Unilever is a worldwidemultinational company established in the year 1930.This FMCG Company whichprovides products such as personal care products, cleaning products, foodproducts etc. Dove is a personal care product, active since 1955 and originatedin United States.
Though it started as a beauty bar soap now it includes allkinds of personal care products such as shampoos, conditioners, face wash etc. The brand concerns mainlyon purity, cleanliness, softness and natural beauty of the consumers. The brandintends to focus on product innovation and conducting many studies on this.They are trying to expand the definition for beauty and giving new meanings forthe beauty concept. They believe that real beauty should come from inner self.”Dove”, the logo of the product is also a symbolic representation of purity andsoftness.
Dove will focus on women of all ages, shapes andsizes. Especially targets on women who are working and have no time take careof their skin. It uses the concept of market specialization. They are alsotargeting on women with higher income groups. SWOT ANALYSIS –DOVE STRENGTHS1. Onefourth of the product is made up of moisturizing cream.
So its product designitself is strength.2. Itis available worldwide.(more than 80 countries)3. Strongdistribution and sales network-Dove is an HUL brand so it is found in retailchains, premium outlets and online.
4. Strongmarketing-They does not uses celebrities for their campaign instead of thatthey uses common people as their models (real beauty campaign). Hence peopleprefer Dove more than other brands.5.
Itsproduct line includes variety of products like shampoos, conditioners,deodorants etc.6. Highmarket shares.7.
Competitiveprices.8. Internationalbrand recognition.9. Theywin many awards.WEAKNESS1. Toughcompetition in market leads to limited growth rate.2.
They are targeted mainly on the femaleproducts and is not popular among the men.3. Theproducts are widely consumed in the metros and because of the price itspenetration towards rural areas is limited.4. Itsprice is relatively high compared to the competitors so it’s difficult for themto enter into price sensitive areas.5.
Portfolioof Unilever will affects Dove’s credibility also6. Theyare facing many critics against their real beauty campaign.7. AdvertisingexpensesOPPORTUNITIES1.
Todaymen are becoming more aware about the body care and conscious in body carecategory. They can target men also2. Unileveris active in more than 150 countries so that Dove can expand more.3. Targetmarket is increasing – Income of people is increasing so more people are buyingcostly products for body care.4. Body wash is one of the leading segments inthe market and continuously increasing its sales.5.
Theycan launch natural products.6. Theycan associate with fashion world.7. Researchand development of new category products.THREATS1. Increasingnumber of competitors day by day can affect the business of the brand.
2. Nowa days people prefer natural products like Patanjali.3. Duplicateproducts which imitate Dove can affect the image of the brand.4. Maturitystage in the product life cycle of Dove.5. Somedoes not believe in inner beauty which is their advertisement.
6. Consumerallergies. PORTER’SFIVE FORCES 1. Threats of new entrantsThreat of new entrants is very high.
Now a day theinformation which people getting through the different media is very high.There are many brands with same or better quality than of Dove. The Switchingcost is very low people are ready to try new product s from different brands.sothey need to maintain their brand image and trust of the people. Brands like Patanjaliand Himalaya are coming with new a natural product which is obviously a threatfor the Dove.
•Low entry barriers- When barrier are less, there isno difficulty for new competitors to enter the market. In soap industry thereis not much difficulty to enter.2. Threat of substitute productsThere are many substitute products for dove soapcategory some of them areCompanies like Himalaya and Patanjali are coming upwith herbal beauty bars and most of them use face washes instead of soaps for cleaningtheir face. Dove soap isalternatively used as a moisturizer since ¼ th of it is cream but most of thewomen use cream separately so moisturizing cream is also a substitute product.Liquid body washes of Lux, Lifebuoy etc.Soaps of other categories like antiseptics andlotions like Dettol, Savlon etc. 3.
Bargaining power of the suppliersThe product is mainly made up of palm oil and sincethere is increase in the prices of palm oil there has been a change in theterms and conditions with the present supplier. The bargaining power of thesupplier is of moderate force since they need large number of suppliers areneeded.Before they were using animal fat but because ofcertain regulations they are using vegetable oil so they need to change theirsuppliers.4. Bargaining power of the buyers.Bargaining power of the buyers is very high.Information which people are getting through the different types of media isvery high.
There are many brands with same or better quality than of Dove. TheSwitching cost is very low people are ready to try new product s from differentbrands. The people are ready to experience premium products since their incomelevels are increasing.5. Degree ofrivalryThe degree of completion in this industry is pretty high and there aremany big players in this market.Himalaya herbal, patanjali and many other natural products are bigcompetition to the Dove because people prefer ayurvedic than artificial ones.
Pears and Lux are other main competitors of the Dove. Large industrysize is also a reason for competition there are even many local brands likemedimix who is a competitor of Dove