Dove toothpaste emba final

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Dove toothpaste emba final

  1. 1. Group Members Himani Chowhan 13031 Hetanshi Desai13030 Palak Aggrawal-13047 Isha Agrawal- 13033 Anubhav Lal 130007 Sayalee Deore 13061
  2. 2. ►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
  3. 3. Beauty soap Shampoo Body wash Face care (Women& Men) Deodorants
  4. 4. Colgate 52% Pepsodent & Close up 22% Dabur 14% Others 12% Present Market Share of toothpaste in India
  5. 5.  Which toothpaste do you use? Sales Colgate total Colgate kids Pepsodent Close-up Babool 35% 25% 20% 10% 5%
  6. 6.  FOR CHILDREN  Do you like flavours in your toothpaste? Acceptance YES NO 70% 30%
  7. 7.  Which flavours do you like? 45% Flavours cupcake(vanilla) cranberry chocolate 35% 25%
  8. 8.  If the flavour was liked, then would the children convince their mom to buy it? YES 80% NO 20%
  9. 9. FOR YOUTH AND ADULTS Do you use dove products? YES 65% NO 35%
  10. 10. 50% 40% 10% Very Good Good Average How would you rate the product knowing that it has a wide range of products for men and women?
  11. 11. 30% 26% 44% Yes No Maybe If dove launched mouthcare products would you use it?
  12. 12.  GEOGRAPHIC Urban areas Sub-urban areas  BEHAVIOURAL  Daily use Teeth Whitening Freshness Anti-Decay Flavors for kids  DEMOGRAPHIC  Family Income Age
  13. 13.  Target customers – Adults, Youngsters, Kids  Dove mouth care will be currently into Selective Specialization  Dove Kids for children  Dove floss for the sub-urban and urban consumer  This type of Targeting means targeting different markets with different products.
  14. 14.  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
  15. 15. INTRODUCING DOVE MOUTHCARE
  16. 16. Dove mouth care Dove Grizzle toothpaste Dove Dental floss Dove Kids toothpaste
  17. 17. DOVE WHITENING AND FRESHNING TOOTHPASTE High Cleaning Silica and Polyphosphates, 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 daily.
  18. 18. Decay protection. 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
  19. 19. Kids touch 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 of freshness Even if the child swallows the toothpaste it doesn’t cause any harm to the body.
  20. 20.  Competition with home brands like pepsodent close up.  With Colgate occupying the largest market share.  Competitive advantage- having one distribution channel to provide products to the retailers.  More popular in metropolitan cities.
  21. 21. Distribution Channel Company Clearing and forwarding agents Distributor Wholesaler Retailer Malls and hyper markets Customer
  22. 22.  Based on competitor’s price  Cost of mouth care products  Grizzle toothpaste(freshness & whitening)  70grms : 55Rs  150grms : 105Rs  Dental floss  250ml : 95Rs  500ml : 170Rs  Kid care toothpaste :70 grms  Chocolate : 75Rs  Cupcake(vanilla) : 85Rs (as vanilla extract is little exp)
  23. 23.  Television -6 crores  Radio – 50 lakhs (93.5 & 94.3 FM)  Outdoor -3 crores  Magazines – 1.5 crore  Newspapers- 2 crores(Times of India)  Promotional -2.5 crore
  24. 24. Advertising Print media Outdoor Broadcast Promotional 1)Magazines 1) Billboards media activities 2)Newspapers 2) Transit media 1)T.V 1) Free trial packs 3) kiosk 2) F.M 2) Dental camps 3) Digital 3) Mall activities 4) Sponsorships in reality shows and shows
  25. 25. Colgate 52%Pepsodent , Close up & Dove 30% Dabur 10% Others 8% Expected Market Share
  26. 26. THANK YOU

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