Dove Conditioner&Shampoo Varieties 300ml Swot Analysis

Topics: Brand, Procter & Gamble, Marketing Pages: 5 (1596 words) Published: May 10, 2012
DOVE CONDITIONER&SHAMPOO VARIETIES 300ML SWOT ANALYSIS

Strengths
Dove conditioner shampoo varieties are products of the Dove Company. However, Unilever is the parent company of Dove products. As well know, Unilever is a Anglo-Dutch multinational corporation that owns many of the world's consumer product brands in foods, beverages, cleaning agents and personal care products. Therefore, Dove conditioner shampoo varieties own a strong brand name and image as a part of a wide range of leading brands with Unilever’s other products portfolio such as; Lipton teas, Slim-fast, Ben and Jerry's ice-cream. Thus, it is good for establishing and promoting brand prestige and getting numbers of commercial partners, economic aids and resources. As the brand has grown, so has the investment in advertising. Dove regularly uses magazine advertising to place itself at the heart of the beauty arena, specially its conditioner and shampoo products. Dove’s use of magazines in the marketing strategy has gone far beyond regular display advertising to promotions. Additionally, Dove consistently uses magazines as the lead medium in a number of multi-channel, short-term, product-focused projects. On the other hands, over one million consumers visited Dove’s website to know conditioner and shampoo products in August 2009. It shows that the promotion of Dove conditioner and shampoo products on the Internet is also successful and accepted. The conditioner and shampoo products of Dove are not completely single products. When a shampoo product is sold, a conditioner product can be promoted and sold with a favorable price, and vice versa. Or promote and sell them two products together with special packaging. Weakness

Shampoo and conditioner product development has followed movements in fashion, adding value to the sector, but this market has also been affected by changes in the wider economy. The data shows that there are many brands in hair care market, and Dove conditioner and shampoo products as the largest conditioner and shampoo brand of Unilever just hold 4% market share in 2009. It decreased 4% in the past two years. In the UK,sale declined from 25£m to 24£m. It is can be seen easily from most of advertisements of Dove conditioner and shampoo products, models usually are the women. First, the advertisements are very likely to misunderstood as a gender discrimination problem in some area. On the other hand, it is also easily and erroneously held that the target market of Dove conditioner and shampoo products are only female consumers. Thus, any other dormant consumers ZHAOYUAN SUN / SUZHD0903 will be lost virtually. One study shows that most of female consumers will first be attracted by the products with warm colors packaging in a supermarket. By contrast, male consumers will be contracted by products with cool colors packaging. There are some different colors packaging bottle of Dove conditioner and shampoo products, and all of them are colorful and feminine. However, poor packaging style will be very difficult to attract male consumers. In the same reason, most male consumers do not interested in different fruit aromas. Dove’s official website does not include prices of products. It should be recognized that price is the first condition that will be considered by some consumers when they buy products. On the other hands, online ordering service is not provided on the website. Consumer can get only some information about conditioner and shampoo products. Because of this, a part of net citizen consumers will be lost. All of these are important to selection attention. Opportunity

Dove has owned a new brand—NEW DOVE® MEN+CARE for male consumers. But, it just provides body and face wash products for man use. Therefore, male consumers will be the new target market of Dove in hair care market. Maintain better standards of quality and produce shampoo and conditioner products for men to develop new female market is...
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