Consumer Behavior on Dove

1. Presented To: Mam Shahper Ahsan
Presented By:
Ayesha Afzal (9077)
Danya Farooq (8976)
Areeba Shafique (8971)

2. j
BRAND OVERVIEW

3. BRAND PERSONALITY
•Honest, straight forward and simple
•Celebrates real women
•Trust worthy
•Caring brand

4. THE LOGO

5. PRODUCT PLACEMENT

6. RELATIONSHIP WITH
CONSUMERS
• Personalized Interview s
• Understanding Consumers
• Collecting consumer data
• Consumer closeness
• Consumer loyalty

7. TYPE OF NEEDS
ASSOCIATED

11. CONSUMER INVOLVEMENT
• Focuses on feel
• Viewed as gentle
• Recommended by dermatologists
• Used by families for years

12. SENSORY STIMULI FOR DOVE

14. LAW OF SIMILARITY

15. HOW IS DOVE PART OF CONSUMER
LEARNING PROCESS
 Dove, “More Than a soap” ad illustrates the use of media to generate
stimulus/reaction and producing a Classical Conditioning learning
effect.
 Dove also uses positive reinforcements to inspire women through its
beauty campaigns.

16. REALITY ENGINEERING
• Litmus paper test
• Dove campaign for reality
• Dry leaf soaks in Dove solution
• 7 day challenge without mirror to expose the difference
• Dove working on self-esteem projects
• Beauty sketches

17. CULTURAL ANALYSIS

18. PSYCHOLOGICAL MYTH
• Works on “it’s all about you
• Meets the requirements that a person should feel beautiful

19. SOCIOLOGICAL MYTH
• Fulfills the needs of the society
• Dove fulfills its promise by delivering fresh, healthy skin and body
• Described positively by consumers

20. RITUALS
• A symbol of beauty and freshness
• Considered an essential part of daily personal care
• Relate themselves with the product
• Makes them feel beautiful

21. PROFANE CONSUMPTION
• Focuses on ordinary people
• Changing the attitudes of women
• Family preferences

22. SACRED CONSUMPTION
• Considered as the only solution to their problems
• Strongly believe in the potential of the product
• Makes them feel attractive
• Works with real women

23. What time of day Dove
advertisements play on Television?

24. THE END