Strengths
There main strength is through their marketing and ethical believes. This shown most recently by their "beauty is for everyone " campaigns. They have strong emotion connection with their audience as they stress family and emotional values. This is shown to the audience making believe in the brand and buy the products. This ethical branding helps the company catch the reformers who buy because of a companies ethics.
This ethic is extended to how they treat the customer by looking after the product and how it is developed for example Dove have had a commitment with the consumers stating that they will check the quality of all their products, they have held this for 50 years.Making them overall a reliable brand that it seems is looking out for its customers.
There brand and product have come together to win multiple awards allowing them to develop an international market. There awards include the title World's top cleansing brand this is held highly and has allowed the brand to grow. Through this they have also had the ability to connect with industries including the medical industry in which they are now backed by as they are connected to the longest running medical. This helps their ethical branding go further.
Their strong branding continues into their presence on social media sites such as Facebook, Twitter and Instagram. This strong presence allows them to interact directly with their consumer so that they can tailor the products made to this already made fan base. This is a marketing technique that could see them gain consumers faster as it reaches a worldwide audience.
To cater to this now large audience consisting of all ages they have created a full range of products that suit every need a consumer could have for example sensetive skin or specific rashes. This is one for every one to buy no matter who they are or where they come from meaning that they have one of the largest possible consumer markets.
Overall they have a wide market share that has built due to their sales and loyal consumers from the world wide audience. Their branding straggies and techniques are highly successful and they have a real connection with their consumers.
This ethic is extended to how they treat the customer by looking after the product and how it is developed for example Dove have had a commitment with the consumers stating that they will check the quality of all their products, they have held this for 50 years.Making them overall a reliable brand that it seems is looking out for its customers.
There brand and product have come together to win multiple awards allowing them to develop an international market. There awards include the title World's top cleansing brand this is held highly and has allowed the brand to grow. Through this they have also had the ability to connect with industries including the medical industry in which they are now backed by as they are connected to the longest running medical. This helps their ethical branding go further.
Their strong branding continues into their presence on social media sites such as Facebook, Twitter and Instagram. This strong presence allows them to interact directly with their consumer so that they can tailor the products made to this already made fan base. This is a marketing technique that could see them gain consumers faster as it reaches a worldwide audience.
To cater to this now large audience consisting of all ages they have created a full range of products that suit every need a consumer could have for example sensetive skin or specific rashes. This is one for every one to buy no matter who they are or where they come from meaning that they have one of the largest possible consumer markets.
Overall they have a wide market share that has built due to their sales and loyal consumers from the world wide audience. Their branding straggies and techniques are highly successful and they have a real connection with their consumers.
Weaknesses
Their main weakness is the price not only for the production and advertising that is needed to create their image but also the price that they have to charge for the product that puts so many consumers off. There high expenses often mean that the company does not reach it s full potential and mean that they lose the competitive grip that they have on the market.
The competition element of there sales is one of their major faults as they can not produce something that is cheaper and sometimes with a better quality. Dove have to plan against this but it may cost them money in marketing elements.
They have faced criticism recently as it has been stated that some products are tested on animals. This has been faced with PR but has not been hidden completely as many boycot the products due to this result.
There market is also limited to women as they also produce male specfic products but these have failed many times to take of due to past preconception such as the stereotype that Dove products are used by elderly women of the middle class range. This has harmed their sales sin many area including that of men and teenagers even though they have tried direct branding.
Opportunity
As part of the Univalier group they have wide spread group of contacts allowing them to do partnership ranges with companies such as nivea and many more.These allow them the opportunity to reach out to larger audience that is already existing for another brand.
Univalier and Dove work worldwide as they operate in over a 100 companies and have sales in more in 180 countries. This allows Dove to reach sales in every one of these countries allowing the potential of thousands of sales.
The sales of specific market group such as males has grown increasingly recently allows them to target specifically this group giving them the oppotunity to create sales from this area.
Univalier and Dove work worldwide as they operate in over a 100 companies and have sales in more in 180 countries. This allows Dove to reach sales in every one of these countries allowing the potential of thousands of sales.
The sales of specific market group such as males has grown increasingly recently allows them to target specifically this group giving them the oppotunity to create sales from this area.
Threats
A major threat in the industry is competition this faces any company including Dove. There is a large variety of products within this area and the cosumers are willing to change brand thanks to other deals that they may recieve. Including the ethical benefits of other brands such a St. Ives who do not test on animals.
Like with any beauty product a major threat is in the word beauty and how the issue is faced within their campeigns as they cannot force a false image upon its consumers although they may need to keep away from false advertising. This they have tried to do with their 'real beauty ' campeign but again this has been seen as false by many of the critics.
