MAHATAMA EDUCATION SOCIETYSPILLAIS COLLEGE OF ARTS, COMMERCE &SCIENCE NEW PANVEL

UNIVERSITY OF MUMBAI PROJECT REPORT ON

STUDY ON DOVE SOAP IN PARTIAL FULLFILMENT FOR MASTERS OF COMMERCE (SEMESTER-1) 2012-13 PROJECT GUIDE PROF. MRS. RINKOO SHANTANU

SUBMITTED BY: KRATIKA POOJARI Roll No: 1865

MAHATAMA EDUCATION SOCIETYS PILLAIS COLLEGE OF ARTS, COMMERCE, SCIENCE NEW PANVEL

CERTIFICATE To whomsoever it may concern

This is to certify that the work entered in this journal is the work of PoojariKratika Harish, have successfully completed a project report study on dove soaptopic terms of the year 2012-13 in the college as laid down by the college authority

______________ Professor/Guide

Date: __________

DECLARATION
I, KratikaPoojaristudent of M.COM, MAHATAMA EDUCATION SOCIETYS PILLAIS COLLEGE OF ARTS, COMMERCE & SCIENCE, hereby declare that I have completed the project report on study
on dove soapin the academic year 2012-13. The information submitted by me

is true & original to the best of my knowledge.

___________ Signature

EVALUATION CERTIFICATE This is to certify that the undersigned have assessed and evaluated the project onstudy on dove soapSubmitted byKratikaPoojaristudent of M.Com Part-I. This project is original to that the best of our knowledge and has been accepted for internal assessment.

Internal Examiner

External Examiner

Principal

MAHATMA EDUCATION SOCIETYS PILLAIS COLLAGE OF ARTS, COMMERCE & SCIENCE

Interna l Assessment: Pro ject 40 M arks

Name of the student
First name: Kratika Fathers name:Harish Surname:Poojari

Class
M.COM PART-1

division

Roll no. 1865

Subject: economics Topic for the project:Study on dove soap

Marks awarded
DOCUMENTATION Internal Examiner (Out of 10 Marks) External Examiner (Out of 10 Marks) Presentation (Out of 10 Marks) Viva and Interaction (Out of 10 Marks) TOTAL MARKS (OUT OF 40)

signature

ACKNOWLEDGEMENT
I would like to thank my college that is Pillais College of Arts, Commerce and Science, New Panvel where I have gained plenty of knowledge which helped me in turning this project a success. Apart from my efforts, the success of any project depends largely on the encouragement and guidelines of many others. I take this opportunity to express my gratitude to the people who have been instrumental in the successful completion of this project. I would especially thank my Professor Prof. mrs. rinkoo shantanuand the M.COM for giving her valuable guidance in the design and the changes that were required to be made for the proper implementation of the project. Without those efforts this project would not have been successful. I would also extend my thanks to our Vice Principal Mr. A.N.Kutty for his support and facilities provided to me for the same. Lastly, I would like to thank all those who directly and indirectly helped me in completion of this project.

INDEX
SR.NO
1 2. 3. 4.

CONTENTS

PAGE NO

Introduction to dove History of dove Marketing strategy of dove in india Dove in international marketing Five environmental forces in hongkong affecting dove's marketing strategies Various products of dove Introduction to dove soap Dove soap: the mildest one Advantages and disadvantages of dove soap SWOT analysis of dove soap Competitors of dove soap Conclusion Bibliography

5.

8.

9.

10.

11.

12.

13.

CHAPTER: 1 INTRODUCTION TO DOVE

Dove is a personal care brand owned by Unilever. The product line is manufactured around the world and is sold in more than 35 countries. Products include antiperspirants/deodorants, body washes, beauty bars, lotions/moisturizers, hair care and facial care products. While the Dove beauty bar was initially marketed as a product for women, Dove now offers a line of skin care products designed for men.

Dove is a personal care brand owned by Unilever. Dove products are manufactured in Argentina, Australia, Brazil, Canada, Germany, India, Indonesia, Ireland, Mexico, Netherlands, Pakistan, Thailand, Turkey and United States. The products are sold in more than 35 countries and are offered for both women and men. The Dove trademark and brand name is currently owned by Unilever. Dove's logo is a silhouette profile of the brand's namesake bird, the color of which often varies.

