Product and Service Development: A Case Study on Dove's Foot Care Product Proposition

Product and Service
Development

Dove
• Dove is an American personal care
brand founded in the year 1957 and
owned by the multinational
consumer goods company Unilever.
• The products of Dove are sold all
around the world.
• The products are sold in more than
150 countries and are offered for
both women, men, and babies.

Dove’s Product Portfolio
Skin care-
• Body lotion
• Face Cream,
• Moisturising
cream
• cold cream
Washing and
bathing-
• Soap
• body wash liquid
• hand wash
• body polish
hair care-
• Shampoo
• Conditioner
• Hair oil
• hair serum
Antiperspirants and
deodorants-
• Perfumes
• Roll-on for
underarms

Dove Product Proposition
Ideas generation
• Dove is one of the most popular company for providing beauty care products. Hence, foot care could
also be added to the skin care product line of the brand.
Products in Foot care category-
• Foot massage cream
• Foot massage oil
• Foot multi-purpose cream
• Foot relaxing cream for athletes
Sources of innovation idea-
• After taking feedback from customers, Dove has analysed that customers are looking for foot care
products due to their foot problems like nail fungus, skin cracks and many others. Dove made the
decision to diversify their product line in foot care categories to satisfy the needs of their customers.
Hence, customers is the basic source of innovative idea for Dove.