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A. External Analysis:
a. PEST Analysis:
In the context of digital marketing, the following PEST analysis is performed to identify the external factors that could affect Unilever’s brand Dove's digital marketing strategy:
Political factors:
Unilever’s brand Dove operates in various countries with different political systems, which can pose legal and regulatory challenges for the company's digital marketing efforts (Hasan, 2015).
Changes in political leadership, especially in emerging markets where Unilever’s brand Dove has a significant presence, could have an impact on the company's digital marketing strategy.
Economic factors:
Unilever’s brand Dove works in a sector that is exposed to financial volatility, which can influence customer behaviour and purchasing power.
Unilever’s brand Dove sees potential to increase its digital marketing reach and drive development as new economies emerge, particularly in Asia and Africa.
Social factors:
Because consumers are growing more digitally sophisticated, Unilever’s brand Dove must offer compelling and relevant digital content to catch their attention.
Customers are also becoming more concerned about social and environmental issues, which means Unilever’s brand Dove must convey its sustainability efforts and social responsibility initiatives through digital media.
Technological factors:
Unilever’s brand Dove's digital marketing strategy has both opportunities and problems as a result of the rapid pace of technological change.
The rise of new digital platforms and technology, such as augmented reality and artificial intelligence, gives Unilever’s brand Dove new chances to communicate with consumers.
b. The competitors’ analysis:
Unilever’s brand Dove operates in a highly competitive market and it faces competition from both established players and emerging startups. In the context of digital marketing, Unilever’s brand Dove's main competitors are:
Procter & Gamble: This Company is Unilever’s brand Dove's biggest competitor in the consumer goods industry. Procter & Gamble has a strong digital marketing presence, and it has invested heavily in social media and content marketing to engage with consumers.
Nivea: Nivea is a big competitor of Dove in the personal care market, and both brands have a strong digital presence to reach and engage with their target audience. Nivea's strong digital presence helps the brand to stay relevant and connect with its customers in a meaningful way. By leveraging social media, influencer marketing, e-commerce, and mobile technology, Nivea competes with Dove in the digital market and aims to increase its market share in the personal care industry.
The following Website Analysis is given of these three companies:
Unilever’s brand Dove Services has a wide spectrum of customers around the world, including both individuals and corporations. Children, teenagers, adults, and the elderly are among the demographic categories served by the company's products (Halvorsrudet.al 2016). Unilever’s brand Dove's consumer base is geographically diverse, with a sizable share based in Asia, Africa, and Latin America.
Customers of the organization are becoming more digitally sophisticated, with an increase in online shopping and mobile usage (Kingsnorth, 2022). Consumers are more knowledgeable and connected than ever before, with the ability to share their product and brand experiences and views on social media sites. This means that Unilever’s brand Dove must focus on providing its customers with an interesting and tailored digital experience across all touch points.
b. TOWS Matrix:
The TOWS matrix is a strategic tool that helps identify and analyze the internal strengths and weaknesses and external opportunities and threats facing a company (GURL, 2017). The matrix is used to generate strategic options based on the analysis, which can be used to develop an effective digital marketing plan.
Strengths: · Strong brand portfolio with a diverse range of products · Wide geographical reach and customer base · Strong digital presence with active social media accounts · A commitment to sustainability and social responsibility
Weaknesses: · Heavy reliance on traditional marketing methods · Limited focus on digital marketing and e-commerce · Limited customer data and analytics capabilities · Slow decision-making process due to the size and complexity of the organization
Opportunities: · Growing trend towards e-commerce and mobile usage · Increasing demand for sustainable and socially responsible products · Emergence of new digital marketing channels and tools · Increasing adoption of AI and automation in marketing
Threats: · Intense competition from established and emerging players · Changing consumer behaviour and preferences · Increasingly stringent regulations around data privacy and advertising practices · Cyber security risks and online fraud
Based on the TOWS matrix analysis, Unilever’s brand Dove can develop the following strategic options for its digital marketing plan:
Build on its strong brand portfolio and geographical reach to expand into new digital marketing channels and tools, such as influencer marketing, video marketing, and AI-powered chatbots. Focus on building its digital marketing capabilities and e-commerce capabilities to better serve its digitally-savvy customers and stay competitive (Kamal, 2016). Leverage its commitment to sustainability and social responsibility to differentiate itself from competitors and appeal to consumers who value ethical and responsible products. Invest in customer data and analytics capabilities to gain better insights into customer behaviour and preferences and deliver more personalized and targeted digital experiences.
