Characteristics Of Dove

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Introduction Dove was founded by Lever Brothers (1957) in United Kingdom. The brand is owned by Unilever and is a personal care brand which offers more than 400 products, ranging from shampoo, soaps, body wash, body lotions and etc. Dove is a universal brand which serves to more than 80 countries including, UK, USA, Australia, Pakistan and India. Its products are manufactured in Canada, India, Argentina and USA. The logo of the brand symbolizes a bird (dove) which can be seen on its products. Dove promises its customers of using 1/4th moisturizing cream in its products which differentiates its products from its competitors. Dove brand has been involved in spreading the message and idea of Real beauty in its customers through its advertisements.…show more content…
The brand attracts customers who have similar characteristics of that particular product. Brand personality can be categorized into five dimensions which include, Sincerity, Excitement, Competence, Sophistication and Ruggedness. However, Dove falls under the category of sophistication as it provides its customers with the concept of Real Beauty through its products. Dove attracts customers who are attracted to glamour, good looks, smooth and glowing skin. It also comes under sincerity as it provides a clear picture of what real beauty looks like through featuring regular, ordinary women in their commercials. Market Segmentation Market segmentation refers to dividing the market into smaller segments of consumers who have specific needs, characteristics and behaviors that require different marketing strategies. Market segmentation can be further divided into four variables, Demographic segmentation, Geographic segmentation, Psychographic segmentation and Behavioral segmentation. Demographic…show more content…
Dove advertises heavily throughout the year not necessarily during festive seasons or holidays like charismas. Benefit sought is another way of grouping the customers according to the different benefits they want from a product. Dove offers mora than 15 shampoos to its customers. Some of which are, Dove split ends, Dove Intense Repair, Dove Dandruff control and Daily shine. It provides its customers with a wide variety of products to choose from. Another type of segmentation involves dividing the customers into users, non-users, potential users and first time users. This helps the company have a better understanding of its customers. Dove has introduced a product line just the babies which include baby shampoo and baby wipes. The first time buyers of the product can be women’s becoming moms for the first time. So they would have to advertise their products accordingly. Market
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