Marketing STP analysis
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Dove soap is owned by Unilever and targets women of all ages and body types. It segments the market demographically by focusing on women over 18, psychographically by promoting the message that all women are beautiful, and geographically by tailoring products to local needs. Dove targets working women who need quick care and high income groups willing to pay more. It positions itself as a beauty product rather than a soap by emphasizing its high moisturizer content and message that all women are naturally beautiful.
Marketing STP analysis
- 1. Federal Urdu University Of Arts, science & Technology Mashooque Ali Subject: Marketing Topic: STP Analysis Business Administration Department, Abdul Haq Campus, FUUAST, Karachi.
- 2. DOVE Parent Company: HUL (Unilever)
- 3. Category: Personal Health Care – Soap Sector: FMCG Tagline/Slogan: Everyday moisture is the key to beautiful skin. USP: Deep moisturizer for Skin Dove Dove is a personal care brand owned by Unilever. Dove soaps are manufactured in countries such asArgentina, Australia, Brazil, Canada, Germany, India, Ireland, USA etc. Dove is primarily made from synthetic surfactants, soaps(derived from vegetable oils such as palm kernel) and salts of animal fats (tallow). The Dove beauty bar was first developed and introduced in the Netherlands in 1955 when Unilever purchased a Dutch soap factory. After the booming success of the product in Europe, it wasbrought to the United States in 1957. Dove proved successful by touting that it contained moisturizers. Dove continued to thrive in the 1960s as a niche skin care product before an advertising campaign in the 1970s won market share in the industry by publicizing dermatologist test findings that stated that Dove dried and irritated skin less than ordinary soap. SEGMENTATION Dove segments the market on the basis of: DEMOGRAPHIC SEGMENTATION Under this segmentation, Dove focuses on Women of all age groups above 18. Women who use beauty products. Women who are well aware about beauty and care for their skin. Women who have high purchasing power and belong to upper middle class. PSYCHOGRAPHIC SEGMENTATION:
- 4. Dove aims to create a psychology in women where ‘beauty’ incorporates all ages, body shapes and sizes. ‘You are beautiful the way you are’ is the message Dove promotes and wants every woman to believe. GEOGRAPHIC SEGMENTATION Dove operates in over one hundred countries where it provides unique products that specifically meet the needs of the consumers in this location. For example in India, the Dove products are primarily produced to the high and middle-income groups. Based on this fact, Dove is offered in small quantity. Since people living in the rural India cannot afford the 250- 600 ml of Dove products, they are provided with products packed in sachets worth between 5 to 10 rupees. TARGATING o Targets women of all ages, shapes and sizes. o Highly focuses on working women as they don’t have much time to take care of themselves, so it uses its USP of double benefits (soap and moisturizer) to attract target. o Also targets high income groups and upper middle class as they would be willing to pay a price of 28INR for soap. POSITIONING o Dove soap is positioned as a personal care beauty product. o Dove does not call itself soap but a mild moisturizing bar that is one fourth moisturizer. It is also called a beauty bar. o It uses its high moisturizer content to differentiate itself from competitors. o Dove has positioned itself in a way that encourages women all around the world to feel good about themselves. Dove does not position itself to help you ‘become’ beautiful; Dove positions itself to help you be beautiful as you have always been.