7/31/2019 Marketing Mix of Dove - Dove Marketing Mix and 4 Ps

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Marketing Mix of Dove – Dove Marketing Mix

May 20, 2019 By Hitesh Bhasin
Tagged With: Marketing mix articles

Dove is a subsidiary of its parent company Unilever and is associated with

personal care. It was launched in the consumer market of United Kingdom in the
year 1955. Dove belongs to the FMCG sector and its main USP is that it has proved
to be a single product with twin effects like a moisturiser along with the basic
product for dry the skin. Dove has targeted women of any size, shape or age as its
customer base. As its products are priced higher than its competitors, the brand
has targeted upper and upper-middle class of women. Some important rival
companies of Dove are as follows-

Nivea
Neutrogena from Johnson % Johnson
Olay from Procter & Gamble

Page Contents 

Product in the Marketing Mix of Dove :

Manufacturing of a Dove product includes primary ingredients like vegetable oils,
synthetic surfactants, salts of animal fats, zero levels of Ph and 1/4th moisturising
cream. Brand deals in products mostly for women and is committed to providing
a product that will enhance her beauty. Some of its products are-

Facial care products – Dove Deep Pure Face Wash

Hair care products- includes Dove Oxygen Moisture Conditioner
Moisturisers/lotions- includes Dove Go Fresh Bathing lotion, Dove Purely Pampering
Shea butter and warm Vanilla Body Lotion
Beauty bars- includes Dove Go Fresh Bathing Bar, Original Cream Beauty Bathing Bar
Body wash – includes Dove Go Fresh Body Wash
Deodorants/antiperspirants- Includes Dove Original Antiperspirant Deodorant Stick

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Place in the Marketing Mix of Dove :

Dove is an international brand with a global presence. Its network is spread in
various parts of world and manufacturing of its products takes place in several
countries like the United States, Turkey, Thailand, South Africa, Philippines,
Pakistan, Netherlands, Mexico, Ireland, Israel, Indonesia, India, Germany, China,
Canada, Brazil, Australia and Argentina. Products are sold in nearly eighty
countries with help of a ine and e icient distribution channel. It includes
manufacturers to retailers to consumers via general stores, retail stores,
convenient stores, discount stores, supermarkets, malls and hypermarkets. It is
the responsibility of retailers to see that products are easily available to customers
at respective stores through the help of at least two thousand and ive hundred
stockists.

Price in the Marketing Mix of Dove :

Dove has been projected as a premium product in the market but the company
has a well-integrated pricing strategy for its products that includes keeping its
pricing policy reasonable and affordable but distinctive. Compared to products of
its competitors Dove products are priced a bit higher but its qualitative products
have been a great help to the brand as it has been able to implement its pricing
policy successfully. Women think of Dove as a high-end product and hence are
willing to spend a few extra bucks on personal care products that will help in
enhancing their beauty. Dove has adopted a value-added pricing policy for all its
products because customers generally relate high price with qualitative products.

Promotions in the Marketing Mix of Dove :

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Dove has strong brand awareness in the consumer market and it has been
possible because of branding and advertising. Marketing policies have a huge role
in the making and success of a brand. Campaigns and advertisements increase
the visibility of a brand the and create a positive impact on minds of consumers.
Advertisements for several products of Dove are aired on different channels of
television and also on radio. It has also roped in print media to market its products
through ads in newspaper, magazines and billboards.

Related: Marketing Mix of United Spirits - United Spirits Marketing Mix

Advertisements put emphasis on the buyer and her reaction after usage of this
product. It is her acceptability of the given product that a viewer relates to and
creates a positive in luence on her mindset. Dove adopted a very unusual
promotional policy for its products. Instead of using a celebrity it decided to go
with an ordinary woman who looks extraordinary after using its product. Ads used
the word Real beauty in the context of con idence the thus creating a good
customer base of its own. Dove also has a media presence on the social platform
through Twitter and Facebook and has created a fan following of its own.

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Marketing Mix of Marketing Mix of Marketing Mix Marketing Mix of

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About Hitesh Bhasin

I love writing about the latest in marketing & advertising. I am a
serial entrepreneur & I created Marketing91 because i wanted
my readers to stay ahead in this hectic business world. You can follow me
on Facebook. Let's stay in touch :)

Comments

Dexter says

Good evening, Sir! What are your basis here? Are those sources liable? I
just want to know your references on this topic. Thank you, Sir!.

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