Dove Report
BASIC OUTLINE
1. Introduction
2. Evolution
3. Products
4. Marketing Environment
5. Behavior of the customer
6. Market segmentation
7. Market Mix
8. Revenue and Behavior
9. Identity
10. Logo
11. Personality
12. Customer value
INTRODUCTION
* Dove is a self-care brand which is owned by The Unilever and was established in 1930 by the Lever Brothers and Margarine Union.
* Unilever is a leading manufacturer and marketer of food, drinks, cleaning products and personal care products. It also branded Knorr, Lipton, Surf, Vaseline, Lux, AXE, Pond’s and Lifebuoy.
* Dove has grown from a US-only soap to a global success today.
* The brand targeted women firstly, with having almost young ladies as their representatives in all the stores.
* Later, It launched products for men as well resulting in a positive response which was a great booze to the company.
Dove brand has its vision as follows :
“Dove” is committed to helping all women realize their personal beauty potential and grow their self-esteem by creating products that give real intensive care for their skin. Dove believes in real and inner beauty, that it thinks should be important for every woman.
EVOLUTION OF THE BRAND “DOVE”
* 1940’s– Formula for Dove bar
* 1950’s – Refined to original Dove Beauty Soap
* 1960’s – Launched in the market in US.
* 1970’s – Popularity Increased as a SOFT soap
* 1980’s – Became leading brand along many other brands
THE MARKETING ENVIRONMENT
* Marketing objectives:
1. Dove aims at expanding the definition of beauty for all women. It wants to elevate sales of its natural milky and soft products.
2. Dove wants to exchange ideas, debates, and conversation about factual sense of natural beauty. It wants to increase sales by overall 33 percent in every 6 months.
3. To increase the Return on Equity ratio of the company by 5%
1. Introduction
2. Evolution
3. Products
4. Marketing Environment
5. Behavior of the customer
6. Market segmentation
7. Market Mix
8. Revenue and Behavior
9. Identity
10. Logo
11. Personality
12. Customer value
INTRODUCTION
* Dove is a self-care brand which is owned by The Unilever and was established in 1930 by the Lever Brothers and Margarine Union.
* Unilever is a leading manufacturer and marketer of food, drinks, cleaning products and personal care products. It also branded Knorr, Lipton, Surf, Vaseline, Lux, AXE, Pond’s and Lifebuoy.
* Dove has grown from a US-only soap to a global success today.
* The brand targeted women firstly, with having almost young ladies as their representatives in all the stores.
* Later, It launched products for men as well resulting in a positive response which was a great booze to the company.
Dove brand has its vision as follows :
“Dove” is committed to helping all women realize their personal beauty potential and grow their self-esteem by creating products that give real intensive care for their skin. Dove believes in real and inner beauty, that it thinks should be important for every woman.
EVOLUTION OF THE BRAND “DOVE”
* 1940’s– Formula for Dove bar
* 1950’s – Refined to original Dove Beauty Soap
* 1960’s – Launched in the market in US.
* 1970’s – Popularity Increased as a SOFT soap
* 1980’s – Became leading brand along many other brands
THE MARKETING ENVIRONMENT
* Marketing objectives:
1. Dove aims at expanding the definition of beauty for all women. It wants to elevate sales of its natural milky and soft products.
2. Dove wants to exchange ideas, debates, and conversation about factual sense of natural beauty. It wants to increase sales by overall 33 percent in every 6 months.
3. To increase the Return on Equity ratio of the company by 5%