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M A R K E T I N G

B L O G :

U N M A N A

B A R K A K A TI

DOVE
SESSION 19:
HOLISTIC MARKETING

HOLISTIC MARKETING IS A TERM


USED TO DESCRIBE A STRATEGY THAT ENABLES YOU TO LOOK AT
THE MARKETING EFFORTS AS A WHOLE, WHICH IN TURN HELPS
YOU DEVELOP AN OVERALL OR HOLISTIC MARKETING PLAN.
Advantages of holistic marketing:

Professional Image
Creates goodwill
Differentiates from competitors
creates right environment for success
motivates support

This concept is based on development, design and implementation of


marketing programs, processes, and activities that recognize their breadth
and inter dependencies. Holistic marketing recognizes that everything
matters with marketing and that a broad, integrated perspective is
necessary to attain the best solution.
Dove provide a flexible and holistic approach to care. Each plan is tailored to
the needs and wishes of the individual client.
Dove holistic approach include:
Assist in running of the household

Preparation of meals

Personal care

Medication assistance

Companionship

Shopping for or with the client

Escorting to any social events

Accompanying on holidays either in the UK or abroad

In a way Dove also make use of various methods of Holistic Marketing such
as Personalization in which they reach out to the customers in mass and
make sure that no two costumers are same, with the help of internet they
have captured the mass and have discovered a new marketing strategy.
Integrating marketing in a way have integrated many marketing activists
which has resulted a win situation for different customers as well as for the
company, because dove has always believe in The whole is greater than the
sum of the parts. Through Internalization marketing they have understood
the importance of each and every customer and so it becomes very
important to describe the actual product to customer in the language they
understand, to motivate customer to stick to the same brand by giving good
offers and making them understand how are they important to the company.
October 3, 2013Leave a comment

SESSION 18:
SEGMENTATION,TARGETING
,PROMOTION
TARGETING
The main target market is upper middle class and premium class people
(higher social economic group. It targets the Indian young women and
focuses on real beauty of women widening the stereotype view of
beauty. The targeting strategy can be presented as division of three aspects:
Age, Sex and Lifestyle. The age group segment of 17-50 years old women,
who are socially active with or without job and belong to premium section of
society.
POSITIONING

Point of Parity :
The POP stand up against the advantage of Pods of competitiveness thus
build a strong consumer base for the product. The Pops of Dove Shampoo
are
Available in different size
Available for different hair type
Almost at the same price
Focuses on Indian hair problem
Point of Difference :
Three times stronger,smoother and softer hair.
Focuses one emotional selling proposition
Its not just a shampoo its a therapy that repairs your hair & enhances real
beauty in you.
It does not use celebrity rather makes regular women to be its super
model.
SEGMENTATION
Market segmenting is dividing the market into groups of individual markets
with similar wants or needs that a company divides into distinct groups
which have distinct needs, wants , behavior or which might want different
products and services.

October 1, 2013Leave a comment

SESSION 16 & 17:


ORGANIZATIONAL
BUYING BEHAVIOUR
Organization buying is the decision-making process by which formal
organizations establish the need for purchased products and services and
identify, evaluate, and choose among alternative brands and suppliers There
are three buying situation :

New Task
Modified Rebuy
Straight Rebuy

Buying Decision Approaches


Casual Approaches It involves no information search or analysis. Dove did
not apply this approach as it had done research regarding what the people
demand and what are their needs. On basis of that they launched their
product Dove shampoo which had one of most distinguishing factor and that
was moisturizing.
ROutine Low Priority Decisions are more important and involve a
moderate amount of analysis. Dove had done research regarding its product
and had involved a much amount of analysis.

There are many forces that influences the organizational buying behavior.
Dove shampoo had to take into consideration many factors because they
were going to launch a new product which was somewhat an brand
extension for their company. Thus all such factors which were important were
taken into consideration while launching their new product.
September 28, 2013Leave a comment

SESSION 15:
CONSUMER BEHAVIOUR
KEY PSYCHOLOGICAL PROCESSES:

Motivation: Some needs are BIOGENIC, for example hunger, thirst and
discomfort whereas others are PSYCHOGENIC such as need for recognition,
esteem or belonging.
Perception: Perceptions affect consumers actual behaviour. It is the way by
which consumers select, organize and interpret information inputs to create
a meaningful picture of the world.
Learning: It induces changes in our behaviour arising from experience.
Memory: All the information and experiences encountered ends up in the
consumers long term or short term memory. The marketing of a product
should be such that it creates the right brand knowledge structures and
maintain them in memory.
September 27, 2013Leave a comment

SESSION 14:
SALES MANAGEMENT
Sales management is about leading the people and process your
company uses to sell prospects and service customers.
Responsibilities include:

Building the right sales strategy

Hiring the right team

Creating the right compensation plans, territories and quotas

Setting the right projections

Motivating your team

Tracking revenue against goals

Resolving conflicts

Training and coaching sales reps

Managing processes

Getting the sale!


