PRODUCT LIFE CYCLE (PLC and ILC ELEMENTS)

Dove launched two varieties of face wash in 2011 for dry to oily skin.

1. Dove Deep Pure
2. Dove Go Fresh

Both the products are promoted as beauty face wash primarily for working women.

LIFE CYCLE STAGE

For any particular product the various stages in a product life cycle include:

1. Research
2. Product Development
3. Introduction
4. Growth
5. Maturity
6. Decline
   

   

   Product Life Cycle
   Here, innovation involves both research and product development stage.

   
   

The new product Dove Deep Pure face wash grew extremely quickly in the market due to the strong reputation and the success of many products launched by the brand in skin care category earlier. Their products have been in the market for over five decades.

The product Dove Deep Pure is in the “maturity” stage. The product has cleansing, moisturizing and scrubbing properties. It is an all season product and can be used entire year. Thus, the life cycle of the product can be called as a long period.

The product life cycle for the women’s face wash would be considered to be in the mature stage of the cycle. As a whole, Dove is trying to maintain the status and maturity of the brand’s face wash.

POTENTIAL GROWTH PRODUCT SEGMENT

1.      The acne face wash, is considered to be in the growth phase. It was launched few years ago.  The brand does not have much visibility in the acne section where players like Himalaya, Neutragena have captured a considerable share of the market.

2.      The men’s care line within Dove’s brand has much more room for growth due to the fact that their market share is much lower than other women’s brands.

QUALITY AND PROMOTION

Outside of the “offers” tab on their website, Dove realizes how important the health of their consumer’s skin is and takes pride in the quality of its products. Dove has the option for loyal customers to become a Dove Insider, which includes first-looks at products and exclusive savings.

Dove’s mission says that “Dove is committed to building positive self-esteem and inspiring all women and girls to reach their full potential—but we need your help (Dove.com).