GROUP NO. 5

Presented By:-Varsha Chandra

Rohit Srivastava

Subhojit Das Gupta

Heena Duggal

Biru Kumar

Mukesh Mishra

Dove is a personal care brand owned by Unilever.

It started in 1957 The brand came to India in 1995.

It is imported and marketed by Hindustan Unilever Limited (HUL).

By the end of the dove firming “Real Women” Campaign, dove has become a national talking point and was ranked

number three in the body lotions market, ahead of L’oreal, Garnier, Neutrogena and

Olay. In the year 2004, Unilever won the

‘marketer of the year’ award for its brand Dove

INTRODUCTION

SHAMPOO

HAIRSERU

M

DEO

CONDITIONER

BODY WAS

H

DOVE

SOAP

DOVE PRODUCTS

DOVE PRODUCTS

Dove market positioning in the 1950’s

ProductDove first product beauty bar was launched in 1955•It claim not to dry out the skin the way other soap did•Technically nat soap at all formula came from military research

Marketing and advertisingBleand of marketing communication tool-T.V, print media and bill boards.Advertising message: “dove soap doesn’t dry your skin because it is one quarter cleansing cream”Rather than models, It used natural looking women to convey the benefit of the products.

OutcomeAs a result of dove positioning it self as being in the beauty industry and focusing on functional benefits as well as successful marketing

Dove market positioning in 2010-11

Products•Hair care : shampoo spray and gel•Skincare : soap and moisturizer•Deodorants

“Real Beauty” and “Self esteem campaign”•First appeal to esthetic needs of consumers.•Did not focus on functional benefits, but on need to feel good.•Used over sized models, elderly women to convey the message.

Dove evolution film.•Shifted from broadcast media to digital media you tube and blogs.•film evolution viewed by 3 million visitors in 3 month.•Marketing communication gave dove a wide exposure

UNILEVER

On any given day, two billion

people use unilever products

to look good, feel good and

get more out of life.

About Unilever From long-established names like Lifebuoy, Sunlight and Pond’s to new innovations such as the Pureit affordable water purifier, our range of brands is as diverse as our worldwide consumer base.  Unilever has more than 400 brands, 12 of which generate sales in excess of €1 billion a year.  Many of these brands have long-standing, strong social missions, including Lifebuoy’s drive to promote hygiene through hand washing with soap, and Dove’s campaign for real beauty.  We’ve also won a wealth of advertising industry honours at the prestigious Cannes Advertising Awards, including being named 2010’s Advertiser of the Year.

Life Partners of Unilever

With more than 400 brands focused on health and

wellbeing, no company touches so many people’s

lives in so many different ways.

Our portfolio ranges from nutritionally balanced

foods to indulgent ice creams, affordable soaps,

luxurious shampoos and everyday household care

products.

We produce world-leading brands including

Lipton, Knorr, Dove, Axe, Hellmann’s and Omo,

alongside trusted local names such as Blue Band,

Pureit and Suave.

We realise innovation is key to our progress, and through cutting-edge science we’re constantly enhancing our brands, improving their nutritional properties, taste, fragrance, or functionality. We invest nearly €1 billion every year in research and development, and have established laboratories around the world where our scientists explore new thinking and techniques, applying their expertise to our products. Consumer research plays a vital role in this process. Our unrivalled global reach allows us to get closer to consumers in local markets, ensuring we understand their diverse needs and priorities.

Impact & Innovation

4 P’s of MarketingProdu

ct

Price Place

Promotion

4 P’s

Product Strategy A combination of moisturizer and softness so as to

satisfy the particular need which was earlier not

met.

Focused on women(“non-models”) beautiful in

their own way.

Based on global study on perceptions and

attitudes of women with regard to personal beauty

and well-being.

Strong personal ,emotional connection between

brand and consumers.

Pricing Strategy With the entry in Indian market in 1995 it was

priced at Rs.50 NOT SATISFACTORY FOR THE

CONSUMERS.

People with higher income level did not consider

it worth buying.

DOVE then changed its strategy and lowered its

price to Rs.28 thereby attracting the upper

middle class Indian consumer.

Place Strategy

The distribution channels used is no different

that of HUL except “Kwality Walls”.

Competition with home products like- Lux,

Pears.

Competitive advantage– using 1 distribution

channel to provide their various products to

retailers.

More popular in Metropolitan cities.

DOVE

C&F

STOCKIST

C&DRETAILOUTLET

MODERNTRADE

CHANNELS OF DISTRIBUTION

Promotion Strategy

Positioned as REAL BEAUTY and is considered to

be good for people of all ages.

Various promotional awareness :-

- DOVE Self esteem fund in 2006.

- AD commercials on TV by doing comparison

with other products of same range.

REAL beauty campaign in 2008.

Promotion with the help of study.

Market Research A combination of moisturizer and softness so as

to satisfy the particular need which was earlier not met.

Focused no women (non model)-beautiful in their own way.

Strong personal emotional connection between brand and consumer.

Competition with home product like LUX ,PEARS. With the entry in indian market in 1995 it was

priced at Rs. 50. People with higher income level did not consider

it worth buying. AD commercail in T.V making comparision with

different other brands

Market Segmentation

A Dove segment the market on the basis of :

Demographic segmentation

-Gender: female(working women)

-Income: high income group & upper

middle class.

Psychographic segmentation

- It tries to change the psychology of an

average looking women that she can

look equally beautiful.

Defining Target Audience

Targets girls and women of all ages ,

shapes and sizes.

Especially target the working women as

they have busy schedules and cannot take

out time for themselves so by using one

soap the can get the benefits of a soap as

well as a moisturizer.

Dove uses the market specialization.

BROADCASTMEDIA

TELEVISION RADIO

MEDIA SELECTION

TELEVISION ADS

PRINTMEDIA

NEWSPAPER MAGAZINE

TELEVISION ADS

MAGAZINE AD

OUT OF HOMES

BILL BOARDS KIOSKSTRANSIT MEDIA

BILLBOARDS

KIOSKS

DIGITAL MEDIA

INTERNET ADS

STRENGTH

SWEAKNESS

OPPORTUNITIES

THREATS

SWOT ANALYSIS

STRENGHTS Brand loyalty.

Brand recognition and widespread

distribution.

Scope for segmentation – hands, face,

body.

Able to encourage consumer to feel

and look their best.

Effective advertising, Free publicity.

WEAKNESS

High levels of expensive advertising

needed and maintained.

Negative publicity – use of chemicals,

animal testing.

High costs to launch new products.

Some products are seen as a

pampering product not essential use.

OPPORTUNITIES

Investments in shower

products/sports products.

Target male customers .

Price promotions (buy one get one

free).

Target teen specific concerns

(medicated skin opportunities).

Unified advertising throughout the

globe .

THREATS

Decline in Bath products.

New launch of other brands with

similar products.

Negative Publicity.

More willingness to try new brands for

shower products.

Gifts Distributed by Dove

Consumer’s Response

It is a quality product with reasonable price.

-Priya Arora

I use this product because after using this

product I don’t have use anything else.

-Udiksha Khare

Dove soap are very helpful for dry and rough

skin.

-Ankita Singh

I used other brand shampoos but dove I think is

the best.

-Nita Dayal

Its is not worth buying because at the same price

there are other products available in the market

which are better than dove like L’oreal pears etc.

-

Komal Grover

Clean, fresh feeling, moisturize my skin no over

powering smell. -Nistha Sen

Consumer’s Response

THANK YOU