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Post on 08-May-2015
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Dove Beauty Bar
INTRODUCTION
Dove is a personal care brand owned by Unilever.
It started in 1957
Dove products are mainly concentrated in the US, Europe, UK, Canada and Middle-East.
Unilever started its onshore operations in Bangladesh in 1964
The main Dove products are moisturizing body-wash, deodorants, facial cleansers, body lotions, tools, shampoos and conditioners
Vision and Mission
Vision: Dove is committed to building positive self-esteem and inspiring all women and girls to reach their full potential
Mission: Inspiring women to take great care of themselves
Market segment: Skin care, Cleanliness, Beauty
Oriented
Target Customer group: Beauty conscious upper
class female group
Dove Beauty Bar
Other Products Of Dove
Strategic Band Management process
Identify and Establish Brand Positioning and Values
Differentiation
Segmentation
Target Marketing and positioning
Plan and impairment Brand Marketing Program
Product : Dove product Focused on women beautifulness in their own way. Its a combination of moisturizer and softness so as to satisfy the particular need which was earlier not met.
Price: price is little higher than regular product as It belongs upper and middle class customers of the society
Place: Ensure the availability of product to customer by using Unilever distribution channel
Promotion: Strong Brand promotional activities including realistic TV commercial campaign, magazine and viral marketing
Measure and Implement
Continues evaluating with –
Band audit
Band equity management system
Grow and Sustain Brand Equity
Dove Beauty Bar has got its own stand now a days
It has got impassive brand image on customers mind
Being an associate of Unilever and continues research and development Dove beauty bar will definitely Stand Stronger positioning in market
SWOT Analysis
StrengthStrong emotional touch
Effective advertising
Support of Unilever
WeaknessOnly an urban market
phenomenon
High pricing reduces the target market
SWOT Analysis
OpportunityContinuous innovation
Target male customers
ThreatsTreating by other home
brand like LUX
Other competitors
Thank You
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