So, as we
seen on the pyramid, companies choose to take the emotional side of the
pyramid. But, not in the same way: Dove takes the emotional part of everywoman
to make them feeling well on their body and like everyone. Le petit Marseillais
take the emotional way to climb the pyramid by putting the accent on the family
and the traditional but also rational way thanks to the reference to a natural
advertising of dove is feeling oriented to make woman feel better, major part
of the communication is oriented like that.
le petit Marseillais, even they insist of the natural virtues of the product
(the rational side), the most importance of the communication is about the
family, the smell of the product, the remember.
Dove is very active on the social medias: 20 MILLIONS OF LIKES !!
talking about it so they have a very active community which shares photos of
them in front of advertising, with encouraging messages, something far away
from soap (clothes, ...), funny images or drawings about woman life.
Marseillais is very late compare to dove with less than one million likes on
the facebook page
instagram, they both don’t have a real presence: le petit marseillais even
doesn’t have an account whereas dove has an account with one thousand followers
but with only one publication within 23 weeks.
really present in the viral marketing, they really manage the “buzz” by making
campaign showing models without any retouch on software or by making people do
there self portrait of how the see themselves and after the portrait of how
people see them. The aim is to see that women have a bad image of themselves
and that they have to be self-confident.
Le petit Marseillais, the company is very less active concerning street and
viral marketing but they try to make some stuff like this summer when the make
a tour of the market of the south of the France in a traditional old French car
to sell their products but also traditional product like fruit and vegetables.
Finally, these two brands are actors of the French market. But, just dove has
an international orientation really more important than Le Petit Marseillais.
We have at
least some recommendations for these 2 brands.
Dove, they have to continue the strategy but not forgiving the men issue. That
is to say even if they are focused on woman communication, they also have to
attach importance to the men market. Because, we seen in our survey that Dove
is always associated with woman. They also have to still being creative and make
people feeling good in their skin; I think it is the best way to climb the
le Petit Marseillais, they have to intensify their development abroad if they
want to compete with Dove. They have to accentuate their digital strategy
because today it is poor and for the brand awareness it is something really
important. Furthermore they really have to increase the brand awareness and the
brand recognitions because we see in survey that nobody recognize the logo of
Le Petit Marseillais. Maybe, they can make Le Petit Marseillais a real
character to become the embodiment of the brand. End, they can also reinforce
the image of the family to win market share.
We’ve done a
survey of 3 questions on a sample of 100 people around brands Dove and Le Petit
them to name 3 brands of soap/ shower gel/ shampoo, and is it appeared in
majority Dove and Le Petit Marseillais.
84% of people surveyed have included in their response both brands and 100%
Then we've asked them to select words that corresponded to Dove and Le Petit Marseillais.
For Dove, two qualitative words emerge: strong identity (14%) and quality (14%). People consider the brand more feminine (15%) than masculine and also efficient and innovative but accessible.
Concerning Le Petit Marseillais, three main qualitative words are : tradition (14%), family (12%) and strong identity (12%). They consider the brand as feminine and masculine (8% for both) and also qualitative and accessible.
We can see at the end that these two brands are perceived in a completely different way for customers. Dove is a very big brand, famous with more than 95% of named brands and it is a feminine brand.
Also as we can observe, people put it as a leader in its category whereas Le Petit Marseillais isn't regarded as a market leader. Le Petit Marseillais is famous but inspire more the family and natural product, two things which its identity is based on.
In a high competitive market, Dove and
Le Petit Marseillais are trying to different from one another thanks to
different ways; one of them is the target they choose to focus on.
Dove’s main audience is women of all
ages and shapes. It is clear, according to their advertisement campaign that
Dove commits itself to help women feeling better about them. This positioning
is very different from its competitors, Le Petit Marseillais, who is targeting
every member of the family, from mother to father and kids.
In order to get more market share, Dove
is now trying to reach a more specific segment of the population: older women.
Indeed, experts have shown that women in the +50 age category are prime targets
and a fast growing market.
Le Petit Marseillais’ new strategy is
to focus more and more on the women segment. For instance, in 2012, le Petit
Marseillais lauched a new anti-cellulite product that is clearly targeting only
women and it is offering a new range of hair product for women.
Moreover, from a demographic, Le Petit
Marseillais is addressing its products to the middle class, while Dove
qualified itself as a “premium” brand.
highlights two competitors on the soap market but, there are not the only two
actors of a very huge and competitiveness market.
the market of shower gel is an increasing market in France, representing around
600 millions Euros in 2012, which growths around 4% a year.
attracts a lot of players into the market. In France, the major actor is one of
the companies chosen in our blog: Le Petit Marseillais reaches 15% of the
competitor in this market for Le Petit Marseillais is TAHITI with 14% of market
shares. Then, there is Ushaia with 9% of the market share. These two companies
choose to communicate on the virtues of far away and exotic countries.
also an other type of companies that choose a very different way to
communicate: it is the case of Axe. Axe has close to 10% of the market in
France thanks to a communication very Young orientated for boy and young man
showing the Axe shower gel not as a shower gel but as a seduction’s advantage.
around 5% of the market that is close to competitors like MonSavon, Sanex or
Cadum which are products quite similar.
