growing annual demand for beauty and personal care products Although Dove USA offers a variety of products that cater to the needs of Vietnamese consumers, such as Instant Foaming Body Wash for sensitive skin and the Men Care collection, many of these items are not yet available in Vietnam To capture a larger market share, Dove should consider expanding its product line in the country.
This article analyzes the marketing strategy of Doves in the Vietnamese market, focusing on key principles of marketing It evaluates current trends and consumer behaviors, providing insights into effective approaches for enhancing brand presence The analysis aims to propose actionable strategies that align with the unique characteristics of the Vietnamese market, ensuring Doves can effectively engage with its target audience and achieve sustainable growth.
Dove should enhance its advertising efforts in the Vietnamese market by increasing its presence on popular TV channels like VTV3 and HTV7, and collaborating with influencers to create high-quality ads Additionally, Dove can engage in meaningful community activities such as charity programs, workshops on hair and health care, and scholarship funds to strengthen its public relations Sponsoring TV game shows and music videos featuring renowned artists will further boost visibility With the rise of TikTok in Vietnam, Dove should leverage this platform for advertising to effectively capture the attention and trust of a broader audience.
The marketing strategy analysis for the Doves brand in the Vietnamese market reveals key insights and opportunities for growth By understanding local consumer behavior and preferences, Doves can tailor its marketing efforts to resonate with Vietnamese customers Strategic proposals include enhancing digital marketing initiatives, leveraging social media platforms, and focusing on sustainability to align with the values of environmentally conscious consumers Implementing these strategies will not only strengthen Doves' market presence but also foster brand loyalty among Vietnamese consumers.
Maple holistics: Dove Company History and Review: Real Beauty, Real Soap!
(16.11.2016) https://blog.mapleholistics.com/blog/dove-company-history-and-review-real-beauty- real-soap/? fbclid=IwAR2yGekkexhjfpfHnWDiPTU4qPj9moq7meSeXPlQ786sDXFXhFcTu4WFksI
Dove Official Website https://www.dove.com/us/en/stories/about-dove.html? fbclid=IwAR2y3t4bmbC95KnyoMRNqTBiaNIJ14Y1pgK3tnFi1lqnhQOrILvejMU2H-8
Dove's emotional campaign effectively strengthens the bond between mothers and daughters, showcasing the importance of self-esteem and body positivity The initiative resonates deeply with audiences, encouraging open conversations about beauty standards and personal acceptance By leveraging authentic storytelling, Dove fosters a sense of community and connection, ultimately empowering women and girls to embrace their true selves This campaign not only highlights Dove's commitment to social issues but also reinforces its brand identity as a champion of real beauty.
Chiến dịch "Vẻ đẹp thực sự" của Dove, ra mắt vào ngày 8 tháng 3 năm 2013, đã tạo nên sự cộng hưởng mạnh mẽ từ những tiếng nói thứ ba, khuyến khích phụ nữ chấp nhận vẻ đẹp tự nhiên của bản thân Dove không chỉ tập trung vào sản phẩm mà còn xây dựng một thông điệp tích cực về sự tự tin và sự đa dạng trong cái đẹp Chiến dịch này đã thu hút sự chú ý của cộng đồng và tạo ra một cuộc đối thoại về tiêu chuẩn sắc đẹp trong xã hội hiện đại Sự thành công của Dove đến từ khả năng kết nối cảm xúc và khuyến khích sự thay đổi tích cực trong cách nhìn nhận về bản thân của phụ nữ.
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At the Cannes Lions 2021, Dove was awarded a prestigious Grand Prix, along with a Gold and two Silver awards for its impactful campaign "Courage is Beautiful." This recognition highlights the brand's commitment to celebrating real beauty and promoting self-acceptance The campaign resonated with audiences, showcasing the power of authenticity in advertising.
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TronHouse kỷ niệm 15 năm hành trình đồng hành cùng phụ nữ toàn thế giới với thương hiệu DOVE Sự kiện này không chỉ tôn vinh vẻ đẹp tự nhiên mà còn khẳng định cam kết của DOVE trong việc hỗ trợ phụ nữ vượt qua những định kiến về sắc đẹp Thương hiệu đã tạo ra những sản phẩm chất lượng, đồng thời truyền cảm hứng cho phái đẹp yêu thương bản thân và tự tin hơn trong cuộc sống DOVE tiếp tục khẳng định vai trò quan trọng của mình trong việc thúc đẩy sự tự tin và bình đẳng giới.
This article provides a comprehensive analysis of Doves' marketing strategy within the Vietnamese market It explores the principles of marketing that guide Doves' approach, highlighting key tactics and proposals for enhancing brand presence and consumer engagement in Vietnam By examining market trends and consumer behavior, the article aims to offer actionable insights that can strengthen Doves' competitive advantage in this dynamic landscape.
TopVietreview: “Thương hiệu mỹ phẩm Dove” (08.04.2021) https://topvietreview.com/thuong-hieu-my-pham-dove-top-viet/? fbclid=IwAR3Q81PFikL0oQeRmx3B8ZZB4H-IkddowUjn62_tV-ouFd-Zv6cfa9kQ5hE