dove toothpaste emba final

Group Members Himani Chowhan 13031Hetanshi Desai13030Palak Aggrawal-13047Isha Agrawal- 13033Anubhav Lal 130007Sayalee Deore 13061

INTRODUCTION► Personal care-brand owned by UNILIVER

► Started in 1957

► Came to India in 1995

► Imported and marketed by HUL

►2004-Uniliver won the “MARKETER” of the year for

its DOVE brand

Product Range

Beauty soap

Shampoo

Body washFace care

(Women& Men)

Deodorants

Colgate52%Pepsodent &

Close up22%

Dabur14%

Others12%

Present Market Share of

toothpaste in India

Survey Analysis Which toothpaste do you use?

Sales

Colgate totalColgate kidsPepsodentClose-upBabool

35%

25%

20%

10%

5%

FOR CHILDREN Do you like flavours in your toothpaste?

Acceptance

YES

NO

70%30%

Which flavours do you like?

45%

Flavourscupcake(vanilla) cranberry chocolate

35%

25%

If the flavour was liked, then would the children convince their mom to buy it?

YES80%

NO20%

FOR YOUTH AND ADULTSDo you use dove products?

YES65%

NO35%

50%

40%

10%

Very Good Good Average

How would you rate the product knowing that it has a wide range of products for men and women?

30%

26%

43%

Yes No Maybe

If dove launched mouthcare products would you use it?

Segmentation GEOGRAPHIC Urban areas

Sub-urban areas BEHAVIOURAL Daily use

Teeth Whitening

Freshness

Anti-Decay

Flavors for kids DEMOGRAPHIC Family

Income

Age

Targeting Target customers – Adults, Youngsters, Kids

Dove mouth care will be currently into Selective

Specialization

Dove Kids for children

Dove floss for the sub-urban and urban

consumer

This type of Targeting means targeting different

markets with different products.

Positioning

Trusted and High quality product

Dove grizzle toothpaste infused with cooling

crystals giving freshness a whole new

dimension with soothing taste

Floss for anti cavity for 24hour germ protection

Value for money

 superior germ fighting formulation

INTRODUCING

DOVE

MOUTHCARE

Mouth Care Products

Dove mouth care

Dove Grizzle

toothpaste

Dove Dental floss

Dove Kidstoothpaste

DOVE WHITENING AND

FRESHNING TOOTHPASTE

High Cleaning Silica and

Polyphosphates,

The polyphosphates are ingredients

widely used to prevent surface teeth

staining due to plaque formation.

one shade whiter teeth in just one

week by brushing twice a day

Can be it is advised to use the

product daily.

Decay protection.

Protects all the areas of teeth even

where the tooth brush does not

reach.

Protect against root caries.

Repairs early decay spots.

Dove Dental Floss

Kids touch

Out of the three flavor- dove

chocolate and dove

cupcake(vanilla) were preferred

the most

Flavors helps prevent cavities

with dove’s special fluoride

formula, antioxidant levels and

long hrs of freshness

Even if the child swallows the

toothpaste it doesn’t cause any

harm to the body.

Place Competition with home brands like

pepsodent close up. With Colgate occupying the largest

market share. Competitive advantage- having one

distribution channel to provide products to the retailers.

More popular in metropolitan cities.

Distribution Channel

Company

Clearing and

forwarding

agents

Distributor

Wholesaler

Retailer Malls and

hyper markets

Customer

Price Based on competitor’s price Cost of mouth care products Grizzle toothpaste(freshness &

whitening) 70grms : 55Rs 150grms : 105Rs Dental floss 250ml : 95Rs 500ml : 170Rs Kid care toothpaste :70 grms Chocolate : 75Rs Cupcake(vanilla) : 85Rs (as vanilla extract is little

exp)

ADV.COST Television -6 crores

Radio – 50 lakhs (93.5 & 94.3 FM)

Outdoor -3 crores

Magazines – 1.5 crore

Newspapers- 2 crores(Times of India)

Promotional -2.5 crore

Promotion Advertising

Print media Outdoor Broadcast Promotional 1)Magazines 1) Billboards media activities 2)Newspapers 2) Transit media 1)T.V 1) Free trial packs

3) kiosk 2) F.M 2) Dental camps 3) Digital 3) Mall activities 4)

Sponsorships in reality shows

and shows

Colgate52%Pepsodent , Close

up & Dove30%

Dabur10%

Others8%

Expected Market Share

THANK YOU