Introduction•Unilever was arguably the world's first packaged goods manufacturer• It is still one of its biggest companies with operations in every corner of the globe.• Unilever's foods business is the world's third largest after Nestle and Kraft.•In the late 1990s, the group initiated a strategy to prune its vast portfolio which then numbered literally thousands of different brands.

INTRODUCTION Dove is a personal care brand owned by Unilever.

It started in 1955. This brand came to India in 1995.

It is imported and marketed by Hindustan Unilever Limited (HUL).

By the end of the dove firming “Real Women” Campaign, dove has become a national talking point

and was ranked number three in the body lotions market, ahead of L’oreal, Garnier, Neutrogena and

Olay. In the year 2004, Unilever won the ‘marketer of the

year’ award for its brand Dove

Dove soaps

Dove Body wash Dove hand wash Dove face care

Dove Tools Dove hair care Dove deodorant

Dove body lotions

4 P’s OF MARKETING

4P’sprice

placepromotion

product

PRODUCT Dove product line includes a variety of skin

care soaps. Its range includes a variety of products

such as antiperspirants/deodorants, body washes, beauty bars, lotions/moisturisers, hair care and facial care products .

PLACEThe dove products are manufactured in The

Netherlands, Hammold, Indiana, USA, Germany, Ireland and Brazil.

Dove enjoys its highest share in Canada, unilever canada played the lead role in the global marketing push for the brand.

It markets its products globally.

PROMOTIONMedia channels: consumer magazines, tv,

outdoor ,road shows.Dove regularly uses magazines for

advertisement such as, cosmopolitian, marie claire and elle.

Dove released a marketing campaign in 2008- playing less on super models, laying more emphasis on “real beauty”, real normal people posing for the camera.

PRICEInitially the brand was not successful in India

because of its high prices.(example: dove soap’s initial price was around

Rs. 50 that put of even the premium customers).

After the “Campaign for real beauty” the brand lowered its prices which had somewhat become reasonable.

(example: dove soap was now available at Rs 28).

SEGMENTATION AND TARGETING1. Segmentation: It is based on demographic

segmentation such as: Gender Income2. Targeting: It focuses on women of all ages

(real women approach).

BRAND POSITIONING This brand is positioned as a brand that celebrates the “real beauty”.

Recently after the launch of their range of other dove products they have changed the positioning of the original dove product.

The recent TV ads for dove talks about the benefits of dove and shows a girl in her early twenties as a user as against their usual use of an educated english speaking, working woman. This strategy has shifted now to the hair products. The new ads for their hair care range has women talking in english (one with an accent even) about how they have stopped hair fall by using the dove products. So they are now saying, that dove soaps are not really that aspirational any more. Even though it is the same product and costs the same amount if not more expensive, more people can afford it and it would be better to show the benefits for everyone rather than show 'very well to do accented english speaking middle aged women'. So, the product I guess has moved on to the next stage of the PLC.

PERCEPTUAL MAPPING