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.
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.
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 a current opportunity of Dove. Moreover, some wives and girlfriends usually buy some living goods for their husbands and boyfriends. At the same time, this part of female consumers may be contract by other Dove female products. Further more, Dove conditioner and shampoo products’ main target market is female consumers who are over 16. Another new target market is junior high students. This age group seems to be the influential ages, that is 12-15 years old. Conditioner and shampoo products with special ingredient and functions for junior high students will contract them. On the other hands, children and teenagers could influence their parent’s buying decisions. Pester power usually is the main reason that parents decided to buy the product.
More and more people begin to pay more attention on healthy life. And these consumers have spent more time on doing different forms of exercise in gym, swimming pool, ground truck filed and so on. Thus, these athlete consumers’ hair needs special tending and protection. So, different kinds of functions sports shampoo and conditioner are becoming necessary for this part of consumer, the needs are increasing, and athlete consumers are finding the optimal shampoo and conditioner to target their needs. With the development of society, the population of alopecia patient is increasing ZHAOYUAN SUN / SUZHD0903 faster than before. Alopecia has become an international problem. According to incomplete statistics, alopecia patient hold over 30% in total population of the USA and Europe. In china—the country which owns the biggest population, more than 15% people are alopecia patients. Therefore, medicinal shampoo and conditioner will be a new opportunity for Dove.
Up to now, there are six main and big competitor brands of Dove in shampoo and conditioner market. They are Pantene, Herbal Essences, Head & Shoulders, Aussie, Elvive and John Frieda. Because of similar products, price competition has become main way to compete among these brands. For example, the price of Dove shampoo and conditioner 300ml products is au$6.53 in Coles supermarket, it is same as the price of Herbal Essences in same supermarket.
To Unilever, competitors are strengthening their resources-has been a recent increase in mergers and acquisitions in recent times. A big example may confirm this point. Procter & Gamble acquired Clairol Company—a competitive shampoo and conditioner brand. Therefore, the Clairol with strong brand image of Procter & Gamble has been a new strong competitor of Dove shampoo and conditioner products.
Except some main shampoo and conditioner product brands under Procter & Gamble, Unilever and Johnson & Johnson, other brands hold a big share in Europe shampoo and conditioner market. It is over 20% in 2009. At the same time, the competitors of Unilever also develop new shampoo and conditioner brands. Recently, a new product Pantene® Clinicare is promoting by Procter & Gamble. Thus, any entry of new products and brands will be a threat for Dove products.
ZHAOYUAN SUN / SUZHD0903 TARGET MARKET OF DOVE SHAMPOO AND CONDITIONER
The main target market of Dove shampoo and conditioner are female consumers who aged between 16-64 years old. From February 27 and March 26, 2004, the global study collected data from 3,200 Dove female consumers who aged 18 to 64 in these countries: the U.S., Canada, Great Britain, Italy, France, Portugal, Netherlands, Brazil, Argentina and Japan. Result of this study showed that the relationship women have with beauty is complex: it can be powerful and inspiring. The study revealed that women see beauty and physical attractiveness as increasingly socially mandated and rewarded. Almost two-thirds strongly agreed that: “Women today are expected to be more physically attractive than their mother’s generation was” (63%) and “Society expects women to enhance their physical attractiveness” (60%). After this study, another two studies showed that 90% of all women 15-64 worldwide want to change at least one aspect of their physical appearance (with body weight ranking the highest) and 87% of women believe they are too young to be old. Above data and study indicate that making themselves beautiful is still main reason of they buying Dove shampoo and conditioner products as cosmetic products.
Furthermore, especially young girls aged between 16-25 years old, these young girl consumers are very sensitive to fashion and health care. They interested in getting fashion and health care information from different media. Therefore, they are the first group who is contracted by the advertisements of hair care products on many different media. Most of them have a same consumer mentality of good shampoo and conditioner products will make their hair looks like more beautiful and healthy. And they would be more concerned about the different functions and fragrances of different products. Furthermore, female consumers who aged between 25-35 years old also may pay attention on other kinds of shampoo and conditioner products such as baby care products. Dove owns baby shampoo and conditioner—Dove Baby Wash & Shampoo. Young mother will have chance to choose Dove products. Furthermore, female consumers aged between 30-64 years old such as house wives always decided the brand of shampoo and conditioner products for their family.
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