Marketing Mix
Dove Amazon Prime
Variable
Dove provides a range of products
in the beauty segment. These
include :
Facial Care Products
Body Soaps
Product Body Wash
Shampoo
Conditioner
Body Lotions
Deodorants ( in Europe for now )
The product is placed keeping in
mind the middle and upper middle
class sections of both Urban and
Rural India.
Dove uses the distribution channel
of its parent Company Unilever ( 3
Place level channel ) using C&F agents.
Dove products are available in both
Online ( Ecommerce websites like
Amazon, Flipkart, etc.) and Offline
stores ( supermarkets, general
stores, , chemists and wholesellers )
Dove has used Integrated
Marketing Campaign approach for
promotional purposes.
No use of celebrity appeal – It
features people from all colours,
sizes and races trying to redefine
Promotion beauty. They use relatable people
as a way to gain attention.
The use of unique ad campaigns
like Real Beauty and print media
ads have given Dove a mass
consumer appeal.
The pricing strategy of Dove falls
under the premium category but
closer to the upper middle class
Price populations.
While a normal soap bar is priced
around INR 40, Dove is priced at
INR 60 per bar.
People (how internal people contribute to the
service)
Amazon prime caters to the following
areas:
Video streaming – Prime Video
Delivery Subscription – Prime delivery
on Amazon
Music Streaming - Prime Music
Dash buttons
Added Benefits of using prime –
discounts, early access to products,
faster delivery, etc.
Amazon Prime has focused on the
Urban and semi – Urban population of
the country who fall under the middle
and upper middle class categories.
Website – Amazon website and Prime
website
Apps – Play store & App store
Amazon prime has focused on
promotions through TV ads and
targeted social networking ads.
The advertisements are designed so that
each ad focusses on a different service
or benefit provided under the Prime
subscription. The ads feature families
and how prime can cater to different
needs of a family like watching a movie
on TV while ordering groceries online.
Amazon prime also targeted print media
and magazines on a smaller scale for
promotional purposes.
Prime has followed a Penetration
pricing strategy.
The base price for subscription is INR
999 for a year in India. This is very low
when compared to similar competitive
offerings by Companies like Netflix,
Hotstar, etc.
Prime engages with customers via their
websites and applications. The people
include the delivery agents and the
support professionals.

Processes (How the service is delivered)
Physical Evidence
Prime video doesn’t engage with
viewers on social media like Netflix,
which makes Netflix more
approachable and customer friendly. It
connects with people on a whole new
level through memes, analogies and
meaningful posts.
Prime services are available as a mobile
app, as well as through your browser.
Delivery services provided through the
amazon website and application.
Streaming services provided through
individual websites and apps. Streaming
is not very user friendly and not up to
the mark when compared with other
competitors.
Although OTTs won’t have physical
evidence per se, their billing towards
customers can be counted as a physical
evidence.