DOVE BEAUTY BAR

INTRODUCTION
vDove is a personal care brand owned by Unilever. vIt started in 1957 vThe brand came to India in 1995. vIt is imported and marketed by Hindustan Unilever Limited (HUL). vBy 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 Loreal, Garnier, Neutrogena and Olay. vIn the year 2004, Unilever won the marketer of the year award for its brand Dove q

4 Ps OF MARKETING

PRODUCT STRATEGY
vA combination of moisturizer and softness so as to satisfy the particular need which was earlier not met. vFocused on women(non-models) beautiful in their own way. vBased on global study on perceptions and attitudes of women with regard to personal beauty and wellbeing. vPoint of differentiation-moisturizer and pH =O and also met consumer needs. vStrong personal ,emotional connection between brand and consumers. v

PRODUCT RANGE

Dove soaps

PRICING STRATEGY
vWith the entry in Indian market in 1995 it was priced at Rs.50 NOT SATISFACTORY FOR THE C0NSUMERS vPeople with higher income level did not consider it worth buying. vDOVE then changed its strategy and lowered its price to Rs.28thereby attracting the upper middle class Indian consumer. vWorks --- WHY NOT PAY A LITTLE EXTRA IN ORDER TO HAVE GOOD MOISTURISER AND NOURISHMENT.

PLACE STRATEGY
vThe distribution channels used is no different that of HUL except Kwality Walls. vCompetition with home products like- Lux, Pears, vCompetitive advantage using 1 distribution channel to provide their various products to retailers. vMore popular in Metropolitan cities.

DISTRIBUTION CHANNELS
vHUL's products, are distributed through a network of 2500 redistribution stockists covering around one million retail outlets. vThe general trade comprises grocery stores, chemists, wholesale, kiosks and general stores. vHUL provide tailor made services to each of its channel partners. v2,000 suppliers and 2000 distributors serve HULs 37 factories reaching 6.3 million outlets.

PROMOTION STRATEGY
vPositioned as REAL BEAUTY and is considered to be good for people of all ages. vVarious promotional awareness :v--DOVE Self esteem fund in 2006 v--AD commercials on TV by doing comparison with other products of same range vREAL beauty campaign in 2008 vPromotion with the help of study VOICE. The promotional video of dove was seen by over 30 lakhs internet user on the youtube.

segmentation
Dove segments the market on the basis of :

demographic segmentation psychographic segmentation

Demographic segmentation:

Gender: females(working women) Income: high income groups & upper middle class Psychographic segmentation: it trys to change the psychology of an average looking women that she can look equally beautiful.

targeting
Targets 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.

positioning
Dove is positioned as a personal care brand. Dove soap positions itself not as a soap but as the mildest

bathing bar containing the moisturizer. Points of differentiation: maximum moisturizing content. As the add campaign of dove says that use it on half of your face and see the difference. Image differentiation: it is now considered as a moisturizing bar and beauty bar. Product life cycle stage: Dove is currently at its growth stage.

Price quality inferences: consumers perceives high

prices as an indicator of quality. Dove products are priced at a premium. Product quality leadership: high levels of perceived qualities with price just high enough not to be out of customers.

Line stretching: dove launched its soap in 1995 in india and there after launched a range of its beauty products. Product bundling pricing: dove offers a pack of three soaps or so providing a certain amount of discount. dove offers a set of its product range as a gift pack.

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