Dove+ppt

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Market Plan of

Dove Shampoo



Dove Products

Dove

SOAP

SHAMPOO

HAIR SERUM

DEO

BODY WASH

CONDITIONER


Dove: An overview

• 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 it’s the no. 1 in modern trade.


Classifi cation of Dove Shampoo

COSMETICS

SKIN CARE

TURBINES

MAKE UP

HAIR CARE

HAIR COLOUR

HAIR GEL

CONDITIONER

OIL

SHAMPOO

HIGH PRICED

MID LEVEL

LOWER END


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)


Mission & Objective

OBJECTIVE

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

MISSION• Widening stereotype View of beauty.

• Inspiring women totake great care of themselves


Market share of shampoos in India

• HUL is the leader with approximately 44% • P&G is the second-largest player, with a market

share of around 25%.


TARGET CUSTOMERS

• UPPER MIDDLE CLASS AND PREMIUM CLASS PEOPLE

• Women: Youngsters Teens

Pre - Teens


CHANNEL DISTRIBUTION

RETAIL OUTLET

MODERN TRADES

DOVE (HUL)

C& F

STOCKISTS

CSD


Marketing strategies

• 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


• 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.


COMPETITIVE ANALYSISPANTENE GARNIER CLINIC PLUS SUNSILK

P & G, Launched in Sept 2001

Loreal Brand, launched in 1991

HUL, launched in 1987

HUL, Launched in 1964

Focuses on superior quality of Product & Services

Focus on Individual Products more than its brand image & also on strength & innovation

Strengthens week hair, Prevents Breakage, softens rough hair

Fragrances colour ingredients are all well linked to cue overall synergy

Amino-Pro you complex Hair that’s stronger 10 times

Positions as nature based innovative Personal Care Brand

Positions as an anti dandruff with hair that shines

Positioned as the hair expert identified different hair needs & give her the desired results.

Endorsed by Katrina Kaif.

Uses blend of foreign & indian models

Uses mother & daughter bond,also uses teenage kids

Uses hair experts for their advertisement


Pop of Dove

Available in different sizes

Available for different hair types

Almost at the same prices

Focuses on Indian hair problems


DOVE: POD

Three times stronger, smoother & softer hair.

Focuses on emotional selling proposition

Its not just a shampoo it’s 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.


Promotional & Communication Strategy

INTERVIEWS

ADVERTISING

BILLBOARDS

PANEL DISCUSSIONS

TV COMMERC

IALS

PROGRAMS

THE DOVE SELF-ESTEEM FUND

WEBSITE

Unconventional strategy

Strong emotional touch

Cross-selling Possibilities

Effective advertising, Free publicity

Continuously evolving the campaign


Bonding

Advantage

Performance

Relevance

Presence

Mass appeal to all segments; high patronage

Better quality at affordable price

Mild, gentle, moisturizing

Health and beauty

More than 80 countries

BRAND DYNAMICS OF DOVE

High Loyalty/ Strong Share of

Wallet

Low Loyalty/ Weak Share of

Wallet


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

Dove Shampoo market positioning


THANK YOU


Documents

Dove+ppt