Dove Presentation

Introduction
Dove is a personal care brand of Unilever. It is one of the most valuable

brand with sales of over €1 billion. Dove was introduced in 1957 and
provides high quality personal care products across more than 80
countries. Dove provides products for both women and men. It is No 4
most trusted brand in India and has high growth potential. It is
positioned as a high quality brand at affordable prices. Dove had started
with beauty soap which became popular in 1970’s as a mild soap. Dove
now has a wide range of personal products. Dove competes with Loreal
and Olay. Dove is known for its revolutionary marketing campaign
‘Campaign for real beauty’.
Introduction: DOVE
Launched in Leading brand Extension of

Dove bar was
the market recommended by Dove’s range
formulated
1960’s physician of products
1940’s
1980’s 1990’s-now
1950’s 1970’s 1990’s

Dove beauty Popularity Dove beauty
bar was increased as a wash was
redinded mildest soap launched
Overview of the Brand
The Dove brand of personal care products currently
includes everything from shampoos to deodorants to
facial washes. For the purposes of this assignment, I will
focus on advertisements for the Dove Beauty Bar, the
original product of Dove which has been around since
1957. The brand has a strong focus on “purity, moisture,
cleanliness, natural beauty, and touchable skin” (Elani).
The brand promises softness and improvement of the
skin and advertises confidence as the consumer benefit
(Dove.com).
Market Summary: Dove
Societal Healthy
Educate Girls
Marketing Perception &
& Women
Concept Self Esteem
Brand History
The Dove brand, founded by Lever Brothers, began in
1957. When the brand first began, they sold beauty soap
bars. They have since expanded to produce a wide range
of personal care products including “body wash,
deodorants, body lotions, facial cleansers and shampoos
and conditioners” (Dove.com). Currently Dove’s
“commitment to delivering real results is mirrored in [their]
advertisements. For over 40 years, *they’ve+ been using
real women in *their+ ads” (Dove.com), but the brand has
not always marketed itself in this way.
STP ANALYSIS
Segmentation
• Dove soap which is a FMCG product by Unilever .
Focuses on women of all ages specially above eighteen .
• They made their product for those who uses beauty products and for
those
women who really care for their skin .
• Women who have high purchasing power for those who belongs to
upper
middle class so they can pay their desire price.
Targeting
• They target women for all ages.

• Main focus on those who don’t have much time for
themselves that are working women because they use
USP of double benefits that is Soap +Moisture
• Also target high income groups and upper middle class.
Behaviour
• Aware of their health both physically and emotionally
• Friendly and outgoing
Positioning
People who uses Dove soap has a mind set that Dove is
a personal care beauty soap. It’s not just a soap but a
mild moisturizer that contain one fourth moisturizer.
Company uses high moisturizer content to differentiate
itself from competitors
Competition: Dove
Product
The product strategy and mix in Dove marketing strategy can be
explained as follows:
Dove provides high quality products. Categories of products in the
marketing mix of Dove are skin care, washing & bathing, deodorants
and hair care. Dove soap positions itself as something better than soap
and that it itself is not a soap but a beauty bar. The point of difference
being moisturization and softeners and cleansing cream. Dove is also
well known for its haircare products which are recommended by
dermatologists. New products are being regularly introduced. In
deodorants Dove introduced the Dry Spray deodorant. In hair products
Dove has introduced Advanced Hair Series globally. Dove has also
launched the Dove Derma Spa range in Europe which brings spa
experience and hair care at one place. Dove has recently forayed into
baby care products with products ranging from moisturizer, baby lotion
to diaper cream and wipes.
Product Offering: Dove
• Beauty Bar and Body Wash

• Deodorant
• Hair
• Lotion
• Men Care
Price
Below is the pricing strategy in Dove marketing strategy:
Dove uses competitive pricing. Dove products were initially premium
priced however due to low demand dove reduced the price. The
products are priced slightly higher than competitors. But due to high
quality and unique features of moisturizer and softener demand is high.
Thus, the price strategy in the market mix mostly is governed by the
competition prices because of the several number of competitor
products available.
Place
Following is the distribution strategy of Dove:
Dove products are sold in more than 80 countries. Dove
uses distribution channels of its parent company
Unilever. Products are transported from factory to
warehouse from where C&F agent sells to stockists and
stockist to retailer. Dove products are available in
supermarkets, general stores, , chemists and
wholesellers
Promotion
The promotional in the Dove marketing is as follows:
Dove has unique and completely different marketing campaign and
promotional strategy which is aspirational for women. Its ‘Campaign
for real beauty’ focuses on women self-esteem. The brand celebrates
diversity in each individual. Dove uses non models in all its advertising
campaigns and uses people of all body sizes, age and color in its
advertisements. It also promotes its brands through videos and short
films. Dove has launched a campaign to combat the negative media
campaigns which exploit women’s insecurity and self-esteem. It uses
magazines such as cosmopolitan which women regularly read to
advertise. Dove established a self-esteem fund which aims to educate
girls, help them overcome beauty related problems online bullying and
raise self-esteem. Hence, this covers the entire Dove marketing mix.

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Introduction

Dove is a personal care brand of Unilever. It is one of the most valuable

Launched in Leading brand Extension of

1950’s 1970’s 1990’s

• They target women for all ages.

• Beauty Bar and Body Wash

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