To be competitive in an increasingly digital environment, Dove must embrace digital transformation and focus on digital marketing. To design a successful digital marketing strategy, the organization must focus on developing its digital skills, exploiting its strengths, and tackling its weaknesses and threats.
C. Smart objective
The objectives of Dove's digital marketing strategy are as follows:
Maintaining a consistent and strong brand message across all channels: By integrating digital marketing campaigns with other channels such as paid advertising, print, TVC, social media, outdoor advertising, real-life applications, and strong website content, Dove aims to ensure that its brand message remains consistent and strong across all touch points.
Deepening brand associations with their chosen movements: Dove's #realbeauty, #selfesteem, and #showus movements are central to its digital marketing strategy. The brand aims to deepen its association with these movements and encourage others to get involved by creating meaningful user-generated content for their social media channels.
Creating a positive impact online: By promoting positive body image through the #SpeakBeautiful campaign, Dove aims to make a positive impact on how women talk online. The brand aims to decrease the number of negative tweets about beauty and body image and create a more positive online community.
Empowering content creators: Dove recognizes that content creators are best placed to create content and relies on the power of peer-to-peer recommendation instead of pushing unattainable beauty ideals to the ever-impressionable social media masses. The brand gives brand advocates freedom on social media and regularly runs targeted social media takeovers that feature their brand partners to communicate their brand messages in a meaningful and authentic way.
D. Strategy
a. Segmentation:
Dove's market segmentation can be broadly categorized into the following segments:
Demographic segmentation: Dove targets both men and women across all age groups, but its primary focus is on women aged 25-54 who are looking for personal care products that cater to their unique skin and beauty needs (Gottfried et.al 2018).
Psychographic segmentation: Dove targets consumers who value self-care, self-love, and inclusivity. The brand's campaigns promote body positivity and encourage consumers to embrace their natural beauty.
Behavioural segmentation: Dove targets consumers who are willing to pay a premium for high-quality personal care products that are gentle on their skin. The brand also targets consumers who are conscious about the ingredients used in personal care products and prefer natural and organic options (Khalid et.al 2018).
Geographic segmentation: Dove is a global brand that caters to consumers in various regions of the world. However, the brand has a strong presence in developed countries such as the United States, Canada, the United Kingdom, and Australia, where consumers are more likely to prioritize personal care and wellness
b. Targeting:
Based on the segmentation analysis, Unilever’s brand Dove can target its digital marketing efforts towards the most profitable and responsive segments. The following table provides an overview of how Unilever’s brand Dove can target its digital marketing efforts based on each segmentation criteria:
Segmentation criteria
Example
Targeting strategy
Demographic segmentation
Age
Target young adults with personal care products and families with home care products.
Gender
Target men with grooming products and women with skincare products.
Psychographic segmentation
Values
Target environmentally conscious consumers who prioritize sustainability in their purchase decisions.
Lifestyle
Target busy professionals with convenient and time-saving products.
Behavioural segmentation
Brand loyalty
Target loyal customers with personalized offers and loyalty programs.
Unilever’s brand Dove may adjust its marketing messages and services to maximize the possibility of conversion by studying the requirements and preferences of its target audience (Mejriet. al 2016). Dove, for example, can emphasize the sustainability qualities of its products and its dedication to social responsibility in its marketing communications if it is targeting environmentally sensitive consumers. This can assist the company in strengthening its connection with its target audience and increasing the likelihood of conversion.
c. Positioning:
Dove's positioning strategy revolves around promoting a positive body image and self-esteem. The brand has positioned itself as a champion of real beauty and inclusivity, challenging traditional beauty standards that are often unrealistic and unattainable. Dove's campaigns encourage consumers to embrace their natural beauty, regardless of their age, skin type, or body shape. By promoting a positive body image, Dove has been able to establish a strong emotional connection with its consumers, who see the brand as a partner in their journey towards self-love and self-care.
d. Big Idea:
Dove has always positioned itself as a brand that celebrates real beauty and promotes self-esteem. As part of its digital marketing strategy, Dove could launch an interactive campaign that empowers consumers to create their unique beauty routines (Wang et.al 2018). This campaign could be designed to provide a personalized experience that caters to the specific skin and beauty needs of each consumer.
The campaign could start with a personalized quiz that asks consumers about their skin type, beauty goals, and preferences. Based on their answers, the quiz could provide customized product recommendations that are tailored to their specific needs. This approach would allow consumers to discover and learn about Dove's range of products, while also feeling supported in their beauty journey.
