Hul Soaps

In: Business and Management

Submitted By nutan786
Words 2488
Pages 10
EXECUTIVE SUMMARY:

This report is a brief insight in to the quality of the Dove Beauty bar, its evolution and its strengths and the threat faced by the competitor.
Dove brand evolved in early 1957and is owned by Unilever.
Dove came up with the different strategy and that is the Real Beauty concept. They emphasized that beauty of a women is not the outer beauty but the actual beauty is her inner self. There ads included normal ordinary women who were not only slim trimmed and toned but they were fat, simple and aged too.
Dove differentiated its beauty bar by emphasizing that it contains moisturizing cream and milk and unlike other soaps namely like Lux it does not leave the skin dry but its moisturizing cream effect softens and moisturizes the skin.
Initially Dove did not have many competitors but now the completion has been strengthened by the new entrants and therefore Dove now needs to safeguard it equity constantly.
Hope you all enjoy reading this report as much as I enjoyed compiling and completing it.

INTRODUCTION

 Dove is a personal care brand owned by Unilever.
 It started in 1957
 The brand came to India in 1995.
 It is imported and marketed by Hindustan Unilever Limited (HUL).
 By the end of the dove firming “Real Women” Campaign, dove has become a national talking point and was ranked number three in the body lotions market, ahead of L’oreal, Garnier, Neutrogena and Olay.
 In the year 2004, Unilever won the ‘marketer of the year’ award for its brand Dove

PRODUCT STRATEGY

 A combination of moisturizer and softness so as to satisfy the particular need which was earlier not met.
 Focused on women (“non-models”) – beautiful in their own way.
 Based on global study on perceptions and attitudes of women with regard to personal beauty and well-being.
 Point of differentiation-moisturizer and pH =O and also met…...

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