CUSTOMER VALUE AND BENEFITS

CUSTOMER PERCEIVED VALUE

TOTAL CUSTOMER BENEFITS

              The total customer benefits is the sum total of the other benefits which include the following.

Product benefits

              The dove soap  is seen as a refreshing alternative for the regular soap bars. The 1/4th moisturizing lotion composition of the beauty bar enables the consumer to have a moisturized skin without having to use an alternative. Composed mainly to leave the consumer with a clean, soft and smooth skin, this bar has succeeded in being able to achieve its goals with no question raising up as a result of dry skin. It imbibes in women the fact that beauty is not just about how you look but also about how you feel. 

Variety

             1. Sensitive
             2. Gentle exfoliating

             3. Fresh energizing
             4. Fresh moisturize

             5. White/Pink beauty bars

Image benefits

     










    

                   
                               Dove has built strong connects with its customers by producing advertisements with real women rather than celebrities. This helps gain the brand a sense of true connectivity from the customer end who find it easier to connect with the product. Also the tagline "beauty is a state of mind" helps develop a sense of confidence in the minds of the customers.

TOTAL CUSTOMER COST

              This cost is the sum total of all the other costs which include the following.

Monetary cost

             The basic price of this beauty bar would lie in the range of INR30 to INR50 which is slightly higher when compared to the other soaps. However, the target customers segment include working women, and this fact would make it feasible for Dove to price this product in the above given range.

Time cost

            The product is available nationwide in all the general stores, super-markets, drugstores et al and the customers can buy this product at their nearest stores which would not consume much time.

Energy cost

            The product is a daily requirement of the household and thus is usually bought along with the other groceries and essentials. This proves that no extra energy is needed to attain this.

Psychological cost

            Differentiation of the product with its moisturizing ability without an alternative makes the customer feel worthy about spending the designated amount.

INTRODUCTION

DOVE SOAP

The Dove soap was launched globally in the year 1957. However, its launch in India happened only during the 1990s. 

1. Who buys this product?

             The upper middle class and higher income families
             Working women
             Women aged above 18
             Women who uses beauty products
             

2.What problem will this product solve?

                
                  Prevents dullness and makes the skin glow

              Moisturizes the skin 

3. Which attributes are important and why?

             25% moisturizing lotion: enhances smoothness and glow

             Chemically synthesized Sodium Lauroyl Isethionate: cleaning without drying

             Stearic acid: sensitizer for allergic people

4. If this decision is the first time, how will it go? if not, how will it go?

             As a soap, dove was not the first entrant. However, it stands out from the other soap with factors such as its deep cleansing ability, moisturizing effect all of which leaves the skin clean, soft and smooth.

5. How was the deliberation in your head?             

            The Dove soap, though not the only manufactures of soap was unique and had in it an essence that was a driving force for most consumers and thus I chose this as my marketing diary product.