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DOVE SOAP BRAND AUDIT

REPORT
Submitted to: Aiman Saeed
Balouch

TABLE OF CONTENTS

CONTENT

PAGE NO:

Executive summary

02

Introduction

03

Unilever

03

Dove soap

04

Mission

05

Vision

05

Positioning statement

05

Communication objective

06

Dove then and now in consumers mind

06-07

Promotion strategies

09

Products

10

Target market

11

Swot chart

11

Survey

12-17

Analysis
Results

17

Limitations

18

Recommendations

18

Conclusion

19

Appendix

20

EXECUTIVE SUMMARY
Dove is a personal care brand, its trademark and the brand itself is
owned by Unilever. Dove started its life in 1957 as a beauty soap bar
that was clinically proven to be milder for dry, sensitive skin than other
leading soaps: half of women have dry skin. Dove provides a wide
range of cleansing and personal care products that make a genuine
difference to the condition and feel of an individuals skin. Dove
products are manufactured in Argentina, Australia, Brazil, Canada,
Germany, India, Indonesia, Ireland, Mexico, Netherlands, Pakistan,
Philippines, South Africa,Thailand, Turkey and United States. The
products are sold in more than 80 countries and are offered for both
women and men. Dove soap has 3 variants in Pakistan; Dove original
beauty cream bar, Pink beauty bar and Moisture beauty bar. Dove has
moisturizing property that makes an unhealthy and dry skin to light
up , shine and feel beautiful .Dove soap is popular in Market , around
70% of the public use Dove to cure skin dryness. To find out more
clearly about customers perception for the brand offerings,promotion
and overall positioning in customers mind an online survey (30
respondents) and a group discussion (5 respondents) were conducted.
The report presents the external brand audit results and analysis.

INTRODUCTION
Unilever is the parent company of Dove which has more than 400
brands, 12 of which generate sales that exceed $1.3 billion a year.
More than 171,000 people are employed at Unilever, and their
company mission stresses sustainability, responsibility, innovation, and
minimizing waste (Unilever 2013). Environmental responsibility is a
huge aspect of what this advertising strategy emphasize. One of their
four primary objectives is to increase the awareness of what Unilevers
products have achieved in terms of environmental initiatives. The
Unilever Foundation is currently partnered with Oxfam, PSI, Save the
Children, UNICEF, and the World Food Programme. Their objective is to
improve hygiene, sanitation, access to clean drinking water, basic
nutrition, and enhance self-esteem. Their mission is to create a better
future every day, with brands and services that help people feel good,
look good, and get more out of life (Unilever 2013).
The Unilever Pakistan Limited (UPL), formerly Lever Brothers
Pakistan Limited was established in Pakistan in 1948. Unilever Pakistan
is the largest fast-moving consumer goods (FMCG) company in
Pakistan, as well as one of the largest multinationals operating in the
country. Now operating six factories at different locations around the
country. The Unilever's head office was shifted to Karachi from the
Rahim Yar Khan site in the mid 1960s.Products Unilever offers are
categorize as Home & Personal Care, Food & Beverages.

DOVE SOAP
The Dove soap is a personal care brand owned by Unilever and was
first launched in 1955,with the revolutionary new beauty cleansing Bar.
Their creative strategy and sales have been consistent since the
original launch. Dove offers a product line that ranges from skin care,
hair care, body lotions, hand creams, body wash, bar soap and
deodorants for both women and men. . From the beginning Dove has
always celebrated real women at the heart of everything the brand
does and believes. Dove soap has 3 variants in Pakistan; Dove original
beauty cream bar, Pink beauty bar and Moisture beauty bar. The soaps
are sold in more than 80 countries and are offered for both women and
men. Dove always aims to deliver products which tangibly improve the
condition of skin and give a pleasurable experience of care. Dove
connects itself with the customer by providing personal care service
that no other brands offer.

MISSION
To make more men/women feel beautiful and special everyday is the
mission and prime objective of Dove soap. Its not about women/men
feeling beautiful everyday but more women/men feeling beautiful
everyday.
VISION
Dove soap wants to see men/women free their selves and their coming
generation from beauty stereotypes by widening todays view of
beauty.
POSITION STATEMENT (self-made)

For people who want soft and refreshing skin, Dove is a Brand of
moisturizing Bar that provides soothing and healthy effect, that makes
people love their skin.

