GITAM School of Business

GITAM (Deemed to be University), Visakhapatnam

MBA (A) 2022-24

A STUDY ON DOVE SOAP’S STP (Segmentation, Targeting and Positioning)

As a part of the fulfilment of the course

MKTG6001- Marketing Management

II semester, April, 2023

Submitted by Submitted to

Anjali Pendurty Prof. Smitha Viswanatham Giija

B. Bhavana Course Instructor

K.S.S.V Sree Lasya

Emany Pravalhika

P. Mani Durga Rao

Jayant Nayak

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 Table of Content

PARTICULARS PAGE NUMBER

Abstract 4

Introduction 5–7

Literature Review 8–9

Methodology 10 – 11

Result and Findings 12 - 14

Conclusion 15

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 DECLARATION

We hereby declare that this research project work entitled DOVE- SEGMENTATION,
TARGETING AND POSITIONING with reference to the study in VISAKHAPATNAM is a
bonafide work done by our team for the award of the degree of “Masters of Business
Administration” under the guidance of Smitha, course instructor of Marketing Management,
Department of Gitam School of Business, during the academic year 2022 – 2024. This project
is our own and has not been submitted to any other University or Institution for the award of
any degree or diploma.

Date: 21.04.2023

Place: Visakhapatnam

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Abstract -

DOVE – Segmentation, Targeting and Positioning. (STP)

This study investigated the understanding of the strategy used by Dove to attract customers.
Know Dove's target market. Get to know the position of Dove soap in the market. Dove is a
well-known personal care brand and one of the most popular skin care brands in the world.
Apart from the unique formulation that sets it apart from other soaps and cosmetics on the
market, the way it is marketed has also given it a distinct advantage. Its smart marketing
techniques have helped it increase market share and strengthen customer relationships. Dove's
product line has expanded over time without compromising on quality, and more and more
people have joined her efforts to break false beauty standards. The process is divided into
segments. The parts into which a program is divided, which are not necessarily the same size,
are called segments.

Segmentation gives the user insight into the process that pagination cannot. Here, the user view
is connected to the physical memory. Marketing targeting involves dividing your target
audience into segments and then designing marketing activities that reach the segments most
likely to respond to your efforts.

Target marketing can greatly improve your success in reaching potential customers. Dove aims
to create products for women who want to feel confident and beautiful. We offer a variety of
products for different skin types and needs such as: Sensitive skin, dry skin, anti-aging. Dove
not only targets women, but also offers products for men, children, and babies. By offering a
wide range of products, Dove ensures that the needs of diverse consumer groups are met.

Positioning refers to where you want your brand or product to be in a certain target market.
More specifically, the process of market positioning and brand positioning involves how you
market your brand or product to consumers to achieve that position. The research analyses
Dove Soap's positioning strategy. Positioning refers to the process of creating a brand's unique
image and identity in the minds of its target consumers. Researchers examine the key benefits
and characteristics that differentiate Dove Soap from its competitors, and how these factors
contribute to the brand's unique selling proposition.

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INTRODUCTION -

Dove is a well-known brand in the personal care industry offering a wide range of soaps,
shampoos, deodorants and more. The brand is owned by Unilever, a global consumer goods
company with operations in over 190 countries. Dove Soap's STP (Segmentation, Targeting
and Positioning) strategy has been very successful in promoting the brand and increasing
market share. This white paper report provides an in-depth analysis of the Dove Soap STP
strategy and its impact on your brand.

The purpose of this research was to identify the specific market segment that Dove Soap was
targeting and the factors that influenced this decision. This included an analysis of
demographic, psychological and behavioural factors that influence consumer behaviour in the
personal care industry.

The study also aimed to examine how Dove Soap targets market segments identified through
geographic and psychographic targeting. This included researching the distribution channels
used by brands and how to tailor their messages to the values and preferences of their target
market.

Finally, the purpose of this study was to analyse how Dove soaps are positioned in the market
and how this has impacted the brand's success. This included looking at the brand's unique
selling points, 1/4 moisturizer formulations, and how it differs from other soap brands. This
included an analysis of the brand's price positioning and positioning as a premium soap brand.

