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Dove Whitenening Deodrant- Brand Extension

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Dove Whitenening Deodrant- Brand Extension and positioning

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Dove Whitenening Deodrant- Brand Extension

  1. 1. Brand Extension: Dove Deodorants Rupika Malhotra PGP30046 7054160910
  2. 2. Brand Extension Overview HUL Dove Hair Care Dove Bar And Skin Cleansing Dove Antiperspirant Deodorants Dove Lotions And Creams Dove
  3. 3. Dove Range of Products
  4. 4. Market Shares of Leading Deodorant brands in India Fogg 17% Wild Stone 11% Park Avenue 8% Axe 7% Engage 7% Set Wet 5% Eva 5% Nivea 5% Nike 4% Fa 3% Spinz 3% Dove 2% Others 23% Source: Euromonitor As of 2014, Dove soaps ranked 12th in the Indian market in terms of market share in an INR 24 bn industry
  5. 5. Category and Brand Growth Category Growth: Deodorant Industry in India (INR bn) Brand growth: Unilever share in the deodorant market in India (INR bn) 8 11 15 19 24 30 2010 2011 2012 2013 2014 2015 2 2 3 3 3 2 0 1 1 2 2 3 3 4 2009 2010 2011 2012 2013 2014 Source: Euromonitor
  6. 6. The Brand Extension Market Penetration Product Development • Dove Deodorants Market Development Diversification Existing New NewExisting Products Markets
  7. 7. 4Ps: Product Dove Whitening Deodorant “Big goodbye to dark underarms in 2 weeks” Only deodorant with 1/4 moisturizing cream Typical dove packaging in white and blue Claims to have a whitening effect on the skin - Source: Flipkart
  8. 8. 4Ps: Place In The US: Found in grocery/ larger stores, pharmacies Examples: Jewel, CVS, Walmart Located in beauty section of stores In India: Present in tier I, II, II cities Present with e-commerce retailers Sold Over-the counter in small cities -
  9. 9. 4Ps: Price Ranges between $3-10 Price range depends upon type, quantity and fragrance
  10. 10. 4Ps: Promotion Quantity discounts are offered by selling the deos in packs of 2 or 3 Example, CVS store offers a discount of 2/$5 Coupons are also offered in the store’s coupon ad of the week 1. Discounts
  11. 11. Promotions (cont..) 2. Ad Campaigns  Dove had the same ad campaign running in regional languages for different countries  Dove had different themes for the ad campaigns that it ran for the product. For example, one ad would have “ toned underarms” while the other has “whitening dark spots” as the theme
  12. 12. Segmentation Types of Segmentation  Demographic: Gender (women), Age (17-50 years), Social class (upper middle and premium class)  Psychographic: Lifestyle Target Segment  Upper Middle and premium class educated women (17-50 years)  Socially active, independent  Sample ad: https://www.youtube.com/watch?v=geTpCWQSQU4
  13. 13. Competitive Landscape Competition in the market POP and POD  Points of Parity: - Available in different sizes - Available in different fragrances  Points of Difference: - Priced higher than the rest of its competitors - Focusses on emotional appeal: real beauty - Does not use a celebrity for endorsement, but regular women
  14. 14. Perceptual Map Anti perspirantAnti bacterial ContainsAlcoholAlcoholfree
  15. 15. References  http://www.portal.euromonitor.com/portal/analysis/tab  Strategic Brand Management (4th edition), South Asia Pearson  HUL Annual reports  Investor relations document  HUL Corporate website
  16. 16. Thank you Rupika Malhotra PGP30046 7054160910

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