COMPETITION

Growing concern towards skin care 

Due to Dove’s wide array of products, there are many competitors. Theoretically, any company who produces lotions, soaps, body washes, deodorants, or any other similar body care products could be seen as competition to the brand. However, based on product category ‘skincare’ and more importantly product form ‘face wash’, we can classify the various competitors as mentioned below.

DIRECT COMPETITOR

A direct competitor for any brand

·         Will offer same values.

·         Will make difference only on the basis of image and customer perceived value.

·         Will have almost the same price and availability.

Direct competitor can also be called as the primary competitor of the product.

Dove has been positioned as a beauty brand particularly for women in 21-50 age group.
They are working women who generally do not get time to look after their skin due to busy schedules. However, they are well aware about the trade offs of such lifestyle on skin and health. They want to look beautiful all the time be it at work presentations or at home.

The direct/primary competitors are the brands such as:

1. Lakme
2. Olay
3. Ponds
4. Vivel
5. Clean ‘n’ clear
6. Fair ‘n’ lovely
7. Neutragena
8. Lotus
9. Fiama di wills

INDIRECT COMPETITOR

An indirect competitor for a brand offers almost similar value. It has certain features which are different compared to the brand. In the case of DOVE face wash, all the brands that are not primarily aimed as beauty products for women are secondary competitors.

Brands like

1. Nivea
2. Pears
3. Garnier
4. Emami
5. Joves
6. Himalaya

The above mentioned brands have face wash for both men and women and not positioned as beauty products.

Apart from this,

• Face wash that prevents acne from any brand can be considered as indirect competitor. Eg. Himalaya Neem Face wash, Garneir Neem and Tea tree oil etc.
•  Anti aging face wash is another variant. E.g. Olay Anti Wrinkle face wash.
•  Sun block face wash. E.g.  Lotus Sun-Block face wash.

POTENTIAL THREAT

The biggest threat for the face wash industry is Soap. Many customers prefer soap over face wash primarily because:

•  Difference in price of the product.
•  Habit of using the soap.
•   Less awareness regarding product value.