Dove: Soap Scum

In developed markets, the soap bar category was declining as consumers migrated from bars to body wash.

Dove: Soap Scum

BUSINESS SITUATION AND MARKETING OBJECTIVES

The War between Dove and soap

In developed markets, the bar category was declining. Consumers had begun migrating from bars to body wash, leaving behind only true bar loyalists. Luckily for Dove, many of these people were die-hard Dove Bar users, who will buy the product loyally for as long as it exists. Unluckily for Dove, the rest of these people were die-hard soap users; creatures of habit that saw no reason to pay a premium for a Dove bar.

The only way to win this war would be to somehow persuade...

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