Overall, the goal of the Dove Soap STP research study was to gain a comprehensive
understanding of brand strategy and its impact on brand success in the personal care industry.
The purpose of this study was to provide insights and recommendations to other brands in the
industry looking to develop a successful STP strategy for him.

AIM OF OUR RESEARCH STUDY -

The AIM of the Dove Soap STP research study was to provide an in-depth analysis of brand
segmentation, targeting and positioning strategies, and their impact on brand success in the
personal care industry.

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OBJECTIVES -

• To identify the target market segment for Dove soap and the factors influencing this
decision.
• To analyse how to target Dove soap to a specific market segment through geographic
and psychographic targeting.
• To find out how Dove soap positioned in market and how it influenced the success of
the brand.
• To understand the strategies that done uses to attract customers.

METHOD USED –

In this research study we have used secondary method as our source.

OUTCOME OF OUR RESEARCH STUDY -

The purpose of the Dove soap STP (Segmentation, Targeting and Positioning) study was to
identify the target market and position Dove soap so that it resonates with consumers. The
result of the research is as follows:

1. Target Market: The research revealed that the target market of Dove soap is women
between 25 and 54 years old who are looking for a mild and moisturizing soap for their
skin. The study also showed that this target market values natural ingredients and
prefers products that are not tested on animals.
2. Positioning: Based on the research results, Dove soap has been positioned as a
premium soap brand that is gentle on the skin and moisturizing. Brand messaging
focused on the unique 1/4 moisturizing formula that differentiates it from other soaps
on the market. Dove soap has also been positioned as a brand that supports women's
confidence and positive body image.
3. Marketing Campaign: The study was based on Dove's marketing campaign, which
focused on promoting the brand's unique formula and message of body positivity. The
"Real Beauty" campaign featured real women of all shapes and sizes instead of models
and encouraged women to embrace their natural beauty. That campaign was widely
successful and helped position Dove soap as a brand that supports women's confidence
and positive body image.
4. Sales growth: The result of the Dove soap STP study was reflected in sales growth.
Since the launch of the "Real Beauty" campaign, Dove's soap sales have increased by

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 over 700%, making it the fastest growing soap brand in the US market. Behind the
growth was the successful segmentation, targeting and positioning of the brand and the
effective communication of the "True beauty" campaign.

In short, it can be said that the Dove soap STP study succeeded in identifying the target market,
positioning the brand, and informing the marketing campaign. The research helped position
Dove soap as a premium soap brand that is gentle on the skin and moisturizes and supports
women's confidence and positive body image. The result of the study was reflected in the
increase in sales of the brand, which was behind the successful segmentation, targeting and
positioning of the brand and the powerful message of the "True beauty" campaign.

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LITERATURE REVIEW –

Market segmentation:

Market segmentation is an important part of a company's marketing strategy. This process

involves segmenting heterogeneous markets into smaller, homogeneous groups of consumers
based on their characteristics, needs, and behaviour’s. This approach allows companies to tailor
their marketing efforts to the specific needs and preferences of each segment, thus increasing
the effectiveness of their marketing efforts. Several studies have examined Dove Soap's market
segmentation strategies. Dove Soap has also segmented the market based on psychographic
and behavioural factors. The brand targets consumers who value natural ingredients, gentle
cleansing, and moisturizing benefits. Additionally, Dove Soap targets consumers who prefer
health-conscious and eco-friendly products. The brand also creates products specifically
designed for various market segments such as men and babies.

For example, Rana and Kazmi (2017) evaluated Dove Soap's market segmentation and
targeting strategy in India. Researchers used a combination of primary and secondary research
methodologies to identify different consumer segments of Indian dub soaps. It turns out that
Dove Soap's target market in India consists primarily of urban young women who are health
conscious and value natural ingredients. This viewer values gentle cleansing and moisturizing
benefits in line with her positioning of the Dove Soap brand.

Targeting:

Targeting is the next step in the STP process. Once companies have identified various
consumer segments for their products, they should assess the desirability and feasibility of each
segment and select the most profitable segments to target. Several studies have investigated
Dove Soap's targeting strategy. Dove Soap also developed effective communication strategies
to reach their target audience. For example, the brand's advertising campaigns feature real
women of all shapes, sizes, and ages. This strategy helped the brand create a strong emotional
connection with its target audience, positioning itself as a brand that celebrates diversity and
promotes body positivity.

