MARKET ANALYSIS

Market Analysis



Market Analysis

Market Background and History

Dove is the personal care brand launched in 1950 by Unilever founded in 1930 by the merger of British soap maker Lever Brothers and Dutch margarine manufacturer Margarine Unie. Its products include deodorants, body washes, beauty bars, lotions, hair care and facial care. Its products are offered for the market of both the genders. Dove is one of the top 13 brands of Unilever which achieve annual sales of more than €1 billion which contributes to more than 70% sales of the company. In 2002, Dove became the masters of all brands and changed its vision from being soap to a beauty bar. To unite all the products under Dove within one goal the campaign for Real Beauty started and general public was invited (Unilever 2010, 1).

The main ingredients included are palm kernel, salts from vegetable oils, tallow (animal fat) and synthetic surfactants. It is formulated pH neutral between 6.5- 7.5.

Unilever Australia is a wholly owned subsidiary of the Anglo-Dutch multinational Unilever PLC, which has operations in 150 countries. Unilever is divided into two global divisions, the Food division and the Home & Personal Care division. Unilever Australia operates at nine major sites across Australia and New Zealand. Unilever Australia derives its revenue from its food and personal care divisions. The company employs over 1,600 staff and is headquartered in Epping.

Market size

The group turnover rate was $7.4 billion of Asia & Pacific. Unilever's products are sold in over 180 countries and used by 2 billion consumers every day. Unilever competes in 11 categories and have global leadership in seven. More than 75% of our business is in a leadership or number two position.

With more than half our business in fast-growing emerging markets Unilever are well positioned for future growth. Asia Africa ...