PROJECT OF PRINCIPLE OF MARKETING

GROUP MEMEBERS:
 NIDA MAJID (14331)
 HAFSA FATIMA (14357)
 KIRAN KHAN (14330)
 RAZI-UDDIN
 ZOHAIB HUSSAIN
SUBMIITED TO SIR SHAHZAD MINHAJ
KHAN
DATED OF SUBMISSION: April 14th , 2019
BRAND NAME:

DOVE SOAP BAR

INTRODUCTION:

Dove is a personal care brand owned

by Unilever originating in the United
Kingdom. From the very beginning, Dove
attempted to stand out in the personal
care scene rather than blend in. Lever Brothers’ Dove Beauty Bar hit the market in 1957,
representing the first Dove-branded foray into the soap market. Additionally, Dove’s bars
of soap took on a unique, curved shape while Dove packaging featured simple and elegant
coloring surrounding the now iconic Dove bird logo. This made for easy brand recognition
and distinction within the minds of consumers. Dove quickly succeeded in establishing
itself is an innovator and outsider in the world of soap. It is No 4 most trusted brand and
has high growth potential. Dove products are manufactured in more than 21 countries
globally and are being sold & marketed by the parent company Unilever Ltd. in 80+
countries worldwide.

MISSION OF DOVE:

“To ensure that the next generation grows up enjoying a positive relationship with the way
they look—helping young people raises their self-esteem and realize their full potential.”

VISION OF DOVE:

We believe beauty should be a source of confidence, and not anxiety. That’s why we
are here to help women everywhere develop a positive relationship with the way they
look, helping them raise their self-esteem and realize their full potential.

CATEGORY:

Personal Health Care – Soap

SECTOR: FMCG

SEGMENT: Dove has specifically defined the segments of customers which it has to focus on
Men, Women and Baby is the categorization of customers it is catering to. These customers
are from the middle and upper-middle-income class.
TARGET GROUP: The brand has been using selective targeting strategy by targeting the
customers from the emerging nations to whom how they look is of utmost importance.

POSITIONING: Dove has been positioned as a skin enrichment, beauty care and
moisturizing brand helping the customer to improve their self-image & self-esteem and
realizing their real beauty.

EVOLUTION OF DOVE SOAP:

BCG MATRIX IN THE MARKETING STRATEGY OF DOVE:

Dove operates in business segments such as Skincare, Hair care and Deodorants.

In Skincare it has the complete portfolio of products for all customer groups i.e. for Men,
women, Baby in form of body wash, skin cleansing, lotion, Body cream and body bar. This
segment of business along with Hair care products generates a majority of the business of
the brand and hence, therefore, is stars in the BCG matrix.

DISTRIBUTION STRATEGY IN THE MARKETING STRATEGY OF DOVE:

The company closely works with Smallholders farmers and small-scale retailers through
initiatives such as Kabisig and Shakti amma. 58% of the turnover of the brand comes from
the emerging markets where there is exponential growth in the migration of people and
hygiene factors.

The brand has been distributing the products through Wholesalers/distributors, Retailers,
supermarket chains and e-commerce websites. The brand successful distribution
strategy lies in the fact that the products are distributed through the network of 410
warehouses to 26 million retail outlets worldwide.

BRAND EQUITY IN THE MARKETING STRATEGY OF DOVE:

Dove follows the brand strategy of 70:20:10 wherein 70% of the innovative product’s
rollout takes ace on the global basis, 20% approx of the portfolio consist of the local
innovations marketed by the global brands and 10% are hyper-local introductions keeping
in view the local taste & requirements.

To build the essence of the brand, it started associating with the stories of the women
through self-esteem project to reshape the perception of the consumers on what makes
them beautiful and confident.

COMPETITIVE ANALYSIS IN THE MARKETING STRATEGY OF DOVE:

The parent company of the brand Dove i.e. Unilever strives to create sustainable value
through Unilever Sustainable Living Plan (USLP) in order of being an environment-friendly
company having the positive social impact on the society through highlighting the
nourishing and environmental & natural benefits of the Dove products.

The brand believes in being Global, as 70% of the local management leaders of the brand
are local in order to help the brand in becoming the truly global brand.

Dove is popularly known for its moisturizing effect, keeping skin soft and healthy. It
competes with brands such as

 Nivea,
 Loreal,
 Revlon,
 Jhonson & Jhonson etc.

MARKET ANALYSIS IN THE MARKETING STRATEGY OF DOVE –

In 2017 Dove has introduced the Baby care Dove which it rolled out in 19 markets and with
the help of the research, Survey and its findings, company has been doing
product development and market development to strengthen its presence in the emerging
markets.
Increasing awareness about the Hygiene factors, Changing Socio-cultural thinking of the
customers shaped by the social networking sites and self-awareness among the people of
the emerging nations are some of the factors contributing to the expansion of the skincare
and personal care segment of the brand Dove.

CUSTOMER ANALYSIS IN THE MARKETING STRATEGY OF DOVE:

Customers of Dove are those who take extra care of their body, Hair, and physical
wellbeing. These customers are affluent and always want to use only those products which
have minimal or no chemical effects on the body/ Hair.

Although customers of the brand are in the age group of 15-50 years majority of the
customers targeted by the brand are female, young and independent working women.

The brand has been launching several campaigns for customers to educate them how the
brand is changing the social perception of the people.

STRENGTH OF A BRAND WITH RESPECT TO 4 PCs:

Marketing Mix of Dove analyses the brand/company which covers 4Ps (Product, Price,
Place, Promotion) and explains the Dove marketing strategy

PRODUCTS IN THE MARKETING MIX OF DOVE:

One of the best advantages of Dove is its product design. Its combination of Soap + Cream
uses it for both – cleansing and smoothing product. Hence the users of Dove just love
the brand. Dove has used this successful product combination across its complete product
line.

Manufacturing of a Dove product includes primary ingredients like vegetable oils, synthetic
surfactants, salts of animal fats, zero levels of Ph and 1/4th moisturizing cream.

PRICE IN THE MARKETING MIX OF DOVE:

Dove has been projected as a premium product in the market but the company has a well-
integrated pricing strategy for its products that includes keeping its pricing policy
reasonable and affordable but distinctive. Compared to products of its competitors Dove
products are priced a bit higher but its qualitative products have been a great help to the
brand as it has been able to implement its pricing policy successfully. Another reason that
Dove is popular is that it uses real life people instead of using celebrities for its marketing
campaigns. As a result, the connect with the consumers is immediate and long lasting. The
consumers feel that the brand is speaking for them and hence they automatically prefer the
brand over others.

PLACE IN THE MARKETING MIX OF DOVE:

A key strength of any brand is its channel. Dove is an international brand with a global
presence. Its network is spread in various parts of world and manufacturing of its products
takes place in several countries like the United States, Turkey, Thailand, South Africa,
Philippines, Pakistan, Netherlands, Mexico, Ireland, Israel, Indonesia, India,
Germany, China, Canada, Brazil, Australia and Argentina. Products are sold in nearly eighty
countries with help of a fine and efficient distribution channel. It includes manufacturers to
retailers to consumers via general stores, retail stores, convenient stores, discount stores,
supermarkets, malls and hypermarkets.

PROMOTIONS IN THE MARKETING MIX OF DOVE:

Dove has strong brand awareness in the consumer market and it has been possible because
of branding and advertising. Marketing policies have a huge role in the making and success
of a brand. Campaigns and advertisements increase the visibility of a brand and create a
positive impact on minds of consumers. Advertisements for several products of Dove are
aired on different channels of television and also on radio. It has also roped in print media
to market its products through ads in newspaper, magazines and billboards.