Dove Elixir Launch Analysis
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Dove Elixir Launch Analysis: - Consumer Dynamics - Category Dynamics - Competition - Entry Time
![DOVE ELIXIR LAUNCH
Consumer Dynamics
- Young women in the SEC A category who are beauty and hair conscious
have been targeted
- Grandmothers used in TV ads to build emotional connect and
traditional knowledge imparted to youngsters
- Emotional and rational appeal used in the ads
- Targets the fact that young women don’t have time to oil their hair at
night and Dove Elixir provides a quick fix [30 minute oiling solution]
- Consumer fantasy for exotic ingredients (Hibiscus, Lavender, Rose)
coupled with traditional oils (Olive, Argan, Almond) [Precious hair oil
with real ingredients]
- Trying to inculcate a forgotten habit into daily routine by customising
the product in that fashion
- Trying to do away with the stigma attached with oiling hair; thus a non
sticky/greasy oil with flashy packaging
Category Dynamics
- The hair oil category can be divided into i) Daily ii) Therapeutic use
- Dove Elixir is targeting a market untapped previously by providing a
daily solution to a therapeutic cause
- Daily market captured by coconut oil and is dominated by women consumers
around the world
- Three main perceived benefits are – Nourishment, Hairfall prevention
and strengthening and Dove Elixir targets all three with its launch
campaign [Print + TV]
- The category is witnessing a growth rate of 14% and has a very high
penetration rate (Aprrox 90%); both of which are good news
- Category seems to be at a mature stage with limited innovation
Competition
- In light of its unique positioning, Dove Elixir faces stiff competition from
both daily use and therapeutic brands
- Marico’s Parachute and Dabur Vatika capture a major chunk of the
market, 29% and 14% respectively and are synonymous with hair oil
- The differentiating factor is its target audience (Young Sec A women),
its unique packaging and pricing; all of which are very different from its
competitors
- Pitted against Brands like Keo Karpin Olive oil and Bajaj Almond Drops
which are used for the purpose of overnight oiling and promise Vitamin
E and Shinier hair respectively
- Various shampoos and conditioners which promise intensive hair care
can also be considered as competition [Dove, Livon, Garnier etc.]
- Home remedies and hair spa which provide quick and easy solutions
also offer stuff competition
Entry Time
- Launched in the latter half of 2012 (November)
- Late entrant into the market
- At a time when the market is was stagnant with limited innovation and
clear leaders in the category
- Product was accepted by the women in light of its unique positioning
even though the claims were being challenged
- Good reception and fairly positive reviews
NIKHIL SARAF](https://image.slidesharecdn.com/doveelixir-140622023637-phpapp01/85/dove-elixir-launch-analysis-1-320.jpg)
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Dove Elixir Launch Analysis
- 1. DOVE ELIXIR LAUNCH Consumer Dynamics - Young women in the SEC A category who are beauty and hair conscious have been targeted - Grandmothers used in TV ads to build emotional connect and traditional knowledge imparted to youngsters - Emotional and rational appeal used in the ads - Targets the fact that young women don’t have time to oil their hair at night and Dove Elixir provides a quick fix [30 minute oiling solution] - Consumer fantasy for exotic ingredients (Hibiscus, Lavender, Rose) coupled with traditional oils (Olive, Argan, Almond) [Precious hair oil with real ingredients] - Trying to inculcate a forgotten habit into daily routine by customising the product in that fashion - Trying to do away with the stigma attached with oiling hair; thus a non sticky/greasy oil with flashy packaging Category Dynamics - The hair oil category can be divided into i) Daily ii) Therapeutic use - Dove Elixir is targeting a market untapped previously by providing a daily solution to a therapeutic cause - Daily market captured by coconut oil and is dominated by women consumers around the world - Three main perceived benefits are – Nourishment, Hairfall prevention and strengthening and Dove Elixir targets all three with its launch campaign [Print + TV] - The category is witnessing a growth rate of 14% and has a very high penetration rate (Aprrox 90%); both of which are good news - Category seems to be at a mature stage with limited innovation Competition - In light of its unique positioning, Dove Elixir faces stiff competition from both daily use and therapeutic brands - Marico’s Parachute and Dabur Vatika capture a major chunk of the market, 29% and 14% respectively and are synonymous with hair oil - The differentiating factor is its target audience (Young Sec A women), its unique packaging and pricing; all of which are very different from its competitors - Pitted against Brands like Keo Karpin Olive oil and Bajaj Almond Drops which are used for the purpose of overnight oiling and promise Vitamin E and Shinier hair respectively - Various shampoos and conditioners which promise intensive hair care can also be considered as competition [Dove, Livon, Garnier etc.] - Home remedies and hair spa which provide quick and easy solutions also offer stuff competition Entry Time - Launched in the latter half of 2012 (November) - Late entrant into the market - At a time when the market is was stagnant with limited innovation and clear leaders in the category - Product was accepted by the women in light of its unique positioning even though the claims were being challenged - Good reception and fairly positive reviews NIKHIL SARAF