Swot Analysis Dove, Unilever Essay

SWOT analysis for Dove,
Quarter 1 2009
Strengths
  1. Women regard body care as essential.
  2. Competitive Prices
  3. Brand Loyalty
  4. Brand recognition and widespread distribution
  5. Wide range of products that can appeal to all ages.
  6. New innovations in technology put in products to create added-value
  7. Growth in shower products
  8. Scope for segmentation – hands, face, body.
  9. Able to encourage consumer to feel and look their best.
  10. Fits into daily routine for skin care benefits
  11. Gifting Occasions
Weaknesses
  1. Potential for cannibalisation
  2. High level of competition.
  3. Product claims can be confusing
  4. High levels of expensive advertising needed and maintained.
  5. Negative publicity – use of chemicals, animal testing.
  6. Widespread distribution and brand loyalty means that market growth is difficult.
  7. Functional product that can struggle to inspire real interest.
  8. Some consumers are let down on performance.
  9. High costs to launch new products.
  10. Some products are seen as a pampering product not essential use.
  11. Special offers counter productive on growth
  12. Busier lifestyles mean less spent on bathing products
  13. Soap bars suffer from ageing image
Opportunities
  1. Investments in shower products/sports products.
  2. Target markets not yet capitalised – teens
  3. Price promotions (buy one get one free)
  4. Innovate in technology enhancements
  5. Eco-friendly market segment/natural products
  6. Target post-natal products
  7. Target teen specific concerns (medicated skin opportunities)
  8. Encourage healthy lifestyles
Threats
  1. Decline in Bath products.
  2. New launch of other brands with similar products
  3. Recent recession (less disposable income)
  4. More willingness to try new brands for shower products.
  5. Environmental awareness
  6. Negative Publicity
  7. Consumer allergies...