Upload
sameer-mathur
View
55
Download
10
Tags:
Embed Size (px)
Citation preview
Expected to reach INR170
billion by 2018
Grew by 17% in 2013 to reach INR
135.2 billion
CAGR of 16.13% from
2009-13
Hair Care Category in India
2009 2010 2011 2012 2013
30,061.10 32,389.7036,726.90
41,476.1046,799.80Shampoo Segment (INR million)
CAGR of 12.06% between 2009-2013
HIGHLY FRAGMENTEDDove
Dove had a market share of 4.4% in 2014
SHAMPOO SEGMENT
CONSTITUTED 35% OF HAIR CARE IN
2013
35%
Shampoo segment’s contribution to hair care
in 2013 (value wise)
Source: Euromonitor
Source: Euromonitor
Hair Care Market (retail % split by manufacturer)
Hindustan Unilever Ltd Dabur India Ltd Marico Ltd L'Oréal India Pvt Ltd Procter & Gamble Home Products Ltd Godrej Consumer Products Ltd Emami Ltd Hygienic Research Institute CavinKare Pvt Ltd Bajaj Consumer Care Ltd Dey's Medical Stores Mfg Ltd Amway India Enterprises Pvt Ltd ITC Ltd Wella India Haircosmetics Pvt Ltd Henkel India Ltd Himalaya Drug Co, The Others
About the Manufacturer
Net sales of INR 258.1bn and profits of INR 30 bn in previous financial year
Leader in the overall beauty and personal care
in India in 2013 with a 30% market share
Leader in 7 out of 10 main categories
Widest product portfolio with strong presence in some of the fastest-growing categories HUL had a market share
of 17% in 2013 in hair care categorySource: EuromonitorSource: Company Annual Report
The Brand
Launched in US in 1957
Fastest growing hair category brand in
India
Leading bar brand in UK, US
and CanadaPresence in 80
countries worldwide
Launched in India in 1993
Source: Company Website
Skin CareSoaps, Body
Wash, Face Wash,
Lotions
Hair CareShampoos,
Conditioners, Hair Oil
Anti-PerspirantsDeodorants
Portfolio
Source: www.dove.in
2010 2011 2012 201302468
101214161820 18.8 17.5 17.3 16.6
3.4 3.7 4.1 4.3
Share in Hair Care: % Value (2010-2013)
Hindustan Unilever Ltd Dove
The Brand Extension
Fastest growing shampoo brand in India
Dove entered the shampoo market in 2007
Offers 5 Variants
Source: Euromonitor
Dove Shampoos
ProductPremium shampoo range offering 5 variants with different benefits
Dryness Care
Nourishing Oil Care
Split end Rescue
Dandruff Care Hair fall Rescue
With one-quarter moisturizing milk
Price
180ml for Rs. 155340ml for Rs. 279
All variants line-priced
Competitors’ Price Analysis
170ml for Rs. 155180ml for Rs. 125175ml for Rs. 145
175ml for Rs. 120
3 SKUs: 180ml, 340ml, 650ml
650ml for Rs. 410
180ml for Rs. 155175ml for Rs. 135
Premium pricing as compared to most competitors
H&S more expensive than Dove
Place Across Channels
Modern Trade Outlets Chemists & Pharmacies
General Trade Stores Online retailers
Tier 1 & Tier 2 cities
Promotion
Dove’s umbrella campaign across categories
Evolution Tick-box campaign Average beautiful campaign Real Beauty Sketches
Make more women feel beautiful everyday
PromotionDove Shampoos Promotion
Television commercials
Price-off promotionsSocial media engagement
Youtube ads
Comparative marketing: Hoardings
Online marketing
Ordinary “Real” women featured in all forms of advertisements: No celebrity brand endorsement
Positioning
Tier 1 and Tier 2 cities in India
Segmentation
DemographicGeographic Behavioral
TargetingFemalesAge Group: 18-34yrsHigh Income groupsUpper middle class
Women who love to
experiment with their hair
Women who want damage-
free hair
PositioningOne-fourth moisturizing milk Dove protects your hair from damage
Experiment with your hair without worrying about hair damage
Positioning
Competitive Frame of Reference
Price
Protection from hair damage
Hair fall repairDandruff careSoft, smooth
hair
1/4th Moisturizing milkRepairs damaged hair
POD
POP
Crucial POD: Repairs hair which are damaged from coloring, straightening, curling
Gives women the confidence to experiment with their hair and look beautiful