MODULE 1: INTRODUCTION

HINDUSTAN UNILEVER LIMITED

INTRODUCTION TO COMPANY PROFILE:

In 1931, Unilever set up its first Indian subsidiary that is Hindustan Vanaspati Manufacturing
Company followed by Lever Brothers India Limited (1933) and United Traders Limited
(1935). These three companies merged to form Hindustan Unilever limited in November
1956. It is headquartered in Mumbai. HUL is one of the world’s leading suppliers of fast-
moving consumer goods. It is committed to sustainable and responsible business practices.
The company has set targets in order to reduce its environmental impact and has also took up
several initiatives in order to promote sustainable living. HUL has undertaken several societal
development programs mainly in the field of health, education and livelihoods.

HUL has best known brands and they are used by 2 million people every day. HUL has been
rated as the most innovative company in India. With nearly 90 years of heritage in India,
Hindustan Unilever Limited (HUL) live with a purpose to make sustainable living common
place.

HUL has more than 50 brands with different categories such as tea, coffee, oral care,
deodorants, food, frozen desserts, ice cream, skin care, hair care, fabric solution, home and
hygiene, life essentials, etc... Its portfolio also includes leading household products such as
wheel, glow and lovely, wheel, dove, Vaseline, sunsilk, clinic plus, Lakme, pepsodent, etc...

VISION:

“To make sustainable living commonplace. We believe this is the best long-term way for our
business to grow.”

MISSION:
“To meet every day needs of people everywhere and anticipate the aspirations of our
consumers and customers, and to respond creatively and competitively with branded products
and services which raise the quality of life.”
The mission statement of HUL highlights the HUL’s commitment to meet the everyday needs
of people by offering high quality branded products and services.

VALUES:

“Our history is a story of growth powered by ideas and values. Products, brands and profits
followed in their wake. And while we will change to meet the challenges of our times, our
values will not”

 Integrity
 Responsibility
 Respect
 Pioneering

MAJOR MILESTONE:

The beginning of an era of marketing, branded Fast Moving Consumers Goods (FMCG) will
go back to the summer of 1888 where, once visitors to the Kolkata harbour noticed crates full
of sunlight soap bars, embossed with the words “Made in England By Lever Brothers”. 3
companies named Hindustan Vanaspati Manufacturing Company, Lever Brothers India
Limited, United Traders Limited merged to form “Hindustan Unilever Limited In November
1956”. From the early years, HUL has vigorously responded to the stimulus of economic
growth. The growth process is always accompanied by judicious diversification, with Indian opinions
and aspirations.

The liberalisation of the Indian economy which was started in the year 1991, marked a turn in
HUL. Because of this the company’s growth curve has also started improving. The company
removed the regulatory framework in order to explore every single product and also the
opportunity segment, without any restrictions on production capacity.

Deregulation permitted alliances, acquisition and mergers. In the erstwhile Tata Oil Mills
Company (TOMCO) merged with HUL with effective from the financial year 1993. In 1996
Tata Company and Lakme Limited formed a 50:50 joint venture. In 1998, Lakme limited sold
its brand to HUL and divested its 50% stake in the joint venture to the company.

Later, HUL formed a 50:50 joint venture with the US based Kimberly Clark corporation in
1994. It is a company which deals with Huggies diapers and Kotex sanitary pads. HUL set up
a subsidiary in Nepal as Unilever Nepal Limited, they represent the largest manufacturing
investment in the Himalayan Kingdom. Companies like Pond’s, Brooke bond, Kwality ice
creams, surf excel were merged with HUL.

Initiatives taken before 2007

 A Historic step was taken in January 2000, the government decided to award 74%
equity in modern foods to HUL.
 Project Shakti was also started in the year 2001.
 Hindustan Unilever Network, direct to home business launched in 2003
 Launched “Pure it” water purifier in 2004

After receiving the approval of shareholders during the 74th AGM in 2007 the company
was formally changed to Hindustan Unilever Limited. In January 2010, the HUL head
office is shifted from the Landmark Lever House, at Backbay Reclamation, Mumbai to the
new campus in Andheri (E), Mumbai.

