Dove Positioning

Positioning in 1950

Product

1. First Dove product à Beauty Bar à Launched in 1957.
2. It claimed not to dry out the skin the way soap did.
3. Technically not soap at all, formula came from military research.

Marketing and Advertising

1. Blend of marketing communication tools- TV, print media and billboards .
2. Advertising message: “Dove soap doesn’t dry your skin because it is one-quarter cleansing cream”.
3. Rather than models, it used natural looking women to convey the benefits of the product .

Outcome

1. As a result of Dove positioning itself as being in the beauty Industry and focusing on functional benefits as well as a successful marketing mix à Dove became one of the America’s most recognizable brand icons

Positioning in 2013

Products

Hair care: Shampoo, Spray and Gel

·         Skin Care: Soap and Moisturizer

·         Deodorants

 “Real Beauty” and “Self Esteem Campaign”

·         Appealed to aesthetic needs of the consumers

·         Did not focus on functional benefits, but on need to feel good

·         Used oversized models, elderly women to convey the message

Dove Evolution Film

·         Shift from broadcast media to digital media, YouTube & Blogs

·         Film “evolution” viewed by 3 million visitors in 3 months

·         Marketing communications gave Dove a wide exposure