Products include: antiperspirants/deodorants, body washes, beauty bars, lotions/moisturizers, hair care, and facial care products. Dove is primarily made from synthetic surfactants, soaps (derived from vegetable oils such as palm kernel) and salts of animal fats (tallow). In some countries, but not UK, Dove is derived from tallow (like much soap) and for this reason it is not considered vegan, unlike vegetable oil based soaps. Dove is currently made by a company that is called Unilever. Dove is formulated by synthetic soap based ingredients such as palm kernelate.

CHAPTER :2 HISTORY OF DOVE

957-1967 It was the patriarchal era of suited, Brylcreemed men smoking cigarettes, and perfectly groomed housewives eagerly flitting around with a feather duster at least in the eyes of the media. Most advertisers of this decade approached the weaker sex with the condescending notion that they spent their days dreaming about new household appliances or preening themselves to please their husbands. When Lever Brothers original Dove beauty bar first hit the U.S. market in 1957, ad messaging took a slightly different approach from the norm, focusing on the notion that Dove was much better for your skin than soap due to its mildness and its content of one-quarter cleansing cream. Taglines such as Suddenly soap is old-fashioned! and Dove creams your skin while you wash pushed the products point of difference, together with its novel curved shape and simple blue-and-gold packaging featuring the original dove bird logo, which still appears on packaging today. Black-and-white newspaper ads were used alongside the eras new media, TV all created initially by U.S.-based Hewitt, Ogilvy, Benson& Mather for Lever Brothers, then an American and Canadian subsidiary of Unilever, which formed in 1930 when Lever merged with Dutch co Margarine Unie. Many of the ads featured the image of cream being poured into the Dove bar to emphasize its moisturizing quality another signature Dove image that remains a staple today. One of the earliest print ads pictures an ecstatic woman reclining in a tub (fully covered by soap suds, of course), holding a Dove bar in one hand and a telephone receiver in the other. The display copy reads: Darling, Im having the most extraordinary experience.Im head over heels in Dove! In smaller copy, the woman continues to gush at length about her positively gorgeous bathing experience in an amusing, overthe-top monologue: Dove makes me feel all velvet and silk, all soft and smooth. Just the most pampered, the most spoiled, girliest girl in the world. Darling, Im purring.

During its first decade, Dove advertising focused mainly on the facial benefits of the product, with the introduction of the Dove Face Test campaign. Print ads and TV spots typically showed a close-up of a womans face as she washed half in Dove and the other half in regular soap, to promote Doves non-drying benefits. Try the Dove face test and soon youll never wash with soap again, reads the tagline in one such spot. At the time, Dove was offered in a plain white bar or a lightly scented pink bar. Then, as now, advertisers often used celebrities to endorse beauty products. Curiously, Groucho Marxs unmistakable mug was one of many famous faces used in Doves TV ads during the late 1950s and early 60s. In 1964, Ogilvy & Mather won the Dove account in Canada, although advertising during these early years was adapted from the U.S. 1967-1977 Following the feminist movement of the 60s, more women started to enter the workforce and control household spending, leading advertisers to rethink the methods they were using to reach an increasingly important market segment. Advertising to women was no longer restricted to food, clothing and household products. And as women gradually began to be portrayed more in professional roles, many advertising taboos began to be broken. Tampons and sanitary pads became ubiquitous in mainstream media by the mid-70s, for example. And in 1969, Wonderbra aired its first ad using a live model as opposed to a plastic mannequin. Previously unrecognized, women also became an important untapped customer base for car repair dealers during the 1970s. Virginia Slims cigarettes launched its famous female-targeted campaign in 1967 with the tagline: Youve come a long way, baby. In the print ads, sepia-toned photographs of glum 19th-century women were juxtaposed with colour images of cheerful, cigarettesmoking modern gals.

