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.

5.  Dove is a personal care brand owned by Unilever.
 It started in 1957
 The brand came to India in 1995.
 It is imported and marketed by Hindustan
Unilever Limited (HUL).
 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

6. SOAP
CONDI SHAM
TIONE POO
R
DOVE
BODY HAIR
WASH SERU
M
DEO

8. Product
Dove first product beauty bar was launched in 1955
•It claim not to dry out the skin the way other soap did
•Technically nat soap at all formula came from military research
Marketing and advertising
Bleand of marketing communication tool-T.V, print media and bill boards.
Advertising message: “dove soap doesn’t dry your skin because it is one quarter
cleansing cream”
Rather than models, It used natural looking women to convey the benefit of the
products.
Outcome
As a result of dove positioning it self as being in the beauty industry and focusing on
functional benefits as well as successful marketing

9. Products
•Hair care : shampoo spray and gel
•Skincare : soap and moisturizer
•Deodorants
“Real Beauty” and “Self esteem campaign”
•First appeal to esthetic needs of consumers.
•Did not focus on functional benefits, but on need to feel good.
•Used over sized models, elderly women to convey the message.
Dove evolution film.
•Shifted from broadcast media to digital media you tube and blogs.
•film evolution viewed by 3 million visitors in 3 month.
•Marketing communication gave dove a wide exposure

11.  From long-established names like Lifebuoy, Sunlight and
Pond’s to new innovations such as the Pureit affordable
water purifier, our range of brands is as diverse as our
worldwide consumer base.
 Unilever has more than 400 brands, 12 of which generate
sales in excess of €1 billion a year.
 Many of these brands have long-standing, strong social
missions, including Lifebuoy’s drive to promote hygiene
through hand washing with soap, and Dove’s campaign for
real beauty.
 We’ve also won a wealth of advertising industry honours
at the prestigious Cannes Advertising Awards, including
being named 2010’s Advertiser of the Year.

12.  With more than 400 brands focused on health and
wellbeing, no company touches so many people’s lives in so
many different ways.
 Our portfolio ranges from nutritionally balanced foods to
indulgent ice creams, affordable soaps, luxurious shampoos
and everyday household care products.
 We produce world-leading brands including Lipton, Knorr,
Dove, Axe, Hellmann’s and Omo, alongside trusted local
names such as Blue Band, Pureit and Suave.

13.  We realise innovation is key to our progress, and
through cutting-edge science we’re constantly enhancing
our brands, improving their nutritional properties, taste,
fragrance, or functionality.
 We invest nearly €1 billion every year in research and
development, and have established laboratories around
the world where our scientists explore new thinking and
techniques, applying their expertise to our products.
 Consumer research plays a vital role in this process.
Our unrivalled global reach allows us to get closer to
consumers in local markets, ensuring we understand
their diverse needs and priorities.

14. Product
Place
4 Price
P’s
Promoti
on

15.  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.

16.  With the entry in Indian market in 1995 it was priced at
Rs.50 NOT SATISFACTORY FOR THE CONSUMERS.
 People with higher income level did not consider it
worth buying.
 DOVE then changed its strategy and lowered its price to
Rs.28 thereby attracting the upper middle class Indian
consumer.

17.  The distribution channels used is no different that of
HUL 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.

18. DOVE
C&F
STOCKIST
RETAIL MODERN
C&D
OUTLET TRADE

19.  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.
 Promotion with the help of study.

20.  A combination of moisturizer and softness so as to satisfy
the particular need which was earlier not met.
 Focused no women (non model)-beautiful in their own
way.
 Strong personal emotional connection between brand and
consumer.
 Competition with home product like LUX ,PEARS.
 With the entry in indian market in 1995 it was priced at
Rs. 50.
 People with higher income level did not consider it worth
buying.
 AD commercail in T.V making comparision with different
other brands

21. A Dove segment the market on the basis of :
 Demographic segmentation
-Gender: female(working women)
-Income: high income group & upper middle
class.
 Psychographic segmentation
- It tries to change the psychology of an average
looking women that she can look equally beautiful.

22.  Targets girls and women of all ages , shapes and
sizes.
 Especially target the working women as they have
busy schedules and cannot take out time for
themselves so by using one soap the can get the
benefits of a soap as well as a moisturizer.
 Dove uses the market specialization.

24. BROADCAST
MEDIA
TELEVISION RADIO

26. PRINT
MEDIA
NEWSPAPER MAGAZINE

29. BILL TRANSIT
KIOSKS
BOARDS MEDIA

35. STRENGTHS WEAKNESS
OPPORTUNITIES THREATS

36.  Brand loyalty.
 Brand recognition and widespread
distribution.
 Scope for segmentation – hands, face, body.
 Able to encourage consumer to feel and look
their best.
 Effective advertising, Free publicity.

37.  High levels of expensive advertising needed
and maintained.
 Negative publicity – use of chemicals, animal
testing.
 High costs to launch new products.
 Some products are seen as a pampering
product not essential use.

38.  Investments in shower products/sports
products.
 Target male customers .
 Price promotions (buy one get one free).
 Target teen specific concerns (medicated skin
opportunities).
 Unified advertising throughout the globe .

39.  Decline in Bath products.
 New launch of other brands with similar
products.
 Negative Publicity.
 More willingness to try new brands for shower
products.

41.  It is a quality product with reasonable price.
-Priya Arora
 I use this product because after using this product I don’t
have use anything else.
-Udiksha Khare
 Dove soap are very helpful for dry and rough skin.
-Ankita Singh
 I used other brand shampoos but dove I think is the best.
-Nita Dayal

42.  Its is not worth buying because at the same price there are
other products available in the market which are better than
dove like L’oreal pears etc.
-Komal Grover
 Clean, fresh feeling, moisturize my skin no over powering
smell.
-Nistha Sen