COMMUNICATION OBJECTIVE
Since the beginning, Dove has focused on providing customer care
service through unique products. The main communication objectives
of Dove soaps campaign, promotion tools and marketing
communication are; creating awareness of the brand and its product
for both women and men and creating loyal customers, imparting
knowledge about Dove soap and beauty concept through facts and
information shared to customers, projecting a positive image of brand

in consumers mind, shaping positive and strong attitudes-making

customers perceive Dove soap as a moisturizing bar,stimulating a want
or desire for the product by making it attractive and innovative for
customers, and effecting a sale by making the product available and
reasonable for the consumers.
DOVE THEN AND NOW IN A CONSUMERS MIND
Unilever launched Dove in the US in 1957 as a bar of soap. Over the
next 40-odd years it grew by launching into other countries and other
'personal care' categories. This expansion meant that by 2001 Dove
had fundamentally changed. Soap represented less than half its
sales.We needed to stop thinking of Dove as a soap brand and start
thinking of it as a beauty brand. However, sober reflection led the team
to conclude that in many ways the last thing the world needed was
another beauty brand.
DEVELOPING CREATIVE WORK TO BRING THE POSITIONING
TO LIFE
We wanted to develop a pure brand campaign that would articulate
Dove's beauty theory. We believed the heart of the problem was
women's self-perception.Dove celebrates so long years of Dove's
relationship with women. Dove has evolved as a brand in the most
revolutionary time in women's history. The body of work not only shows
the evolution of Dove as a brand, it also shows how the attitudes of
women and their role in society has changed in the past years.
Dove soap has a high market share and offer the product at
competitive price. The brand has gained international recognition
through its strong marketing campaign that generates buzz and wordof-mouth. Dove soap is associated with a positive body image in
consumers mind. In the world of hype and stereotypes, Dove soap
provides a refreshingly real alternative for women who recognize that
beauty comes in all shapes and sizes.Dove is worlds number one
cleansing brand under FMCG in health and beauty sector. Achieving
both depth and breath in the market. Dove positions as a mild,
moisturizing brand that develops self- esteem/self- respect in
customers about their skin.
Dove currently positions itself as a brand that listens to their
consumers wants and needs while providing them with a reliable
product. Dove has employed the use of real women in their previous
advertising campaigns in hopes of relating to women who are
interested in redefining those standards of true beauty. Dove has
positioned its brand as being one that cares about the prosperity and

care of their consumers while breaking the mold of a false sense of

reality.

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Since start, the media plan mainly consisted of newspaper "split runs"
in various local markets. Television, the era's "new media", was
debated as the appropriate medium for Dove. But, television
eventually was incorporated into the media plan and became a
powerful way to broadcast Dove's messaging.
Late in the 1950s, research was conducted which concluded the face
was the gold standard in skin care. So from 1959-1968, Dove
advertising focused on the face and introduced the use of the "Dove
Face Test", still using the original strategic focus of "Doesn't Dry Like
Soap" and "1/4 Cleansing Cream".
In the late '60s, "real" women testimonials were used for the first
time to advertise Dove. More women heard Dove's promise, more
women tried it -- and were converted.
The use of real women, with their stories, continued the strategic
focus on Dove soaps non-drying benefit.
Further the strategies included were 7-days test, One women
testimonial for 7-days,"Conviction of Users" campaign.
Followed by other campaigns;Beauty Has a Million Faces One of
Them Is Yours, Give Your Beauty Wings and Let's Make Peace
With Beauty.

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The campaign for real beauty which included The Ad makeover

and Dove self-esteem campaigns are the most influential and
successful campaigns.
The Dove Men+Care with its "Real Moments" campaign has made
men enjoying each of their life moment and feel special, beautiful the
way they are, defending the vocal contingent which says men in ads
are depicted only as silly,hapless and dumber than women.

PRODUCTS
Currently Dove soap has 3 variants in Pakistan:
Original Beauty Cream Bar
Contains pure moisturizing cream and mild cleansers that leave
skin clean, soft and smooth. Soap, on the other hand, contains drying
ingredients that strip skin of its natural moisture, leaving it feeling dry
and tight.

Pink Beauty Bar

A refreshingly light sensation thats an uplifting moment for your skin.
The crisp clean fragrance of cucumber & green tea in an ultra-light
hydrating formula.

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Moisture Beauty Bar

Go fresh Cool Moisture Beauty Bar contains an ultra-light hydrating
formula and the crisp, soothing scent of cucumber and green tea. Its
a refreshing, uplifting sensation for your skin.

TARGET MARKET
Since its inception, the Dove brand has been ultimately positioned
towards a female demographic, which is an aspect that will be
emphasized during most of Doves campaigns.
Primary Target: Females ages 18-34 . Dove plan to use a
defensive strategy in regards to their primary target market. Due to
the fact that women in this age category make up so much of their
market share, they want to defend their current strategy and
expand upon it. Maintaining and keeping these users is of the
utmost importance and Dove wants to continue what Dove has
already started and maintain satisfaction with current consumers.
Secondary Target: Males ages 18-34. Dove try and saturate
that market more thoroughly. To reach their secondary target
audience, they employ an offensive strategy. The end goal is to
increase usage and awareness among men.

