Dove men care products

1. Dove
4
MEN
Presented By:
Hemant sehrawat-01
Vikrant nagar-24
Vikas tomer-54
Mayank verma-39

2. Current Market Status
 Dove leading brands with 11.54% share.
 Male grooming is now Rs.2500 crore market in India.
 The category promised 21% annual growth.
 It expected to touch Rs.5,220 crores in the next three years.

3. Creative brief-Objective
 Change the feminine image of dove .
 Latest fashion trend among men
 Identify right promotion strategy
 Finding correct target segment
 Strengthening reliability of brand

4. Products
 Dove Face wash for men
 Features- ¼ micro moisturizer, tan remover, black spot remover.
 Dove shampoo for men
 Features- Silky smooth hair with added moisturizer, anti dendruff ,reduces
thinning of hair.

5. Target audience(TA)
 Men- Age (20-50)
 Age mainly consist of:
 Corporate world
 College crowd
 Career beginners
 Youth conscious about their looks-getting noticed by girls
 Upper middle class

6. Consumer insight
 Attraction
 Impression
 Brand value and recognition

7. Brand personality
 Charming
 Smart
 Confident
 Impressive

8. Segmentation

9. Targeting strategy
 Differentiated marketing

10. Positioning
 Attribute
 Micro moisture technology: Clinically proven to fight skin dryness better than
regular men body wash.
 Ultra-light formula deep cleans with purifying grains
 Total skin comfort

11. Marketing Mix
Product
 Products- Shampoo, Face wash
 Variants- Rosemary & watermelon
 Colour- White & Blue
 Quality- Supreme
 Features- micro moisturizer technology in face wash & silky smooth hair for
shampoo, smells good , purifying, designed for men’s hard skin, tan removal.
 Packaging- Sleek, masculine look, dark grey container

12. Pricing
 Captive product pricing
 Holiday bundles
 Package of multi variant face wash and shampoo.
 Premium pricing

13. Place
 Super markets
 Convenience stores
 Ecommerce portals- Flipkart and Amazon

14. Promotion
 Television (TVC)
 Magazines- Maxim and men healthcare magazines
 Rational appeal
 Pull strategy
 Grab interest and demands of men
 Athletes, popular male figures
 Direct marketing

15. Promotion cont.
 Usage of public media
 Talk shows
 Press release on growing trends of men hygiene and wellness products
 Usage of man skin care products