2004 MKT Assess 2&3 (Repaired) update PDF

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2004MKT-Consumer Psychology Assignment 1- Brand Audit

Tutor: David Schmidkte S5101901 -Isabella Leenders S5012605 -Tess Lynch S2898004 -Hannah Retschlag

Content: 1.0 Brand Overview………………………………………………………………………..p3 2.0 Brand target psychographic profile…………………………………………………..p4 3.0 Brand associative network analysis………………………………………………….p5 4.0 Brand positioning strategy……………………………………………………………..p 4.1 Strategy Elements Analysis Table…………………………………………….p 4.2 Brand Characteristics Analysis

4.3 Perceptual analysis 5.0 Competitor analysis………………….………………………………………………….p 5.1 Competitor 1 - Rexona …….………………………..………………………....p 5.2 Competitor 2 - Nivea…………………………………..………………………..p 6.0 Future recommendations…………….…………………………………………………p 7.0 Referencing……………………………………………………………………………...p

1.0 Brand Overview Dove is a very well established brand that was founded in 1957 by the Lever Brothers. The brands success began from the release of their iconic, unique beauty soap that moisturised the skin rather than dry it out. Since then, they have expanded to produce a wide range of personal care products including, “Deodorants in 1997, body lotions in 1998, facial cleansers in 1999 and shampoo and conditioners in 2003” (Hosea, 2008). Dove’s deodorants in particular made a significant breakthrough in 1997 for its unique ability to have “maximum dry protection with the benefits of ¼ moisturising cream which takes care of women’s skin” (Beauty Counter, 1999). The deodorants range contains an aerosol, roll-on, and deodorant stick, allowing women to select their favourite applicator (Beauty Counter, 1999). Over the years Dove has created a positive impression on consumers by appearing as though they are a company that cares about women and rejects stereotypes, unlike their “uncaring” competitors (Millard, 2009). Being the only brand on the market with this personality means that dove has a competitive advantage. Dove has always been known for its empowering, unique ads. They differentiate themselves by challenging the norms of beauty advertisements into a wider campaigning philosophy. They advocate real beauty and focus on current social issues around self-esteem and body image. For the past 10 years Dove has been helping parents, mentors, teachers and leader

deliver self-esteem education that has reached more than 20 million young people so far” (Official Dove website). The company's vision is to help people around the world build positive body confidence and self-esteem.

2.0 Brand Target Psychographic Profile

Image 1: Dove campaign for real beauty

Image 2: Dove deodorant

Dove is a unique company that challenges the norms of everyday beauty. The company’s campaigns are targeted at young woman from the age of 8-16, however the deodorant is consumed by women of all ages. (Dove Website) Dove’s campaigns focus on current issues faced by young woman such as anorexia, anxiety, self-esteem and body image. Dove deodorant is one of the cheaper deodorants on the market retailing at and average $3.93 so is mostly consumers by people with a low to medium level on income. However, because of the message behind the product consumers with a high income also frequently purchase the product as a feel good purchase. Dove is portrayed as an extremely genuine brand. They aren’t “fake” and only use “real women” to promote their brand. Alessandro Manfredi, global brand director for Dove, says that “Dove needs to feel true and make women feel good about themselves. When I see a beauty ad, I don't need to feel I am wrong, I need to buy a product to feel right." (Hosea, 2008) Dove’s deodorant is a feel good product. When customer purchase the product they subconsciously feel good about themselves because they know the product represents something that is true to them and something they value. The people who purchase dove deodorant express 2 qualities from the Big 5 personality traits. These being openness and conscientiousness. Customers show openness because they are Open to trying new things, tackling new challenges and happy to think about abstract concepts. They are conscientious because they have high levels of thoughtfulness, with good impulse control and goal-directed behaviours.(Turiano, Mroczek, Moynihan, Chapman 2013) When referring to Maslow’s hierarchy of needs, the main motivation behind consumer’s decision to purchase Doves deodorant is Self-actualization, esteem need and physiological needs. Consumers feel motivated to make the purchase because they perceive that it will

allow them to achieve their full potential, let them feel accomplished as well as to fulfil their basic needs of having odourless, moisturised underarms. Dove’s deodorant is so much more than just a deodorant. It’s a product that is part of a consumer’s identity. It is a product that aligns with how they like to portray themselves to the world. 2.1 Customer Profile:

