CUSTOMER DECISION MAKING PROCESS (CDM)

MARKETING GOAL OF Dove

The basic statement of Marketing Goal of Dove is as follows:

“Dove wants to target all ages, shapes and sizes of women to let them believe through the use of their products that beauty doesn’t depend on external factors, rather beauty lies in you. Dove tries to help women with its tactics to believe the real beauty present in them.”

It reflects in their marketing campaigns whether, it’s an ad, or any other marketing campaign.

“WHO BUYS THE PRODUCT?”

Initially Dove was positioned as beauty brand for women. However, they repositioned themselves in 2010 to cater to the needs of new age men. But even today the product line is more popular as a beauty product brand among women than men.

Particularly the customers for Dove Deep Pure face Wash includes:

·         Women who use beauty products.
·         Women who are well aware about beauty and care of their skin.
·         Women having minimum purchasing power for the product.

DEMOGRAPHIC SEGMENTATION

·         Women: 21-50 age group.
·         Working women.
·         High income groups & upper middle class.

PSYCHOLOGICAL SEGMENTATION

·         It tries to change the psychology of an average looking woman that it can look equally beautiful.

The question that comes to mind here is:
“Why did Dove positioned itself as beauty brand for women?”
The target segment was selected on the basis of product features (moisturizing, cleansing, dirt free skin, pore cleansing etc.) and buyer traits for buying product. The 1/4^th moisturizing cream mantra of Dove soap launched in 1955 positioned it as a beauty brand. The legacy continued for other categories in the same product line.

PROBLEMS SOLVED

·         Dirt free pores
·         Prevents acne
·         No dryness after face wash.
·         Moisturized smooth skin.
·         Soft and fresh face after wash.

ATTRIBUTES

·         Cleansing: It cleanses and removes excess sebum clogged deep within your pores for soft and smooth skin.
·         Moisturizing: It contains NutriumMoisture which replenishes skin from deep within giving it a bounce and shine.
·         Scrubbing: It has fluffy micro-puffs that are 10x or smaller than scrubs which penetrate deep within your pores and cleans off dirt just like scrub does.

DECISION MAKING

First timers

·         For first timers, word of mouth, advertisements, discounts on the product, complementary schemes are motivating factor.

·         Growing awareness for soft, smooth and glowing skin is another reason for purchasing such a product.
·         Trial due to brand popularity.
·         Attractive features of the product in skincare category.

Repeat Customers

·         Value provided by the product as per its price.
·         Visible results
·         Loyalty towards the brand.
·         Trust developed over the time.
·         Availability in the market.

DELIBERATION

The major consideration in a customer’s mind while purchasing the product is the value provided by the product and the cost the customer has to bear in return for the value.

Dove Deep Pure face wash provides various skin solutions to cement the customer’s decision to buy this particular product.

The various skin solutions provided by the product are mentioned below:

• Cleanses pores.
• Smoothens skin.
• Makes skin smooth and soft.
•  Refreshing experience
• Prevents acne