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.

1. DOVEBEAUTY BAR

3. It started in 1957

4. The brand came to India in 1995.

5. It is imported and marketed by Hindustan Unilever Limited (HUL).

6. 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.

9. Focused on women(“non-models”)– beautiful in their own way.

10. Based on global study on perceptions and attitudes of women with regard to personal beauty and well-being.

11. Point of differentiation-moisturizer and pH =O and also met consumer needs.

14. People with higher income level did not consider it worth buying.

15. DOVE then changed its strategy and lowered its price to Rs.28—thereby attracting the upper middle class Indian consumer.

17. Competition with home products like- Lux, Pears,

18. Competitive advantage– using 1 distribution channel to provide their various products to retailers.

20. The general trade comprises grocery stores, chemists, wholesale, kiosks and general stores.

21. HUL provide tailor made services to each of its channel partners.

23. Various promotional awareness :-

24. --DOVE Self esteem fund in 2006

25. --AD commercials on TV by doing comparison with other products of same range

26. REAL beauty campaign in 2008

27. Promotion with the help of study VOICE. The promotional video of dove was seen by over 30 lakhs internet user on the youtube.

28. 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 trys to change the psychology of an average looking women that she can look equally beautiful.

29. 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 on the higher income groups because they are the only people who can afford a soap which is priced at a premium rate (Rs. 28). Dove uses the market specialization concept.

30. 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.

31. 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.

32. Line stretching: dove launched its soap in 1995 in india and there after launched a range of its beauty products. 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.

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