Dove Last Updated Saturday, 21 August 2021 17:18
Dove
Parent Company
Unilever
Category
Personal Health Care – Soap
Sector
FMCG
Tagline/ Slogan
Everyday Moisture is the key to beautiful skin
USP
1 / 5 Dove Last Updated Saturday, 21 August 2021 17:18
Dove provides deep Moisturizer for Dry Skin
Dove STP
Segment
Personal Health Care – Soap, Hair Care & Deodorant
Target Group
Targets women of all ages from the urban households
Positioning
Dove is committed to help all women realize their personal beauty potential by creating products that deliver real care.
Dove SWOT Analysis
Strengths
2 / 5 Dove Last Updated Saturday, 21 August 2021 17:18
1. Dove contains 1/4 moisturizing cream which is perceived to be a good attribute for the product 2. Dove has got an excellent market presence owing to string advertising and marketing exercises 3. Flagship product of Unilever with strong brand awareness through advertising and branding 4. Promises not to leave any residue on the skin 5. Dove products are available in more than 80 countries worldwide 6. Apart from soaps, products like bathing gel, shampoos, conditioners, creams, deodorants are also a part of the product line 7. Dove products are available through an extensive supply chain network of Unilever at leading supermarkets, stores
8. The products are available online via the company website or almost all leading ecommerce platforms
Weaknesses
1. Intense competition for Dove in the FMCG market means limited growth in market share 2. Targets primarily only the female segment & men's range not very popular
Opportunities
1. Can target male audience more purposefully 2. Dove can increasing its reach by further geographic expansion 3. Involvement of students from colleges & tie-up with corporates can open a new opportunity
Threats
1. Increased Competition in this market segment can affect business of Dove 2. Global business can be affected by government policies and fluctuating economies 3. Fake imitations of the brand can affect Dove's image
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Competition
Competitors
1. Olay Natural White
2. Lux
3. Nivea
4. Pears
5. L'Oréal
6. Fiama Di Wills
7. Dettol
8. Pantene
9. Sunsilk
10. Garnier Fructis
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11. Clinic Plus
12. Heads & Shoulders
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