Initiatives taken after 2007

 In 2010, the Unilever Sustainable Living plan was officially was officially launched
in India
 In 2012, the State Of The Art Learning Centre was inaugurated at the HUL campus
Andheri, Mumbai.
 In 2013, HUL launched ‘Prabhat’ – a Unilever Sustainable Living Plan (USLP)
 In 2015, HUL acquired Indhulekha, a premier hair oil.
 In 2018, HUL signed an agreement with Vijaykant Dairy and Food Products
limited(VDFPL) to acquire its ice cream and frozen desserts business
 In 2020, HUL announced acquisition of VWASH

EMPLOYEE STATISTICS:

As of 2021 HUL approximately had 21000 employees. HUL has a diverse workforce with
employees from various backgrounds and skill sets. HUL is committed to provide a safe,
inclusive and supportive environment for all its employees. It has been recognized as the best
company for women to work in India. There are around 34% of women’s in HUL’s
workforce.

MARKETING STATUS OF HUL IN INDIA:

HUL is a company with diverse portfolio of popular brands. The company has strong
distribution network with over 50+ brands across 15 distinct categories. HUL is a dominant
company in the FMCG market in India. 90% of households in India use one or more HUL
brands. The brands of HUL are number 1 across more than 85% of the business. As of 2021,
HUL has a market share of approximately 30% in Indian FMCG sector. The company has
distribution network both in rural and urban areas of India. Lifebuoy is India’s number 1 soap
brand which strengthened its position between 2021 and 2022 during the pandemic.

MANUFACTURING UNITS:

The 38,000-crore company has 28 manufacturing units across India.

It also has a vast network of regional offices, manufacturing facilities, distribution centers
and research and development centers across India.

The company’s products are distributed through a vast network of distributors, wholesalers
and retailers making their products available to every corner.

FINANCIAL HIGHLIGHTS

TURNOVER TURNOVER GROWTH PROFIT AFTER

TAX

RS.50, 336cr 11% RS.8,818cr

EPS GROWTH DIVIDEND PER SHARE CASH FROM

OPERATIONS

11% RS.34 RS.11, 684cr

HOME CARE FOOD AND REFRESHMENTS BEAUTY AND PERSONAL

CARE
RS.16,578cr RS.14,105cr
REVENUE REVENUE
RS.19,460cr
REVENUE

RS.3,193cr RS.2,623cr
EBIT RS.5,354cr
EBIT EBIT
PRODUCT PROFILE OF HUL:

BEAUTY AND PERSONAL CARE:

SKIN CARE HAIR CARE ORAL CARE DEODRANT PERSONAL

WASH
PONDS LOVE,BEAUTY PEPSODENT AXE DOVE
& PLANET
VASELINE SUNSILK CLOSE-UP REXONA LIFEBUOY
AVIANCE TRESEMME LUX
CITRA CLEAR BREEZE
GLOW&LOVELY TIGI PEARS
LAKME TONY & GUY HAMAM
ELLE 18 BRYLCREAM LIRIL
GLOW&HANDSOME CLINIC PLUS
LEVER AYUSH INDULEKHA
PUREDERMA

FOOD AND BEVERAGES:

FROZEN DESSERT BEVERAGES FOOD

KWALITY WALLS BOOST HELLMANN’S
CORNETTO HORLICKS KNORR
MAGNUM LIPTON KISSAN
BRU ANNAPURNA
BROOKE BOND

CONSUMER DURABLES: WATER PURIFIER: PUREIT

WE CHOOSE:

There are numerous products in Hindustan Unilever limited in that we have chosen Dove.

CSR ACTIVITIES:

 Improve the health of the planet

 Climate action
 Protect and regenerate nature
 Waste free world
 Positive nutrition
 Equity, diversity, and inclusion

BRANCHES

MUMBAI MANGALORE MAHARASHTRA MYSURU

KOLKATTA ASSAM PUNJAB TAMILNADU

UTTAR HIMACHAL KERALA AND

PONDICHERRY PRADESH PRADESH MORE…

COMPETITORS OF HUL:

1. The Procter & Gamble Co.

 2. ITC Ltd
3. Nestle India Ltd
4. Tata Consumer Products Ltd
5. Dabur India
6. Marico
7. Bajaj Consumer Care

OUTSOURCING:

HUL has engaged in outsourcing, which is the practice of hiring another company or
individual to perform the tasks or provide services that would normally be done by the own
employees of the company.
HUL outsources some of its manufacturing processes, IT services, sales and distribution
functions and human resource functions to third party companies to take advantage of their
expertise.