DOVE SALES MANAGEMENT TEAM USES SWAT ANALYSIS AS THEIR
TECHNIQUE TO HAVE AN EFFECTIVE SALES.

Strengths

Product quality and product variety:


Dove offers seven varieties of shampoos that cater to various hair problems
which Indian women face. The new technologies researched by Dove(micro
serum and fiber actives) nourish hair and provide extra care to damaged
hair. Dove has now transformed into a Therapy for hair. The prices of dove
shampoos are at par to the other shampoo brands like Pantene, Head
&Shoulders and LOreal. This had lead to higher volume sales for the
company.
Weakness:

Feedback available on internet forums


Some of the product feedback on internet forums claim that dove

leaves the hair oily after wash and the serum in shampoo does not get
washed from hair which makes the hair brittle.
Opportunity:

Growing market opportunities:

From the available data the middle class population has increased from
18% in 1995 to 41% of total population in 2005. This is expected to
further grow till 43% of total population in 2015. The emerging strength
of middle class in India also shows an expected growth in the market
potential for shampoo industry.
Expansion opportunities:

Shampoos for colored hair from LOreal and Garnier Fructis are available
in the market. But, no such shampoo is offered by Dove. Dove can utilize
its brand image to launch a shampoo for colored hair.
High product adoption ratio:

Within 15 months of its launch Dove had become the fastest growing
shampoo brand in the country. Majority of the women, who tried Dove,
appreciated the product. So, Dove should try to attract more first time
users. One of these attempts is the dove samples available on
Cheap free.com.
Threat:

Intense Competition from other brands:


The shampoo industry is highly competitive. Pantene, Head and
Shoulders and LOreal are the prime competitors for Dove shampoo.
Dove had already faced the situation of price-wars with Pantene in 2004.
Sharing potential market with herbal shampoos:
Indian shampoo users still feel that shampoos contain chemicals that
damage hair. So, herbal shampoo brand like Vatika, Nyle and Himalaya
are preferred in comparison with normal.

September 25, 2013Leave a comment

SESSION 13:
DISTRIBUTION DECISIONS
For Dove, HUL has 2.8mn distinct outlet with directly servicing 1 million
stores and 7000 stockists and distributers. It is more popular in Metropolitan
cities. Distribution channels HULs products, are distributed through a
network of 2500 redistribution stockists covering around one million retail
outlets.

The general trade comprises grocery stores, chemists, wholesale, kiosks and
general stores.
HUL provide tailor made services to each of its channel partners. 2,000
suppliers and2000 distributors serve HULs 37 factories reaching 6.3 million
outlets.
Based on the factors like the investment capacity, number of retail stores
covered, appropriate Sales force, infrastructure etc., the stockists are
evaluated and are selected by the company. Companys policy is to work in
advance payment mode. This is to ensure that the there is no delay in
fulfilling the demand of the consumers and sufficient stocks are available to
cover the entire range and categories of Dove shampoos.
September 25, 2013Leave a comment

SESSION 10,11 & 12: IMC,


ATL, BTL
IF IMC WAS TO BE DIVIDED INTO 2 PARTS THEN ON THE LEFT WILL BE THE
ATL STRATEGIES AND ON THE RIGHT WILL BE BTL STRATEGIES.
(ATL)Above the line promotion involves use of mass advertising to reach the
audience like t.v, print, OOH etc.
(BTL)Below the line promotion involves direct marketing and interactive
marketing strategies such as emails, tele-marketing, websites etc.
Dove brand has always been very particular about their promotions
be it ATL or BTL.
In 2008 mission of DOVE changed from increasing sales among beautiful
women to concentrating overall age women without any categorization on
the basis of looks. Its mission now stated to make women feel more
beautiful every day by challenging todays stereotypical view of beauty and
inspiring women to take care of them.
The stage in PLC is augmented product stage where this product has come
up with sensitive augmented benefits like-damage therapy for hair and
intense therapy for hair care.
Message is executed by various advertisement strategies that no more
included slim models but the actual users-beautiful and average looking
woman. It launched Dove Campaign for Real Beauty(CFRB) as its
advertising campaign.

