dove shop.pdf

8/14/2019 Dove Shop.pdf

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Index

Introduction (Dove) EXISTING PRODUCT

History of Dove

Purose of ne! "c#"$in$

%"r#etin$ str"te$ies

Products

R"tes

Print &dvertise'ent

C"se study

SOT "n"ysis

%edi" Product

%"r#etin$ str"te$ies


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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 somevegetable 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 p neutral, with p that is usually between !." and

#.".

Dove products include$ antiperspirants%deodorants, body washes, beauty bars,

lotions%moisturi&ers, hair care and facial care products.

The bar forms of Dove are currently produced in the cool moisture, e'foliating,sensitive skin unscented, nutrium nourishing, white, pink, calming night, proage,

and energy glow versions.

History of Dove soap

n *+"", Dove soap was launched in US. Dove contained a patented, mild

cleansing ingredient, into the soap category. t was positioned then and now

as a -beauty bar with onefourth cleansing cream that moisturi&es skin while

washing as opposed to the drying effect of regular soap. /dvertisements

reinforced the message by showing the cream being poured into the beauty bar.

n *+#+, the phrase -cleaning cream was replaced with moisturi&er cream. n

*+#+, a 0ennsylvania dermatologist showed that Dove dried and irritated skin

significantly less than ordinary soaps, based on which Unilever started aggressive

marketing and won more than 123 of the market by 1445.


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n 144!, Dove started the Dove selfesteem 6und. 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 #"second spot during the Super bowl 78), 9volution, :nslaught,

and /my.

:ver the last few years, Dove has focused on delivering products that inspire

women to en;oy their own beauty and individuality. /s part of our campaign for

s mission ?to make more women feelbeautiful every day, by widening today>s view of beauty and by inspiring women

to take great care of them.> The DS96 aims to educate and inspire young girls

through a series of tools and workshops which ultimately protects and nurtures

their bodyrelated selfesteem and enables them to become fully reali&ed adults.

Through the 6und we aim to reach the lives of " million young people by the end

of 14*4, with at least one hour of participation in one of our selfesteem

programmes.

Key Facts

The world>s number * cleansing brand Sales of over E1.." billion a year in over @4 countries :utsells all other skin care bars combined in the US

:ver * billion showers taken with Dove products in the US each year

Concept Evaluation:

Ae evaluate the concept through the consumer survey and we found that

ma;ority of consumers prefer to buy !"E0/BC which was in favor of the idea

and the idea was e'cellent. /fter that we evaluate the cost and we found that per


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unit cost of !"Eis less than the ;ar packs. Bost of !"Epack is 2 to " percent less

than the ;ar pack.

Purpose of #e$ Pac%aging:

&ar%eting:

The packaging can be used by marketers to encourage potential buyers to

purchase the product. 0ackage design has been an important and constantly

evolving phenomenon. Therefore we thought that DO*E cream which is in ;ar

pack if bring in !"Epack the more customers will attract towards it.

Convenience:

The !"Epackages have features which add convenience in distribution,

handling, display, sale, opening, reclosing, use, and reuse. So this!"Epack is

more convenient and e'pedient to use.

Co'pete in t(e 'ar%et:

ost of the creams in the market are in !"Epack and people like to buy !"Epack creams, so there was an opportunity to bring well known DO*Ecream in

!"Epack so that it compete effectively against its competitors.

o increase 'ar%et gro$t( and s(are:

a;ority of the consumers buy !"Epack creams, if DO*Ecome from ;ar to the

!"Epack then definitely the consumers who like !"Epack will switch on to this

new pack of DO*E. Ultimately the market share and growth will increase.

Conclusion:

The change in packaging of an e'isting 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. odifying the packaging of

established brand can cause negative conseEuences but for this there is a need of

proper research. f there is a chance or favorable opportunity for alteration then

avail that opportunity carefully as in case of DO*Ecream.


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&ar%eting )trategies for t(e #e$ Product Develop'ent

0roduct 0rice 0romotion 0lacement

Product

Ae are going to introduce Dove 6airness Bream in a Tube 0ackaging with some

e'tra ngredients and benefits which makes the faces soft and more beautiful.