So, in this
very competitive market, Le Petit Marseillais appears like the leader and Dove
like the challenger. But, there are other variables to take into account. Dove
is implemented all around the world (80 countries) whereas Le Petit Marseillais
realizes only 10% of is sells abroad.
Marseillais has a kind of very traditional advertising. Actually, the promise
of Le petit Marseillais is the virtues olfactory and hydrating of the product.
The communication is based on the vegetal origins of products which are kind of
ecologic. The advertising insists on the myth of the petit marseillais which is
a very old product and very traditional product in France. The core of the
advertising is the product.
Dove has a
communication more different that generally seen in the media. They choose to
show to promote their products every type of women, voluptuous, with
imperfections, really different than super skinny models that are seen on the
magazines. The fact is That 80% of women want to loose weight and the message
of Dove is: you can be confident and you have to, real women are like you no
like all the skinny models on the magazines. The core of the product is the
of both companies is the same: women between 25 and 45 with a family, but the
way to attract them is totally different. Le petit marseillais highlights the
nature and the virtues of a product good for all the family whereas Dove insits
on the well being of the Customer: the promise is with dove you feel well in
your skin because you are like other women
with imperfection. Finally Dove embraced all the imperfections of the
women whereas le petit marseillais insist on the benefits of it core product.
two companies communicate a different way; one (le petit marseillais) prefers
to insist on the myth and the virtues of its product whereas the other one
(Dove) highlight the well being procured by the product and the brand
packaging point of view “Dove” and “Le petit Marseillais”, are very different
and each boast their own brand identity. The main objectives of the packaging
are to differentiate themselves, convey a message, reflect the brand value and
be easily recognizable on the shelves.
“Dove” and “le petit Marseillais” have well integrated this concept and applied
it to their entire range of beauty care product (Shampoo, body wash…). Both
brands have managed to standardize the design of their products while
segmenting the different range of product.
packaging the white color predominates. White is the emblematic color of Dove,
in fact it is a reminder of the basic concept of the brand: “a product
consisting of ¼ of milk”. White refers to the origins of the brand and also contributes
to evoke the purity, the simplicity and the light. Otherwise, Dove has
introduced a code system on each product in order to segment the product
benefits, the intrinsic quality of products and also the consumer needs.
shape and size is unique to each product line. In fact, Dove provide sophisticate
and elaborate packaging. Dove differentiates himself from its competitors with
original packaging and ergonomic shape.
Body Wash product: milk drop
Shampoo product: Long tube with a wide base (compare to the top)
Beauty bar product: Rectangular cardboard (the shape of the product is oval)
Lotion: elongate tube and streaked
of the label is simple, we find the logo and the brand on top, and some product
information below. Sometimes there is a small drawing in the middle evoking the
creamy and soft property of the product.
Le Petit Marseillais packaging:
Dove, the packaging of « Le Petit Marseillais » is very colorful. The
packaging highlights a single bright and flashy color depending on the scent of
the product. The colors on the packaging are used to recall the origins of the
brand and its values: conjure up the
nature and the Provence region. Le Petit Marseillais segments its products through
the color and the shape of the stopper (for the body wash product).
of the bottles differs slightly from one product line to another. However, the
shape is fairly simple compared to the dove product. Body Wash bottles are rectangular
with assertive angles while shampoo bottles have slightly rounded angles.
of the label is warm/welcoming, we find at the top the logo of the brand and in
the middle there is a summary drawing that highlights the ingredients and
scents within the bottle. The packaging is playing with the consumer emotion.
been created in 1957 in the US with a revolutionary formula for dry and
sensitive skin based on moisturisation. Nowadays,
Dove is owned by the giant Unilever and offers a large range of product:
- Washing and Bathing product
- Hand and body lotion product
- Deodorant product
- Hair care product
- Men care product
Dove is a
worldwide brand with strong position on each continent with a turn over around
$2.5 billion/ years. Dove mission is “to help the next generation of women develop
a positive relationship with the way they look”. For Dove true beauty lies in
all shapes, all sizes and all ages.
Le petit marseillais has been created in 1982 in France in order to bring
up to date the famous Marseille soap. Le petit marseillais encounter the
success thank to authentic soap with fruity scents reminding of south of France
and Mediterranean atmosphere. Since 2006, Le petit marseillais belong to
Johnson and Johnson and has develop a large range of product:
- Washing and Bathing product
- Hand and body lotion product
- Hair care product
With a turnover over $200 million/years, le
petit marseillais is strongly implement in the French market, hence, Leader in
France it’s one of the most dynamic brand on this sector.
solid and liquid soap and shower gel market can be describe as a
hyper-competitive market where the position of the 12 brands constantly move in
term of market share. In this very competitive environment, some brands try to
differentiate themselves through innovation and marketing strategy. Dove and Le
petit marseillais are the two main actors who escaped from the peloton with a
strong brand identity. Hervé