Dove is a personal care brand owned by Unilever. It started in 1957 The brand came to India in 1995. It is imported and marketed by Hindustan Unilever Limited (HUL). By the end of the dove firming “Real Women” Campaign, dove has become a national talking point and was ranked number three in the body lotions market, ahead of L’oreal, Garnier, Neutrogena and Olay. In the year 2004, Unilever won the ‘marketer of the year’ award for its brand Dove
SOAPCONDI SHAMTIONE POO R DOVE BODY HAIR WASH SERU M DEO
ProductDove first product beauty bar was launched in 1955•It claim not to dry out the skin the way other soap did•Technically nat soap at all formula came from military researchMarketing and advertisingBleand of marketing communication tool-T.V, print media and bill boards.Advertising message: “dove soap doesn’t dry your skin because it is one quartercleansing cream”Rather than models, It used natural looking women to convey the benefit of theproducts.OutcomeAs a result of dove positioning it self as being in the beauty industry and focusing onfunctional benefits as well as successful marketing
Products•Hair care : shampoo spray and gel•Skincare : soap and moisturizer•Deodorants“Real Beauty” and “Self esteem campaign”•First appeal to esthetic 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
From long-established names like Lifebuoy, Sunlight andPond’s to new innovations such as the Pureit affordablewater purifier, our range of brands is as diverse as ourworldwide consumer base. Unilever has more than 400 brands, 12 of which generatesales in excess of €1 billion a year. Many of these brands have long-standing, strong socialmissions, including Lifebuoy’s drive to promote hygienethrough hand washing with soap, and Dove’s campaign forreal beauty. We’ve also won a wealth of advertising industry honoursat the prestigious Cannes Advertising Awards, includingbeing named 2010’s Advertiser of the Year.
With more than 400 brands focused on health andwellbeing, no company touches so many people’s lives in somany different ways. Our portfolio ranges from nutritionally balanced foods toindulgent ice creams, affordable soaps, luxurious shampoosand everyday household care products. We produce world-leading brands including Lipton, Knorr,Dove, Axe, Hellmann’s and Omo, alongside trusted localnames such as Blue Band, Pureit and Suave.
We realise innovation is key to our progress, andthrough cutting-edge science we’re constantly enhancingour brands, improving their nutritional properties, taste,fragrance, or functionality. We invest nearly €1 billion every year in research anddevelopment, and have established laboratories aroundthe world where our scientists explore new thinking andtechniques, applying their expertise to our products. Consumer research plays a vital role in this process.Our unrivalled global reach allows us to get closer toconsumers in local markets, ensuring we understandtheir diverse needs and priorities.
A combination of moisturizer and softness so as to satisfythe particular need which was earlier not met. Focused on women(“non-models”) beautiful in their ownway. Based on global study on perceptions and attitudes ofwomen with regard to personal beauty and well-being. Strong personal ,emotional connection between brand andconsumers.
With the entry in Indian market in 1995 it was priced atRs.50 NOT SATISFACTORY FOR THE CONSUMERS. People with higher income level did not consider itworth buying. DOVE then changed its strategy and lowered its price toRs.28 thereby attracting the upper middle class Indianconsumer.
The distribution channels used is no different that ofHUL except “Kwality Walls”. Competition with home products like- Lux, Pears. Competitive advantage– using 1 distribution channel toprovide their various products to retailers. More popular in Metropolitan cities.
DOVE C&F STOCKIST RETAIL MODERNC&D OUTLET TRADE
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.
A combination of moisturizer and softness so as to satisfy the particular need which was earlier not met. Focused no women (non model)-beautiful in their own way. Strong personal emotional connection between brand and consumer. Competition with home product like LUX ,PEARS. With the entry in indian market in 1995 it was priced at Rs. 50. People with higher income level did not consider it worth buying. AD commercail in T.V making comparision with different other brands
A Dove segment the market on the basis of : Demographic segmentation -Gender: female(working women) -Income: high income group & upper middleclass. Psychographic segmentation - It tries to change the psychology of an averagelooking women that she can look equally beautiful.
Targets girls and women of all ages , shapes andsizes. Especially target the working women as they havebusy schedules and cannot take out time forthemselves so by using one soap the can get thebenefits of a soap as well as a moisturizer. Dove uses the market specialization.
Brand loyalty. Brand recognition and widespreaddistribution. Scope for segmentation – hands, face, body. Able to encourage consumer to feel and looktheir best. Effective advertising, Free publicity.
High levels of expensive advertising neededand maintained. Negative publicity – use of chemicals, animaltesting. High costs to launch new products. Some products are seen as a pamperingproduct not essential use.
Investments in shower products/sportsproducts. Target male customers . Price promotions (buy one get one free). Target teen specific concerns (medicated skinopportunities). Unified advertising throughout the globe .
Decline in Bath products. New launch of other brands with similarproducts. Negative Publicity. More willingness to try new brands for showerproducts.
It is a quality product with reasonable price. -Priya Arora I use this product because after using this product I don’thave use anything else. -Udiksha Khare Dove soap are very helpful for dry and rough skin. -Ankita Singh I used other brand shampoos but dove I think is the best. -Nita Dayal
Its is not worth buying because at the same price there areother products available in the market which are better thandove like L’oreal pears etc. -Komal Grover Clean, fresh feeling, moisturize my skin no over poweringsmell. -Nistha Sen
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