BUSI 520 MARKETING MANAGEMENT GROUP PROJECT – DOVE

BUSI 520 MARKETING MANAGEMENT GROUP PROJECT – DOVE Instractor Institution BUSI 520 Summer Date Instructor Marketing Management Group Project, Group 2 Dove Introduction For over a half a century ago Dove’s brand was introduced to the United States, making leaps and bounds in health and beauty department. The marketing strategy has been capturing the attention of woman with their body wash, soap, shampoo, and other products. With the use of new and advanced marketing resources Dove could become a household name for women, men, and children. The purpose of this paper is to show how past marketing approaches were developed to make Dove the success that it is. In conjunction with, details of future methods with the use of major retailers and the right media sources can allow Dove to target market will be explained. By employing product, place, promotion, and price communication and the proper approach Target, Walmart, and others will not be able to keep the product on the shelf. Provide a description of the product and a brief history of the firm. Dove is a brand of the company Unilever. Its products include skin cleansing, skin care, anti-perspirant deodorants and hair care. The company began in England in 1871 producing margarine and eventually turned to the production of Sunlight Soap in the 1890’s which was one of the first cleansing products invented. In 2017, Unilever had an annual turnover of 53.7 billion Euros and its 12 brands have sales of over 1 billion Euros each year. The personal care sales turnover was 20.7 billion Euros in 2017 which includes Dove, Axe, Lifebuoy, Lux, Rexona and Sunsilk (Unilever, 2018). The Dove brand was introduced in 1957 in the United States as a cleansing bar which promoted for its ¼ moisturizing cream geared towards women’s beauty. Today the Dove brand consists of hundreds of beauty products including body wash, shampoo, and styling products. In early 2017, the Dove body wash line introduced “Real Beauty” bottles in the U.K; these bottles were shaped into women’s body shapes to try and match the company’s mission of body image acceptance. The response to the newly shaped bottles was negative, with women responding on social media how they didn’t want to be defined by their body types and could not take the product seriously. In October 2017, Dove misses the mark again with its advertising and was accused of racism for its advertisement showing a black woman turning into a white woman (Astor, 2017). Describe and discuss the original 4 P’s of marketing (product, place, promotion, and price), and the new 4 Ps (people, processes, programs, and performance) relating to the product. The product chosen to be marketed is the Dove body wash line. Focusing on the Dove “Real Beauty Pledge” which includes the company’s pledge to feature real women not models, portraying women as they are in real life and helping girls to build confidence and self-esteem (Dove, 2018), the body wash line needs to be re-designed to reflect this focus and not the shape of women’s bodies. Using the original 4P’s of the marketing mix, the marketer first needs to consider the product; it’s quality, design, packaging and sizes to produce, for the body wash range this must be something other