Dove marketing mix
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The document discusses Dove's marketing mix for its Deep Moisturizing Beauty Bar soap. It targets female consumers ages 18 and older, especially middle-class and above housewives, students, and working women who care about their appearance. Dove aims to promote the message that beauty comes in all shapes and sizes through campaigns like Dove Real Beauty Sketches. The 135g bar retails at Pakistani rupees 95 in stores nationwide.
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Ppt on stp of dove
- Dove is a personal care brand owned by Unilever that produces soap and beauty products.
- Dove positions itself as more than just a soap but a mild moisturizing beauty bar. It markets itself as containing deep moisturizers for the skin.
- Dove targets all women through campaigns promoting confidence in personal beauty regardless of age, shape or size.
Nivea presentation
Nivea's marketing strategy focused on product expansion and geographic expansion. They developed over 500 products to target all customer segments and age groups globally. Nivea also strengthened their brand image through their "Beauty is..." campaign promoted through above and below the line advertising. This campaign helped connect Nivea to consumers and better respond to their needs worldwide.
Clinique Marketing Plan
This marketing plan aims to increase Clinique's market share by targeting millennials through social media marketing and changing its image to appear less "OLD". The plan identifies opportunities in the growing $190.6 billion cosmetics industry and outlines strategies to position Clinique as a trusted brand that caters to different skin types through dermatologist-created products. Key tactics include launching an advertising campaign called "Creating Unique Beauty", promoting new collections on social media platforms like Instagram and YouTube, and emphasizing Clinique's commitment to ethical and environmentally-friendly practices.
[Dove] Customer Journey
The document outlines a customer journey map for Dove products, identifying key stages in a customer's experience from awareness to purchase to ongoing use. It analyzes Dove's target demographics and online and offline touchpoints. Accompanying the map are questions about improving the customer experience and addressing potential barriers during the research and purchase stages.
Media Plan Of Dove
Dove is a personal care brand owned by Unilever that was launched in India in 1995. It is positioned as a mild soap and beauty product for women of all ages and body types. Dove uses "Real Beauty" campaigns featuring everyday women to promote a wider definition of beauty and increase women's self-esteem. The brand is targeted towards women from upper middle class and high income groups. Dove has a wide product range including soap, lotions, and hair and skin care products.
Stp analysis of dove soap
Dove soap targets women of all ages, especially those above 18, who care about their skin and use beauty products. It focuses on working women who don't have much time for themselves by positioning its soap as providing double benefits of cleansing and moisture. Dove also targets high-income and upper-middle class women who can pay the desired price. The company positions Dove soap as a personal care and beauty product rather than just a soap by emphasizing its high moisturizer content to differentiate it from competitors.
Shampoo market
This slide gives you the result of a secondary research on Shampoo Market in India.This research gives you the Shampoo market size,the different segments in the shampoo market,the different companies and their brands in shampoo market,prominent brands in consumer and B2B market,The SWOT analysis of Cavinkare and suggestion for Cavinkare.
A Case study on Brand Loreal
The document describes L'Oreal, the world's largest beauty company. It notes that L'Oreal was founded in 1909 in Paris, France and owns 23 brands. It has annual sales of $19.5 billion and operates 5 R&D centers worldwide. The document provides details on L'Oreal's focus on innovation through R&D spending, adapting products to local cultures, and brand acquisitions and overhauls. It also discusses L'Oreal's large marketing budget and celebrity endorsements.
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Ppt on stp of dove
- Dove is a personal care brand owned by Unilever that produces soap and beauty products.
- Dove positions itself as more than just a soap but a mild moisturizing beauty bar. It markets itself as containing deep moisturizers for the skin.
- Dove targets all women through campaigns promoting confidence in personal beauty regardless of age, shape or size.
Nivea presentation
Nivea's marketing strategy focused on product expansion and geographic expansion. They developed over 500 products to target all customer segments and age groups globally. Nivea also strengthened their brand image through their "Beauty is..." campaign promoted through above and below the line advertising. This campaign helped connect Nivea to consumers and better respond to their needs worldwide.
Clinique Marketing Plan
This marketing plan aims to increase Clinique's market share by targeting millennials through social media marketing and changing its image to appear less "OLD". The plan identifies opportunities in the growing $190.6 billion cosmetics industry and outlines strategies to position Clinique as a trusted brand that caters to different skin types through dermatologist-created products. Key tactics include launching an advertising campaign called "Creating Unique Beauty", promoting new collections on social media platforms like Instagram and YouTube, and emphasizing Clinique's commitment to ethical and environmentally-friendly practices.
