Dove Fiama Final

8/4/2019 Dove Fiama Final

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Dove and Fiama Di Wills are both brands in the premiumsegment of shampoos. While it has been noticed that bothare equally good products, due to differences in the otherelements of marketing mix - Dove has been extremelysuccessful brand while Fiama has not.

Study the intended positions of the 2 brands and thenconduct a research among current users and lapsers of these

brands to determine:- How Dove has been so successful and what should it do in the near

future to maintain (or grow) its position

What have been the reasons ofFiamas failure and what correctiveaction it needs to take now


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Determine what elements of the Marketing Mix for Dovehave made it successful and what will aid its growth in thefuture.

Determine which elements of the marketing mix for FiamaDi Wills need to be changed to and how in order to build thebrand.


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Primary Data Collection Information gathering for Dove and Fiama

in terms of product, price and marketing strategy

Secondary Data Collection Qualitative

Focus group study

Quantitative

Questionnaire 10 questions Intercept study


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FOCUS GROUP PARTICIPANT DEMOGRAPHICS FORM

DATE : TIME : PLACE ID NO:

Your gender Male FemaleWhich shampoo do

you use currently Dove FiamaOther _______

How long have you

been using this

shampoo? Less than 1 month More than 1

month More than 2months

How many times do

you use the shampoo

in a weeks time? Once Twice More than twice

Do you use a

conditioner along with

shampoo?

No Yes. Conditioner ofsame brand as

shampoo Yes. Conditioner ofa different brand

specific ________

Your age 15- 25 26- 35 36- 45 46- 55

56- 65


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Packaging Transparent and attractive color ,bottles were liked, bottle capconvenient and liked the shape of the bottleLooks like an award

Price/Purchase Behavior - None knew the actual price of the bottle. Liked buying theconditioner and shampoo package

Brand Perception -Knew ITC, knew the body wash and soap. Color associations purple/white (color of bottle)

Advertising/Promotion Liked the scheme of getting ear-rings.Tried shampoo through free sachets.

Strong association with Deepika Padukone. But some people confused it withNeutrogena because of Deepika. Ad gives a fresh feel. Its too pseudo-scientific Toomany technical words Ad has too much content

Reasons for lapsingDidnt suit hair, hair became dry, rough and hair-fall.Thought it was high end but after using it seems like a low end product. Could not believeits an ITC product


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PackagingNormal, Easy to hold, Stable base, Attractive, Sleek, Subtle colours, Big bottles have the dispenserwhich is very convenient,Prefer old packing which had 3 colours(now they have to actually read the name as all are 1 colour),

Price/Purchase BehaviourPrice guesses were more or less accurate, Liked the soap so tried the shampoo

Brand PerceptionTried it because of the brand name, Works well on any hair type, Makes hair smell really goodColour associations white(soap, moisturizer and dove ads), mauve(shampoo bottle that colour),blue(purity)

Advertising/PromotionAssociated with happy faces, bunch of women talking, Major focus to make hair soft, Ad recall very

high can recognize ad without brand name shown.New ad concepts trying too hard, almost fakeAssociate it with Celebrity Katrina Kaif(White, pure, delicate, etc), General perception was that itdoesnt need a brand ambassador,

If Dove were a person , she would be A Model, Independent, Woman with substance,Quality oriented, Healthy girl, Glowing skin, Soft, Supple- 30-40 years old


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Target Group Users of premium segment shampoos

Age : 18 45 years Used shampoo at least twice a week

Sample

150 respondents from Goa covered inQuantitative phase.


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Sample proportion

97

45

3

Age Group Percentage

18 25 years old

26 35 years old

36 45 years old


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0

20

40

60

80

100

120

140

160

Dove Fiama Garnier H&S Pantene

Awareness-Usage Pattern

Aware Trial Usage Repeat Usage Most often used brand

Dove Fiama Garnier H&S Pantene

Trial/Awareness 77% 41% 72% 70% 71%

Repeat/Trial 70% 31% 61% 55% 54%

MOUB/Repeat 68% 37% 30% 38% 31%


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A 5 point rating for the 2 brands were taken on theseattributes

The above table has the percentage of respondents whogave each of these attributes a 4 or 5

The results were then normalized considering the Top 2 box,Top Box and mean scores. All three yielded similar results.

Presented above is the normalized results for Top 2 boxes on

6 attributes.

Dove Fiama

Price -4 4

Shampoo Availability 2 -2

Reputed company -1 1

Product Quality 7 -7

Brand Quality 6 -6

Packaging -8 8

Dove Fiama Row Mean

Price 59 33 46

Shampoo Availability 73 37 55

Reputed company 86 54 70

Shampoo Quality 77 31 54

Brand Quality 80 36 58Packaging 66 48 57

Column Mean 73 40 57


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Price Perception of Fiama being a higher priced shampoo although theprice is around the same as that of Dove. This may be attributed tocertain perceptions about the brand.

