DOVE’S POSITIONING ANALYSIS

Dove came into existence 64 years ago and currently their products are sold in more than 150
countries. The personal care brand is owned by Unilever and the focus of this project is
particularly on Dove soap which is known for the unique USP of providing deep moisturizing
effects to the skin. Since 1960, Dove soaps have been advertised by highlighting the dual
effects of creaming while washing. In recent times, Dove extensively focused on improving
their brand positioning further with the help of different women-centric campaigns.

Dove’s Long Time USP: Deep moisturizer for the skin

Segmentation:

 Dove does geographic segmentation based on the condition of markets and their soap is
mostly available in semi-rural and urban markets.
 Dove focuses on demographic segmentation on the basis of gender and income groups to
better place this premium product.
 Through psychographic segmentation, Dove has created a favorable psychology in women
minds about beauty and its incorporation through different stages of life.

Targeting:

 The primary target group for Dove soap is considered to be all women who are above the age
of 18 years and the brand states that they target women of all shapes and sizes.
 Dove focuses on the working class of women who doesn’t get much time for themselves and
uses the brand’s USP of double benefits extensively.
 It could be also said that they target high income groups and upper middle classes,
considering the products’ high pricing.

Positioning:

 Dove has been able to place their soaps under the tag of a beauty brand which was
previously just a simple personal care brand belonging under the skin care category.
 Dove emphasized on positioning itself as a brand which listens to the customers and
expresses concern regarding the wellbeing of their customers.
 The 1/4th moisturizing cream composition in the soap serves as the main differentiator on
behalf of the brand, due to which it is also known as the “beauty bar”.
 Dove has been encouraging women to establish a positive relation with beauty and thus
resulting in rise of self-esteem, making women aware about their complete potential.
 Dove has positioned itself in such a manner that women around the globe are made to feel
proud about their beauty and to bring this revolution, several campaigns were conducted such
as,

 Dove real role models – Tagline: “Strong role models build stronger self-esteem”
 Dove movement for self-esteem – Tagline: “Imagine a world where beauty is a source of
confidence, not anxiety”
 Dove campaign for real beauty – Tagline: “You are more beautiful than you think”
Although Dove’s success in repositioning the brand was a huge success, they faced some
criticism recently in 2017 because of some of their advertisements being related to racism.
The 2017 Error:

Dove’s Positioning Examples:

1. 2.

3. 4.
*1. 1960’s Ad, 2. 1980’s Ad, 3. Dove Real Beauty Ad, 4. Dove Self Esteem Ad.