HIRACHAND NEMCHAND COLLEGE OF

COMMERCE, SOLAPUR

BBA Section

Seminar Report

On

Individual Product Decisions of

Dove Beauty Bar

Presented By

Name – Vaishnavi Ashok Pogul

Roll No. -3845

Class – BBA-III

Subject – Marketing Management – II

Submission date – 11/03/2023

Submitted To – Dr. Rajni kshirsagar Ma’am.

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INTRODUCTION OF COMPANY – UNILEVER

Unilever plc is a British multinational consumer goods company with

headquarters in London, England.
Unilever was founded on 2 September 1929, by the merger of
the British soap maker Lever Brothers and
the Dutch margarine producer Margarine Unie.

Unilever is one of the largest FMCG brands in the world. More than 400
household products of this British multinational brand are used globally
by about 3.5 billion consumers in more than 190 countries daily.

Unilever is organised into three main divisions: Foods and Refreshments,

Home Care, and Beauty & Personal Care.

Unilever's largest brands

include Lifebuoy, Dove, Sunsilk, Knorr, Lux, Sunlight, Rexona/Degree,
Axe/Lynx, Ben & Jerry's, Oma/Persil, Heart brand (Wall's) ice
creams, Hellmann's and Magnum.[4]

Unilever’s Mission Statement

Unilever’s corporate mission is “to meet every day needs for nutrition,
hygiene and personal care with brands that help people look good, feel
good and get more out of life.” This corporate mission statement has
details on what the consumer goods business does and what it needs to do
to satisfy its purpose. The following are some of the main points of
Unilever’s corporate mission:

Goods for daily use

Various aspects of consumers’ lives

Positive effect on quality of life

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INTRODUCTION TO DOVE BRAND

In 1957 Dove launched, it differentiated itself from

competitors by positioning itself as a “beauty bar” as opposed to a soap
(like its competitors), and emphasized that it contained ¼ moisturizing
cream, was gentle and was not drying to the skin like other brands in the
category.
It is the #1 dermatologist recommended brand in India, US, Canada, and
France
Dove mission is to make a positive experience of beauty accessible to all
women.
Dove's logo is a silhouette profile of the brand's namesake bird.
Dove is a well-known personal care brand that sells a variety of personal
care products such as soaps, body washes, and body lotions, hair care, or
facial care manufactured by the Unilever Corporation. The products are
sold in more than 150 countries and are offered for both women, men, and
babies.
One thing we may note in examining Dove’s line of products is that absent
are any sort of makeup or cosmetics supplements. This is because Dove
believes in helping consumers embrace the bodies that they have, and does
not encourage the use of cover-ups, makeups, or concealers. This mindset
led to the 2004 launch of the Dove Campaign for Real Beauty. A
worldwide marketing campaign designed to celebrate the bodies of women
of all sizes and types, Dove’s Real Beauty campaign has been carried on
to this day in the form of advertisements, videos, workshops, sleepover
events, and more.

The Dove brand uses a customer-focused approach and the brand is

positioned as having the consumers best interest at heart in wanting to
empower consumers to be confident in their own skin as they naturally are.
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 INDIVIDUAL PRODUCT DECISION OF
DOVE BEAUTY BAR
Every marketer has to take 3 decisions for individual product as
following –
• Branding
• Packaging
• Labelling
1. BRANDING –
According to American marketing association
“Brand is any name term, sign, symbol, design or combination of
them intended to identify goods & services of one seller from
other.’’
Branding is a process of creating & maintaining brand.
A brand is essentially a seller's promise to consistently deliver a
specific set of features, benefits, and Services to the buyers. A brand
can convey up to six levels of meaning.
1. Attributes – A brand first beings to mind certain attributes.
Dove does not call itself as soap but a beauty bar that is having ¼
moisturizing cream.
Dove has a mild, effective, and gentle formula that thoroughly cleans
the skin without causing moisture loss and dryness. In addition, it
contains ingredients that clear excess oil and sebum from your skin
and improve skin texture.
2. Benefits – Customers are not only buying attributes but also
benefits. Benefits can be further classified as
✓ Functional benefits
The dove provides functional benefit such as gently, moisturising
and not drying to the skin has remained the core differentiating factor
about the brand.

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 Ordinary bar soap has a relatively high pH which can dry and strip
your skin. Dove, however, has a neutral pH that's balanced with your
skin to avoid any damage. It actively cares for your skin, adding
skin-natural nutrients to keep it feeling its healthy best. Ideal for
those with oily skin.
✓ Emotional benefit
The brand has managed to further differentiate itself by offering
intangible value to consumers. It has done this by positioning itself
as endorsing realistic beauty standards by encouraging real natural
beauty in order to build consumers (especially women) self-
confidence, self-esteem and ultimate self-acceptance across all
consumer touch points.
Dove introduced a more emotional concept of "Real Beauty".
The “Dove Self Esteem Project’’ which looks at self-esteem
education to build self-confidence and empower women and girls
across the world to reach their full potential. This positions the brand
as being committed to creating social value and helps to distinguish
the brand from competitors. Consumers emotionally buy-in to the
brand from this aspect as they feel that they are doing the right thing
to help other women and girls that may be struggling with self-
esteem/confidence issues.
[Link] - The brand also says something about the producer’s value.
Dove stated that they hold to the value that beauty is not merely
one dimensional nor defined by a woman’s shape, age, even size of
her body or hair and skin’s colour. Rather than that, beauty is how a
person feels like they are in their best version.
Dove also states that they would like to encourage all women to
reach their self-potential by having them engaged with the
products that offer superior care for the consumers.

