Marketing 5Ps of Dove

Product

Price Promotion

DOVE

Packaging Place

Product

Primary ingredients of Dove products included vegetable oil, synthetic surfactants, zero level of pH
level and ¼ moisturising cream. Value of Dove products are gentle and moisturising. Dove will
continue its current product range from skincare to deodorant, strike to improve its brand
recognition and market share through its well-known moisturising formula.

Realising that speed and convenience are the main concern in today’s market, and Dove is
particularly focusing on customers who have limited time for their skincare and haircare, Dove will
be innovating on dry shampoo. Dry shampoo is allowing users to remove oil, and leaving hair looking
voluminous without washing.

Figure: Dove Dry Shampoo

Consider the inconvenience of soap bar for travellers during travel, Dove will be inventing on soap
paper which is highly convenient in storage, easing travellers.

Figure: Original Dove Soap Bar

Figure: Soap Paper of Dove

Instead of traditional deodorant appearance, Dove will be launching a brand-new appearance for
Dove deodorant.

Figure: Traditional deodorant appearance

Figure: New Deodorant appearance (Inspired by Korean Sponge Deodorant)

New appearance of deodorant is small and simple enough to carry. Despite, it eases consumers
usage of deodorant in public. This is expected to launch during valentines.

Packaging

There will be no major changes on Dove’s packaging where the packaging will still be focusing on
white as the foundation. Reviewing Dove’s logo which symbolise softness and gentleness, white is
the best colour to represent these criteria. In term of logo, no modification will be made.

Figure: Major Design of Dove Products will still be employed

However, in term of shape, instead of the original thin tall bottle Dove will be launching different
shape of bottles, indicating that Dove is suitable for everyone in all size.
Figure: Classic Dove Packaging in term of Shape

Figure: Dove will be focusing on Packaging in All Shape

Despite classical gift set packaging, Dove will be launching different gift set packaging style based on
different festive season.

Figure: Classical Gift Set of Dove

Figure: Christmas Gift Set Packaging of Dove in X’mas ball. (Inspired by L’occitane)

Figure: New Travel pack of Dove in a tiny luggage

Front-View of Dove Donate

Bottle

Internal Back View of Bottle

Figure: New Package corresponding with Dove’s future “Donate with purchase”

Explanation: This will be a transparent bottle. Once consumers finished using the soap, the opaque
package will turn transparent, allowing customers to read appreciation of each girl child in India who
get the chance to study.
Pricing Strategies

Dove will continue using current pricing strategies: Pricing for Market Penetration, Bundle Pricing
and “Charm Pricing” under psychology pricing.

Dove will continue launching limited discounts to penetrate its market share.

Discounts of Dove Products

1. 2.
Figure: Latest Discounts on Dove Products

Source: https://www.lazada.com.my/dove/?page=3&sc=MVkk &

http://www.watsons.com.my/black-friday-cyber-
beauty?gclid=EAIaIQobChMIjL2Ku_7X1wIVEw4rCh3szwmoEAAYASAAEgJNV_D_BwE

The most common bundle pricing of Dove is buy-one-free-one, or providing supplementary as

corporate gifts. This will be applying on Stars and Cash Cow of Dove to boost sales of Dove’s
complimentary products with minimum risk.
 High Market Growth

High Market Share Low Market Share

Low Market Growth

Figure: BCG Matrix of Dove

Psychology pricing in term of “Charm Pricing” is another common pricing strategy of Dove. (Writer
2017) Instead of charging full price, Dove is charging at odd prices.
Figure: “Charm Pricing” of Dove

Source:
https://guardian.com.my/?gclid=EAIaIQobChMIhIe1xcnZ1wIVRyQrCh01JgCnEAAYASAAEgLiMPD_Bw
E

Inspired by TOMS who is doing great in charity works, Dove will be adopting new pricing strategy:
donate with purchase. (Donnelly 2017) This is another psychology pricing. With every purchase,
certain portion of the price will be donated to the charity. Dove will be associating this strategy with
the “Pay What You Want” Model where consumers can choose not to donate by paying cheaper
price.

Place

Dove is highly available in Malaysia where Dove associated with various of distribution channels. This
included convenient stores, drugs stores and hypermarkets.

Store Number of Stores

1. Tesco 65 Stores
2. My Din More than 300Stores
3. Econsave 69 Stores
4. Aeon & Aeon Wellness 111 Stores
5. Jaya Grocer 12 Stores
6. Giant Stores 117 Stores
7. 7-eleven 1000 stores
8. My News 300 Stores
9. Watsons More than 450 Stores
10. Guardian More than 400 Stores
11. Caring Pharmacy More than 120 Stores
12. 99 Speed Mart 1070 Stores
Figure: Types and Number of Distributors in Malaysia

Dove will continue its corporation with existing distributors and will strike to increase current
number of distributors.
Lately, Family Mart, a well-known Japanese convenient store has entered Malaysia and launched 21
stores. (FamilyMart Malaysia 2017) Dove will be grabbing this opportunity to corporate with Family
Mart as a potential distributor.