Emily-Customer profile

Meet Emily, she is a 16 year old female that earns $12,000 a year at her casual job at Woolworths. She lives in Coorparoo, Brisbane with her parents. She’s currently in school and is faced with all the stereotypes and social pressures that come at that age. She enjoys hanging out with her friends and socialising. She plays sport on the weekends and is very active on her social media accounts (Instagram and Facebook). Emily is always exposed to images of unrealistic models online and has a low self-esteem. She supports the message behind Dove’s products and always purchases their deodorant because they make her feel better about herself. She also likes how moisturising Doves products are in comparison to others on the market.

3.0 Brand Associative Network Analysis

Through the Brand Associative network analysis, it can be seen the consumer of Dove products value the self-actualisation components that dove as a product has to offer. Through traditional and social media marketing, Dove offers consumers the ability to contribute to the support of other consumers and the movement of social acceptance and diversity. Dove’s ‘Campaign for Real Beauty’, launched in 2004, to debunk the stereotype of beauty amongst women. The campaign featured several campaigns involving various body shapes and sizes. Later in 2013, their campaign ‘Real Beauty Sketches’ attracted over 135 million views, focusing on how women describe themselves, insecurely, and how other women perceive their beauty (Winzar, 2015). These campaigns have provided consumers with further selfactualisation values and self-care. The Dove campaigns also display a sense of sincerity as the consumer’s self-esteem is the key focus, ensuring each consumer can recognise their own individual beauty and attributes, supporting self-concept. Dove’s promotions also include online resources readily available for download for a range of consumers, including parent and mentors, teachers and youth leaders. These resources allow consumers to take the issue of self-esteem in women further than the advertisements they see from Dove over different forms of media. These resources cover issues such as bullying, peer-pressure, body image and relationships. Features of the Dove products, focusing on women’s deodorant, include instant drying, 48hour protection and moisturising properties, these features allow consumers to use the

product with confidence. Confidence in the product can lead consumers to increased confidence in social settings, and increased time with family and friends. Pricing of Dove deodorant products are affordable and maintain the brands key messages of equality amongst women. Keeping prices at an affordable level and having a relative distribution level also supports the sincerity of the brands personality as it is attainable for women of all ages and incomes. The features of the product in line with the features of the product provide the customer with a sense of value for money.

4.0 Brand Positioning Strategy

4.1 Strategy Elements Analysis Price positioning -Mi d d l e -Of t e no ns a l e -Av g . p r i c eo f r o l l o n $ 3 . 9 3 -Av g . p r i c eo f 2 5 0 ml Ae r o s o l $ 7 . 3 1 ( Ap p e n d i x1 )

Distribution

Packaging size, colour, logo etc. -Ma j o rf o o dr e t a i l e r s– -Ro l l o n , Ae r o s o l Co l e s / Wo o l wo r t h s ( 1 6 9 ml , 2 5 0 ml ) -Ph a r ma c i e s– -Si n c e r ep a c k a g i n g Ch e mi s t Wa r e h o u s e ( l o g o , wh i t ec o l o u r ) -He a l t ha n dBe a u t y -Re c o g n i s e dl o g o s t o r e s–Pr i c e l i n e -‘ Or i g i n a l ’ f o r mu l a -Ca nb u yo n l i n ef r o m fi r s t o p t i o no n a b o v er e t a i l e r s( a n d we b s i t e mo r e )

