Himani Chowhan 13031
Isha Agrawal- 13033
Anubhav Lal 130007
Sayalee Deore 13061
►Personal care-brand owned by UNILIVER
►Started in 1957
►Came to India in 1995
►Imported and marketed by HUL
►2004-Uniliver won the “MARKETER” of the year for
its DOVE brand
Present Market Share
of toothpaste in India
Which toothpaste do you use?
Do you like flavours in your toothpaste?
Which flavours do you like?
cupcake(vanilla) cranberry chocolate
If the flavour was liked, then would the
children convince their mom to buy it?
FOR YOUTH AND ADULTS
Do you use dove products?
Very Good Good Average
How would you rate the product knowing that it has a
wide range of products for men and women?
Yes No Maybe
If dove launched mouthcare products would you use it?
GEOGRAPHIC Urban areas
BEHAVIOURAL Daily use
Flavors for kids
Target customers – Adults, Youngsters, Kids
Dove mouth care will be currently into Selective
Dove Kids for children
Dove floss for the sub-urban and urban consumer
This type of Targeting means targeting different
markets with different products.
Trusted and High quality product
Dove grizzle toothpaste infused with cooling
crystals giving freshness a whole new
dimension with soothing taste
Floss for anti cavity for 24hour germ protection
Value for money
superior germ fighting formulation
DOVE WHITENING AND FRESHNING
High Cleaning Silica and
The polyphosphates are ingredients
widely used to prevent surface teeth
staining due to plaque formation.
one shade whiter teeth in just one week
by brushing twice a day
Can be it is advised to use the product
Protects all the areas of teeth even
where the tooth brush does not reach.
Protect against root caries.
Repairs early decay spots.
Dove Dental Floss
Out of the three flavor- dove
chocolate and dove cupcake(vanilla)
were preferred the most
Flavors helps prevent cavities with
dove’s special fluoride
formula, antioxidant levels and long hrs
Even if the child swallows the
toothpaste it doesn’t cause any harm to
Competition with home brands like pepsodent
With Colgate occupying the largest market
Competitive advantage- having one
distribution channel to provide products to the
More popular in metropolitan cities.
Distributor Wholesaler Retailer
Based on competitor’s price
Cost of mouth care products
Grizzle toothpaste(freshness & whitening)
70grms : 55Rs
150grms : 105Rs
250ml : 95Rs
500ml : 170Rs
Kid care toothpaste :70 grms
Chocolate : 75Rs
Cupcake(vanilla) : 85Rs (as vanilla extract is little exp)