dove deodorants brand management submission sec a
TRANSCRIPT
1940
Formula for Dove Bar (Mild Soap)
1950
Refined to original Dove
Beauty Bar
1960
Launched in
the market
1998 - 2002
Extension of Dove’s range of products – deodorants & hair
care products
Brand Extension Review
Manufacturer
Category Extension
Parent Brand
Company Unilever
Dove Deodorants
Hindustan Unilever Ltd.
Brand Extension Review
Category growth by value
2012 - 35%
2013 - 28%
86.8
13.2
Market Distribution 2014
Urban Rural
70
30
Men Women
working class men and use of men’s deodorants by women due to its strong smell
no-gas and antiperspirant
Brand
• Brand expert on Hygiene & skin care
Attributes
• Soft skin
• 1/4th moisturing cream
• Silk feeling
Positioning
• Protection + Hydration
• Celebrates ‘Real women’
under-arm whitening or antiperspirant ¼ th moisturizing cream
Sales trend of deodorants by Category – 2013 -2018
Competitor Analysis by % Value
Dove’s share is declining over the
years
Sprays account for over 99.2 % of overall
category sales
Average unit price of deodorant sprays
increases by 9% and roll-ons by 2% in 2013
S.No. Top 5 brands for Women
1 Dove
2 Nivea
3 Secret Temptation
4 Jovan
5 Spinz
S.No. Top 5 brands for Men
1 Fogg
2 Park Avenue
3 Axe
4 Wildstone
5 Nivea
Top 5 Market Players
Products
Existing New
Exis
tin
g N
ew
Mar
kets
Market Penetration
Market Development
Diversification
Product Development
THE EXTENSION
STP
LIFESTYLE – Highly social PERSONALITY – Everyday women who display real beauty
LOCALITY – Semi Urban, Urban
•AGE - beyond 20 years (Real women concept) •GENDER – Females •INCOME – High income group & upper middle class
OCCASION -Everyday BENEFITS – Functional (Tender care for skin & 24-hr protection) USER STATUS – Regular User USAGE RATE - Medium
BEHAVIOURAL DEMOGRAPHIC GEOGRAPHIC PSYCHOGRAPHIC
Target Group : Females > 20 years High brand loyalty; Inclined towards long
lasting fragrance
Dove is positioned as an anti - perspirant
CLEAR TOUCH
SILK DRY
Launched in India in Feb 2013
Build confidence & a
feel-good feeling!
Product
DOVE WHITENING
Features
Anti perspirant No white mark on clothes No dark underarms Light fresh fragrance 1/4th misturing cream
Variety
Dove Original Dove Silk Dry Dove Go Fresh Dove Clear Touch
Place & Pricing
Product available in Tier I,II & III cities using HUL’s location & distribution network Online availability - Leverage urban e-commerce retailers including, Nayka, BigBasket etc Small retailers in Tier III & II cities sell it as an Over the counter product Malls, Super market & Hypermarket – Eye level shelf space use Strong marketing logistic network
Rs. 185 for 100 ml Economically priced wrt competition Ideal price point for the target group All variants are in the range of +/- 20 Cheaper wrt designer deodorants
Promotion
Brand theme – All day long freshness & even toned
underarms Media – Print, newspaer,
Magazines, Billboards, Kiosks, Digital media,
Internet ads
Integrated communication strategy
Promotional Strategy –
Real beauty Campaign, Self esteem fund etc
DOVE WHITENING
PoD - Bid goodbye to dark underarms
CLEAR TOUCH
PoD - Fights odour and reduces white marks on skin & clothes
PoD - Leaves the skin soft as silk and fresh, all day long.
SILK DRY
PoPs & PoDs
COMPETITIVE FRAME OF REFERNCE Perfumed deodorant spray Premium Quality Light Fragrance s Economic Pricing POINTS OF PARITY Standard quantity for SKU Value for money Freshness Leak free sturdy cap spray
POINTS OF DIFFERNCE – ‘Whitening Deodorant’
Whitening deodorant
Masculine Scemt
PERCEPTUAL MAP
Anti perspirant
24 hr protection
Stro
ng
Frag
ran
ce
Ligh
t fr
agra
nce
Brand Ladder
Builds confidence & the feeling of being
‘unique’
24 hr protection from sweat & odour; softer, smoother underarms.
1/4th moisturizing cream; tender care for
delicate skin
Attribute
Functional Value
Emotional Value
Core Value
Women feel beautiful
by using dove deodorant.
• http://articles.economictimes.indiatimes.com/2013-06-05/news/39764666_1_dove-premium-brands
• http://m.moneycontrol.com/news/resultsbrokerage-conference-call/hul-launches-dove-rangedeodorantsq4_382344.html
• http://www.livemint.com/Companies/Fv5l7U1xlTUR3TXq3mftlJ/HUL-to-set-up-deodorant-plant-in-India.html
• http://www.slideshare.net/geetahansdah/industry-26859177 • http://www.slideshare.net/Flgnsngh3/deodorant-industry-in-
india141105fs • Euromonitor - Deodorants in India, Category Briefing; HUL in
Beauty and Personal Care • HUL Corporate website 1. Annual Reports 2. Investor Relations Document
References