STP Segment Target Group Personal Health Care – Soap , Hair Care &Deodorants Targets women of all ages, shapes & sizes Dove is committed to help all women realise their personal beauty potential by creating products that deliver real care. Positioning SWOT 1. Dove contains 1/4 moisturizing cream 2. Zero pH levels 3. Flagship product of HUL with strong brand awareness through advertising and branding 4. Promises not to leave any residue on the skin 1. Highly priced for the Indian Market 2.
Targets only the female segment 1. Can target male audience 2. Continuous innovation 1. Increased Competition in this market segment 2. Popular only in Metro cities 3. Only for higher income and upper middle class group Strength Weakness Opportunity Threats 4 P’s Of Marketing 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 .
Place The 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 Promotion Media channels: consumer magazines, tv, outdoor ,road shows. Dove regularly uses magazines for advertisement such as, cosmopolitian, marie claire and elle.
The Term Paper on Segmentation And Target Market Assignment
Unilever is an international conglomerate consisting of over 400 brands in several different markets. From creating brands to mergers with other companies, Unilever is dominating many markets by offering thousands of products to different consumers. This research will discuss the history, market segmentation, and the target markets of Unilever. History In the 1890’s, William Hesketh Lever ...
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. Price Initially 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).
WAfter the “Campaign for real beauty” the brand lowered its prices which had somewhat become reasonable. (example: dove soap was now available at Rs 28).
Competitors Olay (Procter & Gamble) Neutrogena (Johnson & Johnson’s) Nivea (Beirsdorf’s)
