Dove is heading to grab sandal soap's market share in Bangladesh!!

Nowadays, Unilever's premium soap brand Dove is used to fight for grabbing sandal soap market share.  The target group of Dove soap in Bangladesh is above of SEC B +. In a word the TG of Dove Soap is more sophisticated & premium than that of Lux, Meril, Keya & Tibet beauty soap. Consumers use Dove soap for gentle feel in skin and low but superior fragrance than regular bath soap. Unilever is promoting Dove as a skin care soap not mere a bath soap for a long. 

Once, in 2013, Unilever has tried to enter in the market Sandal soap market of Bangladesh by launching its new soap brand "Lux sandal and cream’. The market leader of sandal market was, still is, Sandalina Sandal Soap of Kohinur Chemicals Ltd. The sandal soap market is very strategic market with loyal consumer base. The reason to believe is high and switching those consumers to another brand is very troublesome.

Lux has tried several ways then to catch the share of leader and take the prominent part of it to hold and nurture. The promotional campaign of the brand was buzz creating and successfully generated attention by different means of communication tools. Sandalina is promoting its position as ‘for golden skin’ and slogan as 'Nobility in Skin Care' with the brand model Joya Ahsan, latterly by Porimoni, a promising heroine of Bengali Film arena. To fight by brand model along with brand proposition, Unilever has selected Mehajabin as model and promoted the message ‘alluring aroma and for more than a golden skin’. The TVC was fascinating and to be remembered for using light to glow the skin and spellbound appeal. Definitely, Mehjabin has premium appeal than Porimoni. 

I hardly believe that, new Lux has failed to fulfill the expectation of Unilever. 

However, see the advertisement of Dove soap that has published in Bangladesh Brand Forum Magazine on November 2016 issue. A parameter of gentleness of soap has sketched by Detergent Soap, Sandal Soap & Dove soap. Here, Unilever Brand team has explained that Dove is gentler than other two. See the comparison chart once again. There are no regular beauty soaps. Isn’t it amazing! Lux may come there! It’s upsetting me a bit after seeing the comparison. Dove, a premium brand, brings himself in front of Ball Soap or so called detergent soap to bring the share from sandal soap!! 

However, if users of the detergent soap is prospect of Dove, what was then to be frustrated!!

Only market share is real. Let’s the brand war on!