Marketing 465, Section.5 ( Brand Management ) Topic [ Brand Positioning ]

Dove 

Dove is a personal care brand owned by Unilever, a multinational corporation that owns more than 400 brands mostly selling toiletries. Dove is sold in more than 35 countries and is used by both men and women but mainly focused on women. Dove offers anti-per spirants, deodorants, body washes, soap bars, moisturizers hair and skin care .Dove is formulated to be pH neutral with a pH between 6.5 to 7.5. Dove products are manufactured in Hammond, Indiana, USA; and Brazil. 

Dove has different product range. Here are some of them.

     Dove Deodorants   

 Dove Hair Care 

Dove body firm

  Dove fresh touch

               Dove Beauty Cream Bar

  Dove Body Wash

           Positioning of the Brand 

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. 

There are 3 levels of positioning. 

Positioning by Product Attributes  
 There are some attributes of Dove products like , cream based,  moisturizing, Rich lather, Less fragrance, no side effects. It's all about femininity and mildness. The name, logo, tagline and the products everything is simple and feminine and so that it attracts the women all over the world. 

Logo of Dove is a perfect presentation of

• softness
• gentleness
• sophistication

The image of Dove or peace pigeon symbolizes the purity and the softness of a dove in it's products.
 Tagline- " You ARE  more beautiful than you think" 

Packaging- Simple, gentle and mild color reflects the brand image and creates distinctive position to the customers.  

Positioning by Product Benefits

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.

Positioning by Product Values and Beliefs 

Core values are-

• Gentle 
• clean
• Moisturizing

Recommendation

Dove literally narrowed down its marketing strategy, so possibility of expanding their marketing strategy in later stages is very difficult and risky. So they always need to keep media on their side as media has a huge role in successful marketing. Proper PR strategies should be implemented to clear misconception of their product variants, their target customers, and their marketing strategies. The key word should be "Transparency" in order to earn faith.

Lastly, whatever the case is, Dove has succeeded with their brand image and empowering femininity by doing campaigns and advertisements.

References   

1. Dove(2008).Dove Toiletries Limited.[Online]. Available at: http://bit.ly/1zMKVRT
2. https://www.youtube.com/watch?v=sfKWGpPxcBA
3. Kevin Lane keller, (2013). ' Consumer-Based Brand equity and Brand Positioning'.In: Stephanie wall (ed) . strategic Brand Management.4th ed. Pearson education limited.pp.79-91.
   
Dove soap classic TV commercial


https://www.youtube.com/watch?v=sfKWGpPxcBA