Dove is a personal care brand owned by Unilever

• Anglo–Dutch multinational consumer goods company • Foods, beverages, cleaning and personal care products • World's third-largest consumer goods company measured by

2011 revenues (after Procter & Gamble and Nestlé) • World's largest maker of ice cream

History

• Dove beauty bar was first developed and introduced in the Netherlands in 1955

• Brought to the United States in 1957

• Dove products are manufactured in many countries around the world including Australia

• Sold in more than 35 countries

• Offered for both women and men

• Products include: antiperspirants/deodorants, body washes, beauty bars, lotions/moisturizers, hair care and facial care products

Shape of the Dove Logo Toronto-based lettering designer, Ian Brignell • Peace • Love • Gentleness • Purity Colours of the Dove Logo Blue - excellence and reliability White – innocence and wholeness Gold - joy and prosperity Font of the Dove Logo The Dove logo features a custom-made typeface

The Logo

Primary Target Market 1. All women, all ages and of all sizes

2. Young women age between 17 to 24 years old

3. Older women age between 25 to 55 years old

Secondary Target Market 1. Men age between 18 to 55 years old

Body Wash

Shampoos and Conditioners

Bar Soup

Deodorants

Clinical Protection

Solids Body Mist Powder Roll-on

Powder Aerosol

Hair Treatments Hair Style + Care

Body Lotion

Brand Extension & Product Range for Women

Hand Cream Face Cleansers

Make up remover

Brand Extension & Product Range for Men

Body Wash

Bar Soup

Face Care

Deodorants

Shampoos

Dove Bar Soap AU$0.99 vs. Neutrogena Bar Soap/Lux Bar Soap Dove Body Wash 375ml AU$6.99 vs. Nivea Body Wash 400ml AU$7.99 Dove Body Lotion 400ml AU$8.49 vs. Nivea Body Lotion 400ml AU$7.99 Garnier Body Lotion 400ml AU$7.49 Dove Hand Cream 75ml AU$5.13 vs. Nivea Hand Cream 75ml AU$4.39 Dove Face Moisturiser 120ml AU$12.49 vs. Neutrogena Face Moisturiser 115ml AU$12.49 Olay Face Moisturising 150ml AU$14.49 Dove Facial Cleanser 110ml AU$6.99 vs. Neutrogena Facial Cleanser 200ml AU$11.49 Olay Facial Cleanser 200ml AU$13.99 Dove Shampoo 300ml AU$6.49 vs. Neutrogena Shampoo 200ml AU$6.49 Garnier Shampoo 250ml AU$5.99 Dove Conditioner 300lml AU$6.49 vs. Neutrogena Conditioner 200ml AU$6.49 Garnier Conditioner 250ml AU$5.99 Dove Deodorant Aerosol 100g AU$5.49 vs. Nivea Deodorant Aerosol 150ml AU$5.29

Price Point

Positioning Map

Packaging

Promotional Methods

• Social Media • Magazines • Billboards • TV ads

Brand Loyalty

2004: New Campaign for Real Beauty to celebrate the natural women’s beauty https://www.youtube.com/watch?v=iYhCn0jf46U

2006: Created Self-Esteem Fund for young girls http://www.youtube.com/watch?v=epOg1nWJ4T8 1. Workshops for Teachers of girls and boys 11-14 2. Activity Guide for Youth Leaders of girls age 10-14 3. Activity Guide for Mothers & Daughters aged 8-11 4. Discussion Guide for Mothers of girls aged 11-16 2007: Third phase of the Campaign for Real Beauty celebrated the essence of women 50+ 2010: Dove Movement for Self-Esteem for the young generation https://www.youtube.com/watch?v=UUdYxLH_bko

2013: Film called Dove Real Beauty Sketches https://www.youtube.com/watch?v=XpaOjMXyJGk

Emotional response Strengthened brand loyalty

People buying more than one product compared to three years ago

Corporate Citizenship Program (CSR)

Dove is proud to support partnerships with after-school programs, self-esteem-building events and educational resources with its three main partners: Dove also supports a partnership with Alliance for Women in Media

Thank you