STP Analysis of Dove

1. Beauty Bar
STP Analysis

2.  Parent Company: HUL (Unilever)
 Category: Personal Health Care – Soap
 Sector: FMCG
 Tagline/Slogan: Everyday moisture is
the key to beautiful skin ,’
• Put your best face forward with Dove’.
 USP: Deep moisturizer for Skin

3. • Dove is a personal care brand owned by Unilever.
• Dove soaps are manufactured in countries such as Argentina,
Australia, Brazil, Canada, Germany, India, Ireland, USA etc.
• Dove is primarily made from synthetic surfactants, soaps
(derived from vegetable oils such as palm kernel) and salts of
animal fats (tallow)

4. The Dove beauty bar was first developed and introduced in
the Netherlands in 1955 when Unilever purchased a Dutch
soap factory.
After the booming success of the product in Europe, it was
brought to the United States in 1957. Dove proved
successful by touting that it contained moisturizers.
Dove continued to thrive in the 1960s as a niche skin care
product before an advertising campaign in the 1970s won
market share in the industry by publicizing dermatologist
test findings that stated that Dove dried and irritated skin
less than ordinary soap.

5. SEGMENTATION:
Dove segments the market on the basis of:
Demographic Segmentation-
Under this segmentation, Dove focuses on Women of
all age groups above 18.
• Women who use beauty products. Women who are
well aware about beauty and care for their skin.
• Women who have high purchasing power and
belong to upper middle class.

6. Psychographic segmentation:
• Dove aims to create a psychology in women where
‘beauty’ incorporates all ages, body shapes and
sizes. ‘You are beautiful the way you are’ is the
message Dove promotes and wants every woman to
believe

7. TARGETING:
 Targets women of all ages, shapes and sizes.
 Highly focuses on working women as they don’t have much time
to take care of themselves, so it uses its USP of double benefits
(soap and moisturizer) to attract target.
 Also targets high income groups and upper middle class as they
would be willing to pay a price of 28INR for soap.

8. POSITIONING
 Dove soap is positioned as a personal care beauty
product.
 Dove does not call itself a soap but a mild moisturizing
bar that is one fourth moisturizer. It is also called a
beauty bar.
 It uses its high moisturizer content to differentiate itself
from competitors

9. • Dove has positioned itself 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 positions itself
to help you be beautiful as you have always been.
• To promote this message, Dove has launched several campaigns
such as
• Dove Campaign for Real Beauty –
This is where Dove launched a global conversation to discuss what
truly defined the term beauty and how in the current scenario the
concept of beauty has many limitations and is tagged difficult to
attain

10. • Dove Movement for Self Esteem
This movement aimed at building positive self esteem among
women and helping them to reach their full potential.
Tagline: Imagine a world where beauty is a source of
confidence, not anxiety.
• Dove Real Role Models
A campaign aimed at finding out who inspire the women of
today.
Tagline: Strong Role Models Build Stronger Self Esteem.

11. Olay
Vivel
Himalaya
Nivea
(In moisturizing soap segment)
LUX