Professional Documents
Culture Documents
DOVE Business Policy and Strategy
DOVE Business Policy and Strategy
DOVE Business Policy and Strategy
(Faculty, GHPIBM)
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PREFACE
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ACKNOWLEDGEMENT
I would like to thank Dr. Y.C. Joshi (Director of Department) for providing me
an opportunity to undertake the project. I would like to thank Dr. K.S. Prasad
for providing valuable guidance throughout preparation of project. We are also
thankful to our friends and classmate for providing us Technical Knowledge
and support for my project.
Last but not least I would like to thanks everybody who has been associated
with my project at any stage but whose name does not find a place in this
acknowledgement.
Regards,
Karan Radia
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HINDUSTAN UNILEVER LIMITED
Introduction
HUL works to create a better future every day and helps people feel
good, look good and get more out of life with brands and services that
are good for them and good for others.
The Company has over 18,000 employees and has an annual turnover
of INR 31,425 crores (financial year 2015 16). HUL is a subsidiary of
Unilever, one of the worlds leading suppliers of fast moving consumer
goods with strong local roots in more than 100 countries across the
globe with annual sales of 53.3 billion in 2015. Unilever has 67.2%
shareholding in HUL.
Vision
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Five key priorities provide the foundation for our brands campaigns.
Read some examples of how different brands are upholding these
principles.
A healthier future
Our Flora/Becel margarine brands have been scientifically proven to
help reduce cholesterol levels
Vaseline has launched the Vaseline Skin Care Foundation, providing
research into skin conditions and support for people affected by them
Lifebuoy soap has long had a presence in developing markets around
the world, and its campaign to promote handwashing with soap was
celebrated by 200 million people across 53 countries in 2013.
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A better future for the planet
Were aiming to grow our business while reducing our environmental
footprint and working across the supply chain for every brand to do so
Our Laundry brands, including Surf, Omo, Persil and Comfort, have
launched the Cleaner Planet Plan together, encouraging consumers to
change their laundry habits to reduce water and energy consumption
Our Lipton tea brand backs sustainable forest management projects in
Africa
Positive impact
We aim to make a positive impact in many ways: through our brands,
our commercial operations and relationships, through voluntary
contributions, and through the various other ways in which we engage
with society.
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Continuous commitment
We're also committed to continuously improving the way we manage our
environmental impacts and are working towards our longer-term goal of
developing a sustainable business.
Dove
Overview of the Brand
Brand History
The Dove brand, founded by Lever Brothers, began in 1957. When the
brand first began, they sold beauty soap bars. They have since
expanded to produce a wide range of personal care products including
body wash, deodorants, body lotions, facial cleansers and shampoos
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and conditioners (Dove.com). Currently Doves commitment to
delivering real results is mirrored in [their] advertisements. For over 40
years, *theyve+ been using real women in *their+ ads (Dove.com), but
the brand has not always marketed itself in this way.
Evolution of DOVE
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functionality and differentiation of the beauty bar. Instead, the
advertisement builds a brand personality of being a feminine and
indulgent product with which to pamper oneself. This femininity is made
clear through the use of pink throughout the ad and through the copy
darling, tickled pink, head over heels, heavenly.
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Dove Print Advertisements- 1970s
This 1972 print advertisement takes a new approach, asking What part
of you ages first? This copy-heavy ad discusses dryness as a factor
that makes skin look older and harsh soaps as being the culprit for dry
skin. The ad then asks the reader to try an experiment reminiscent of its
older ads: put your bar of soap away and wash daily for 4 weeks with
Dove. Throughout the ad, Dove is described as gentle as rainwater
and able to make skin softer, smoother, and younger-looking. This
advertisement uses the same side by side comparison technique as
used by Dove in past advertisements. This ad, however, is set up like an
article, offering scientific information as to why Dove is better and gentler
than soaps and why it will deliver better results. The emphasis on this ad
is anti-agingto moisturize skin as a way to keep it from looking
wrinkled and old.