In the late 60s, Dove first began to use real women in its advertising. The testimonials, supposedly made before a hidden camera, continued the strategic focus on the brands non-drying benefit into the 1970s. The success of this campaign was such that the facetest spots were discontinued. This was a transitional period in which women began to break free from the shackles of the kitchen sink to flaunt their hot pants, although the need for male approval still lingered, as demonstrated by one 1971 Dove spot created by Ogilvy in the U.S. Dinner Party shows a forlorn-looking woman serving drinks to her party guests, trying to be noticed as her husband chats merrily with a younger woman. The voiceover reads: Somewhere between the vacuum cleaner and the kitchen sink you got older, and it showsYou can help your skin look younger. Change from soap to Dove. Another series of spots developed in the U.S. in 1975 featured a fictional beautician, Liz, who demonstrates the power of Dove to her dry-skinned customers. And it was during the 70s that Ogilvy produced the first unique Canadian work, continuing with the real women testimonial format developed in the U.S. 1977-1987 The 1970s workforce equality movement triggered some sexual role reversal, and by the end of the decade the beauty industrys traditional object-of-desire/external approvaldriven positioning also reversed, to be replaced or augmented by more self-fulfillmentcentric positioning, featuring youth, status and fantasy. The ad team at Ogilvy continued to strengthen its original message that Dove wont dry your skin, adding research to back up the claim. In the late 70s a series of spots was created around a seven-day test in which several women would appear one after the other, claiming that After seven days with Dove my skin feels softer and that It simply cant dry your face the way soap can. At this time the Dove cream-pouring image continued to anchor the spots, but the tagline changed from one-quarter cleansing cream to one-quarter moisturizing cream, in

keeping with womens lotion worship, and the beginning of multi-purpose product. The packaging was changed slightly during the early 80s to a primarily white box with blue writing and a gold dove symbol. In 1979 an independent study found the Dove bar to be milder than other leading soaps. This finding was used in a number of print ads, with messages such as: Dermatologists have put something unusually strong in this skin cleanser. Their trust. This was the first time a scientific finding was used in Dove advertising, indicating a gradual shift in the way women were addressed. One black-and-white print ad produced by Ogilvy in Canada during the early 1980s shows seven female faces pressed closely together. The tagline: Put your best face forward with Dove. Smaller copy describes how dermatologists found Dove to be mildest and in a class by itself. It goes on to recommend that women Try Dove for seven days to discover its benefits, thus combining the format of the seven-day test with a medical endorsement. The seven-day test was used until 1987. 1987-1997 As witnessed in movies like 1988s Working Girl and 1997s My Best Friends Wedding, women had it all, and if they didnt, were quite happy to take it. No longer content with her one-dimensional role, the superwoman character portrayed by many advertisers of this decade juggled a career with cooking, cleaning, raising kids, going to the gym and driving a super-fast car, all while maintaining her sex appeal, of course. In the 80s, women in advertising moved from equals to aggressors. One 1987 print ad for Harley Davidson motorcycles shows how some advertisers were starting to ally themselves with the feminist mindset. It features a confident woman straddling her Harley. The tagline: I Am Woman. Hear Me Roar. Smaller copy states: A womans place, we all know, is wherever she wants it to be.

Curiously, it was during the era of grunge that Dove started its global rollout, opening up to markets in 55 countries by 1994. By 1996 the brand was selling in over 80 countries and testimonials of non-believers converting to Dove were translated into numerous languages. In the late 80s the testimonials evolved to the use of just one woman, giving a more detailed account of how Dove has improved her self-esteem as well as her skin. One such spot features Jean Shy, who talks about a compliment she received on her skin after using Dove the first sign of a shift towards promoting inner beauty. The now famous Litmus test spots began in 1991, taking the brand one step beyond the dermatology ads of 1979 by offering visual, scientific proof of Doves superiority. TV spots and print created by Ogilvy & Mathers Toronto office used Doves low alkalinity as a selling point. The ads show close-ups of other soaps with litmus-paper readings of pH9.9 compared to Doves pH7, which is neutral and closer to the pH of skin. In 1995 Dove made its first foray outside the cleansing bar category with the launch of moisturizing body wash. This was supported by a sampling program in Canada as well as national TV and print featuring members of Canadas synchronized swimming team. The Dove team at Unilever has always had a really strong appetite to do things differently, says Janet Kestin, co-CCO at Ogilvy Toronto, who began working on the Dove account in 1991 and was part of the team that spearheaded the Litmus campaign. Even back then we did a lot of things that were not classic use of media. 1997-2007 The Internet era opened up a whole new world of advertising opportunities with the launch of beauty websites, online purchasing and viral campaigns. Female representation is closer to reality, and women are being targeted in most market segments, though, some experts feel the age of sexist advertising has yet to end. Ogilvys Kestin comments: There is still a lot of advertising around that could have run in the 50s.