SWOT ANALYSIS:
 STRENGTHS WEAKNESS
 It is the most preferred brand in the  It faces an inability to transform its
FMCG market. strategies at the right time.
 It has a high quality of human  It has a slow innovation procedure.
resource.  They have no direct links with the
 It has company which has no debt client.
and has zero promoter pledge.  They have a broad portfolio of
 It has a wide range of brand brands that leads to confused market
portfolio. positioning.
 It has a strong presence across the  The presence of other strong FMCG
world both online and offline. brands has made HUL have a
 HUL has an expertise in distribution limited market share.
channels.  HUL has a limited presence in
 HUL is trusted by consumers for its international market, which limits its
high quality products. growth potential.

OPPORTUNITIES THREATS
 It has an opportunity to expand its  New entrants especially of high-tech
market and horizon outside Asia. companies in the market may lead to
 The growing needs of the new HUL losing its market share.
generations.  The change in preferences of
 HUL can expand its product consumer and change in trends can
portfolio by introducing new shift the demand of consumers of
products or entering new product certain categories or brands,
categories. affecting its revenue.
 HUL can capitalize on growing  Change in government policies and
trend of consumer preferences for regulations can affect HUL’s
organic and natural products. operations and sales of product.

MODULE 2: SEGMENTATION, TARGETING, POSITIONIONG (STP)

INTRODUCTION:

Dove has started its life in the year 1957 in United States. Parent company of Dove is
unilever. Dove is working towards making beauty, as a source of confidence and not anxiety.
The products are manufactured in India, Pakistan, Egypt, Germany, Japan and several other
countries. The products are sold in more than 150 countries and it is offered to both men and
women, and babies and kids. Dove products are well known because they are healthier and
gentle to skin. They offer wide range of products. In the year 2021 this brand was among the
leading three health and beauty brands worldwide.

INTRODUCTION TO SEGMENTATATION, POSITIONING AND

TARGETING (STP):

SEGMENTATION:

Segmentation refers to the process of dividing the market place into different segments or
parts because the company cannot target the whole market as it requires huge cost, time and
efforts. So, segmentation helps in defining, accessing and understanding the market well.
There are also the chances of getting more profits and growth.

TARGETING:

Targeting is the process where the advertiser first chooses his target audience and then he will
advertise to them by using variety of channels. Targeting helps in reaching potential
customers very well. It helps to communicate with audiences more successfully.

POSITIONING:

Positioning refers to the process of creating a image of a product in the minds of the
customers when compared to other products in the market. It helps in creating unique image
of the product. It also indicates the ability of the company to positively influence customers
about its products.

MARKET SEGMENTATION OF DOVE:

1. DEMOGRAPHIC SEGMENTATION

Dove focuses on all the women’s who are aged above 18. They concentrate on the women
who care their skin a lot. They mainly focus on the women who belong to upper middle class
and who has high purchasing power. They also have wide variety of products for men and
children’s also.

2. PSYCHOGRAPHIC SEGMENTATION:

Dove tries to convince women by creating a psychology in them. They say that beauty is
there in every Women irrespective of their colour, body shape and appearance. “You are
beautiful the way you are” is the message Dove promotes and want every woman to believe
it.

3. GEOGRAPHIC SEGMENTATION:

Their marketing campaigns are only for specific regions and countries. The brand tries to
meet the needs of the customers in different regions.

4. BEHAVIOURAL SEGMENTATION:

Keeping in mind the different skin and hair types, Dove produces the products as per these
specifications. So that it will be convenient for all people to use the product. They use the
specific ingredients to address these needs.
TARGETING:

Previous targeting strategies:

 In the past, Dove considered women as their target audience. They made marketing
campaigns and advertisement concentrating only on women empowerment.
 They also targeted only specific age groups like teenagers, middle aged women, older
women with their different products and advertisement.
 They also targeted women with different body types.

