BRAND EXTENSIONDOVE SHAMPOO

Submitted By:NEHA NUPUR

PGP30036

HAIR CARE LANDSCAPE IN INDIA

Hair Oils:Parachute, Hair & Care, Bajaj Almond Drops etc.

Hair Shampoo:Pantene, Clinic plus, Dove, Head n Shoulders

Hair Conditioner:Leave on and Normal

Hair Colorants: L'Oreal Paris, Garnier Naturals

Hair Styling Products:Perms, Serums, masks etc.

Category % market share

Penetration

Hair oils 53% 90%

Shampoo 30% 60%

Hair color 15% 35%

MAJOR PLAYERS:

DOMESTIC: Marico, Dabur, Bajaj, Emami, Hindustan Unilever Limited (HUL), Procter & Gamble (P&G), Godrej Consumer Products Limited.MULTINATIONAL PLAYERS: L’Oreal, Schwarzkopf and Wella.

HAIR CARE SECTOR: INDIA – 2013-14

FUTURE TRENDS AND GROWTH DRIVERS• Hair care is expected to have a value CAGR of 5% ,prices to reach INR169.2billion

by 2018• Colorants continues to record the fastest current value growth of 25% in 2013• Emerging Gender specific products are creating an underpenetrated market

GROWTH DRIVERS:• Product innovation: More product offering• Emerging men's grooming sector• Increasing pollution• Increasing concern of consumers about their appearance• Increasing demand for natural and organic hair shampoos• Rapid urbanization and increasing disposable income

Companies %Market share

HUL 46%

P&G 24%

DABUR 11%

ITC 6%

OTHERS 8%

PARENT ORGANIZATION AND ITS BRAND PORTFOLIO:

HINDUSTAN UNILEVER LIMITED

CONCERN PARENT BRAND

DOVE BAR & SKIN CLEANSING

DOVE HAIR CARE RANGE

DOVE ANTI-PERSPIRANT DEODORANTS

DOVE LOTIONS & CREAMS

DOVE SHAMPOO

TOTAL SIZE OF SHAMPOO MARKET: The shampoo market in India is estimated to be Rs. 2,500-3,000 crore.

TYPES OF SHAMPOO: three kinds of shampoos cosmetic, herbal and anti dandruff, the shampoo market in India has managed to tap users of the various segments according to their requirements and preferences.

SHAMPOO BRANDS: The top shampoo brands in India include Sunsilk, Clinic Plus, Dove and Pantene. The company that leads the shampoo market in India is Hindustan Unilever Limited.

Market share of Dove Shampoo: 8.3%

Growth Rate in Shampoo industry: 5.7% for 2018

DOVE SHAMPOO OFFERING:

Dove provide a flexible and holistic approach to care. Each plan is tailored to the needs and wishes of the individual client.

• Gentle, everyday moisture. Strengthens hair and prevents split ends

• Leaving hair silky to the touch and healthy looking. Makes hair easy to manage and style

Rational Benefits

• Caring: It restores softness, smoothness and shine• Comforting: It gives upto 99% smoother and shiny hair• Authentic: It is made up of advanced nutri-oils• Honest: It cleanses without drying

Emotional Benefits

ANALYZING 4 Ps : DOVE SHAMPOO

PRODUCT

PRICEQuantity 80mL 180ml 340mL 650ml

Price(INR) 75 176 279 420

Place

Dove Shampoo

- Daily Shine Therapy- Hair Fall rescue- Damage therapy etc.

Promotion Television Print Media Digital Media Out of Home

Television Ad Still Magazine Ad StillNewspaper Ad Still

Digital Ad Still Kiosk Ad StillBillboard Ad Still

SEGMENTATION OF DOVE SHAMPOO

TARGETING OF DOVE SHAMPOO

The main target market is upper middle class and premium class people. It targets the Indian young women and focuses on real beauty of women widening the stereotype view of beauty. The targeting strategy can be presented as division of three aspects: Age, Sex and Lifestyle. The age group segment of 17-50 years old women, who are socially active with or without job and belong to premium section of society.

• Available in different size• Available for different hair type• Almost at the same price• Focuses on Indian hair problem• Has variants like Anti-hairfall solution and Anti-dandruff

solution

Points of Parity

• Three times stronger, smoother and softer hair.• Focuses one emotional selling proposition• Its not just a shampoo its a therapy that repairs your hair

& enhances real beauty in you.• It does not use celebrity rather makes regular women to

be its super model.

Points of Difference

POSITIONING OF DOVE SHAMPOO

COMPETITIVE FRAME OF REFERENCE:

Closest Competitor: Pantene

Factors Dove shampoo Pantene shampoo

Price 75 Rs for 80 mL 75 Rs for 80 mL

Product More emphasis on Damage therapy

Emphasis for hairfall control

Place Available both through online and offline channel

Available both through online and offline channel

Target Consumer Women of higher economic class ; Age group: 15-45

Women of higher economic class ; Age group: 15-45

Positioning ‘Real beauty Campaign’ ‘Shine: I believe I can’

PERCEPTUAL MAP OF DOVE W.R.T OTHER BRANDSHigh Price

low Quality High Quality

Low Price

Pantene

Dove

L'Oreal

Clinic

Sunsilk

H&S

Chik

Vatika

MAJOR BRANDS IN INDIA

THANK YOU!