Dove launched a slew of new products in the late 90s: deodorants, body lotions, cleansers and shampoo. Hand- and face-care products followed in 2003, taking Dove from a single product to an entire beauty brand.

CHAPTER:3 MARKETING STRATEGY OF DOVE IN INDIA

Dove is a personal care brand owned by Unilever. Dove is the HUL soap brand for the Affluent or the premium segment. Dove was globally launched in 1957. This brand came to India in 1995. Internationally this brand has a cult status and is a major player in the global premium soap market. In India, the brand did not have the success of its global counterpart. One reason was the small &quot: Premium &quot: market and another was the price barrier. The brand has undergone some repositioning in recent times. Earlier the brand was positioned on the platform of &quot: Trial for Results &quot: idea. Later it was changed to the moisturizing platform. The brand is positioned as the Mildest Soap. Dove is pH neutral and this makes the soap soft on all kind of skin types. Internationally this brand is positioned as a brand that celebrates the &quot: Real Beauty &quot: Dove defines real beauty as &quot: beauty is not about how you look but about how you feel &quot: The Dove's official site &quot: campaign for real beauty.com &quot: highlights this brand value. From the beginning of its journey Dove was positioned as not just a common soap but one with high content of moisturizing cream. Consequently, the theme of Dove soap ads still remains Dove is not a soap and it has one quarter moisturizing cream and to prove the point to the consumers and get their confidence Dove used the pH strip and latest Dove ad shows the comparison of using normal soap and Dove on two sides of the skin. To become a complete beauty care brand Dove has also launched Shampoo, Conditioners, Deodorant and other Skincare products. In the hair care segment rather than Shampoo or Conditioner they are calling it Therapy: Hair Fall Therapy, Daily

Therapy, Dry Therapy and Breakage Therapy. Currently Dove is focusing on complete solution to the customers Skin and Hair Care needs and not just the products

CHAPTER:4 DOVE IN INTERNATIONAL MARKETING

Dove is a product that is not just known in the USA, but known all around the world. In one year alone Doves product sold 2.5 billion year in 80 different countries. Many women look to the dove product because they provide a wide range of cleansing and personal care products that make a genuine difference to the condition and feel of your skin and hair.Dove is also hitting the global perspective because their mean target is to provide real results for real women, there are all different kinds of women around the world and Dove has a marketing toolthat relates to all of them.

The country I chose is South Africa, Dove product are not sold there, and I believe that Dove products can be sold alongside Africa natural oils, and Shea butter. South Africa is now been known for the growth of Tourism in the places such as Cape Town and Johannesburg. In South Africa the population density is about 45 million and growing. With the growth of tourism the communication and jobs have increased leading South Africa out of many may call a third world country. Along with the increase of communication and technology there has been an increase in boutiques and supermarkets for the tourist and locals. I believe Dove would be a great product to sit on the shelves of the supermarkets and hotels for tourist to have a piece of home from their country. Dove products are also known for clinically chosen of sensitive skin, so if someone is out of town and unsure whether native product will harm their skin Dove can be a back up plan. Another aspect to take into effect is the weather in South Africa is during the winter they receive cold spells which affects the way skin contains moisture.

The main language spoken are Afrikaans and English which means the symbol of the dove is still accepted by the south African native. Dove don't just promote is product but also actively trying to address the root of the problem of negative self-image. Dove has founded the Dove Self-Esteem Fund, which funds programs to raise self-esteem in girls and young women. South African women have a high rate of rape and mental abuse, by implementing this program is South African not only has an effect on the women of the

country because it's growth as well. The marketing plan for South Africa would to first attract the tourist and local native of Cape Town and Johannesburg by, showing the Dove images of the real women ads on bill boards, press, internet cafes and television to create awareness. After creating brand awareness and loyalty, the marketing team can decide were there are continuing interest within South Africa.

