Dove has always been a brand that has been associated with something special. It signifies treating your skin to a better product which everyone cannot afford. Dove has always maintained this positioning strategy (which makes sense as Dove is more expensive than other soaps too and not everyone can afford it). However, recently after the launch of their range of other Dove products they have changed the positioning of the original Dove product.The recent TV ads for Dove talks about the benefits of Dove and shows a girl in her early twenties as a user as against their usual use of an educated english speaking, working woman. This strategy has shifted now to the hair products. The new ads for their hair care range has women talking in english (one with an accent even) about how they have stopped hair fall by using the Dove products. So they are now saying, that Dove soaps are not really that aspirational any more. Even though it is the same product and costs the same amount if not more expensive, more people can afford it and it would be better to show the benefits for everyone rather than show ‘very well to do accented english speaking middle aged women’. So, the product I guess has moved on to the next stage of the PLC. BCG Matrix anyone?
Multiple positioning of brand Dove