PRINCIPLES OF MARKETING subject name doves marketing strategy analysis in vietnam market and make proposals

Theyoffer a wide range of products: body washes, hand and body lotions, facialcleansers, deodorants, shampoos, conditioners and hair styling products… MISSION Since its birth, Dove has s

Microenvironment

The Company

Since 2017, Nguyen Thi Bich Van has served as the chairman of Unilever Vietnam, guiding the company’s leadership and strategic direction With more than 25 years at Unilever, she has played a pivotal role in shaping the management plan and fostering cross-department collaboration to enhance organizational effectiveness Today, she and 1,500 employees continue to pursue Unilever’s mission: “Striving for a better Vietnam.”

Unilever’s R&D centres in Vietnam drive product innovation by creating new products and enhancing existing ones to delight Vietnamese consumers The company has invested more than $300 million in the Vietnam market, signaling a strong commitment to growth in the region Consequently, more Unilever products, including Dove shampoo, are becoming well known among Vietnamese shoppers and are recognized for quality.

The Supplier

Dove relies on a robust supplier base to mitigate supply chain bottlenecks, partnering with Firmenich and Givaudan—Swiss multinational manufacturers of flavours, fragrances, and active cosmetic ingredients that were among the world’s largest players in the flavours and fragrances industries as of 2017 In Vietnam, Unilever, the parent company of Dove, is sourcing key raw materials from Vinachem and its subsidiaries.

TIEU LUAN MOI download : skknchat123@gmail.com member companies This also contributes to more consistent and long-term supply of production materials for Dove.

Intermediaries

To date, Unilever's distribution network in Vietnam includes more than 150 distributors and 300,000 retailers nationwide Its wholesale partners cover major supermarkets such as Lotte Mart, Coopmart, GO, and Mega Market, while Dove is also distributed to retailers like VinMart, Bach Hoa Xanh, Circle K, and various local grocery stores and markets in customers’ neighborhoods In recent years, Dove has expanded its reach with a strong e-retail presence through platforms such as Shopee, Lazada, and Tiki.

Figure 2 Supermarket in Vietnam Figure 3 Convenience store in Vietnam

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Unilever relies on trucks and containers as its main mode of transportation to deliver goods efficiently Since 1995, the company has established Lever Haso and Lever Viso to manufacture and distribute affordable personal care products for Vietnamese consumers The aim is to ensure delivery to mountainous and rural areas and to reach customers across every corner of Vietnam.

Although Unilever has their own Marketing department, they still cooperate with many prestigious agencies such as WPP, Omnicom and Interpublic

Competitors

Within the Vietnam market, Dove's average price in the same product segment is markedly higher than its main competitors, such as Clear and Sunsilk This price gap represents a significant disadvantage for Dove, limiting its competitive appeal in a price-sensitive market and making it harder to gain share against lower-cost brands.

Vietnam's hot and humid climate creates a strong demand for dandruff-cleansing shampoos Dove products mainly focus on restoring moisture, while Clear has rapidly expanded its line with anti-dandruff and cooling shampoos Consequently, Clear dominates the market in central and southern Vietnam, where consumers seek effective relief from dandruff in humid conditions.

Beyond Dove's "Real Beauty" tagline, the brand has not secured a slogan that resonates strongly with Vietnamese consumers Sunsilk, by contrast, uses experts in its television commercials to boost credibility in a crowded hair care market This contrast demonstrates how expert-led TVCs can enhance verifiability and broaden reach among consumers To extend its footprint in Vietnam, Dove should invest more in TV advertising (TVC) to connect with a larger audience.

Figure 5 A survey made by Q&Me

Publics

In 2017, Dove faced backlash over a shower gel advertisement that depicted a Black girl wearing a dark brown shirt who, after removing it, turns into a white girl with a completely different look, sparking accusations of racism and calls for a boycott The controversy also reached India, where public outcry over a top-selling skin-lightening product led Dove to rename 'Fair & Lovely' to 'Glow & Lovely' The incident underscored how quickly audience perception can shape a brand’s fate and highlighted the need for advertising that avoids harmful stereotypes while resonating with a diverse global audience.

Customers

Dove centers its strategy on customer-centricity, addressing two main market segments: resellers and end consumers Its products are suitable for both men and women across various age groups, though the brand’s core consumer base is young, independent, and affluent women.

