Swot Analysis Of Dove
Marketing Concept:
The Marketing concept of Dove is based upon Societal Marketing which implies that the company believes in fulfilling the needs of segment it serves based upon its own resources and education of that segment for society’s and company’s own long-term interests. Dove believes in:
“Educating women and girls” so that they can make better and informed buying decisions
“Healthy Perception & self-Esteem” so that they can compete with males at every front because of enhanced confidence.
Market Summary:
As per the available statistical sources, Dove has been opted for more times this year as its sales has compounded. It also had the fastest growth internationally as the rate stood at 18%.
SWOT ANALYSIS OF DOVE:
Dove is a product
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This logo reflects smoothness, mildness, and sophistication; all traits that are attributable to dove bar itself. The logo of dove indicates transparency and purity of ingredients in its offerings.
MARKETING MIX OF DOVE:
Product:
Dove launched its product for consumers whose needs and demands were not fulfilled by available offerings and this segment was untapped. It augmented the traits of soap by amalgamating increased quantities of moisturizer and a gentle and soft look. It offered this beauty bar having focus on women and ladies, whom it perceived as beautiful and attractive in their own unique ways instead of creating buzz by using models like competitors. Besides single beauty bars, it also offers bundle packs including gift packs etc.
Price:
Since the positioning strategy of Dove has been to place itself as a moisturizing beauty bar and not soap, it fetches a premium on the product it offers so as to differentiate itself from rivals offering similar products. Besides, the psychographic segmentation it carries out also lead it to have a bit higher price than rivals, although
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