Nivea, Axe, Old Spice, Hugo Boss and Dove were analyzed as competitors in the male deodorant market. For each brand, their products, pricing, placement and promotion strategies were summarized. Nivea and Dove offer a variety of deodorant options targeted at different skin and odor protection needs, while Axe, Old Spice and Hugo Boss focus on distinctive masculine scents. Pricing varies by brand from more affordable to premium luxury products. All have wide distribution through retailers but also use promotions such as advertising, celebrity endorsements and online/social media presence.
The Dove Shampoo Company is the world's leading manufacturer, marketer, and distributor of shampoo, with world headquarters of the Globe Dove Shampoo, the leading brand in the Shampoo segment in Bangladesh, is now being sold in Qatar and Dubai. The Company and its subsidiaries employ nearly 31,000 people around the world. Syrups, concentrates and beverage bases for Dove Shampoo, the Company's flagship brand, and over 230 other Company Shampoo brands are manufactured and sold by the Dove Shampoo Company and its subsidiaries in nearly 200 countries around the world.
To refresh the world…
To inspire moments of optimism…
To create value & make a difference
A healthy lifestyle
More variety, quality, taste and enjoyment
Time, as an increasingly precious commodity.
The ultimate objectives of the business strategy are to increase volume, expand company’s share of worldwide nonalcoholic ready-to-drink beverage sales, maximize company’s long-term cash flows and create economic-value-added by improving economic profit.
SECTORAL INFORMATION
OVERVIEW OF THE COMPANY
HEADQUARTER
PRODUCT PORTFOLIO
DISTRIBUTION CHANNEL
STP
PRODUCT LIFE CYCLE
MARKETING STRATIGIES
SWOT ANALYSIS
SURVEYSECTORAL INFORMATION, Introduction,
Historical Growth of the sector observed in the last 5 years,
Reasons for the Growth observed in the sector,
Government initiatives,
Porter’s Five Forces Model for the sector,
COMPANY INFORMATION,
Company snapshot,
SWOT analysis of Hindustan Unilever – HUL SWOT analysis,
Product offered by the company,
Competitor Analysis,
News (Last 12 month) incl. corporate announcement,
MARKETING STRATEGY,
DOVE Shampoo,
SWOT analysis of DOVE Shampoo,
Analyze marketing mix 4P’s of DOVE Shampoo,
STP of DOVE Shampoo,
PLC of DOVE Shampoo,
Sales Forecast,
DISTRIBUTION CHANNEL/NETWORK,
Intuitional Selling,
Digital Marketing Strategy,
Survey,
Factor Analysis
Strategic analysis of unilever (USLP 2012-2013)Roukaya Issaoui
This paper provide a brief analysis of the competitive environment of Unilever then a strategic analysis of Unilever and it’s position in each industry.
this presentation gives us the insights of how Dove developed as a brand and what were the strategies adopted by it to succeed in the highly competitive market
The Dove Shampoo Company is the world's leading manufacturer, marketer, and distributor of shampoo, with world headquarters of the Globe Dove Shampoo, the leading brand in the Shampoo segment in Bangladesh, is now being sold in Qatar and Dubai. The Company and its subsidiaries employ nearly 31,000 people around the world. Syrups, concentrates and beverage bases for Dove Shampoo, the Company's flagship brand, and over 230 other Company Shampoo brands are manufactured and sold by the Dove Shampoo Company and its subsidiaries in nearly 200 countries around the world.
To refresh the world…
To inspire moments of optimism…
To create value & make a difference
A healthy lifestyle
More variety, quality, taste and enjoyment
Time, as an increasingly precious commodity.
The ultimate objectives of the business strategy are to increase volume, expand company’s share of worldwide nonalcoholic ready-to-drink beverage sales, maximize company’s long-term cash flows and create economic-value-added by improving economic profit.
