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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