This document provides an overview of the soap industry in India, Unilever as a company, and the Dove brand. It discusses Dove's product strategy of combining moisturizer and softness for dry skin. Dove's pricing strategy involved initially entering India at a high price but then lowering the price. The document also outlines Dove's distribution, promotion, market segmentation, targeting, positioning, and SWOT analysis.

2. PRESENTED BY….
• NIHAR CHAWDA BBA015151
• ZAIBA KHAN BBA015154
• ADITYA MORDE BBA015155
• TEJ BHEMAT BBA015156

3. OVERVIEW OF THE INDUSTRY
• India is a country with a
population of 1,030 million people
with household penetration of
soaps is 98%.
• Major companies in this industries
include divisions of P&G,
Unilever and Dial.
• Soap is primarily targeted towards
women, as they are the chief
decision makers in terms of soap
purchase.
• Major companies in this industries
include divisions of P&G,
Unilever and Dial.

5. OVERVIEW OF THE COMPANY
• Unilever is a British-Dutch
multinational company
founded in 1930.
• It’s the world’s third largest
consumer goods company.
• Unilever owns over 400
brands and is available
around 190 countries.

7. OVERVIEW OF THE PRODUCT
• Dove is a well known brand
working under the flagship of
Unilever.
• It was established in the year
1957 by just launching itself as
a cleansing bar.
• The products are sold over 80
countries and are available for
both men and women.

9. OVERVIEW OF THE PRODUCT
• Dove cleansing bar is a classic
moisturizing formula which
focuses on retaining the skin’s
moisture.
• Promises to leave the skin softer
smoother and healthier looking.
• It mainly focuses on targeting
the female society.

10. 4 P’s of Dove…..

11. PRODUCT STRATEGY
• A combination of moisturizer and
softness to satisfy particular
needs.
• Focused on women with dry skin
to give them a naturally smooth
experience.
• Aimed at maintaining the pH as
neutral of the skin.

12. PRICING STRATEGY
• Dove entered the Indian market
with a non satisfactory price of
Rs.50 in the year 1995.
• Dove then changed its strategy and
lowered its price to Rs.28.
• Proved to be successful under tag
line : Why not pay a little extra to
have good moisturizer & extra
nourishment.

13. PLACE STRATEGY
• Dove’s strategy of distribution is
no different than its parent –
Unilever.
• It is distributed through a
network of 180 redistribution
stockists covering 1 million
retail outlets.
• It is more popular in
metropolitan cities.

14. PROMOTION STRATEGY
• Positions itself for REAL
BEAUTY and is considered
good for people of all ages.
• It tries to give out a message
for all the ladies that beauty
is not limited to only certain
features.

15. MARKET SEGMENTATION

16. Dove segments the market on basis of :
• Demographic segmentation –
Gender : (females)
Income groups : High
Income groups and
Uppermiddle class.
• Psychographic segmentation -
It tries to change the
perception of women that
they can look equally
beautiful like other women.

17. TARGETING….

18. •Targets women of all ages , shapes and sizes.
•Especially targets the working women.
•Targets higher income group as they can afford a
premium soap.
•Dove uses market specialization concept.

19. POSITIONING….
• Dove is positioned as a personal care
brand.
• It positions itself not as a soap but as a
mildest bathing bar containing 1/4th
moisturizer.
• Dove differentiates itself by
requesting its customers to apply on
half the face and see the difference.
• Dove is currently at its Growth Stage.
• Price quality inferences : Consumers
assume goods with high price as an
indication of better quality.

20. BCG MATRIX OF DOVEMARKETGROWTHRATE
CASHCOWSTARS
DOGQUESTIONMARK
RELATIVE MARKET SHARE

21. v/s
SWOT Analysis

22. STRENGHT
WEAKNESS
• Dove contains 1/4
moisturizing cream.
• Zero pH levels.
• Flagship product of
HUL.
•Highly priced for the
Indian Market.
• Targets only the female
segment
•Loyal customer base.
•High amount of
Advertising.
•Good quality product.
• High price.
•No product for
teenage males.

23. OPPORTUNITIES
THREATS
• Can target male
audience.
• Continuous
innovation
• Increased Competition
in this market segment.
• Popular only in Metro
cities
• Can prosper in rural
areas.
• Can introduce
products for males.
• Strong competition.
• Economic downturn.

24. CONCLUSION….
•Dove was able to
understand the feelings at
the core of their audience.
•It proved to be a
revolutionary product when
compared with its
competitors.
•It helped in building up the
self confidence of various
women round the globe to
feel beautiful in their own
skin.

25. BIBLIOGRAPHY
• www.hul.co.in
• www.dove.co.in
• www.strategyonline.com
• www.digitalvidya.com
• www.google.com