ASSIGNMENT

STP Analysis of DOVE Beauty Bar

 DOVE

Dove is a personal care brand owned

by Unilever originating in the United
Kingdom. Dove products are manufactured
in Argentina, Australia, Brazil, Canada, China,
Egypt, Germany, India, Indonesia, Israel, Irela
nd, Japan, Mexico etc.
 SEGMENTATION

 Dove focuses on women of all age group

above 18
 Women who use beauty products
 Women who are well aware about beauty
and care
 Women who have high purchasing power
and belong to upper middle class
 TARGETING

 The brand targets women of all ages

(above 18), sizes and shapes.
 Upper middle and high income class.
 The main focus is on working women as
they don’t have much time to spend on
beauty (the beauty bar provides women
with the combined benefits of soap and a
moisturizer).
 POSITIONING
 The soap is a personal care product and calls
itself a moisturizing bar with one quarter
moisturizing lotion. It is also known as the
beauty bar.
 The high moisturizing composition is the
differentiating factor for the product.
 Dove encourages women to develop a positive
relationship with beauty.
 Dove has positioned itself in a way that
women all over the world are made to feel that
they are beautiful and to bring about this
revolution several campaigns were conducted
such as the dove campaign for real beauty,
Dove movement for self esteem and the Dove
real role models.