DOVE

Brand Positioning
First thing comes in our mind by Dove is "softness". It contains one forth moisturizer in
it's bar soaps and shampoos. They promoted their products in a way where softness is the
main theme of the product. In every AD they give some messages about softness,
smoothness and feeling of freshness. They also carry a message with their logo which
is "go fresh". So everyday women enjoy taking care care of their skin by Dove products.
Their main target is focusing on women. Research shows that over 80% of all purchase
decision are made by women. Keeping mind the fact they always try to concern for
women of all age groups above 18 and try to market it for them in a best way. They have
launched a campaign which is called "REAL BEAUTY CAMPAIGN". They provided a
message which is Dove will make them younger and prettier. Mostly it is positioned as a
personal care beauty product. Dove contains one forth moisturizer or it's product. For the
soap they use high moisturizer and they don't call it soap but a mild moisturizing. As it
uses its high moisturizer contents it differentiate itself from the competitors. Dove has
also positioned in a way that encourages women all around the world to feel good about
themselves. Dove does not position itself to help you " Become Beautiful". Dove has
positioned itself to help you to be beautiful as you have always been.

Dove has been positioned as a skin enrichment, beauty care and moisturizing brand
helping the customer to improve their self-image & self-esteem and realizing their real
beauty.