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Consumer Behaviour

Introduction to the brand

Dove is a personal care brand owned by Unilever. Dove products are manufactured in the Netherlands, United States, Germany, Ireland and Brazil. The Dove trademark and brand name is currently owned by Unilever. Dove's logo is a silhouette profile of a dove, the colour of which often varies.
Dove's products include: antiperspirants/deodorants, body washes, beauty bars, lotions/moisturizers, hair care and facial care products.
Dove soap was launched in the United States in 1957, years after Unilever acquired soap factory De Duif (Dutch: The Dove) in The Netherlands, from which the English brand name Dove is derived. Dove has been positioned throughout its history without referring to it as "soap", but as a "beauty bar" with one-fourth cleansing cream.

Dove has a great consumer following and has established itself as a premium Soap or rather a beauty bar in the market as well as in the minds of the consumer.
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Target Audience

The target audience for Dove is basically

• Women who want to care for their skin

• Who want to look and feel their personal best

• Aged 30 – 50

• Beginning to feel the effects of dry skin

It has been observed that the core target audience of dove are women who are home makers or are working professionals Mostly they are the middle aged women who want beautiful skin and are not swayed by the fairness which other soaps offer. They don’t mind to spend that little extra because dove promises them wonderful skin and does not make false promises.

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What is consumer Behavior?

The decision making process in acquiring, evaluating, using or disposing of goods and services.

It shows that why would someone want to buy.

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Questionnaire prepared in order to study the consumer’s view on the Dove bar

In order to study the consumer behavior for dove we carried out a survey wherein we questioned 20 people about their views on the brand. The following questions were asked in the survey.

Which soap do you use?

What is that you like in dove?

How did you start using dove?

If not dove then which soap do you use and why?

What is that .that you don’t like in dove?

Would you switch over to dove if its prices were reduced?

The following was the analysis of the questionnaire:

• 60% of the respondent use Dove

• Majority of them are housewives who are above the age of 30

• For most of them dove gives additional benefit of a moisturizer, very mild, chemical free

• Most of them started using Dove through advertisements

• Introduction of a Skin whitening product should not leave a greasy effect, oil-free soap.

• Its competitors had benefits for oily skin, more lather,

• Good fragrance and Cost-effective.

• 75% people would switch to Dove if the price would fall

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COMPETITORS AND THEIR STRATEGY

Every brand has its competitors, so does Dove.

The main competitor of dove is Nivea soap, Neutrogena Bar, Olay Soap. And the indirect competitor is Pears even though it belongs to the same parent brand it is considered a competition mainly because of its availabity for the oil-free skin users.

Nivea is a premium brand like Dove only but the benefits that dove provides is the long lasting fragrance, the feel-good factor, the in-built moisturizer which leaves the skin baby soft, the soap lathers very easily, it is meant for basically for those customers who are looking for a quality and gentleness in a soap.

On the other hand Nivea is a bit more expensive and does not give a rich lather It also contains Almond Oil, which some people may be allergic to. Consumers think that it doesn’t lather as well, or make them feel as 'fresh' as some other soap

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BRAND PERSONALITY

The consumer has developed the following personality for Dove

• Honesty: Dove is already a trusted company brand; it does not give its users false promises to make them fair.It say that it will make enhance their beauty without changing them into someone else. It is an honest brand..Even in the Dove ads like the Beauty ad campaigns it always focuses on Real Women, Real Beauty.

• Purity: As said before Dove is already an honest and a trusted brand it goes without saying that it would be also be pure.

• Feminity:As the target audience of Dove is already women, it is always associated with feminity

• Optimism: As you experience the feel-good factor after using Dove, you have a feeling of optimism that goes along with it.

• Inner confidence: A trusted brand, A trusted company, An honest brand, a pure brand, a feminine brand….So automatically it boosts up the inner confidence of its users.

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Factors influencing consumer behavior

Internal factors:

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Emotional and Rational benefits.

There are many emotional and rational benefits which are attached to dove. The rational benefits includes that it contains ¼th moisturizing cream also it is recommended by doctors and dermatologists.

How ever the emotional benefits attached to dove influence consumers largely to buy the soap. First of all it is endorsed by users. There is not a single ad campaign wherein dove has used beautiful models or actresses. Secondly the ads convey the message that it is a non biased soap and that it does not make distinction on skin colour.While carrying out the survey we came across a lady who had switched to dove from Johnson and Johnsons because the baby was getting rashes on her skin .Thus dove being mild was suitable for the baby’s skin. So if dove introduces a soap for babies it surely can give a huge competition to Johnsons.

