This presentation is better explained with the help of the Dove ads.

1. Unilever

2. • Dove is a personal care brand owned by Unilever.
It started in 1957.
• The brand came to India in 1995. It is imported and
marketed by Hindustan Unilever Limited (HUL).
• By the end of the dove firming “Real Women”
Campaign, 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.

3. DOVE THROUGH THE
AGES
1990
1940 1950 1970 1980 2000
1960
Dove beauty
Formula for Redefined to Popularity Leading brand Extension of
Launched in wash
Dove Bar Mild original Dove increased ad a recommended dove’s range
the market successfully
Soap Beauty Bar mild soap by physicians of products
launched

4. DOVE’S PRODUCT
RANGE
Dove’s products include:
• Antiperspirants/Deodorants
• Body washes
• Beauty bars
• Lotions/Moisturizers
• Hair care
• Facial care products.

6. DOVE BATH SOAP
DIFFERENTIATION
Characteristics:
• ¼ moisturizing milk
• Better than soap
• 7 day face test to feel the difference
• Used ‘Real women’ in their ads

7. DOVE’S FORAY INTO
INDIA
• With the entry in Indian market in 1995 it was priced at
Rs.50.
• People with higher income level did not consider it
worth buying.
• DOVE then changed its strategy and lowered its price
to Rs.28—thereby attracting the upper middle class
Indian consumer. DOVE now sells at Rs. 38.
• How does it Work: WHY NOT PAY A LITTLE EXTRA IN
ORDER TO HAVE GOOD MOISTURISER AND
NOURISHMENT.

8. TARGET AUDIENCE
• Targets girls and women of all ages, shapes and
sizes.
• Especially targets the working women as they
have busy schedules and cannot take out time for
themselves so by using one soap they can get the
benefits of a soap as well as a moisturizer.
• Targets only the higher income groups as the soap
is priced at a premium rate Rs. 38

9. SEGMENTATION
Dove segments the market on the basis of:
• Demographic Segmentation: Gender:
Females(working women). Income: High income
groups; upper middle class.
• Psychographic Segmentation: It tries to change
the psychology of an average looking women that
she can look equally beautiful.

10. POSITIONING
It’s not about glamour or fame. It’s about every
woman and the beauty that is in each of us.
That’s what DOVE is all about. And that’s why
More women trust their skin to DOVE.

11. IN INDIA

12. DOVE
• The reason Dove has succeeded so well is because prior to
2004, consumers' self esteem was low as all products and
all brands used celebrities and the average consumer
couldn’t relate to such flawless skinned individuals who
were beyond beautiful and not at all average looking.
• Dove celebrated the ‘real women’, all shapes, all sizes, all
types of hair and skin, because Dove believed in beauty
being inside every one.
• From 1957, Dove ads highlights ‘real women’ and their ‘real
beauty’. They have been consistent in delivering the same
brand promise they have had since 1957.

13. THANK YOU