Shampoo Availability No major difference in the availability of either ofthe brands.

Reputed company Both brands came across as being from a majorcompany.

Product and Brand quality Dove clearly scores over Fiama on these 2attributes even though as per the brief the blind tests indicated nodifference in them

Packaging Fiama scores over Dove here with possible explanations*being the shape of the old Dove bottle which made it lopsided and thethought of the colourful and attractive looking Fiama Body and Showergels which come to mind easily.

*A no of the explanations given above are based on responses received during the FocusGroup Interviews.


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Analytical technique used- Projectivetechnique> Expressive Technique capturingspontaneous responses indicating TOMperception about the brand from respondents

Fiama Di Wills Dove

Categories of responses 47 49

No. of respondents whodidnt reply

7 4

Reduction of categories onthe basis of similarity of keywords

17 11

Some of the TOM words Deepika Padukone, ITCBrand, Fresh, Fragrance

Soft and Silky hair, Soap,Ordinary Women,

Quality, Gentle andmoisturizing


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20.0%

13.4%

4.7%3.3% 3.3%

2.7% 2.7% 2.7%2.0% 2.0% 2.0% 2.0% 2.0% 2.0% 2.0%

1.3%

0%

5%

10%

15%

20%

25%

Fiama

Fiama % of Sample


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10.67%

7.33%

5.33% 5.33% 4.00% 3.33% 3.33% 2.67% 2.67% 2.67% 2.67%

0%

2%

4%6%

8%

10%

12%

Percentageof

sample

Responses

Dove


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Clear brandpositioning butrecall rate wasvery low 70%was aided

The message wasclear to peopleafter showingthem the ad

The brand is an

expert in

shampoos , 11

Has both natural

and scientific

ingredients , 55

Is of Superior

Quality , 28

Makes hairmoisturised doesnot make hair dry ,

13

Gives soft &

smooth hair , 41


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0 5 10 15 20 25 30 35

Awareness

Trial usage

Repeat usage

Most often used brand

Of the 55 people who thoughtthat the ad message was Hasboth natural and scientificingredients this was theirusage pattern for Fiama

Potential customers areunderstanding what theproduct stands for but that isnot converting into daily usage

7 people who said that Fiama is their most preferred brand

4thought the ad message was : Gives soft & smooth hair

2 thought the ad message was : Has both natural and scientific ingredients1 thought the ad message was : Is of Superior Quality

Fiama should maybe concentrate on positioning and communicating this featureOf this product !


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30% of the total were of the opinionthat Dove shampoo Ad emphasizesMoisturizing as one of its benefits

Less than 10% believe that itsrecommended by experts

The

brand is

an expertin

shampoo

s10% Is of

Superior

Quality

22%

Is

recomme

nded by

experts

9%

Makes

hair

moisturis

ed does

not make

hair dry

30%

Gives soft& smooth

hair29%Analysis of Perception of Dove Ad Responses

The brand is an expert in shampoos 14

Is of Superior Quality 33

Is recommended by experts 14Makes hair moisturised does not

make hair dry 45

Gives soft & smooth hair 44

Total 150


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Analysis of Perception of Dove AdUsers that most of use

DOVE shampoo (%)Other brand

loyalists (%)

The brand is an expert in shampoos 7 13% 6 9%

Is of Superior Quality 6 11% 17 25%

Is recommended by experts 5 9% 5 7%

Makes hair moisturised does not make hair dry 21 39% 21 31%Gives soft & smooth hair 15 28% 18 27%

Total 54 67

36% listed their most commonly used shampoo as Dove.

Out of that almost 40% of users of dove believe that dove moisturizes their hair.

Out of the other shampoo users, 31% have decoded correctly that Dove's main USPis its moisture therapy


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0

5

10

15

20

25

3035

40

45

50

The brand is an expert

in shampoos

Has both natural and

scientific ingredients

Is of Superior Quality Makes hair

moisturised

does notmake hair dry

Gives soft & smooth

hair

Male

Female

05

10

15

20

25

30

35

40

The brand is an expert

in shampoos

Is of Superior Quality Is recommended by

experts

Makes hair

moisturised does not

make hair dry

Gives soft & smooth

hair

Male

Female

DOVE

FIAMA


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Product and brand quality has been successfullyconveyed thorough advertisements.

The regular users of Dove were well aware of thepositioning that Dove had intended for the brandas a shampoo for ordinary Indian Women and alarge number agreed with it.

The use of ordinary women to portray the factthat the brand was ideally suited to the women ofIndia worked very well.


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The packaging of Fiama was considered superior to that of

Dove by a number of participants and there wasnt much of

a difference in the perception of the product quality.

However the main issue that Fiama faced was its

communication of the positioning and benefits of the

brand.

Even the use of Deepika to promote the brand didnt seemto work since even though she was recalled as the Brand

Ambassador, the benefits communicated in advertisements

did not get across to the target audience.


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Dove Fiama Final

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