[Dove] Customer Journey
The document outlines a customer journey map for Dove products, identifying key stages in a customer's experience from awareness to purchase to ongoing use. It analyzes Dove's target demographics and online and offline touchpoints. Accompanying the map are questions about improving the customer experience and addressing potential barriers during the research and purchase stages.
Media Plan Of Dove
Dove is a personal care brand owned by Unilever that was launched in India in 1995. It is positioned as a mild soap and beauty product for women of all ages and body types. Dove uses "Real Beauty" campaigns featuring everyday women to promote a wider definition of beauty and increase women's self-esteem. The brand is targeted towards women from upper middle class and high income groups. Dove has a wide product range including soap, lotions, and hair and skin care products.
Stp analysis of dove soap
Dove soap targets women of all ages, especially those above 18, who care about their skin and use beauty products. It focuses on working women who don't have much time for themselves by positioning its soap as providing double benefits of cleansing and moisture. Dove also targets high-income and upper-middle class women who can pay the desired price. The company positions Dove soap as a personal care and beauty product rather than just a soap by emphasizing its high moisturizer content to differentiate it from competitors.
Shampoo market
This slide gives you the result of a secondary research on Shampoo Market in India.This research gives you the Shampoo market size,the different segments in the shampoo market,the different companies and their brands in shampoo market,prominent brands in consumer and B2B market,The SWOT analysis of Cavinkare and suggestion for Cavinkare.
A Case study on Brand Loreal
The document describes L'Oreal, the world's largest beauty company. It notes that L'Oreal was founded in 1909 in Paris, France and owns 23 brands. It has annual sales of $19.5 billion and operates 5 R&D centers worldwide. The document provides details on L'Oreal's focus on innovation through R&D spending, adapting products to local cultures, and brand acquisitions and overhauls. It also discusses L'Oreal's large marketing budget and celebrity endorsements.
Dove-STP:
Dove is a personal care brand owned by Unilever that produces beauty bars. Dove was first introduced in 1955 in the Netherlands and brought to the US in 1957. It touted containing moisturizers which helped it thrive in the 1960s as a niche skin care product. In the 1970s, an advertising campaign publicized that Dove dried and irritated skin less than ordinary soap, helping it gain market share. Dove targets women of all ages, shapes and sizes, especially working women, and positions itself as helping women feel beautiful as they are through campaigns promoting positive self-esteem. Dove's main competitors in the moisturizing beauty bar segment are Olay, Vivel, and Himalaya so
Dove - School Project
Dove is a personal care brand owned by Unilever that sells products like body wash, deodorant and hair care. It uses a societal marketing concept through its "Dove Campaign for Real Beauty" which aims to improve women's self esteem. This includes educational workshops and videos celebrating diverse body types. However, some criticize Dove and Unilever for hypocrisy due to other brands' advertising approaches. Dove targets different consumer segments with differentiated products and marketing strategies.
Brand positioning model (Dove case study)
The document discusses Dove's brand strategy and positioning. It aims to redefine beauty standards and empower women by making them feel more confident and optimistic about their natural beauty. Dove products are designed to nourish skin and hair from within in order to repair damage and strengthen hair, reducing hair fall and breakage. The brand also runs an educational self-esteem project to help young people improve their self-esteem.
dove
This document provides an overview of the soap industry in India, Unilever as a company, and the Dove brand. It discusses Dove's product strategy of combining moisturizer and softness for dry skin. Dove's pricing strategy involved initially entering India at a high price but then lowering the price. The document also outlines Dove's distribution, promotion, market segmentation, targeting, positioning, and SWOT analysis.
Promotional mix
The document describes the elements of the promotional mix and factors affecting its selection. It defines the promotional mix as the combination of marketing communication channels used, including advertising, personal selling, publicity, and sales promotion. It explains that the promotional mix must be carefully selected based on factors like the product's nature, target market, distribution channels, and company. The optimal mix is an important part of a company's marketing strategy.