The Campaign for Real Beauty exceeded company expectations; global sales
surpassed the $1 billion mark in 2004. The reason for its success was that it
empowered women to believe in their own beauty. Through research, Dove
uncovered that there is a pent-up demand for a company to understand and
acknowledge what women all over the world were feeling. And it recognized
there is no stronger way to build an intimate connection with a woman than
to see into her real self, know her secret thoughts, show that you
understand, and tell her that you love her anyway. And thats exactly what
Dove did with the Campaign for Real Beauty.

Its latest promotional strategy is also on similar lines- Pro-Age advertising to


Prime Time Women. The name itselfPro Ageis a wonderful touch to all
of those anti-wrinkle creams and age-defying potions that trade on the

negative stereotypes of aging. Pro-Age reflects the PrimeTime Womans


confidence and comfort in being just who she is.

Dove is successful largely due to its unique and impressive promotional


campaigns. The main strategy was shifted from concentrating over the
product to concentrating over the target customers- women of all ages and
size. The message to be spread among them was each woman beautiful,
irrespective of her age or size.
Being a premium brand Dove has never been using samples or coupons as
its promotional strategy It position itself as a urban class brand amongst HUL
haircare brands. It formely targets working class and upper class women.
Thus providing a cash refund offers or price pack or samples can harm its
standard and image in minds of customer.
September 22, 2013Leave a comment

SESSION 9:
PRICING DECISIONS
What is Pricing Strategy?
Determining how the products of a brand will be priced is critical to ensure
customers will continue to buy from the company. To understand how to price
products or services it is important for the brand to understand the perceived
value of those products/services provided to the end buyer. It also important
to understand the market position of the brand and competitive products to
set a price that will attract the attention of potential customers. The selling
price adopted by a company for its products directly affects the profitability
and eventually the viability of the company.
Setting the price for a product is very important. The following
things should be kept in mind by when setting the price:
Step 1: Objective
Step 2: Determine demand
Step 3: Estimating Costs
Step 4: Analyzing competitors costs, prices and offers
Step 5: Selecting a Pricing Method
Step 6: Selecting the final price
Dove took utmost care while setting the prices.The objective for Dove was to
maximize market share and it couldnt do so through market penetration, i.e.
by keeping the prices low since it positioned itself as a premium product.
Therefore, it came into the market with a high price in the very beginning.

Since, there were many shampoo brands already in the market, the price of
Dove shampoo being high as compared to others did have a negative
consequence and for a long time there were not many takers. However, the
success of dove soap was what attracted many consumers towards trying
out dove shampoo as well and this helped in increasing sales despite a
relatively high price. Dove, therefore, hasnt brought down its prices to a
large extent owing to its loyal consumers except very slightly now and then.
Thus, Dove has had its price set on the basis of perceived value since it is
aware of its customer base.
September 14, 2013Leave a comment

SESSION 8: BRANDING
A brand is a product with unique character, for instance in design or image.
It is consistent and well recognized.
The advantages of having a strong brand are that it:
Inspires customer loyalty leading to repeat sales and word-of mouth
recommendation
The brand owner can usually charge higher prices, especially if the brand is
the market leader
Retailers or service sellers want to stock top selling brands. With
limited shelf space it is more likely the top brands will be on the shelf than
less well-known brands
The brand does not spend a lot of time in promoting its corporate brand to
general market. The brands under it have different target markets and this
diversification or segmentation is the strongest point of marketing. Thus
Dove is able to clearly focus on its target markets.
The strength of a brand can be exploited by a business to develop new
products. This is known as brand extension a product with some of the
brands s characteristics.
Examples include Dove soap and Dove Shampoo (both contain moisturizer)

The logo on a product is an important part of the product. A logo is a symbol


or picture that represents the business. It is important because it is easy to
recognize, establishes brand loyaltyand can create a favorable image.

The logo of Dove is a


perfect representation ofSoftness
Gentleness
Sophistication
The image of Dove or peace pigeon symbolizes the purity and softness of
Dove in its products.
September 14, 2013Leave a comment

SESSION 7: SERVICES AND


SERVICE MARKETING
What is Services marketing?

