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SWOT Analysis of Dove Soap 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
Deep Moisturizer for Dry Skin

STP
Segment
Personal Health Care – Soap , Hair Care & Deodrants

Target Group
Targets women of all ages, shapes & sizes

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

SWOT Analysis
Strengths
1. Dove contains 1/4 moisturizing cream
2. Zero pH levels
3. Flagship product of HUL with strong brand awareness through advertising and branding
4. Promises not to leave any residue on the skin

Weaknesses
1. Highly priced for the Indian Market
2. Targets only the female segment

Opportunities
1. Can target male audience
2. Continuous innovation

Threats
1. Increased Competition in this market segment
2. Popular only in Metro cities
3. Only for higher income and upper middle class group


Competitors
1. Olay (Procter & Gamble)
2. Neutrogena (Johnson & Johnson’s)
3. Beirsdorf’s (Nivea)