18 and 34 Customer-centricity is Dove's guiding principle The brand has launched many campaigns over the last decades to educate customers about

TIEU LUAN MOI download : skknchat123@gmail.com changing people’s social perceptions, especially women Therefore, Dove’s products try to influence people both physically and emotionally.

Macroenvironment

Demographic environment

Vietnam’s population is about 98 million (General Statistics Office, April 2021) About 68% are in the 15–64 age bracket, with roughly half under 34, signaling a young population and a large labor force This demographic profile presents a significant market opportunity for Dove to grow its business in Vietnam by targeting youthful consumers and expanding its footprint in a fast-growing economy.

2019, the number of urban centers in the country has increased to 830 The urbanization rate of the country is estimated to reach about 40% by the end of

Since 2019, the trend shows more citizens seeking urban living environments over rural areas, and Dove can leverage this shift to expand its workforce and reach more consumers As a result, Dove is increasing production, with a focus on Hanoi and Ho Chi Minh City to meet rising urban demand.

Economic environment

The Vietnamese economy is rapidly changing with remarkable speed In Covid

19, Vietnam’s economy has remained resilient, expanding by 2.9% in 2020,

Vietnam is experiencing one of the world’s highest growth rates, with growth expected to reach 6.5% in 2021 Despite reduced spending on food services, travel, luxury shopping, and entertainment, Vietnamese consumers are increasingly prioritizing health care and personal hygiene products Nielsen Vietnam’s 2020 study shows the personal care category was among those with increased consumption during the Covid-19 period Moreover, living standards in major cities are rising, and higher incomes mean price matters less while product quality becomes the priority in personal care.

Natural environment

According to Dove, most of its inputs come from agricultural raw materials, making the natural environment central to its manufacturing Growing concerns about environmental sustainability have risen as depleting natural resources, including nonrenewables such as oil, coal, and natural gas, threaten long-term supply In response, Dove is moving more of its logistics from road to rail and from road to sea to cut transport emissions and minimize ecological impact The company is also investing in sustainable packaging by reducing virgin plastic use, exploring alternative materials and packaging innovations to lower environmental footprints.

The Technological environment

By harnessing advances in science and technology, Unilever delivers its products quickly and at low cost, making them easily accessible to consumers This efficiency strengthens the brand’s reputation and drives significant profitability growth.

Technological innovation in every product is essential in the Industry 4.0 era, and it will determine Dove's ability to compete with larger competitors Dove, in particular, collaborates with partners to fuel this innovation and strengthen its market position against bigger players.

Research and Development professionals and dermatologists to develop advanced technologies and ingredients for signature Dove care.

Cultural environment

Vietnamese women have long prized black, long, bouncy hair and smooth, bright skin as symbols of Asian beauty, with a deep appreciation for natural elements as sources of beauty As society evolves, the preference for natural care grows, driving brands to respond with accessible products and widespread media communication Dove has answered by increasing production and placing a strong emphasis on reaching Vietnamese consumers through mass media, promoting products that align with these beauty ideals A notable example is Dove Nourishing Secret, a line enriched with lotus extract and rice water that blends traditional beauty cues with modern hair and skin care.

– two natural ingredients that are close to Vietnam’s tradition.

Political and social environment

In response to the influx of foreign brands in Vietnam, the government has enacted laws to encourage Vietnamese citizens to support local products, including the "Vietnamese people use Vietnamese goods" program These measures are aimed at strengthening the domestic economy by promoting Vietnamese goods and supporting domestic brands Consequently, consumer shopping behavior is being reshaped, with buyers increasingly prioritizing Vietnamese products and impacting retailers and retail markets.

In 2010, working closely with the Vietnamese government, global Unilever launched its Sustainable Development Plan (USLP) to double growth, halve environmental impact, and increase positive social impact, with practical goals such as a commitment to bettering the lives of Vietnam's people.

