INTRODUCTION

Dove is a personal care brand owned by Unilever. Dove is primarily made from synthetic
surfactants, as well as some vegetable oil based soap ingredients, such as sodium palm
kernelate. Dove is formulated to be pH neutral, with a pH that is usually between 6.5 and 7.5.

Dove products are manufactured in the Netherlands, United States, Germany, Ireland,
Australia, and Brazil. The Dove trademark and brand name is currently owned by Unilever.
Dove's logo is a silhouette profile of a dove, the color of which often varies.

Dove's products include: antiperspirants/deodorants, body washes, beauty bars,

lotions/moisturizers, hair care and facial care products.

In the US, Dove bar soap is currently produced in the cool moisture, exfoliating, sensitive
skin unscented, nutrium nourishing, white, pink, calming night, pro-age, and energy glow
versions.

HISTORY OF DOVE
Dove has been positioned throughout its history without referring to it as "soap", but as a
"beauty bar" with one-fourth cleansing cream; they stress its moisturizing of skin while
washing in contrast to the drying effects of regular soaps (which their advertising calls simply
"soap").

Advertisements reinforced the message by depicting cream being poured into the beauty bar.
In 1979, the phrase "cleansing cream" was replaced with "moisturizer cream". In 1979, a
Pennsylvania dermatologist showed that Dove dried and irritated skin significantly less than
ordinary soaps. As a result of this study, Unilever started aggressive marketing and won
more than 24% of the market by 2003.

A. LOCATION FACTORS

1. what is the type of location(traditional business district,

community shopping centre, etc.)?
Are you in want of beauty foodstuffs? When you are interested in improving your
appearance, beauty wise, you might be whether actually have not placed much of a focus on
your appearance, beauty wise, in the past , you may be little bit surprised while you begin
shopping for beauty product and supplies. Unhappily that surprise will not always be a good
one. You will likely find that numerous; in fact lots of beauty product is expensive. In fact,
some may be therefore expensive that you might only aspire to turn around & walk out of the
store & eternally give up your quest to look wonderful, but you do not have to. There are a
number of diverse steps that you could go about finding reasonably priced beauty foodstuffs.
One of the easiest tips to find inexpensive beauty goods is through visiting a retail store, a
fashion store, a beauty supply store or a department store. There are lots of merchants
including beauty supply stores, have a clearance section that contains marked down beauty
goods. Most of the events there is nothing wrong the goods that are being discounted. When
it comes to storefront stores, a number of merchants are restricted on space, thus they
generally try to move out older goods to make room for new ones. This common retail
practice might be able to save you a considerable amount of money on beauty goods. Even
shopping at a local beauty supply store or one more retailer is nice, you might also seek to
consider about buying beauty goods online is that you often have hundreds of retailers to
choose from. That truly translates into an unlimited number of beauty foodstuffs for sales.
Also, with the internet you could simply compare prices & goods, making it easier to get
affordably priced beauty products. You will also desire to check the online websites of your
favorite product manufacturers for the same. It might also be excellent tip to take a copy of
your local Sunday paper, whether a number of Sunday papers are full of coupons, a few of
which might be beauty foodstuffs, love makeup, skincare products & hair care products.

2. How congested is this part of town in general?

There has been a fundamental change in retailing in the last three years. This is particularly
apparent from the point of view of shop property because shop rents and values are very
sensitive indicators of trading trends. There have been three types of evidence for change:
property evidence, retailer’s behavior & evidence from the location of new shopping
developments. It amounts to a rise in shop yields in many highly-valued town centered
positions and to rental growth in these shops at a lower level that would otherwise be
expected. Retailer’s behavior falls into three parts- Firstly, there has been a hedging of bets
by established High-street durable retailers, Secondly, there a number of examples of mainly
new chains of durable retailers who are locating for the most part of outside high rented
town-center areas. Decentralized retailing has powerful advantage both for consumers and
retailers. The retailers benefits because he is freed from congestion, has lower cost and a
more efficient and spacious layout, to offer a wide range. The shopper’s benefits through
easier car access and parking and often cheaper goods with wider choice.

3. what influence does the neighborhood have on your impression

of the store?

We investigate the impact of neighborhood characteristics on the relative attractiveness of

product categories within a store, with special attention for the differences between
hypermarkets and supermarkets. We consider two questions, Firstly, is the impact of
neighborhood –specific factors on attractiveness of product categories smaller for
hypermarkets than for supermarkets? Secondly, is there a difference in relative attractiveness
of product categories between supermarkets and hypermarkets and to what extent is this
difference dependent on kind of neighborhood? The most significant market forces shaping
these trends are demographic characteristics, economic fundamentals and competitive
formats. Demographically, the deceleration of population growth, the ageing of the
population and the lifestyle of “baby boomers” are the most significant factors impacting on
drug store performance. Competitively, pressure is being applied from outside the industry by
the addition of prescription departments in supermarkets and discount department stores. One
member of the household works within the neighborhood and it has a good school, majority
of the households travel can be accomplished on foot. To think people around the world are
breaking their heads and investing huge amounts of capital to create exactly this! When a
zone or neighborhood is identified as a mixed-use area, there is a high risk that lawless
development of the most profitable land uses will result, and the mix that is sought will be
lost all together.

