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.
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