Dove Case Study

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new beauty cleansing bar clinically proven for dry skin with a quarter of moisturizing cream. Dove Cream Bar has been marketed to consumers with the promise “Dove is different” for the last 50 years globally. To help women find the real beauty, “Dove makes nourishing body wash, deodorant, body mist, shampoo, conditioner and styling aids all designed” (dove.com). From 2010, Dove extended their target market to men. “Dove launched Dove Men+Care of Face and Body Wash, Bars, an Active Shower Tool, and Antiperspirants and Deodorants designed to help him be comfortable in his own skin.” (dove.com) The successful advertisement and credible product make Dove to be the leader of the industry globally. In 2013, Dove had 173,000 employees in over than 100 countries worldwide. In 2014, Kantar’s Brandz ranking placed Dove as the world’s 8th most valuable personal care brand, with an estimated value of $4.8bn.

Dove segments the market in several ways. First of all, Dove use demographic segmentation. The target market of the brand is all women above 18 years old who are conscious about skin care and beauty with good purchasing power. Additionally, Dove uses psychographic segmentation to create psychology in women that what is the real beauty and let women trust the brand can bring them the real beauty not only from outside but also from inside.

Comparing with Dove, old spice, the most original brand for men’s fragrances,is focusing more on men’s care. Old spice’s target customers are the men want to smell good and the women who want their men smell good. Old spice uses demographic segmentation to the market. Most of their customers are men and the brand focuses on how to make men smell better. Thus, the brand segments their market to the young males. Furthermore, Old spice uses psychographic segment. The better smelling can make one to be more attractive and help increase the self-confidence.

Bath and body words is a young and popular body care brand in US. Besides the body care products, the brand also provides fragrance products for both men and women. The goal of Bath and body words is to “create the scents that make you smile.” Different from Dove and Old spice, the target market is larger because of the fragrance products. “Bath & Body Works has reinvented the personal care industry with their introduction of fragrant flavorful indulgences, including shower gels, lotions, candles and accessories. With a focus on creating and offering the best products, and an emphasis on innovation from nature, Bath & Body Works is destined to become the ultimate personal care destination.” (BathandBodyWorks.com) The Bath & Body Works uses demographic and psychographic to segment the market. In the Bath & Body Works target market, women accounted for nearly 90% of all respondents of course and the largest represented age group was the age group between 36 - 45 range accounting for 83% of the population. Bath and Body Works use psychographic segment by helping the customers improve their emotional and physical being by the nice and natural fragrance.