Cb-Dove New
Cb-Dove New
Cb-Dove New
Dove has grown from a US-only soap bar into one of Unilever's biggest global brands. It is now the world's #1 cleansing brand Type Owner Personal care Unilever 1955
The products are sold in more than 35 countries and are offered for both The Dove trademark and brand name is currently owned by Unilever.
1940s Formula for Dove Bar (Mild Soap) 1950s Refined to original Dove Beauty Bar 1960s Launched in the market
Face Wash
Body Lotion
Product
Dove first product beauty bar was launched in 1955 It claim not to dry out the skin the way other soap did Technically the soap came from military research
Outcome
As a result , dove has positioned it self as being in the beauty industry by focusing on functional benefits as well as successful marketing
Products
Hair care : shampoo spray and gel Skincare : soap and moisturizer Deodorants
Brand Attributes
The presence of milk lotion in dove acts as a differentiator.
Benefits
Dove does not use any harmful chemicals
Values
The value is that of True-Beauty
Product Strategy
A combination of moisturizer and softness so as to satisfy the
particular need which was earlier not met. Focused on women(non-models) beautiful in their own way.
Pricing Strategy
With the entry in Indian market in 1995 it was priced at
Rs.50 NOT SATISFACTORY FOR THE CONSUMERS. People with higher income level did not consider it worth
buying.
DOVE then changed its strategy and lowered its price to Rs.28 thereby attracting the upper middle class Indian consumer.
50 40 30 20 140 120 100 80 Sunsilk Dove Clear 200 150 100 Shampoo 200ml 50 0 Anti Perspirants Axe Dove Rexsona Sure 10 0 Soaps 100gm Lifebuoy Dove Lux Breeze Pears
60
40 20 0
Clinic Plus
Place Strategy
The distribution channels used is no different that of HUL
except Kwality Walls. Competition with home products like- Lux, Pears. Competitive advantage using 1 distribution channel to provide their various products to retailers. More popular in Metropolitan cities.
Promotion Strategy
Positioned as REAL BEAUTY and is considered to be good for
people of all ages. Various promotional awareness :-
TELEVISION ADS
Promotional campaigns
The various stages used in Dove promotional campaign
Extensive television and out-door campaign
to make more women feel beautiful everyday, by widening todays view of beauty and by inspiring women to take care of themselves Committed to reaching 5 million young women by the end of 2010 To help free ourselves and the next generation from beauty stereotypes. Self-Esteem Fund focuses to
- Develop and distribute free resources that enable and empower women and girls to embrace a broad definition of beauty.
Dove can increase its customer base by informing the customers about product attributes & its benefits.
Dove helps a woman to celebrate her own inner beauty.