Dove, owned by Unilever since 1957, has become a trusted brand with a strong media presence, but faces challenges from competition and pricing. Utilizing a strategic market segmentation approach, it targets women aged 15-55 and aims to build self-esteem through campaigns like the 'dove selfie ad campaign.' Its marketing objectives focus on increasing sales, attracting media coverage, and promoting the message that inner beauty is the real beauty.

1. DOVE

2.  Dove is owned by Unilever
 Created in 1957
 Products sold in more than 35 countries
 Marketer in the year 2004
 Most trusted brand in India in 2011
EVERYDAY MOSITURE IS THE KEY TO
BEAUTIFUL SKIN

3. SWOT
ANALYSIS

4. STRENGHTS
 Strong media presence
 Commitment to quality
 High market share
 International brand recognition
 Established brand recognition
UPS- Deep moisturizing for dry skin

5. WEAKNESSES
 Strong competition
 High price
 Low market share in deodorant category
 Targets only female segment

6. OPPORTUNITIES
 Can target male audiences equally
 Continuous innovations
 Maintain better standards of quality
 Should establish products for rural penetration
 Eco-friendly and organic range

7. THREATS
 Availability of cheap substitutes
 Large competitors with similar product line
 Eg: Vivel soft touch
 Popular only in metropolitan cities
 Only for higher income group
 Low market share for deodorant, especially
amongst men

8. Market segmentation
Dove segments the market on the basis of
 Demographic
 Psychographic
 Geographic
 Behavioural

9. GEOGRAPHIC
 World wide
 Urban areas

10. DEMOGRAPHIC
 AGE-15-55
 GENDER-female
 FAMILY SIZE-nuclear or joint family
 OCCUPATION-college going girls,
working women,
housewives

11. PSYCHOGRAPHIC
 LIFESTYLE-comfortable
 SOCIAL CLASS-middle class and upper middle class
 ACTIVITY-for nourishment
 INTERESTS- soft and smooth skin
 OPINIONS- raise spirits of status
 ATTITUDE-positive

12. BEHAVIOURIAL
 DEGREE OF LOYALTY-high loyalty is been found
 BENEFIT SOUGHT-for nourishment
 USAGE STATUS-high user status
 BUYER READINESS STAGE- persuading
 USAGE- skin softening

13. TARGETING
 Working women targeted as they have less time to
take care of their skin
 Targeted on higher income groups
 AGE GROUP-15- 55

14. POSTIONING
 Personal care beauty product
 Moisturizing content differentiate itself from
competitors.
 Moisturizing products
 PLC- currently at its growth stage
 Priced at premium

15. COMPETITERS
1. Olay (Procter and gamble)
2. Neutrogena (Johnson and Johnson's)
3. Bergdorf's (nivea)

16. MARKET POSITIONING
#1 Personal cleansing product
#2 Dermatologist recommended brand in the US
#3 Point of differentiation- moisturizer and PH=0

17. MARKETING MIX :4Ps

18. PRODUCT
• Personal care beauty product
• Moisturizing content differentiate itself from
competitors.
• Moisturizing bar and shampoo.
• Currently at its growth stage
• Priced at premium

19. PLACE
 Manufactured globally
 Indirect marketing channel
 Manufacturer retail consumer
 Sold in hyper markets, super markets, pharmacies

21. PROMOTION
 TV
 Print ads
 Public relations-campaigns
 Focused more on “real beauty”

22. PRICE
 Competition based pricing
 Dove cream beauty bathing bar- Rs.46
 Dove body lotion – Rs. 120
 Dove shampoo – Rs. 124

23. MEDIA BRIEF
 BRAND- DOVE
 COMPETITION – Nivea, Olay , Vivel , Neutrogena
 MEDIA VEHICLES- newspaper, magazines , television,
billboards, digital media
 Media tools – facebook , twitter , instagram

24. I
REGIONALITY
Worldwide
SEASONALITY
Introduces series of product for different seasons

25. MARKETING OBJECTIVES
 Increase sales of dove beauty products
 Attract national TV and print media coverage
 To create product awareness and to attract
customers towards the product
 Satisfy the needs of customers which were earlier
not met.

26. COMMUNICATION GOALS
 To create awareness among girls and women that
age doesn’t define your beauty
 Imparting knowledge among females
 Building self-esteem and confidence among
working women and college goers
 To increase sales

27. CREATIVE BRIEF
 Our strategy was to aware that inner beauty is the
real beauty among working women and college
girls
 For this we have initiated “DOVE SELFIE AD
CAMPAIGN”.
 Under which the females clicked selfies and
shared with us during that online campaign

28. ADVERTISING CAMPAIGN
 PURPOSE-Building positive self-esteem and
inspiring all women and girls to reach their full
potential

29. Through our print ads we wanted to communicate:
#BEAUTY IS YOU
#DOVE MAKES YOU AND YOUR HAIR BEAUTIFUL
#WRAP YOUR BODY IN 24 HOUR MOISTURE
#BE YOUR KIND OF BEAUTIFUL

30. Any Questions?

32. THANK-YOU