Submitted by: Submitted by lenmanalo
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Category: Business and Industry
Date Submitted: 10/27/2011 01:37 AM
Dove Soap
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Dove
Logo
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...