Dove Introduction

Dove products are manufactured in Argentina, Australia, Brazil, Canada, Germany, India, Ireland, Netherlands, Thailand, Turkey and United States. The products are sold in more than 35 countries and are offered for both women and men. The Dove trademark and brand name is currently owned by Unilever. Dove's logo is a silhouette profile of the brand's name sake bird, the color of which often varies.

Dove soap have neutral PH as compared to other soaps.

Dove tv commercial

Brand Definition

At 2 Levels

Unilevers Brands management strategy

Objective: Bring top of the mind awareness Strategy: Use advertising that connects with consumer needs

Let the consumer know more about the products uses Shifted from an out-and-out house of brands to endorsing all its products linked to its corporate logo. Converged the marketing of disparate arms due of the lack of brand recognition. Dove's extension into deodorant - Long-term strategy built to set global "master" brands. In 2005, developed a Brand Imprint to help Lifebuoy, Pepsodent, Close Up develop their social missions. Since 2002, became more visible to shoppers, with corporate logo appearing on the back of all our product packs.

Evolution of brand dove

1940

1950 1960
Launched in the market

1970

1980

1990
Dove beauty wash successfully launched

1995-2001
Extension of Doves range of products

Refined to Formula for original Dove Bar Dove Beauty (Mild Soap) Bar

Popularity Leading brand Increased as recommended a milder soap by Physicians

In a world of hype and stereotypes, Dove provides a refreshingly real alternative for women who recognize that beauty comes in all shapes and sizes. - UNILEVER Website

Market Segmentation
Geographic:
Region :
All regions

Density :
Urban, sub-urban.

Market Segmentation
Demographic:
Age: 15 and above Family size All sizes Gender :

Male, Female
Income : 20,000 and above. Occupation : All occupations. Education : All kind of educations Religion: All religions and race Social class : Upper class, middle class,

Market Segmentation.(Cont.)
Psychographic:
Personality: Ambitious, generous, compulsive, authoritarian Life Style: Smooth skin,rough skin Benefits :

Behavioral:

Quality, service, speed

User status : Potential user, first-time user, regular user Usage rate : Light user, medium user, heavy user

Loyalty status:
High Readiness stage : Informed, interested, desirous, Attitude toward product : Positive

Doves market positioning in the 1950s

Product First Dove product Beauty Bar Launched in 1957 It claimed not to dry out the skin the way soap did Technically not soap at all, formula came from military research

Marketing and Advertising

Blend of marketing communication tools- TV, print media and billboards Advertising message: Dove soap doesnt dry your skin because it is one-quarter cleansing cream Rather than models, it used natural looking women to convey the benefits of the product

Outcome
As 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 Americas most recognizable brand icons

Doves market positioning in 2007

Products
Hair care: Shampoo, Spray and Gel Skin Care: Soap and Moisturizer Deodorants

Real Beauty and Self Esteem Campaign

Appealed to aesthetic needs of the consumers Did not focus on functional benefits, but on need to feel good Used oversized models, elderly women to convey the message

Dove Evolution Film

Shift from broadcast media to digital media, YouTube & Blogs Film evolution viewed by 3 million visitors in 3 months Marketing communications gave Dove a wide exposure

PRODUCT

PRICE

PROMOTION

PLACE

PRODUCT
Our product name is Dove and the Dove falls in shopping goods. Every product has three parts. o Core part o Actual part o Augmented part All these parts present to a product.

Parts Of Product
Core Part: Make skin soft

Actual Part: White colors, small size, different color soaps,developer Augmented : No Augmented Part

DOVE PRODUCTS

PRICE
There are four main methods that is use in price setting of products.
o Cost based pricing. o Customers based pricing . o Competitors based pricing. o Value based pricing. Our product price is fall in competitor base pricing.

PROMOTION
Promotion is streagdy that can increase your product sale. There are five types of tools that is use in promotion streagdy.

Advertising. Publicity. Personal selling. Public relation. Sale promotion.

PLACE
All over the worlds strategy the Pakistan which area of different cities Islamabad and Lahore in the place of shopping mall like. Every cosmetics stores Hyper star Pace etc. The Dove soap make strategy buy its product all over the world so thats way Dove soap available in every departmental store.

PACKAGING
Packaging is use in product art of presentation, unused status, quality, any thing that is use for containing of products is called packaging. There are three types of packaging that is use for products. oPrimary packaging o Secondary packaging o Shipping packaging

Primary
packaging is cover up to products

Secondary
packaging is label or other art of presentation

Shipping
packaging is use for contain large quantity of products to move one place to another place.

DOVE PACKAGING
Primary packaging:
Dove soap primary packaging is its cover.

Secondary packaging
Dove soap secondary packaging its label and art of presentation on its cover.

Shipping packaging
Dove shipping packaging is to contain large quantity to move one place to another place.

Competitor Analysis Of Dove Soap

Internal Competitors

External Competitors

Here is the ad on Dove Soap

SWOT ANALYSIS
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS

STRENGTHS
Unconventional strategy. Effective advertising, Free publicity. Continuously evolving the campaign. Strong emotional touch. Cross-selling Possibilities.

WEAKNESSES
Contradictory in nature. Objectification of women. Women featured were comparatively slim. Use of idealized images in other brands under the same flagship.

OPPURTUNITY/ RECOMMENDATION
Target male customers. Maintain better standards of quality. Unified advertising throughout the globe. Continuous innovation.

 Risk of being a brand for FAT GIRLS. Involved marketing risk. Copy by the competitors Undermining the aspiration of consumers. Sustainability of campaign in long run.

THREATS

FINDING
Dove is growing very rapidly year after year. This year, we took a vow to make women experience the real Dove difference. The face test campaign demonstrates the real proof of its superiority by using face as the torture test. Thousands of women from around the country put their soap, and dove to the test. And they all ended with the same answer dove made their skin soft.

Recommendations About Dove Soap

Take feedback from customers. Made proper outlet of Dove Soap for customers satisfaction. Gain benefits from OPPORTUNITIES. Do more advertising in Pakistan. Launch Dove Soap its own magazine where the give upto date information to customers.

SUCCESS OF DOVE
Sale worth Rs.500 Crore was registered in the year 2009. Dove Shampoos-Largest Premium Brand within 1 year of the launch. 2009 Growth rate of 100% in shampoos and 43% in soaps. Market share of dove products- 3.5% in metros and 11.54% in modern format stores in 2009. Achieved in 3 years what Pantene took 15 years

+ CONCLUSION
Dove has helped women to feel good. This good feeling from within one to attain more out of life by making them more confident and raising them selfesteem. They can embrace life with sincerity. It helps women to feel beautiful from the inside out rather than from the outside in. Dove aims at beauty at every age. Dove helps a women to celebrate her own inner beauty.