dove report

Topics: Singapore, NTUC FairPrice, Hypermarket Pages: 12 (2603 words) Published: December 5, 2013

Dove
A Business Management Report

Contents

An Introduction to Dove

In 1957, Unilever introduced Dove into the market as a single product: a beauty soap bar. And it was not just ordinary soap, but touted as having more moisturizing qualities than the top brands at that time and therefore suitable for dry sensitive skin. And in the 1980s, the brand launched a new product line, which constitutes of liquid body wash, shampoo and conditioner, deodorant/anti-perspirants and body lotion—just to name a few. Today Dove is no stranger to the average Singaporean consumer. Its products are sold virtually in all supermarkets, personal care shops and mom-to-pop shops in Singapore, among many other places. Often sharing the shelves with other popular personal care brands such as Lux and Dettol, Dove is more geared towards the female market and the brand is easily recognized with its trademark logo, a soft silhouette of a golden dove. When it comes to advertising, the brand is famous for its thought-provoking campaigns and short films that focus on the self-esteem of women. A simple visit to Unilever Singapore’s website will tell you that Dove is “the world’s number 1 cleansing brand with double digit growth”, “outsells all other skin care bars combined” and “over 1 billion showers taken with Dove products in US each year.” Which makes one wonder: How many such showers are taken in Singapore yearly?

The Target Customer

Statistics in Singapore
All information here is updated as of 2012, unless otherwise stated. Population

Age Structure
Below 20 years
885,200
20-64 years old
2,554,400
65 years & Over
378,600

Sex Ratio
There are 970 males in every 1000 females.
Males
1,880,000
Females
1,938,200

Ethnic Groups
Chinese
74.1%
Malay
13.4%
Indian
9.2%
Others
3.3%
Religions (aged 15 years & older)

Households & Housing
Most Singaporeans live in public housing apartments provided by HDB (House Development Board). These HDB flats are located in housing estates, which have their own set of amenities and facilities. 90.1% of Singaporeans own a home. Number of Resident Households

1, 152, 000
Average Household Size
3.53 persons

Resident Households by Type of Dwelling
A three-room flat has two bedrooms in about 70 m2 (750 sqft). A four-room flat has three bedrooms and space of about 90 m2 (970 sqft) of space. A five-room is about 110 m2 (1,200 sq ft). Some have an extra room that is used as a study, and others have a dining area. An executive apartment has three bedrooms and separate dining and living rooms, with 150 m2 (1,600 sq ft) of space. Total living in HDB flats

81.6%
1- & 2-Room
4.7%
3-Room
18.6%
4-Room
32.6%
5-Room & Executive Flats
25.5%
Condominiums & Other Apartments
12.1%
Landed Properties
6.0%

Education
Highest qualification attained of resident non-student population, by age group and sex

Employment (as of March 2013)
Total Employed
3,386,500
Total Unemployed
1,900

Monthly Income
Median Household Income Per Person
$2127
Median Resident Household Income
$7,566

Culture, attitudes and beliefs
Singapore is a very diverse and young country. It has many languages, religions, and cultures for a country its size. Due to the many languages and cultures in the country, there is no single set of culturally acceptable behaviours. Each Singaporean's set of behaviour and attitudes is influenced by, among many other things, his or her home language and his religion. Singaporeans who speak English as their native language tend to lean toward Western culture. Singapore, as a country, in general is conservative socially, but some liberalization has occurred. Racial and religious harmony is regarded by the government as a crucial part of Singapore's success and played a part in building a Singaporean identity. Buying behavior

Singaporeans love to shop, which might explain the large number of...
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