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    Cb-Dove New

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    Nagendraprasad Puppala
    Dove began as a US soap brand in 1955 and is now Unilever's #1 global cleansing brand. It offers products for women and men in over 35 countries, including bar soap, shower gel, deodorant, and shampoo. Through marketing campaigns focusing on "real beauty" and women's self-esteem, Dove has positioned itself in the beauty industry while promoting internal well-being over functional benefits. Dove uses a variety of marketing strategies including television, print media, and digital campaigns to connect with consumers on a personal level and promote its message of widening society's view of beauty.

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    Cb-Dove New

    Uploaded by

    Nagendraprasad Puppala
    71 views27 pages
    Dove began as a US soap brand in 1955 and is now Unilever's #1 global cleansing brand. It offers products for women and men in over 35 countries, including bar soap, shower gel, deodorant, and shampoo. Through marketing campaigns focusing on "real beauty" and women's self-esteem, Dove has positioned itself in the beauty industry while promoting internal well-being over functional benefits. Dove uses a variety of marketing strategies including television, print media, and digital campaigns to connect with consumers on a personal level and promote its message of widening society's view of beauty.

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    CB-DOVE NEW

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    Dove began as a US soap brand in 1955 and is now Unilever's #1 global cleansing brand. It offers products for women and men in over 35 countries, including bar soap, shower gel, deodorant, and shampoo. Through marketing campaigns focusing on "real beauty" and women's self-esteem, Dove has positioned itself in the beauty industry while promoting internal well-being over functional benefits. Dove uses a variety of marketing strategies including television, print media, and digital campaigns to connect with consumers on a personal level and promote its message of widening society's view of beauty.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    71 views27 pages

    Cb-Dove New

    Uploaded by

    Nagendraprasad Puppala
    Dove began as a US soap brand in 1955 and is now Unilever's #1 global cleansing brand. It offers products for women and men in over 35 countries, including bar soap, shower gel, deodorant, and shampoo. Through marketing campaigns focusing on "real beauty" and women's self-esteem, Dove has positioned itself in the beauty industry while promoting internal well-being over functional benefits. Dove uses a variety of marketing strategies including television, print media, and digital campaigns to connect with consumers on a personal level and promote its message of widening society's view of beauty.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 27

    PRESENTED BY GROUP 4

    Dove has grown from a US-only soap bar into one of Unilever's biggest global brands. It is now the world's #1 cleansing brand Type Owner Personal care Unilever 1955

    Introduced women and men.

    The products are sold in more than 35 countries and are offered for both The Dove trademark and brand name is currently owned by Unilever.

    1940s Formula for Dove Bar (Mild Soap) 1950s Refined to original Dove Beauty Bar 1960s Launched in the market

    1970s Popularity Increased as a milder soap


    1980s Leading brand recommended by Physicians 1990s Dove beauty wash successfully launched 1995-2001 Extension of Doves range of products

    Market Share of HUL


    HUL leads overall shampoo market with 48.3% share. Among HUL products Clinic Sunsilk Others -34.2% -10.9% -3.2%

    The premium segment was created and dominated by LOreal

    in order to capture premium segment market HUL introduced


    Dove

    Currently Products include


    During the 1990s, the group began to extend the brand across the complete personal care spectrum, and Dove now encompasses a wide range of products from bar soap to shower gel, and from deodorants to shampoo-conditioners.

    Dove Intense Repair Dove Hair-fall Rescue

    Dove Dandruff Care

    Dove Daily Shine Dove Dryness Care

    Bathing Bar/Body Wash

    Face Wash

    Body Lotion

    Original Silk Dry

    Clear Touch (Anit White Marks)

    Product
    Dove first product beauty bar was launched in 1955 It claim not to dry out the skin the way other soap did Technically the soap came from military research

    Marketing and advertising


    Blend of marketing communication tool-T.V, print media and bill boards. Advertising message: dove soap doesnt dry your skin because it is one quarter cleansing cream Rather than models, It used natural looking women to convey the benefit of the products.

    Outcome
    As a result , dove has positioned it self as being in the beauty industry by focusing on functional benefits as well as successful marketing

    Products
    Hair care : shampoo spray and gel Skincare : soap and moisturizer Deodorants

    Real Beauty and Self esteem campaign


    First appeal to internal needs of consumers. Did not focus on functional benefits, but on need to feel good. Used over sized models, elderly women to convey the message.

    Dove evolution film.


    Shifted from broadcast media to digital media you tube and blogs. film evolution viewed by 3 million visitors in 3 month. Marketing communication gave dove a wide exposure

    Brand Attributes
    The presence of milk lotion in dove acts as a differentiator.

    Benefits
    Dove does not use any harmful chemicals

    Values
    The value is that of True-Beauty

    Product Strategy
    A combination of moisturizer and softness so as to satisfy the
    particular need which was earlier not met. Focused on women(non-models) beautiful in their own way.

    Based on global study on perceptions and attitudes of women


    with regard to personal beauty and well-being. Strong personal ,emotional connection between brand and consumers.

    Pricing Strategy
    With the entry in Indian market in 1995 it was priced at
    Rs.50 NOT SATISFACTORY FOR THE CONSUMERS. People with higher income level did not consider it worth

    buying.
    DOVE then changed its strategy and lowered its price to Rs.28 thereby attracting the upper middle class Indian consumer.

    50 40 30 20 140 120 100 80 Sunsilk Dove Clear 200 150 100 Shampoo 200ml 50 0 Anti Perspirants Axe Dove Rexsona Sure 10 0 Soaps 100gm Lifebuoy Dove Lux Breeze Pears

    60
    40 20 0

    Clinic Plus

    Place Strategy
    The distribution channels used is no different that of HUL
    except Kwality Walls. Competition with home products like- Lux, Pears. Competitive advantage using 1 distribution channel to provide their various products to retailers. More popular in Metropolitan cities.

    Promotion Strategy
    Positioned as REAL BEAUTY and is considered to be good for
    people of all ages. Various promotional awareness :-

    - DOVE Self esteem fund in 2006.


    - AD commercials on TV by doing comparison with other products of same range. REAL beauty campaign in 2008. Promotion with the help of study.

    TELEVISION ADS

    Promotional campaigns
    The various stages used in Dove promotional campaign
    Extensive television and out-door campaign

    Short films (Vignettes)


    Collaboration with Yahoo!

    Dove beautiful hair gallery

    to make more women feel beautiful everyday, by widening todays view of beauty and by inspiring women to take care of themselves Committed to reaching 5 million young women by the end of 2010 To help free ourselves and the next generation from beauty stereotypes. Self-Esteem Fund focuses to
    - Develop and distribute free resources that enable and empower women and girls to embrace a broad definition of beauty.

    Sales of firming lotion in UK rose by 700%

    Sales in the US went up by 11.4%


    Total Sales for the Dove Brand rose 6% No. of visitors to website increased by 200% Grand EFFIE award for advertising effectiveness

    Dove can increase its customer base by informing the customers about product attributes & its benefits.
    Dove helps a woman to celebrate her own inner beauty.

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