A BRAND DOSSIER ON DOVE
Submitted by :
Abhimanyu Hazra
Anisha Rathi
Kunal Ghosh
Sayak Bannerjee
AGENDA
Brand Overview
The
Logo
Early
History
Evolution
Dove
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
1950
1960
1970
1980
1990
• Formula
for dove
bar (Mild
Soap)
• Refined
to
original
dove
beauty
bar
• Launched
in the
market
• Popularit
y
increased
as a
milder
soap
• Leading
brand
recomme
nded by
physician
s
• Dove
beauty
wash
successfu
lly
launched
2000 Present
• Extension
of Dove’s
range of
products
Positioning and Repositioning
Initial Positioning
• Dove initially positioned itself as a beauty bar
• Targeted the premium market segment
• “Trial for results”
Subsequent Repositioning
• 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
The 4P’s
Contd.
PRODUCT
• A combination of moisturizer and
softness
• Focused on women
PRICE
• Initially it was priced at 50
• Later the price was reduced to 28
• Attracting the upper middle class
consumers
• Product bundling pricing
PLACE
• The HUL network
• Popular in metropolitan cities
PROMOTION
• Positioned as real beauty
• Good for people of all ages
• Awareness campaigns
SWOT Analysis
Contd.
• The target market
of Dove is only the
upper middle class
women
• Critic - using
women as
objects
• Tapping into the
market segment
of men
• Unified
advertising
technique
• Unconventional
strategy In
advertising
• New and better
campaigns
• Loyal customers
Weakness
Strengths
Opportunities
Threats
• Increased
competition in the
market segment
• Zero market share
in rural areas
• Launched soaps
only for the
premium customers
Competition of Dove Soap
Generic
competitors
• Body wash
• Rose water + milk
• Body scrub
Direct
Competitors
•
•
•
•
Pears
Camay
Vivel
Fiama Di Wills
Strategies Adopted
Marketing Strategy
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
Distribution Strategy
Strong sales and distribution channel of HUL
Market Segment Strategy
Demographic Segmentation
Psychographic Segmentation
• Target Group - Girls and
women, working women,
higher income group
• Beauty lies in all women
• Targeted ageing women
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
Data Analysis Tools
• Pie Chart
• Bar Diagram
• Report : To summarize the above two pictorial tools
Analysis of data & Inferences drawn
People buy dove soap as it gives a moisturising
effect to the skin [H1]
MOISTURISATION
5
4
3
MEAN…
2
BRANDS
PEARS
DOVE
FIAMA DI
WILLS
MEAN
SCORE
3.03
4.3
2.49
1
0
PEARS
DOVE
FIAMA DI WILLS
• The results shows that Dove has the highest mean score
• Higher number of consumers consider dove when it comes to
moisturisation
Contd.
DOVE ATTRIBUTES
16%
Quality
10%
13%
Status
Softness
Gentleness
61%
• 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]
BREAK UP OF (A)
18%
Dove Men Care
Products
18%
64%
VARIANTS
Division of (A)
Dove Men Care Products
6.06%
Dove Gentle Exfoliating
6.06%
Dove Gentle Fresh
21.21%
Dove Gentle
Exfoliating
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.
Dove Men Care Soaps
Total
Regularly Don't Respons
Question Aware Used Use Know
es
Aware
56%
38%
Used
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
Regularly Use
Don't Know
3%
3%
• We can clearly infer that many people are aware of men care
products but very less people are have tried it
Contd.
Use/Awareness
8%
Dove Men Care
Products
52%
40%
Dove Gentle
Exfoliating
VARIANTS
Use/Awareness
Dove Men Care Products
6.45%
Dove Gentle Exfoliating
31.43%
Dove Gentle Fresh
40.68%
Dove Gentle
Fresh
• 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.
Regularly used/Use
VARIANTS
26%
Dove Men Care
Products
Dove Gentle
Exfoliating
57%
Dove Men Care
Products
Dove Gentle
Exfoliating
Dove Gentle
Fresh
Dove Gentle Fresh
17%
• Relationship between trials and repeat purchase
• We see that 50% men who have tried dove products
have purchased dove again
Regularly
used/Use
50.00%
15.38%
22.58%
Contd.
DON’T KNOW/TOTAL RESPONSES
13%
Dove Men Care
Products
46%
41%
Dove Gentle
Exfoliating
Dove Gentle
Fresh
VARIANTS
Dove Men
Care
Products
DON’T
KNOW/TOTAL
RESPONSES
55.71%
Dove Gentle
Exfoliating
50.00%
Dove Gentle
Fresh
15.71%
• 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]
QUALITY
BRANDS
4.5
PEARS DOVE
FIAMADI
WILLS
4
3.5
MEAN SCORE
3
3.51
3.99
2.76
2.5
MEAN SCORE
2
1.5
1
0.5
0
PEARS
DOVE
FIAMA DI WILLS
• 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
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 ABOUT
DOVE
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