Current targeting strategies:

 In the present, Dove has shifted its focus from women to a gender-neutral approach.
Company now makes the advertisement targeting on both men and women and
influence them to embrace their unique beauty.
 They concentrate on reaching the people of different age, body types and ethnicities.
They emphasize inclusivity and diversity.
 Now dove uses social media platforms in order to reach its target audience so this
helps in keeping a connection with its customers and this also encourages them to
share their experience on using the product.
 Companies current approach focuses on inclusivity, diversity and social media
marketing to reach its target audience.

POSITIONING:

Dove has positioned itself by using the successful positioning strategies that is perceptual
mapping. Perceptual mapping is a way of graphing into two or more dimensions it may be in
the product location, brand or group of products in customer’s mind. In case of Dove, it has
broadly classified its products as body wash, deodorants, hair, lotions, man care, derma series
etc.

Dove has used very effective positioning statements for its products;
Example: Body wash – Take one shower challenge. Get softer, smoother skin after just one
shower.
White beauty bar – leaves skin soft and smooth.

MARKETING STRATEGIES ADOPTED BY DOVE:

1. Unique way of advertising: It doesn’t use well know celebrities and models to
promote or advertise their products they; use loyal customers or real people for the
commercials. This helped them to create a brand and to form the strong connection
with people.
2. Emotional appeals and social causes: They mainly concentrate on body positivity
and inclusivity rather than just product benefits and performance. They also came up
with the effective campaigns like self-esteem project and real beauty campaigns.
They also started giving importance to people’s attitude. They are conveying values in
their branding which can be attributed to real life.
3. Marketing only healthy products: Main strength of Dove is that it’s products are
healthy and gentle to skin. To easily connect with audience, as they use only common
people in their advertisement who embrace their natural beauty and encourages others
to use the products as it not only improves the skin but also their self-esteem. These
types of methods will easily connect to the people and increase their trust in that
product.
4. Supports women empowerment: Dove promotes real beauty among women. It also
represents the women of different colours, country, ages etc… It is a trying to break
the beauty stereo types which is present in the economy.
5. Digital and social media marketing: This is to reach the target audience very
quickly in ease and also to engage with them and it helps in building the brand
awareness. If the brands campaigns on social media go viral it will help in increasing
the sales very much.

COMPANY LOGO
UNIQUE SELLING PROPOSITION:

 It focuses on providing gentle and moisturizing beauty products which promotes

positive body image and self-esteem.
 Dove soap is marketed as a moisturizing beauty bar which is less harsh and drying
than the traditional soap.
 It claims that its soap contains unique blend of gentle cleansers and moisturizing
cream which keeps skin very softer and smother just after one use.
 It promotes body positively and self-confidence.
 It promotes positive self-image.
MODULE 3: MARKETING MIX OF DOVE

UNIQUE SELLING PROPOSITION-DOVE

Dove’s tagline ‘Beauty is for everyone’ is surely fulfilled by the brand. The USP of Dove is
that it is not just a soap but is a moisturizing beauty bar with a formulation which is different
from the other brands of soap making it different from the other soap brands.

It advertises it’s products in such a way that the consumers feel it is a daily use product and
not a want.

The objective of Dove is to redefine the standards of beauty and help everyone experience
beauty and body image positively. They care about future generations by helping girls build a
positive self-esteem by ensuring the world is removed of all the toxic beauty standards.

MARKETING MIX OF DOVE (SOAPS)

One of the most recognizable beauty brands of Unilever is Dove. Dove originally sold beauty
bars (soaps) but today it offers a whole line of skin care and personal care items including
soaps, shampoos and conditioners. It’s formula of mild cleansers has made it highly popular
product among female customers.

1. PRODUCT MIX

Dove provides a range of high quality products. Dove products are made using vegetable oils,
synthetic surfants, salts of animal fats and moisturizing cream. The basic product line of
Dove includes:
 Facial care products - Dove deep pure face wash
 Hair care products – Dove oxygen moisture conditioner
 Moisturizers/Lotions – Dove go fresh bating 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 core product of Dove is the beauty bar (soaps). The product is marketed as a premium
brand that is designed to provide gentle cleansing and moisturization to the skin. Dove soap
claims to be superior to other brands of soap and it is not just a soap but a beauty bar.

It comes in different variants such as:

 Dove white beauty bar.

 Dove sensitive skin beauty bar.

 Dove purely pampering Shea butter beauty bar.

 Dove purely pampering coconut milk beauty bar.

