This document compares the promotional strategies of Pantene and Dove hair care brands. It provides background on both companies and their portfolios. For Dove, it outlines their marketing objectives, mix, target groups, and communication strategy which focuses on telling hair problems and product benefits in a simple, elegant tone. For Pantene, it discusses their various shampoo lines and marketing through television, radio, magazines and more to target female consumers aged 18-34 concerned with hair health, beauty and fashion.

1. Comparison between promotional strategies of
Pantene(P&G) and Dove(HUL).
Presented by:
Bhavin Agrawal (02)
Submitted to:
Prof. (Dr.) Roopa Rao

2. Introduction to Hindustan Unilever Limited

3. More than 75
years of
experience in
India
Products touch
the lives of 2 out
of 3 Indians
everyday
Direct
distribution
reach of > 2 Mn
stores
No.1 and strong
No.2 in more
than 95% of the
business
7 brands > Rs. 1000 crs; 13 brands > Rs.
500 crs
17 out of top 100 most trusted brands in
India^
India’s Largest FMCG Company

4. Introduction to Hindustan
Unilever Limited (HUL)
Hindustan Unilever Limited (abbreviated to HUL), formerly Hindustan
Lever Limited, is INDIAs largest consumer products company and was
formed in 1933 as Lever Brothers India Limited. It is currently
headquartered in Mumbai, India. HUL is the market leader in Indian
products such as tea, soaps, detergents, as its products have become daily
household name in India. The Anglo-Dutch company Unilever owns a
majority stake in Hindustan Unilever Limited. The company was renamed
in late June 2007 as "Hindustan Unilever Limited".
The Company has over 16,000 employees and has an annual turnover of
around Rs.21, 736 crores (financial year 2011 - 2012). HUL is a subsidiary
of Unilever, one of the world’s leading suppliers of fast moving consumer
goods with strong local roots in more than 100 countries across the globe
with annual sales of about €44 billion in 2011. Unilever has about 52%
shareholding in HUL.

5. Introduction of HUL (Cont…)
With over 35 brands spanning 20 distinct categories such as soap,
detergent, shampoo, skincare, Toothpaste, deodorants, cosmetic,
tea, coffee, packaged foods, ice cream and water purifiers, The
Company is a part of the everyday life of million customers across
India. Its portfolio includes leading house hold brands such as Lux,
Lifebuoy, surfexcel, Rin, Wheel, Fair&Lovely, Pond’s, Vaseline,
Lakme, Dove, Clinic Plus, Sunsilk, Pepsodent, Closeup, Axe,
Brooke Bon, Bru, Knorr, Kissan, Kwality Wall’s and pureit.
Vision
Unilever products touch the lives of over 2 billion people every
day – whether that's through feeling great because they've got
shiny hair and a brilliant smile, keeping their homes fresh and
clean, or by enjoying a great cup of tea, satisfying meal or healthy
snack.

6. Portfolio straddling the pyramid
Fabric
Cleaning
Skin
Cleansing
Hair Skincare Tooth Paste
Soaps & Detergents: 48% Personal Products: 31%

7. Portfolio straddling the pyramid
Tea Coffee Processed
Foods
Ice Creams Water
Beverages: 12% Packaged Foods: 6% Others:

8. Details of HUL
Industry Consumer Goods
Founded 1932
Headquarters Mumbai, Maharashtra, India
Key people Mr. Harish Manwani ( Chairman)
Revenue 221 billion in Rs (2011-2012)
Net Income 26.91 billion in Rs (2011-2012)
Website www.hul.co.in
Employees 16000
Parent Unilever Plc (52%)

9. Touching lives, improving life.
Two billion times a day, P&G brands
touch the lives of people
around the world. P&G people work to
make sure those brands live
up to their promise to make everyday life
just a little bit better.
At P&G, we see big potential in the little moments of life.