It is a sub field of marketing, which can be split into the two main areas of
GOODS MARKETING (which includes the marketing of fast moving consumer
goods (FMCG) and durables) and SERVICES MARKETING.
Services marketing typically refers to both business to consumer (B2C) and
business to business (B2B) services, and includes marketing of services like
telecommunications services, financial services, all types of hospitality
services, car rental services, air travel, health care services and professional
services.
The range of approaches and expressions of a marketing idea developed
with the hope that it be effective in conveying the ideas to the diverse
population of people who receive it.
Services are economic activities offered by one party to another. Often timebased, performances bring about desired results to recipients, objects, or
other assets for which purchasers have responsibility. In exchange for
money, time, and effort, service customers expect value from access to
goods, labor, professional skills, facilities, networks, and systems; but they
do not normally take ownership of any of the physical elements involved.
Services of Dove (Shampoo):1. Pre purchase services:- This include accepting telephone and mail
order, advertising, window and interior display, fitting rooms, shopping
hours, fashion shows, and trade-ins.
2. Post purchase services: This includes shipping and delivery, gift
vouchers, adjustments and returns.
3. Ancillary services:- This includes general information of the shampoo,
repairing if the product is faulted, and free samples
They also provide services as follows:
Intangible services:-These are the services which are not physically seen
for example mailing and giving feedback, and complaining about a particular
product.

Inseparable:- These are services which are provided by dove employees


directly through a door to door bases or on a telephonic call, where a
customer can directly contact to the technical team and can solve their
problem in seconds, which gives a better customer satisfaction.
Variability:- Dove in particular have a training professionals which take care
of the customers complain and revert back in seconds with a solution and
also note complains which always helps in improving the upcoming products.
Perishibility: These are services which cannot be stored. So their
perishabilty is a problem when demand fluctuates.
in short, Dove provides a customer satisfied services which has helped them
to cover such a huge market worldwide.
September 11, 2013Leave a comment

SESSION 6: PRODUCT MIX


In simple language, a product mix is the set of all the products and items a
particular seller offer to sell.
4 Ps

Product

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 a global study on perceptions and attitudes of women

with regard to personal beauty and well being


Point of differentiation- moisturizer and meeting consumer needs
Strong personal, emotional connection between brands and

consumers
Promotion

From 1995 to 2007, DOVE used to target young Indian population

with the projection of its brand aiming at perfect female population


The brand earlier portrayed its main theme for perfect women as

role models
Main objective was to form a brand image of leading and best

brand for beauty products and other personal care products enriching
the skin with glow and maintaining beauty of beautiful women
Place

HUL- distributed through a network of 2500 redistribution stockists

covering around one million retail outlets.


The general tradegrocery stores, chemists, wholesales, kiosks and

general stores.
Provide custom made services to channels partners.

Price

Initially expensively priced


Higher income earners did not consider it worth buying
Change of strategy Lowered prices, thereby attracting upper

middle class consumers


Dove more expensive, but has created a more strong customer
base

Price quality inferences: consumer perceives high prices as an


indicator of quality

A company
product mix has a certain width, length, depth and consistency.
These concepts for the consumer-product division of Dove shampoo are :WIDTH Width of any product conveys how many different categories of
products the company carries. For ex- Dove brand consist of about 5
different categories and is entering into more and more gradually. Its
categories are

Haircare
Soaps/Bars
Facewash
Deodorants
Lotions

LENGTH Length of any product means the different types of products


provided by that brand within a particular category.

Under hair care, Dove has 7 different types of products like Dove Damage
Shampoo Therapy, Dove Daily Moisture Replenish Shampoo, Dove Damage
Therapy Shampoo Nourishing oil repair, and etc.
Overall, Dove has a length of 22. (Hair care=7, Body wash=6, Deodorant=3,
Face wash=3, Lotions=3)
DEPTH Depth of any product means how many variants are offered of each
product in line for ex- Dove has different variants like anti-dandruff, Dry hair,
Color hair, and damage control and the size in which it comes is of 50ml, and
500ml etc.
CONSISTENCY It refers to how closely related the various product lines are
in end users, production requirements, or some others way. Dove product
lines are consistent insofar as they are customer goods that go through the
same distribution channels. The lines are less consistent insofar as they
perform different functions for the buyers.
September 10, 2013Leave a comment

SESSION 5: PRODUCT
LIFE CYCLE

Dove was when introduced into the market; the brand decided to follow the
same pattern in terms of pricing as in case of the dove soap. Its price was
initially kept at a higher range as compared to its competitive brands. The
sole reason for this was Dove wanted to keep the premium tag of the brand
intact as recognized with the dove soap for the shampoo as well. The
promotions for the shampoo were up to the mark.
Higher income earners did not consider it worth buying at first.
A large section of the customer base of dove soap came to try the shampoo
due to their liking for the soap and the experience they had had with it.
Promotions helped promote the dove shampoo to a large extent and more
customers were attracted to try it.
Since Dove is a quality product, its sales increased once people started
overlooking the premium price of the product and perceived high prices as
an indicator of its quality.
Despite the fact that Dove Shampoo entered its growth stage a little late as
compared to its competitors, perhaps, but since then, its sales have
skyrocketed.