Promotion -Au s t r a l i a : ‘ Do v ePa t c h e s ’ , ‘ Re a l Be a u t y Sk e t c h e s ’ -UK: ‘ BeRe a l Bo d yI ma g ePl e d g e ’ , ‘ Do v eSe l f Es t e e mPr o j e c t ’ -Un i v e r s a l : ‘ Ch o o s eBe a u t i f u l ’ -On l yu s er e a l wo me ni na n y p r o mo t i o n s h t t p s : / / www. y o u t u b e . c om/ wa t c h ? -Ad1 : v = Ea t HVd c Sfl 4 &l i s t =PL1 DFCF9 0 BDB5 8 D5 7 4&i n

d e x = 1

-Ad2 :ht t p s : / / www. y o u t u b e . c o m/ wa t c h ?

v = mg 2 g 6 Yi n q J s

4.2

Brand Characteristics Analysis

Brand Logo/Symbolisation

Promise/Vision

Go l d e n / y e l l o wd o v e

Not a g l i n e–

‘ Do v e ’ wr i t t e ni nb l u e i t a l i c sf o n t

Brand Attributes

Brand Personality/Reputation

n c e r i t y -o p e na n dh o n e s t Do v ea n t i p e r s p i r a n t d e o d o r a n t s Si c r e a t e dwi t h¼mo i s t u r i s i n g Be a u t yCo u n t e r , 1 9 9 9 ) Ex c i t i n g Cr e a t e st h e He l pr a i s es e l f e s t e e m c r e a m( e x c i t e me n t o f r e a l b e a u t ya n d a n dr e a l i s ef u l l p o t e n t i a l “ Be c a u s ewek n o wy o uwa n t b e i n gy o u r s e l f ( Do v ewe b s i t e ) mo r ef r o ma na n t i p e r s p i r a n t d e o d o r a n t t h a nj u s t p r o t e c t i o n , Ge n u i n e No t f a k e , u s er e a l y “ Th eh o meo f r e a l wi t hDo v ey o ug e t c a r e , t o o ” wo ma ni nc o mme r c i a l s / p h o t o s b e a u t y ” ( Do v ewe b s i t e ) n o ta c t o r s Al l f o rr e a l wo me n

4.3

Perceptual Map Analysis

Distribution - Hi g hd i s t r i b u t i o n( Ap p e n d i x2 ) - Co n v e n i e n c e - Ac c e s s i b l ef r o mma n yc h a n n e l s( i ns t o r es h o p s , o n l i n es h o p s ) - Hi g h l yu s e d

Brand Personality - Aaker - Si n c e r i t y( d o wn t o e a r t h ,h o n e s t ,wh o l e s o me , c h e e r f u l )

The Dove Brand is among the most popular and recognised brands in the cosmetics business. Dove has established itself and now retains a distinctive place in consumers minds as a sincere, pure and wholesome brand (Aaker, 1997) due to tactical advertising and campaigns. With campaigns such as ‘Dove Choose Beautiful’, ‘Dove Self-Esteem Project’ (Dove UK, 2018) and ‘Real Beauty Sketches’ (Dove Australia, 2018)’, it is clear as to what Dove’s vision and message is to their consumers.

Dove has portrayed this ‘self-care’ notion for 50 years, when they introduced their first product, the Dove Beauty Bar in 1957 (Unilever US, 2018). The product was designed to change the way women cared for their skin and cared for themselves, which ultimately became Dove’s vision for the brand. This promise has persisted over history and has become a point of different in comparison to other competitors who have opted for a ‘sporty’ approach.

The Dove logo has been created to mirror the brand's vision and personality with special attention to symbolism and colours. It comprises of a dove symbol, which being a figure of love, care and beauty, fits the brand’s vision perfectly. The colour gold represents compassion and prosperity, while the navy-blue colour represents trust and integrity. Both colour decisions complement the brand personality and instil a sense of feeling in consumers’ minds.

5.0 Competitor Analysis Rexona and Nivea are another two of the most well-known deodorant brands among Australians. Both brands are different in terms of brand personality and promotion strategies compared to Dove. To decide on which exact deodorant to use as competitors, “women’s deodorant” was searched in both the competitor’s product range on their websites; Rexona Sexy Bouquet and Nivea Invisible for Black and White were the first options.

