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Consumer Behavior

Assignment 1

2/6/2014

Group Members

Mehal ur Rahman 12004

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DOVE

Tagline: Everyday moisture is the key to beautiful skin

USP: Deep Moisturizer for skin

Product: Deep Moisturizing Beauty Bar

MARKETING MIX

Promotion: It is positioned as a personal care beauty bar.

It does not call itself a soap, rather a mild moisturizing bar with 1/4th moisturizer in it.

Dove Campaigns:

Dove Movement for Self Esteem

Dove Real Role Models

Dove Real Beauty Sketches

Dove is committed to help all women realize their personal beauty potential by creating

products that deliver real care.

Price: PKR 95/ for 135 g bar

Placement: Available at all retail stores

SEGMENTATION

DEMOGRAPHIC:

Gender: Female

Age: 18 onwards

Occupation: Housewives, Students, Working women

Dove focuses on women of all age groups over 18, use beauty products and want to take care

of their skin.

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PSYCHOGRAPHIC:

Social Class: Middle Class and above

Lifestyle: Women who are up to date and are concerned about how they look

Dove aims to create a psychology in women where 'beauty' is for everyone regardless of the

age, color, body shape and size. Dove is spreading the message yourebeautiful the way you

are"

Johnsons Baby Soap

Target market:

Newborn

Baby

Toddler

Mother

Positioning:

Positioning is how you develop the brand image in the minds of its consumers. Mothers whowant their baby's skin be healthy and smooth with JOHNSON'S

Baby Bar

1. Product:

Its a white soap with added moisture and a delicate fragrance for mother and child both.

2.

Place:

Available at all utility stores, superstores, super markets of urban regions.

3. Price

They are following competitive pricing strategy. Their product prices are similar to thoseproducts available in the market.

4. Promotion:

Advertising, print ads, media, social marketing, in-store promotion-kiosk, hoardings.

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Advertising message:

Cleanse your baby's face and body with this form-fitting, grip able bar for easy bathing

Try it for baby. Try it for yourself