Dove is a personal care brand owned by Unilever that produces deodorants, body washes, beauty bars, and other skincare products. It is primarily used by individuals aged 18-34 from high income and upper/middle class demographics. Dove differentiates itself from soap through marketing campaigns focused on celebrating real beauty for women of all ages. The brand has a value of over $4 billion and is among the top 10 cosmetic brands worldwide.

1. DOVE
Product Type: Personal care
Owner: Unilever
Country: United Kingdom
Products include: deodorants, body washes, beauty
bars, lotions/moisturizers, hair care, and facial care
products.
The products are sold in more than 80 countries.
 Dove is primarily made from synthetic surfactants,
vegetable oils (such as palm kernel) and salts of
animal fats .

2. Was launched in a market in 1960’s.
It became a leading brand recommended
by physicians in 1980’s.
Demographic Survey
It is mostly used by
Male and female of 18 to 34 years old.
High income groups.
Upper and middle class.
 ‘It’s not a soap, It’s a beauty bar’. This
differentiated it from normal soaps.

3.  Dove Bar variants available are:
Dove beauty cream bar
Dove fresh moisture beauty bathing bar
Dove gentle exfoliating beauty bathing bar
Dove pink beauty cream bar
Dove go fresh touch beauty cream bar
Dove go fresh emerging beauty bar etc.
 PRICE:
With the entry in Indian market in 1995, it was priced
at Rs.50
 Dove than changed its strategy and lowered its prices
to Rs. 28
 Price bundling-
Dove cream beauty bathing bar- 100 gm of pack 3 for
Rs.158
Dove exfoliating soap- 75 gm of pack 3 for Rs.162
Dove exfoliating soap – 75 gm of pack 6 for Rs.266

4. Outlets And Factory Locations.
 For Dove, HUL has 2.8Mn distinct outlet with directly servicing
1 million stores and 7000 stockiest and distributers.
 2500 redistribution stockiest covering around one million retail
outlets.
 The general trade comprises grocery stores, chemists,
wholesale, kiosks and general stores.
 2,000 suppliers and2000 distributors serve HUL’s 37 factories
reaching 6.3 million outlets.
 Dove products are manufactured in Himachal Pradesh,
Maharashtra(Mumbai,Saswad,Buldhana,Ratnagiri),
UttarPradesh,Haridwar,Uttaranchal,Punjab,Karnataka,Chenn
ai,

5. INCOME:
The Indian soap industry includes about 700
companies with combined annuals revenue of
about $41.75 billion.
And is growing at the rate of 7%.
Number of Employees working at Dove are
~25,000 across India.
Employment Opportunities:
Indian soap industry has tremendous
opportunities in the manufacturing companies
of soaps and detergents for Graduates and
Post Graduates in the areas of
Marketing,Finance,Administration,Advertising
and even for Models to act in ads for the
soaps.

6. This statistic shows the brand value of the leading 10
cosmetic brands worldwide in 2016. In that year, Dove
was the eighth ranked global cosmetic brand with a
value worth about 4.1 billion U.S. dollars.
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
Brand Value in million US $

7. Market Share Of Sales
Dove
Dial
Soft Soap
Lever 2000
Irish Spring
Cares
Olay
Others

8.  Marketing Strategies Applied By Dove are:
Advertisements- Following are the
promotional campaign used by Dove:
Clean while you wash
Dove 7 days test
Give up half you face, take the dove face test
Guessing games to the streets
Real beauty campaigning in 2008
Print media, TV and also radio used for the
promotion.
 Social Marketing Concept by highlighting the
commitment to breaking down stereotypes
and enabling women to celebrate real inner
beauty and beauty at every age.

9.  COMPETITORS
 1.NIVEA
NIVEA is a global skin- and body-care brand that is owned
by the German company Beiersdorf.
The NIVEA brand has enjoyed market success for over
100 years and is one of the world’s largest skin care
brands today.
 2. FIAMA DI WILLS
The gel bathing bar contains skin conditioners with
moisture lock giving soft moisturized and youthful skin
round the clock.
Premium and upper middle class men and women
Positions itself as in India’s first gel bar with skin
conditioner.
 3. NEUTROGENA
Neutrogena comes from Johnson and Johnson stable that
has its headquarters in Los Angeles, California.
focuses on both men and women.
A product which is best for the skin as it is recommended
by Dermatologists.

10. Strengths
Product list encompasses wide consumer
base comprised of women of various ages.
Effective Advertising, Free Publicity.
Continuously evolving the campaign.
Strong emotional touch.
Cross selling possibilities.
Opportunity or Recommendations
Target male customers.
Maintain better standards of quality.
Expand its market share by launching new
products.
The products in which DOVE can enter are
as follows.
1.Sunscreen Lotion.
2.Cosmetics.

11. Treats
Risk of being a brand for only “women”.
Copy by competitors.
Learning's from the Market Research
Dove is a leading brand under soaps.
It uses cause based marketing.
Interactive advertising.
It takes the initiative to expand its
products.