DBR

1. 1
Acknowledgement
In completing my assignment, I had to take help and guidelines from some respected
people including my dearest lecturers who deserve my greatest gratitude. I would like to
thank Mr Kasun Gunarathna giving me this great opportunity to do this assignment as
well as for providing me with the most accurate guidelines and assistance on the
completion of my assignment.
I would also like to make this an opportunity to thank my dear friends of SLIM-Kandy
institute for making valuable comments and suggestions on this proposal which gave me
a great inspiration to improve this assignment and for sacrificing their valuable time
expecting to get a successful outcome from the overall assignment.
Lastly, I would like to thank the staff of SLIM-Kandy institute for providing us with a
very comfortable environment to study.

2. 2
Content
Page Number
Executive Summary 3
Introduction 4
Task 01
1.1. Macro environment factors in flounce to the brand Dove 5
1.2. Porter’s 5 forces analysis of Dove soap 7
1.3. Competitor Analysis for Dove soap 8
Task 02
2.1. Category volume and brand volume of last 12
5 years and current market share pie chart
2.2. Segmentation of Dove soap caters for 13
2.3. Using for 4p’s to positioned the new segment 15
Task 03
3.1. Communication objectives, Channel split, 17
Channels used in each media budget accordingly
3.2. Objectives, Activities, Budgets 18
3.3 Line Extension/ Brand Extension 19
Conclusion 20
Annexure 21

3. 3
Executive Summary
As the recently appoint brand manager I have given 3 tasks to complete
In Task 01, I have explained Micro and Macro environment affecting the brand and
competitive analysis.
In Task 02, I have define category volume, brand volume with segmentation brand
currently caters for and currently not catering for using the marketing mix.
In Task 03, I have come up with suitable marketing plan for selected new segment and
positioning with activation plan, brand extension and line extension.

4. 4
Introduction of Dove soap
Dove soap is committed to help all women realize their personal beauty by creating
products that deliver genuine improvement to the condition of your skin. Dove believes
that beauty should be for everyone. Because when women look and feel best, they feel
better about their selves.
In Sri Lanka Dove provides a variety of soaps that truly nourishes dry and damaged
skin and also soap helping women’s skin feeling healthy and looking good.
Dove soap ranges as follows.

5. 5
1.1. Macro environment factors in flounce to the brand Dove
The macro environment includes the major societal forces that affect not only the
organizations but also on its competitors and on elements in the macro environment.
1. Political Factors
 Testing of cosmetics on animals
2. They import some ingredients in other countries, government increase tax it will
affect.
3. Economic Factors
 Economic recession makes customers switch brand
 When compare to the other soap like Lux, Kohomba and Rani etc, Dove has a
higher price.
4. Social and Culture Factors
 They target Urban and Semi urban group
 The image of beauty among youth is destroyed
 Campaign to remove gender bias.
5. Technological Factors
 Organization need to understand how technological development might affect to
market for product.
 Dove soap using,
 High quality packing system
 Speed machine
 International technology

6. 6
5. Environment Factors
 Make the manufacturing process eco- friendly
 Bring the manufacturing sector with in the domestic border
6. Legal Factors
 They start manufacturing of Dove soap follow local government law.
 They doing many activities such as advertising, promotion and distribution respect
for the local low.

7. 7
1. 2 Porter’s 5 forces analysis of Dove soap
1. Threat of new entrants (High)
 Huge cost of entry
 Many competitors
 Brand image of Dove is a strong barrier
2. Bargaining power of customers (High)
 High buyer profile
 High switching cost
 High substitutes
 High customer satisfaction and confident
3. Threat of substitute (High)
 Threat of substitute is high
 They have two substitute
- Dove body wash
- Dove hand wash
Threats of new
entrants
Bargaining power of
supplier
Threats of substitues
Bargaining power of
customers
Competitor rilvary

8. 8
3%
40%
2%
20%
25%
2%
8%
Market Shares
Dove
Velvet
Rani
Khomba
Lux
Venivel
Others
4. Bargaining power of Suppliers
 Low bargaining power
 Local buying and local manufacturing
 Industry concentration and the effect of group size cosmetics.
5. Competitive rivalry ( High)
 High competitors rivalry
 The main competitive brands are
- Lux
- Kohomba
- Velvet
- Venivel
- Rani
1.3 Competitor Analysis for Dove soap
There are many soap have in Sri Lankan market. Dove has major competitors as follows,
1. Lux
2. Kohomba
3. Venivel
4. Rani
5. Velvet
 Market share of competitive Brand

