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DOVE
Product Type: Personal care
Owner: Unilever
Country: United Kingdom
Products include: deodorants, body washes, be...
Was launched in a market in 1960’s.
It became a leading brand recommended
by physicians in 1980’s.
Demographic Survey
...
 Dove Bar variants available are:
Dove beauty cream bar
Dove fresh moisture beauty bathing bar
Dove gentle exfoliating...
Outlets And Factory Locations.
 For Dove, HUL has 2.8Mn distinct outlet with directly servicing
1 million stores and 700...
INCOME:
The Indian soap industry includes about 700
companies with combined annuals revenue of
about $41.75 billion.
An...
This statistic shows the brand value of the leading 10
cosmetic brands worldwide in 2016. In that year, Dove
was the eight...
Market Share Of Sales
Dove
Dial
Soft Soap
Lever 2000
Irish Spring
Cares
Olay
Others
 Marketing Strategies Applied By Dove are:
Advertisements- Following are the
promotional campaign used by Dove:
Clean w...
 COMPETITORS
 1.NIVEA
NIVEA is a global skin- and body-care brand that is owned
by the German company Beiersdorf.
The ...
Strengths
Product list encompasses wide consumer
base comprised of women of various ages.
Effective Advertising, Free P...
Treats
Risk of being a brand for only “women”.
Copy by competitors.
Learning's from the Market Research
Dove is a lea...
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Market Research On DOVE.

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BY Prajakta Suryawanshi.

Published in: Marketing
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Market Research On DOVE.

  1. 1. DOVE Product Type: Personal care Owner: Unilever Country: United Kingdom Products include: deodorants, body washes, beauty bars, lotions/moisturizers, hair care, and facial care products. The products are sold in more than 80 countries.  Dove is primarily made from synthetic surfactants, vegetable oils (such as palm kernel) and salts of animal fats .
  2. 2. Was launched in a market in 1960’s. It became a leading brand recommended by physicians in 1980’s. Demographic Survey It is mostly used by Male and female of 18 to 34 years old. High income groups. Upper and middle class.  ‘It’s not a soap, It’s a beauty bar’. This differentiated it from normal soaps.
  3. 3.  Dove Bar variants available are: Dove beauty cream bar Dove fresh moisture beauty bathing bar Dove gentle exfoliating beauty bathing bar Dove pink beauty cream bar Dove go fresh touch beauty cream bar Dove go fresh emerging beauty bar etc.  PRICE: With the entry in Indian market in 1995, it was priced at Rs.50  Dove than changed its strategy and lowered its prices to Rs. 28  Price bundling- Dove cream beauty bathing bar- 100 gm of pack 3 for Rs.158 Dove exfoliating soap- 75 gm of pack 3 for Rs.162 Dove exfoliating soap – 75 gm of pack 6 for Rs.266
  4. 4. Outlets And Factory Locations.  For Dove, HUL has 2.8Mn distinct outlet with directly servicing 1 million stores and 7000 stockiest and distributers.  2500 redistribution stockiest covering around one million retail outlets.  The general trade comprises grocery stores, chemists, wholesale, kiosks and general stores.  2,000 suppliers and2000 distributors serve HUL’s 37 factories reaching 6.3 million outlets.  Dove products are manufactured in Himachal Pradesh, Maharashtra(Mumbai,Saswad,Buldhana,Ratnagiri), UttarPradesh,Haridwar,Uttaranchal,Punjab,Karnataka,Chenn ai,
  5. 5. INCOME: The Indian soap industry includes about 700 companies with combined annuals revenue of about $41.75 billion. And is growing at the rate of 7%. Number of Employees working at Dove are ~25,000 across India. Employment Opportunities: Indian soap industry has tremendous opportunities in the manufacturing companies of soaps and detergents for Graduates and Post Graduates in the areas of Marketing,Finance,Administration,Advertising and even for Models to act in ads for the soaps.
  6. 6. This statistic shows the brand value of the leading 10 cosmetic brands worldwide in 2016. In that year, Dove was the eighth ranked global cosmetic brand with a value worth about 4.1 billion U.S. dollars. 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 Brand Value in million US $
  7. 7. Market Share Of Sales Dove Dial Soft Soap Lever 2000 Irish Spring Cares Olay Others
  8. 8.  Marketing Strategies Applied By Dove are: Advertisements- Following are the promotional campaign used by Dove: Clean while you wash Dove 7 days test Give up half you face, take the dove face test Guessing games to the streets Real beauty campaigning in 2008 Print media, TV and also radio used for the promotion.  Social Marketing Concept by highlighting the commitment to breaking down stereotypes and enabling women to celebrate real inner beauty and beauty at every age.
  9. 9.  COMPETITORS  1.NIVEA NIVEA is a global skin- and body-care brand that is owned by the German company Beiersdorf. The NIVEA brand has enjoyed market success for over 100 years and is one of the world’s largest skin care brands today.  2. FIAMA DI WILLS The gel bathing bar contains skin conditioners with moisture lock giving soft moisturized and youthful skin round the clock. Premium and upper middle class men and women Positions itself as in India’s first gel bar with skin conditioner.  3. NEUTROGENA Neutrogena comes from Johnson and Johnson stable that has its headquarters in Los Angeles, California. focuses on both men and women. A product which is best for the skin as it is recommended by Dermatologists.
  10. 10. Strengths Product list encompasses wide consumer base comprised of women of various ages. Effective Advertising, Free Publicity. Continuously evolving the campaign. Strong emotional touch. Cross selling possibilities. Opportunity or Recommendations Target male customers. Maintain better standards of quality. Expand its market share by launching new products. The products in which DOVE can enter are as follows. 1.Sunscreen Lotion. 2.Cosmetics.
  11. 11. Treats Risk of being a brand for only “women”. Copy by competitors. Learning's from the Market Research Dove is a leading brand under soaps. It uses cause based marketing. Interactive advertising. It takes the initiative to expand its products.

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