• Dove is a personal care brand owned by Unilever. It started in 1957.• The brand came to India in 1995. It is imported and marketed by Hindustan Unilever Limited (HUL).• By the end of the dove firming “Real Women” Campaign, dove has become a national talking point and was ranked number three in the body lotions market, ahead of L’oreal, Garnier, Neutrogena and Olay.• In the year 2004, Unilever won the ‘Marketer of the Year’ award for its brand Dove.
DOVE THROUGH THE AGES 1990 1940 1950 1970 1980 2000 1960 Dove beauty Formula for Redefined to Popularity Leading brand Extension of Launched in washDove Bar Mild original Dove increased ad a recommended dove’s range the market successfully Soap Beauty Bar mild soap by physicians of products launched
DOVE’S PRODUCT RANGEDove’s products include:• Antiperspirants/Deodorants• Body washes• Beauty bars• Lotions/Moisturizers• Hair care• Facial care products.
DOVE BATH SOAP DIFFERENTIATIONCharacteristics:• ¼ moisturizing milk• Better than soap• 7 day face test to feel the difference• Used ‘Real women’ in their ads
DOVE’S FORAY INTO INDIA• With the entry in Indian market in 1995 it was priced at Rs.50.• People with higher income level did not consider it worth buying.• DOVE then changed its strategy and lowered its price to Rs.28—thereby attracting the upper middle class Indian consumer. DOVE now sells at Rs. 38.• How does it Work: WHY NOT PAY A LITTLE EXTRA IN ORDER TO HAVE GOOD MOISTURISER AND NOURISHMENT.
TARGET AUDIENCE• Targets girls and women of all ages, shapes and sizes.• Especially targets the working women as they have busy schedules and cannot take out time for themselves so by using one soap they can get the benefits of a soap as well as a moisturizer.• Targets only the higher income groups as the soap is priced at a premium rate Rs. 38
SEGMENTATIONDove segments the market on the basis of:• Demographic Segmentation: Gender: Females(working women). Income: High income groups; upper middle class.• Psychographic Segmentation: It tries to change the psychology of an average looking women that she can look equally beautiful.
POSITIONINGIt’s not about glamour or fame. It’s about everywoman and the beauty that is in each of us.That’s what DOVE is all about. And that’s whyMore women trust their skin to DOVE.
DOVE• The reason Dove has succeeded so well is because prior to 2004, consumers self esteem was low as all products and all brands used celebrities and the average consumer couldn’t relate to such flawless skinned individuals who were beyond beautiful and not at all average looking.• Dove celebrated the ‘real women’, all shapes, all sizes, all types of hair and skin, because Dove believed in beauty being inside every one.• From 1957, Dove ads highlights ‘real women’ and their ‘real beauty’. They have been consistent in delivering the same brand promise they have had since 1957.