 Dove go fresh cool moisture beauty bar.

 Dove go fresh revive beauty bar.

With its patented and revolutionary combination of mild cleansers and 1/4th moisturizing
cream; it rinses cleaner than soap and leaves skin soft and smooth. It is the number 1
dermatologist recommended brand in US, Canada and France.

2. PRICE MIX

Products of Dove are premium products and were initially priced at premium rates however
due to low demand it reduced its prices. They have implemented a value added pricing policy
for all their products since consumers often equate high costs with high quality products. The
price of Dove soap is higher than the other regular and average soap brands available in the
market but is priced lower than the the luxury soap brands.

The brand strives to maintain its product quality and packaging that justifies its pricing
strategy. Consumers see dove as a high quality product and are ready to spend extra money
on high quality products that will help them enrich their personal care experience.

It’s products are priced in such a way that it does not only cater to upper class consumers but
they are accessible to middle class consumers too.

3. PLACE MIX

The products of Dove (soap) are sold in more than 80 countries using the distribution channel
of its parent company Unilever. It is a multi-national brand with global reach manufactured in
nations such as Thailand, Turkey, South Africa, US, Germany, India, Indonesia.

Dove soap is available across various retails stores and supermarkets around the world. It has
a wide distribution network including both online and offline.

The distribution channel of Dove is designed in a way so that the products are easily
accessible to consumers.

4. PROMOTION MIX:

The promotion strategy of Dove focusses on its USP and uses a mix of traditional and digital
marketing channels to reach its target market. It also uses social media to engage with its
audience and create brand awareness.

It has a high level of consumer recognition which it has achieved through branding and
advertising. Advertisements for Dove products are shown on various television networks,
radio. It also uses the print media such as the newspapers, magazines, billboards to place its
advertisement.

Dove has implemented a unique promotional strategy. Rather than employing celebrities it
employees the real world beauties to show the difference between before and after use of
their product and promotes its brand.

It shows clearer natural skin in its ads rather than over edited faces with a lot of makeup that
gives out a false message.

PRODUCT CONCEPT:

PACKAGING:

Dove uses plastic free paper based boxes for single format bars. This move was Dove’s
commitment to mitigate the use of 20,500 tons of virgin plastics annually by 2025. Building
on this, Dove developed a zero plastic solution for beauty bar multipacks.

It also launched 100% post – consumer recycled (PCR) plastic bottles across its markets in
Europe and North America.

QUALITY:

It offers high quality products and uses milder cleansing technologies which helps in
retaining the skins natural moisture without stripping it away. It is a beauty bar which is mild
on skin and ideal for sensitive skin and is dermatologically tested and approved.

PRICE:

Dove follows several pricing strategies to maximize its profits. It follows cost-plus approach
where it focusses on cost and calculates the ratio of the cost and revenue. This is not the
primary strategy of the brand. It mostly focuses on demand pricing strategy where it analyzes
the demand and supply curve and detect the consumer behaviour to make decisions.

Initially the product was priced higher as it was a premium product. Later as there was no
increase in demand, they chose the demand based pricing strategy and reduced the prices of
their product by a huge amount.

It also implements the discount pricing strategies and gives bundle offers to keep the
consumers engaged with the brand. It offers packaged deals and discounts now and then.

PLACE:

Dove uses the distribution channels of its parent company Unilever. The products are
transported from the factory to the warehouse and from there the clearing and forwarding
agents sell to the stockists and the stockists sell the products to the retailers. The products of
Dove are available in supermarkets, general stores, retail stores, chemists.

PROMOTION:

Dove is leading brand in self-care and personal care products. In order to build a strong
position it uses various communication channels. This procedure is called integrated
marketing communication.
Celebrate and idea Public Relations Promotions

Movement Advertising Sponsorships

Media Mix Social Media Workshops

Digital Marketing Sales Emotional Appeal

Audience Focused

ADVERTISING

PR AND SALES
PUBLICITY PROMOTION

MARKETING
COMMUNICATION
MIX

DIRECT PERSONAL
MARKETING SELLING

INTERACTIVE
MARKETING
MODULE 4: CONSUMER SURVEY:

COSUMER SURVEY OF DOVE (HUL)

We conducted a study on Dove soap and collected responses from a sample of 38

respondents the findings of which are as follows:

Findings/Analysis:

Majority of our respondants (86.8%) fall in the age group of 15-24 years and the rest(13.2%)
fall in the age group of 25-35 years. We see that the consumers of Dove belong to the young
teenage group specially the older teenage group. There were no respondants belonging to the
age groups of 35-50 years and above 50 years.

