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.