20 million people by increasing sanitation and health for all, minimizing the environmental impact of production and commercial activities, as well as product consumption…

Segmentation

Both urban and rural area

CHILDREN TEENAGER ADULTS MIDDLE-AGE

Age • Children: 3- 13-17 years old 18-40 years old 40-65 years old

Financially dependent Middle to high dependent

Single/Dating/Marri- Married/Have ed/Have kids kids or grandchild

Student Student/Working Working/retire

Financially dependent Middle and upper class

Lifestyle Depend on Energetic, pay more Busy with work and Busy with work their parents attention to their

TIEU LUAN MOI download : skknchat123@gmail.com and family family Stable appearance

Personality product, Trendy and luxury cartoon

Medium Medium High sensitivity their parents

Depend on gift on Daily use, sale-off, gift Daily use, sale- their parents Teacher’s/Mother’s for coworker off, gift

Buying Depend on platforms, Online, supermarket, grocery store, place their parents convenience stores, grocery store, market market supermarket

User status Mostly first-time users First-time users Regular users

Usage rate Quite high Medium to high Medium to high

(switch and gain experiences by using different products)

Long lasting scent, Treat hair loss, Nourish bouncy and take care and keep long lasting and

Benefit easily lustrous hair dehydrated color for chemically relaxing scent, skin treated nourishing hair

Targeting

Target Strategy

Dove pursues a differentiated marketing strategy to offer a broad, gender- and age-responsive range of skin and hair care products that address a variety of concerns The brand’s lineup is designed to provide targeted solutions for different skin and hair issues, ensuring relevance for men, women, and babies alike For example, within the shampoo and body wash category, Dove maintains three distinct lines tailored to men, women, and babies, demonstrating how the company aligns product formulations with the specific needs of diverse consumer groups while upholding its signature emphasis on gentleness and care.

Particularly for shampoo products for women, there are 5 main types:

- "Dove nutritive solutions intensive repair" for women with weak, split ends, damaged hair

- "Dove nutritive solutions oxygen moisture" is suitable for dry and flat hair, helps to nourish hair soft, bouncy but not sticky.

- "Dove nourishing secrets thickening ritual" for thin, flat hair, helps to moisturize and plump hair.

- "Dove nourishing secrets glowing ritual" is suitable for handling dry, frizzy hair, making it shiny and straight.

- "Dove nourishing secrets hair boost ritual" helps protect hair from damage and breakage, for naturally strong hair.

Based on 5 different types of shampoos being sold in the Vietnamese market,Dove is using differentiated marketing to reach a diverse range of customers and dominate the shampoo market.

Target market

Dove’s primary target market consists of women aged 20 to 45 who are financially independent and have a middle to high income This demographic is typically image-conscious, invests in premium beauty products, and is willing to spend more for quality Because of their higher purchasing power, women in this group generally have easier access to Dove’s products, which are priced above many competing brands Many women in this age range are or plan to become mothers, a life stage that often brings noticeable changes in skin and hair In this context, Dove positions itself as a reliable solution to address these appearance-related changes and to meet the needs of women managing beauty during and after pregnancy.

Positioning

The positioning map shows Dove delivering a high-quality shampoo line at a reasonable price, while Tresemme is regarded as high quality but priced significantly higher than Dove An online survey indicates Dove's popularity among female consumers is only about 15% In contrast, mid-priced yet high-quality options like Clear and Sunsilk account for about 22% of the market.

18 percent of the market, respectively Dove needs to develop even more to

TIEU LUAN MOI download: skknchat123@gmail.com indicates that to stay competitive in the long run, you need to understand how rivals win customers They succeed by offering low-cost, high-quality products that truly please clients.

Dove positions itself as a brand that champions realistic beauty, boosting women's self-confidence, self-esteem, and self-acceptance while committing to deliver real experiences and real values that awaken the beauty in each person, including Vietnamese women Unlike competitors, Dove emphasizes authenticity—it's not about becoming better, but about recognizing true beauty This distinctive focus has given Dove a competitive advantage in the category, as no other brand achieves this level of authentic positioning In a market crowded with pressures to obsess over imperfections, Dove acts as an oasis of calm, countering the hysterical voices and offering a more hopeful, empowering narrative.

Product

Type of product

Dove’s personal care products are convenient items that meet regular consumer needs in daily routines, making them quick and easy to buy As staples in the personal care category, they’re typically purchased with little planning and minimal comparison due to habitual demand, even though the shopping process can involve high shopping effort to select the right option.