Dove Brand Analysis
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Evolution of the Brand
Brand Identity
Brand Personality
Logo of the Brand
Tagline of the Brand
Brand Connect with intended customer
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Ad campaign analysis (both Print and TVC)
Loreal Presentation
L'Oreal launches its first eco-friendly haircare line called Serie Nature. The line uses natural ingredients like avocado, fig and tomato lycopene. It aims to replace chemical components with natural origin ingredients without compromising on efficiency. The range has 6 categories of products including a kids shampoo. It will be available at select L'Oreal salons and in recyclable bottles priced between Rs. 525-Rs. 1000. The brand targets environment conscious women aged 21-50 from upper socioeconomic classes.
Presentation marketing mgnt loreal
The L'Oréal Group is the world's largest cosmetics and beauty company, with its registered office in Paris and head office in France. It operates through four divisions: Consumer Products, Professional Products, Active Cosmetics, and Luxury Products. Some of its major brands include L'Oréal Paris, Garnier, Maybelline, L'Oréal Professionnel, Vichy, Lancôme, Biotherm, and Giorgio Armani.
Dove
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.
Dove- Brand Evolution
Dove's advertising has evolved significantly over the past 60 years from focusing on the product's moisturizing benefits compared to soap, to targeting women and promoting femininity and pampering, to its current "Campaign for Real Beauty" that aims to expand society's definition of beauty. Early ads from the 1950s-60s emphasized clinical tests showing Dove's skin benefits and differentiated it from soap, while later ads from the 60s targeted women more directly and associated Dove with feminine indulgence. Most recently, Dove's 2004 "Campaign for Real Beauty" features women of all shapes and sizes to celebrate diverse beauty and challenge narrow beauty standards promoted in other media.
Pantene
The document provides information about Pantene's market share and 4P's analysis in Thailand. It states that Pantene has been the leading beauty shampoo brand since 2009, with 14% of the market share. While Sunsilk has the largest share at 26%. The analysis also examines the brands' products, prices, places of distribution and promotional strategies. It finds that Pantene's bottles are white while competitors have color-coded bottles for different formulas. Pantene targets all consumer groups but has not fully utilized online media or emphasized new product developments.
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This document provides an analysis for a potential brand extension of Pond's into women's face wash. It summarizes Pond's company evolution and ownership by Unilever. It analyzes the market, competitors, product life cycle, and FCB grid for face wash. A 4P marketing strategy is proposed targeting women ages 18-64, including price points, distribution channels, and promotional campaigns. Brand positioning frames it as a refreshing facial cleanser that complements skin regimes. Perceptual and brand pyramid maps compare it to competitors.
DOVE IMC campaign
Dove launched its "Campaign for Real Beauty" in 2006 with a Super Bowl ad showing a diverse range of women without traditional photoshopping or airbrushing. The campaign aimed to redefine narrow beauty standards influenced by media and advertising. A 2005 Dove study found that most women felt media set unrealistic beauty standards and that their own bodies disgusted them. Through the campaign, Dove communicated that real beauty comes in many shapes, sizes, and ages, differentiating itself from other brands promoting unrealistic ideals. While also an effective marketing strategy, Dove claimed the campaign was meant to truly improve women's self-esteem and body image.
Dove Campaign For Real Beauty
very popular campaign by dove, using real models/customers to creat the comercials, was very sucessful. Presented in my Consumer Behavior class by D. Jomaa.
Dove advertising strategy
This document provides an overview of the Dove brand owned by Hindustan Unilever in India. It discusses Dove's history and evolution since its launch in India in 1995. Key points include:
- Dove differentiated itself from other soaps by marketing itself as a mild beauty bar containing moisturizers.
- Its "Real Women" advertising campaign featuring everyday women helped boost its popularity and market share above competitors like L'oreal and Garnier.
- Dove targets women across ages but especially working women, and positions itself as a moisturizing beauty product priced for upper middle class consumers.
- Hindustan Unilever distributes Dove and its other products
Brand Value chain
The brand value chain outlines how marketing activities like advertising, sponsorships, and publicity create brand value that leads to customer brand awareness and associations. This in turn drives market performance metrics like market share, price premiums, and profitability. For Coca-Cola specifically, their global marketing programs aim to create strong brand attachment and preference so that customers think of Coke whenever they think of soft drinks, leading to their dominant 45.8% market share in India. Their brand value is also reflected in their stock performance and $170.1 billion market capitalization.