Our marketing campaign is to begin one month before National Women day which is celebrated August 9 of every year, such they do not have an Mother's day such as the USA this will be a good holiday to promote the real beauty within women that Dove's products stand by. Dove also promotes the product by offering 4 oz. travel size of moistures the week of August 9th. The price of the product will be offered at an affordable price for local to purchase, Dove don't wanted to detour the consumer with an big name known in the USA, we wanted to provide the same quality at affordable prices. The Place where the product can be found is supermarkets, hotel, airports, and internet where they can also find out information about the Dove Self-Esteem fund for their country and other promotional offers given by Dove products.

Dove products will only be placed in high populated area of tourism for the time being, but hope to continue to grow in other areas. The promotion of the Dove product will be to hit the television market and press, internet, and supermarket. The reason behind these tactics are because these are the areas were most tourist and South Africa people access media. Cable and satellite television have become the new main stream with hundreds of consumer signing up every day. The press not only offered hard copy but many consumers the access news on internet provided by the daily paper. The last strategy will be to hand out 4 oz. samples of Dove products in supermarkets two day before August 9th along with patients to promote self-esteem with young women. We want to challenge the definition of beauty. We believe the beauty have become too narrow in definition. We want to defy the stereotype that only young, blond and tall are beautiful (PhillippeHarousseau, Doves Marketing Director) Dove profoundly runs their CFRB (Campaign For Real Beauty) over the world, whereby they choose to use real women, which define as non-setting up of image, or

original natural beauty and use in the campaign advertisement, focus on cultural issue, US receive great feedback from the public, company believe US market are growth matured since consumer are able to take words easily, for an example, Dove recent advertisement in US, as below, The company design the advertisement in the sense of alternative, its consider a strategy to target female market, according to research which conducted by Dove Company (U.S. Obesity Trends, 2009), overweight and obesity problem is still slightly increasing every years, Dove define it as a good market opportunity, in order to fit into the market, campaign like Stand for something big and deliver it actually running in United State, the main purpose is to telling their consumer, do not concern able the problem of overweight, do not hide, Dove are here to tell audience, they are beautiful because they are not pretend to be beautiful. Finally, the concept of the whole campaign by revealing the problem, get a very good respond from the public, Dove acting as personal caring to everyone, and prospectors are thinking Dove is stand on consumer side, feel and understand their problem, PR department does evaluated while post-event stage, generally Dove company concluded aiming obesity population will typically increasing their sale.

The problem of translation and expression is still occur from years 2005-2008, advertisement below, European country opinion toward freckled skin do not receive pretty much positive value upon itself, the advertisement

CHAPTER:5

FIVE ENVIRONMENTAL FORCES IN HONG KONG AFFECTING DOVE'S MARKETING STRATEGIES

Five Environmental Forces in Hong Kong Affecting Doves Marketing Strategies In 2001, Dove introduced its hair care products to Hong Kongs market: 1. According to The Marketing Information Company, ACNielsens retailing survey report, Dove was ranked number one in the sale volume of personal care product including shampoo, body wash, soap and face care products from 2001 to 2003 in Hong Kong.

2. This survey report proves that Dove has adopted successful marketing strategies in the Hong Kong personal care market. Dove shampoo satisfies Hong Kong consumers needs and wants, recognize the influence of environmental forces on the marketing strategies adopted by Dove and how changes in economic environment affect Dove to target the markets. Consumers Needs and WantsTarget market is one or more specific group of potential customers toward which an organization directs its marketing program.

3. The target customers of Dove shampoo are women between 20 to 50 years old. Their needs and wants are met by Dove. Need represents basic necessities such as food, clothing and shelter. 4. It is very important for people. Shampoo is a basic necessity for human .We needs shampoo to help us remove oils, dirt, skin particles, environmental pollutants and other contaminant particles that gradually build up in hair so as to make our hair clean and be manageable 5. A want is a need that is shaped by a persons knowledge, culture and personality.