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What is consumer insight?

Consumer insight is basically the need or want of a consumer which is not being fulfilled .The marketer needs to understand this and develop a product to satisfy this need or want of the consumer. Dove has very well understood the insight of its consumers.

Insight expresses the totality of all we know from seeing inside the consumer. Key insight is seeing ‘inside the consumer.

The key insight for dove is:

Soap leaves skin feeling dry and tight’

Dove won’t dry my skin like soap can,

because it contains ¼th moisturizing cream’

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• This report highlighted how 3,200 women from 10 countries feel about beauty

• found only 2 percent describe themselves as “beautiful,”

• while 31 percent describe themselves as “natural,”

• 29 percent as “average,”

• 9 percent as “attractive,”

• 8 percent as “feminine,”

• 7 percent as “good-looking”

• 7 percent as “cute.”

• Additionally, the study found 42 percent of women strongly agreed they felt uncomfortable describing themselves as beautiful and, while most women defined their beauty and attractiveness as 9 average,

• They felt their body weight was too high.

Source-www.awpagesociety.com/images/uploads/Dove

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Real Beauty Campaign

The Dove Campaign for Real Beauty is a worldwide marketing campaign launched in 2004 that includes advertisements, video, workshops, sleepover events and even the publication of a book and the production of a play The principle behind the campaign is to celebrate the natural physical variation embodied by all women and inspire them to have the confidence to be comfortable with themselves .A similar ad campaign was launched in the United States and Canada shortly afterward]. Dove's partners in the effort include such marketing and communications agencies as Ogilvy & Mather, Edelman Public Relations, and Harbinger Communications (in Canada).
The launch campaign featured normal women of different shapes and sizes recruited in a number of ways; one was approached in the street, another answered an ad which was placed in a local South London newspaper.
The campaign was shot by the British portrait/fashion photographer Rankin who has made a career out of subverting fashion photography and who has also produced several books featuring ordinary-looking people.
As part of this campaign, in 2006, Dove started the Dove Self-Esteem Fund that claims to change the Western concept of beauty from ultra-thin models with perfect features to making every girl (and woman) feel positive about her looks, no matter what they are. In an effort to promote the Fund, Dove ordered a series of highly-successful online-based short films promoting the self-esteem concept, which included Onslaught and evolution.

Evolution
Evolution is an advertising campaign launched by Unilever in 2006 as part of its Dove Campaign for Real Beauty. The movie basically concentrated on how by using makeup and effects in Photoshop a normal or average looking female can get the looks of a supermodel. Dove has throughout its campaign concentrated on Beauty is not about how you look but it is about how u feel.
Dove campaign never encourages women to undertake unhealthy weight loss like the other campaigns do.It never discriminates on the basis of colour.it never claims that it can make you look fair.It only talks about Beauty which is skin deep.

Onslaught
Onslaught is one more short film made by Dove. it shows that how the Advertising industry bombards the consumer with images of beauty ,how it affects young children .specially young girls who become conscious of looking good at an early age and who want to opt for surgeries and cosmetic treatments .In a bid to advertise and market their products the beauty industry is playing with these young minds.

All in all Dove as a brand always has tried to promote the right and the REAL thing.

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Conclusion

Dove as a brand has developed a special place in the minds of the consumers. It is a premium brand a true one and also purest to the core. Consumers react in a very good way when they hear about dove. A dove user is someone who believes in simple living but high thinking. She is someone who likes natural beauty and does not have any double standards about it. Finally we would like to conclude that the use of a soap or cream is not going to change the human nature. Human nature is something that will take a longer time to remodel. Thus it really doesn’t matter as to which soap or cream you use.

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Perception

A consumer has five psychological tools which he uses to perceive a product or a brand.

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Using these tools the consumer form a perception about the brand.For example by seeing dove ads or dove as a brand the consumer uses the tools in the following ways.

• Emotion-Happy

• Experience –The consumer trusts Dove as a brand

• Knowledge-Believes that it will work wonders for his skin

• Reason-It is a good soap

• Personality-A non biased soap

Thus a perception of dove is formed in the minds of the people.

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CONSUMERS VIEW ON THE BRAND

I Am Lovey Dovey Over It.”

My skin never felt better”

Love the Dove”

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It works well and doesn't irritate skin