Dove is a personal care brand owned by Unilever. It is imported and marketed by Hindustan Unilever Limited. Dove has become a national talking point and was ranked number three in the body lotions market, ahead of L’Oreal, Garnier, Neutrogena, and Olay. In the year 2004, Unilever won the “marketer of the year” award for its brand Dove. It is now considered as a moisturizing bar and a beauty bar. Also, Dove has many different products such as, bar soap, body wash, shampoo, body lotions, hair lotions, and conditioners.
Dove is currently in between the growth stage and maturity stage. The sales are rapidly rising within all of its products. The cost is average per customer. Profits are rising; sometimes they are high. Its objective has a huge market share, and the products are definitely diversified. In addition, its prices match or beat the competitor’s prices. The distribution is very intensive; Dove is known everywhere.
The four P’s of Marketing associated with Dove includes product, place, price, and promotion. Dover’s Product Strategy is a combination of moisturizer and softness so as to satisfy the particular need which was earlier not met. This product was mainly focused on all women; however, there are now Dove products for men. It is based on global study on perceptions and attitudes of women with regard to personal beauty and well-being. Dove meets the consumer needs and has a strong, personal, emotional connection between brand and consumers. Its Pricing Strategy was very weak during the introduction stage. The consumers were not satisfied. The prices were terribly too high that even people with higher income level did not consider it worth buying. On the other hand, Dove changed it strategy and lowered its price; therefore it attracted the upper middle class Indian consumers. Consumers perceive that Dove products are expensive as an indicator of quality. They are priced at a premium. Dove’s products are very popular; therefore, the...
Please join StudyMode to read the full document