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

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