Index

Introduction (Dove) – EXISTING PRODUCT

History of Dove

Purpose of new packaging

Marketing strategies

Products

Rates

Print Advertisement

Case study

SWOT analysis

Media Product

Marketing strategies

DOVE – Existing Product

Introduction

Dove is a soap bar and personal care brand (including hair care products) owned by Unilever. Dove is primarily made from synthetic surfactants, as well as some vegetable oil based soap ingredients, such as sodium palm kern elate. These synthetic Surfactants are what give Dove the leading mildness among cleansing bars. Dove is formulated to be pH neutral, with pH that is usually between 6.5 and 7.5.

Dove products include: antiperspirants/deodorants, body washes, beauty bars, lotions/moisturizers, hair care and facial care products.

The bar forms of Dove are currently produced in the cool moisture, exfoliating, sensitive skin unscented, nutrium nourishing, white, pink, calming night, pro-age, and energy glow versions.

History of Dove soap

In 1955, Dove soap was launched in US. Dove contained a patented, mild cleansing ingredient, into the soap category. It was positioned – then and now – as a “beauty bar” with one-fourth cleansing cream that moisturizes skin while washing as opposed to the drying effect of regular soap. Advertisements reinforced the message by showing the cream being poured into the beauty bar. In 1979, the phrase “cleaning cream” was replaced with moisturizer cream”. In 1979, a Pennsylvania dermatologist showed that Dove dried and irritated skin significantly less than ordinary soaps, based on which Unilever started aggressive marketing and won more than 24% of the market by 2003.

In 2006, Dove started the Dove self-esteem Fund. The goal of the fund is to be “an agent of change to educate and inspire girls on a wider definition of beauty and to make them feel more confident about themselves.” To this end, Dove have created a number of largely online- only short films, including Daughters (which also aired in a 75-second spot during the Super bowl XL), Evolution, Onslaught, and Amy.

Over the last few years, Dove has focused on delivering products that inspire women to enjoy their own beauty and individuality. As part of our campaign for Real Beauty, the Dove Self Esteem Fund (DSEF) was launched in 2004 to demonstrate our commitment to the brand’s mission ‘to make more women feel beautiful every day, by widening today’s view of beauty and by inspiring women to take great care of them.’ The DSEF aims to educate and inspire young girls through a series of tools and workshops which ultimately protects and nurtures their body-related self-esteem and enables them to become fully realized adults. Through the Fund we aim to reach the lives of 5 million young people by the end of 2010, with at least one hour of participation in one of our self-esteem programmes.

Key Facts

The world’s number 1 cleansing brand

Sales of over E 2..5 billion a year in over 80 countries

Outsells all other skin care bars combined in the US

Over 1 billion showers taken with Dove products in the US each year

Concept Evaluation:

We evaluate the concept through the consumer survey and we found that majority of consumers prefer to buy TUBE PACK which was in favor of the idea and the idea was excellent. After that we evaluate the cost and we found that per

unit cost of TUBE is less than the jar packs. Cost of TUBE pack is 4 to 5 percent less than the jar pack.

Purpose of New Packaging:

Marketing:

The packaging can be used by marketers to encourage potential buyers to purchase the product. Package design has been an important and constantly evolving phenomenon. Therefore we thought that DOVE cream which is in jar pack if bring in TUBE pack the more customers will attract towards it.

Convenience:

The TUBE packages have features which add convenience in distribution, handling, display, sale, opening, reclosing, use, and reuse. So this TUBE pack is more convenient and expedient to use.

Compete in the market:

Most of the creams in the market are in TUBE pack and people like to buy TUBE pack creams, so there was an opportunity to bring well known DOVE cream in TUBE pack so that it compete effectively against its competitors.

To increase market growth and share:

Majority of the consumers buy TUBE pack creams, if DOVE come from jar to the TUBE pack then definitely the consumers who like TUBE pack will switch on to this new pack of DOVE. Ultimately the market share and growth will increase.

Conclusion:

The change in packaging of an existing well known brand can increase market share, attraction, customer base, loyalty but it should be done after doing consumer survey otherwise it can be negative. Modifying the packaging of established brand can cause negative consequences but for this there is a need of proper research. If there is a chance or favorable opportunity for alteration then avail that opportunity carefully as in case of DOVE cream.

