group final project dove real beauty campaign

5What is the impact of the Dove Campaign for Real Beauty on Why does Dove choose the method of creating emotion in women?. 7Why does Dove need to create a positive brand image?. Increase

Ho Chi Minh City, 19th March 2022.

Course: MKT318m GROUP FINAL PROJECT

DOVE -REAL BEAUTY

CAMPAIGN-Group members (ID):

Hoang Trung Kien (SS160412)

Tran Trieu Vi (SS160431)

Hoang Ngoc Ha (SS160466)

Nguyen Nha Quynh (SS160013)

Vo Thi Uyen Nghi (SS160598)

Le Trung Tin (SS160640)

Le Van Nguyen Khanh (160688)

Lecturer: Tran Ngoc Minh Nhu

TABLE OF CONTENTS

2.1 Mission/Vision: 4 2.2 Statement of the Marketing Goal: 4 2.3 Target Audience: 5 2.4 Marketing Objectives for the Project: 5

3.1 Increase sales: 5 What does Dove do to attract customers' attention? 5 What is the impact of the Dove Campaign for Real Beauty on

Why does Dove choose the method of creating emotion in women? 6 3.2 Create a positive perception: 6 What's the initial perception of customers about Dove? 6 How is Dove perceived as a positive brand by customers? 7 Why does Dove need to create a positive brand image? 7 3.3 Increase customer loyalty: 7 What helps Dove create customer loyalty? 7 How does Dove gain customer loyalty? 8 Why does customer loyalty help dove increase profits? 8

4.1 Increase sales: 8 4.2 Positive perception: 9 4.3 Increase customer loyalty: 9 4.4 Primary data: 9 4.5 Secondary data: 11

5.1 Primary Data: 12 5.2 Secondary Data: 14 5.3 Manpower and cost requirements for data analysis: 15

6.2 Promotion 16

VII References:

I Introduction:

The Unilever Group is a multinational corporation that specialises in attention goods, home care products, etc It presently has over 400 well-known brands in over

100 countries Unilever began doing business in Vietnam in 1995, investing over

$300 million to build two new plants in Ho Chi Minh City and Bac Ninh province Unilever has been one of the most successful foreign investors in the FMCG business over the last 20 years (Unilever Global: Unilever investment in Vietnam, 2009) According to estimates, Vietnamese consumers use roughly 35 million Unilever goods per day (Unilever official Vietnam website, viewed in 2013) "Dove" is one of the Unilever products that Vietnamese ladies are all too acquainted with Dove offers a wide variety of goods available in Vietnam, including shower gel, hand and body lotion, and detergent Many people choose facial care products, deodorants, shampoos, conditioners, and hair styling products because of their high quality and affordable price And all of the event methods, and hence the marketing, that have helped Dove considerably improve over the last 20 years are fully examined in the paper below

II Situation Analysis:

2.1 Mission/Vision:

“Our goal is to make a positive experience of beauty accessible to all women.” The following is the Dove brand's goal and vision: Dove is dedicated to assisting all women in realizing their beauty potential by developing products that provide genuine care Dove believes that beauty should be available to everyone since

"looking and feeling your best helps you feel better about yourself."

Dove claims that its products continue to make a real improvement in your skin and hair quality and feel And in doing so, it helps the organization achieve its goal of expanding women's perceptions of beauty to include women of all ages, body types, and sizes, teaching them that beauty isn't only about how they appear

2.2 Statement of the Marketing Goal:

Marketing plans may be created in various ways and via a variety of platforms, but companies like Dove only succeed after careful preparation The following is the core

description of Dove's marketing goal: "Dove wants women of all ages, shapes, and sizes to feel that beauty isn't determined by these characteristics, but rather by you, via the usage of their products Dove uses marketing methods to encourage all women to trust their natural beauty" This is reflected in all of their marketing efforts, whether advertisements or other types of marketing activities

2.3 Target Audience:

Although due to the company's ads and other marketing strategies, the target audience is widely assumed to be girls and women between the ages of 18 and 35, if one looks closely, one can see that the brand's target audience is, in reality, any individual, of any age group, who values natural beauty

Any consumer that wants to take additional care of their bodies, skins, and hair is most likely the brand's target customer Furthermore, the brand draws clients who wish to purchase products with little to no chemical impact on their hair or body Thus, the target audience might be broadly defined as women aged 18 to 35, but the bubble remains weak and permeable to everybody

2.4 Marketing Objectives for the Project:

Dove develops its marketing objectives very carefully as it is devoted to expanding the definition of beauty for all women for a reason

They think that true beauty is derived from one's inner self All successful marketing strategies were due to Dove's wisely planned marketing objectives, which we are going to discuss here

● Increase sales

● Generate positive brand perceptions

● Increase customer loyalty

III Marketing Objectives:

3.1 Increase sales:

Dove had to direct its focus to getting consumers' attention to increase sales

What does Dove do to attract customers' attention?

