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com/fyp/

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SOAP

CONDITIONER SHAMPOO

Dove
BODY WASH HAIR SERUM

DEO www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/

 A Product of UNILEVER. Dove's products for hair damage repair offers solutions for breakage and dryness as well as daily-use products. Dove in India has high Brand equity. DOVE launched its hair care in May 07 and now its the no. 1 in modern trade.

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SKIN CARE

HAIR COLOUR HAIR GEL

COSMETICS

HAIR CARE TURBINES

MAKE UP

CONDITIONER

HIGH PRICED

OIL

MID LEVEL

SHAMPOO

LOWER END

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LEVEL OF COMPETITION
BUDGETORY (ALL FOOD ITEMS, ENTERTAINMENT, MOBILE RECHARGE,) GENERIC (All hair care products) CATEGORY (ACROLANE, Medicated shampoo, shikaki soap etc)

PRODUCT (sunsilk, pantene,Garnier,etc)

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MISSION Widening stereotype View of beauty. Inspiring women to take great care of themselves

OBJECTIVE To pass its mission and cause a positive influence in younger generation, pre teen & teenage girls

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 HUL is the leader with approximately 44% P&G is the second-largest player, with a market share of around 25%.

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TARGET CUSTOMERS
UPPER MIDDLE CLASS AND PREMIUM CLASS PEOPLE Women: Youngsters Teens Pre - Teens

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DOVE (HUL)

C& F

STOCKISTS

CSD

RETAIL OUTLET
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MODERN TRADES

 SALES PROMOTION: The sales promotions offer include giving

out free Real Beauty T-shirts (on Rs 499 purchases ). All the free sampling is done for new products which are launched in the market.

DIRECT MARKETING: Join "Your Dove" and register for

Dove Dimension e-newsletter or magazine. Your Dove entitles the user to preview special offers and product innovations, articles access to beauty editors and expert's advice and provides tips to create their own personalised beauty care routines. Toll free contact numbers are available on the website for customer support and emergency calls

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 PUBLIC RELATIONS The most crucial aspects in the success of the

Real Beauty campaign has been the effective use of PR to affect the consumers at the cognitive and then the affective stage. The "Dove in the News" section contains a number of press releases that were published in various newspapers and magazines.

THE REAL BEAUTY CAMPAIGN: Lastly, while the Real Beauty

campaign, which is at the heart of Dove's marketing communications strategy, is creating waves in the media presently, not much can be said about the future of the campaign as it deviates ever so slightly from the previous positioning of the brand.

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COMPETITIVE ANALYSIS
PANTENE P & G, Launched in Sept 2001 GARNIER Loreal Brand, launched in 1991 CLINIC PLUS HUL, launched in 1987 Strengthens week hair, Prevents Breakage, softens rough hair SUNSILK HUL, Launched in 1964 Fragrances colour ingredients are all well linked to cue overall synergy Positioned as the hair expert identified different hair needs & give her the desired results. Focuses on superior Focus on Individual quality of Product & Products more than Services its brand image & also on strength & innovation Amino-Pro you complex Hair thats stronger 10 times

Positions as nature Positions as an anti based innovative dandruff with hair Personal Care Brand that shines

Endorsed by Katrina Uses blend of Uses mother & Kaif. foreign & indian daughter bond,also models www.final-yearprojects.co.cc | uses teenage kids
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Uses hair experts for their advertisement

Available in different sizes

Available for different hair types

Almost at the same prices

Focuses on Indian hair problems
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Three times stronger, smoother & softer hair.

Focuses on emotional selling proposition

Its not just a shampoo its a therapy that repairs your hair & enhances the real beauty in you. It does not use celebrity rather makes regular women to be its super model.
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Promotional & Communication Strategy

ADVERTISING

Unconventional strategy Strong emotional touch

TV COMMERC IALS

BILLBOARDS

Cross-selling Possibilities Effective advertising, Free publicity Continuously evolving the campaign
WEBSITE

INTERVIEWS PANEL DISCUSSIONS

PROGRAMS

THE DOVE SELFESTEEM FUND www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/

BRAND DYNAMICS OF DOVE

High Loyalty/ Strong Share of Wallet

Bonding

Mass appeal to all segments; high patronage

Advantage

Better quality at affordable price

Performance

Mild, gentle, moisturizing

Low Loyalty/ Weak Share of Wallet

Relevance

Health and beauty

Presence
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More than 80 countries

Dove Shampoo market positioning

Activities
Hair care: Contests Hairometer challenge

Real Beauty and Self Esteem Campaign

Appealed to aesthetic needs of the consumers Did not focus on functional benefits, but on need to feel good Used oversized models, elderly women to convey the message

Dove Evolution Film

Shift from broadcast media to digital media, YouTube & Blogs Film evolution viewed by 3 million visitors in 3 months Marketing communications gave Dove a wide exposure

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