9. 9
 Awareness Levels of the competitive brands
Competitive products of dove soap doing following ways to aware their products,
1. Advertisement
2. Bill Board
3. Magazines
4. Radio
5. Campaign
6. Using display racks in the so
Listed below are the major two competitors of Dove soap
1. Lux
2. Khomba

10. 10
 Strength and weakness of two competitors
Strength Weakness
Lux
- Value for money
- Strong network of market
research
- Strong and dynamic brand
image
- Lax of unisex appeal
- Stock out problem
Khomba - ISO certificate product
- Advertising effectiveness
- Product innovation skill
- No halal certificate
- Higher price for khomba
clear transparent soap
- Insufficient experience
 Identify their brand positioning
Lux Khomba
- Create good position in buyer mind,
price and quality
- Offer improved quality product
- Affordable price with high branding
- Positioning the product as best
quality beauty soap in buyer mind.
- Positioning the product by doing
different campaigns
- Doing TV commercial,
- Advertisements, magazines etc.

11. 11
 Marketing mix of selected two competitors
Lux Khomba
Product - Brands is a beauty
soap which has a
sizes of 30g, 100g,
200g, and different
colors
- Brand is a beauty
soap which has a
packaging of 70
grams × 144 units
Its quality is ISO
9001, 2008 certified
Sizes are available
in 70g.
Price
- Price is 60-80 - Price is 60/-
Place - Retail shops
- Supermarkets
- Food cities
- Pharmacies
- 13 sales offices 17
regionals
- Consisting of 1500
sales
Promotion - TV advertisements
- Bill boards
- Magazines
- Helping schools
- Fighting for dengue
- Donate for war
hero’s

12. 12
3%
40%
2%
20%
25%
2%
8%
Market Shares
Dove
Velvet
Rani
Khomba
Lux
Venivel
Others
Task 02
2.1. Category volume and brand volume of last 5 years and current
market share pie chart
The above data are author’s projections data, because of unavailable data.
 The total market shares has drops down in 2917
 Dove market share is constant in 2014 to 2015 and then it has become drop down
in 2016, but again it has increases in 2017.
The above data are author’s projections data, because of unavailable data.
0
2,000
4,000
6,000
8,000
10,000
12,000
2014 2015 2016 2017
Total Market
Dove

13. 13
2.1.1 Positioning of dove soap
 Dove has positioned as a personal care product
 Dove not named as a soap instead is beauty bar which has moisturizing cream in it
 High moisturizes to differentiates it from another products
 High price
 Good quality
 Gently for skin beauty products
 Dove is not positioned to tell how become beautiful it is concept says that dove
helps you to beautiful as you have always being
2.1.2 Category dynamics
1. Conversion of substitutes
There are substitutes of dove soap instead of using soap today most of the people
coverts into substitutes.
Substitutes are
The above data are author’s projections data, because of unavailable data.
 There are people who use dove body wash daily to wash their body as a substitute
of dove soap
 And there are small percentages of people who are using hand wash as a
substitute. Most of the people use body wash.
Body wash 4%
Hand wash 1.5%

14. 14
2. Usage
Heavy Users 50%
Medium Users 20%
Light Users 6%
The above data are author’s projections data, because of unavailable data.
 The heavy people are the people who use most of the dove soap. They are the
people who use the brand without any issue, they are the once who can afford the
price of dove.
 Medium users use this product not daily. When they had problems in their body
they used to buy this dove.
 Light users are the people who don’t use the product. These users are not more
concerns about the product dove and they cannot afford the price.
3. Users concern and need
The above data are author’s projections data, because of unavailable data.
 Dove is used to preservation of normal skin and moisturizing can be used to
prevent the skin from becoming too dry or oily. Because of these benefits 17% of
people use dove soap
 Hydration is used to keep body cool, also it helps to cleanse body and keep skin
supple. Because of hydration benefit 21% of people use this soap to keep their
body cool
Moiturizing skin
17%
Hydration
21%
Anti allergic
35%

15. 15
 Most of the people use dove because it contains anti allergic compounds. So,
people who have sensitive skin prevent from allergic.
2.2. Segmentation of Dove soap caters for
Demographic Segmentation
 Age – The target consumers of dove soap is age between preteens to old ages
 Gender – women’s
 Level of education – Dove soap target at educated middle class consumers
 Social Class – Upper middles class and high income groups would be likely to
afford the price.
Geographic Segmentation
 The primary consumers would be upper middle class and above it would not be
affordable by rural market.
Psychographic Segmentation
 Its tries to change the psychology of an average looking of women that she can
also look beautiful
Behavioral Segmentation
 Product usage- The product is used on an average of two to three times per week
among almost all age categories with different frequency
 Media Usage – The media usage of target customer would be magazines,
newspaper and Television’s
 Need and benefit source- Consumer hopes to derive number of benefits like
moisturizing, hydration. Anti- allergic

