Young Marketer Elite 2013 - Assignment 6.1 - Bich van & Hoang lan
HOÀNG LÂN – BÍCH VÂN
What is Brand Innovation?
The process of
ideas to meet business
fulfilling a brand’s promise through new products and service
and infusing these new products and services with meaningful valu
Dove Body Wash Innovation
Competition-based Pricing: Dove
Dove Moisturizing Body Wash to combat moisture
loss and help maintain a healthy skin barrier while
Beauty Moisture Body Wash cost $9.75
versus Dove Firming Moisture Body Wash
(1 L) cost $10.70 in NTUC Fairprice.
Product Bundle Pricing:
Dove Beauty Moisture Body
Wash cost $7.95 when on offer
versus $9.75 usually in NTUC
weight by nearly 15%
in the new Dove
Body Wash Range.
A Body Wash that makes you feel
hydrated and fresh after a bath
Let’s do it!
others to do
- Most shower gels are made up of water and surfactant,
with some ‘advanced’ formulas containing glycerin.
- Competitors have innovated by focusing on fragrance
and colour rather than new liquids technologies that
offer added skin benefits.
Consumers don’t expect much from their shower gel.
“I don’t expect much from the shower gel as it simply
washes off and goes down the drain”.
A body wash/shower gel which deposits lipids, Vitamin E
and other nutrients onto the skin, deliver a visible
improvement to the way your skin looks.
DOVE DEEP MOISTURE BODY WASH:
- Deep Nourishment.
- Mild & Gentle.
- Luxurious Feel.
- Research shows that after seven days of use, 4/5 women
see visible improvement in their skin.
- After 3 weeks of use, consumers seeing “a lot” of
improvement and are 97% likely to recommend
VisibleCare to others