Dove: Segmentation and Target Marketing

Submitted to: Syed Alam Associate Professor East West University

Submitted by: Md. Muidul Hassan (2010-3-95-080)

Date: December 15, 2010

Company profile: Unilever us one of those name in world business that have the same impression in all over the world. No matter where, each and every people has a decent brand image of Unilever. With 400 brands spanning 14 categories of home, personal care and foods products, no other company touches so many people's lives in so many different ways. There brand portfolio has made them leaders in every field in which they work. It ranges from much-loved world favourites including Lipton, Knorr, Dove and Omo, to trusted local brands such as Blue Band and Suave. From comforting soups to warm a winter's day, to sensuous soaps that make you feel fabulous, Unilever products help people get more out of life. They are constantly enhancing brands to deliver more intense, rewarding product experiences. Unilever have invest nearly 1 billion every year in cutting-edge research and development, and have five laboratories around the world that explore new thinking and techniques to help develop our products. Consumer research plays a vital role in Unilevers brands' development. They 're constantly developing new products and developing tried and tested brands to meet changing tastes, lifestyles and expectations. And their strong roots in local markets also mean they can respond to consumers at a local level. By helping improve people's diets and daily lives, They can help them keep healthier for longer, look good and give their children the best start in life. They also believe that the very business of conducting business in a responsible way has a positive social impact. They create and share wealth, invest in local economies and develop people's skills both inside our organisation and in the communities around us. Today Unilever employs 163 000 people, sells products in 170 countries worldwide, and supports the jobs of many thousands of distributors, contractors and suppliers. Vision: The four pillars of Unilever vision set the long term direction for the company where they want to go and how they are going to get there:

work to create a better future every day help people feel good, look good and get more out of life with brands and services that are good for them and good for others. inspiring people to take small everyday actions that can add up to a big difference for the world. developing new ways of doing business with the aim of doubling the size of our company while reducing our environmental impact.

Product Information: Unilever aims to help people feel good, look good and get more out of life. At the heart of this mission is hygiene - and health through hygiene.There's nothing better than looking in the mirror and feeling good about yourself. It gives you the confidence to meet life's challenges head on. Our personal care range is here to make you feel that way all day, every day. for these purpose Unilever has produced Dove. Initially dove started with only one product, beauty soap. But now it has expanded to lotin, shampoo, cream and even mens product. Presently dove has the following product line: Bar/ Body wash: 15 different bar and 9 body wash Lotion: 5 lotion and 1 hand cream Hair: 9 shampoo, 13 conditioner with hairspray, mousse and hair cream Deodorant: roll-on, solid, spray and clinical protection Men: bar, body wash and men+care clean shower tool. In this report we are focused with the soap sector only.

Literatural Review : product differentiation: In marketing, (also known simply as "differentiation") is the process of distinguishing a product or offering from others, to make it more attractive to a particular target market. This involves differentiating it from competitors' products as well as a firm's own product offerings. Segmentation: Market segmentation is a concept in economics and marketing. A market segment is a sub-set of a market made up of people or organizations with one or more characteristics that cause them to demand similar product and/or services based on qualities of those products such as price or function. A true market segment meets all of the following criteria: it is distinct from other segments (different segments have different needs), it is homogeneous within the segment (exhibits common needs); it responds similarly to a market stimulus, and it can be reached by a market intervention. The term is also used when consumers with identical product and/or service needs are divided up into groups so they can be charged different amounts. These can broadly be

viewed as 'positive' and 'negative' applications of the same idea, splitting up the market into smaller groups. Targeting: Target markets are groups of people separated by distinguishable and noticeable aspects. Target markets can be separated into: Geographic segmentations (their location) Demographic/socio-economic segmentation (gender,age, income occupation, education, sex, household size, and stage in the family life cycle) Psychographic segmentation (similar attitudes, values, and lifestyles) Behavioral segmentation (occasions, degree of loyalty) Product-related segmentation (relationship to a product) Brand loyalty: in marketing, consists of a consumer's commitment to repurchase or otherwise continue using the brand and can be demonstrated by repeated buying of a product or service or other positive behaviors such as word of mouth advocacy.

Differentiation: Dove is not like ordinary beauty soap. It is more than a soap. It offers us a completely new product; a perfect combination of cream and soap. While other soaps focuses mainly on hygine or beauty, Dove focuses on softness of the skin. To help you enjoy your own brand of beauty, Dove provides a wide range of cleansing and personal care products that make a genuine difference to the condition and feel of your skin and hair. Now the world's top cleansing brand, Dove started its life in 1957 as a beauty soap bar that was clinically proven to be milder for dry, sensitive skin than other leading soaps: half of women have dry skin. It not only clean your skin or make you beautiful but also makes your skin feel softer.

Segmentation Variables: Here a demographic segmentation variable has been adopted. More specifically the segmentation variable here is Gender. Dove focuses to attract each and every women of the market, without considering their age, location, race or any other thing. Their tag line is : Beauty comes in all shape and size By this tagline they have eliminated the boundary of age and looking. No matter what size and shape you are in, how old you are you have a right to be beautiful rather look beautiful. Its not

only the outlook but also the inner feeling of being beautiful. By this motto they can cover the a vast segment of the market and then proceed to targeting.

Target Marketing: Here dove has taken the product specialization tool for target marketing. That is they are serving different segment of the market. To be more specific dove is serving women of all race, age and geographic area with a single product.

M1

M2

M3

P1

P2

P3

Brand & Loyalty: Dove has got its own stand now a days. Unilever is a big brand. Any product of its product line has got a impressive brand image on customer mind. It is sometimes very difficult to operate under thus big brand name. a product might not stand on its own identification. Rather it is known by the parent brand. Nut Dove has overcome this problem successfully. It has a its own stand in the customer mind. Now by Dove we dont mean a Unilever product. Rather by dove we

mean Dove. Recently Dove has focused on delivering products that inspire women to enjoy their own beauty and individuality. As part of the Campaign for Real Beauty, the Dove Self-Esteem Fund (DSEF) was launched in 2004 to demonstrate our commitment to the brand's mission 'to make more women feel beautiful everyday, by widening today's view of beauty and by inspiring women to take great care of themselves.' The DSEF aims to educate and inspire young girls through a series of tools and workshops which ultimately protects and nurtures their body-related self-esteem and enables them to become fully realized adults. Through the Fund we aim to reach the lives of 5 million young people by the end of 2010, with at least one hour of participation in one of our self-esteem programmes. We are on track to meet our goal and by the end of 2008 the DSEF had reached more than 3.5 million young people.

Key facts about the brand loyalty of dove is given bellow

The world's number one cleansing brand Sales of over 2.5 billion a year in over 80 countries Outsells all other skin care bars combined in the US Over 1 billion showers taken with Dove products in the US each year