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Dove MArketing analysis
Transcript of Dove MArketing analysis
Victor Ollivier Introduction Dove is owned by Unilever
Created in 1957
Products sold in more 35 countries
Marketer of the year in 2004
Most trusted brand in India in 2011
4 P’s 4 P’s Marketing Segmentation Geographic segmentation Demographic segmentation High income & upper middle class women Psychographic segmentation Change the average looking women in a beautiful one Market target Focuses on women of all ages (real women approach) A differentiated strategy where a separate marketing mix is offered to each segment-> DOVE Men+Care VS original DOVE products Brand positioning Beauty. It's not about glamour or fame. It's about point of differenciation Every women and the beauty that is in each of us. Market segment Frame of reference That is what Dove is all about. And that's why Brand More women trust their skin to Dove competitive Edge Brand Brand positioning Dove® is committed to building positive self-esteem and inspiring all women and girls to reach their full potential. Mission SWOT PEST political economical sociocultural technological 4P'S Product