Marketing
Topic: Dove Advanced Hair Series
Detailed situation analysis in UK market
Detailed situation analysis in UK market
1 Product Situation
What is my current product? You may want to break this definition up into parts such as the core product and any secondary or supporting services or products that also make up what you sell. It is important to observe this in terms of its different parts in order to be able to relate this back to core client needs. Feel free to also discuss here which of your client’s needs your product is meeting.
2 Competitive situation
Analyze your main competitors – who are they what are they up to – how do they compare – feature/ benefit analysis. What are their competitive advantages?
3 Distribution Situation
Review your distribution Situation – how are you getting your product to market? Do you need to go through distributors or other intermediaries?
4 Environmental factors
What external and internal environmental factors are there that need to be taken into account. This can include economic or sociological factors that impact on your performance.
5 Opportunity and issue analysis
Which requires conduction a SWOT analysis (Strengths, Weaknesses, Opportunity and Threats). Things to write down her are what current opportunities that are available in the market, the main threats that business is facing and may face in the future, the strengths that the business can rely on and any weaknesses that may affect the business performance.
Dove Advanced Hair Series
Background
The Dove brand was launched in 1957 in the US with the revolutionary beauty cleansing bar with its patented blend of mild cleansers and moisturising cream.Dove’s iconic Beauty Bar rinses cleaner than soap and the brand’s heritage is firmly based on moisturisation.
Today Dove offers a range of products: Body Washes, Hand and Body Lotions, Facial Cleansers, Deodorants, Shampoos, Conditioners and Hair Styling products, all developed on the universal premise of real care.
Dove has always celebrated real women at the heart of everything the brand does and believes. Real beauty embraces diversity – no woman is or should feel excluded from the world of beauty that the brand represents. In a world in which girls are too often held back by low self-esteem and anxiety about their looks, Dove’s social mission is to ensure that the next generation grows up enjoying a positive relationship with the way they look and to help them reach their full potential in life.
The Dove Self-Esteem Project helps girls to build body confidence and strengthen their self-worth. Dove’s Campaign for natural beauty(left) was recently voted number one in the AdAge Top 15 campaigns of the 21st Century.
For more details see: http://adage.com/lp/top15/#realbeauty
The product range
Dove’s Advanced Hair Series is a range of products designed to provide the most advanced nourishment solutions for women with thin and flat hair, dry and dull hair and ageing hair. Launched in August 2014 the series consists of three product ranges:
For more details see: http://www.dove.co.uk/en/Products/Hair-Care/Advanced-Hair-Series/Default.aspx
Each range comprises a shampoo and conditioner (Stage1 products) and two Stage 2 products (also referred to as Post-washes). The Post-washes perform a number of different care/nourishment functions dependent on the hair type targeted.
Since its launch the series has been supported by a fully integrated marketing communications programme involving TV, long-form ads on YouTube and in-store elements. The press and influential bloggers were invited to a special launch event showcasing the three ranges.
The result was that the series is now widely stocked across the trade, in both supermarkets and specialist health and beauty retailers (the latter benefiting from special gondola end display units that showcase the entire series).
Research has shown that once women identify with the appropriate range for them they repeat purchase and enjoy the indulgence of purchasing the relevant post-wash products as well as the stage 1 products. In the first year the brand managed to acquire 850,000 regular users after which sales levelled off.
It is now May 2017 and Dove has decided to invest in a direct and digital campaign to revive sales of the brand. Drive awareness and trial of the range
• The campaign should acquire trials by 100,000 new customers for the range, and
• achieve subsequent purchase of post-wash products by 20% of those trialists
The brand has over 25,000 samples sachets of each of the shampoos and conditioners available that would not need to come from this budget.
Target market
• The Pure Care Dry Oil series and the Oxygen Moisture series are aimed at ABC1 women aged 25-45
• The Youthful Vitality series is aimed at ABC1women aged 45+
Budget
£1.1m
(This brief, produced in co-operation withUnileveris purely hypothetical and is not intended to be a realistic representation of their business.Please do not contact Unileverdirectly in the course of working on this brief.)
Further information – the following on-line videos are on YouTube
The Dove Advanced Hair Series:
The Dove Pure Care Range:
The Dove Oxygen Moisture Range
The Dove Youthful Vitality Range