As part of this campaign, Dove could also incorporate user-generated content (UGC) that features real consumers sharing their unique beauty routines and experiences with Dove products. The UGC could be curated and shared across various social media platforms to build buzz and engagement (Desai and Vidyapeeth, 2019). This approach would help to foster a sense of community among consumers, while also showcasing the diversity of Dove's customer base.
Dove could also consider partnering with influencers and content creators who align with its brand values and message. By collaborating with these individuals, Dove could tap into their loyal audiences and amplify its messaging to a broader audience. This approach would also enable Dove to showcase its products more naturally and authentically, further reinforcing its message of inclusivity and real beauty.
In addition to the interactive quiz and UGC, Dove could also incorporate educational content into its digital marketing strategy. This could include tips and tutorials on how to achieve specific beauty looks, as well as articles and blog posts on skincare and beauty trends. This approach would help to position Dove as a trusted and knowledgeable source of information on beauty and self-care.
Overall, the big idea for Dove's digital marketing strategy would be to empower consumers to create their unique beauty routines, while fostering a sense of community and inclusivity. By providing personalized recommendations, UGC, and educational content, Dove could build a stronger emotional connection with its customers, while also driving sales and customer loyalty.
e. Digital Strategy:
Unilever’s brand Dove's digital marketing strategy may include a combination of strategies such as content marketing, social media marketing, influencer marketing, email marketing, and SEO. Unilever’s brand Dove can generate compelling and informative material that informs consumers on the benefits of its goods and its environmental efforts (Huang and Rust, 2021). The company can also work with social media influencers that share its ideals to market its items to their audience. Moreover, email marketing campaigns can be utilized to target potential clients and offer unique deals and discounts. Ultimately, SEO improvement can improve Unilever’s brand Dove's presence in search engine results and generate more website traffic.
E. Tactics
When it comes to developing tactics for a digital marketing plan, the RACE framework can be a useful tool. RACE stands for Reach, Act, Convert, and Engage, and it provides a structure for planning and executing digital marketing activities that are focused on achieving specific objectives.
Reach: The first step in the RACE framework is to develop tactics that will help the company reach its target audience (Withers et.al 2019). This may involve using digital channels such as social media, search engines, and display advertising to promote the company's products or services. Tactics for reaching the target audience may include content marketing, email marketing, influencer marketing, and paid advertising.
Act: The next step is to develop tactics that encourage the target audience to act, such as making a purchase or filling out a form. This may involve creating landing pages that are optimized for conversion, developing compelling calls-to-action, and using retargeting to reach users who have previously visited the company's website.
Convert: Once the target audience has taken action, the company needs to develop tactics that will help convert them into customers. This may involve developing nurturing campaigns to build relationships with prospects, providing exceptional customer service, and creating a seamless online purchasing experience.
Engage: Finally, the company needs to develop tactics that will help engage and retain its customers. This may involve creating loyalty programs, using social media to encourage customer feedback and engagement, and developing personalized email campaigns to keep customers informed about new products and services.
In developing tactics for a digital marketing plan, it is important to ensure that they are aligned with the overall strategy and objectives of the plan (Suhairiet. al 2023). Each tactic should be carefully evaluated to ensure that it is relevant to the target audience and the company's brand and that it is likely to achieve the desired results. It may be necessary to test and refine tactics over time to ensure that they are effective, and to track results using metrics such as website traffic, social media engagement, and conversion rates.
RACE Framework
Objectives
Tactics
Reach
To increase brand awareness and reach the target audience
Content marketing, email marketing, influencer marketing, social media marketing, search engine optimization (SEO), pay-per-click (PPC) advertising, display advertising
Act
To encourage the target audience to take a specific action
Loyalty programs, social media engagement, personalized email campaigns, targeted promotions or discounts, user-generated content
Following tactics Unilever’s brand Dove can use for its digital marketing:
Email Marketing: Dove can develop an email marketing strategy to promote their products and engage their subscribers. This can include newsletters, promotional emails, and personalized messages that are tailored to their subscribers' interests (Glenn, 2015).
Content Marketing: Dove can create high-quality content that is valuable to their target audience. Blog postings, articles, and videos that educate as well as entertain their audience about their products are examples of this.
Influencer Marketing: Dove can work with social media influencers who have a large following and are aligned with their brand values. This can help them gain more reach and credibility with their target audience.
