STP

SEGMENTATION: it is the division of market into segments on the basis of similar wants and needs

TARGETING:

• The brand targets women of all ages (above 18), sizes and shapes.
• Upper middle and high income class.
• The main focus is on working women considering its high pricing and the lack of tie these women have to spend on beauty (the beauty bar provides women with the combined benefits of a soap and a moisturizer).

POSITIONING:

• Dove encourages women to develop a positive relationship with beauty which would help raise the self-esteem,, thus making them aware of their full potential.
• It positions itself as a brand that listens to its customers and as one that lays concern in the well being of the customers
• The soap is a personal care product and calls itself a moisturizing bar with one quarter moisturizing lotion in its composition. It is also known as the beauty bar.
•  The high moisturizing composition is the differentiating factor for the product. 
• Dove has positioned itself in a way that women all over the world are made to feel that they are beautiful and to bring about this revolution several campaign were conducted such as the dove campaign for real beauty, Dove movement for self esteem and the Dove real role models.