Swot Analysis Of Dove Soap

Dove

Parent Company HUL (Unilever)

Category Personal Health Care – Soap

Sector FMCG

Tagline/ Slogan Everyday Moisture is the key to beautiful skin

USP Deep Moisturizer for Dry Skin

STP

Segment Personal Health Care – Soap , Hair Care & Deodrants

Target Group Targets women of all ages, shapes & sizes

Positioning Dove is committed to help all women realise their personal beauty potential by creating products that deliver real care.

SWOT Analysis

Strengths 1. Dove contains 1/4 moisturizing cream

2. Zero pH levels

3. Flagship product of HUL with strong brand awareness through advertising and branding

4. Promises not to leave any residue on the skin

Weaknesses 1. Highly priced for the Indian Market

2. Targets only the female segment

Opportunities

1. Firstly, the products of Dove are the only cleansing products that contains ¼ moisturizing cream in their soap products.

2. Secondly, Dove’s soap products has zero PH levels in them. PH is the abbrevuation for potential hydrogen (Monitoring your Body 's PH levels, 2010). The higher the PH level, the more rich in oxygen the human blood is (Monitoring your Body 's PH levels, 2010). The lower the PH level, the more oxygen deprived the human blood is (Monitoring your Body 's PH levels, 2010). The human blood usually stays in a very narrow range of PH around (7.35 – 7.45), below or above this range causes diseases to humans (Monitoring your Body 's PH levels, 2010).

3. Dove company is aware of these facts, therefore they minimized the PH level to zero in their soap products as I mentioned earlier

• . Finally, Dove company is also proud of having gentle soap products, that is made of natural ingredients, and which the company promises not to leave any residue on the skin on its marketing

Dove once posted a photo of an “average” women on their website, with a poll that asked “Fat of Fabuluos?”. After considering the responses of customers, the term “Fat” won the majority of responses. Which resulted in the removale of the photo from the website

• A less dangerous threat to Dove is the fact that the brand is only popular in modern countries which has higher income.

• Additionlly, some customers have complained that the prices of soap products are high in under developed countries like India. Thereofre, Dove must develop a strategy to lower the prices of its products to allow more sales in both modern and less developed countries, for both middle and upper class group of people.

• being a very huge brand, Dove faces tough competition from Olay, Nivea, and Neutrogena. The brands are getting stronger as they grow and their market is also expanding. Their marketing technique is not as good as that of Dove but they d pose as a threat to the market share of Dove. Another aspect is of being known as the brand for fat girls. The ads do not take models in them, but they take women of all shapes and sizes, so it might give it a slight aspect of a brand that does discrimination. The brand can also be copied by its competitors, just the way P&G did with