Social Media Campaigns: Dove can develop social media campaigns that are aimed at engaging their audience and promoting their products (Cantle, 2018). This can include creating posts, stories, and videos that showcase their products and their brand values.
Search Engine Optimization: Dove may boost their exposure and generate organic traffic by optimizing their website and content for search engines. Using relevant keywords, improving their website structure, and providing high-quality content are all examples of this.
Mobile Marketing: Unilever’s brand Dove can develop mobile-friendly content and ads that are optimized for mobile devices (Tien, 2019). This can include mobile-responsive websites, mobile apps, and mobile ads that are designed to provide a seamless experience on mobile devices.
Video Marketing: Unilever’s brand Dove can create video content that showcases their products and brand values. This can include product demos, brand stories, and behind-the-scenes footage that gives their audience a glimpse into their company culture.
Augmented Reality (AR) and Virtual Reality (VR): Unilever’s brand Dove can build immersive experiences for their consumers by utilizing AR and VR technologies. AR product presentations, VR brand experiences, and interactive AR commercials that engage their audience in new ways are examples of this.
F. Action plan
The report suggests the following action plan for Unilever’s brand Dove:
Develop a comprehensive content marketing strategy: Unilever’s brand Dove should create a content marketing plan that aligns with the company’s vision and mission while providing value to its target audience. This plan should include blog posts, social media content, videos, and other forms of content that can attract and engage the target audience.
Optimize Unilever’s brand Dove's website for search engines: Dove should perform a thorough audit of its website to identify areas that need improvement for search engine optimization. The company can use tools like Google Analytics and SEMrush to analyze the website’s performance and identify keywords and phrases to target. By optimizing its website for search engines, Unilever’s brand Dove can improve its visibility in search results and attract more organic traffic to its site.
Leverage social media to build brand awareness: Dove should focus on building a strong social media presence across all relevant platforms such as Facebook, Instagram, Twitter, LinkedIn, and YouTube (Pant and Ramachandran, 2017). The company can use social media to connect with its target audience, share valuable content, and engage with users to build brand awareness and loyalty.
Use influencer marketing to reach new audiences: Unilever’s brand Dove may use influencer marketing to reach new audiences and promote its products. Influencers that align with Unilever’s brand Dove's brand values and target audience can be identified and collaborated with to develop content that promotes Unilever’s brand Dove's products.
Implement email marketing campaigns: Unilever’s brand Dove can employ email marketing efforts to keep its customers engaged and up to date on the company's products and services. Based on user behaviour and interests, the organization can segment its email list and deliver customized emails with relevant and valuable content.
Measure and track the performance of Unilever’s brand Dove's digital marketing efforts: Unilever’s brand Dove should regularly measure and track the performance of its digital marketing efforts using tools like Google Analytics and social media analytics. This can help the company identify areas that need improvement and make data-driven decisions to optimize its digital marketing campaigns.
Continuously optimize Dove's digital marketing efforts: Unilever’s brand Dove should continuously optimize its campaigns to improve performance based on the data gathered from tracking and measuring its digital marketing activities. To obtain better results, the organization can experiment with alternative techniques, try different messaging, and adjust its approach based on data.
G. Control
To evaluate and review the digital marketing plan for Unilever’s brand Dove, the following metrics will be tracked and analyzed:
Website traffic: The number of visitors to the website will be monitored using Google Analytics. This will help to determine if the website is receiving sufficient traffic and if the traffic is increasing or decreasing.
Social media engagement: The engagement on social media platforms such as Facebook, Instagram, and Twitter will be monitored. This will include the number of likes, comments, shares, and followers.
Conversion rates: The conversion rate will be monitored to determine how many website visitors are converting to customers. This will be measured by tracking the number of sales, email sign-ups, and app downloads.
ROI: The return on investment (ROI) of the digital marketing campaign will be monitored to determine if the campaign is generating a positive return. This will be calculated by comparing the cost of the campaign to the revenue generated.
Customer feedback: Feedback from customers will be collected through surveys, reviews, and social media comments. This will provide insights into customer satisfaction and areas for improvement.
Competitor analysis: Competitor analysis will be conducted to track the performance of Unilever’s brand Dove’s digital marketing campaign against its competitors. This will help to identify areas of weakness and opportunities for improvement.
The digital marketing plan will be reviewed every month, and the metrics above will be analyzed to determine if the campaign is meeting its objectives. Adjustments will be made as necessary to optimize the campaign and achieve the desired results.
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