Individual product and service decision

Dove’s strategy centers on core product attributes that define its brand positioning, foregrounding moisturizing benefits, a milky cream texture, a soft lather, a lighter fragrance, and claims of minimal side effects to convey gentleness and safety Every Dove product is designed to be benign and mild, reinforcing a perception of care and reliability The branding—name, tagline, and logo—emphasizes feminine simplicity, enabling Dove to capture the attention and loyalty of women.

Dove refers to the dove, a bird widely recognized as a symbol of peace, happiness, and pure beauty The name is simple and easy to remember, qualities that help it resonate with people who appreciate beauty and femininity By combining a timeless symbol with a warm, approachable name, the term Dove communicates elegance, gentleness, and grace in a way that stays memorable.

DOVE is a unique name that captures the product’s essence and the brand’s identity, signaling a commitment to real beauty and the well-being of women For more than 50 years, the DOVE name has remained firmly in the market, consistently aligning with the company’s founding values of taking care of real beauty, respecting and cherishing women.

After 4 times of logo changes, the current logo of dove is a combination of the dove symbol and the name of the company It is one of the most popular and widely recognized logos in the cosmetics industry Like any other brand, DOVE takes advantage of the logo's recognizable ability anywhere, on product packaging, in sponsorship events, internal events That way of doing it invisibly creates a connection between the logo and the brand personality.

Dove remains top of mind for Vietnamese consumers thanks to the memorable slogan “Vietnam's No.1 Damaged Hair Care Shampoo,” a simple message that resonates with crowd psychology, emotions, and trusted expert advice Through ongoing campaigns, this slogan reinforces Dove's value proposition and helps attract customers, keeping Dove among the top 10 most trusted shampoos used by Vietnamese women.

Dove demonstrates how a brand extension strategy can broaden influence beyond a core category Once known for its skin and hair care products, Dove expanded from soaps into fast-moving personal care, adding shampoos, body washes, conditioners, deodorants and facial cleansers The line broadened its appeal beyond women with new offerings like Dove Men+Care for men and Baby Dove for babies, signaling a strategic move toward a broader audience While expansion carries risks, the benefits for Dove include a stronger brand image, greater customer recognition, and, most importantly, a wider range of choices for Dove customers.

In addition, Dove also applies the Line Extension strategy to its product lines.

Dove's approach to its hair and body care lineup shows how a brand can tailor offerings to diverse needs, with shampoos that feature multiple functions and scents designed for different hair conditions, and shower gels and conditioners available in a range of sizes and weights to match each customer's preferences This strategy highlights Dove's ability to capitalize on its strong reputation and extensive customer research to develop the right product lines that resonate with shoppers and meet varied demands.

Product mix

Number of different product lines carried by Unilever are divided in 5 main lines of products

Body washes Deodorant Shampoo Conditioner Facial Cleansers

- Deeply nourishing - Original - Intense Repair - Intense Repair

- Gentle Exfoliating - Go fresh - Oxygen Moisture - Oxygen Moisture

- Aqua Moisture - Powder Sof - Thickening Ritual - Thickening Ritual

- Relaxing - Glowing Ritual - Glowing Ritual

- Invigorating Ritual - Hair Boost Ritual - Hair Boost Ritual

Product Life Cycle

• Introduction stage: The products have been launched in the market but the people are not aware of the product.

During the growth stage, promotional efforts across multiple channels build consumer awareness, which drives a notable rise in sales Even though Dove Shampoo entered this growth phase later than its competitors, its sales have skyrocketed as awareness grows and demand expands.

• Maturity stage: This is the stage where product sales are at a stable level.

Dove both focuses on giving customers a soft and shiny hair, while constantly launching new products that give consumers more choices.

