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.

1. MEDIA PLANMADE BY: AMRITA CHATTERJEEBJMC-III

2. Beauty. It’s not about glamour or fame. It’s about every woman and the beauty that isin each of us. That’s what DOVE is all about.And that’s why More women trusttheir skin to DOVE.

3. ABOUT THE BRANDDove 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.

4. PRODUCT RANGEDove’s products include: Antiperspirants/DeodorantsBody washes.Beauty bars.Lotions/Moisturizers.Hair care. Facial care products.

5. EVOLUTION OF BRAND ‘DOVE’1995-2001Extension of Dove’s range of products1990Dove beauty wash successfully launched 1980Leading brand recommended by Physicians1940Formula for Dove Bar (Mild Soap)1970Popularity Increased as a milder soap1950Refined to original Dove Beauty Bar1960Launched in the marketIn a world of hype and stereotypes, Dove provides a refreshingly real alternative for women who recognise that beauty comes in all shapes and sizes.

6. DOVE: THEN and NOW19572006

7. MARKET STRATEGIES OF DOVEMass appeal to all segments; high patronageHigh Loyalty/ Strong Share of WalletBetter quality at affordable priceMild, gentle, moisturizingHealth and beautyLow Loyalty/ Weak Share of WalletMore than 80 countries

8. ProductFirst Dove product  Beauty Bar  Launched in 1957

9. It claimed not to dry out the skin the way soap did

10. Technically not soap at all, formula came from military researchDove’s market positioning in the 1950’sMarketing and AdvertisingBlend of marketing communication tools- TV, print media and billboards

11. Advertising message: “Dove soap doesn’t dry your skin because it is one-quarter cleansing cream”

12. Rather than models, it used natural looking women to convey the benefits of the productOutcomeAs a result of Dove positioning itself as being in the beauty Industry and focusing on functional benefits as well as a successful marketing mix  Dove became one of the India’s most recognizable brand iconsProductsHair care: Shampoo, Spray and Gel

13. Skin Care: Soap and Moisturizer

14. DeodorantsDove’s market positioning in 2010“Real Beauty” and “Self Esteem Campaign”Appealed to aesthetic needs of the consumers

15. Did not focus on functional benefits, but on need to feel good

16. Used oversized models, elderly women to convey the messageDove Evolution FilmShift from broadcast media to digital media, YouTube & Blogs

17. Film “evolution” viewed by 3 million visitors in 3 months

18. Marketing communications gave Dove a wide exposureADVERTISINGINTERVIEWSPROGRAMSBILLBOARDSTV COMMERCIALSPANEL DISCUSSIONSTHE DOVE SELF-ESTEEM FUNDWEBSITE

19. MEDIA PLAN FOR DOVE

20. MARKET RESEARCHA 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.Point of differentiation-moisturizer and pH =O and also met consumer needs.Strong personal ,emotional connection between brand and consumers.

21. RESEARCH ANALYSISWith the entry in Indian market in 1995 it was priced at Rs.50— NOT SATISFACTORY FOR THE C0NSUMERS.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.Works—WHY NOT PAY A LITTLE EXTRA IN ORDER TO HAVE GOOD MOISTURISER AND NOURISHMENT.

22. RESEARCH ANALYSISThe distribution channels used is no different that of HUL except “Kwality Walls”.Competition with home products like- Lux, Pears.Competitive advantage– using one distribution channel to provide their various products to retailers.More popular in Metropolitan cities.

23. RESEARCH ANALYSISPositioned as REAL BEAUTY and is considered to be good for people of all ages. Various promotional awareness included:-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.The promotional video of dove was seen by over 30 lakhs internet user on the YouTube.

24. DEFINING TARGET AUDIENCETargets 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.

25. SEGMENTATIONDove segments the market on the basis of : Demographic SegmentationPsychographic SegmentationDemographic Segmentation: Gender: Females(working women).

26. Income: High income groups & upper middle class.Psychographic Segmentation: It tries to change the psychology of an average looking women that she can look equally beautiful.

28. MEDIA SELECTION

29. TELEVISION ADS

31. NEWSPAPER ADS

32. MAGAZINE AD

34. BILLBOARDS

35. KIOSK

37. INTERNETADS

38. OTHER PROMOTIONAL ACTIVITIESDove formally launches Campaign for Real Beauty