A BRAND DOSSIER ON DOVE

Submitted by : Abhimanyu Hazra

Anisha Rathi Kunal Ghosh

Sayak Bannerjee

AGENDABrand OverviewPositioning and RepositioningStrategies AdoptedCompetitor AnalysisMarket Research AnalysisBrand’ s FutureNet Take Away

Brand Overview

Dove

Early History

The Logo

Evolution

Early History

• Owned by Unilever• Launched in 1957• Entered India in 1995 • Imported and marketed by HUL• In 1999 sales reached around USD 1 billion and

was growing at 20% per annum

The Logo

• The logo is a silhouette profile of a dove, the color of which often varies

• It symbolizes the purity and softness of dove in its products

Evolution

1940•Formula for dove bar (Mild Soap)

1950•Refined to original dove beauty bar

1960•Launched in the market

1970•Popularity increased as a milder soap

1980•Leading brand recommended by physicians

1990•Dove beauty wash successfully launched

2000 - Present•Extension of Dove’s range of products

Positioning and Repositioning

• Dove initially positioned itself as a beauty bar• Targeted the premium market segment• “Trial for results”

Initial Positioning

• Dove as a moisturizing cream bar• Aesthetic need for consumers - Featuring regular women in their ads• Shifted to digital media• Soaps for summers• Launched men products

Subsequent Repositioning

The 4P’s

Contd.

• A

combination of moisturizer and softness

•Focused on women

PRODUCT

•Initially it was priced at 50

•Later the price was reduced to 28

•Attracting the upper middle class consumers

•Product bundling pricing

PRICE

•The HUL network

•Popular in metropolitan cities

PLACE

•Positioned as real beauty

•Good for people of all ages

•Awareness campaigns

PROMOTION

SWOT Analysis

Contd.

• Tapping into the market segment of men

• Unified advertising technique

• Increased competition in the market segment

• Zero market share in rural areas

• Launched soaps only for the premium customers

• The target market of Dove is only the upper middle class women

• Critic - using women as objects

• Unconventional strategy In advertising

• New and better campaigns

• Loyal customers

StrengthsWeaknessOpportunities

Threats

Competition of Dove Soap

• Body wash• Rose water + milk• Body scrubGeneric

competitors

• Pears• Camay• Vivel• Fiama Di Wills

Direct Competitors

Strategies Adopted

Real women for endorsement

Attract people through people

Availability in more than 80 countries

Health and beauty market

Price reduction

Target Group - Upper and upper middle class

Marketing Strategy

Strong sales and distribution channel of HUL

Distribution Strategy

Demographic Segmentation•Target Group

- Girls and women, working women, higher income group

Psychographic Segmentation•Beauty lies in

all women•Targeted

ageing women

Market Segment Strategy

Market Research Analysis

•Hypothesis

•Sampling Plan

•Data Analysis Tools

•Analysis of data & Inferences Drawn

•Net Take Away

Hypothesis

• People buy dove soap as it gives a moisturising effect to the skin

• Men use dove men soaps as it has a brand name attached to it

• Dove gives the best quality in its price segment

Sampling Plan

• Sample Size - 70• Region - Kolkata• Target Audience - Both men and women - Age group is between 20-45 years of age - People in the urban areas

• Pie Chart• Bar Diagram• Report : To summarize the above two pictorial tools

Data Analysis Tools

Analysis of data & Inferences drawn

People buy dove soap as it gives a moisturising effect to the skin [H1]

• The results shows that Dove has the highest mean score

• Higher number of consumers consider dove when it comes to moisturisation

PEARS DOVE FIAMA DI WILLS0

0.51

1.52

2.53

3.54

4.55

MOISTURISATION

MEAN SCORE

BRANDS PEARS DOVEFIAMA DI

WILLS

MEAN SCORE 3.03 4.3 2.49

Contd.

10%

13%

61%

16%

DOVE ATTRIBUTES

Quality Status

Softness Gentleness

• Softness is due to moisturisation• Maximum no of respondents – First word – Softness• Thus from the above two tables we can infer that people buy dove as it provides moisturisation effect to the skin• This hypothesis has proved to be correct

Men use dove men soaps as it has a brand name attached to it [H3]

VARIANTS Division of (A)

Dove Men Care Products 6.06%

Dove Gentle Exfoliating 6.06%

Dove Gentle Fresh 21.21%18%

18%

64%

BREAK UP OF (A)

Dove Men Care ProductsDove Gentle Exfo-liating Dove Gentle Fresh

•The break up here is of the users who use variants of dove regularly which is 33.33%•From this we can infer that that out of 33 only 11 have used dove variants.

Contd.

39%

3%3%

56%

Dove Men Care Soaps

AwareUsedRegularly UseDon't Know

Question Aware UsedRegularly

UseDon't Know

Total Respons

es

Dove Men Care

Soaps 27 2 2 39 70

Dove Gentle

Exfoliating 22 11 2 35 70

Dove Gentle Fresh 28 24 7 11 70

• We can clearly infer that many people are aware of men care products but very less people are have tried it

Contd.

8%

40%52%

Use/Awareness

Dove Men Care ProductsDove Gentle Exfo-liating Dove Gentle Fresh

VARIANTS Use/Awareness

Dove Men Care Products 6.45%

Dove Gentle Exfoliating 31.43%

Dove Gentle Fresh 40.68%

• From the above two we can clearly infer that many people are aware of men care products but very less people have tried it• This might be due to the communication problem

Contd.

VARIANTS Regularly used/Use

Dove Men Care Products 50.00%

Dove Gentle Exfoliating 15.38%

Dove Gentle Fresh 22.58%

57%

17%

26%

Regularly used/Use

Dove Men Care ProductsDove Gentle Exfoliat-ing Dove Gentle Fresh

• Relationship between trials and repeat purchase• We see that 50% men who have tried dove products have purchased dove again

Contd.

VARIANTS

DON’T KNOW/TOTAL RESPONSES

Dove Men Care

Products 55.71%

Dove Gentle Exfoliating 50.00%

Dove Gentle Fresh 15.71%

46%

41%

13%

DON’T KNOW/TOTAL RESPONSES

Dove Men Care ProductsDove Gentle Ex-foliating Dove Gentle Fresh

• This clearly shows that there are still many people who do not know about the variants at all• We can infer from all of the above tables that variants are not helping dove to grow as a brand, Thus this hypothesis has proved to be incorrect.

Dove gives the best quality in its price segment [H3]

• This graph clearly reveals that the respondents consider that dove gives the best quality

• It can be inferred that dove provides better quality as it has the highest mean score

• Thus the hypothesis is proved to be correct

PEARS DOVE FIAMA DI WILLS0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

QUALITY

MEAN SCORE

BRANDS PEARS DOVEFIAMADI

WILLS

MEAN SCORE 3.51 3.99 2.76

Brand’s Future

• Launching new products Sunscreen lotions Cosmetics Hair removal creams• Launching new soap variants• Attracting age group of less than 20 years

Net Take Away

• Marketing Jargons• Analytical and practical skills• Scales and tools for analysis• Brand building• Fundamental and practical understanding of

marketing

THINGS WE DISCOVERED ABOUTDOVE

Dove Cream Bar was originally developed to heal the burns of

soldiers in war

1.4 billion Cream Bars were sold around the world in 2003 – which is

equivalent to 44 bars a second

If all the Cream Bars sold in one year were laid end-to-end they would

encircle the globe

Dove is the only personal care brand that has used women ‘from real life’

in its advertising for more than 40 years

Thank you