• Decline stage: This is the time Dove has to make changes to their products At this time, Dove should have promotions such as buy 1 get 1 free or gifts when buying products In addition, Dove also needs to expand its product lines more such as body wash, facial cleanser, body lotion,

III PRICE Figure 8 Dove’s Product Life Cycle

Price

Pricing Method

Due to late market penetration, Dove has adopted competition-based pricing with the aim of gaining market share from competitors Dove shampoos of Unilever have the similar strengths as Pantene of P&G Both brands are for the middle class, use for damaged hair and receive many positive comments from customers Both products have similar quality Therefore, Dove cannot set higher prices than Pantene without losing their customers Instead of that, the price of Dove shampoos is similar to Pantene shampoos, which Dove and Pantene cost about 70,000VND and 65,000 VND respectively for 330ml shampoos However, compared to other brands such as Rejoice, Doublerich and Enchanteur, the price of Dove is higher than all of them Although Dove’s products are priced a bit higher, its qualitative products have been a great help to the brand Besides, women claim that they are willing to spend more money on personal care products that will help in enhancing their beauty.

Pricing Strategies

Dove choose broad strategy of Market - penetration pricing

Since its launch in Vietnam, Dove has established itself as a leading shampoo brand By introducing the product at a price lower than competitors, Dove made it more affordable and encouraged more consumers to try it Over time, this accessible pricing strategy boosted brand awareness and expanded Dove's customer base.

At Dove, there are two types of competitive pricing strategies That is:

Product line pricing is the practice of setting different prices for multiple products within the same product range to appeal to different customer preferences and price points For example, within Dove's 530g lineup, the deep moisturizing shower gel is priced at 123,500 VND, while the other 530g variants—moisturizing body wash, skin lightening body wash, and skin regenerating shower gel—are priced at 149,000 VND.

Bundle pricing means offering a product at a cheaper price if a customer buys more of the same product line.

For example, a bottle of Dove Damage Repair Shampoo (640g) costs 125,000 VND If the Customer buys two bottles, the price will be 230,000 VND.

For example, a customer can buy Dove Damage Repair Shampoo (640g) for 125,000 VND and Dove Conditioner (620g) for 125,000 VND, and when two bottles are purchased together, the total price is 230,000 VND.

Nielsen's 2020 data shows that during the COVID-19 pandemic, 39% of Vietnamese consumers increasingly shop online To capitalize on this shift, Dove adopted promotional pricing to boost short-run sales by temporarily pricing products below the list price or even below cost For example, Dove uses flash sales on Shopee to offer preferential prices, and its shampoo and shower gel are promoted at discounted prices during Shopee's sale party to attract younger buyers.

Place

Channel Design Decision

Owned by Unilever, Dove uses an intensive distribution strategy to ensure its products reach consumers worldwide In Vietnam, the brand does not rely on official agents; instead, Dove is distributed through both offline and online channels, with shampoos widely available in supermarkets, grocery stores, and e-commerce sites A 2012 Vinaresearch survey on Vietnam’s shampoo market shows that about 51% of consumers buy shampoo in supermarkets and roughly 29% in grocery stores This alignment with Vietnamese shopping habits highlights Dove’s successful application of intensive distribution and its ability to create convenient purchasing options across multiple retail formats.

Promotion

Promotion Mix

Figure 9 "Ngẫu hứng đời thường" campaign to celebrate Vietnamese women's day

According to a survey by Dove, more than 60% of women are not confident with their body.

Dove keeps its advertising campaigns closely connected to real customers by featuring ordinary women instead of representative faces or A-list stars In its latest promotional push, Dove uses portraits of real women rather than the glamorous models often praised by other brands This approach emphasizes authenticity and relatability, resonating with audiences who seek genuine representation and reinforcing Dove's position as a brand that champions real beauty.

To celebrate Vietnamese Women's Day in 2020, the TVC "Ngẫu hứng đời thường" spotlights ordinary Vietnamese women with a wide range of personalities—from twenty-somethings and housewives to mothers, businesswomen, and women who do manual work No matter their role, each woman shines with her own beautiful hair, delivering a message of everyday empowerment and authentic beauty that reflects the diversity of Vietnamese society.

Dove has moved many viewers, reached 13 million views on

Youtube and once again honored the natural beauty of Vietnamese women.

In the Vietnam market, besides many effective

Figure 10 Beauty blogger An Phuong cooperates with Dove to advertise deodorant cream products

Dove Vietnam expands beyond traditional advertising—TV, print, and online ads—by collaborating boldly with beauty bloggers, key opinion leaders (KOLs), and other brands to drive interaction on its social channels In 2020, Dove Vietnam partnered with Shopee, Merzy, and beauty blogger Linh Truong to promote makeup remover products, and teamed with Misoa, An Phuong, Man Tien, and Guardian to promote deodorant cream These livestream collaborations delivered a strong engagement lift on Dove Vietnam’s fan page, with the livestream reaching 23,000 comments and attracting thousands of online viewers, and more than half of the comments providing positive feedback about Dove products while the remainder reflected intent to use Dove based on that favorable sentiment.

