about the company dove
TRANSCRIPT
![Page 1: About the company Dove](https://reader034.vdocuments.mx/reader034/viewer/2022051405/58eebc6f1a28ab1c108b45e1/html5/thumbnails/1.jpg)
DOVE
![Page 2: About the company Dove](https://reader034.vdocuments.mx/reader034/viewer/2022051405/58eebc6f1a28ab1c108b45e1/html5/thumbnails/2.jpg)
Dove is owned by Unilever
Created in 1957
Products sold in more than 35 countries
Marketer in the year 2004
Most trusted brand in India in 2011
EVERYDAY MOSITURE IS THE KEY TO
BEAUTIFUL SKIN
![Page 3: About the company Dove](https://reader034.vdocuments.mx/reader034/viewer/2022051405/58eebc6f1a28ab1c108b45e1/html5/thumbnails/3.jpg)
SWOT
ANALYSIS
![Page 4: About the company Dove](https://reader034.vdocuments.mx/reader034/viewer/2022051405/58eebc6f1a28ab1c108b45e1/html5/thumbnails/4.jpg)
STRENGHTS
Strong media presence
Commitment to quality
High market share
International brand recognition
Established brand recognition
UPS- Deep moisturizing for dry skin
![Page 5: About the company Dove](https://reader034.vdocuments.mx/reader034/viewer/2022051405/58eebc6f1a28ab1c108b45e1/html5/thumbnails/5.jpg)
WEAKNESSES
Strong competition
High price
Low market share in deodorant category
Targets only female segment
![Page 6: About the company Dove](https://reader034.vdocuments.mx/reader034/viewer/2022051405/58eebc6f1a28ab1c108b45e1/html5/thumbnails/6.jpg)
OPPORTUNITIES
Can target male audiences equally
Continuous innovations
Maintain better standards of quality
Should establish products for rural penetration
Eco-friendly and organic range
![Page 7: About the company Dove](https://reader034.vdocuments.mx/reader034/viewer/2022051405/58eebc6f1a28ab1c108b45e1/html5/thumbnails/7.jpg)
THREATS
Availability of cheap substitutes
Large competitors with similar product line
Eg: Vivel soft touch
Popular only in metropolitan cities
Only for higher income group
Low market share for deodorant, especially
amongst men
![Page 8: About the company Dove](https://reader034.vdocuments.mx/reader034/viewer/2022051405/58eebc6f1a28ab1c108b45e1/html5/thumbnails/8.jpg)
Market segmentation
Dove segments the market on the basis of
Demographic
Psychographic
Geographic
Behavioural
![Page 9: About the company Dove](https://reader034.vdocuments.mx/reader034/viewer/2022051405/58eebc6f1a28ab1c108b45e1/html5/thumbnails/9.jpg)
GEOGRAPHIC
World wide
Urban areas
![Page 10: About the company Dove](https://reader034.vdocuments.mx/reader034/viewer/2022051405/58eebc6f1a28ab1c108b45e1/html5/thumbnails/10.jpg)
DEMOGRAPHIC
AGE-15-55
GENDER-female
FAMILY SIZE-nuclear or joint family
OCCUPATION-college going girls,
working women,
housewives
![Page 11: About the company Dove](https://reader034.vdocuments.mx/reader034/viewer/2022051405/58eebc6f1a28ab1c108b45e1/html5/thumbnails/11.jpg)
PSYCHOGRAPHIC
LIFESTYLE-comfortable
SOCIAL CLASS-middle class and upper middle class
ACTIVITY-for nourishment
INTERESTS- soft and smooth skin
OPINIONS- raise spirits of status
ATTITUDE-positive
![Page 12: About the company Dove](https://reader034.vdocuments.mx/reader034/viewer/2022051405/58eebc6f1a28ab1c108b45e1/html5/thumbnails/12.jpg)
BEHAVIOURIAL
DEGREE OF LOYALTY-high loyalty is been found
BENEFIT SOUGHT-for nourishment
USAGE STATUS-high user status
BUYER READINESS STAGE- persuading
USAGE- skin softening
![Page 13: About the company Dove](https://reader034.vdocuments.mx/reader034/viewer/2022051405/58eebc6f1a28ab1c108b45e1/html5/thumbnails/13.jpg)
TARGETING
Working women targeted as they have less time to
take care of their skin
Targeted on higher income groups
AGE GROUP-15- 55
![Page 14: About the company Dove](https://reader034.vdocuments.mx/reader034/viewer/2022051405/58eebc6f1a28ab1c108b45e1/html5/thumbnails/14.jpg)
POSTIONING
Personal care beauty product
Moisturizing content differentiate itself from
competitors.
