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

2. INTRODUCTIONDove is a personal care brand owned by Unilever.

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.

7. In the year 2004, Unilever won the ‘marketer of the year’ award for its brand Dove4 P’s OF MARKETING

8. PRODUCT STRATEGY A combination of moisturizer and softness so as to satisfy the particular need which was earlier not met.

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.

12. Strong personal ,emotional connection between brand and consumers.PRODUCT RANGEDove soaps

13. PRICING STRATEGY With the entry in Indian market in 1995 it was priced at Rs.50— NOT SATISFACTORY FOR THE C0NSUMERS

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.

16. Works --- WHY NOT PAY A LITTLE EXTRA IN ORDER TO HAVE GOOD MOISTURISER AND NOURISHMENT.PLACE STRATEGYThe distribution channels used is no different that of HUL except “Kwality Walls”.