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Dove-STP:

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  • 1. STP Analysis REYA REJI ROLL NO. 731 A307 MARKETING II 50121308 BATCH 2014 Beauty Bar
  • 2.  Parent Company: HUL (Unilever)  Category: Personal Health Care – Soap  Sector: FMCG  Tagline/Slogan: Everyday moisture is the key to beautiful skin.  USP: Deep moisturizer for Skin
  • 3.  Dove is a personal care brand owned by Unilever.  Dove soaps are manufactured in countries such as Argentina, Australia, Brazil, Canada, Germany, India, Ireland, USA etc.  Dove is primarily made from synthetic surfactants, soaps (derived from vegetable oils such as palm kernel) and salts of animal fats (tallow).
  • 4.  The Dove beauty bar was first developed and introduced in the Netherlands in 1955 when Unilever purchased a Dutch soap factory.  After the booming success of the product in Europe, it was brought to the United States in 1957. Dove proved successful by touting that it contained moisturizers.  Dove continued to thrive in the 1960s as a niche skin care product before an advertising campaign in the 1970s won market share in the industry by publicizing dermatologist test findings that stated that Dove dried and irritated skin less than ordinary soap.
  • 5.  Dove segments the market on the basis of: Demographic Segmentation Under this segmentation, Dove focuses on Women of all age groups above 18. Women who use beauty products. Women who are well aware about beauty and care for their skin. Women who have high purchasing power and belong to upper middle class.
  • 6. Psychographic segmentation: Dove aims to create a psychology in women where ‘beauty’ incorporates all ages, body shapes and sizes. ‘You are beautiful the way you are’ is the message Dove promotes and wants every woman to believe.
  • 7.  Targets women of all ages, shapes and sizes.  Highly focuses on working women as they don’t have much time to take care of themselves, so it uses its USP of double benefits (soap and moisturizer) to attract target.  Also targets high income groups and upper middle class as they would be willing to pay a price of 28INR for soap.
  • 8.  Dove soap is positioned as a personal care beauty product.  Dove does not call itself a soap but a mild moisturizing bar that is one fourth moisturizer. It is also called a beauty bar.  It uses its high moisturizer content to differentiate itself from competitors.
  • 9.  Dove has positioned itself in a way that encourages women all around the world to feel good about themselves. Dove does not position itself to help you ‘become’ beautiful, Dove positions itself to help you be beautiful as you have always been.  To promote this message, Dove has launched several campaigns such as Dove Campaign for Real Beauty This is where Dove launched a global conversation to discuss what truly defined the term beauty and how in the current scenario the concept of beauty has many limitations and is tagged difficult to attain.
  • 10.  Dove Movement for Self Esteem This movement aimed at building positive self esteem among women and helping them to reach their full potential. Tagline: Imagine a world where beauty is a source of confidence, not anxiety.  Dove Real Role Models A campaign aimed at finding out who inspire the women of today. Tagline: Strong Role Models Build Stronger Self Esteem.
  • 11.  Olay Olay has a product called the Olay Moisture Bar. It serves the same purpose as Dove beauty bar and is targeted at women. It highlights its high moisture content that prevents dry skin.
  • 12.  Vivel Luxury Crème Soap The ITC owned Vivel has also come up with its own moisturising soaps that come in two variants : Vivel Luxury Crème Olive Butter Or Shea Butter. Its positioned as a moisturiser and promoted by celebrity Kareena Kapoor.
  • 13.  Himalaya The Himalaya Drug Company has a range of soaps under which two soaps are in the moisturising category: Moisturising Almond Soap Nourishing Cream and Honey Soap Unlike Olay and Vivel, Himalaya’s moisturising soaps are not targeted at only women, but even men are a target segment. They are also not called beauty soaps but Herbal soaps.
  • 14. High Price Herbal Cosmetic Low Price Olay Dove Vivel Himalaya
  • 15. THANK YOU