Dove Introduction

Dove products are manufactured in Argentina, Australia, Brazil, Canada, Germany, India, Ireland, Netherlands, Thailand, Turkey and United States. The products are sold in more than 35 countries and are offered for both women and men. The Dove trademark and brand name is currently owned by Unilever. Dove's logo is a silhouette profile of the brand's name sake bird, the color of which often varies.

Dove soap have neutral PH as compared to other soaps.

Dove tv commercial

Brand Definition

At 2 Levels

Definition: A name, term, design, symbol, or any other feature that identifies one seller's good or service as

distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a

family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name.

Brand is DIODVACD: Delivering Quality

I O: Identity & Ownership

D: DifferentiationV A: Value Addition

C: Confidence

Heart Intangible

Head Tangible

Unilever’s Brands management strategy

Objective: Bring top of the mind awarenessStrategy: Use advertising that connects with consumer

needs

Let the consumer know more about the product’s uses Shifted from an out-and-out house of brands to endorsing all its products

linked to its corporate logo. Converged the marketing of disparate arms due of the lack of brand

recognition. Dove's extension into deodorant - Long-term strategy built to set global

"master" brands. In 2005, developed a Brand Imprint to help Lifebuoy, Pepsodent, Close Up

develop their social missions. Since 2002, became more visible to shoppers, with corporate logo

appearing on the back of all our product packs.

Evolution of brand ‘dove’

1940

Formula for Dove Bar (Mild Soap)

1950

Refined to original Dove Beauty Bar

1960

Launched in the market

1970

Popularity Increased as a milder soap

1980

Leading brand recommended by Physicians

1990

Dove beauty wash successfully launched

1995-2001

Extension of Dove’s range of products

In a world of hype and stereotypes, Dove provides a refreshingly real alternative for women who recognize that beauty comes in all shapes and sizes. - UNILEVER Website

Market Segmentation

Geographic:

• Region : All regions

• Density : Urban, sub-urban.

Market SegmentationDemographic:

• Age: 15 and above • Family size

All sizes • Gender :

Male, Female• Income :

20,000 and above. • Occupation :

All occupations. • Education :

All kind of educations • Religion:

All religions and race • Social class : Upper class, middle class,

Market Segmentation.(Cont.)Psychographic:

• Personality: Ambitious, generous, compulsive, authoritarian• Life Style: Smooth skin,rough skin

• Benefits : Quality, service, speed• User status : Potential user, first-time user, regular user• Usage rate : Light user, medium user, heavy user• Loyalty status: High • Readiness stage :

Informed, interested, desirous,• Attitude toward product : Positive

Behavioral:

Dove’s market positioning in the 1950’s

Product• First Dove product Beauty Bar Launched in 1957• It claimed not to dry out the skin the way soap did• Technically not soap at all, formula came from military research

Marketing and Advertising• Blend of marketing communication tools- TV, print media and billboards• Advertising message: “Dove soap doesn’t dry your skin because it is one-quarter

cleansing cream”• Rather than models, it used natural looking women to convey the benefits of the

product

Outcome• As a result of Dove positioning itself as being in the beauty Industry and

focusing on functional benefits as well as a successful marketing mix Dove became one of the America’s most recognizable brand icons

Products• Hair care: Shampoo, Spray and Gel• Skin Care: Soap and Moisturizer• Deodorants

“Real Beauty” and “Self Esteem Campaign”• Appealed to aesthetic needs of the consumers• Did not focus on functional benefits, but on need to feel good• Used oversized models, elderly women to convey the message

Dove Evolution Film• Shift from broadcast media to digital media, YouTube & Blogs• Film “evolution” viewed by 3 million visitors in 3 months• Marketing communications gave Dove a wide exposure

Dove’s market positioning in 2007

PRODUCT

PLACE

PRICE

PROMOTION

4 P’s

• Our product name is Dove and the Dove falls in shopping goods.

• Every product has three parts.o Core parto Actual parto Augmented part All these parts present to a product.

PRODUCT

Parts Of Product

Core Part: Make skin soft

Actual Part: White colors, small size, different color soaps,developer

Augmented : No Augmented Part

DOVE PRODUCTS

PRICE

There are four main methods that is use in price setting of products.

o Cost based pricing. o Customers based pricing .o Competitors based pricing.o Value based pricing.

Our product price is fall in competitor base pricing.

PROMOTION

Promotion is streagdy that can increase your product sale. There are five types of tools that is use in promotion streagdy.

• Advertising.• Publicity.• Personal selling.• Public relation.• Sale promotion.

PLACE

All over the world’s strategy the Pakistan which area of different cities Islamabad and Lahore in the place of shopping mall like.• Every cosmetics stores• Hyper star• Pace etc.The Dove soap make strategy buy its product all over the world so that’s way Dove soap available in every departmental store.

PACKAGINGPackaging is use in product art of presentation, unused status, quality, any thing that is use for containing of products is called packaging.

There are three types of packaging that is use for products.

oPrimary packaging

o Secondary packaging

o Shipping packaging

Primary

packaging is cover up to products

Secondary

packaging is label or other art of presentation

Shipping

packaging is use for contain large quantity of products to move one place to another place.

DOVE PACKAGING

Primary packaging:

Secondary packaging

Shipping packaging

Dove soap primary packaging is it’s cover.

Dove soap secondary packaging it’s label and art of presentation on it’s cover.

Dove shipping packaging is to contain large quantity to move one place to another place.

Competitor Analysis Of Dove Soap

Internal Competitors

External Competitors

Here is the ad on Dove Soap

SWOT ANALYSIS

STRENGTHS WEAKNESSES OPPORTUNITIES THREATS

STRENGTHS• Unconventional strategy.• Effective advertising, Free publicity.• Continuously evolving the campaign.• Strong emotional touch.• Cross-selling Possibilities.

WEAKNESSES• Contradictory in nature.• Objectification of women.• Women featured were comparatively slim.• Use of idealized images in other brands under the same flagship.

OPPURTUNITY/ RECOMMENDATION

• Target male customers.• Maintain better standards of quality. • Unified advertising throughout the globe.• Continuous innovation.

THREATS• Risk of being a brand for FAT GIRLS.• Involved marketing risk.• Copy by the competitors• Undermining the aspiration of consumers.• Sustainability of campaign in long run.

FINDING

Dove is growing very rapidly year after year. This year, we took a vow to make women experience the ‘real’ Dove difference. The face test campaign demonstrates the real proof of its superiority by using face as the torture test. Thousands of women from around the country put their soap, and dove to the test. And they all ended with the same answer – dove made their skin soft.

Recommendations About Dove Soap

• Take feedback from customers.• Made proper outlet of Dove Soap for customers satisfaction.• Gain benefits from OPPORTUNITIES.• Do more advertising in Pakistan.• Launch Dove Soap it’s own magazine where the give upto date information to customers.

SUCCESS OF DOVE• Sale worth Rs.500 Crore was registered in the year 2009.• Dove Shampoos-Largest Premium Brand within 1 year of the launch.• 2009 – Growth rate of 100% in shampoos and 43% in soaps.• Market share of dove products- 3.5% in metros and 11.54% in modern format stores in 2009.• Achieved in 3 years what Pantene took 15 years

+CONCLUSION• Dove has helped women to feel good.• This good feeling from within one to attain more out of life by making them more confident and raising them self- esteem.• They can embrace life with sincerity.• It helps women to feel beautiful from the inside out rather than from the outside in.• Dove aims at beauty at every age.• Dove helps a women to celebrate her own inner beauty.