For example, a study by Nuzhat and Ahmed (2017) evaluated Dove Soap's targeting strategy
in the Pakistan market. Researchers found that Dove Soap successfully appealed to a niche
segment of consumers who valued natural ingredients, gentle cleansing, and moisturizing

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benefits. The brand's product offerings, pricing strategy, and communication efforts are all
designed to appeal to this demographic.

Positioning:

Positioning is the final step in the STP process. Positioning refers to the process of creating a
brand's unique image and identity in the minds of its target consumers. Several studies have
investigated Dove Soap's positioning strategy.

For example, a study by Mishra and Chatterjee (2017) examined Dove Soap's positioning
strategy in the Indian market. Researchers have found that Dove Soap has successfully
established itself as a high-quality premium his brand that provides gentle, nourishing care to
its customers. This positioning has helped the brand build a strong emotional bond with its
target audience and build a loyal customer base. Another study by Shukla and Batra (2019)
analysed Dove Soap's marketing mix strategy in the Indian market. Researchers found that
Dove Soap's marketing mix, which includes products, pricing, advertising, and location, aligns
well with his STP strategy, helping the brand reach its target audience effectively.

Taken together, these studies demonstrate the importance of a well-crafted STP strategy to the
success of a brand like Dove Soap. These studies support STP strategy for Dove Soap in
targeting consumer niche segments, building strong emotional connections with target
audiences, and establishing itself as a high-quality premium brand.

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METHODOLOGY –

Qualitative research is a type of research method commonly used in secondary research.

Qualitative research aims to understand the circumstances under which phenomena occur and
to uncover the underlying meanings and motivations behind human behaviour. Secondary
qualitative research uses existing data sources such as published articles, books, reports, and
other documents to answer research questions. This kind of study provides rich and detailed
information for researchers to deeply understand the topic or phenomenon. Qualitative research
is especially useful when investigating complex or sensitive issues and can provide valuable
insight into the subjective experiences of individuals and groups. The methodology that Dove
Soap uses to implement its STP strategy can be analysed from various aspects such as product
development, pricing strategy, communication strategy, and distribution strategy.

Product development:

Dove Soap has developed a wide range of products to meet the specific needs and preferences
of its target audience. The brand's products emphasize natural ingredients and are designed to
provide gentle cleansing and moisturizing benefits to consumers who prefer eco-friendly
products. For example, the Dove Soap product line includes body washes, soaps, deodorants,
shampoos, and conditioners that are formulated with natural ingredients such as shea butter,
coconut oil, and olive oil.

Dove Soap also creates products specifically designed for different market segments such as
men and babies. The brand's product development strategy focuses on offering a range of
products that meet the specific needs and preferences of its target audience, thereby increasing
brand appeal and customer relevance.

Pricing strategy:

Dove Soap has established itself as a premium his brand that provides high quality, gentle care
to its customers. The brand's pricing strategy aims to reflect its premium positioning and
provide added value to its customers. Dove Soap's products are priced slightly higher than their
competitors to reflect the brand's superior positioning and emphasize the quality and value of
their products.

Communication strategy:

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Dove Soap has developed a powerful communication strategy focused on building an
emotional connection with their target audience. The brand's advertising campaigns feature real
women of all shapes, sizes and ages, promoting body positivity and celebrating diversity. This
communication strategy helped Dove Soap create a strong emotional connection with its target
audience and differentiated it from its competitors.

Sales strategy:

Dove Soap's distribution strategy focuses on making its products readily available to its target
audience. The brand's products are available in supermarkets, drug stores and online stores,
making it easy for consumers to access and purchase the products. Additionally, Dove Soap
partners with various beauty salons and spas to increase product awareness and availability.
Overall, Dove Soap's STP strategy is implemented through a combination of product
development, pricing, communication, and distribution strategies, all designed to appeal to
target audiences and differentiate the brand from its competitors.

