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THE IIS UNIVERSITY
Submitted to: Submitted by
Dr. Seema Singh Rathore Aparna Sharma
Assistant Professor
Advertising Strategy of :
BEAUTY BAR
Dove is a personal care brand owned by Hindustan
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, Hindustan Unilever won the
‘marketer of the year’ award for its brand Dove.
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
DOVE BEAUTY BAR DIFFERENTIATION
Characteristics:
• ¼ moisturizing milk
• Better than soap
• 7 day face test to feel the difference.
• Used ‘Real women’ in their ads.
4 P’S OF DOVE
Product:
• A combination of moisturizer and softness so as to
satisfy the particular need which was earlier not met.
• Focused on women(“non-models”)– beautiful in
their own way.
• Based on global study on perceptions and attitudes
of women with regard to personal beauty and well-
being.
• Dove offers a set of its product range as a gift pack
too.
PRODUCT VARIANTS
• Logo of Dove is a perfect representation of
– Softness
– Gentleness
– Sophistication
• The image of dove or peace pigeon symbolizes the
purity & softness of a dove in its products.
• Tagline : “You are more beautiful than you think”
Price:
• With the entry in Indian market in 1995, it was
priced at Rs.50— not satisfactory for the consumers.
• 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
of the Indian consumer.
• Product bundling pricing: dove also offers a pack of
three soaps or so providing a certain amount of
discount.
Place:
• The distribution channels used is same as that of rest
of the HUL products .
• Competition with home products like- Lux, Pears etc.
• Competitive advantage– using 1 distribution channel
to provide their various products to retailers.
• More popular in Metro cities.
Distribution channel:
• HUL's products, are distributed through a network
of 2500 redistribution stockists covering around one
million retail outlets.
• The general trade channel used in Dove comprises of
chemists, wholesale, general stores, super markets
etc.
• HUL provide tailor made services to each of its
channel partners.
• 2,000 suppliers and 2000 distributors serve HUL’s
37 factories reaching 6.3 million outlets.
Promotion:
• Various media channels as TV, Magazines,
Newspapers etc. used.
• Dove did what it does all over the world - not using
the supermodels to endorse the brand.
• The promotional video of dove was seen by over 30
lakhs internet user on the youtube in 2013.
"In some ways, Dove is the opposite of Lux, the beauty
bar of film stars. Dove showed beauty in ordinary
people"
“STP ANALYSIS OF DOVE”
SEGMENTATION:
Dove 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.
POSITIONING:
• Dove is positioned as a personal care beauty product.
• Dove soap positions itself not as a soap but as the
mildest bathing bar containing ¼ the moisturizer.
• Points of differentiation:
Maximum moisturizing contents as the ad campaign
of dove says that use it on half of your face and see
the difference.
• Image differentiation:- it is now considered as a
“moisturizing bar” and “beauty bar”.
• Product life cycle stage:-
Dove is currently at its growth stage.
TARGETING :
• Targets girls and women of all ages.
• 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 on the higher income groups because they are
the only people who can
afford a soap which is priced at
a premium rate (Rs. 28).
Various Advertisements :
“Is it Love or Dove??”
“Dove is different”
“Reveal beautiful glowing skin”
“All we’re asking is half of your face”
Dove advertising strategy

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Dove advertising strategy

  • 1. THE IIS UNIVERSITY Submitted to: Submitted by Dr. Seema Singh Rathore Aparna Sharma Assistant Professor
  • 2. Advertising Strategy of : BEAUTY BAR
  • 3. Dove is a personal care brand owned by Hindustan 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, Hindustan Unilever won the ‘marketer of the year’ award for its brand Dove.
  • 4. 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
  • 5. DOVE BEAUTY BAR DIFFERENTIATION Characteristics: • ¼ moisturizing milk • Better than soap • 7 day face test to feel the difference. • Used ‘Real women’ in their ads.
  • 6. 4 P’S OF DOVE
  • 7. Product: • A combination of moisturizer and softness so as to satisfy the particular need which was earlier not met. • Focused on women(“non-models”)– beautiful in their own way. • Based on global study on perceptions and attitudes of women with regard to personal beauty and well- being. • Dove offers a set of its product range as a gift pack too.
  • 9. • Logo of Dove is a perfect representation of – Softness – Gentleness – Sophistication • The image of dove or peace pigeon symbolizes the purity & softness of a dove in its products. • Tagline : “You are more beautiful than you think”
  • 10. Price: • With the entry in Indian market in 1995, it was priced at Rs.50— not satisfactory for the consumers. • 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 of the Indian consumer. • Product bundling pricing: dove also offers a pack of three soaps or so providing a certain amount of discount.
  • 11. Place: • The distribution channels used is same as that of rest of the HUL products . • Competition with home products like- Lux, Pears etc. • Competitive advantage– using 1 distribution channel to provide their various products to retailers. • More popular in Metro cities.
  • 12. Distribution channel: • HUL's products, are distributed through a network of 2500 redistribution stockists covering around one million retail outlets. • The general trade channel used in Dove comprises of chemists, wholesale, general stores, super markets etc. • HUL provide tailor made services to each of its channel partners. • 2,000 suppliers and 2000 distributors serve HUL’s 37 factories reaching 6.3 million outlets.
  • 13. Promotion: • Various media channels as TV, Magazines, Newspapers etc. used. • Dove did what it does all over the world - not using the supermodels to endorse the brand. • The promotional video of dove was seen by over 30 lakhs internet user on the youtube in 2013. "In some ways, Dove is the opposite of Lux, the beauty bar of film stars. Dove showed beauty in ordinary people"
  • 14. “STP ANALYSIS OF DOVE” SEGMENTATION: Dove 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.
  • 15. POSITIONING: • Dove is positioned as a personal care beauty product. • Dove soap positions itself not as a soap but as the mildest bathing bar containing ¼ the moisturizer. • Points of differentiation: Maximum moisturizing contents as the ad campaign of dove says that use it on half of your face and see the difference. • Image differentiation:- it is now considered as a “moisturizing bar” and “beauty bar”. • Product life cycle stage:- Dove is currently at its growth stage.
  • 16. TARGETING : • Targets girls and women of all ages. • 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 on the higher income groups because they are the only people who can afford a soap which is priced at a premium rate (Rs. 28).
  • 17. Various Advertisements : “Is it Love or Dove??” “Dove is different”
  • 18. “Reveal beautiful glowing skin” “All we’re asking is half of your face”