SECTORAL INFORMATION
OVERVIEW OF THE COMPANY
HEADQUARTER
PRODUCT PORTFOLIO
DISTRIBUTION CHANNEL
STP
PRODUCT LIFE CYCLE
MARKETING STRATIGIES
SWOT ANALYSIS
SURVEYSECTORAL INFORMATION, Introduction,
Historical Growth of the sector observed in the last 5 years,
Reasons for the Growth observed in the sector,
Government initiatives,
Porter’s Five Forces Model for the sector,
COMPANY INFORMATION,
Company snapshot,
SWOT analysis of Hindustan Unilever – HUL SWOT analysis,
Product offered by the company,
Competitor Analysis,
News (Last 12 month) incl. corporate announcement,
MARKETING STRATEGY,
DOVE Shampoo,
SWOT analysis of DOVE Shampoo,
Analyze marketing mix 4P’s of DOVE Shampoo,
STP of DOVE Shampoo,
PLC of DOVE Shampoo,
Sales Forecast,
DISTRIBUTION CHANNEL/NETWORK,
Intuitional Selling,
Digital Marketing Strategy,
Survey,
Factor Analysis
Strategic analysis of unilever (USLP 2012-2013)Roukaya Issaoui
This paper provide a brief analysis of the competitive environment of Unilever then a strategic analysis of Unilever and it’s position in each industry.
this presentation gives us the insights of how Dove developed as a brand and what were the strategies adopted by it to succeed in the highly competitive market
A brand plan for Loreal Men Expert. We did this as a part of brand management course keeping it in alignment with Loreal Brand Storm 2016. We utilized the resource material and created our own brand plan, for course purpose.
we conducted this research for our course Analysis of Pakistani Industry. this research was conducted to find out growth and performance of banking sector of Pakistan.
Impact of Thar Coal on Electricity Generation & Economic Growth of PakistanSandeep Kumar
This project is given in course; Pakistan Economic Policy. This report is about issue in energy sector of Pakistan, sources of electricity generation used by Pakistan, wrong fuel choice, comparing electricity generation from coal with other countries, demand & supply gap, national cause of load shedding, economic impact of electricity deficit. This report contain information how thar coal van solve problem of electricity gap along with its social & economic benefits, and annual saving in foreign exchange.
This report contain details about HR department of CCBPL. This report contains Introduction, Vision, Mission, Core values, Goals, Slogan of Coca-Cola Beverages Pakistan Limited. Along with that, it contain Recruitment and Selection process of Coca-Cola.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
2. AXE DEODRANT
Axe (known as Lynx in the United Kingdom, Republic of
Ireland, Australia, New Zealand, and People's Republic of
China) is a brand of male grooming products, owned by
the Anglo-Dutch company Unilever and marketed towards
the young male demographic.
Axe was launched in France in 1983 by Unilever. It was
inspired by another of Unilever's brands, Impulse.
Unilever introduced many products in the range, but were
forced to use the name Lynx in the United Kingdom,
Ireland, Australia, and New Zealand due to trademark
issues with the Axe name. In addition, some countries
(such as South Africa) introduced the brand as EGO.
Axes made with ground cutting edges are known since the
Neolithic period ending 4,000 to 2,000 BC. The first true
hafted axes are known from the Mesolithic period (c.
6000 BC).
4. 1st Competitor: nivea
Product:
NIVEA MEN Silver Protect Deodorant is part of the award winning
NIVEA MEN Silver Protect range. Its antibacterial formula, with
silver ions, fights bacteria & body odour. Delivering 48h confidence
and anti-perspirant protection, it keeps you fresh and dry all day
long. It’s the perfect combination of NIVEA‘s mild care and reliable
protection.
Under time pressure, in a meeting or on a date - in our daily life we
are often facing stressful situations. Stress sweating is one
undesired effect, accompanied by unpleasant body odour. NIVEA
Men Stress Protect Stick is proven to protect also against stress
sweating. Its unique formula combines two ingredients - Stress
Protect actives and a Zinc complex - giving you reliable anti-
perspirant protection against sweat and body odour.
