Uniliver

Due to the diversification of demands of consumers nowadays, characteristics of products in all categories(hair care, body care and face care) accordingly have been diversified to be distinctive and achieve the needs. For example, "LUX = luxury, sophisticated" and "Mod's Hair = styling, teens." Moreover, some studies prove that consumers tend to have some hair care products and select to use depending on feeling or situation. Considering these issues, it can be seen the trend that toiletry products is shifting into cosmetic products. Since face care and body care products have diversity in characteristics as well as hair care products, we can easily assume that the habit to have some products andchoose to use according to occasion will spread among consumers.

Our strategy is making consumers consider to have Dove as one of products they have to provide "Uruoi" by promoting the "Uruoi" brand image and educating benefits of having some products in all categories to choose proper product to use according to hair condition or situation.

Summery

Theme of Japan competition

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Theme of JAPAN COMPETITIONDove is the brand that provides a consumer with the value of “Uruoi” in hair, face and body care categories. However, some consumers do not use Dove product in all Categories.

Assignment 1. Analyse what factor causes this situation.2. Make a proposal to make consumers think to use Dove in all categories.

Assignment 1

IngredientsBubble

ScentDamage care

Uruoi

0 10 20 30 40 50 60

系列 1

%

Example of diversification in needsFactor to purchase shampoo (ratio)We define that the diversification of

consumer needs is one of the strongest factor that makes the situation; some consumers do not use Dove product in all categories. According to Sophialinks, a consultancy company specialized for Japanese cosmetic market, demands for hair care products have been diversified historically and various types of products have been released to attract consumers. This trend can be seen in every category: hair, face and body care. In figure 1, even “Uruoi” is considered as the most important factor, there is the fact that

from Dentsu Marketing insight

Figure 1

that some people prefer other factors more. In conclusion, due to the diversity in demands, some people think to purchase other products.

Dove product analysis

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Hair care Face care Body care

SWOT Analysis

Core competence

・ Diversification of consumer preference・ Possibility of multiple use in toiletry product

・ Competitive Prices ・ Brand recognition and widespread distribution・” Uruoi & Natural scent”

・ Increased Competition・ Non-silicon product trend

Strength Weakness

Opportunity Threat

ダヴの製品に共通する強みはうるおいとナチュラルな香りである。ボディケア製品においては、Go flesh というシリーズが香りに特化している。

Market & Consumer analysis

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Toiletry to Cosmetic Assignment 2Make a proposal to make consumers think to use Dove in all categories

　 Considering all analyses, we determined a proposal to achieve the goal. "Happiness in bath time" According to Dove's research, even approximately 60 % of women would like to enrich their bath time, most of them do not come up with any idea. Our proposal provides a woman with more satisfaction in bath time. 　 Nowadays, consumers have various preferences on for toiletry products. We are planning to promote the benefits of possession of a plurality of products and make Dove as one of products that they have to provide “Uruoi” in every category. This can achieve various needs of women. What is more, by focusing on impulse buying, customer satisfaction tend to be higher. Through these 2 points, we can satisfy women.

In toiletry market, various kinds of products that have different features have been produced to meet the diversifying consumer demands.

・ Examples of diversified consumer needsUruoi, Clarifying, Voluminzing, Damage caring, Natural ingredients, Bubble, Price, Design and more.

In hair care category, a trend can be seen that consumers have various products to choose the most suitable one for a day according to his or her feeling, hair condition or situation. Furthermore, in both of face and body care categories, people also tend to have products just for them, not sharing with family. It can be said that feature of both toiletry products and its market is shifting into like-cosmetic. LUSH and BODY SHOP are given as noticeable examples of that trend.

Dove x Happiness

“Unplanned Buying( impu≒ ｌ se buying)” is the noticeable consumer behavior, and it is one without any plan to buy it before visiting store, and deciding to buy impulsively in the store. Particularly, this is noticeable in the super market. In the research from Distribution Economics Institute, about 76% of product in supermarket is purchased in unplanned buying.

Hypothesis - Impulse Buying

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① What’s Impulse Buying?

What we need in our sales strategy is Impulse Buying, because:　　　①　 Necessity to make customer to buy additional product.　　　②　 The price of DOVE is proper for Impulse buying.　　　③　 More women behave Impulse buying than men.　　　④　 Tendency to be higher customer satisfaction.

②Women>MenThe frequency of impulse buying

The feeling after using product buying in Impulse buying.

④Enhancing customer satisfaction (Happiness)

③Price Inducing price of impulse buying.

Proposal – Hair Care genre

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Adding free sample to other brand offered by Unilever.

Adding free sample of DOVE shampoo or treatment for 1-2day use to LUX products.

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Selling and promoting DOVE products in Mod’s Hair Salon

Hair dressers in Mod’s Hair are giving some advice to use multiple hair care product, and introduce the core value of DOVE ”Uruoi” “Natural Scent”. Consumer can purchase there, if not take some free sample

Consumer Education of “Multiple Use” depending on their feeling or situation. Enhancing realization of “Uruoi” “Natural scent” to be selected as one of multiple uses

Main Purposes

Proposal – Face Care genre

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Main Purposes Consumer Education of “Multiple Use” depending on their feeling or situation. Enhancing realization of “Uruoi” “Natural scent” to be selected as one of multiple uses

「 Zenshin-Uruou 」 DOVE MOISTURE COLLECTION

Releasing the collection for one of the multiple uses in DRY day to protect skin. Combining the downsized body soap and face washing foam.

Proposal – Body Care genre

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Main Purposes Consumer Education of “Multiple Use” depending on their feeling or situation. Enhancing realization of “Uruoi” “Natural scent” “Various Scent”to be selected as one

of multiple uses. *Only in body care product, DOVE offers product with various scent.

Adding free sample to other brand offered by Unilever.

Adding free sample of DOVE body soap or treatment for 1-2day use to LUX products.

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「 Hibi wo irodoru 」 DOVE FREGRANCE COLLECTION

Releasing the combined collection of body soap which have various fragrances, and each products are downsized so that consumer can enjoy some kind of scent by multiple use.

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