6. Consumers want the shampoo can match their hair type and improve their quality of the hair. They want their hair become smooth, soft, more manageable, easy to detangle and full of radiance right down to the tips after using the shampoo.

7. Dove has introduced the shampoo containing 1/4 moisturizing cream and different formulas to satisfy consumers wants and needs.

CHAPTER:6 VARIOUS PRODUCTS OF DOVE

The various products of dove company are as follows:

1.Dove soap:D o v e s o a p i s m a d e u p o f f u l l c r e a m y m i l k s o i t e n h a n c e s o u r f a c e & g i v e s u s a younger look.. Dove is a moisturizing soap which finishes all type of dirt from ourskin. It is a cleansing soap. Dove beauty bar turn backs the age with its ingredients,thats why mostly people demand.

1. Dove Shampoo:Dove hair care products where useful in preventing anti-aging and anti-frizzing i.e.Shampoos were designed in such a manner that it prevented hair damage to largeextent.The new Dove range of shampoos has been designed to particularly focuson issues related to colored hairs.

2. Dove Body Wash:Dove Body Wash is a highly toxic skin care product. This product's official name is Dove Essential Nutrients Creamy Foaming Cleanser. The parent company Unilever had sales of 49.9 billion dollars in 2004. In the interests of disclosure this corporate behemoth was recently involved in a mercury scandal.

3. Dove Anti-Perspiring Deodorant:Dove's unique anti-perspirant provides effective day long protection with 1/4 moisturizing cream to care for your skin.

4. Dove Body Lotion:Dove go fresh nourishment body lotion for normal skin - now you can get that skin tingling, just-got-out-of-the-shower feeling to stay with you. With menthol and a refreshing cucumber and green tea scent, it leaves your skin thoroughly nourished and revitalized from morning to night.

CHAPTER:7 INTRODUCTION TO DOVE SOAP

The late 1990s was a period which witnessed a revolution in the attitude of Indian women, with much more liberalization coming in. This was a time when the Indian woman was aware of herself. HLL already had a major presence in the Home & Personal Care' sector with products like Liril, Pears, Lifebuoy, Rexona, etc .

Dove' was introduced into the Indian market, targeted at women who were now recognizing that beauty is "not just how you look, but more about how you feel". The target segment for the research would be generally women in the upper-middle and higher class. Initially women in the metropolitan cities will be targeted and thereafter those in Tier I and Tier II cities will be surveyed. Estimates have been made for the next three years because by that time, there might be a need in the changes in strategies or product offering.

Whether to launch a moisturizer based' premium segment soap in the Indian market (1995)To estimate the acceptability of a moisturizer based soap in the targeted segment. As it stands, moisturizer based' soaps do not exist in the market and the Indian market is ripe for introduction of the same. The questionnaire will be administered on women in Metros from the upper-middle and higher class (House wives, professionals, et al) who would generally be aware of mildness and pH characteristics of soaps. The preferences of the sample will be analyzed and based on that, an estimate would be made about the marginal utility of the value add provided by the product for this segment.

To analyze the price sensitivity of this segment towards premium brands. The prices of soaps in 1997 range from Rs.3/- to Rs.15/- and our target introductory price is around Rs.25/-. Once the acceptability of moisturizing ability' as a desired value add is

established, it would be gauged if women from that segment would be willing to spend the extra premium and if so, how much.

Dove soap was launched in US, from the late 40s into the 50s.Dove is called the star of beauty soap

Packaging is the science, art & technology of enclosing or protecting the productsfor distribution, storage, sale & use. Packaging is heavily integrated into our dailylives; we see it all around us on everyday item change. Packaging also provides uswith a recognizable logo & packaging; we instantly know what goods are inside.

Beauty bar by UNILEVERfor the purpose of promoting the dove soap uses different sources like print media, electronic media & internet etc. Add is given on: TV, Radio Dawn magazine Jung newspaper Promote through banners, charts, broachers, play cards etc.