Dove established the Dove for Real Beauty campaign, which features content

centred on women's tales because their target audience is women The Dove for Real Beauty Campaign's goal is to encourage women to embrace their natural physical diversity and have the confidence to be comfortable and satisfied with themselves This campaign garnered a few advertising prizes, stirring and drawing many customers' attention

What is the impact of the Dove Campaign for Real Beauty on customers?

Dove actively targeted female customers as the main target for marketing strategy from the very beginning Many critics have questioned and emphasized the campaign's contradictory meanings, which have left some consumers with confused feelings about the Dove brand On one side, the Dove Campaign for Real Beauty promotes a positive message to improve women's perceptions of beauty On the other hand, consumers are fully aware of the campaign's contradictory purpose, which is common to all advertising efforts: to increase sales."

Why does Dove choose the method of creating emotion in women?

Dove is working hard to achieve its marketing goals since it is passionate about spreading the trust and meaning of inner beauty to all women worldwide and broadening the cultural concept of beauty and appearance (Heiss, 2013) Dove's current marketing objectives have not changed significantly over the past year since they remain closely aligned with its vision and ambitions The company's most recent goal is to reach out to 15 million women worldwide through its educational Project by the end of 2015 to establish a brand image for Dove The company's marketing strategy isn't focused on its products since it feels that building an emotional selling proposition aids in the development of a stronger brand image

3.2 Create a positive perception:

What's the initial perception of customers about Dove?

Being a well-known brand, Dove is unlikely to need to enhance its brand awareness

as often as other companies Dove is viewed as a good brand that can outperform other rivals in the business is more crucial than ever before As a result, to achieve this goal, the firm must first assess its image in the eyes of its consumers and determine if it is positive or negative before moving on to the second step

How is Dove perceived as a positive brand by customers?

Dove has established good brand views by providing a significant positive

contribution to society, such as in the aspect of self and body image, among other things To do this, Dove participates in social activities like its Facebook page, which has more than two million followers, and other similar initiatives In addition to being associated with happiness, the Dove brand is associated with other good traits, such

as a variety of products designed to provide customers with more alternatives and make them feel better about themselves

Why does Dove need to create a positive brand image?

As aforementioned, Dove needs a unique selling point to distinguish itself from its rivals in the marketplace Specifically, this purpose is almost certainly expected to result in more accomplishments, resulting in an impression that attracts the target audience successfully Dove's Real Beauty campaign has had a positive impact on brand perceptions over the period 2006-2010, with Dove being viewed as more feminine than the average brand by both men and women, and thus outperforming its competitors among both male and female consumers during this period Because

it has been effective in influencing customers' emotions and creating favorable brand associations, in recent history, Dove's marketing effort has been hailed as one of the most successful marketing campaigns in the industry

3.3 Increase customer loyalty:

What helps Dove create customer loyalty?

A sizable proportion of customers choose a product or service in a way that most others do not They are more aware of both the goods and the distributor

Furthermore, they are less swayed by appealing slogans, inventive advertising strategies, or the benefits that corporations claim They are instead devoted to the brand with which they share values Dove has made people aware and loyal to the brand through ads emphasizing true beauty by publicly sharing brand awareness and behaviors and matters

How does Dove gain customer loyalty?

When building brand loyalty, having a snappy slogan or an interesting website isn't enough You must always follow through on your brand messaging A customer's preference and commitment to a brand are brand loyalty For years, Dove has exercised message consistency, which has resulted in greater brand mindshare Dove is perceived as a successful brand that cares about women You can sense their brand promise even in the user experience Dove should continue to promote consistency to increase client loyalty in future projects

Why does customer loyalty help dove increase profits?

Customer loyalty entails more than just keeping customers satisfied It's the key to increasing profits Customer loyalty boosts earnings by encouraging repeat business and lowering a company's running costs

Loyal consumers are far more profitable than other clients since they do more for a company than generate revenue during purchases

Consumers inform their friends about the businesses they are loyal to, and they applaud and defend brands against opponents on social media

Customers believe what their peers say about firms, which significantly influences their purchasing decisions Client loyalty can therefore boost the rate of new customer acquisition

IV Identify the data:

4.1 Increase sales:

In order to increase sales, Dove had to direct its focus to getting consumers’ attention

What does Dove do to attract customers’ attention?