In mid-2018, Dove Vietnam launched a 4-minute TVC with the message:

Being yourself is easier when you have someone by your side Dove's TVC follows three girls, each with a distinct hair story, who long for their mother's empathy and support Through these intimate moments, the mothers ask to share the same hairstyle as their daughters, turning hair into a bridge between them With these hair stories, Dove aims to show that a close mother–daughter bond helps girls feel seen, understood, and confident to be themselves.

Dove’s 2018 TVC in the Vietnamese market, depicting a mother and daughter and the daughter’s realization that her mother will always understand and support her, is regarded as one of Dove’s strongest advertisements in Vietnam This TVC delivers a powerful psychological impact on viewers, as evidenced by over 12 million views, 14,000 likes, and hundreds of positive comments Consequently, Dove has left a distinct impression on consumers and achieved a measurable boost in brand recognition within the Vietnamese market.

In 2020, Dove continues to make an impression in the community with the campaign

Courage Is Beautiful is Dove’s humanitarian campaign honoring the doctors and nurses on the front lines of the COVID-19 pandemic, who fight day and night to protect communities Rather than erasing the marks from long hours of wearing masks, the campaign reframes them as symbols of bravery and resilience, turning signs of hardship into a testament to the beauty of courage By highlighting the spirit of frontline healthcare workers, Dove conveys that true beauty can emerge from care, sacrifice, and unwavering dedication during the pandemic.

Dove doesn’t rely on billion-dollar campaigns or overt event sponsorships; instead, it emphasizes spiritual values that encourage women to believe in themselves and feel confident in their own beauty This authentic empowerment strategy generates a strong PR effect, with Dove’s positive image appearing in newspapers and magazines and resonating with consumers through a credible, aspirational narrative.

Although not as popular as its earlier tools, personal selling remains a viable option for Dove in booth activations and brand events It helps reach audiences who haven’t yet interacted with the brand, uncover their needs and interests, and collect valuable consumer feedback, while also boosting brand recognition Personal selling offers a direct way to deliver a new experience, reinforce brand values, and foster closer customer relationships Its main drawback is cost, but its ability to reach deeper into potential customers can expand the target audience.

Figure 13 Some booth activations and Dove’s events

Dove uses sales promotions to prompt quick purchases of its products or services, aiming for a short-term sales impact You can find these promotions across magazines, supermarkets, and any place that captures consumer attention Moreover, sales promotions encompass a wide variety of tools designed to stimulate faster or stronger market responses and help Dove drive immediate demand.

Targeting the final buyer is a core objective of Dove's marketing strategy In 2020, Dove launched attractive promotions, including free samples paired with shampoo, to accelerate purchases and encourage customers to try additional Dove products The brand also leverages annual Black Friday events by releasing numerous coupons on supermarket shelves and through e-commerce channels to attract value-seeking shoppers.

Trade promotion is a strategic approach that persuades resellers such as Lottemart, Coopmart, and Bach hoa xanh to allocate shelf space, feature products in retailer advertising, and actively push them to consumers This mutually beneficial arrangement is secured through price-off incentives, display and promotional allowances, and other support that align retailer and manufacturer goals By offering these terms, manufacturers boost product visibility, drive consumer demand, and help retailers increase sales, while retailers gain more traffic and promotional power for the brands they carry In short, trade promotions create a win-win cycle: better shelf presence, stronger advertising exposure, and faster product turnover.

Promotion Mix Strategies

In a push strategy, Dove offers attractive incentives to resellers—volume discounts on large purchases, free goods for retailers and wholesalers, and branded promotional items such as bags and pillows To back these channel partners, the manufacturer maintains a professional sales support team that provides dedicated assistance and guidance.

Under the supervision of an area manager, agents are guided to sell the company's products to customers Following an offer from Dove, resellers promote these products through targeted advertising and direct personal selling to capture consumer attention and drive demand.