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Also it targets customers who are upper class or upper middle class
who can afford Dove bar costing 85 rupees.
SWOT CHART
STRENGTHS

WEAKNESSESS OPPORTUNITIE THREATS

S

* Beauty
should be for
everyone.

* Males do not
buy Dove as
much as
women.

* Strong social
media presence. * Low
awareness in
* Expansion in
the Men + Care
men care
line.
segment.

* Men
participation in
the body care
increase from
2011-12.
* Environmental
initiatives.

* Economy
* Competitors
* Variety of
products in the
market category
and parity
products.

ABOUT THE SURVEY

To find out more about the Dove soap, an external Brand audit was
conducted from Dove users. Online survey questionnaire and Focus
group activity conducted from students of CEAD, JAMSHORO was part
of external Brand audit. Online survey questionnaire consisted 10
questions and 30 respondents, respondents were questioned about
their perceptions, interests, likes and dislikes for the brand. A group
activity involving 5 participants was also the other way to get views
about the Brand. Both the ways presented the perceived value,
believes and expectations of consumers for the Brand.
ANALYSIS

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1. The first question asked about the respondents age and current
status as working,non-working or a student. To know what age group
the respondent fall and what background does he/she has. This data
gave views about the Brand of that particular age group. Majority
respondents were in age group of 15-20 years and where students.

2. The second question was a brand recall question, letting the

respondents write and choose what brand comes in their mind when
they think of a Moisturizing and smooth bar. 76% of the respondents
chose Dove brand.

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3. Respondents were asked do they use or has ever used Dove soap?
83.33% replied yes they have tried Dove/ are using Dove bar.

4.The fourth question was meant to ask what soap variant does the
respondent use. 44% of the respondents selected Dove original beauty
cream bar, because they believe the bar is suitable for their skin.

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5. Respondents were asked about how long have they been using Dove
soap. Respondents are aware of the brand and use and have been
using Dove for 1 year and more than that.

6.The moisturizing, smoothness and refreshing properties in Dove

makes its quality superior from the other beauty bar brands. This make
customer buy Dove over other beauty bar brand

7.The price of Dove bar is though high but reasonable enough to the
quality.

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8.Dove has always known what the customers perceive and think
about their them.Customers are satisfied with the offerings and believe
in the Brand.

9. Customers believe that Dove has less weaknesses, Price can be the
major weakness because price set for a single bar is high compared to

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other soaps in the industry. People are economic in nature they prefer
soap which is affordable and has quality together
.

10. Customers wish and expect to see Doves more variants with
strong scents and more advertisements.

RESULTS

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The Brand audit survey showed that respondents are well aware of the
brand. They have used the brand and some of them use the brand.
People actually take advertisements seriously and relate their skin
issues with the product being offered on TVCs, print media or on web.
Dove knows what customers it is targeting and what demand do their
market has, keeping all the factors into consideration Dove
Advertisements are made attractive,innovative and creative to target
their customers right away. Ads also create awareness of the brand
among consumers. Customers are satisfied with the product and they
think Dove is the most premium brand in moisturizing bar category.
Moreover, the respondents think the price is high but reasonable
enough to the quality.But, the soap must come with more variants and
strong scents.With all the survey findings and analysis it is thought that
Dove soap is the top moisturizing beauty bar brand.

LIMITATIONS
The survey was conducted online and group discussion with only 5
respondents from students of CEAD Jamshoro.
The survey was conducted in a limited period of time.
The online survey only involved 30 respondents.
No in-dept interview conducted as the respondents were shy to
come individually in camera.
RECOMMANDATIONS

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Dove soap should come up with more sizes such as small and
medium.
Dove soap should be available in affordable and reasonable price.
New variants must be introduced with strong scents.
Dove must introduce its product in attractive and new packaging.
Dove should come with even more creative advertisements.

CONCLUSION
Dove's success cannot be attributed solely to what Dove has done, but
also to how Dove has done it. From beauty bar to global master brand,
from optimizing woman's beauty to redefining beauty's parameters,
Dove's legacy is far-reaching and truly global. Dove has maintained its
core messaging, while changing with cultural and generational
perceptions of beauty. No matter where they are in the world, Dove's
quality ingredients and products give women one thing they want -the confidence to let their inner beauty shine through. Moreover
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Doves introduction of men-care product has also made it different

from rest of the brand. Promotional strategies used by Dove are
motivational, innovative and creative to rise an individuals moral and
self-esteem. The customers are aware of the brand and expect the
brand to provide more innovative services in future.

APPENDIX

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