16. 16
2.1.3 New segment that dove is not catering for
Dove brand does not cater for lower middle class, because they cannot afford the prices
of Dove soap. And less availability of dove soap because dove is available at mostly in
food cities, supermarkets where high income people visits, they are not available in small
retailer shops. So we can introduce a new soap for lower middle class people with
decreasing the quality of product and we can set up a low price that can afford to the
lower income people.
2.3. Using for 4p’s to positioned the new segment
Product
• Quality of the product can be low and can uses less ingrients to manufacture the
product without using high quality ingredients. size can be set up to 35g
Price
•Price changed for lower price which middle income people can afford .
Place
•Product can be distribute to small retailer shops / rural areas
Promotion
• Banners
•Campaigns
•Newspapers
•Magazines

17. 17
Task 03
3.1. Communication objectives, Channel split, channels used in each
media budget accordingly
 Longer brands engagement goals
 Multi-Channel marketing goals
 Third party side reach goals
Channel Split
1. Own Media
Own media is when you leverage a channel you create and control
2. Earn Media
Media is when customers, the press and the public share content
3. Paid Media
Paid Media when you pay to leverage a third party channel
Channels under each media
Own media Paid media Earn media
1. Websites
2. Mobile sites
3. Blogs
4. Twitter account
5. You tube
1. Display ads
2. Paid search
3. Sponsorships
1. Instagram
2. Facebook
3. Websites

18. 18
Budget
Q1 Q2 Q3 Q4
Own media You tube
5 Million
Blogs
2 Million
Mobile sites
1 Million
Websites
5 Million
Paid media Display ads
1.5 Lakhs
Paid search
3 Lakhs
Sponsorship
1 Lakhs
Earn media Instagram
1.4 Lakhs
Face book
3 Lakhs
Websites
4 Lakhs
Total amount
The above data are author’s projections data, because of unavailable data.
14. 5 Million

19. 19
3.2. Objectives, Activities, Budgets
To aware people, dove contributes lots of things such as evaluation films,
advertisements, magazines and also they offer free samples before laughing new products
to aware people. Dove solves issues like grimy face, which settles on the skin also helps
oily skins from reacting and breaking out.
Activities of Dove to selected segments
 Free sampling of the soap
 Campaigns to entertain middle class people
 Newspapers
 Sponsorships can give for the middle class peoples
 Handbills
 Introduce the product by doing workshops
 Doctor Consultants of skin care
Budget
Q1 Q2 Q3
Handbills
promotions
4- Handbill
promotions
1.2 Lakhs
2- Handbill
promotions
3 Lakhs
-
Sponsorships 1 Sponsorships
5 Lakhs
- 1 Sponsorships
2.5 Lakhs
Doctor consultation 2-Doctor
Consultations
4 Lakhs
5- Doctor
Consultation
2.5 Lakhs
-

20. 20
News papers 7 News papers
0.2 Lakhs
5 News papers
3.1 Lakhs
-
Total amount
The above data are author’s projections data, because of unavailable data.
3.3 Line Extension and Brand Extension
To develop line extension of dove I would like suggest herbal dove soap with a new
color and size for the people. Natural plant products are been used throughout human
history for various purposes. It helps to treat number of concerns and conditions like skin
infections. So people will like to have a herbal dove product same brand same line but the
benefit is different.
To develop brand of dove we can introduce a hair removal for the brand extension of
dove. It is a different product of dove which dove is not catering yet. Because of the
moisturizing and hydration people will use to buy dove hair removal product with cream
color with high quality ingredients which are not using for other dove products
21. 5 Lakhs

21. 21
Conclusion
Customer is the king of the market. Soap is an important product for the day today
consumption of the customers. Now a day’s competition is going on with flame of
advertisements. A lot of varieties of soaps are being introduced by different producers
In this competition situation some soaps because evil effect due to a mixture of
chemical compounds. People need quality of soap for which they are ready to have brand
loyalty of switch over from one brand to another in order to capture the needs of all the
segments of people. The products are introduced in different quantity for perfect quality
of user if it so the soap is definitely bring more market potential for soap.

22. 22
Annexure