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RESULTS AND FINDINGS -

SWOT ANALYSIS

1. Strengths: -
• Effective segmentation, targeting, and positioning strategy
• Premium positioning as a mild, moisturizing soap made of natural ingredients
• Successful "Real Beauty" marketing campaign
• Strong emotional connection with the target audience; and
• Sales growth of over 700% since the "Real Beauty" campaign's launch.
2. Weakness: -
• Compared to other soap brands, it might be thought to be pricier.
• Strongly focused on women; may not be as appealing to male customers.
• Heavily dependent on the "Real Beauty" theme and the campaign's success; may
require ongoing innovation to sustain growth.
3. Opportunity: -
• Adding more options to the product range to cater to a variety of skin types and needs
• Increasing the target market's male and younger demographics
• Collaborating with social media influencers to spread the "Real Beauty" message.
• Making better use of technology to enhance the consumer experience, for example, by
offering personalized recommendations and online shopping choices.
4. Threat: -
• The competition from other soap manufacturers using comparable positioning and
marketing techniques
• The impact of economic downturns on consumer expenditure on pricier goods
• Unfavourable media coverage or reaction against the "Real Beauty" brand or its values
• Changes in customer tastes towards natural and environmentally friendly products,
which may have an effect on Dove's market share.

FINDINGS:

1. Men, kids, and babies are also included in the target market area for Dove soap, along
with women of all ages who want to feel confident and beautiful. Consumer desire for
products that address all skin types and needs, as well as Dove's dedication to promoting
body positivity and shattering unrealistic beauty ideals, are the main elements
motivating this choice.

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2. To reach its target market, Dove soap combines geographic and psychographic
targeting. This entails adopting means of distribution that are open to a range of
customer demographics and adjusting its messaging to reflect the values and tastes of
its target audience.
3. Dove soap's branding as a luxury brand with a 1/4 moisturizer composition on the
market has aided in its success. It sets itself apart from other soap brands because to its
mild formulation and emphasis on body positivity. Its higher price point, however,
might reduce its appeal to some customer groups.
4. Dove soap draws consumers through a combination of clever marketing strategies and
dedication to body-positive advocacy. While maintaining high standards of quality, its
product line has grown over time to accommodate the demands of various consumer
groups. Dove guarantees that the needs of its target market are addressed by providing
a wide selection of products.
5. Sales have surged by more than 700%, making it the soap brand with the fastest growth
in the US market.
6. Segmentation: Dove soap caters to customers who appreciate goods made with natural
ingredients, gentle washing, and moisturizing properties, and makes products,
especially for different market categories like men and babies.
7. Targeting: Dove soap is excellent at drawing in niche consumer groups who value all-
natural ingredients, mild cleaning methods, and moisturizing properties.
8. Positioning: Dove soap has been effective in establishing itself as a high-quality
premium brand that offers its customers gentle, nourishing care, creating a deep
emotional connection with its target audience and a devoted client base.
9. Target Market: Women between the ages of 25 and 54 who value natural ingredients,
prefer goods that are not tested on animals, and are looking for a mild and moisturizing
soap for their skin are Dove soap's target market.
10. Positioning: Dove soap is marketed as a high-end brand that is moisturising and gentle
on the skin, with a proprietary 1/4 moisturising formula that sets it apart from other
soaps on the market. It has also been positioned as a company that encourages women
to have a positive self-image and body image.
11. Marketing Campaign: The Dove "Real Beauty" campaign urged people to embrace
their natural beauty by using actual women of all shapes and sizes in place of models.
The Dove soap brand was successfully positioned through this ad as one that
encourages women to feel confident and have a positive body image.
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12. Sales increase: Dove soap sales have increased since the "Real Beauty" campaign
launched. Overall, these results show how crucial a solid STP strategy is to the success
of a brand like Dove Soap.

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CONCLUSION: -

Dove has a number of advantages, including excellent marketing campaigns, efficient

segmentation and positioning tactics, and a deep emotional bond with its target consumer.
There are certain drawbacks, though, such as the perception of increased prices and the heavy
emphasis on female customers.

Dove has a number of initiatives to pursue, including broadening its product line, focusing on
male and younger demographics, and utilizing technology to improve the customer experience.
Threats to the soap industry include rivalry from other producers, economic downturns,
unfavourable media coverage, and shifting consumer tastes towards natural and
environmentally friendly goods.

In conclusion, Dove has a number of advantages and possibilities to seize, but in order to
maintain development and keep its position as a top soap brand, it will also need to address its
shortcomings and potential challenges in the market.

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