Dove Case Study

Established in 1957

By: Anika Mehta

DOVE – The fastest growing brand

• Originally, Dove was not a beauty product but was a product with exclusive components, which acted smooth on injuries of an army person. • Slowly, it was made available to common people as beauty bar but it refused to call itself a soap for long time. • After 40 years, it was called a soap, which will keep your skin moisturized unlike other soaps. • It was available for women of all ages. • The soap had a quarter of cleansing cream in it ,which was then called moisturing cream in the advertisement. • Then brand wanted to change the defination of beauty.

• It ran many different campaign of which the main were “Unique Me” and “The Real Beauty Campaign” It’s aim was and is to boost the self- esteem of common woman. • It was projected strongly by advertising common plus size women instead of models for promoting the brand. • The brand is worth $4000 billion today.

Numbers Rising !

The sales for Dove, till it launched a variety of products in the market was really less as compared to the sales in 2013 where Dove became the market leader with maximum proportion of market share. The sales increased nearly 10 times and it became a great global brand.

SWOT Analysis

Strengths • Strong, popular and trusted brand with maximum market share •Different products avaialable for different skin types •Common women promoting the brand •Everyone in the organization knows the aim •Doing the brand development globally •Well established on social media Opportunity •Unilever’s , protecting the environment step •Dove’s tie ups with Girl’s scout in U.S. •Workshops for boosting self-esteem in girls •To launch wide range of product for men and to promote them by spending dollars on advertisements Weakness • Targetted mostly to women •Males buy less Dove products due to less awareness •Targetted to mostly upper middle class in society •Less awareness of whats Inside Dove

Threats • Strong competition...