5.1

Competitor 1 - Rexona - Sexy Bouquet Deodorant

Strategy Elements Analysis Price positioning -Av g . p r i c eo f r o l l o n $ 4 . 2 0 -Av g . p r i c eo f 2 5 0 ml Ae r o s o l $ 6 . 3 4( Ap p e n d i x 3 ) -Of t e no ns a l e

Distribution

Packaging size, colour, logo, etc.

-Ma j o rf o o d -Ro l l o n , Ae r o s o l . r e t a i l e r s Co l e s , -Sp o r t yl o g o Wo o l wo r t h s -Pi n kp a c k a g i n gwi t h -Ph a r ma c i e s T e r r y n a v yb l u et i c k Wh i t ec h e mi s t , s ma l l / c o n v e n i e n t p r i c e l i n e , c h e mi s t s i z e wa r e h o u s e -He a l t ha n dBe a u t y s t o r e s p r i c e l i n e -On l i n e

Promotion -Sp o r t y / o nt h eg ov i b e a p p r o a c h -# Do Mo r e -En d o r s e db ya t h l e t e s -Ad1 : h t t p s : / / www. y o u t u b e . c o m/ wa t c h ? v = s S4 i H8 O_ Fs A

-Ad2 : h t t p s : / / www. y o u t u b e . c o m/ wa t c h ? v = f c l x q 0 t N0 I A&l i s t = PL l Qy Vs Qo DNl 7 p I a Wu Ct o v 3 NA v SUx 6 r s 5 W&i n d e x = 2

Brand Characteristics Analysis Brand Logo/Symbolisation

Promise/Vision

Brand Attributes

Na v yb l u et i c k

T a g l i n e-“ I t wo n ’ t l e t y o u Swe a t / o d o u rc o n t r o l u pt o4 8 d o wn ” h o u r s . ( Re x o n awe b s i t e )

‘ Re x o n a ’ wr i t t e ni nb l u e o rb l a c kf o n t En d e a v o r st ob r i n ga n Ea s ya p p l i c a t i o n e n e r g ya n df u ni n t ot h e i r b r a n d

Brand Personality/Reputation Sp o r t y , En e r g e t i c , Mo v e me n t Ma d ef o ra t h l e t e s

Perceptual Map Elements Distribution - Hi g hd i s t r i b u t i o n - Ha st h emo s t p r o d u c t si ns t o r e s

Brand Personality - Aaker - Ne i t h e rs i n c e r eo rs o p h i s t i c a t e d - Wo u l df a l l u n d e rAa k e r ’ sr u g g e d n e s sc a t e g o r y

Rexona is another prominent brand in the cosmetics industry and is highly used by Australian consumers. It’s products are also distributed the most within grocery and pharmacy stores compared to Dove and Nivea (Appendix 2), meaning consumers are seeing more of their products while decision making. Although the product, Rexona Sexy Bouquet, has pink packaging and a ‘feminine’ appeal, Rexona’s brand and products predominantly have a ‘sporty’ and ‘on the go’ vibe. Rexona’s advertising approach is focused on movement and athletes, contrasting Dove’s focus on beauty empowerment and real women approach. The two advertisements in figure 5.1 both incorporate sports and encourage people to ‘Do More’. Rexona uses local, wellknown faces in the sport industry such as Johnathan Thurston to promote their products. Rexona's target market is focused more on ‘Sporty” consumers as opposed to Dove’s typical consumer. Although this “sporty approach” gives Rexona a point of difference compared to Dove, Rexona’s brand personality of ruggedness (Aaker, 1997) does not connect as well with consumers and therefore does not gain the loyal customers that Dove does.

In terms of Maslow's Hierarchy of needs, Rexona only achieves the first two rungs, Physiological and Safety needs. Rexona’s problem is that they have positioned their

deodorants as just a basic need, whereas Dove have positioned themselves across all five levels of the Hierarchy reaching the Psychological and Self-Fulfillment needs.