=efore that idea the Dove Bream is only available in ;ar packaging instead of Tue

0ackaging. The cream with ;ar packaging is not easy to hold in hand and in purse

especially for those girls who are very conscious about their skins. 6or securing

the market of Dove Bream we are introducing new Tube 0ackaging.

The new Tube packing has many value added features like

Bonvenience in distribution 9asy to hold and carry with 9asy to use /ffordable for all segments

Dove has a wide range of products like

=eauty bars Shampoos Bonditioners air cream air spray


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Styling aids ousse =ody lotion =ody wash Deodorant.

Price

0rice is only one 0 among 20>s that generate some revenue for the company rest

all incurred some cost of the company.

/s you know that there are several price based approaches are available that

company should follow.

ere we use Bompetition based price approach for the Dove Bream with new

Tube 0ackaging.

6irstly we analy&e competitor price

Ae charge average of competitor price./fter 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.

Pro'otion

6or the purpose of promoting the Dove Bream with new Tube 0ackaging we use

different sources like 0rint edia, 9lectronic edia, and nternet etc

/dd is given on

Feo TG, //H TG, 0TG etc


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0romote through =anners, =rochures, Bharts, 0lay cards etc

*ates t(at Print and Electronic &edia C(arge against Pro'oting your

product t(roug( +D


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/a; 0rime *+.54 15.44 "

/a; Iight 15.44 44.44 1."

),O I&E "+#D "+)E*+E-per 'inute. &!,IP,IE*

/a;


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". =randing charges for =ack Drops Side Displays and other Display materialand %or special positions shall be given separately.

&aterial Handling

*. /s per //H TG>s reEuirement, material will be accepted on =eta% DGformats only, on nternational =roadcast audio%video Euality.

1. The material should be submitted to //H TG #1 hours prior to the dateof transmission.

LThe above mentioned rate is not applicable to sponsorship of Iew

(e rates for placing ads on *adio are

/000 to 1000 *s for 2 'in

(e rates for placing ads on #e$spapers are

203000 to 413000 *s for Placing on first pages

/ctual Bost that is incurred as 0romotional Bost

Place'ent

The product which we are going to introduce in Dove Bream with new Tube

0ackaging after deciding rest all three arketing 0>s now we are in a position to

decide where the product is placed. The product should be placed everywhere in

the market. Iow company also targets those markets which are already not

captured by the Dove Bream 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.


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Case study

Dove wants to challenge the definition of the beauty. Dove believe that beautyhas become too narrow in definition. We want to defy the stereotype that only

young, blond and tall are beautiful.

5P(ilippe Harousseau3 Dove6s &ar%eting Director

B6


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IT9


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Bontinuous innovation

)uccess Of (e Ca'paign

Sales of firming lotion in UC rose by 00;Sales in the US went up by 22;Io. of visitors to website increased by 400;Frand EFFIEaward for advertising effectiveness

Positive response from the masses

(reats


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&edia Product

edium$Radio & e-radio internet!

0rogram name$"angamam

Introduction:

S"n$"'"' 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.

&ar%eting )trategies for t(e #e$ Product Develop'ent

0roduct

0rice 0romotion 0lacement

Product

Progra' #a'e: "angamam

&ediu'$ #lectronic and new media $ Radio & e-radio!

Fre?uency: %.' "uryan (m

i'e: @a' )*am "unday!


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The media product is a music program named -)anga'a'A which is

telecasted through )uryan f' every Sunday from +am to *4am. 0rogram

ob;ective 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. /udience can tune in from

wherever they are with the help of new medium. /udience can e'perience

the ;oy of musical nodes and to learn about music as well. /s Suryan fm is

branded well in the society and so the program is e'pected to have a great

impact.

The new S"n$"'"'program has many value added features like

Bonvenience in distribution 9asy to carry with and tune in from any part of the globe 9asy to use /ffordable for all segments

Price

0rice is only one 0 among 20>s that generate some revenue for the company rest

all incurred some cost of the radio station.


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*adio )lots i'ings *ates

Super 0rime Time +$44 am to *4$44 am


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Conclusion

ost important step involved in making the program or a product apopular one is based on four strategy product, 0rice, 0romotion and 0lacement.

Thus the most important factor is that the strategy is based on the target

audience. Bommunication is also one such effective aspect which makes the

product to be at its peak and also earning a good revenue and fame.

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