Previously, we discussed the intensive marketing strategy of Colorbar, one of the leading beauty brands in India and across the globe. In this case study, we’ll be explaining, in brief, the buyer persona, and digital marketing strategy of Dove, one of the leading personal care brand in India.
In order to understand the Marketing Strategy of Dove, our students, Anurag Shisode, Tanzim Shafi, and Moinuddin Jetpurwala made a comprehensive analysis of the brand’s online presence, buyer persona, and campaign strategy to overcome such problems and media planning. Before we take a deeper dive into the research, let us understand a bit more about the company.
Dove is a personal care brand owned by Unilever, the parent business. In 1957, it was first made available to the British public. It belongs to the FMCG sector, and its main selling feature is the fact that it has been demonstrated to be a single product with several uses, such as a moisturizer and a straightforward treatment for dry skin. Men and women of every size, shape, and age make up their customer base. Due to the higher cost of its products compared to those of its rivals, the brand has mostly targeted consumers in the upper and upper-middle classes.
Dove’s heritage is founded on moisturization – proof, not promises, propelled Dove from a Beauty Bar to become one of the world’s most popular beauty products. Dove now offers a variety of products, including body washes, hand and body lotions, facial cleansers, deodorants, shampoos, conditioners, and hair styling products, all of which are based on the universal premise of genuine care.
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 further.
Let’s take a look at the Digital Marketing Strategy of Dove
To obtain an accurate picture of the brand’s advertising campaigns, the student team conducted a brand audit for Dove. This audit is the result of primary research (interview-based survey reports) and secondary sources (media publications, research papers, and articles.)
Market Research for Dove
Social Media Platform Audit
A thorough social media audit has been done by the students to understand what part of Dove’s social media strategy is working and what they can do better. After taking a look at their Instagram, Youtube, Facebook, and Twitter they submitted an analysis
Here are a few suggestions that are presented by the students :
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 hampering the quality, and an increasing number of individuals have joined its effort to shatter false beauty standards.
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