Brand: DOVE Analysis of its Web Presence

1. Team 1
Michela Caltran | Roushan Kumar | Roman Malyshev
Francis Martinez | Gregory Vanhaute | Ding Zhao

2. 1. Based on your company's Web presence. How well do you think it
manages the challenge of the transition from "Bricks to Clicks" that Jill's
Table Case study outlines?
2. What is your company doing that is unique in connecting the physical and
digital in their marketing approach?
3. If your company does not actually sell its products on its website, how
would you define a conversion?
4. Dissect the user experience of your company's website. What is the
primary experience conveyed? What could be improved?
5. How does your company's website user experience support ZMOT and
conversion in store or online?
6. How well does your company integrate earned media in its website?
7. What recommendations would you have to improve the user experience of
the website to reach its goals?
Agenda

3. Bricks to Clicks
 Dove is very successful when it comes to implementing online and
offline marketing into their business model.
 Originally Dove started selling through regular retail stores such as
Walmart, CVS, Walgreens, but now they are focusing a lot on the
digital aspect.
 Their website is a professional tool that allows to redirect
customers to online retailers, helps to find nearby locations, and
generally provides a very complete customer experience.
 Mobile website and telephone customer support are also available.

4. Connecting Physical & Digital
 Dove developed a multi-channel marketing strategy in order to reach
as many potential customers as possible.
 The company recognizes the importance of a very coherent and
integrated campaign and takes full advantage of its media: traditional
and not traditional channels.
 This strategy is implemented by Dove all around the world and it does
not involve just promoting its product, but also the brand reputation.

6. Field Research

7. Conversions
 Dove engages with customers through many micro conversions on
their website in order to reach the ultimate macro conversion of
buying Dove products.
• Signed up for emails and text messages:
o Read exclusive tips and advice
o Received Coupons and savings
o Enrolled in a contests
o Received offers to phone
• Read Articles and Advice
• Rated products and comment
• Searched where to buy Dove products
• Dove Science
• Read what fans are saying on FB
• Games and Quizzes
• Beauty awards
• Shared an E-card
• Participated in Hair Challenges
• Viewed Videos

8. Online Experience
 Dove website comes up first on Google Search
 The structure of the homepage is very simple and clear: it includes a pull
down list of products, tips, offers, mission and search box to meet user
needs.
 The interactive content of the homepage encourages users to share their
experience about Dove products and become a Dove insider.
Customer needs What could be improved
New or potential
customers
• Pop-up quiz and tips
• Beauty story discovery game on the homepage
Current customers • Customized recommendation for new products
• Daily Tips
All customers • Search box and promotional information highlighted

9. ZMOT
What Consumers do… What DOVE does…
• Research: Website & Mobile
• Get smart about alternatives
• Read reviews
• Look for Coupons
• Product showcases and demos
• How-to videos and Expert advice
• Find the right product for you
• Most recommended by others
• Have a favorite? Rate it
• Video reviews
• Get your free coupon!
• Touching videos to engage with users
• How-to videos

11. Earned Media Integration on
Dove Website
 Dove’s integration of earned media on its website is a marketing
success. The first thing you see on their homepage is an ad that
encourages women to create a legacy of self-esteem.
 The #feelbeautifulfor hashtag helps Dove interact with its
audience by asking them who do they feel beautiful for and which
lotion is their favorite. This approach will create a multiplier effect
on social media: earned media overlaps with their owned media.
 Dove Asks redirects customer to Dove Facebook page.
 Dove’s strategy is very successful because they focus on the
customer and not only on products. They also integrate earned
media throughout their website by using touching messages which
make Dove more appealing to women.

12. User Experience Improvement
Recommendations
Dove’s website should improve the customer journey by meeting
different user expectations and understanding consumer needs.
More emphasis could be put on men care because right now the
company’s strategy is very female oriented.
Possible Improvements
• Daily Tips on the Homepage
• Increase product visibility
• User location for weather
• Products Price Comparison
• Gift packages
• Shopping Cart