10. Some Key Facts
• Founded in 1837 by William Proctor & James Gamble.
• Headquartered in Cincinnati, Ohio, USA
• Operations in 80 countries.
• Brand available in more than 180 countries worldwide.
• Established in India in 1964.
• P&G operates under three entities in India - two listed
entities “Procter & Gamble Hygiene and Health Care
Limited” and ‘Gillette India Limited’, as well as one
100% subsidiary of the parent company in the U.S.
called ‘Procter & Gamble Home Products’.

12. Vision:
Be, and be recognized as, the best consumer products
and services company in the world.
Mission:
We will provide branded products and services of
superior quality and value that improve the lives of the
world's consumers. As a result, consumers will reward
us with leadership sales, profit, and value creation,
allowing our people, our shareholders, and the
communities in which we live and work to prosper."

13. P&G SWOT Analysis
Strengths Weakness
• Product innovation
• Offers multiple Products
• Strong Brand Image
• Strong Customer Loyalty
• Diversified Business Structure
• Views Product performance only
• Increased promotional spending to
keep health sales
• Customer concentration
Opportunities Threats
• Going Green Eco Friendly
• Emerging Markets
• Selling directly to consumers
• Better Product Experience
High levels of competition
• Raw material and energy price
increases
• Potential Gillette integration
Vicks banned in US market
Slow down in consumer spending
Substitute products have cheaper price

14. P&G India Brands
Though we strive hard to keep our homes and our cars clean
and tidy, the results are rarely satisfactory. Odours that linger
in our homes just before guests arrive, or a persistent stench
that never leaves the car, not only adversely affect our mood,
but also that of our guests. With this in mind, P&G experts
have bottled the fragrance of freshness with the new Ambi Pur
range for both homes and cars.
Introduced in 1991, Ariel was the first to bring the 'compact
detergent' technology, the enzyme technology for safe and
superior stain-removing power and the 'smart eyes' technology
into India, with an aim of becoming India's best stain removal
detergent. Ariel contains safe ingredients for all fabrics under
recommended usage conditions for laundry. The Ariel product
range in India includes different variants to meet your specific
needs like Ariel OxyBlu, Ariel Oxyblu Ultramatic, Ariel Front
O Mat, Ariel 2in1.
Duracell batteries have a history of providing dependable
power when and where you need it the most. Our range of
Batteries gives you the right power for all your device needs,
providing up to 10x performance. The product range in India
includes Duracell and Duracell Ultra. Duracell is available in
sizes AAA, AA, C, D, and 9-volt while Duracell Ultra is
available in sizes AA and AAA sizes.

15. P&G India Brands Cond…
Oral-B continuously strives to work closely with the dental
professionals and deliver high quality products, which make us
leaders* in the $ 4.5 billion toothbrush category.In India, Oral-
B has an innovative range of toothbrushes including Cross
Action Pro-health 7 Benefits, CrossAction Pro-health Superior
Clean and Advantage Sensitive toothbrush. Oral-B’S floss
range includes Ultra Floss & Essential Floss.
As a result of constant research and innovation in
understanding the needs of babies at various stages of
development, Pampers Active Baby has been voted as the best
diaper by Indian moms with the guarantee of superior dryness
for an uninterrupted sleep of 12 hours. Pampers has an answer
for all your needs with its innovative product range that
includes Pampers, Pampers Active Baby, Pampers Active
Baby Pants, all designed especially for providing a night of
Golden Sleep for the baby.
The New Pantene Amino Pro-V Complex range of shampoo &
conditioner comes in three variants suited for individual needs -
Pantene Nourished Shine, Pantene Hair Fall Control & Pantene
Smooth & Silky. Enriched with the goodness of pro-vitamins
and three essential aminos, Pantene restores your hair with its
lost beauty while making your hair ten times stronge.

