This document provides information about Dove Beauty Bar's group members and marketing strategies in Pakistan. It discusses Dove's product range, pricing at Rs. 80 then lowering to Rs. 50, distribution through PUL's 2,500 redistribution stockists and over 1 million retail outlets, and promotional campaigns like Dove Self Esteem Fund and REAL beauty campaign. Dove segments consumers based on demographics like gender (females), income (high, upper middle), and psychographics (changing perceptions of beauty). It targets working women and higher income groups. Dove positions itself as a personal care brand providing maximum moisturization compared to soap.

2. GROUP MEMBERS
Maimoona Azhar
Hina Pervez
Arooj Fatima
Saliha Iftikhar
Azka Riaz
Anam Afzal

3. DOVE
BEAUTY BAR

4. INTRODUCTION
Dove is a personal care brand owned by Unilever.
It started in 1957
It is imported and marketed by Pakistan Unilever
Limited (PUL).
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, Unilever won the ‘marketer of the
year’ award for its brand Dove

5. 4P’s
price
place
promotion
product
4 P’s OF MARKETING

6. PRODUCT STRATEGY
 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.
Strong personal ,emotional connection between
brand and consumers.

7. PRODUCT RANGE
Dove soaps

8. PRICING STRATEGY
With the entry in Pakistan market it was priced at
Rs.80— NOT SATISFACTORY FOR THE
C0NSUMERS
People with higher income level did not consider it
worth buying.
DOVE then changed its strategy and lowered its price
to Rs.50—thereby attracting the upper middle class
Indian consumer.
Works --- WHY NOT PAY A LITTLE EXTRA IN
ORDER TO HAVE GOOD MOISTURISER AND
NOURISHMENT.

9. PLACE STRATEGY
The distribution channels used is no different that of
PUL except “Kwality Walls”.
Competition with home products like- Lux, Pears,
Competitive advantage– using 1 distribution channel
to provide their various products to retailers.
More popular in Metropolitan cities.

10. DISTRIBUTION CHANNELS
PUL's products, are distributed through a network of 2500
redistribution stockists covering around one million retail
outlets.
The general trade comprises grocery stores, chemists,
wholesale, kiosks and general stores.

11. PROMOTION STRATEGY
Positioned as REAL BEAUTY and is considered to be
good for people of all ages.
Various promotional awareness :-
--DOVE Self esteem fund in 2006
--AD commercials on TV by doing comparison with
other products of same range
REAL beauty campaign in 2008
The promotional video of dove was seen by over 30
lakhs internet user on the youtube.

12. Segmentation
 Dove segments the market on the basis of
 Demographic Segmentation
 Psychographic segmentation
 Demographic segmentation:
Gender: females(working women)
Income: high income groups & upper middle class
 Psychographic segmentation:
It try to change the psychology of an average looking
women that she can look equally beautiful.

13. Targeting
 Targets girls and women of all ages, shapes and sizes.
 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 to the higher income groups & upper middle
class because they are the only people who can afford
a soap which is priced at a premium rate.
 Dove uses the market specialization concept.

14. Positioning
 Dove is positioned as a personal care brand.
 Dove soap positions itself not as a soap but as the mildest
bathing bar containing ¼ the moisturizer.
Points of differentiation:
maximum moisturizing content.
As the add 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.

15.  Price quality inferences: consumers perceives high
prices as an indicator of quality.
 Dove products are priced at a premium.
 Product quality leadership: high levels of perceived
qualities with price just high enough not to be out of
customers.
 Product bundling pricing: dove offers a pack of three
soaps or so providing a certain amount of discount.
dove offers a set of its product range as a gift pack.

16. Thank You