In a high competitive market, Dove and Le Petit Marseillais are trying to different from one another thanks to different ways; one of them is the target they choose to focus on.
Dove’s main audience is women of all ages and shapes. It is clear, according to their advertisement campaign that Dove commits itself to help women feeling better about them. This positioning is very different from its competitors, Le Petit Marseillais, who is targeting every member of the family, from mother to father and kids.
In order to get more market share, Dove is now trying to reach a more specific segment of the population: older women. Indeed, experts have shown that women in the +50 age category are prime targets and a fast growing market.
Le Petit Marseillais’ new strategy is to focus more and more on the women segment. For instance, in 2012, le Petit Marseillais lauched a new anti-cellulite product that is clearly targeting only women and it is offering a new range of hair product for women.
Moreover, from a demographic, Le Petit Marseillais is addressing its products to the middle class, while Dove qualified itself as a “premium” brand.