16. P&G India Brands Cond…
Gillette’s innovative razors and shaving products designed for
the unique needs of men – helping them to look, feel and be
their best every day. The razor range in India includes Gillette
Vector, Gillette Mach3, Gillette Mach3 Turbo, Gillette Guard
and Gillette Mach3 Turbo Sensitive and Gillette Fusion. The
Shave Care range includes Gillette Fusion HydraGel, Gillette
Series Sensitive Skin Foam, Gillette Series After Shave &
Gillette Classic Shave Foam Sensitive Skin. Gillette Skincare
Foaming Wash, Gillette Skincare Scrub, Gillette Skincare
Facial Moisturizer with Aloe Vera, Gillette Skincare Facial
Moisturizer with SPF and Gillette Skincare Lotion 100ml.
Since 1950, Head & Shoulders has been at the forefront of
scalp and hair science, significantly advancing the treatment of
dandruff and scalp problems. Along with professional advice
and expert insight we have a wide range of products to care for
your scalp and nurture your hair. Head & Shoulders is
available in 8 variants in India including Men Hair Retain,
Complete Care for Dry Scalp, Anti Hair fall, Smooth & Silky,
Cool Menthol, Clean & Balanced, Thick & Long & Silky
Black.
Help women look and feel beautiful and Challenge what’s
possible with their skin. The Olay portfolio in India covers
Base Moisturizer, Anti Ageing and Olay Whitening. The Anti
Aging range includes Olay Regenerist, Olay Total Effects, and
Olay Age Protect. The Olay Whitening range includes Olay
White Radiance and Olay Natural White. The Base Moisturizer
includes Olay Moisturizing Lotions and Creams.

17. P&G India Brands Cond…
Tide is the World’s Oldest & Most Trusted Detergent brand
and is the Market Leader in 23 Countries around the world.
Launched in India in mid-2000, Tide provides ‘Outstanding
Whiteness’on white clothes & excellent cleaning on coloured
clothes as well. Tide’s Fabric Whitening Agents clean clothes
without bleaching or removing colour from a garment. The
Tide range in India includes Tide (Detergent) and Tide (Bar
with Whiteons). Tide Naturals was launched in India in
December 2009. Packed with the benefits of lemon and
chandan, it provides great cleaning while keeping the hands
soft.
Vicks has long been invested in the science and research of
respiratory health and through that dedication has developed a
wide range of therapeutic products that offer effective relief for
all the major signs and symptoms of the common cold, flu and
sinus pain and pressure. The Vicks product range in India
includes Vicks Cough drops, Vicks Vaporub, Vicks Inhaler,
Vicks Vapocool, and Vicks Action 500 Extra.
Whisper understands that we're each very different, and offers
a wide range of sanitary napkins to suit every girl or woman's
needs. With the right menstrual pad, you could take the first
step to having a Happy Period. Whisper has a wide range of
products in India which includes Whisper Ultra Regular
Wings,Whisper Ultra XL Wings, Whisper Ultra Heavy Flow
Overnights Wings, Whisper Maxi Regular, Whisper Maxi XL
Wings, Whisper Choice Regular, Whisper Choice Wings and
Whisper Choice Ultra Wings.

18. P&G India Brands Cond…
Wella Kolestint with it deep, long lasting colour has mesmerized Indian
women. No doubt, 96% Indian women say that it is the best hair colour
they have ever used. Wella Kolestint packs are available in 12 vibrant
shades in beauty stores across India. Each pack comes with a complete
hair colour kit to give deep, long lasting colour.

