Post on 05-Apr-2018
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PRESENTED BY
GROUP 4
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Dove has grown from a US-only soap bar into one of Unilever's biggest
global brands. It is now the world's #1 cleansing brand
Type - Personal careOwner - Unilever
Introduced - 1955
The products are sold in more than 35 countries and are offered for both
women and men.
The Dove trademark and brand name is currently owned byUnilever.
http://www.adbrands.net/nl/unilever_nl.htmhttp://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/Unileverhttp://www.adbrands.net/nl/unilever_nl.htm7/31/2019 CB-DOVE NEW
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1940s Formula for Dove Bar (Mild Soap)
1950s Refined to original Dove Beauty Bar
1960s Launched in the market
1970s Popularity Increased as a milder soap
1980s Leading brand recommended by Physicians
1990s Dove beauty wash successfully launched
1995-2001 Extension ofDoves range of products
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Market Share of HUL
HUL leads overall shampoo market with 48.3% share.
Among HUL products
Clinic -34.2% Sunsilk -10.9%
Others -3.2%
The premium segment was created and dominated by LOreal
in order to capture premium segment market HUL introduced
Dove
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Currently Products include
During the 1990s, the group began to extend the brand across thecomplete personal care spectrum, and Dove now encompasses a widerange of products from bar soap to shower gel, and from deodorants to
shampoo-conditioners.
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Dove Intense Repair
Dove Hair-fall Rescue
Dove Daily Shine
Dove Dryness Care
Dove Dandruff Care
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Bathing Bar/Body WashFace Wash
Body Lotion
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Clear Touch(Anit White Marks)
Original
Silk Dry
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ProductDove first product beauty bar was launched in 1955
It claim not to dry out the skin the way other soap did
Technically the soap came from military research
Marketing and advertisingBlend of marketing communication tool-T.V, print media and bill boards.
Advertising message: dove soap doesnt dry your skin because it is one quarter
cleansing cream
Rather than models, It used natural looking women to convey the benefit of the
products.
OutcomeAs a result , dove has positioned it self as being in the beauty industry by focusing on
functional benefits as well as successful marketing
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ProductsHair care : shampoo spray and gel
Skincare : soap and moisturizer
Deodorants
Real Beauty and Self esteem campaignFirst appeal to internal needs of consumers.
Did not focus on functional benefits, but on need to feel good.
Used over sized models, elderly women to convey the message.
Dove evolution film.Shifted from broadcast media to digital media you tube and blogs.
film evolution viewed by 3 million visitors in 3 month.
Marketing communication gave dove a wide exposure
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Brand Attributes
The presence of milk lotion in dove acts as adifferentiator.
Benefits Dove does not use any harmful chemicals
Values The value is that of True-Beauty
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Product Strategy
A combination of moisturizer and softness so as to satisfy the
particular need which was earlier not met.
Focused on women(non-models) beautiful in their own way.
Based on global study on perceptions and attitudes of women
with regard to personal beauty and well-being.
Strong personal ,emotional connection between brand and
consumers.
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Pricing Strategy
With the entry in Indian market in 1995 it was priced at
Rs.50 NOT SATISFACTORY FOR THE CONSUMERS.
People with higher income level did not consider it worth
buying.
DOVE then changed its strategy and lowered its price to
Rs.28 thereby attracting the upper middle class Indian
consumer.
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0
20
40
60
80
100
120
140
Shampoo 200ml
Sunsilk
Dove
Clear
Clinic Plus
0
10
20
30
40
50
Soaps 100gm
Lifebuoy
DoveLux
Breeze
Pears
0
50
100
150
200
Anti Perspirants
Axe
Dove
Rexsona
Sure
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Place Strategy
The distribution channels used is no different that of HUL
except Kwality Walls.
Competition with home products like- Lux, Pears.
Competitive advantage using 1 distribution channel to
provide their various products to retailers.
More popular in Metropolitan cities.
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Promotion Strategy
Positioned as REAL BEAUTY and is considered to be good for
people of all ages.
Various promotional awareness :-
- DOVE Self esteem fund in 2006.
- AD commercials on TV by doing comparison with other
products of same range.
REAL beauty campaign in 2008.
Promotion with the help of study.
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TELEVISION ADS
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Promotional campaigns
The various stages used in Dove promotional
campaign
Extensive television and out-door campaign
Short films (Vignettes)
Collaboration with Yahoo!
Dove beautiful hair gallery
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to make more women feel beautiful everyday, by wideningtodays view of beauty and by inspiring women to take care ofthemselves
Committed to reaching 5 million young women by the end of
2010 To help free ourselves and the next generation from beautystereotypes.
Self-Esteem Fund focuses to
- Develop and distribute free resources that enable and empowerwomen and girls to embrace a broad definition of beauty.
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Sales of firming lotion in UK rose by700%
Sales in the US went up by11.4%
Total Sales for the Dove Brand rose 6%
No. of visitors to website increased by200%
Grand EFFIE award for advertising effectiveness
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Dove can increase its customer base by informing
the customers about product attributes & itsbenefits.
Dove helps a woman to celebrate her own inner
beauty.
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