CASE STUDY on DOVE

PREPARED BY : RANSARIA SHUBHAM

NIKHIL KASAT
RAHUL WALA
Submitted to : Ashwin sir
NARAN LALA COLLEGE, NAVSARI
Introduction
 A personal care brand
 Owned by Hindustan unilever Limited.
 Launched in INDIA in the year 1995
 Entered with only soaps.
 Hair care range launched in india in the year 2007.
Some dove hair care product
 Nourishing oil
 Dandruff care
 Intense repair
 Advance color therapy
 Shine therapy
 Pro age therapy
 Frizz control therapy
Consumer insight about DOVE
Issued addressed:
 Lightened or darkened hair
 Damaged hair
 Colored hair
 Dry hair
 Frizzy hair
About the brand
Attributes
 Presence of milk lotion
 Brand extension
 Tagline
Benefits:
 Mild care
 Beautiful looking hair
Value:
 Every woman can be beautiful
Brand Personality
(Encourages consumer to respond with
feelings and emotions towards the brand)
 Honest, Simple and straight forward
 They use real women in their campaigns and not models
 Dove’s mission is to widen the definition of “BEAUTY”
 They talked and campaigned about “REAL BEAUTY”
 Beauty has “NO AGE LIMIT”
PERSONALITY AND COLOR
White colour of DOVE hair care products
 Goodness
 Purity
 Cleanliness
 Refinement
Promotion and Advertising
 B-E-A-U-T-I-F-U-L Campaign
  campaign centered on a series of billboard
 advertisements
 "Fat or Fab" or "Wrinkled or Wonderful“

 Capturing Mindshare
( Claim for longer, shinier and beautiful hair but in an
innovative way )
QUESTIONS And
ANSWER
1-Consumers learn values – enduring beliefs about things that are
important. How effective has DOVE soap been in its decision to
extend the name in the product category of Shampoo ?
 Has built it’s equity in the market as one of the Mildest SOAP
available in INDIA & other Foreign countries.
 Patented Mild cleansing ingredient into the SOAP category
 Gives Soft smooth skin all day.
 Popularity increased as a milder SOAP in 1970.
 Leading brand recommended by Physicians.
 Uses tagline for it’s shampoo- More Beautiful hair with every wash.
 The value is that of TRUE Beauty – Beauty from Within.
2- Give the various consumer insights that the case study narrates analyze the
message the brand tries to convey “every woman can be Beautiful” Discuss the
effectiveness of the Advertisement campaign. Assess the personality and
positioning of the brand.

 Consumer Insights :

 Hair products have been launched to address every type of

requirement.
 New Dove’s therapy shampoo to prevent from Hair damages.
 New Dove Range of shampoo designed for Colour hairs to prevent from
issues.
 Hair care with special moisturizer and for dry and frizzy hair.
•Dove’s Beauty Champaign
Campaign through Advertisements, Banners, testimonials,
dove beautiful gallery and collaboration with Yahoo.
The aim of the campaign is to celebrate the natural
physical variation embodied by all women and inspire
them to have the confidence to be comfortable with
themselves.
Feeling whatever colour or texture of hair you have.
Dove campaign shows more realistic image and becomes
trust worthy
•Brand Positioning
The brand is positioned as a brand that celebrates the
‘Real world’
It emphasis on the ethical aspect of beauty
For everyday women all over the world
Provide genuinely different feel to their skin and hair
Dove aspires to help all women achieve natural
looking beauty.
• Personality
Sincerity - Friendly
Excitement – Self confident
Competence - successful
Sophistication – self esteem
Ruggedness - Unique
THANKS