Protection also against stress sweating.
48h anti-perspirant protection and NIVEA MEN Care complex.
Skin tolerance dermatologically proven, No alcohol or colorants.
5. With the NIVEA INVISIBLE FOR BLACK AND WHITE
DEODORANT you have the first deodorant with 48 h anti-
perspirant protection that leaves no white marks on dark
fabrics and also avoids yellow staining on light-colored
clothes. Making sure black stays black and white stays
white for longer, so your favorite clothes look their best –
and you can enjoy the colorful moments of life with
reliable protection.
Masculine and warm woody scent with fresh citrus notes.
Without alcohol and colorants, Skin tolerance
dermatologically proven.
NIVEA MEN DEODORANT SENSITIVE PROTECT with
chamomile extract and avocado oil, is especially
developed for sensitive skin. The optimal
combination of reliable antiperspirant protection and
NIVEA Men Care Complex.
Without alcohol, colorants or preservatives
Skin tolerance dermatologically proven
6. PRICE:
Nivea have made a rule that they will sell the products to retailers
at one price. Now, these retailers can in turn sell to customers at
any price. Thus, you can find prices do differ at different places.
Nivea For Men Stress Protect Clinical Strength Deodorant
50ml RS:900
Nivea for Men Invisible for Black and White 48 Hours Deodorant Roll
on 50 Ml. RS: 429
Nivea For Men, Sensitive Protect 48 Hour Deodorant 50 ml
RS:950
Nivea Men Silver Protect Roll On Antiperspirant Deodorant
50ml RS: 1200
7. PLACE:
Nivea has a very strong distribution channel.
Distribution channel plays vital role to make the
products available to the customers.
They do adopt various channels to reach out to the
customers. Customers can buy Nivea’s products
online which means they themselves need to take
care of the promotional activities.
They have many outlets spread across the country
where customers can directly choose the products
based on his/her needs.
It has been that around two-third of the sales
happen through high street shops such as boots and
Superdrug. One-third of the Nivea sales happen
through grocery chains.
8. PROMOTION:
Nivea products are best in the skin and beauty
care segment. It is because of the product
quality that makes them the market leader.
They use various promotional techniques to
attract their customers.
They follow above the line marketing
technique i.e. they go for TV advertisements.
They also follow below the line strategy such
as trade fairs and promotional events.
They also come up with online magazine
named FYI- Fun, Young and Independent.
They also have presence in social networking
sites such as Facebook. This covers the entire
Nivea marketing mix.
9. 2nd Competitor: HUGO BOSS
• Hugo Boss is commonly referred to as Boss and is
a popular fashion house. It is of German origins
and is associated with FMCG sector. The company
was founded in the year 1924 by its founder Hugo
Ferdinand Boss.
10. PRODUCT:
The deodorant spray for the active HUGO BOSS man. A
creation bursting with energy rooted in earthy vetiver –
endurance and power combine to form the base of this
elegant fragrance. Tangy grapefruit accents that sharpen
the mind and open new horizons blend with warm
cardamom notes. Perseverance in daily training and a
sustained will to win lead to the highest level of
performance – all of these qualities combined in one
fragrance. BOSS Bottled. Sport.
BOSS Bottled: this can contains the inimitable BOSS
spirit. This deodorant stick will impress you with its
reliable protection and masculine fragrance. Red
apple and a hint of spicy cinnamon stimulate the
senses, with the clean, green fragrance of geranium
leaving a distinctive floral scent behind. This men's
deodorant is perfected with a trace of golden amber
and wood. It is gentle on the skin and gives the
feeling of soothing freshness all day long.
11. The irresistibly masculine fragrance of 'BOSS Bottled
Night' prepares its wearer for the conquests of the
night. The powerful chords of the birch leaf and
cardamom top notes mingle with an intensely
woody base note to give the confident and
successful BOSS man a distinctly masculine
charisma.
