DOVE
Dove is owned by Unilever
Created in 1957
Products sold in more than 35 countries
Marketer in the year 2004
Most trusted brand in India in 2011
EVERYDAY MOSITURE IS THE KEY TO
BEAUTIFUL SKIN
SWOT
ANALYSIS
STRENGHTS
Strong media presence
Commitment to quality
High market share
International brand recognition
Established brand recognition
UPS- Deep moisturizing for dry skin
WEAKNESSES
Strong competition
High price
Low market share in deodorant category
Targets only female segment
OPPORTUNITIES
Can target male audiences equally
Continuous innovations
Maintain better standards of quality
Should establish products for rural penetration
Eco-friendly and organic range
THREATS
Availability of cheap substitutes
Large competitors with similar product line
Eg: Vivel soft touch
Popular only in metropolitan cities
Only for higher income group
Low market share for deodorant, especially
amongst men
Market segmentation
Dove segments the market on the basis of
Demographic
Psychographic
Geographic
Behavioural
GEOGRAPHIC
World wide
Urban areas
DEMOGRAPHIC
AGE-15-55
GENDER-female
FAMILY SIZE-nuclear or joint family
OCCUPATION-college going girls,
working women,
housewives
PSYCHOGRAPHIC
LIFESTYLE-comfortable
SOCIAL CLASS-middle class and upper middle class
ACTIVITY-for nourishment
INTERESTS- soft and smooth skin
OPINIONS- raise spirits of status
ATTITUDE-positive
BEHAVIOURIAL
DEGREE OF LOYALTY-high loyalty is been found
BENEFIT SOUGHT-for nourishment
USAGE STATUS-high user status
BUYER READINESS STAGE- persuading
USAGE- skin softening
TARGETING
Working women targeted as they have less time to
take care of their skin
Targeted on higher income groups
AGE GROUP-15- 55
POSTIONING
Personal care beauty product
Moisturizing content differentiate itself from
competitors.
Moisturizing products
PLC- currently at its growth stage
Priced at premium
COMPETITERS1. Olay (Procter and gamble)
2. Neutrogena (Johnson and Johnson's)
3. Bergdorf's (nivea)
MARKET POSITIONING
#1 Personal cleansing product
#2 Dermatologist recommended brand in the US
#3 Point of differentiation- moisturizer and PH=0
MARKETING MIX :4Ps
PRODUCT• Personal care beauty product
• Moisturizing content differentiate itself from
competitors.
• Moisturizing bar and shampoo.
• Currently at its growth stage
• Priced at premium
PLACE
Manufactured globally
Indirect marketing channel
Manufacturer retail consumer
Sold in hyper markets, super markets, pharmacies
PROMOTION TV
Print ads
Public relations-campaigns
Focused more on “real beauty”
PRICE
Competition based pricing
Dove cream beauty bathing bar- Rs.46
Dove body lotion – Rs. 120
Dove shampoo – Rs. 124
MEDIA BRIEF BRAND- DOVE
COMPETITION – Nivea, Olay , Vivel , Neutrogena
MEDIA VEHICLES- newspaper, magazines , television,
billboards, digital media
Media tools – facebook , twitter , instagram
I
REGIONALITY
Worldwide
SEASONALITY
Introduces series of product for different seasons
MARKETING OBJECTIVES Increase sales of dove beauty products
Attract national TV and print media coverage
To create product awareness and to attract
customers towards the product
Satisfy the needs of customers which were earlier
not met.
COMMUNICATION GOALS To create awareness among girls and women that
age doesn’t define your beauty
Imparting knowledge among females
Building self-esteem and confidence among
working women and college goers
To increase sales
CREATIVE BRIEF Our strategy was to aware that inner beauty is the
real beauty among working women and college
girls
For this we have initiated “DOVE SELFIE AD
CAMPAIGN”.
Under which the females clicked selfies and
shared with us during that online campaign
ADVERTISING CAMPAIGN
PURPOSE-Building positive self-esteem and
inspiring all women and girls to reach their full
potential
Through our print ads we wanted to communicate:
#BEAUTY IS YOU
#DOVE MAKES YOU AND YOUR HAIR BEAUTIFUL
#WRAP YOUR BODY IN 24 HOUR MOISTURE
#BE YOUR KIND OF BEAUTIFUL
Any Questions?
THANK-YOU
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