Dove Deep moisture Bodywash STP, Marketing Mix & Market Research
Dove Deep Moisture Body Wash targets women ages 18+ who are beauty conscious, corporate professionals, and have dry skin. It positions itself as providing superior moisture to other brands through its NutriumMoisture technology. The marketing mix for Dove Body Wash includes an affordable price of $5.49 for 22 oz, availability in stores in the US, Canada, Mexico, and other countries as well as online retailers in India. Promotion occurs through social media, magazines, and visual media. Primary market research includes surveys, interviews, and focus groups with its target audience.
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Dove wants to launch a new leave-on hair serum spray product in Vietnam. The document outlines an integrated communications plan to introduce the product and promote self-esteem and confidence among Vietnamese women. The plan has three phases and utilizes viral video clips, a community page, digital channels, public relations articles, a television commercial, and activations like events and contests to convey the message of unleashing one's real self. The goal is to boost self-esteem by sharing stories of confident women who care about their families and appearance.
AXE STP
The document discusses Hindustan Unilever Limited (HUL), the largest consumer goods company in India. It owns the popular brand Axe, known for its deodorants and grooming products targeted towards younger males aged 16-28. Some key points made in the document include:
- Axe dominates the Indian deodorant market through widespread distribution and advertising campaigns featuring masculine themes.
- While successful in urban areas, Axe faces challenges expanding its rural customer base due to high prices.
- The document evaluates Axe's product portfolio, target customers, competitors, and marketing strategies like segmentation and positioning. It also provides a SWOT analysis of Axe deodorants and suggestions for improving gender
Dove_HUL
Dove is a personal care brand owned by Unilever that was launched in India in 1995. It markets products like soap, shampoo, deodorant, and moisturizer. Dove differentiated itself through campaigns focusing on real beauty and promoting self-esteem for all women. It gained popularity in India through competitive pricing and effective advertising campaigns comparing Dove favorably to other brands.
Real beauty campaign
The Dove Campaign for Real Beauty was launched in 2003 to coincide with Dove's expansion beyond soap to beauty products. It featured real women rather than models to promote a more inclusive definition of beauty. Research showed only 2% of women saw themselves as beautiful. The campaign significantly increased sales of Dove products by challenging stereotypical beauty standards and inspiring women. It helped redefine consumer behavior towards beauty globally.
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Dove-STP:
Dove is a personal care brand owned by Unilever that produces beauty bars. Dove was first introduced in 1955 in the Netherlands and brought to the US in 1957. It touted containing moisturizers which helped it thrive in the 1960s as a niche skin care product. In the 1970s, an advertising campaign publicized that Dove dried and irritated skin less than ordinary soap, helping it gain market share. Dove targets women of all ages, shapes and sizes, especially working women, and positions itself as helping women feel beautiful as they are through campaigns promoting positive self-esteem. Dove's main competitors in the moisturizing beauty bar segment are Olay, Vivel, and Himalaya so
Dove - School Project
Dove is a personal care brand owned by Unilever that sells products like body wash, deodorant and hair care. It uses a societal marketing concept through its "Dove Campaign for Real Beauty" which aims to improve women's self esteem. This includes educational workshops and videos celebrating diverse body types. However, some criticize Dove and Unilever for hypocrisy due to other brands' advertising approaches. Dove targets different consumer segments with differentiated products and marketing strategies.
Brand positioning model (Dove case study)
The document discusses Dove's brand strategy and positioning. It aims to redefine beauty standards and empower women by making them feel more confident and optimistic about their natural beauty. Dove products are designed to nourish skin and hair from within in order to repair damage and strengthen hair, reducing hair fall and breakage. The brand also runs an educational self-esteem project to help young people improve their self-esteem.
dove
This document provides an overview of the soap industry in India, Unilever as a company, and the Dove brand. It discusses Dove's product strategy of combining moisturizer and softness for dry skin. Dove's pricing strategy involved initially entering India at a high price but then lowering the price. The document also outlines Dove's distribution, promotion, market segmentation, targeting, positioning, and SWOT analysis.
Promotional mix
The document describes the elements of the promotional mix and factors affecting its selection. It defines the promotional mix as the combination of marketing communication channels used, including advertising, personal selling, publicity, and sales promotion. It explains that the promotional mix must be carefully selected based on factors like the product's nature, target market, distribution channels, and company. The optimal mix is an important part of a company's marketing strategy.