The product which we are going to introduce is dove soap after deciding rest all t h r e e M A R K E T I N G P s n o w a r e i n t h e p o s i t i o n t o d e c i d e w h e r e t h e p r o d u c t i s placed. The product should be placed everywhere in the market, now company also targets those markets which are already not captured by the dove soap to its high prices. The product is placed on retail shops through different distributors. The product is available in the market at fair price.

The Dove Campaign for Real Beauty is a worldwide marketing campaign launched in2004 that includes advertisements, video, workshops, sleepover events and even the publication of a book and the production of a play. The principle behind the campaign is to celebrate the natural physical variation embodied by all women and inspire them to have the confidence to be comfortable with them. Dove's partners i n t h e

effort include such marketing and communications agencies as Ogilvy & Mather, Edelman Public Relations, and Harbinger Communications (in Canada).

Dove soap is demanded by every woman, because dove soap makes our skin sensitive,smooth & shiny. Dove is a moisturizing soap which finishes all type of dirt from ourskin. It is a cleansing soap. Dove beauty bar turn backs the age with its ingredients,thats why mostly people demand.

The competitors of dove soap are-Johnsons, Pears.

CHAPTER:8 DOVESOAP: THE MILDEST ONE

Dove was globally launched in 1957. This brand came to India in 1995. Internationally this brand has a cult status and is a major player in the global premium soap market. The brand is positioned as the Mildest Soap. Dove is PH neutral and this makes the soap soft on all kind of skin types. Internationally this brand is positioned as a brand that celebrates the Real Beauty. Dove defines real beauty as beauty is not about how you look but about how you feel". The Dove's official site campaignforrealbeauty.com" highlights this brand value. I think this is one of the best brand values a beauty product can have.

In India, the brand did not have the success of its global counterpart. One reasons are the small Premium market and another is the price barrier. Dove's initial price was around Rs50 that put off even the premium customers.

The brand has undergone some repositioning in recent times. Earlier the brand was positioned on the platform of Trial for Results" idea. Later it was changed to the moisturizing platform. The brand is claiming that it is milder than the 25 leading soaps thus proving its legitimacy to being the mildest soap in the country. Globally also this brand is positioned not as a soap but a cream bar.

Although the "Campaign For Real Beauty" and the mildness are excellent selling points, the brand is still not able to catch the fancy of Indian beauties. With lot of sales promotions happening with the brand like 1+1 free, there is a possibility of brand value erosion. With the brand now priced at Rs 28, the price has somewhat become reasonable.

The brand does not fit into the value for money" proposition for the Indian consumer. It is a truth that Indian consumer looks for Value even in premium products. Dove have a negative point in that the soap usually does not last enough ( partly because of our bathroom habits). These have reduced the value proposition for this brand. With the emergence of an attractive market in the premium cosmetic market in India, Dove have lot of potential to become a key player, it has got the positioning right, now it has to set the "

CHAPTER:9 ADVANTAGES AND DISADVANTAGES OF DOVE SOAP

ADVANTAGES 1. D o v e s o a p i s m a d e u p o f f u l l c r e a m y m i l k s o i t e n h a n c e s o u r f a c e & g i v e s u s a younger look.

2. Dove soap is made of natural ingredients so, it gives a natural look.

3. Dove soap stands out from the rest of the soaps for its unique formula that gives skin
the nutrients needed to remain well moisturized throughout the day.

DISADVANTAGES: 1. Soaps are made from natural fats and oils and so are fully biodegradable. 2. These chemicals do not break down in the environment, and so they cause hugeamount of pollution in our water ways- killing fish and water plants.

CHAPTER:10 SWOT ANALYSIS OF DOVE SOAP

S T R E N G H T S Unconventional strategy

O F

D O V E

Effective advertising, Free publicity Continuously evolving the campaign Strong emotional touch Cross-selling Possibilities

W E A K N E S S E S Contradictory in nature Objectification of women

O F

D O V E

Women featured were comparatively slim Use of idealized images in other brands under the same flagship Contradictory Japanese campaign

O P P O R T U N I T I E S Target male customers Maintain better standards of quality Unified advertising throughout the globe Continuous innovation

O F

D O V E

T H R E A T S

O F

D O V E

Risk of being a brand for fat girls Involved marketing risk Copy by the competitors.