19. +
DOVE

20. INTRODUCTION
Dove is a personal care brand owned by Unilever.
It started in 1955.
This brand came to India in 1995.
It is imported and marketed by Hindustan Unilever
Limited (HUL).
By the end of the dove firming “Real Women”
Campaign, dove has become a national talking point
and was ranked number three in the body lotions
market, ahead of L’oreal, Garnier, Neutrogena and Olay.
In the year 2004, Unilever won the ‘marketer of the
year’ award for its brand Dove

21. BRAND EXTENSION

22. BRAND EXTENSION CONTD.
DOVE
Beauty
Bar/Body
wash
Hair Care Deodorant
(Aerosol) Face Wash Lotions
Men + Care
[USA]
Beauty
Bar
Body
Wash
Crème, Exfoliating,
Fresh Moisture
Shampoo Oil
(Elixir)
Conditioner
Treatment
Bar, Body Wash,
Shampoo, Face
Care,
Deodorant
Go Fresh, Deep Pure,
Beauty Moisture
Essential Nourishment,
Go Fresh Nourishment,
Indulgent Nourishment
Original, Silky dry,
New Dove
Whitening, Go Fresh
Cucumber,
Grapefruit &
Nectarine
Nourished Shine, Hair
fall Rescue, dryness Care
Oil Care
Treatment
Musk &
Serum, Hair
fall Rescue
Serum
Intense Repair, Dandruff
Care, Daily Shine,
Nourishing Oil Care,
Split End Rescue, Hail
Fall Rescue, Dryness
Care
Same as
Shampoo

23. VARIOUS DOVE SHAMPOO
 Dove Damage Therapy Shampoo
 Dove Damage Therapy Heat Defense Shampoo
 Dove Damage Therapy Intensive Repair Shampoo
 Dove Damage Therapy Daily Moisture Shampoo
 Dove Damage Radiance Shampoo
 Dove Nutritive Therapy Nourishing Oil Care Shampoo

25. Company Background
1940: Developed by Swiss drug
company Hoffman-LaRoche
1947: Debut as a premium hair care line
across Europe
1985: Take over by Procter and Gamble
(P&G)
1991: Changed name to Pantene Pro-V
1994: Launched Pantene Pro-V onto the
Thailand market

26. Basic Detail
Product Type Hair care
Owner Procter & Gamble
Country Switzerland
Introduced 1947
Markets Worldwide
Website www.pantene.com

27. Various Pantene Shampoo
Daily Moisture Repair
Total Damage Care
Hair Fall Control
Anti Dandruff
Long Black Shampoo

29. The
Marketing
Objective
With the intention of persuading
the consumers, the marketing
strategy will touch on more
interactive methods to involve
customers to increase mass
awareness.

30. Market Strategy: Dove
Objective:
Increase sales of Dove beauty products and new product
lines
Create dialogue, debate, and discussion about the true
meaning of beauty
Attract national TV and print media coverage
Gain local press attention in the hometowns of models
featured throughout the campaign
Drive users to the CFRB Web site to share their thoughts
and opinions about the campaign and beauty stereotypes
Create a call to action for consumers to join the
movement through website pledge that activate a
donation by Dove for self-esteem awareness programs

31. Marketing Mix (4 P’s
Analysis)

32. Product
Product
Damage
Hair
Hair Fall
Straight
Hair
Hair
Shine
Smooth
Hair
Black
Hair
Silky Hair
Anti
Dandruff
7 Hair
Problems

33. Price
Brand
7 ml.
70
ml.
80
ml.
175
ml.
180
ml.
200
ml.
375
ml.
400
ml.
500
ml.
700
ml.
1000
ml.
- 20 - - - 74 - 121 159 199 233
- - 25 69 - - 145 - 159 189 -

34. Place
Brand Superstore Supermarket
Convenience
Store
Traditional
Trade

35. Promotion
Promotion
Co-Promotion Co-Promotion with Watson Co-Promotion with Watson
Event
Hair Health Investment & The
City
Surivipha Join Us “Beyond
Therapy by Dove”
Roadshow

36. Target Group
Promotion
Physical
 Female
 18-34 years old
 Live in Bangkok and big city in
province
 Capacity to high purchase
 Female
 above 25 years old
 Workers and middle-income
level or above
 Live in Bangkok and big city in
province
Psychology
 Seeking hair healthy
 Interested in beauty and
fashion
Unconvinced in their hair