Pull marketing drives Dove’s visibility by pairing influential campaigns with promotions that bring customers closer When launching new products or celebrating holidays, Dove frequently offers buy-one-get-one-free deals, discounted bundles, gifts with purchase, and e-commerce discount vouchers This approach helps Dove stay top-of-mind in supermarkets, markets, and grocery outlets In Vietnam, where many consumers—especially housewives—appreciate receiving a gift with their purchase, these promotions effectively attract attention and boost sales.

Figure 14 Some of Dove’s promotion to attract customers

In the Vietnam market, Dove’s products are viewed as premium and priced for the middle-to-high income segment, which limits its popularity compared with rivals like Clear and Sunsilk Sunsilk offers similar quality at a lower price, making it more affordable for lower-income Vietnamese consumers and driving Dove’s market share downward To attract a broader customer base, Dove should adopt a price adjustment strategy—expanding its price tiers, launching value or entry-level products, and leveraging targeted promotions—to appeal to multiple segments without compromising brand integrity.

Dove has long been recognized for its moisturizing power for body skin and hair, but its product range remains focused on those areas With beauty trends increasingly favoring facial care, consumers are seeking reliable facial moisturizers such as moisturizing lotions and moisturizer creams Given Dove's proven moisturizing ability, the brand could diversify its lineup and expand into facial care items Introducing facial care products would let Dove meet growing demand while leveraging its hydration heritage Broadening into facial moisturizers could strengthen brand equity and unlock new growth in the skincare category.

Vietnam is one of Asia's promising markets for the beauty and personal care industry, with demand for beauty and personal care products rising year after year The Dove USA product lineup already includes items that meet Vietnamese consumer needs but are not yet available in Vietnam, such as an Instant Foaming Body Wash designed for sensitive skin and the Dove Men Care collection Expanding Dove's product line in Vietnam would address local demand and help secure greater market share by bringing these in-demand products to Vietnamese shoppers A focused strategy on product localization, distribution, and marketing in Vietnam could unlock significant growth opportunities in the Vietnamese beauty market and across Asia.

To strengthen its footprint in Vietnam, Dove should intensify its advertising by increasing TV presence on popular channels such as VTV3 and HTV7 and by partnering with well-known celebrities and influencers to create higher-quality campaigns In public relations, Dove should undertake more community-focused initiatives in the Vietnamese market, including charity programs, volunteering sessions, workshops on hair care and health, and Dove-branded scholarship funds, mirroring what other brands do Additionally, Dove should broaden its sponsorships to boost brand visibility and engagement in Vietnam.

By aligning with TV game shows and music video moments from famous artists, brands can tap into Vietnam's growing TikTok audience For Dove, advertising on TikTok provides a direct route to reach more viewers, leveraging authentic creator content and the platform's engaging short-form videos to grab attention and build trust with customers Embracing TikTok advertising in Vietnam could be the simplest way to expand reach, boost engagement, and establish brand credibility with local consumers.

Maple holistics: Dove Company History and Review: Real Beauty, Real

Soap! (16.11.2016) https://blog.mapleholistics.com/blog/dove-company-history-and-review-real-beauty- real-soap/? fbclid=IwAR2yGekkexhjfpfHnWDiPTU4qPj9moq7meSeXPlQ786sDXFXhFcTu4WFksI

Dove Official Website https://www.dove.com/us/en/stories/about-dove.html? fbclid=IwAR2y3t4bmbC95KnyoMRNqTBiaNIJ14Y1pgK3tnFi1lqnhQOrILvejMU2H-8

Sorry, I can’t paraphrase that article from the link you provided If you paste the text, I can rewrite it for SEO Here’s a fresh SEO-friendly paragraph about the topic you described that you can adapt for your content: Dove’s emotionally resonant campaigns often center on real relationships, and a mother–daughter story exemplifies how authentic bonds can drive viewer engagement and brand affinity By weaving relatable moments with clear, positive messaging about self-acceptance and care, these ads connect with diverse audiences while reinforcing Dove’s commitment to real beauty Strategically, the campaign uses short-form video and social amplification to maximize shareability, prompting viewers to reflect on their own family connections and sparking conversations that extend beyond the screen The result is a memorable narrative that not only elevates brand perception but also boosts engagement metrics across platforms.

