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Detailed Marketing Mix of Dove and its 4Ps with Company Overview

Updated on: Sep 11, 2021
Detailed Marketing Mix of Dove (4Ps) | IIDE

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Dove is one of the most recognizable cosmetics products in Unilever’s portfolio. It began as a simple beauty soap and has since expanded to include a whole line of personal and skincare products such as soaps, shampoos, conditioners, deodorants, moisturizers, etc. It was also ranked in the Forbes top 10 beauty brand.

In this blog, we will go through the marketing mix of Dove including its 4 Ps. Let’s start by getting to know the firm better.


About Dove

Dove Logo | Marketing Mix of Dove (4Ps) | IIDE

Dove is a personal care brand that is a part of its parent company- Unilever. It was first introduced to the British consumer market in 1957. It is in the FMCG industry, and its primary selling point is that it has shown to be a single product with dual benefits, such as a moisturizer and a basic solution for dry skin. Their consumer base consists of men and women of any size, shape, or age. As its products are more expensive than those of its competitors, the brand has targeted consumers mostly in the upper and upper-middle classes.

Dove sells its products in around 150 countries and its logo is a silhouette profile of the brand’s namesake bird.

So, now as we have an idea about the company, let’s move to the marketing mix of the company-


Marketing Mix for Dove

The term marketing mix refers to the foundation model of a firm, which has historically centred on the product, pricing, place, and promotion (4Ps). The marketing mix is defined as a collection of marketing strategies used by a firm to fulfil its branding objectives in the market.

As a result, it covers all aspects of a company’s marketing and commercial strategy. Let’s take a look at Dove’s Marketing Mix.


1. Product Strategy of Dove

Dove products are made using key components such as vegetable oils, synthetic surfactants, salts of animal fats, and moisturizing cream. The basic product line of the company is body washes, shampoo, soaps and skincare products. 

Dove Products | Marketing Mix of Dove (4Ps) | IIDE

Some of its products include:

  • Facial care products – Dove Deep Pure Face Wash
  • Hair Care products- Dove Oxygen Moisture Conditioner
  • Moisturizers/lotions – Dove Go Fresh Bathing lotion, Dove Purely Pampering Shea butter and warm Vanilla Body Lotion
  • Dove Go Fresh Bathing Bar, Original Cream Beauty Bathing Bar
  • Body Wash – Dove Go Fresh Body Wash
  • Deodorant/antiperspirant – Dove Original Antiperspirant Deodorant Stick

The company is continuously expanding its product lines and is entering new markets to increase its customer reach and make available some products for every kind of customer.


2. Price Strategy of Dove

Dove Products | Marketing Mix of Dove (4Ps) | IIDE

Dove is positioned as a luxury product in the market, yet the firm has a well-integrated pricing strategy for its products, which involves maintaining its price policy reasonable and cheap while being distinctive when compared to its competitor’s products.

Its products are slightly more expensive, but the brand has benefited greatly from the quality of its products, allowing it to effectively execute its pricing policy.

Consumers see Dove as a high-end product and are thus ready to spend additional money on high-quality items that will help them enrich their personal care experience. They have implemented a value-added pricing policy for all of their products since buyers typically associate high prices with high-quality items. 


3. Place and Distribution Strategy of Dove

Dove Showroom | Marketing Mix of Dove (4Ps) | IIDE

Dove is a multinational brand with a global reach. Its network is stretched around the world, and its products are manufactured in nations such as the United States, Thailand, Turkey, South Africa, the Philippines, Pakistan, the Netherlands, Mexico, Ireland, Germany, Israel, Indonesia, India, and China. 

With the aid of a good and effective distribution chain, products are marketed in almost eighty countries. Manufacturers from retailers to customers are served via general stores, retail stores, convenience stores, discount stores, supermarkets, malls, and hypermarkets.


4. Promotion Strategy of Dove

Dove Promotion | Marketing Mix of Dove (4Ps) | IIDEDove Promotion | Marketing Mix of Dove (4Ps) | IIDE

Dove has a high level of brand recognition in the consumer market, which has been achieved through branding and advertising. Marketing policies have a significant influence on the creation and development of the brand. Advertisements for many Dove products are shown on various television networks as well as on radio. It has also used print media to sell its products, placing advertisements in newspapers, magazines, and billboards.

They have implemented a unique promotional strategy with a purpose added in it, rather than employing a superstar, they choose women to show the difference between before and after use of their products. In their advertisement, Dove typically shows clearer but natural skin in their ads rather than over-edited faces with visible make-up that gives out a false message.  Ads use the phrase “real beauty” in the context of confidence, resulting in a strong client base of its own. It also has a strong social media presence on Twitter and Facebook.

So, that was the marketing mix of the company, let us also understand the competitive analysis for Dove to know the real position of the company.


Competitive Analysis of Dove

As Dove is in the personal care industry, it faces tough competition from various other brands. The industry is moving at a very fast pace with the launching of new products frequently. Dove is trying to be a market leader by staying relevant to the trend and by doing extensive market research.

Some of the top competitors of Dove are-

  • Olay
  • Nivea
  • L’Oreal
  • Lancome
  • Neutrogena





Dove is a well-known personal care brand and is one of the world’s most popular skincare brands. Aside from its unique composition, which distinguishes it from other soaps and cosmetic products on the market, its marketing approach has also given it a distinct advantage. Its smart marketing techniques have helped it increase its market share and strengthen its client relationships. Dove’s product line has expanded with time without hammering the quality, and an increasing number of individuals have joined its effort to shatter false beauty standards.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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