LIFE CYCLE OF DOVE SOAP
INTRODUCTION
Dove is a personal care brand owned by HUL having a wide range of products (soaps, body wash, deodrants, lotions, hair care etc.) When the dove soap was introduced in the Indian market it was priced at a slightly higher range and this they did so as to maintain the 'premium' tag of the brand. However, initially the sales were not up to the mark considering the highly marked prices. Dove then came up with their ad campaign's to promote the products and attract customers.
GROWTH
The Dove's 'Real Beauty' Campaign: This was launched after viewing the results of a survey which showed that only 2% of the women considered themselves to be beautiful. During this they put up billboards with portraits of regular women and allowed the viewers to vote on how they perceived the portrayed model as (see picture attached below), and with its report aimed at creating a whole new definition of the word 'beauty'. Their mission was primarily focused on spreading an awareness that beauty is a source of confidence.
As a result they received a very positive response from the population and also a very significant media coverage. With this response they then decided to broaden the media exposure by releasing print advertisements, television ads and much more.
MATURITY
The brand is now in the maturity stage and has been here for a very long time now. It is also considered among the top personal care brands. The continuing innovations, the campaigns and the large number of satisfied and loyal customers have helped the brand remain at this stage for so long and if Dove continues to maintain its relationships with existing customers and carry out events so as to gain new customers, it would not be wrong to say that the brand will continue to be safe in terms of its market share.
GROWTH
The Dove's 'Real Beauty' Campaign: This was launched after viewing the results of a survey which showed that only 2% of the women considered themselves to be beautiful. During this they put up billboards with portraits of regular women and allowed the viewers to vote on how they perceived the portrayed model as (see picture attached below), and with its report aimed at creating a whole new definition of the word 'beauty'. Their mission was primarily focused on spreading an awareness that beauty is a source of confidence.
As a result they received a very positive response from the population and also a very significant media coverage. With this response they then decided to broaden the media exposure by releasing print advertisements, television ads and much more.
MATURITY
The brand is now in the maturity stage and has been here for a very long time now. It is also considered among the top personal care brands. The continuing innovations, the campaigns and the large number of satisfied and loyal customers have helped the brand remain at this stage for so long and if Dove continues to maintain its relationships with existing customers and carry out events so as to gain new customers, it would not be wrong to say that the brand will continue to be safe in terms of its market share.
source: https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhAYDDN0yvuIMPbDU9WEIxgMN3K6NStc8Ogg6mAiSdRB5zLZaUGRNwD57rxgZN_4qnYIO8t15wYLMRDfOZE5r9bmjqfEV4ks0oGDHTxttjm_g3Br-uiVfPMRKvySit7BfBTYxc87PlDCqo/s1600/Dove+Product+Lifecycle.png
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What is Dove soap’s current PLC stage?
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