2. INTRODUCTION
Dove is a personal care brand owned by Unilever.
It started in 1957
Dove products are mainly concentrated in the US,
Europe, UK, Canada and Middle-East.
Unilever started its onshore operations in
Bangladesh in 1964
The main Dove products are moisturizing body-
wash, deodorants, facial cleansers, body lotions,
tools, shampoos and conditioners
3. Vision: Dove is committed to building positive self-
esteem and inspiring all women and girls to reach
their full potential
Mission: Inspiring women to take great care of
themselves
4. Market segment: Skin care, Cleanliness, Beauty
Oriented
Target Customer group: Beauty conscious upper
class female group
8. Identify and Establish Brand Positioning and Values
Differentiation
Segmentation
Target Marketing and positioning
9. Plan and impairment Brand
Marketing Program
Product : Dove product Focused on women beautifulness
in their own way. Its a combination of moisturizer and
softness so as to satisfy the particular need which was
earlier not met.
Price: price is little higher than regular product as It
belongs upper and middle class customers of the society
Place: Ensure the availability of product to customer by
using Unilever distribution channel
Promotion: Strong Brand promotional activities including
realistic TV commercial campaign, magazine and viral
marketing
11. Grow and Sustain Brand Equity
Dove Beauty Bar has got its own stand now a days
It has got impassive brand image on customers mind
Being an associate of Unilever and continues research
and development Dove beauty bar will definitely Stand
Stronger positioning in market
12. SWOT Analysis
Strength
Strong emotional touch
Effective advertising
Support of Unilever
Weakness
Only an urban market
phenomenon
High pricing reduces the
target market
