Dove

Dove Soap

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Dove

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Parent Company HUL

Category Personal Health Care – Soap

Sector FMCG

Tagline/ Slogan Everyday Moisture is the key to beautiful skin

USP Deep Moisturizer for Dry Skin

STP

Segment Personal Health Care – Soap , Hair Care & Deodrants

Target Group Targets women of all ages, shapes & sizes

Positioning Dove is committed to help all women realise their personal beauty potential by creating products that deliver real care.

SWOT Analysis

Strength 1. Dove contains 1/4 moisturizing cream

2. Zero pH levels

3. Flagship product of HUL with strong brand awareness through advertising and branding

4. Promises not to leave any residue on the skin

Weakness 1. Lacks a global identity

2. Small global presence compared to competitors

3. Highly priced for the Indian Market

Opportunity 1. Maintain better standards of quality

2. Can target male audience

3. Continuous innovation

Threats 1. Increased Competition in this market segment

2. Popular only in Metro cities

3. Only for higher income and upper middle class group

Competition

Competitors 1. Olay (Procter & Gamble)

2. Neutrogena (Johnson & Johnson’s)

3. Beirsdorf’s (Nivea)

Dove 10 Step Marketing Plan

This is a 10 step marketing plan for dove soap bar in the Philippines market. The Primary target market is women 20-35 Y O, Class A & B who want soft, beautiful skin, and according to Maslow’s need hierarchy are in the self esteem stage looking for more confidence. There are wide ranges of choices for the customers from Olay, Nivea, Palmolive, Safeguard, Maxi-Peel, Silka, Johnson's, Belo, and Vaseline.

Dove beauty bar emphasizes on the ¼ moisturizing cream factor that softens skin while cleansing it. The total market size for body wash is estimated to be 2.5 billion and dove sales is about 0.9 billion. It’s the only beauty bar with moisturizing cream and the price range is from 40 to 50 Php.

Dove promotes its products though TV and newspaper ads but its...