Unilever

Presented by:

Ajay Ram K P

M140039MS

Dove Deep Moisture Body Wash

with NutriumMoisture

Segmentation

• UsingoOrdinary Soaps/Shower

Gels.

oOther Body Washes.

oAfter shower moisturizers.

• Focuses on Women

o Of Age Group 18+

o Using beauty products.

o Of upper-middle class.

Targeting

• Women oCorporate Professionals.

o Beauty Conscious.

oHaving dry skin.

• “This is Care”

Positioning

• NutriumMoisture® Technology.

• No nasty, greasy feeling.

• Cares for your skin ten layers deep.

• Superior in mildness to Olay, Dial and

Cetaphil.

• Producto Affordable.

o Huge quantity provided.

o Moisturizes skin very well.

o Cleans effectively.

o Improves skin quality with regular

use.

o Rich lather.

o Not a lot of quantity required in a

single use.

o Pleasant smell.

o Sturdy cap, travel friendly

Marketing Mix

• Priceo $5.49 for 22 oz (Rs.340)

o No Penetration Pricing

• Placeo Currently available in US, Canada,

Mexico, Netherlands and South

Africa.

o Available in India via online retailers.

Marketing Mix

• Promotion

• Challenges • Campaigns • Magazines

Marketing Mix

• Promotion

• Social

Media• Visual

Media

Marketing Research

• Primary Datao Through Survey in

o Social Media

o Shopping Malls

o Telephonic Interview

o Events

o Campaigns.

o Focus Groups: Young to Middle aged

women.