4. Would you travel to this store under normal circumstances to

shop for your product?

This study aims to explore how consumers evaluate these time attributes; i.e. the value of
time, when they are facing a shopping mode choice between physical store shopping and e-
shopping. For this purpose, it conducts an experiment to acquire data on respondents stated
preference choices between physical bookstore shopping and online bookstore shopping. It is
finally found that the value of delivery time for a purchased book from an online bookstore to
a consumer is approximately $0.53 per day, which means an online bookstore will have to
lower a books price by $0.53 to attract a physical bookstore shopper if the delivery is delayed
for one day. It is also found that in terms of monetary values, avoiding a shopping trip
produces far more benefits than bearing waiting for the delivery of books for an online
purchase. Mall shops are entered by moving up or down a half-level from the entrance to
even out the advantage of “main” floor shops. At the ends of the mall, a level change is so
encouraged by the layout that shoppers who walk down the length of the mall at one level
will likely walk back along the other level. The middle specialty store and mall shops may be
multiple levels and thus gain advantage of supplemented potential for attracting passing
trade.

B. PRODUCT

1. Is your product available at the store? Is there a satisfactory

substitute?

Dove soap is available in all retail shops with convenient price. Yes, there is satisfactory
substitute available for dove soap in retail shop.

2. What are your perceptions of the quality level of the goods

offered? Specifically identify the factors on which you base these
perceptions.

Loyalty and fairness are major research topics in the marketing literature. However, research
examining how customer loyalty and fairness perceptions affect each other is lacking. This
study examines these two topics in the context of a retailer increasing its prices, develops
hypotheses and tests these hypotheses using an experimental design approach. Whether
distributive or procedural fairness influences post customer loyalty in the presence of increase
is dependent on both the level of the price increase and the reason offered for the price
increase. This research provides implication for retailers and directions for future research.
C. PRICE

1. What is the price of the product/brand you would purchase

from this store?

The price of the product should be reasonable so that all can easily afford variety of
product/brand in stores. The price should match all levels of people in the society in all
stores.

2. Is the price prominently marked?

Element of marketing concerned specially with the sale of goods and services to customer.
One aspect of merchandising is advertising, which aims to capture the interest of the segment
of the population most likely to buy the product. Merchandising also involves product
display; companies provide retailers with display and promotional materials and negotiate
shelf space for their products. The development of sales strategies include the determination
of pricing, discounts and special offers, the invention of sales pitches and the identification of
avenues for sales, including store-based retailing and alternative means such as direct-mail
marketing, telemarketing, commercial web sites, vending machine and door-to-door sales.
The planning involved in marketing the right merchandise or service at the right place, at the
right time, in the right quantities and the right price.

3. How does the price compare to your expectations?

Product/service quality and reliability, service guarantees and so on are attributes that
represent value to customers. Customers incurred real costs (and opportunity costs) when
acquiring product/services and these are important elements of these customer value model.
The key to achieving organizational goals consists of the company being more effective than
competitors in creating, delivering and communicating customer value to its chosen target
markets. When customer perceptions are greater than or equal to customer expectation, then a
competitive advantage arises. That is, if a customer perceives a product to be capable of
exceeding their expectations.
D. CONCLUSION

1. List the factors that play a role in your decision to purchase an

item at a particular location. Which factor is most important to
you? if you would not purchase the item at that store, why not?

The factors are retail locations to purchase in item. In other words, the impact of retail store
locations and choosing retail location on the success of your store operation cannot be
overstressed. Methods of taking a traffic count are discussed along with how to evaluate and
interpret the collected data. At this crucial time the owner should consider the value of a
traffic count to be sure to the new location can draw customers into the store. The site in the
business district that produces the highest traffic count with regard to the type of traffic
desired by a particular store is considered its 100 percent for a drugstore may be only 80
percent for a men’s clothing shop or 60 percent for an appliance store.

2. Factors to be considered in choosing retail locations

Three factors confront you as an owner-manager in choosing a location: selection of city,

choice of an area or type of location within a city; and identification of a specific site.
If you are going to relocate in another city, naturally you consider the following factors:

 Size of the city’s trading area

 Purchasing power and the distribution of the purchasing power.
 Number, size and quality of competition.
 Progressiveness of competition.
 Nature of zoning regulations.
 Direction of the area expansion.
 Customer attraction power of the particular store and the shopping district.