Marketing Strategies for the New Product Development

Product Price Promotion Placement

Product

We are going to introduce Dove Fairness Cream in a Tube Packaging with some extra Ingredients and benefits which makes the faces soft and more beautiful. Before that idea the Dove Cream is only available in jar packaging instead of Tue Packaging. The cream with jar packaging is not easy to hold in hand and in purse especially for those girls who are very conscious about their skins. For securing the market of Dove Cream we are introducing new Tube Packaging.

The new Tube packing has many value added features like

Convenience in distribution Easy to hold and carry with Easy to use Affordable for all segments

Dove has a wide range of products like

Beauty bars

Shampoos

Conditioners

Hair cream

Hair spray

Styling aids

Mousse

Body lotion

Body wash

Deodorant.

Price

Price is only one P among 4P’s that generate some revenue for the company rest all incurred some cost of the company.As you know that there are several price based approaches are available that company should follow.Here we use Competition based price approach for the Dove Cream with new Tube Packaging.

Firstly we analyze competitor price We charge average of competitor price.

After complete analysis of all the cost which is incurred we set the standard price of the product which is easily affordable for all segments like low class, middle class, and high class people easily purchase that product.

Promotion

For the purpose of promoting the Dove Cream with new Tube Packaging we use different sources like Print Media, Electronic Media, and Internet etc

Add is given on

Geo TV, AAJ TV, PTV etc Radio Dawn Magazine Jung Newspaper

Promote through Banners, Brochures, Charts, Play cards etc

Rates that Print and Electronic Media Charge against Promoting your product through AD

Rates given are based on single vehicle of a medium

Advertising Tariff

Geo Entertainment

Effective July 01, 2007

Time band (PST) Rates per 30 Seconds (PKR)

000-0859 3,570

0900-1059 10,000

1100-1759 5,000

1800-1859 20,000

1900-1959 37,500

2000-2059 62,500

2100-2159 37,500

2200-2359 25,000

SLOT TIME BAND BASERATE(per minute) MULTIPLIER

Aaj Raat 00.00 – 06.00 Rs. 20,000 + GST 1

Aaj Subah 06.00 – 12.00 2

Aaj Dopehar 12.00 – 17.00 2.5

Aaj Shaam 17.00 – 19.30 3.5

Aaj Prime 19.30 – 23.00 5

Aaj Night 23.00 – 00.00 2.5

SLOT TIME BAND BASERATE(per minute) MULTIPLIER

Aaj Raat 00.00 – 06.00 Rs. 20,000 + GST 1

Aaj Subah 06.00 – 12.00 2

Aaj Dopehar 12.00 – 17.00 2.5

Aaj Shaam 17.00 – 19.30 3.5

Aaj Prime 19.30 – 23.00 5

Aaj Night 23.00 – 00.00 2.5

All prices are subject to General Sales Tax and inclusive of agency commission

Tickers/Scrolls & DLS/logos are charged 35% premium over Time Band Rates

Fixed positions are charged as per premium schedule

Above rates do not apply on special events/special presentations/special place

Instructions

1. Kindly mention the time slot and multiplier on Release Order. 2. Please allow a credit period of 15 days after the invoice is received.3. 5% special AAJ TV discount on advance payment received 48 hours before

the schedule starts.4. All Release Orders should be sent to AAJ TV a week prior to the airing

schedule.5. Branding charges for Back Drops Side Displays and other Display material

and /or special positions shall be given separately.

Material Handling

1. As per AAJ TV’s requirement, material will be accepted on Beta/ DV formats only, on International Broadcast audio/video quality.

2. The material should be submitted to AAJ TV 72 hours prior to the date of transmission.

*The above – mentioned rate is not applicable to sponsorship of New

The rates for placing ads on Radio are3000 to 5000 Rs for 1 min

The rates for placing ads on Newspapers are 10,000 to 25,000 Rs for Placing on first pages

Actual Cost that is incurred as Promotional Cost

Placement

The product which we are going to introduce in Dove Cream with new Tube Packaging after deciding rest all three Marketing P’s now we are in a position to decide where the product is placed. The product should be placed everywhere in the market. Now company also targets those markets which are already not captured by the Dove Cream due to its high prices. The product is place on retail shops through different Distributors. The product is available in the market at fair price.

Case study

“Dove wants to challenge the definition of the beauty. Dove believe that beauty has become too narrow in definition. We want to defy the stereotype that only young, blond and tall are beautiful.”

-Philippe Harousseau, Dove’s Marketing Director

CFRB (Campaign for Real Beauty):

First Phase

Second Phase

Reasons

Declining Sales --- lost in crowded market

Increased competition --- Olay, P&G Co (Pantene, head & shoulders), L’Oreal, and Neutrogena.