5.2

Competitor 2 - Nivea - Invisible for Black and White

Strategy Elements Analysis Price positioning

Distribution

-Av g . p r i c eo f r o l l o n $ 3 . 7 7 -Av g . p r i c eo f 2 5 0 ml Ae r o s o l $ 6 . 7 0( Ap p e n d i x 4 ) -Of t e no ns a l e

Packaging size, colour, logo, etc.

-Ma j o rf o o dr e t a i l e r s -Ph a r ma c i e s -He a l t ha n dBe a u t y s t o r e s -On l i n e

Promotion

-Ro l l o n , Ae r o s o l ( 1 6 9 ml , 2 5 0 ml ) -Sp o r t yl o g o -Pi n k , wh i t e , b l a c k a n dn a v yb l u e p a c k a g i n g

-Sl e e k -Ad1 : h t t p s : / / www. y o u t u b e . c o m/ wa t c h ? v = J 9 l Qi Z2 V0 l k

-Ad2 : h t t p s : / / www. y o u t u b e . c o m/ wa t c h ? v = p n F1 4 r 1 h x B0

Brand Characteristics Analysis Brand Logo/Symbolisation

Promise/Vision

Brand Attributes

Brand Personality/Reputation

Na v yb l u ec i r c l ewi t h Ni v e awr i t t e ni nwh i t e

Be i e r s d o r f ( c o mp a n y ) ‘ i n n o v a t i v ea n dh i g h q u a l i t yc o s me t i c p r o d u c t s ’

4 8h o u r so fa n t i p e r s p i r a n t a c t i o n F i r s td e o d o r a n t t h a t p r o t e c t s a g a i n s t y e l l o ws we a t s t a i n s

F e mi n i n e , s o p h i s t i c a t i o na n d e l e g a n c e

Perceptual Map Elements Distribution

Brand Personality - Aaker

o Mi d d l et oHi g hDi s t r i b u t i o n( l o we s t o f a l l t h r e eb r a n d s ) o Hast h el e a s t p r o d u c t si ns t o r e s ( Ap p e n d i x2 )

- Hi g hs o p h i s t i c a t i o n - Su p e r i o rt oi t sc o mp e t i t o r s

Nivea is a brand owned by the German company, Beiersdorf, and is their most successful and important brand (Beiersdorf, 2018). Nivea’s brand personality and logo design is the most

similar to Dove’s out of the two competitors, however Nivea does not branch to a specific audience compared to Dove’s promotion strategies. The main point of difference for Nivea is that their brand personality portrays Sophistication and eliteness. Nivea’s products are promoted as a mix between Rexona’s practicality, and Dove’s self-care aspects. The examples of advertisements provided both include an elegant looking woman in slow motion, creating a sleek atmosphere of the advertisement, reflecting the brands personality of Sophisticated (Aaker, 1997). Nivea has fallen into the category of only being a basic necessity for consumers. They haven't established a tactic that will differentiate themselves from other consumers; Dove has become an empowering platform for everyday women, and Rexona has focused on athletic consumers. When referring to Maslow’s Hierarchy of Needs, Nivea will only achieve the basic needs section, as opposed to Dove who succeeds all sections of the pyramid.

6.0 Future Recommendations The following recommendations can be made after assessing the brand analysis.

6.1 Recommendation One Increase the product range availability to meet that of competitor, Rexona. Increasing the product range availability will further it in competition as prices are already at a competitive level. Rexona offers the same level of protection against body odour but mainly targets active consumers, whilst Dove targets all women with the same level of protection. Increasing the number of products from the range available in distributing stores increases the chances of consumption. Increasing the level of availability to more stores including fuel stations and small chain stores will also provide more consumers with the ability to purchase the product. The effectiveness of increasing the product range can be measured with sales over a one year period to determine if increasing the range and availability to consumers increases the sales.

6.2 Recommendation Two Increase the number of products and sizes av...