By:-

Pankaj Jariyal - 22
Sreejith M P - 34
Siddharth Anath - 57
Siddharth Singh - 58
Uday Patial – 61
Vibhash Anand Vibhuti - 64
 2002 1995-2000 1970 1957 1950 1940
2005
Self Esteem Extension of Popularity Refined to Formula for
Campaign Campaign for Real Launched in the
Dove’s range of Increased as a original Dove Dove Bar
Beauty market
products milder soap Beauty Bar (Mild Soap)
EVOLUTION OF BRAND ‘DOVE’
 DOVE - BRAND EXTENSION

•Dove Intensive Repair

•Hair Fall Rescue
•Daily Shine •Crème
•Dryness Care •Fresh Moisture
•Dandruff Care •Gentle Exfoliating
•Original
•Silk Dry
•Clear Touch
 World’s No1 Cleansing Brand

Dove Spa’s

Dove Shower Gel, Dove Shampoo

Dove Sensitive Bar

Dove Blue Bar

CORE PRODUCT
Description Dove Blue Bar

Core Product

In-Store Position Moisturizing Soap for mild skin

Models of Consumption Every day Bath

BASIC PRODUCT (CORE RANGE EXTENSION)
Description New Format or Flavor as addition
to core product Range

Linkage to Core Format

In-Store Position Directly next to Core-Range

Models of Consumption Similar Type of Usage to Core

Product, though could be different
occasion
EXPECTED PRODUCT (DIRECT STRETCH)
Description Stretched into adjacent markets with a
direct link to core range

Linkage to Core Reason to believe and/or complementary

usage

In-Store Position Close to core range, same fixture

Models of Consumption Similar Type of Usage to Core Product,

though could be different occasion
AUGMENT LEVEL
Description Addition of intangible features into the
product

Linkage to Core Badge Value

In-Store Position Different stores or sections of a

‘flagship brand’ store
Models of Consumption Very Varied
POTENTIAL PRODUCT (INDIRECT STRETCH)
Description Stretched to a more distant market with
less obvious link to core range or
reflection of customers delight

Linkage to Core Umbrella concept and brand personality

In-Store Position Further from core range.

Models of Consumption This is where the manufacturer becomes

not just a "supplier," but a partner with
the customer
 MARKETING STRATEGY

ADVERTISING INTERVIEW
S Unconventional strategy

Strong emotional touch

TV
COMMER
BILLBOAR CIALS Cross-selling Possibilities
DS

Effective advertising, Free

publicity
PANEL Continuously evolving the
DISCUSSIO campaign
NS

PROGRAM WEBSITE
S

THE DOVE
SELF-ESTEEM
FUND 10
THANK YOU