Market Segmentation Of Dove
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.
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This is one of the most important forms of market segmentation. Dove targets the consumers that belong to different age groups, starting from teenagers to adults. There is no such difference in the usage of dove between the young and the old generation. Dove products whether being simply shampoos or soaps are used by both males and females. Although, dove has products that are specifically manufactured for men, but generally most of its products are used by both the genders. This type of segmentation is referred to as gender segmentation. Dove is a brand that is primarily targeted towards people who are preferably educated and belong to middle and upper …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.
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