Dove Shampoo has been in the maturity stage for a very long time now and
is considered to be one of the best hair care brands in India. Continuous
innovations to the product, interesting promotional campaigns, large
customer base has contributed to Dove shampoos success so far and should
continue to do so.
August 26, 2013Leave a comment

SESSION 4: MARKET
STRUCTURE
AND COMPETITORS
HUL Dove and P&G Pantene have been major players in the shampoo market
since last 5 years The top three most sought after brands Sunsilk, Dove and
Clinic are produced by HUL.

Indian shampoo market is segmented on the basis of price. The top segment
consists of premium brands like LOreal, Garnier and other imported brands,
mid segment consists of popular brands like Clinic, Sunsilk, Lakme, Head &
Shoulders etc. It is evident that the premium segment was created and
dominated by LOreal and HUL felt that it should be having a brand in that
segment too. Dove is pitted against Lo-real and is positioned as a premium
shampoo with moisturizing properties. The presence of milk lotion acts as the
differentiators. The brand takes the strength from the equity of its soap and
has been trying to leverage on that strength.
The top-end constitutes new entrant Dove, LOreal, P&Gs Pantene and Head
& Shoulders, HLLs Sunsilk, LOreal Garnier Ultra Doux and Daburs Vatika.
Average price points in this segment range from Rs 115-240 for 250-ml
bottles. While LOreal and now Dove are at the top of the heap, Pantene and
Head & Shoulders occupy the next rung of pricing, followed closely by
Sunsilk, Vatika and Garnier Ultra Doux constituting the bulk of the market.
HLLs Clinic Plus and P&Gs Rejoice are at the mid level (price points: Rs 5560 for 200 ml), while low-tier brands include Ayur and Chik. Sachets at price
points of Rs 1, 2 and 3, meanwhile, continue their stronghold specially in
semi-urban and rural markets.

August 23, 2013Leave a comment

SESSION 3: CUSTOMER
BUYING BEHAVIOUR
Consumer behavior is the study of how individuals, groups and
organizations select, buy, use and dispose of goods, services, ideas
or experiences to satisfy their needs and wants.

UNDERSTANDING CONSUMER BUYING DECISION PROCESS


Generally in consumer buying process there are five stages involved.

Behind the visible act of buying a dove shampoo product lays a decision
process that needs to be investigated.
The very first stage is the PROBLEM RECOGNITION. This stage could begin
from something as simple as a need for a hair wash or in more specific
terms, a need for soft, beautiful, manageable hair as the end product of a
hair wash. It can arise from a friend referring to the dove product as good
and effective when used by him/her. It could also be impulsive shopping
decision where the need arose when the consumer saw the product on the
shelf and wanted the product. The need could also be triggered by marketing
efforts such as an advertisement on TV or a simple billboard on the highway.
The second stage is INFORMATION SEARCH i.e. seeking value. This stage
clarifies the options open to the customers and may involve internal and
external search. Internal search is scanning ones memory to recall previous
experiences with products or brands. Now in case with the dove product it
could be using dove shampoo prior and having loved the end result. External
search could be from references from friends, family, neighbors or
acquaintances. One could also search about dove shampoo and its benefits
etc in the official website or go through advertisements and other marketing
gimmicks on TV. Another way of knowing how the product is can be through
the various portals which have feedbacks given by dove users regarding
their experience of using the product.
The third stage is EVALUATION OF ALTERNATIVES i.e. assessing value. Earlier
the customer had various options to choose from in the case of shampoos. In
this stage he compares various shampoo products or brands for the final
purchase decision. The consumer would look for which one of the available
shampoos would provide him/her the benefit he/she is looking for be it hair
fall/split ends/dry hair etc. Whichever product will give the highest customer

perceived value, the customer would end up buying that product. However, a
few might not take the natural route and choose a product on the basis of
product recall, brand name and other subjective factors such as prestige,
personal experience with the brand or even a random discount offer. A few
adventurous consumers might also purchase dove because they have been
buying some other shampoo for a long time and they might want a fresh
experience with a new product.
The fourth stage is the PURCHASE DECISION i.e. buying value. There could
be three possible sub stages here.

