it is a presentation all about dove the promotional strategy tried by students on college level and the research done by them

1. DOVE

2.  Dove is owned by Unilever
 Created in 1957
 Products sold in more than 35 countries
 Marketer in the year 2004
 Most trusted brand in India in 2011
EVERYDAY MOSITURE IS THE KEY TO
BEAUTIFUL SKIN

3. SWOT
ANALYSIS

4. STRENGHTS
 Strong media presence
 Commitment to quality
 High market share
 International brand recognition
 Established brand recognition
UPS- Deep moisturizing for dry skin

5. WEAKNESSES
 Strong competition
 High price
 Low market share in deodorant category
 Targets only female segment

6. OPPORTUNITIES
 Can target male audiences equally
 Continuous innovations
 Maintain better standards of quality
 Should establish products for rural penetration
 Eco-friendly and organic range

7. THREATS
 Availability of cheap substitutes
 Large competitors with similar product line
 Eg: Vivel soft touch
 Popular only in metropolitan cities
 Only for higher income group
 Low market share for deodorant, especially
amongst men

8. Market segmentation
Dove segments the market on the basis of
 Demographic
 Psychographic
 Geographic
 Behavioural

9. GEOGRAPHIC
 World wide
 Urban areas

10. DEMOGRAPHIC
 AGE-15-55
 GENDER-female
 FAMILY SIZE-nuclear or joint family
 OCCUPATION-college going girls,
working women,
housewives

11. PSYCHOGRAPHIC
 LIFESTYLE-comfortable
 SOCIAL CLASS-middle class and upper middle class
 ACTIVITY-for nourishment
 INTERESTS- soft and smooth skin
 OPINIONS- raise spirits of status
 ATTITUDE-positive

12. BEHAVIOURIAL
 DEGREE OF LOYALTY-high loyalty is been found
 BENEFIT SOUGHT-for nourishment
 USAGE STATUS-high user status
 BUYER READINESS STAGE- persuading
 USAGE- skin softening

13. TARGETING
 Working women targeted as they have less time to
take care of their skin
 Targeted on higher income groups
 AGE GROUP-15- 55

14. POSTIONING
 Personal care beauty product
 Moisturizing content differentiate itself from
competitors.
 Moisturizing products
 PLC- currently at its growth stage
 Priced at premium

15. COMPETITERS
1. Olay (Procter and gamble)
2. Neutrogena (Johnson and Johnson's)
3. Bergdorf's (nivea)

16. MARKET POSITIONING
#1 Personal cleansing product
#2 Dermatologist recommended brand in the US
#3 Point of differentiation- moisturizer and PH=0

17. MARKETING MIX :4Ps

18. PRODUCT
• Personal care beauty product
• Moisturizing content differentiate itself from
competitors.
• Moisturizing bar and shampoo.
• Currently at its growth stage
• Priced at premium

19. PLACE
 Manufactured globally
 Indirect marketing channel
 Manufacturer retail consumer
 Sold in hyper markets, super markets, pharmacies

21. PROMOTION
 TV
 Print ads
 Public relations-campaigns
 Focused more on “real beauty”

22. PRICE
 Competition based pricing
 Dove cream beauty bathing bar- Rs.46
 Dove body lotion – Rs. 120
 Dove shampoo – Rs. 124

23. MEDIA BRIEF
 BRAND- DOVE
 COMPETITION – Nivea, Olay , Vivel , Neutrogena
 MEDIA VEHICLES- newspaper, magazines , television,
billboards, digital media
 Media tools – facebook , twitter , instagram

24. I
REGIONALITY
Worldwide
SEASONALITY
Introduces series of product for different seasons

25. MARKETING OBJECTIVES
 Increase sales of dove beauty products
 Attract national TV and print media coverage
 To create product awareness and to attract
customers towards the product
 Satisfy the needs of customers which were earlier
not met.

26. COMMUNICATION GOALS
 To create awareness among girls and women that
age doesn’t define your beauty
 Imparting knowledge among females
 Building self-esteem and confidence among
working women and college goers
 To increase sales

27. CREATIVE BRIEF
 Our strategy was to aware that inner beauty is the
real beauty among working women and college
girls
 For this we have initiated “DOVE SELFIE AD
CAMPAIGN”.
 Under which the females clicked selfies and
shared with us during that online campaign

28. ADVERTISING CAMPAIGN
 PURPOSE-Building positive self-esteem and
inspiring all women and girls to reach their full
potential

29. Through our print ads we wanted to communicate:
#BEAUTY IS YOU
#DOVE MAKES YOU AND YOUR HAIR BEAUTIFUL
#WRAP YOUR BODY IN 24 HOUR MOISTURE
#BE YOUR KIND OF BEAUTIFUL

30. Any Questions?

32. THANK-YOU