CHAPTER:11 COMPETITORS OF DOVE SOAP

One of Doves direct competitors is Olay. They have six bar soaps and two massaging bath bar soaps. The Olay brand is known as a brand that celebrates beauty outside and within. Their tagline is Love the skin you are in. Olay has a bar name Age Defying Moisturizing Bar, which helps reveal younger looking skin. This would be a competition for Dove, since Dove doesnt have an age defying bar, but instead it has a sensitive skin, which is good for those with sensitive skin. Olay though has no variety in the bar soap products though. Olay was first made out of love in the 1950s. A husband wanted to make something for his wife because the products she was using were making her skin look greasy and didnt fit her feminine sensibility. Within five years, Olay was having phenomenal success in South Africa and later on expanded to England, United States, Netherlands, Canada and Germany. They didnt start with the bar of soap, but that was made later on.Olays target market is women between the ages of 15-65. It is a broad age group but they believe they have a bar of soap for every woman and their need. Their products are more focused on women, whereas Dove has products for both men and woman.

Their price ranges from $3.00 - $10.00, depending on what soap or product it is and how many in a pack. They soap come in packs of two or more. Their celebrity face for Olay Facial Cleansing is Carrie Underwood. She is a famous singer and songwriter who has used Olay for as long as she can remember.

Another direct competitor for Dove is Irish Spring. Irish Spring bar soap is produced by Colgate-Palmolive company. There are five different soaps: Aloe, Clean Scrub, Icy Blast, Moisture Blast and Original. They are packed in an environmentally friendly 100-percent paperboard carton, which is 35-percent post-consumer recycled content. Irish Spring was

developed by Colgate-Palmolive, targeting consumers according to their lifestyle patterns and personalities.

12.CONCLUSION
Dove is actively trying to address the root of the problem of negative self-image . Dove has founded the Dove Self-Esteem Fund , which funds programs to raise self-esteem in girls and young women . In the US ,it 's working through the Unilever Foundation to sponsor a partnership with Girl Scouts , called 'uniquely ME ' It also supports the BodyTalk education program for schools in the UK and Canada.

According to Soap , Cosmetics , Chemical Specialties , aging baby-boomers were looking for milder , less irritating products . Soaps using vegetable-based fats , with no animal fats or animal testing , were also in demand . Other popular items included loofahs , oatmeal products , and chamomile leaves . In general , customers demanded performance and value in all their soap , shampoo , and detergent products , which were the driving factors behind the soap and dtetergents industry at the turn of the century.

Dove's logo is a silhouette profile of the brand's namesake bird, the color of which often varies. Because Dove's flagship product, the beauty bar, uses synthetic materials in formulation, it is not classified as soap, but as a synthetic detergent bar. Dove can be a back up plan. Another aspect to take into affect is the weather in South Africa is during the winter they receive cold spells which affects the way skin contains moisture. The main language spoken are Afrikaans and English which means the symbol of the dove is still accepted by the south African native. Dove don't just promote is product but also actively trying to address the root of the problem of negative self-image. Dove has founded the Dove Self-Esteem Fund, which funds programs to raise self-esteem in girls and young women. South African women have a high rate of rape and mental abuse, by implementing this program is South African not only has an affect on the women of the country because it's growth as well. Dove products will only be placed in high populated area of tourism for the time being, but hope to continue to grow in other areas. The promotion of the Dove product will be to hit the television market and press, internet, and supermarket. The reason behind these tactics are because these are the areas

were most tourist and South Africa people access media. Cable and satellite television have become the new main stream with hundreds of consumer signing up every day. The press not only offered hard copy but many consumers the access news on internet provided by the daily paper.

13.BIBLIOGRAPHY
BIBLIOGRAPHY: http://www.reference.com/motif/history/history-of-dove-soap http://www.reference.com/motif/history/history-of-dove-soap

http://www.slideshare.net/guest3c87b17/dove-evolution-of-a-brand3051318 http://www.reference.com/motif/history/history-of-dove-soap