Introductory video

Dove has grown from a US-only soap bar into one of Unilever's biggest global brands. It is now the world's #1 cleansing brand, and #3 in the AngloDutch company's portfolio behind Knorr and Lipton. Type Owner Introduced Personal care Unilever 1955

Dove products are manufactured in Argentina, Australia, Brazil, Canada, Germany, India, Ireland, Netherlands, 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.

1940s Formula for Dove Bar (Mild Soap) 1950s Refined to original Dove Beauty Bar 1960s Launched in the market 1970s Popularity Increased as a milder soap 1980s Leading brand recommended by Physicians 1990s Dove beauty wash successfully launched 1995-2001 Extension of Doves range of products

Currently Products include

During the 1990s, the group began to extend the brand across the complete personal care spectrum, and Dove now encompasses a wide range of products from bar soap to shower gel, and from deodorants to shampoo-conditioners.

Dove Intense Repair Dove Hair-fall Rescue

Dove Dandruff Care

Dove Daily Shine Dove Dryness Care

Bathing Bar/Body Wash

Face Wash

Body Lotion

Original Silk Dry

Clear Touch (Anit White Marks)

 Day to day ads that we watch on Television It is produced and paid for by an organization that conveys a message, typically one intended to market a product. This method of screening advertisements is intended to capture or grab the attention of the audience, keeping the viewers focused on the television show so that they will not want to change the channel; instead, they will (hopefully) watch the advertisements while waiting for the next segment of the show.

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Promotional campaigns at public places colgate, oreo Emphasize on sales promotion free samples, give more at same price/discounts, dove sachets, distribute coupons etc .

Website promotion contests, games

Real beauty campaign which failed..Why? The campaign was changed to self-esteem fund campaign..

Videos of campaign

   

Just 12% of the women are very satisfied with their physical attractiveness. Only 2% of women describe themselves as beautiful. 68% strongly agree that the media sets an unrealistic standard of beauty. 75% wish the media did a better job in portraying the diversity of womens physical attractiveness including size and shape, across all ages.

Declining Sales --- lost in crowded market Increased competition --- Olay, P&G Co.; Nivea, Beiersdorf AG; and Nutrogena, Johnson & Johnson Resulting advertising clutter Stagnation in one or two categories --- In spite of increase in product range Need for Brand Positioning --- Evolve brand image without losing their existing customer base

to make more women feel beautiful everyday, by widening todays view of beauty and by inspiring women to take care of themselves Committed to reaching 5 million young women by the end of 2010, We want to help free ourselves and the next generation from beauty stereotypes. Self-Esteem Fund focuses its efforts to foster positive image in two areas of activity:
- Develop and distributes free resources that enable and empower women and girls to embrace a broad definition of beauty. - (NEDIC) (ANEB)

Sales of firming lotion in UK rose by 700% Sales in the US went up by 11.4% Total Sales for the Dove Brand rose 6% No. of visitors to website increased by 200% Grand EFFIE award for advertising effectiveness Positive response from the masses

50 40 30 20 10 140 120 100 80 60 40 20 0 Shampoo 200ml 0 Soaps 100gm Sunsilk Dove Clear Clinic Plus 200 150 Axe 100 50 0 Anti Perspirants Dove Rexsona Sure Lifebuoy Dove Lux Breeze Pears

Recently HUL introduced Dove Product Range Targeting Men About Dove Men+Care The Dove Men+Care products are specially formulated to provide total skin comfort and a refreshing clean, without irritation or tightness. This innovative product collection includes Body and Face Wash with MICROMOISTURE technology, Body and Face Bar, and a Shower Tool.

Dove helps a woman to celebrate her own inner beauty.

Competitors

L OrealMen