Dove is one company that continuously undergoes various organizational changes. It tries to discover new things that can make their products better and more appealing to clients. Dove is known internationally because of its distinct characteristics and popular brand name. When soap is mentioned one thing that comes into the minds of people is Dove. In terms of product preference people choose Dove as their soap. They are loyal to the product because they have proven its worth. Dove is the only soap most mothers prefer to use for herself and her children. If one has sensitive skin Dove is known as the only soap that never leaves its user’s body discolored and it never creates a situation wherein the skin is dry. Dove is constantly reaching out to newer markets. Dove offers variety of products not only for the skin but for the hair. Besides being the best in skin care Dove reaches out to the community, one of Dove strategies is the Real Beauty Campaign. This allows young girls from the ages of 8 to 12 choose one who will act as their mentor and together they can lead a Dove Real Beauty Workshop for girls. The said program is designed to help young girls discover beauty and the different things related to it. Together they will inform other girls about what to do for them to be considered beautiful inside and out. The said workshop will have fun, educational and interactive sessions on beauty, self image and self-esteem. It will serve as an instrument for social awareness and it will create a better relationship between company and the different clients. This kind of program makes a client loyal to the company.
Strategies
The company uses different strategies so that its can maintain its appeal to the consumer. One strategy is the use of a website that attracts the clients. The website of the company is well made and creates attraction so that clients will be enticed to visit it. It provides different information about the company and its product. This will help the clients understand more the benefits they will acquire if they use the product. It will also provide answers to the different questions they have about the company and its products. Another strategy used by the company is having products that have competitive prices when compared to major competitors. This strategy of the company makes them have a better relationship to clients that go for affordable but durable products. Most clients would prefer products that have the best quality but are competitively priced that products that cost more because of their brand name. Clients want products that will have the same value as their money. They are wary of the products that will just waste their finances. A strategy used by the company is creating products that come in travel packs that are easy to carry. This makes the product valuable to more kinds of people. This kind of products provides an opportunity for people who travel a lot to still make use of Dove’s products. Lastly a strategy used by the company to promote loyalty is to engage in various programs such as Dove Real Beauty Workshop. The company makes use of various programs so that they can have a better relationship with the environment and their clients. In having a better relationship with clients, it makes sure that clients will be more loyal to the company and their products.
Conclusion
Research about the company helped in understanding about Dove, its services, its products and what makes it one of the most well known soap related company in the world. When soap is mentioned one thing that comes into the minds of people is Dove. In terms of product preference people choose Dove as their soap. They are loyal to the product because they have proven its worth and they believe that such product is the best for them. Research about the company helped in understanding the different strategies used by the company to acquire loyalty. One strategy by the company is the use of a website that attracts the clients. Another strategy used by the company is having products that have competitive prices when compared to major competitors. A strategy used by the company is creating products that come in travel packs that are easy to carry. Lastly a strategy used by the company to promote loyalty is to engage in various programs such as Dove Real Beauty Workshop. The different strategies used by the company make them provide better service to clients and it gives them competitive advantage. These things improve the image of a company and when its image is good the clients are more enticed to avail of their products and services. Research about the company Dove helped in providing a better understanding of how loyalty is developed. It provided insights on the factors that help loyalty to be developed. Dove made use of appropriate strategies that created a culture of loyalty to the consumers. The different strategies provided a better relationship for the company and its client and it makes the clients loyal to the company.
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