Moisturizing products
PLC- currently at its growth stage
Priced at premium
![Page 15: About the company Dove](https://reader034.vdocuments.mx/reader034/viewer/2022051405/58eebc6f1a28ab1c108b45e1/html5/thumbnails/15.jpg)
COMPETITERS1. Olay (Procter and gamble)
2. Neutrogena (Johnson and Johnson's)
3. Bergdorf's (nivea)
![Page 16: About the company Dove](https://reader034.vdocuments.mx/reader034/viewer/2022051405/58eebc6f1a28ab1c108b45e1/html5/thumbnails/16.jpg)
MARKET POSITIONING
#1 Personal cleansing product
#2 Dermatologist recommended brand in the US
#3 Point of differentiation- moisturizer and PH=0
![Page 17: About the company Dove](https://reader034.vdocuments.mx/reader034/viewer/2022051405/58eebc6f1a28ab1c108b45e1/html5/thumbnails/17.jpg)
MARKETING MIX :4Ps
![Page 18: About the company Dove](https://reader034.vdocuments.mx/reader034/viewer/2022051405/58eebc6f1a28ab1c108b45e1/html5/thumbnails/18.jpg)
PRODUCT• Personal care beauty product
• Moisturizing content differentiate itself from
competitors.
• Moisturizing bar and shampoo.
• Currently at its growth stage
• Priced at premium
![Page 19: About the company Dove](https://reader034.vdocuments.mx/reader034/viewer/2022051405/58eebc6f1a28ab1c108b45e1/html5/thumbnails/19.jpg)
PLACE
Manufactured globally
Indirect marketing channel
Manufacturer retail consumer
Sold in hyper markets, super markets, pharmacies
![Page 20: About the company Dove](https://reader034.vdocuments.mx/reader034/viewer/2022051405/58eebc6f1a28ab1c108b45e1/html5/thumbnails/20.jpg)
![Page 21: About the company Dove](https://reader034.vdocuments.mx/reader034/viewer/2022051405/58eebc6f1a28ab1c108b45e1/html5/thumbnails/21.jpg)
PROMOTION TV
Print ads
Public relations-campaigns
Focused more on “real beauty”
![Page 22: About the company Dove](https://reader034.vdocuments.mx/reader034/viewer/2022051405/58eebc6f1a28ab1c108b45e1/html5/thumbnails/22.jpg)
PRICE
Competition based pricing
Dove cream beauty bathing bar- Rs.46
Dove body lotion – Rs. 120
Dove shampoo – Rs. 124
![Page 23: About the company Dove](https://reader034.vdocuments.mx/reader034/viewer/2022051405/58eebc6f1a28ab1c108b45e1/html5/thumbnails/23.jpg)
MEDIA BRIEF BRAND- DOVE
COMPETITION – Nivea, Olay , Vivel , Neutrogena
MEDIA VEHICLES- newspaper, magazines , television,
billboards, digital media
Media tools – facebook , twitter , instagram
![Page 24: About the company Dove](https://reader034.vdocuments.mx/reader034/viewer/2022051405/58eebc6f1a28ab1c108b45e1/html5/thumbnails/24.jpg)
I
REGIONALITY
Worldwide
SEASONALITY
Introduces series of product for different seasons
![Page 25: About the company Dove](https://reader034.vdocuments.mx/reader034/viewer/2022051405/58eebc6f1a28ab1c108b45e1/html5/thumbnails/25.jpg)
MARKETING OBJECTIVES Increase sales of dove beauty products
Attract national TV and print media coverage
To create product awareness and to attract
customers towards the product
Satisfy the needs of customers which were earlier
not met.
![Page 26: About the company Dove](https://reader034.vdocuments.mx/reader034/viewer/2022051405/58eebc6f1a28ab1c108b45e1/html5/thumbnails/26.jpg)
COMMUNICATION GOALS To create awareness among girls and women that
age doesn’t define your beauty
Imparting knowledge among females
Building self-esteem and confidence among
working women and college goers
To increase sales
![Page 27: About the company Dove](https://reader034.vdocuments.mx/reader034/viewer/2022051405/58eebc6f1a28ab1c108b45e1/html5/thumbnails/27.jpg)
CREATIVE BRIEF Our strategy was to aware that inner beauty is the
real beauty among working women and college
girls
For this we have initiated “DOVE SELFIE AD
CAMPAIGN”.
Under which the females clicked selfies and
shared with us during that online campaign
![Page 28: About the company Dove](https://reader034.vdocuments.mx/reader034/viewer/2022051405/58eebc6f1a28ab1c108b45e1/html5/thumbnails/28.jpg)
ADVERTISING CAMPAIGN
PURPOSE-Building positive self-esteem and
inspiring all women and girls to reach their full
potential
![Page 29: About the company Dove](https://reader034.vdocuments.mx/reader034/viewer/2022051405/58eebc6f1a28ab1c108b45e1/html5/thumbnails/29.jpg)
Through our print ads we wanted to communicate:
#BEAUTY IS YOU
#DOVE MAKES YOU AND YOUR HAIR BEAUTIFUL
#WRAP YOUR BODY IN 24 HOUR MOISTURE
#BE YOUR KIND OF BEAUTIFUL
![Page 30: About the company Dove](https://reader034.vdocuments.mx/reader034/viewer/2022051405/58eebc6f1a28ab1c108b45e1/html5/thumbnails/30.jpg)
Any Questions?
![Page 31: About the company Dove](https://reader034.vdocuments.mx/reader034/viewer/2022051405/58eebc6f1a28ab1c108b45e1/html5/thumbnails/31.jpg)
![Page 32: About the company Dove](https://reader034.vdocuments.mx/reader034/viewer/2022051405/58eebc6f1a28ab1c108b45e1/html5/thumbnails/32.jpg)
THANK-YOU