Dove is considered one of the world’s best beauty/skincare brands. You must have heard of it in the advertisements you probably have come across, the cleansing soap, to be specific. In this article, we are doing a Dove SWOT analysis that will include everything to know.
The Dove SWOT analysis will go over everything to know about the company. The assets that add to the company’s success, the liabilities that play as a barrier in their route to success. What methods can they use to nullify or better their sales and the threats they face or could face?
Continue reading to learn more about Dove, especially if you want to start a similar company. You will learn everything to know about the company in the field.
Dove SWOT Analysis: About Dove, The Company
The company is all for women and men. Their main aim is to make women positively look at themselves by redefining beauty standards. This personal care brand is sold worldwide– in over 150 countries!
It was introduced to the world by the Lever Brothers on 8th March 1957 and is owned by Hindustan Unilever, London. The company is known for its products to give users results of gentle and soft skin after use.
Visit: Unilever Dove
Strengths
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Efficient Pricing
This is for price-conscious customers. Many products known to produce sound effects are priced at a higher rate. They can afford to sell their products at a lower rate than the other companies who sell similar products because they have celebrities advertising.
Celebrity advertising is what usually takes up most of the company’s funds. The more people you want to reach, the more celebrity you must pick for advertising your company or the products.
Good Popularity Among People
Dove is a well-known brand, considering the number of people that use their products. Especially since the product is from Hindustan Unilever, it is also very trusted among people. The brand uses ordinary people to advertise for them, saving money.
Dove’s decision to sell products that are not animal-tested appeals more to animal-loving customers. They tend to prefer this over the other companies that test their products on animals.
Strong Presence In The Market
We already know that Dove sells its products worldwide in approximately 150 countries. Dove’s products are loved by people globally. They don’t have to worry about spreading the word about their company; everyone knows about Dove.
Dove is present in every store you go to. Be it supermarkets, hypermarkets, or even your local stores. You will find at least one Dove product anywhere you go.
Weaknesses
Product Variety
Although Dove does offer products for both men and women, it mainly revolves around products for women. The consequences for men are limited compared to the products for women. The Dove target audience will mostly be women but not many men.
Without a product variety, the sales are bound to go down, and the Dove market share will go down too if people get tired of the same products or not many products offered by the company.
Not Suitable For Everyone
While some products are pocket-friendly, most are not guaranteed to be allergy-friendly. Allergy-prone customers tend not to buy products because they believe in better safety than sorry.
Potential Price Spike
Since many people choose Dove because it is accessible on the pricing, they might drop it if the prices spike. Dove selling their products at a lower rate is excellent and affordable, but only for a certain period.
This can also pose a loss to the company if there aren’t many sales that are taking place. It is a loss for the company, given that they already do a lot to keep their customer base intact at their own expense.
Read also: Rare Beauty SWOT Analysis: Deconstructing the Marketing Strategy
Opportunities
Increase in the Variety Of Products
Stemming from the weakness, Dove can work on creating more products for men. They already have one for babies, but those products do not fall under a large variety to choose from. The company can experiment with small samples of products and then go to the big ones. This will enlarge the already huge customer base that Dove has.
Collaborating With Other Companies
Since Dove does not use celebrities for marketing, they can collaborate with companies that do. This way, they can reach a larger market, and more people will buy products because they are unique and appealing. Moreover, it’s beneficial if the two brands are the customer’s go-to.
Check this out: L’Oréal SWOT Analysis: Beauty Brand’s Strategy Breakdown
Threats
Competition Is Tough
Dove does not sell unique or personalized products, but other similar companies do. This poses a threat to the company as it may reduce its sales in the market due to a lack of uniqueness.
Duplicate Products
Some companies, unfortunately, come under the company’s competition and sell duplicate versions of products that Dove created. Not only products, but some companies use the same marketing strategy as Dove to get more people to buy their products.
Dove can not sue them for it as they would have cleverly made alterations to the product, claiming it to be original and not plagiarised.
Changing Customer Preferences
Not everyone wants to follow the same pattern; some want to try something new. While they change their preferences, it is Dove’s challenge to determine how to satisfy that change to stabilize their customer base.
If Dove changed the original product, people might not prefer some products to make it better. The allergy-prone customers will stop purchasing the product if so is the case.
FAQs
Who is the founder of the company Dove?
Vincent Lamberti was the person who started it all; he created the soap– the first ever Dove product. When it comes to who owns Dove? It is the goods company– Hindustan Unilever, London.
What product is Dove famous for?
Dove is famous for its cleansing bar of soap. The advertisements show that it will leave you with supple, soft, and bouncy skin after its use. This product is also famous for how mild the scent and the soap itself are.
What is Dove's target market?
Dove's target market is primarily women who start at 18. They also target price-conscious people. This is why their marketing strategy of selling their products at a reasonable rate is a success,
How popular is Dove?
According to statistics, 48% of people in the United States of America say that they love Dove's products. It is safe to say that Dove gets most of its popularity in the States.
Conclusion
This article comprised the SWOT analysis of Dove. We covered the strengths, liabilities, what the company can do to improve, and their potential challenges.
