Marketing Product Dove

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History
• The Dove brand started its life in 1957 in the US, with the revolutionary new beauty cleansing Bar. • It is #1 Dermatologist Recommended brand in the US, Canada and France strongly endorsed by Dermatologists across the world. • In 1979, the phrase “cleansing cream” was replaced with “moisturizer cream” . • Since 1993, Indian women have relied on Dove for beautiful skin.

Logo
• It’s a perfect representation of softness, gentleness and sophistication • The image of dove or peace pigeon symbolizes the purity and softness of a dove in its products. • Soft looking font shows the fairness and softness of the brand, • Gold colour of the dove imagery honour the original purpose of its production

Variation

Gamut
CREAM BATHING BAR

GENTLE EXFOLIATING BATHING BAR

FRESH MOISTURE BATHING BAR

Packaging

Color Palette
D3D4CE CCB754 0C1A57

89C2DA 3D7AA8

161E6B 78AE5A

Marketing
Parent Company Category Sector Tagline/ Slogan USP HUL (Unilever) Personal Health Care – Soap FMCG Everyday Moisture is the key to beautiful skin Deep Moisturizer for Dry Skin

STP
Segment Target Group Personal Health Care – Soap , Hair Care &Deodorants Targets women of all ages, shapes & sizes Dove is committed to help all women realise their personal beauty potential by creating products that deliver real care.

Positioning

SWOT
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 1. Highly priced for the Indian Market 2. Targets only the female segment 1. Can target male audience 2. Continuous innovation 1. Increased Competition in this market segment 2. Popular only in Metro cities 3. Only for higher income and upper middle class group

Strength

Weakness Opportunity

Threats

4 P’s Of Marketing
Product
Dove product line includes a variety of skin care soaps. Its range includes a variety of...
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