Dove Brand Analysis
Areas Covered :
Evolution of the Brand
Brand Identity
Brand Personality
Logo of the Brand
Tagline of the Brand
Brand Connect with intended customer
Where does the Brand fit in the company’s scheme of things??
Ad campaign analysis (both Print and TVC)
Loreal Presentation
L'Oreal launches its first eco-friendly haircare line called Serie Nature. The line uses natural ingredients like avocado, fig and tomato lycopene. It aims to replace chemical components with natural origin ingredients without compromising on efficiency. The range has 6 categories of products including a kids shampoo. It will be available at select L'Oreal salons and in recyclable bottles priced between Rs. 525-Rs. 1000. The brand targets environment conscious women aged 21-50 from upper socioeconomic classes.
Presentation marketing mgnt loreal
The L'Oréal Group is the world's largest cosmetics and beauty company, with its registered office in Paris and head office in France. It operates through four divisions: Consumer Products, Professional Products, Active Cosmetics, and Luxury Products. Some of its major brands include L'Oréal Paris, Garnier, Maybelline, L'Oréal Professionnel, Vichy, Lancôme, Biotherm, and Giorgio Armani.
Dove
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.
Dove- Brand Evolution
Dove's advertising has evolved significantly over the past 60 years from focusing on the product's moisturizing benefits compared to soap, to targeting women and promoting femininity and pampering, to its current "Campaign for Real Beauty" that aims to expand society's definition of beauty. Early ads from the 1950s-60s emphasized clinical tests showing Dove's skin benefits and differentiated it from soap, while later ads from the 60s targeted women more directly and associated Dove with feminine indulgence. Most recently, Dove's 2004 "Campaign for Real Beauty" features women of all shapes and sizes to celebrate diverse beauty and challenge narrow beauty standards promoted in other media.
Pantene
The document provides information about Pantene's market share and 4P's analysis in Thailand. It states that Pantene has been the leading beauty shampoo brand since 2009, with 14% of the market share. While Sunsilk has the largest share at 26%. The analysis also examines the brands' products, prices, places of distribution and promotional strategies. It finds that Pantene's bottles are white while competitors have color-coded bottles for different formulas. Pantene targets all consumer groups but has not fully utilized online media or emphasized new product developments.
Unilever (Axe and Dove)
Slides created by Lokendra Verma, IIT Bombay, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow.
Brand Extension: Pond's_ face wash
This document provides an analysis for a potential brand extension of Pond's into women's face wash. It summarizes Pond's company evolution and ownership by Unilever. It analyzes the market, competitors, product life cycle, and FCB grid for face wash. A 4P marketing strategy is proposed targeting women ages 18-64, including price points, distribution channels, and promotional campaigns. Brand positioning frames it as a refreshing facial cleanser that complements skin regimes. Perceptual and brand pyramid maps compare it to competitors.
DOVE IMC campaign
Dove launched its "Campaign for Real Beauty" in 2006 with a Super Bowl ad showing a diverse range of women without traditional photoshopping or airbrushing. The campaign aimed to redefine narrow beauty standards influenced by media and advertising. A 2005 Dove study found that most women felt media set unrealistic beauty standards and that their own bodies disgusted them. Through the campaign, Dove communicated that real beauty comes in many shapes, sizes, and ages, differentiating itself from other brands promoting unrealistic ideals. While also an effective marketing strategy, Dove claimed the campaign was meant to truly improve women's self-esteem and body image.
Dove Campaign For Real Beauty
very popular campaign by dove, using real models/customers to creat the comercials, was very sucessful. Presented in my Consumer Behavior class by D. Jomaa.
Dove advertising strategy
This document provides an overview of the Dove brand owned by Hindustan Unilever in India. It discusses Dove's history and evolution since its launch in India in 1995. Key points include:
- Dove differentiated itself from other soaps by marketing itself as a mild beauty bar containing moisturizers.
- Its "Real Women" advertising campaign featuring everyday women helped boost its popularity and market share above competitors like L'oreal and Garnier.
- Dove targets women across ages but especially working women, and positions itself as a moisturizing beauty product priced for upper middle class consumers.
- Hindustan Unilever distributes Dove and its other products
Brand Value chain
The brand value chain outlines how marketing activities like advertising, sponsorships, and publicity create brand value that leads to customer brand awareness and associations. This in turn drives market performance metrics like market share, price premiums, and profitability. For Coca-Cola specifically, their global marketing programs aim to create strong brand attachment and preference so that customers think of Coke whenever they think of soft drinks, leading to their dominant 45.8% market share in India. Their brand value is also reflected in their stock performance and $170.1 billion market capitalization.