The glass flacon embodies the seductive
atmosphere of the night with midnight blue melting
into elegant black.
This Eau de Toilette from BOSS unveils the seductive
power of a man’s inner strength. Opposites make
harmonious connections in this seductive fragrance:
the spicy freshness of the top note with bergamot,
black pepper and star aniseed is brought out by the
depth of the base note. Warm and cool spicy
accents of lavender, coriander and cinnamon
combine in the heart.
The vanilla sweetness of the tonka bean engages
with the earthy acerbity of tamboti wood and
vetiver to create the sensuous backdrop of this
men's fragrance.
12. PRICE:
Hugo Boss is a leader in the luxury segment and offers premium
products to its customers. Company realises that it is offering
something extra to its customers and they are willing to go the
additional mile and pay for it. Hence brand has adopted a premium
pricing policy for its high-end product as its target customers are high
profile and rich people who can easily afford its prices.
'BOSS Bottled' Deodorant Stick 75ml RS: 2739 and
RS: 3652/100 ml
'BOSS Bottled Night' Eau de Toilette 50 ml RS: 5733 and
RS:7899/100ml
'BOSS The Scent' Deodorant Stick RS: 2740/150 ml and
RS: 1850/100ml
'BOSS Soul' Eau de Toilette 90 ml RS: 7390 and
RS: 8210 /100ml
13. PLACE:
It has a strong distribution channel that includes services of
company owned premises.
Its operations are conducted through an estimated 122
outlets, 531 shops and 388 stores.
Hugo Boss is involved in the development of several sub-
brands that are easily available in fashion outlets and
departmental stores. These can also be purchased through
its official portal as well as other shopping platforms.
14. PROMOTION:
Hugo Boss has very high brand awareness as it caters to
the whim of selected few. It realises the power of right
advertisement and has adopted several global
campaigns embodying its true character and essence.
The company has ensured the services of leading
photographers and best art directors so that they can
come up with best possible advertisements and
campaigns.
Hugo Boss has taken help of print media via catalogue,
posters and fashion magazines.
To remain in public eye the brand offers press
conferences and interviews providing the latest
information to its loyal clients.
The company has also been a sponsor for various
events like Formula One, Sailing and Golf. It is involved
in social causes and has a partnership with Cancer
Foundation and UNICEF.
They use famous people image to promote their body
sprays. Distinguishing packaging. Several websites.
Based on their experience. Social network : twitter,
myspace, facebook.
Campaign based on “attract women” Endorsement by
famous people TV spots.
16. introduction
Old Spice is an American brand of male grooming
products encompassing deodorants and
antiperspirants, shampoos, body washes, and soaps. It is
manufactured by Procter & Gamble.
Originally launched as Early American Old Spice by
William Lightfoot Schultz's soap and toiletries company,
Shulton Inc., in 1937, it was first targeted to women,
with the men's product only being released before
Christmas at the end of that year. Over time as the
men's products found more success it began to focus
exclusively on those. Old Spice now sells male grooming
products including antiperspirant/deodorant sticks and
body wash.
17. Product
Products are the goods of the company that they
offer to their target market. Currently, Old Spice Body
Spray has five products in its product line:
1. After Hours
2. Aqua Reef
3. Pure Sport
4. Show Time
5. Swagger
18. Mainly, the brand personality of 'Old Spice' is
Masculine and portrays someone with good build &
persona.
Sophistication, Elegance, Classiness, and Urbanity can
be few of the attributes which can be associated with
the brand.
There are also telephone hotlines available to assist
customers with information about competitions and
the more intricate product details.
19. price
Price differentiation strategy will also prove to be an
effective tool to build the required brand perception in
the minds of the various target segments.
Swagger being positioned as an up class product will
be priced a relatively higher than its 2 other variants
being relative to the premium tier consumers who
translates a higher price to a better quality product.