Inference:

This could mainly be because the teenage girls are more conscious about their skin than the
older consumers and as the brand promotes that by using the product the consumers can get
clearer skin free from all pimples and blemishes the teenage group tend to buy and use it.
Findings/Analysis:

Majority of our respondants were female and constituted 71.1% and the male respondants
constituted around 28.9%. It shows that this brand is mainly used by teenage girls and women
more than men although men also use the product but the proportion of men when compared
to women is less.

Inference:
As the brand promotes the product, emphasizes emotional appeals, empowering messages
aimed at women it is obvious that the majority of consumers of dove are female. It often uses
women of different age, size ethnicity in advertising to promote body positivity which
encourages the women to buy the product.

Findings/Analysis:
Majority of our respondants are single constituting around 92.1% as majority of are
respondants were teenage girls belonging to the age group of 15-24 years and the married
respondants constituted 7.9%.

Inference:

Majority of our respondants are not married. As per our survey single girls use more Dove
soap than married girls.
Findings/Analysis:
Majority of our respondants rarely or never use Dove soap and constitute 47.4% while some
of our respondants use it twice a day and constitute 34.2% followed by some of the
respondants use it once a day and constitute 13.2% and the rest use it three times a day or
even more who are 5.3%.

Inference:

Consumers may use Dove soap rarely as some of them may feel that the soap feels slimy and
is hard to rinse out leaving the skin dry, tight and itchy. While the others who use it regularly
once a day, twice a day or three or more than three times a day feel that the beauty bar cleans
and softens the skin without making the skin dry like the other ordinary soaps. This boils
down to consumer’s skin type dry, oily or combination and personal preferences of
type/brand of soap.

Findings/Analysis:

Majority of our respondants like the moisturizing properties of the beauty bar who constitute
55.3%, followed by its gentle formula constituting 18.4%, the scent 18.4% and the lather
5.9%.
While there were very few respondants who do not use the soap who constitute 2% of the
respondants population.

Inference:

Some respondants consider the lather feeling and moisturizing properties of soap as an
important characteristic to consider the product is effective. Teenagers like mild and fresh
scents, and the consider scent as an important factor in hygiene because it’s a sign of
cleanliness.

Findings/Analysis:
The majority of respondants feel that their skin becomes softer and smother who constitute
36.8% while the other major portion of respondants haven’t noticed any differences in their
skin and constitute the same proportion 36.8% as the respondants who feel their skin is softer
and smoother. Some of them also feel that using dove has made their skin more hydrated who
constitute the next majority of 13.2% while some feel using Dove has made their skin clearer
constituting 10.5%. While there are few respondants (2.7%) who do not use Dove.

Inference:
This depends on the skin type of the consumer and also their brand preferences. People who
have dry skin found that using dove made their skin smoother and more hydrated while
people who had combination or oily skin found that using Dove made their skin dry.
Findings/Analysis:
Majority of our respondants (36.8%) find Dove somewhat better than the soaps used by them
in the past while the next major portion of the respondants (31.6%) find it much better
followed by 26.3% of the respondants find it about the same as the previous soap. 5.3% of the
respondants also find the soap worse.

Inference:
This again depends on the skin type of the consumers. Consumers who are very much
conscious about their skin and after using the product have found negative implications on
their skin feel that the product is worse on the other hand consumers who feel that their skin
has improved and feels hydrated and moisturized feel that it is better that the previous soaps
used by them.

Findings/Analysis:

Majority of the respondants (47.4%) prefer the original flavour and scent of Dove soap
followed by coconut milk preferred by 31.6% and Shea butter preferred by 13.2% of the
respondants. There are very few respondants who prefer cucumber and green tea constituting
5.2%. 2.6% of the respondants do not use the product.

Inference:
Consumers associate the scent of Dove with its effective performance. Teenagers like mild
and fresh scents, and the consider scent as an important factor in hygiene because it’s a sign
of cleanliness.