Resulting advertising clutter

Stagnation in one or two categories --- In spite of increase in product range

Need for Brand Positioning --- Evolve brand image without losing their existing customer base

Marketing Strategy

ADVERTISING

TV COMMERCIALS

WEBSITE

BILLBOARDS

PANEL DISCUSSIONS

INTERVIEWS

THE DOVE SELF-ESTEEM FUND

PROGRAMS

SWOT ANALYSIS OF THE CAMPAIGN

Strengths

o Unconventional strategy

o Effective advertising, Free publicity

o Continuously evolving the campaign

o Strong emotional touch

o Cross-selling Possibilities

Weaknesses

Contradictory in nature

Objectification of women

Women featured were comparatively slim

Use of idealized images in other brands under the same flagship

Contradictory Japanese campaign

Opportunity

Target male customers

Maintain better standards of quality

Unified advertising throughout the globe

Continuous innovation

Success Of The Campaign

Sales of firming lotion in UK rose by 700%

Sales in the US went up by 11.4%

Total Sales for the Dove Brand rose 6%

No. of visitors to website increased by 200%

Grand EFFIE award for advertising effectiveness

Positive response from the masses

Threats

Risk of being a brand for “fat girls”

Involved marketing risk

Copy by the competitors

Undermining the aspiration of consumers

Sustainability of campaign in long run

Media Product

Medium: Radio & e-radio (internet)

Program name: Sangamam

Introduction:

Sangamam is a radio music program which enhances different genres of music right from carnatic till western performed by the professional people from the field and also the budding young minds. This program is set to wave a different musical nodes everywhere with the strong essence of music. This is also one of the way in which even the upcoming artists can perform and find a better platform for them to make a mark in the industry.

Marketing Strategies for the New Product Development

Product Price Promotion Placement

Product

Program Name: Sangamam

Medium: Electronic and new media – (Radio & e-radio)

Frequency: 93.5 Suryan Fm

Time: 9am – 10am (Sunday)

The media product is a music program named “Sangamam” which is telecasted through Suryan fm every Sunday from 9am to 10am. Program objective is to make aware of the various genres of the music to the

audience played by professionals and young talented people. Sangamam will satisfy all the needs of the music lovers. Audience can tune in from wherever they are with the help of new medium. Audience can experience the joy of musical nodes and to learn about music as well. As Suryan fm is branded well in the society and so the program is expected to have a great impact.

The new Sangamam program has many value added features like

Convenience in distribution Easy to carry with and tune in from any part of the globe Easy to use Affordable for all segments

Price

Price is only one P among 4P’s that generate some revenue for the company rest all incurred some cost of the radio station.Radio is one cheapest mode that we can tune in to free of cost other than the instrument that we use to tune into it can be a radio, mobile, I-pad, and internet. One of the most important things is to attract the audience to tune in to the program so that advertisers come forward to book the slot every time.As we all know the revenue for the station comes from advertisements that are aired. Revenue that a station gets is based on the Competitor’s price tag.

Firstly we analyze competitor price We charge average of competitor price.

After complete analysis of all the cost which is incurred we set the standard price to get the revenue.

Radio Slots Timings Rates

Super Prime Time 9:00 am to 10:00 am Rs 3000/- per 10 secs.

Promotion

For the purpose of promoting the program named Sangamam we use different sources like Print Media, Electronic Media, and Internet etc

Ad is given on

Sun TV, Sun music, K TV, Sun News etc Radio Dhinakaran and Kungumam Magazine Jung Newspaper

Promote through Banners, Brochures, Charts, Play cards etc

Slot

(Sun TV, K TV etc)

Rate

Composite Rate Rs.14,000/- gross per 10 seconds

Placement

As the product is easily available through new media like radio and e-radio (mobile, I-pads...). Distribution process is simple when it comes to electronic media especially radio which is cheap and compact. To make it a unique and attractive program quiz context will be conducted in between the show and prizes will be availed to the winner.

Conclusion

Most important step involved in making the program or a product a popular one is based on four strategy product, Price, Promotion and Placement. Thus the most important factor is that the strategy is based on the target

audience. Communication is also one such effective aspect which makes the product to be at its peak and also earning a good revenue and fame. Revert back process should be positive to which communication is the most important process and Customers convenience towards reaching the product. When these concepts considered in a marketing strategy, the process of building a brand is dealt easily.