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Dove TV Advertisements- 1980s
This 1985 Dove ad asks women across America to take the Dove 7 Day
Test by switching from their ordinary soap to Dove for seven days. In
this ad, Dove is described as being one thousand times better than
soap. The woman in the ad says Soap dried my skin out. Dove made it
feel soft and the ad concludes with the line, Dove makes you feel
prettier because it makes your face feel so soft and touchable. In this
ad, the emphasis is on Dove making you prettier due to its moisturizing
effects. This contrasts later ads from Doves campaign for Real Beauty
which focus on beauty as coming from the inside. However, the use of
challenges or tests for the viewer to try continues to be a running theme
throughout Doves advertisements.
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Dove TV Advertisements- 1990s
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Dove TV Advertisements- 2000s
A brand new 2013 Dove ad shows camera-shy women hiding their faces
away from the camera in comparison to young girls eager to show their
faces. The ad asks, When did you stop thinking you were beautiful?
and encourages women to be your beautiful self. These types of
advertisements do not sell any particular Dove product but rather sell the
brand as one that cares about and supports womens issues like self-
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esteem and confidence. Doves active support of these issues gains
them a lot of respect as a brand. Their focus, seemingly, is on the
consumer, not on the products.
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MACRO ANALYSIS (PESTEL ANALYSIS)
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POLITICAL FACTORS
ECOMOMICAL FACTORS
SOCIOCULTURAL FACTORS
Cultural factors strongly affect how people think and how they consume.
This environment is made up of institutions and other forces that affect
societys basic values, perception, preferences and behaviours. Some
factors are as follow,
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TECHNOLOGICAL FACTORS
Modern equipments
Investment in RND
Safety measures
ENVIRONMENTAL FACTORS
LEGAL FACTORS
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SWOT ANALYSIS
More than this, by looking at yourself and your competitors using the
SWOT framework, you can start to craft a strategy that helps you
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distinguish yourself from your competitors, so that you can compete
successfully in your market.
Strength
Product:
Zero pH levels
Promotion:
Weaknesses
Price:
Promotion:
Targets only the upper middle class women and it gives an idea of
not letting the ordinary women enjoy the touch of beauty
Opportunities
Product:
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Can tap into the market developing beauty products for men
Promotion:
Threats
Product:
Promotion:
Not so popular in non-metro cities & the product is only for higher
and upper middle class group
June, 2005s firming campaign took even fat women in the ad, so it
might give it a slight aspect that is a brand of fat girls
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GE Model
Market Size
Market growth and growth potential
Market profitability
Competition
Market Predictability
New Opportunities
Macro environmental and economic factors
Business Unit Strength refers to the competitive position of each of
the business units. It specifies the strength, market share, market
position of the Business units.
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Factors affecting the Business Unit Strength
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It leads to four strategic decisions based on the outcome of this model.
Invest
Protect
Harvest
Divest
Invest
Protect
Harvest
Divest
As per the GE model Dove well comes in first stage of Growth because
of the Dove still want fresh investment to grow in its verticals.
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Future scenario
The brand Dove has so far evolutionized from a mild soap to range of
cosmetics products in 2017. Dove has extended its product range in
most of the areas of self care. In the future it is set to focus on innovation
and research to enhance and improve its products and product range.
Dove was held to explore and assess the impact of current and future
franchise trends on businesses, investors, financial institutions,
technology, governments entrepreneurial drive, and at large on society,
besides honouring those who have done the best in the franchise sector.
So, its clear that the Dove interio has good future and growth for next
years.
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Reference
https://www.hul.co.in/
http://www.business-standard.com/article/management/dove-flies-
high-on-new-route-109101500017_1.html
http://www.adageindia.in/marketing/news/hindustan-unilever-
takes-on-itc-in-the-soap-market/articleshow/50250352.cms
http://economictimes.indiatimes.com/magazines/brand-
equity/doves-meteoric-rise-from-30-to-4-in-the-most-trusted-
brands-list-decoded/articleshow/49995248.cms
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