Dove SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 40791
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SWOT Analysis of Dove with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Dove

Parent Company

HUL (Unilever)

Category

Personal Health Care – Soap

Sector

FMCG

Tagline/ Slogan

Everyday Moisture is the key to beautiful skin

USP

Dove provides deep Moisturizer for Dry Skin

Dove STP

Segment

Personal Health Care – Soap , Hair Care & Deodrants

Target Group

Targets women of all ages from the urban households

Positioning

Dove is committed to help all women realise their personal beauty potential by creating products that deliver real care.

Dove SWOT Analysis

Strengths

1. Dove contains 1/4 moisturizing cream
2. Dove has got an excellent market presence owing to string advertising and marketing exercises
3.  Flagship product of Unilever with strong brand awareness through advertising and branding
4.  Promises not to leave any residue on the skin

5. Dove products are available in more than 80 countries worldwide

6. Apart from soaps, products like bathing gel, shampoos, conditioners, creams, deodorants are also a part of the product line

7. Dove products are available through an extensive supply chain network of Unilever at leading supermarkets, stores & even online

Weaknesses

1. Intense competition for Dove in the FMCG market means limited growth in market share
2. Targets primarily only the female segment & products not to popular with men

Opportunities

1.  Can target male audience more purposefully
2.  Dove can increasing its reach by further geographic expansion

3. Involvement of students from colleges & tieup with corporates can open a new opporunity

Threats

1. Increased Competition in this market segment can affect business of Dove
2. Global business can be affected by government policies and fluctuating economies
3. Fake imitations of the brand can affect Dove's image

Competition

Competitors

1. Olay Natural White
2. Lux
3. Nivea


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