Ppt on stp of dove
- 2. Parent Company: HUL (Unilever) Category: Personal Health Care – Soap Sector: FMCG Tagline/Slogan: Everyday moisture is the key to beautiful skin ,’ • Put your best face forward with Dove’. USP: Deep moisturizer for Skin
- 3. • Dove is a personal care brand owned by Unilever. • Dove soaps are manufactured in countries such as Argentina, 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)
- 4. 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 was brought 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.
- 5. 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.
- 6. Psychographic segmentation: • 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
- 7. TARGETING: Targets women of all ages, shapes and sizes. 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. Also targets high income groups and upper middle class as they would be willing to pay a price of 28INR for soap.
- 8. POSITIONING Dove soap is positioned as a personal care beauty product. Dove does not call itself a soap but a mild moisturizing bar that is one fourth moisturizer. It is also called a beauty bar. It uses its high moisturizer content to differentiate itself from competitors
- 9. • 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. • To promote this message, Dove has launched several campaigns such as • Dove Campaign for Real Beauty – This is where Dove launched a global conversation to discuss what truly defined the term beauty and how in the current scenario the concept of beauty has many limitations and is tagged difficult to attain
- 10. • Dove Movement for Self Esteem This movement aimed at building positive self esteem among women and helping them to reach their full potential. Tagline: Imagine a world where beauty is a source of confidence, not anxiety. • Dove Real Role Models A campaign aimed at finding out who inspire the women of today. Tagline: Strong Role Models Build Stronger Self Esteem.
- 11. Olay Vivel Himalaya Nivea (In moisturizing soap segment) LUX