Analysis of the dove shampoos brand extension

1. From Soaps to Shampoos
Journey of Brand Dove

2. Expected to
reach INR170
billion by
2018
Grew by 14%
in 2014 to
reach INR
154.7 billion
CAGR of
16.13% from
2009-13
Hair Care Category in India
30,061.10
32,389.70
36,726.90
41,476.10
46,799.80
2009 2010 2011 2012 2013
Shampoo Segment (INR million)
CAGR of 12.06% between 2009-2013
HIGHLY FRAGMENTED MARKET
Dove had a market share of 4.4% in 2014
SHAMPOO
SEGMENT
CONSTITUTED 35%
OF HAIR CARE IN
2013
Shampoo segment’s
contribution to hair care
in 2014 (value wise)
Source: Euromonitor
Source: Euromonitor

3. Hair Care Market (retail % split by manufacturer)
Hindustan Unilever Ltd Dabur India Ltd
Marico Ltd L'Oréal India Pvt Ltd
Procter & Gamble Home Products Ltd Godrej Consumer Products Ltd
Emami Ltd Hygienic Research Institute
CavinKare Pvt Ltd Bajaj Consumer Care Ltd
Dey's Medical Stores Mfg Ltd Amway India Enterprises Pvt Ltd
ITC Ltd Wella India Haircosmetics Pvt Ltd
Henkel India Ltd Himalaya Drug Co, The
Others
About the Manufacturer
Source: Euromonitor
Source: Company Annual Report

4. The Brand
Source: Company Website

5. Skin Care
Soaps, Body Wash,
Face Wash, Lotions
Hair Care
Shampoos,
Conditioners, Hair Oil
Anti-Perspirants
Deodorants
Portfolio
Source: www.dove.in

6. 18.8
17.5 17.3 16.6
3.4 3.7 4.1 4.3
0
5
10
15
20
2010 2011 2012 2013
Share in Hair Care: % Value (2010-2013)
Hindustan Unilever Ltd Dove
The Brand Extension
Currently the fastest growing shampoo brand in India
Source: Euromonitor
Category Extension into Shampoos in 2007

7. The Marketing Mix

8. Product
Premium shampoo range offering 5 variants with different benefits
Dryness Care
Nourishing Oil CareSplit end Rescue
Dandruff Care Hair fall Rescue
With one-quarter moisturizing milk

9. Price
180ml for Rs. 155
340ml for Rs. 279
All variants line-priced
Competitors’ Price Analysis
170ml for Rs. 155180ml for Rs. 125 175ml for Rs. 145
175ml for Rs. 120
3 SKUs: 180ml, 340ml, 650ml
650ml for Rs. 410
180ml for Rs. 155 175ml for Rs. 135
Premium pricing as compared to most competitors
P&G’s Head & Shoulders closest competitor with market
share of 4.1%
H&S more expensive than Dove

10. Place
Modern Trade Outlets Chemists & Pharmacies
General Trade Stores Online retailers
Tier 1
&
Tier 2 cities

11. Promotion
Dove’s umbrella campaign across categories
Make more women feel beautiful everyday

12. Promotion
Dove Shampoos
Television commercials
Price-off promotionsSocial media engagement
YouTube ads
Comparative marketing: Hoardings
Online marketing
Ordinary “Real” women featured in all forms of advertisements: No celebrity brand endorsement

13. Competitor’s Promotion

14. Dove Television Commercial
https://www.youtube.com/watch?v=Y0wIen0ALuE

15. Analysis of the Television Commercial

16. STP
Analysis

17. Segmentation DEMOGRAPHIC GEOGRAPHIC BEHAVIORAL
Targeting
Positioning One-fourth moisturizing milk , Zero Damage
Dove shampoos repair damaged hair
Experiment with your hair without worrying about hair damage

18. Positioning
PERCEPTUAL MAP
PRICE
DAMAGED HAIR REPAIR
Relief from Hair fall
Dandruff care
Soft, smooth hair
1/4th Moisturizing milk
Repairs damaged hair
POD
POP
Low
Low
High
High

19. Summary

20. References

21. Thank You