Here the product will be priced at Rs. 200, as an
introductory price offer.
20. The other 2 variants pure sport and aqua reef will be
priced lower, at an introductory price, of Rs. 160.
Such a pricing strategy will be able to cover the
affordability range of a huge consumer market;
moreover, will also be able to compete with other
brands in the market.
21. place
The process of efficiently and effectively making and
getting products and services to end-users requires a
marketing logistics network.
Manufacturer-Wholesaler-Retailer-Consumer:
We manufacture the product and sell it in bulks to the
wholesalers that in turn re-sell it to the retailers.
Retailers then sell the product in desired quantities
(bundle or individual pieces) to the final buyers.
22. Manufacturer-Retailer-Consumer
We also sell the manufactured product directly to the
retailers who re-sell it to the final buyers.
Manufacturer-Consumer
The ways in which we directly distribute the product to
the final buyers are through campaigns and stalls at
universities, colleges shopping malls like Millennium
Mall and Park Towers along with stadiums and parks.
23. promotion
Below-the-line Activities:
We have had our campaigns going on in different
famous market places where we perceived to have
found and directly interacted with our target consumers
that are teenagers.
Stalls were set up at The Forum, Park Towers & Expo
Centre where we made our target consumer taste the
product and give their feedback both on the quality and
the concept.
24. Secondly, the campaigns that we carried out in various
schools, colleges & universities included activities among
teenagers requiring energy (such as races etc.) and then
rewarding them with BRIO merchandise.
Both of the activities based on our overall marketing
theme and our product's concept.
25. We used TVCs, print media (Newspaper, Posters etc.)
and radio advertisements. These medium of
communication with the customer will guarantee a
higher demand of the product and will also create
awareness among them as well.
It will also be helpful to anticipate what is being
expected and what necessary steps are needed to be
taken for a more favorable outcome.
Above-the-line Activities:
26. Celebrities' representation is also being planned to give
the product a better image. National heroes such as
Tennis player (Aisam-ul-haq) for the Aspiration Group
& (Humayun Saaed) for Vision to Prosper Group are
expected to be a part of such a campaign.
28. introduction
Dove is a personal care brand owned
by Unilever originating in the United Kingdom. Dove
products are manufactured
in Argentina, Australia, Brazil, Canada, China, German
y, India, Indonesia, Israel, Ireland, Mexico, Netherland
s, Pakistan, Philippines, Poland, South
Africa, Thailand, Turkey and United States.
The products are sold in more than 80 countries and
are offered for both women and men. Dove's logo is a
silhouette profile of the brand's namesake bird.
29. product
Dove makes many skin care products mainly beauty
creams but it also produces deodorants.
Deodorants/antiperspirants- Includes Dove Original
Antiperspirant Deodorant Stick
30. price
Dove has been projected as a premium product in the
market but the company has a well-integrated pricing
strategy for its products that includes keeping its pricing
policy reasonable and affordable but distinctive. Compared
to products of its competitors Dove products are priced a
bit higher but its qualitative products have been a great
help to the brand as it has been able to implement its
pricing policy successfully.
Dove has adopted a value-added pricing policy for all its
products because customers generally relate high price
with qualitative products.
31. place
Dove is an international brand with a global presence.
Its network is spread in various parts of world and
manufacturing of its products takes place in several
countries like the United States, Turkey, Thailand, South
Africa, Philippines, Pakistan etc.
Products are sold in nearly eighty countries with help of
a fine and efficient distribution channel.
It includes manufacturers to retailers to consumers via
general stores, retail stores, convenient stores, discount
stores, supermarkets, malls and hypermarkets.
At least two thousand and five hundred stockists.
32. promotion
Dove has strong brand awareness in the consumer
market and it has been possible because of branding
and advertising.
Advertisements for several products of Dove are aired
on different channels of television and also on radio. It
has also roped in print media to market its products
through ads in newspaper, magazines and billboards.