THE MARKETING MIX

Product 

•       Dove offers a bathing soap bar which has the combined benefits of a moisturizer and skin softener which marks the point of differentiation.
•       It offers a soap with the lowest ph value.      
•      The product was launched to basically target working women not essentially models
•      The brand has also managed to achieve strong connects with its customers 

 Promotion

•      The product was introduced to the market in 1995, from then until 2007, the brand used to promote the product based on a theme where the 'perfect' women were portrayed as role models. 
•       The brand then started it 'Real Beauty' campaign where the focus switched from the youth to women of all ages, sizes and shapes. In this they used a tagline which said, 'beauty is a state of mind' so as to build confidence.
  

Place

•      The brand was owned by HUL
•       It was distributed through a network of around one million retail outlets across 2500 distributors.
•      The product was available in general stores, supermarkets, chemists and wholesale dealers.

Price

•       Initially the product was launched at a high price of INR 40 aiming at the upper middle and high class consumers
•      The target audience did not find it worthy.
•       However the brand did not want to drastically reduce the price as it wanted to be positioned as a premium brand.
•       To overcome the problem they invested more on live campaigns and advertising. This helped create a more strong customer base.