PRODUCT

PRODUCT LEVELS

PRODUCT CLASSIFICATION

• The dove soap is a tangible and non durable product.
• It falls under the category of convenience goods and is often frequently purchased.
• It is also a shopping product competing with the other soap bars in terms of style, price and quality.

PRODUCT DIFFERENTIATION

                                        FORM

• Logo signifies softness gentleness and sophistication
• It is a soap bar
• It is white in color
• Oval shaped
• Unscented

FEATURES

• Beauty bar (moisturizing bar)
• Hypo-allergenic
• Mild- low ph value
• One quarter moisturizing lotion

CUSTOMIZATION

• Market offerings: Wide variety of soap bars to choose from according to the requirement.
• Message: Beauty is a state of mind.
• Media: The real beauty campaigns help attain a farther reach among the target audience because of its focus on women of all shapes, ages, sizes and colors. 

PERFORMANCE QUALITY

• Highly positive satisfaction expressed by people with dry skin
•  Positive response from working women (with less time to afford) who get the combined benefits of a cleaning agent and a moisturizer in one beauty bar.

THE PRODUCT HIERARCHY OF HUL

• Requirement: Beauty care product to remove dirt 
• Product family: personal care
• Product class:  all soaps and body washes, face washes, shampoos.
• Product line: -> Soap, body wash, face wash.
• Product type: LUX, Lifebuoy, DOVE
• Item: Dove soaps of HUL act as a deep moisturizer with a very low ph value and calls itself as a moisturizing bar and not a soap which marks the point of differentiation.

PRODUCT SYSTEMS AND MIXES