Despite physical stores, Dove is increasing its concern on digital marketing through corporation with
online retailers like 11 street, Lazada and Shoppe in Malaysia to reach more customers.

Furthermore, Dove is going to launch vending machines in tourism areas particularly near rural areas
where availability of convenient stores is minimal. Products size available in vending machine will be
in travel size which highly convenient for travellers.

Figure: Vending Machine of Dove

Figure: Vending Machine of Dove

Promotion Mix

Advertising

Billboard

Inspired by British Airways, Dove will be working on billboard that associate with Big Data as well.
Dove will sync its billboard with weather forecast and make the corresponding changes.
 Normal scene of
billboard.

1.

Billboard started to
change based on
weather forecast.

2.

Billboard started to
change based on
weather forecast.

3.

Model in billboard
starts to shower
when rain stars.

4.
Poster

Magazine

Public Relations

There are 3 main events that will be launched by Dove in 2018. The first one is the CSR event where
certain portion of Dove’s revenue will be donated to support Indian Girl Child study. This is a long-
term event where Dove will be doing it for the entire 2018.

8 March is International Women’s Day, Dove will launch a Dove release event. Reviewing Dove’s
logo, the dove symbolises purity and elegance. White dove symbolises Dove’s customers. Hence,
Dove realising indicates Dove’s customers, particularly female segment are free and confident to fly.
This simultaneously reminds publics regarding Dove’s vision.

Figure: Dove Releasing

Baby Day will be dropped on 2nd May 2018. Dove who recently enter Baby market will launch a baby
contest: The Cutest Baby Competition. This contest will be held for a month since April. Result will be
released on Baby Day. Champion baby will get 1-year Dove soap sponsorship and will become Baby
Dove spokesperson for a year. This is a chance to raise awareness of public regarding entrance of
Dove into baby segment.
Figure: Cutest Baby Contest

Sales Promo

Dove will continue penetrating market share with value packs and limited discounts.

Responding to the coming 2018 FIFA World Cup, Dove will be launching a lucky draw for users who
successfully collected singly receipt purchase of RM150 between 1st May to 15th Jun 2018. Winner
will be given two entrance tickets for final competition in Russia.

Corporate gifts is a traditional strategy in toiletries industry. Dove will continue adopting this
strategy. However, different from traditional corporate gifts like cosmetic bags and shower sponge,
Dove will be launching its own merchandise with limited number during scheduled period.

Figure: Corporate Gift of Dove

Inspired by limited Toys collection set of McD, Dove will be launching a collection set of
merchandise. This is believed to raise awareness and gambit.
Digital Marketing

YouTube will be a main channel for Dove as a delivery channel. Dove will launch 2 video Ads in the
beginning of the year: a hilarious video Ad and a CSR-based ad.

Video Ad 1:

Video Ad 2: CSR-based Ad to raise awareness of girl child study

Scene Story
Explanation
An Indian little
girl is cutting her
hair in front of a
mirror.

1.

The little girl’s

friend was
shocked and
asking her what
is she doing.

2.
 The little Indian
girl is explainig
to her friend
that her sister
was crying
yesterday.

3.

Her sister was

crying because
she was refused
to school by her
dad.

4.

The girl’s dad

said only boy
can go to
school.

5.

So, this little

Indian girl has
decided to cut
her hair short
and wear like a
boy.

6.
 Hence, she will
also be able to
attend school.

7.

In India, around
20 million girls
are denied from
education.

8.

#Educate The
Girl Child

9.
 #For the girl
child

Sponsor by
Dove

10.

Personal Selling

Toiletries is an industry which highly requiring personal selling, especially for new launched products.
Hence, Dove will improve training on promoters, ensuring their professional knowledge on Dove
products to recommend the optimum products to customers based on their needs. In 2018, Dove
sales booth will be focusing in Klang Valley.

To attract attention, Dove booth will make minor improvement, different from traditional booth.

Figure: Dove Sales Booth

Dove will continue distributing freebies and product sample as well.

Reference:
1. Donnelly, S. (2017) 16 Brands That Use The TOMS Model Of One-For-One Giving [online]
available from <http://www.realclearlife.com/books/16-brands-use-toms-model-one-one-
giving/> [25 November 2017]
2. Writer, P. (2017) 5 Strategies Of 'Psychological Pricing' [online] available from
<https://www.entrepreneur.com/article/279464> [25 November 2017]
3. FamilyMart Malaysia, F. (2017) Welcome | Familymart Malaysia [online] available from
<https://familymart.com.my/our-stores.html> [25 November 2017]