Dove Deep moisture Bodywash STP, Marketing Mix & Market Research
Dove Deep Moisture Body Wash targets women ages 18+ who are beauty conscious, corporate professionals, and have dry skin. It positions itself as providing superior moisture to other brands through its NutriumMoisture technology. The marketing mix for Dove Body Wash includes an affordable price of $5.49 for 22 oz, availability in stores in the US, Canada, Mexico, and other countries as well as online retailers in India. Promotion occurs through social media, magazines, and visual media. Primary market research includes surveys, interviews, and focus groups with its target audience.
Dove leave on - Integrated Communications Plan
Dove wants to launch a new leave-on hair serum spray product in Vietnam. The document outlines an integrated communications plan to introduce the product and promote self-esteem and confidence among Vietnamese women. The plan has three phases and utilizes viral video clips, a community page, digital channels, public relations articles, a television commercial, and activations like events and contests to convey the message of unleashing one's real self. The goal is to boost self-esteem by sharing stories of confident women who care about their families and appearance.
AXE STP
The document discusses Hindustan Unilever Limited (HUL), the largest consumer goods company in India. It owns the popular brand Axe, known for its deodorants and grooming products targeted towards younger males aged 16-28. Some key points made in the document include:
- Axe dominates the Indian deodorant market through widespread distribution and advertising campaigns featuring masculine themes.
- While successful in urban areas, Axe faces challenges expanding its rural customer base due to high prices.
- The document evaluates Axe's product portfolio, target customers, competitors, and marketing strategies like segmentation and positioning. It also provides a SWOT analysis of Axe deodorants and suggestions for improving gender
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Dove Deep moisture Bodywash STP, Marketing Mix & Market Research
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Dove_HUL
Dove is a personal care brand owned by Unilever that was launched in India in 1995. It markets products like soap, shampoo, deodorant, and moisturizer. Dove differentiated itself through campaigns focusing on real beauty and promoting self-esteem for all women. It gained popularity in India through competitive pricing and effective advertising campaigns comparing Dove favorably to other brands.
Real beauty campaign
The Dove Campaign for Real Beauty was launched in 2003 to coincide with Dove's expansion beyond soap to beauty products. It featured real women rather than models to promote a more inclusive definition of beauty. Research showed only 2% of women saw themselves as beautiful. The campaign significantly increased sales of Dove products by challenging stereotypical beauty standards and inspiring women. It helped redefine consumer behavior towards beauty globally.
Dove
Dove is a personal care brand owned by Unilever that was introduced in India in 1995. Through its "Real Beauty" campaign featuring everyday women, Dove became the third best-selling body lotion brand in India, ahead of competitors. The brand was initially priced too high for Indian consumers but became more successful after lowering its price. Dove targets women of all ages and segments the market based on demographics like gender and income, as well as psychographics like changing perceptions of beauty.
Dove 'Real Beauty' Campaign.pptx
Dove has historically run a "Real Beauty" marketing campaign aimed at boosting women's self-esteem. However, two ads from this campaign failed and were deemed racist. In one ad, a black woman removed her shirt to reveal a white woman. Customers strongly criticized the ad online as being tone deaf. Dove removed the ad and apologized, but the response was unsuccessful. Their main competitors like Olay also focus on beauty and anti-aging but still retouched photos until 2021, lacking Dove's diversity goals. Moving forward, Dove plans to better listen to customers, provide diversity training, and properly showcase diversity in campaigns to truly represent real beauty for all women.
Media Plan Of Dove
Dove is a personal care brand owned by Unilever that was launched in India in 1995. It is positioned as a mild soap and moisturizer for women of all ages and body types. Dove aims to promote a wider definition of beauty through its "Real Beauty" campaign, which features everyday women rather than models. The brand sees television, print, outdoor, and digital advertising as key to promoting this message of inclusive beauty and building the Dove brand in India.
Dove-consumer behaviour
Dove aims to help women feel beautiful through gentle, caring products. It promotes a mild soap concept using ingredients like milk that nourish skin without drying or harm. Dove symbolizes gentleness like its namesake bird. For hair, it aims to leave hair silky, soft, and healthy. Dove's "Real Beauty" campaign features real women to widen the definition of beauty and connect emotionally by showing it cares how women feel about themselves.