37. Media Usage
Media
TV Commercial
Radio
Internet
Magazine
Newspaper
Out of Home
P.O.P.

38. Communication
Strategy
Brand Key Message Mood & Tone
Focused on telling about
the hair problem and
properties of product
Simple and elegant
Story from the experience
with hair
Comfortable atmosphere,
Highlighted that with the color
comfort or color to match the
product of Dove

39. Year Key Message Benefit Mood & Tone
2007
Relieve the 7 reasons
breakage hair and
reduce hair fall
Pro-V Total Care
formula
Ready every situation
2008
Relieve hair loss due
to breakage hair
Water Activate Pro-V
formula
Care and devote
2009
Deeply nourishes
breakage hair and
hair fall
Double Pro-V
formula
Hair care, lively
Now
Deeply nourishes
hair root to hair tip
and relieve hair fall
Pro-V Hair Fall
Control formula
Hair care,
give the something
worthwhile to hair
Communication
Strategy

40. Year Key Message Benefit Mood & Tone
2007
Hair smoother and
reduce hair fall
Repairing Serum,
Moisturizing Serum,
Moisturizing Milk
Simple , Lively
2008 Resolve the frizzy
and dry hair to be
hair smooth
effectively
Moisturizing Milk
Essence
2009
Resolve the hair fall Repairing Serum
Now
Deeply nourishes
breakage hair by
expert
Advance Repairing
Serum
Communication
Strategy

41. Promotional Strategy

42. Promotional Strategy done
by Dove
DOVE advertises its shampoos through
wide range of media like tv ads, social
networking sites , hoardings, magazines etc.
Promotional strategy is the direct way to
connect and attract the customers to buy the
product
Promotional strategy requires a lot of
creativity and innovation

43. Real Beauty Campaign
It launched real beauty campaign in 2004,
through which it induced an belief among
the women about being themselves. And so
dove does not use any models in its ads,
rather it uses regular women’s to be its super
models so that common people can connect
with it.

44. Websites
Women can Visit
www.campaignforrealbeauty.com and
cast their votes on the questions raised in
the ad campaign. The website also allows
women to partake in ongoing dialogue
about beauty by posting to Discussion
boards, downloading several research
studies about beauty, and hearing and
reading what women around the world
have to say.

45. Hoardings
In 2010, to answer the “mystery shampoo” ads of
pantene, dove had advertised through hoardings in
metro cities. It states that “there is no mystery about
dove” and people use it by its own name.
Dove smartly placed their poster/hoarding on the left
side of the road which was exactly parallel to Pantene’s
teaser hoarding.

46. Hoarding (cont….)
So, when a common person interpreted, they could find
a question on the right side of the road, ‘GUESS THE
MYSTERY SHAMPOO’ and on the left side, you get
an answer-‘THERE IS NO MYSTERY. DOVE IS THE
NO.1 SHAMPOO’
Dove did not even have to come up with a new TVC.
They tweaked their old one and added a slide in the
beginning about ‘Mystery’ and a few gyaan in the end
claiming that they are the ‘product of the year’.

47. Brand Endorsement
Dove never use the Known Faces or
celebrity for endorsing their product.
Before Dove was using the models in its
ads, but now they started using regular
women's to be its super models so that
common people can connect with it.

48. Facebook

49. DOVE LOGO
• Logo of Dove is a perfect representation of
– Softness
– Gentleness
– Sophistication
• The image of dove or peace pigeon symbolizes the
purity & softness of a dove in its products.
• Tagline : You ARE more beautiful than you think

50. Advertisement
Dove promotion strategy also involves
heavy TV and magazine advertising. Their
advertisements shows how skin can be soft,
white and smooth, creating a vivid picture of
comfort and smell in the users mind. Models
and popular slogans are used as well to
promote their products better.

