Running head: Dove Company Case
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1 – Using the full spectrum of segmentation variables, describe how Dove
segments and targets the market for personal care products:
Gender segmentation has been used by Dove to target the market for years. The
company is most known for its feminine line of products. The Dove branding was
geared toward feminine consumers. Dove needed a way to boost sales and expand
within today’s market. Decisions were made to move forward with a men’s line using
gender segmentation to approach the market for male consumers. Age and life-cycle
segmentation is also used by the Dove Men+Care line as they are targeting a male
consumer base between the ages of 25 to 54. This was strategic to eliminate