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 With these values that Dove promote, quality products that are
cleansing and feminine the characteristics women look for in a
product.
[Link] - the brand may represent a certain culture.

Dove's “real beauty” advertisements capitalize on women embracing

cultural beauty standards. It is associated with peace and the beginning
of a new life, as well as messages of love, ease, and freedom. The bird
symbolizes purity of the soul, openness, and hope.

[Link] - then brand can also project a certain personality

Dove's brand personality is transparent, confident, and inspiring.

[Link] - brand suggests the kind of consumer who buys or uses the
product.

18 to 35 years old women that value natural beauty

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[Link]

Packaging -

Packaging includes the activities of designing and producing the container

or wrapper for a product.

The package might include up to three level of material.

❖ Primary packaging

It’s often referred to as retail packaging or consumer packaging. Primary

packaging holds the product and protects it, but it also has another
purpose. Primary packaging is also designed to attract customers to the
product. Dove has kept their traditional packaging from year 1957
until now only with some slightly changes. The classic packaging for
single bar soap made only of paper and without using glue bonding.
Dove prefer to keep their packaging simple and uncomplicated, while
used white and blue being the predominant colours and only the logo
of Dove on the surface of the packaging as their design. Dove brand
packaging strive for environmental protection.

❖ Secondary packaging –

It is the next layer of packaging and is used to ship products that are already
secured within their primary packaging. Secondary packaging is the
packaging type that holds the individual product units together. The main
goal of secondary packaging is to protect the products, the primary
packaging, and provide branding during shipping.

Secondary packaging is often used as display packaging in retail locations,

such as grocery stores and warehouse stores, and sometimes secondary and
primary packaging can overlap.

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 ❖ Shipping Package –
It is the outermost layer of packaging that’s most often used by
warehouses and manufacturers to ship the products (which are already
wrapped in secondary packaging). The primary goal of Shipping
packaging is to protect shipments during transit. Companies use a variety
of packaging materials to ship their products, including cardboard boxes,
padded envelopes, and bubble wrap.

Following are the packaging elements that a marketer needs to decide.

Let's see what decisions are made about packaging of dove soap.
1) Size – In terms of vertical and horizontal dimension, the box used
for the packaging of dove soap measures 3.5 inches in height and
2.75 inches in width.

2) Shape - The package has a rectangle shape.

3) Material - Standard cartons are used to package Dove soap. Packing
box is typically made of paperboard, a type of thick paper that is
used for packaging and can be recycled.
4) Colour - On their packaging, Dove used white and blue colours as
their predominant colours.
5) Text & Graphic - Dove is written in an attractive way on packaging.
A good font is used. In general terms, the word “graphic” refers to
any visual representation of data. Dove’s packaging also uses
graphics. An image of the dove soap on the front of the package
makes it easier for us to visualize how the soap looks, as well as the
fact that it contains 1/4 moisturizing cream.
6) Brand mark – package should be designed in a such way that it
represents the brand mark. This packaging has the Dove logo on it
to represent the brand, Dove.

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[Link] -

Labeling is a subset of packaging.

Seller must label their products. The label may be simple tag attached to
the product or an elaborately designed graphic that is part of the package.
Labels perform following functions -

[Link] –

A bold, blue-colored dove is written at the top of the product. Labels on

packaging identify Dove as a brand by their [Link] this package, Dove
has made very efficient use of space by printing in every possible way.
Product is printed with brand name in the form of a dove and symbol so
that in any angle, the product can easily be identified.

[Link]

A product description is the marketing copy that explains what a product

is and why it's worth purchasing. The purpose of a product description is
to supply customers with important information about the features and key
benefits of the product so they're compelled to buy.

Dove soap's package states that it contains 1/4 moisturizing creams It is

made with a plant-based cleanser that is pH-balanced. Ingredients used in
products are listed on the packages. Along with the price, the date of
manufacture, and the expiration date, the net weight has also been specified
Unilever's logo can be seen. In addition, each product comes with its own
code. Contact information for customer service and the headquarters
address can be found on the package. On the corner of the product, there is
a social marketing message about helping young girls to build self-esteem.

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3. Grading

It is the #1 dermatologist recommended brand in the US, Canada and

France and strongly endorsed by dermatologists across the world. Each
individual product is graded as the number one dermatologist
recommendation.

[Link] –

Even though Dove promotes their product very effectively, there is no

promotion on the package. Dove prefers to keep their packaging simple
and attractive.

conclusion -
I found one statement on Dove's website while browsing as -“We pride
ourselves on the quality of our packaging. till the date, we have received
minimal complaints about damaged products due to our packaging”.

it proves that the company has successfully implemented all aspects of

packaging in an effective and efficient manner.

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