dove report
Dove
A Business Management Report
Contents
An Introduction to Dove
In 1957, Unilever introduced Dove into the market as a single product: a beauty soap bar. And it was not just ordinary soap, but touted as having more moisturizing qualities than the top brands at that time and therefore suitable for dry sensitive skin. And in the 1980s, the brand launched a new product line, which constitutes of liquid body wash, shampoo and conditioner, deodorant/anti-perspirants and body lotion—just to name a few.
Today Dove is no stranger to the average Singaporean consumer. Its products are sold virtually in all supermarkets, personal care shops and mom-to-pop shops in Singapore, among many other places.
Often sharing the shelves with other popular personal care brands such as Lux and Dettol, Dove is more geared towards the female market and the brand is easily recognized with its trademark logo, a soft silhouette of a golden dove. When it comes to advertising, the brand is famous for its thought-provoking campaigns and short films that focus on the self-esteem of women.
A simple visit to Unilever Singapore’s website will tell you that Dove is “the world’s number 1 cleansing brand with double digit growth”, “outsells all other skin care bars combined” and “over 1 billion showers taken with Dove products in US each year.”
Which makes one wonder: How many such showers are taken in Singapore yearly?
The Target Customer
Statistics in Singapore
All information here is updated as of 2012, unless otherwise stated.
Population
Age Structure
Below 20 years
885,200
20-64 years old
2,554,400
65 years & Over
378,600
Sex Ratio
There are 970 males in every 1000 females.
Males
1,880,000
Females
1,938,200
Ethnic Groups
Chinese
74.1%
Malay
13.4%
Indian
9.2%
Others
3.3%
Religions (aged 15 years & older)
Households & Housing
Most Singaporeans live in public housing apartments provided by HDB (House Development
A Business Management Report
Contents
An Introduction to Dove
In 1957, Unilever introduced Dove into the market as a single product: a beauty soap bar. And it was not just ordinary soap, but touted as having more moisturizing qualities than the top brands at that time and therefore suitable for dry sensitive skin. And in the 1980s, the brand launched a new product line, which constitutes of liquid body wash, shampoo and conditioner, deodorant/anti-perspirants and body lotion—just to name a few.
Today Dove is no stranger to the average Singaporean consumer. Its products are sold virtually in all supermarkets, personal care shops and mom-to-pop shops in Singapore, among many other places.
Often sharing the shelves with other popular personal care brands such as Lux and Dettol, Dove is more geared towards the female market and the brand is easily recognized with its trademark logo, a soft silhouette of a golden dove. When it comes to advertising, the brand is famous for its thought-provoking campaigns and short films that focus on the self-esteem of women.
A simple visit to Unilever Singapore’s website will tell you that Dove is “the world’s number 1 cleansing brand with double digit growth”, “outsells all other skin care bars combined” and “over 1 billion showers taken with Dove products in US each year.”
Which makes one wonder: How many such showers are taken in Singapore yearly?
The Target Customer
Statistics in Singapore
All information here is updated as of 2012, unless otherwise stated.
Population
Age Structure
Below 20 years
885,200
20-64 years old
2,554,400
65 years & Over
378,600
Sex Ratio
There are 970 males in every 1000 females.
Males
1,880,000
Females
1,938,200
Ethnic Groups
Chinese
74.1%
Malay
13.4%
Indian
9.2%
Others
3.3%
Religions (aged 15 years & older)
Households & Housing
Most Singaporeans live in public housing apartments provided by HDB (House Development