cb-dove new

7/31/2019 CB-DOVE NEW

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PRESENTED BY

GROUP 4


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Dove has grown from a US-only soap bar into one of Unilever's biggest

global brands. It is now the world's #1 cleansing brand

Type - Personal careOwner - Unilever

Introduced - 1955

The products are sold in more than 35 countries and are offered for both

women and men.

The Dove trademark and brand name is currently owned byUnilever.
http://www.adbrands.net/nl/unilever_nl.htmhttp://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/Unileverhttp://www.adbrands.net/nl/unilever_nl.htm


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1940s Formula for Dove Bar (Mild Soap)

1950s Refined to original Dove Beauty Bar

1960s Launched in the market

1970s Popularity Increased as a milder soap

1980s Leading brand recommended by Physicians

1990s Dove beauty wash successfully launched

1995-2001 Extension ofDoves range of products


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Market Share of HUL

HUL leads overall shampoo market with 48.3% share.

Among HUL products

Clinic -34.2% Sunsilk -10.9%

Others -3.2%

The premium segment was created and dominated by LOreal

in order to capture premium segment market HUL introduced

Dove


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Currently Products include

During the 1990s, the group began to extend the brand across thecomplete personal care spectrum, and Dove now encompasses a widerange of products from bar soap to shower gel, and from deodorants to

shampoo-conditioners.


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Dove Intense Repair

Dove Hair-fall Rescue

Dove Daily Shine

Dove Dryness Care

Dove Dandruff Care


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Bathing Bar/Body WashFace Wash

Body Lotion


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Clear Touch(Anit White Marks)

Original

Silk Dry


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ProductDove first product beauty bar was launched in 1955

It claim not to dry out the skin the way other soap did

Technically the soap came from military research

Marketing and advertisingBlend of marketing communication tool-T.V, print media and bill boards.

Advertising message: dove soap doesnt dry your skin because it is one quarter

cleansing cream

Rather than models, It used natural looking women to convey the benefit of the

products.

OutcomeAs a result , dove has positioned it self as being in the beauty industry by focusing on

functional benefits as well as successful marketing


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ProductsHair care : shampoo spray and gel

Skincare : soap and moisturizer

Deodorants

Real Beauty and Self esteem campaignFirst appeal to internal needs of consumers.

Did not focus on functional benefits, but on need to feel good.

Used over sized models, elderly women to convey the message.

Dove evolution film.Shifted from broadcast media to digital media you tube and blogs.

film evolution viewed by 3 million visitors in 3 month.

Marketing communication gave dove a wide exposure


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Brand Attributes

The presence of milk lotion in dove acts as adifferentiator.

Benefits Dove does not use any harmful chemicals

Values The value is that of True-Beauty


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Product Strategy

A combination of moisturizer and softness so as to satisfy the

particular need which was earlier not met.

Focused on women(non-models) beautiful in their own way.

Based on global study on perceptions and attitudes of women

with regard to personal beauty and well-being.

Strong personal ,emotional connection between brand and

consumers.


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Pricing Strategy

With the entry in Indian market in 1995 it was priced at

Rs.50 NOT SATISFACTORY FOR THE CONSUMERS.

People with higher income level did not consider it worth

buying.

DOVE then changed its strategy and lowered its price to

Rs.28 thereby attracting the upper middle class Indian

consumer.


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0

20

40

60

80

100

120

140

Shampoo 200ml

Sunsilk

Dove

Clear

Clinic Plus

0

10

20

30

40

50

Soaps 100gm

Lifebuoy

DoveLux

Breeze

Pears

0

50

100

150

200

Anti Perspirants

Axe

Dove

Rexsona

Sure


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Place Strategy

The distribution channels used is no different that of HUL

except Kwality Walls.

Competition with home products like- Lux, Pears.

Competitive advantage using 1 distribution channel to

provide their various products to retailers.

More popular in Metropolitan cities.


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Promotion Strategy

Positioned as REAL BEAUTY and is considered to be good for

people of all ages.

Various promotional awareness :-

- DOVE Self esteem fund in 2006.

- AD commercials on TV by doing comparison with other

products of same range.

REAL beauty campaign in 2008.

Promotion with the help of study.


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TELEVISION ADS


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Promotional campaigns

The various stages used in Dove promotional

campaign

Extensive television and out-door campaign

Short films (Vignettes)

Collaboration with Yahoo!

Dove beautiful hair gallery


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to make more women feel beautiful everyday, by wideningtodays view of beauty and by inspiring women to take care ofthemselves

Committed to reaching 5 million young women by the end of

2010 To help free ourselves and the next generation from beautystereotypes.

Self-Esteem Fund focuses to

- Develop and distribute free resources that enable and empowerwomen and girls to embrace a broad definition of beauty.


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Sales of firming lotion in UK rose by700%

Sales in the US went up by11.4%

Total Sales for the Dove Brand rose 6%

No. of visitors to website increased by200%

Grand EFFIE award for advertising effectiveness


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Dove can increase its customer base by informing

the customers about product attributes & itsbenefits.

Dove helps a woman to celebrate her own inner

beauty.


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