Marketing STP analysis
Dove soap is owned by Unilever and targets women of all ages and body types. It segments the market demographically by focusing on women over 18, psychographically by promoting the message that all women are beautiful, and geographically by tailoring products to local needs. Dove targets working women who need quick care and high income groups willing to pay more. It positions itself as a beauty product rather than a soap by emphasizing its high moisturizer content and message that all women are naturally beautiful.
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- A 2007 Dove TV ad promoted products for women over 50, airing during "Dancing on Ice" on ITV. This targeted older audiences to spread the message that "beauty has no age limit."
- The ad was banned in the US for showing nudity on TV. Dove aims to encourage women of all ages and types to feel better about themselves through "Pro-Age" campaigns.
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Dove launched its "Campaign for Real Beauty" in 2004 to promote a more realistic definition of beauty by featuring women of various ages, sizes, and appearances in its advertising. The campaign aims to boost women's and girls' self-esteem by challenging stereotypes about beauty. Dove has since expanded the campaign's focus to also address men's issues with self-confidence and launched products for men to complement its female product lines.
Test
Dove launched its "Campaign for Real Beauty" in 2004 to promote a more realistic definition of beauty by featuring women of various ages, sizes, and appearances in its advertising. The campaign aims to boost women's and girls' self-esteem by challenging stereotypes about beauty. Dove has since expanded the campaign's focus to also address men's issues with self-confidence and launched products for men as well.
What branding strategies are followed by hajmol,meswak,dove,tang
The document summarizes the branding strategies of 4 brands:
1. Hajmola candy evolved its ayurvedic positioning to a mild digestive product targeting younger consumers. It uses celebrities in advertisements.
2. Meswak toothpaste targets health-conscious consumers seeking natural benefits. It increased awareness through television ads.
3. Dove soap empowers women through "real beauty" campaigns featuring real women. It portrays confident women through messaging.
4. Tang uses an orangutan mascot and aggressive campaigns across various media to create visibility for the brand. It advertises through social media as well.
Assignment 1 Dove Target Audience
Dove creates personal care products and campaigns to promote positive body image for women. They target women ages 18-35 who want effective, affordable products without harsh chemicals. Through their Real Beauty campaigns, Dove aims to show women that they are naturally beautiful and should feel confident without needing to change their appearance. They position themselves as a premium but accessible brand that values customers' well-being over exaggerated marketing claims.
The evolution of Dove as a Brand
this presentation gives us the insights of how Dove developed as a brand and what were the strategies adopted by it to succeed in the highly competitive market
About the company Dove
it is a presentation all about dove the promotional strategy tried by students on college level and the research done by them
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Dove marketing mix
- 1. Everyday moisture is the key to beautiful skin USP: Deep Moisturizer for skin DOVE
- 2. Product: Deep Moisturizing Beauty Bar Dove Dove Pink Dove Fresh Touch Price: PKR 95/ for 135 g bar Placement: Available at retail stores MARKETING MIX- DOVE
- 3. Promotion: Personal care beauty bar. Mild moisturizing bar with 1/4th moisturizer in it. Dove is committed to help all women realize their personal beauty potential by creating products that deliver real care. Dove Campaigns: Dove Movement for Self Esteem Dove Real Role Models Dove Real Beauty Sketches MARKETING MIX- DOVE (CONT…)
- 5. DEMOGRAPHIC: Gender: Female Age: 18 onwards Occupation: Housewives, Students, Working women SEGMENTATION
- 6. PSYCHOGRAPHIC: Social Class: Middle Class and above Lifestyle: Women who are upto date and are concerned about how they look Dove aims to create a psychology in women where 'beauty' is for everyone regardless of the age, color, body shape and size. The message Dove is spreading is ''you 're beautiful the way you are“ SEGMENTATION
- 8. Product: It’s a white soap with added moisture and a delicate fragrance for mother and child both. Place: Available at all utility stores, superstores, super markets of urban regions. Price: They are following competitive pricing strategy. Their product prices are similar to those products available in the market. Promotion: Advertising, print ads, media, social marketing, in-store promotion-kiosk, hoardings. POSITIONING
- 9. Cleanse your baby's face and body with this form-fitting, grip able bar for easy bathing Try it for baby. Try it for yourself ADVERTISING MESSAGE