Dove Soap STP analysis

1. Federal Urdu University
Of Arts, science & Technology
Mashooque Ali
Subject: Marketing
Topic: STP Analysis
Business Administration Department, Abdul Haq Campus,
FUUAST, Karachi.

2. DOVE
 Parent Company: HUL (Unilever)

3.  Category: Personal Health Care – Soap Sector:
 FMCG Tagline/Slogan: Everyday moisture is the key to beautiful skin.
 USP: Deep moisturizer for Skin
Dove
 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).
 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.
SEGMENTATION
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.
 PSYCHOGRAPHIC SEGMENTATION:

4. 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.
 GEOGRAPHIC SEGMENTATION
Dove operates in over one hundred countries where it provides unique products that
specifically meet the needs of the consumers in this location. For example in India, the Dove
products are primarily produced to the high and middle-income groups. Based on this fact,
Dove is offered in small quantity. Since people living in the rural India cannot afford the 250-
600 ml of Dove products, they are provided with products packed in sachets worth between 5
to 10 rupees.
TARGATING
o Targets women of all ages, shapes and sizes.
o 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.
o Also targets high income groups and upper middle class as they would be willing to pay
a price of 28INR for soap.
POSITIONING
o Dove soap is positioned as a personal care beauty product.
o Dove does not call itself soap but a mild moisturizing bar that is one fourth moisturizer.
It is also called a beauty bar.
o It uses its high moisturizer content to differentiate itself from competitors.
o 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.