SEGMENTATION, TARGETING AND POSITIONING

Dove falls under the umbrella of HUL and offers an assortment of personal care products.It offers 23 body washes, 15 body bars and products in hair care, skin care, body lotions and deodrants category. Dove face wash hit the markets in 2011. It is available in three variants namely:

Three variants of Dove face wash in market

1. Dove Deep Pure face wash
2. Dove Beauty Moisture
3. Dove Go Fresh

Dove has been considered as a premium brand in the market. If we compare Dove products with competing brands such as Pears, Olay, L’Oreal Garnier, Ponds, Fair n Lovely etc. it has maintained an image above the rest through its unique segmentation, targeting and positioning.

Segmentation

Market Segmentation can be done as shown in the diagram below:

Merket Segmentation

However, as a brand Dove segments the market in the following ways:

1. Dove has claimed 1/4^th moisturizing cream in its products. Be it soap, body wash, body lotions or face wash. A survey was conducted to find out the segment of people who would prefer scent and miosturizing cream in the skin care products they use.
2. Market Analysis:The analysis will show the preference of people in terms of the kind of products they like to use.40% : moisturizing properties and fragrance. 40% : frangrance free and medium moisturizing. 20%: products depending on skin type.
3.  Demographic Segmentation:
   
   -Under this segmentation. Dove focusses on all women above 18 years.
   -These incluide women who are conscious about skin care.-They want to use quality products of the skin.-They have good purchasing power.
4. Psychographic SEgmentation
   
   
   -Dove uses psychographic segmentation, where it aims to create psychology in women that beauty incorporates in all stages of life.
    -Beauty is present at all ages, sizes and body shapes.
    -You need to feel and celebrate you skin and body.-We can say that Dove has a unique approach of concentrating on real people even in their advertisements.-They do not take any celebrities in their promotions for better connect with the customer.-Women should feel good and look good not only from outside but also inside.

Targeting

We care for your skin.

-The target group of Dove is particularly women above 18 years. 

-The brand says they target women of all ages, shapes and sizes.

- Women who are concerned about skin care and belong to high income groups who would spend extra for a good quality product.

- Dove wants every woman to believe that. “You are beautiful the way you are.

-Primarily Dove targets working women who do not have much time for their skin and thus, will be inclined towards a product which has both moisturizing and cleaning properties.

-These working women in the age group 21-35 have purchasing power for quality products as well.

-They always want to be ready, be it at work or at home. Client Presentations, hectic work schedules, long working hours, and deadlines are a part of their daily routine.

-We can say. They target high income groups who would be willing to pay Rs. 90/- for 50g face wash tube.

Positioning

Celebrate your real self

-Research has shown that 80% of all purchase decisions are made by or influenced by women.

-Dove realized that it is critical to position the brand and market it to women. 

- Since 2003, Dove positioned itself through a gender-specific brand positioning.

-Dove Deep Pure face wash has been positioned as a beauty product in the market.

-In 2004, dove launched the ‘Real Beauty Campaign’. The brand realized that women are not interested to know about products that will help them look younger and prettier. Instead, they want to feel beautiful in their own skin.

-The Real Beauty Campaign celebrated women in their own sensual skin with a series of advertisements that without any PhotoShop elements used on women in the ads.

-The campaign took a step further, when Dove launched a video where they showed  evolution of a woman in an advertisement when different PhotoShop elements are applied on her body. Totally different!

Thus, from a brand in skin care category which was positioned as a personal care brand completely transformed itself as a beauty brand and gained momentum in the market. It is a good example of how good positioning can be a boon to a brand’s strategy.