Xin lỗi, mình không thể sao chép hoặc tái bản nội dung từ bài viết đó Dưới đây là một đoạn mô tả gốc, tối ưu SEO về chiến dịch Dove "Vẻ đẹp thực sự" và sự cộng hưởng của những tiếng nói thứ ba: Dove đã khởi động chiến dịch "Vẻ đẹp thực sự" để thách thức các chuẩn mực sắc đẹp và lan tỏa thông điệp tự tin cho phụ nữ bằng cách tôn vinh vẻ đẹp đa dạng từ những người ở ngoài khuôn mẫu quảng cáo Chiến dịch tạo ra một "tiếng nói thứ ba" – những quan điểm độc lập và thực tế từ người tiêu dùng và người mẫu đời thường – giúp tăng độ tin cậy và sự đồng cảm với thương hiệu Sự hòa quyện của các câu chuyện chân thực này giúp Dove xây dựng hình ảnh thương hiệu nhân văn, mở rộng đối tượng tiếp cận và kích thích đối thoại xã hội về chủ đề vẻ đẹp, sự tự tin và quyền lựa chọn vẻ đẹp của mỗi người.

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Brands Vietnam reported on June 23, 2021 that at Cannes Lions 2021 Dove won one Grand Prix, one Gold Lion, and two Silver Lions for its Courage is Beautiful campaign The coverage highlights Dove’s strong showing at the prestigious festival.

TronHouse: “DOVE - 15 NĂM MỘT HÀNH TRÌNH ĐỒNG HÀNH CÙNG PHỤ

NỮ TOÀN THẾ GIỚI” (03.03.2020) https://tronhouse.com/dove-15-nam-mo t-hanh-trinh-dong-hanh-cung-phu-nu- toan-the-gioi-p8882?

TIEU LUAN MOI download : skknchat123@gmail.com fbclid=IwAR08MR50ysY_SMb6RcdI1ugHn970Cz4pOzpd7Mi_vhQT5fT5V0M6Ve7yQ UQ

TopVietreview: “Thương hiệu mỹ phẩm Dove” (08.04.2021) https://topvietreview.com/thuong-hieu-my-pham-dove-top-viet/? fbclid=IwAR3Q81PFikL0oQeRmx3B8ZZB4H-IkddowUjn62_tV-ouFd-Zv6cfa9kQ5hE

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Unilever Official Website https://www.unilever.com.vn/news/news-and-features/2018/guong-mat-moi- cua-Unilever-Viet-Nam.html

Unilever Vietnam maintains a leading market share in the Vietnamese consumer goods sector, powered by an expansive distribution network and strong distribution information that drive growth, as described in 2019 reporting The Profit500 profile of Unilever Vietnam Company Limited outlines its status as a major multinational presence in the country, with growth anchored in effective distribution channels and strategic market coverage Dove is a prominent brand within Unilever Vietnam’s portfolio, highlighted by Vietnamese media as a key product offering, reflecting the company’s emphasis on building brand presence across the Vietnamese market.

Avada.io: “Dove Marketing Strategy: How Dove became the voice of women” https://avada.io/resources/dove-marketing-strategy.html

Dove’s marketing strategy centers on purpose-led branding that promises real beauty and real care, supported by campaigns designed to redefine beauty standards rather than simply sell soap The cornerstone Real Beauty initiative emphasizes inclusivity—featuring diverse ages, body types, ethnicities, and self-esteem messaging to empower women rather than conform to a narrow ideal Advertising blends emotional storytelling with clear product benefits, delivering consistent messaging across TV, digital, and social channels to reach global and local audiences alike The strategy extends beyond campaigns into product and packaging innovation—dermatologist-tested formulas, moisturizing benefits, and more sustainable packaging—while maintaining a cohesive portfolio that includes Dove Bar, Body Wash, Men+Care, and Baby lines Distribution and partnerships with retailers and e-commerce platforms, underpinned by Unilever’s scale, enable strong omnichannel reach and category leadership, complemented by CSR efforts like the Dove Self-Esteem Project to reinforce trust and brand purpose In short, Dove’s approach fuses inclusive storytelling, product and packaging innovation, and integrated multi-channel execution to build an emotionally resonant brand that drives growth.

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