Key words: Getting consumers’ attention

How does the Dove Campaign for Real Beauty affect the customers?

Key words: Campaign, affect the customers

Why does Dove choose the method of creating emotion in women?

4.2 Positive perception :

What’s the initial perception of customers about Dove?

Key words: Initial perception of customers

How is Dove perceived as a positive brand from customers?

Key words: Perceived as a positive brand

Why does Dove need to create a positive brand image?

Key words: Need to create a positive brand image

4.3 Increase customer loyalty:

What helps Dove create customer loyalty?

Key words: What, create customer loyalty

How does Dove gain customer loyalty?

Key words: How, gain customer loyalty

Why does customer loyalty help dove increase profits?

Key words: Customer loyalty, increase profits

These data can provide answers to issues raised by two categories of data:

4.4 Primary data:

4.4.1 Surveys and polls: Organise a questionnaire interview designed with the participation of women aged 18-35 who are interested in their body, skin and hair Interviews are held every quarter of the year and each interview lasts 25-40 minutes The interviews were designed to provide a clearer view of the original research questions and to provide concrete data Surveys allow us to directly ask customers for information It can be used to collect quantitative, qualitative, or both types of data A survey is made up of a series of questions that respondents can answer in one or two words and often gives participants a list of options from which to pick Surveys can be administered online, by email, over the phone, or in person One of

the most basic options is to construct an online survey and host it on your website or with a third party A link to the poll may then be shared on social media, via email, and via website pop-ups

From there, it is possible to give a comprehensive overview of the market's trends, such as what products they need, and what minimum products must meet their desired needs In addition, exploiting weaknesses and strengths through many specific perspectives from the perspective of customers who directly use the products to launch campaigns to improve in the future with many other projects 4.4.2 To obtain the data, begin with information gathered on previous clients, such as:

- Sales history - what things do they purchase the most: Whether you sell things in-store, online, or both, your transactional data may provide you with useful information about your consumers and your business A customer relationship management system can hold transactional records This information might originate through your website, a third-party e-commerce provider, or your in-store point-of-sale system This data may provide you with insights on how many things you sell, what sorts of products are most popular, how frequently individuals buy from stores, and more

- Communication with customer service: If there is a physical business, measuring the number of visitors might provide valuable information The easiest approach

to accomplish this is to place a traffic counter on the door to track the number of individuals that visit the business during the day This information will show you the busiest days and hours It can also provide insight into what attracts people

to the shop at specific times Installing a security system equipped with motion sensors will allow you to track consumer movement patterns across your store Sensors can offer information on which shop parts are the most popular

- Visitor actions on your website: A company's website and app are effective methods for gathering client information We generate up to 40 data points when someone visits our website We can see how many individuals visited our site, how long they stayed on it, what they clicked on, and other information by accessing this data This type of information may be collected by our website hosting provider, and we may also utilise analytics tools We can also employ pixels on our site to allow it to install and read cookies in order to track user

- Social Media Monitoring: Social media is another great source of customer data

We can look through our follower lists to see who follows and what they have in common to improve understanding of who your target audience should be Furthermore, we can track mentions of our brand on social media by regularly searching for the brand name, setting up alerts or using our social media monitoring software third-party Many social media sites will also provide analytics on the performance of posts Third-party tools can give you even more in-depth insights

- Learn new trends in the market, analyze competitors: A competitor analysis is used to determine your rivals' strengths and shortcomings in relation to your own, as well as to identify market gaps A competition study is critical since it will assist you in identifying ways to improve your own company strategy Trend analysis may help you figure out how your company has performed in the past and predict where your current operations and practices will take you in the future If done properly, it will give you advice for why you might make

improvements to help your company grow in the right direction

When all of this data is organised in a DMP, it is much easier to identify the target audience It enables the collection and management of all consumer interactions from diverse sources, including both online and offline encounters

4.5 Secondary data:

- Internal company data, public research materials, and pre-assembled data are examples of secondary data sources

- Books, personal sources, periodicals, newspapers, websites, scientific reports, newspapers, textbooks, research, and so on are the secondary data sources

- Secondary data sources have become more accessible with the advent of electronic media and the internet

=> Use this data to look for important terms in the questions to get the needed answers

These data are easy to discover, quick to find, widely available, and acceptable for evaluation, allowing to save time and effort while improving the quality of primary