Consumer

1. Everyday moisture is the key to beautiful skin
USP: Deep Moisturizer for skin
DOVE

2. Product:
Deep Moisturizing Beauty Bar
Dove
Dove Pink
Dove Fresh Touch
Price: PKR 95/ for 135 g bar
Placement: Available at retail stores
MARKETING MIX- DOVE

3. Promotion:
Personal care beauty bar.
Mild moisturizing bar with 1/4th moisturizer in it.
Dove is committed to help all women realize their personal beauty potential by creating
products that deliver real care.
Dove Campaigns:
Dove Movement for Self Esteem
Dove Real Role Models
Dove Real Beauty Sketches
MARKETING MIX- DOVE (CONT…)

5. DEMOGRAPHIC:
Gender: Female
Age: 18 onwards
Occupation: Housewives, Students, Working women
SEGMENTATION

6. PSYCHOGRAPHIC:
Social Class: Middle Class and above
Lifestyle: Women who are upto date and are concerned about how they look
Dove aims to create a psychology in women where 'beauty' is for everyone
regardless of the age, color, body shape and size.
The message Dove is spreading is ''you 're beautiful the way you are“
SEGMENTATION

7. Target market:
Newborn
Baby
Toddler
Mother
JOHNSONS BABY SOAP

8. Product:
It’s a white soap with added moisture and a delicate fragrance for mother and
child both.
Place:
Available at all utility stores, superstores, super markets of urban regions.
Price:
They are following competitive pricing strategy. Their product prices are similar to
those products available in the market.
Promotion:
Advertising, print ads, media, social marketing, in-store promotion-kiosk,
hoardings.
POSITIONING

9. Cleanse your baby's face and body with this form-fitting, grip able bar for easy
bathing
Try it for baby. Try it for yourself
ADVERTISING MESSAGE