Findings/Analysis:
Majority of the respondants (52.6%) responded that a Dove beauty bar typically lasts for
about two weeks while 21.1% of the respondants had to say that the soap lasts for a week,
and 13.2% of the respondants had to say that the soap lasts for a month or less than a week.

Inference:
Respondants find that dove soap lasts longer maybe because of its slimy nature. As its
difficult to rinse it off not much soap is required for every wash and it can easily last for
about 2 weeks.
Findings/Analysis:
Majority of the respondants (65.8%) love the soap the way it is; its packaging, its formula, its
scent, while 13.2% would like to change its formula and 10.5% of the respondants would like
to change the scent. 7.9% of the respondants would like to change its packaging while 2.6%
of the respondants were not sure.

Inference:

Respondants love the soap the way it is because of its neutral PH balance which makes the
skin smoother and makes it feel hydrated adding natural nutrients to the skin making the skin
feel healthy while the ordinary soap bars having a higher PH can dry and strip the skin.

Findings/Analysis:
Majority of the respondants (42.1%) are somewhat likely to continue the product while
31.6% are very likely to continue to use Dove in the future followed by 15.8% of respondants
who are not very likely to continue to use dove in the future and 10.5% are not at all likely to
continue the product.

Inference:

Consumers who would continue to use Dove in future feel that by using Dove their skin has
improved and has become free of pimples and blemishes keeping their skin hydrated and
moisturized not making it dry and is suited to their skin type. The continuation of the product
by the consumers is purely based on their suitability to their skin type, their liking and
preferences.

CONCLUSION:

Dove customer survey indicates that more than half of the customers have a favourable
experience using the product. Customers are satisfied with its moisturizing properties which
keeps the skin smooth and hydrated.
CONCLUSION:

BHAVISHYA:

By doing this assignment I got the opportunity to completely study about Hindustan Unilever
Limited as well as Dove Company. I learnt the vision, mission and history about how
Hindustan Unilever Limited has been formed. I also got to know about the company Dove. I
learnt about their segmentation, targeting and positioning (STP). On conducting consumer
survey I got to know about the customers attitude and perception towards Dove. I also got an
overview of the CSR activities of the company. I learnt about their self-esteem project.
Overall, this assignment helped me to increase my knowledge with respect to Hindustan
Unilever Limited as well as the Company Dove.

KRISTAM PREETHIKA:

With a diversified portfolio of well-known brands in Personal care, Home care, Food and
Drinks HUL is a top consumer goods firm in India. The brand is present both domestically
and internationally and we selected Dove as a part of our study. The STP of Dove products
made us aware of its many market segments. It has utilized various strategies to build a
strong brand image. By surveys we learnt how Dove products are used by customers.

SUPRITI PRAKASH:

The study of Dove and HUL gave us a deep dive and deeper insights about the subsidiary of
Unilever and also understand how the FMCG industry functions. It helped us in
understanding how big HUL is and what are the products it deals in. For our study we
considered their product Dove. We could understand the position of Dove in the market
compared to other soap brands and how is the demand for Dove in the market. We also got a
chance to conduct customer survey on Dove to understand the consumer behaviour towards
the product. Overall, it was a great experience which added to our knowledge.

SUGGESTIONS:
The company focusses on producing and endorsing products targeting women. Their main
target audience is women of the age group 18-35 years. Even though men also use some of
Dove’s products; the company can shift their focus and along with producing products for
women, they can also produce and entire range of products for men.
This will increase their target market and helps them in increasing their profits.
BIBLIOGRAPHY:

https://www.hul.co.in/

https://www.managementstudyguide.com/swot-analysis-of-unilever.htm

https://businessmavericks.org/swot-analysis-of-hul/

https://startuptalky.com/dove-marketing-strategy-campaigns/

https://www.coursehero.com/file/p6r88vn/STP-ANALYSIS-OF-DOVE-
SEGMENTATION-Dove-segments-the-market-on-the-basis-of/

http://sanjulkumar.blogspot.com/2014/09/segmentation-targeting-and-
positioning.html

https://marketingmixx.com/marketing-mix-of-dove/

https://www.mbaskool.com/marketing-mix/products/16875-dove.html

https://embapro.com/frontpage/marketing4pcase/12351-dove-unilever