Dove hair Oil launch

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Duvetail Team: We-Innovators Dhanvi Kapadia dhanvi.kapadia@gmail .com 9820058191 Divya Sanil [email protected] 9920887917 Anup Pawaskar [email protected] om 9833655398 Welingkar Institute of Management, Mumbai

description

Matketing and branding ppt on new Dove Hair oil

Transcript of Dove hair Oil launch

Page 1: Dove hair Oil launch

Duvetail

Team: We-InnovatorsDhanvi Kapadia [email protected] 9820058191

Divya Sanil [email protected] 9920887917

Anup Pawaskar [email protected] 9833655398

Welingkar Institute of Management, Mumbai

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RESEARCH METHODOLOGY • A consumer dipstick of 30 females in the Age group of 25-58, SEC A, Mumbai was

conducted• The Hair-oil brands used most often by the respondents were found out and top 6

brands were used further for research. A pie-chart following the slide represents the result• From those 6 hair-oil brands, each were rated(10 point scale) based on 8 attributes:

Fragrance, Non-stickiness ,Nourishment, Purity, Youthfulness, Hair-fall protection, Shine and Value For Money

• We observed a fair correlation amongst the attributes. Hence we conducted a factor analysis using Principal Component Analysis technique using SPSS• We observed that nearly 71% variation could be explained by 2 components•We analyzed the scores of two component factors: -1st Component weighed high on attributes like Hair-fall Protection, Shine and Value for Money We named this factor ‘QUALITY’ -2nd Component weighed high on attributes like Fragrance, Non-Stickiness, Nourishment and Youthfulness We named this factor ‘MODERNITY’

• The details of the working and SPSS output is given in below link: (Paste the same in the URL of the browser) https://docs.google.com/spreadsheet/ccc?key=0AgG2EbWuOb-ldG95Z0tZT1V0dnlpTWN5QzhadzNMV1E&pli=1#gid=0

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PERCEPTUAL MAP OF HAIR-OIL BRANDS

• Both the Parachute brands: Coconut as well as Advansed score high on Quality

• Bajaj Almond drops and Parachute Advanced score high on modernity

-5 -4 -3 -2 -1 0 1 2 3 4 5

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Parachute coconut

Parachute Advansed

Dabur Vatika

Dabur Amla

Bajaj Almond Drops

Himani Navratna

QualityM

oder

nity

• Nourishment, Strengthening and Protection from hair-fall considered to be the three main perceived benefits of using hair oil

• A few of the respondents claimed to be using Ayurvedic hair oils such as Mahabringharaj and others containing ingredients like Brahmi and Maka

• An urban Indian Household spent on an average of Rs. 44 per month on Hair Oil in 2010 South and North India are the fastest growing markets with a growth rate of 62% and 53%

respectively (Source: Marketing Whitebook 2010-11)

INSIGHTS AND SECONDARY FINDINGS:

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SEG

MEN

TATI

ON DEMOGRAPHIC

• Females • Late teens to old age• SEC A1, A2 and A3• Educated Middle Class

and Upper Middle ClassGEOGRAPHIC• Urban India: Metros and

Tier 1PSYCHOGRAPHIC• For Women of today, who

enjoy their elaborate lifestyle to the fullest and is conscious of her appearance

• Working and non-working women

• Believes in age old tradition that oil actually nourishes hair rather than going for chemicals and looking beautiful

BEHAVIORALHair oils are typically used before taking a hair wash(2-3 times a week)

TARG

ETIN

G GENDER• Females

AGE• 19- 50 yrs of age

PRIMARY MARKET• Married, Middle aged

Women and female members of her family

SECONDARY MARKET• Single, Women in their

twenties

LIFESTYLE• Upper Middle Class;,SEC

A1, A2 and A3• Socially Active• Working as well as non

working

POSI

TIO

NIN

G POINTS OF PARITY(POPS)• Available in different Sizes• Suitable for different Hair

Types viz. Dry/Oily etc.• Suitable for different Hair

Problems viz. Dandruff, Dry hair, Color protection

• POINTS OF DIFFERENCERelevance: Emphasizing on Type of Hair and the Hair oil problems commonly faced by women• Distinctiveness: Light hair

oils focusing on repairing the problem from its root

• Believability: Using ordinary looking (non-models) in advertisements

• BENEFITSNumber of Benefits like Dandruff-Control, Freedom from Dry hair, Hair-repair, Nourishment etc.

STP ANALYSIS FOR NEW DUVE HAIR OIL

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Consumer Profile for Duve Hair Oil

Priya, a 25 year old management-student with a reputed institute, born and brought up in a metropolis. who has unmanageable hair and at the same time has to

look presentable. An oil which will give her hair shine and

bounce is ideal for her.

Delzeen Mirza, is a brand manager in an MNC whose

work demands a lot of travelling ,both inter and intra-

city. Due to pollution and varying weather conditions in different cities, her hair has

become fragile and dry.

Ramona, aged 37 ,is a housewife married to a

businessman and a mother of two kids. The stress of

managing two kids has taken a toll on her once beautiful hair

leading to the problem of excessive hair fall.

POSITIONING STATEMENTNOURISH.NURTURE.ACTIVATE

Applying Hair-oil on the scalp

overnight

Nourish

Washing off the

hair with Shampoo

Nurture

Applying conditioner on damp hair and rinse it

Activate

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MARKETING STRATEGY• The hair-oil has a unique formula

containing Vita oils due to which it gets easily absorbed in the scalp. The oil can be applied to both dry and wet hair

• Based on above facts given in the case the product should be positioned as “The Hair-Oil that goes to the root of the (hair)problem”

• Should be made available in variants which are in line with current range of Shampoos and Conditioners suiting particular Hair–Type and Hair Problem:

e.g. Hair-Fall Therapy, Daily-Shine Therapy, Dryness Therapy, Dandruff Therapy, Breakage Repair Therapy

• To be positioned as a premium brand of hair oils

• Prior to a launch, Duve Hair-Oil sachets of 10 ml to be sampled along with Dove Shampoos to induce trial

• Integration with existing Social Media Campaigns like Duve ‘Share your Hair Secrets’