51. Promotional strategy done by
Pantene
Hoardings
PANTENE in 2010 has launched its new variant by
promoting it as a “mystery shampoo”. It claimed that
women all over the world has used this mystery product
(they have not been told it was Pantene) and are
satisfied by it. The banners have been placed in metro
cities in India.

52. Advertisement
Pantene has sponsored many Beauty Contests and
Bollywood events. And T.V programs like NACH
BALIYE 4 .
Sponsored short films that were broadcast during
popular television shows.
Unique Advertising such as Pantene Building
Advertisement – Anti-Breakage Shampoo, Pantene –
Stops split ends, etc makes its ads more attractive,
impressive and eye-catching.

53. Website
When visiting www.pantene.com the viewer will find a
list of countries worldwide; each web visitor is
expected to select their country in order to be taken to a
Pantene web page corresponding with their country and
language).
On Pantene’s website there is a list of frequently asked
question. The customers can become the member of the
Pantene family and can have their log in ids using
which they can access the website and also make use of
all the facilities available . There is also a feature of
expert’s advice on the website where users can seek
solutions for all of their hair problems.

54. Facebook
On the up-side, Pantene India’s Face book
page has been growing continuously and
shows no signs of stopping even after
crossing the 1.2 million mark.
It gives a various information and facts and
figures about Pantene's various shampoo.

55. Hair Dare
The brand’s main proposition is that Pantene
can transform unhealthy to healthy content
as well where Pantene is inviting users to
challenge them with a #hair dare by posting
it via Pantene’s Face book app or Twitter
after which they can watch celebrities
like Yami Gautam, Mahie Gill and
Rituparna Sengupta take the user’s ‘dare’.

56. Brand Endorsement
In Pantene they use celebrity for the
endorsment as they are known face in a
Indian Country, which can attract the
customer easily
Presently, the Mrs. Slipa Shetty Kundra is
giving the advertisement of Pantene and
Parineeti Chopra is giving the advertisement
of New Pantene

57. You Tube
Apart from uploading television
commercials on YouTube, Pantene uses this
channel to broadcast expert tips, behind the
scenes and video interviews of celebrity
stylists such as Coleen Khan who shares the
Do’s & Don’t for healthy hair.

58. Problems in Pantene Shampoo
Do not focus on the hair color groups or the
problem of the hair color
Always present in the Pro-V has been
seems not development of the product
Consumers have many choices to purchase
and no brand loyalty
No access to consumers via online media

59. Problems (Cont…)
Pantene placed the hoardings all over the
Mumbai city, the hording was of white colour
with the unknown shampoo, and having a big
question mark on it. It claimed that 80% of
women's all over the world has used it and the
are satisfied by it.
The problem with this strategy was that,
Pantene did not considered any of the
competitors move would be. As a result the
leading FMCG company HUL used its product
DOVE shampoo to compete it.

60. How they Overcome with this
Problems
They have Started Communicating to the
hair color groups or the problem of the
hair color.
Started Using online media to be more
one of communication channels to
consumers
Emphasize communication to the
development of products to more

61. Strategy to overcome the
Problem
When Pantene realize the mistake, there was
already the huge loss in the sales and
revenue. To overcome the problem, faced
from choosing the wrong strategy. Pantene
decided to give a new face to its shampoo
brand. So to improve the brand image, in
2010, Pantene hired a new brand
ambassador – Katrina kaif, by replacing
Susmita Sen, who was the brand ambassador
since 2006.

62. Conclusion
Dove and Pantene has established its brand name very
successfully and have a good amount of market share of
different products but still P&G and L’Oreal in personal
care products have a market share greater than Unilever’s
market share. HUL and P&G has to invest in total factor
productivity and innovation in technology instead of
spending a huge amount of money on marketing and
advertising of a product like Dove and Pantene. HUL and
P&G should also make some strategies to pull the male
customers toward it. HUL does not own a patent it should
buy patent for the new technologies and innovations like
P&G’s Pantene Pro-V.