Marketing Mix For Dove: Marketing Strategy Of Unilever

Its origin goes back to the 19th century when a group of companies operating independently, produced soaps and margarine. In 1930, the companies merged to form Unilever that diversified into food products in 1940s. Through the next five decades, it emerged as a major fast-moving consumer goods (FMCG) multinational operating in several businesses. In 2004, the Unilever 2010 strategic plan was put into action with the mission to ‘bring vitality to life’ and ‘to meet everyday needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life’. The corporate strategy is of focusing on core businesses of food, home care and personal care. Unilever operates in more than 100 countries, has a turnover of €39.6 billion and net profit of €3.685 billion in 2006 and derives 41 per cent of its income from the developing and emerging economies around the world. It has 179,000 employees and is a culturally-diverse organization with its top management coming from 24 nations. Internationalization is based on the principle of local roots with global scale aimed at becoming a ‘multi-local

Unilever Sri Lanka is multi-national company which providing 400 brands spanning 14 categories of home. The company product portfolio includes different worldly recognized brands such as Lipton, Knorr, Dove and Omo. Moreover, Unilever spend €1 billion every year for research and development and owning five laboratories around the world in order to encourage and explore mew things. Further, Unilever consider the customer research as vital part of the organization as it gives the feedback of customers about their current and new products. In present 174000 people work under the Unilever as employees and support thousands of distributors, contractors, and suppliers for their career. Thus, companys’ oral brands such as Mentadent, Peposodent and

| For many years, Procter & Gamble (P&G) viewed its Ivory soap as just plain old soap—and not as a cleansing product that could provide other benefits as well. When it came to Ivory soap, P&G focused on how well it made the soap and not on what customers wanted from a bar of soap. It had a _____ orientation.

Unilever believes in the sustainable growth and use of renewable sources of energy. It is also very watchful of employee health and has managed to bring down its accidental rate by a high margin. Unilever’s vision includes a better way for living for its consumers and better use of the products that they use. It maintains a high standard of its products by following stringent standards which helps in maintaining consumer satisfaction. Over the years, after working for different social projects like Water conservation and Food for all, it has grown its image as a socially aware and responsible

Unilever, one of the world’s leading suppliers of fast moving consumer goods across Foods and Home and Personal Care categories is an Anglo-Dutch Multinational consumer goods company which is co-headquartered in London, England and Rotterdam, the Netherlands. It is the world's third-largest consumer goods company measured by 2012 revenue and its major Competitors which stand ahead of it are Procter & Gamble and Nestle. Products of Unilever include beverages, Food, personal care products and cleaning agents. Some of the top and major Brands endorsed by Unilever are Axe / Lynx, Blue Band, Dove, Flora / Becel, Hellmann's and Best Foods, Knorr, Heartbrand, Lipton, Lux, Omo, Rexona, Surf and Sunsilk.Unilever is one of the oldest multinational companies and its products are available in around 190 countries. The Company operates worldwide employing around 174,000 people in 316 companies by

A marketing mix consists of Product, Place, Price and Promotion. It is fundamental to understand these four elements for developing an effective marketing strategy.

The firm has actually advanced so well that the Wall Street Journal also lately reported that Unilever PLC, which supervises preferred brand names like Dove as well as Lipton, remains in conversations to get the firm.

Unilever, the maker of Dove, have really put themselves in it, so to speak. And there is no shortage of contrition:

The marketing mix is an essential component of every marketing strategy. The marketing mix is comprised of four distinct parts that include product, placement, pricing, and promotion. Regardless of what is going to be marketed, it is fundamental that a marketer know their product inside and out before any of the other three parts of the marketing mix can be utilized. The four Ps, as the four parts of the marketing mix are often referred as, can be used to demonstrate how Amazon's Kindle Fire has been marketed.

Nestle Product includes features that contains combinations of health and hygiene and remembering the requirements in different taste. Nestle is to be tailored to individual needs by consumers and promotion will be used to attract all the consumers.

“The term marketing mix refers to a unique blend of product, place (distribution), promotion, and pricing strategies (often referred to as the four Ps) designed to produce mutually satisfying exchanges with a target market.”(Lamb,Hair and McDaniel, 2012, p.47). A marketing mix is important in business because it maximizes a company's chances of achieving steady, continual success in its operations. It also ensures that a company remains responsible to its customers by living up to its product claims.

The marketing mix helps marketing companies to develop better strategies, so that the product or service they offer would target their target market accurately. When marketing a product the marketing company should have a unique selling proposition this attracts the audience’s attention.

Dove was developed in the United States as a non-irritating skin cleaner for pre-treatment use on burns and wounds during World War II. In 1957, Dove bar reformulated as a beauty soap bar. In 1970s, the company launched promotional campaign for shop’s mildness as found in the study that Dove to be milder than 17 leading bar soaps. Through the years, Dove has expanded its product line to body wash, facial cleansers, moisturizers, deodorants and hair care products. In 2005, Unilever’s Dove product line revenue reached $3 billion. However, even though these events make Dove appear as a flawless brand, both Dove’s sales and market share were dwindling and the competition remains on the rise. Thus, under the management of

Setting the right marketing mix for the product or service means that it including all of the important bases in marketing strategy. The marketing mix is generally established as the use and requirement of the 4P’s which is describing the strategic position of a product in the marketplace. One version of the beginning of the marketing mix starts in 1948 when James Culliton said that a marketing decision should be a result of something related to a methods and he described the marketing manager as a “mixer of ingredients”.

Promotions in the marketing mix of Dove: Dove has strong brand awareness in the consumer market because of Dove’s branding and advertising. Marketing policies are the reason why Dove gets success. Campaigns and advertisement improve the brand image and build a positive impact on consumers’ minds (Bhasin, 2016). Dove’s advertisements are aired on various channels of television and radio. Dove has advertisements in newspaper, magazine, and billboards as well. Dove used an unusual promotional strategy for the products. Dove decided to use the ordinary women who look extraordinary after using Dove products in the advertisement rather than celebrity. Dove created a good customer base with the “Real Beauty” that the context about confidence in the advertisement (Bhasin, 2016).