Yu-Tung Hsu
Yang
Lufan Xing
Shuyu Wan
Jinyu
History
● Founded in 1955
● Personal care brand owned by Unilever
● Leading Product : Strong soap but moisturising (sea water suitable
normal water suitable)
Performance
● (2000 participants) Up to 98% brand awareness
● Up to 90% brand satisfaction
● 85% willing to recommend, etc. (source: Mintel Soap, Bath and Shower
products research in UK in 2017)
● Matching the customisable global beauty trends
Strengths
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Product Design: Soap + Cream
Dove’s Real Beauty Campaign
Could be found almost everywhere
Digital solution: wide media coverage
(YouTube
up to 60%)
● Social responsibility: Dove Selfesteem Funds
Weaknesses
● Concentrated towards metros
● Not catering the price sensitive
market
Opportunities
● Concentrate more on Men
products equivalent to
women
● Improve and strengthen
the product portfolio
● Target market is growing
Threats
● Saturation of Market
● Hypocritical Ad:Racist Ad & Real
person Campaign
● Copy by competitors
1.Strategy(Real people for endorsement)
2.Product (Dove Facial Cleanser Self-foamer)
Competitor
Main brand competitors
1. Dove need to differentiative products in the
market segments
2. Expand its product line
Thank you~