Unilever was arguably the world's first packaged goods manufacturer
It is still one of its biggest companies with operations in every corner of the globe.
Unilever's foods business is the world's third largest after Nestle and Kraft.
In the late 1990s, the group initiated a strategy to prune its vast portfolio which then numbered literally thousands of different brands.
Dove is a personal care brand owned by Unilever.
It started in 1955.
This 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 Body wash Dove hand wash Dove face care Dove body lotions Dove Tools Dove hair care Dove deodorant Dove soaps
4 P’s OF MARKETING
Dove product line includes a variety of skin care soaps.
Its range includes a variety of products such as antiperspirants/deodorants, body washes, beauty bars, lotions/moisturisers, hair care and facial care products .
The dove products are manufactured in The Netherlands, Hammold, Indiana, USA, Germany, Ireland and Brazil.
Dove enjoys its highest share in Canada, unilever canada played the lead role in the global marketing push for the brand.
It markets its products globally.
Media channels: consumer magazines, tv, outdoor ,road shows.
Dove regularly uses magazines for advertisement such as, cosmopolitian, marie claireand elle.
Dove released a marketing campaign in 2008- playing less on super models, laying more emphasis on “real beauty”, real normal people posing for the camera.
Initially the brand was not successful in India because of its high prices.
(example: dove soap’s initial price was around Rs. 50 that put of even the premium customers).
After the “Campaign for real beauty” the brand lowered its prices which had somewhat become reasonable.
(example: dove soap was now available at Rs 28).
SEGMENTATION AND TARGETING Segmentation:
It is based on demographic segmentation such as:
It focuses on women of all ages (real women approach).
This brand is positioned as a brand that celebrates the “real beauty”.
Recently after the launch of their range of other dove products they have changed the positioning of the original dove product.
The recent TV ads for dove talks about the benefits of dove and shows a girl in her early twenties as a user as against their usual use of an educated english speaking, working woman. This strategy has shifted now to the hair products. The new ads for their hair care range has women talking in english (one with an accent even) about how they have stopped hair fall by using the dove products. So they are now saying, that dove soaps are not really that aspirational any more. Even though it is the same product and costs the same amount if not more expensive, more people can afford it and it would be better to show the benefits for everyone rather than show 'very well to do accented english speaking middle aged women'. So, the product I guess has moved on to the next stage of the PLC.