From whom to buy which depends on considerations such as past

experience with a buyer, reasonable rates, terms of sale and return


policy. The consumer will also survey if any retailer or kirana store is
giving any store discount on the product or any sort of bundling offer
happening anywhere.
When to buy store atmosphere, shopping pressure, a sale. Products

discounts or attractive offers could be more around festivals and during


special occasions.
No purchase a consumer looks at the product, evaluates it with the

other products and decides not to buy dove shampoo instead he could
go for cheaper shampoos or shampoos with other benefits. In this case
for dove shampoo, it is considered as a No Purchase.
The attitudes of others, unanticipated situational factors and
perceived risk may all affect the decision to buy.
The fifth stage is the POST PURCHASE BEHAVIOUR i.e. Value in Consumption
or Use. After buying the dove shampoo products, the consumer compares it
with expectations he had and is either satisfied or dissatisfied. Satisfaction or
dissatisfaction affects

consumer value perceptions


consumer communications
repeat-purchase behavior

In reality it is this post purchase behavior of consumers and the


post purchase satisfaction that drives the sales of the dove
shampoo.
Behind the visible act of buying a dove shampoo product lays a decision
process that needs to be investigated.
August 20, 2013Leave a comment

SESSION 2: CREATING
CUSTOMER VALUE
CUSTOMER PERCEIVED VALUE is the difference between the
prospective customers evaluation of all the benefits and all the
costs of an offering and the perceived alternatives.

Customer Perceived Value=


The milky composition of this shampoo allows ease of usage on hair and also
smoothes the hair shaft. Different variety of Dove shampoos cater to
different hair problems. Composed mainly to fight hair fall, the Dove rescue
shampoo provides nourishment to hair from the root all the way
upwards, ensuring that hair grows stronger every day. The glycerin content
of this shampoo repairs and soothes hair so it shines and looks sleek all

the time and one neednt worry about all the damage that frequent
straightening has left behind. A dove user can style her hair like a diva and
bring out the star in her as people start admiring the new improved look.
This shampoo is formulated to suit all hair types, so men and women can
now enjoy gorgeous hair and smiles all day long.
Hardly any psychological costs involved since dove shampoo has not
attracted any sort of complaint till date. Thus, no risks involved. Dove being
one of the most selling soap in India, it is readily available in all the mom and
pop shops as well as the big and mega big retail shops such as BIGBAZAAR,
RELIANCE etc. Hence time and energy spent on acquiring dove soap is
minimum.
PRODUCT VARIETY Five varieties of Dove shampoos are available in the
market. These treat various hair problems like split ends, hair fall, dullness
and dryness of hair.Which helps the customer to choose product according to
there own requirements and preferences.
SIZES- Available in sizes of 8 ml; 100 ml; 200 ml and 375 m. As it is
available in different sizes it helps to fit into consumer budget.

8ml

100ml

200ml

375ml

Dove Hairfall Rescue

64

117

205

Dove Split End Rescue

64

117

205

Dove Daily Shine

64

117

205

Dove Nourishing Oil Care

64

117

205

Dove Intense Repair

64

117

205

Dove Dryness Care

64

117

205

Dove Dandruff Care

69

134

215

PRICES Majority of users are satisfied with current market prices. As the
product is available in variety of range the consumer gets a choice to select
in how much quantity and in what range it wants to purchase product, And
accordingly purchases best combination available.
PACKAGING The packaging of DOVE shampoo is very attractive and
appealing. It is
very handy as it has a plastic bottle.
CONNECTS WITH THE CUSTOMER Dove does not use celebrity rather
makes regular
women to be its super model which helps a consumer to
connect easily with the product.

August 12, 2013Leave a comment

SESSION 1: INTRODUCTION
TO THE PRODUCT

Dove entered the Indian market in 1993, and since then Indian women have
relied on Dove for beautiful skin. Dove helps you pamper yourself in a new
way every day, with a wide range that includes skincare, hair care and
deodorants.

DOVE HAIR CARE RANGE


Dove launched its hair care range in India in 2007, and became the fastest
growing shampoo brand in the country. Its highly conditioned formulation
delivers the moisture promise of Dove. The range includes Daily Shine,
Dryness Care, Dandruff Care, Hair Fall Rescue, Intense Repair Therapy,
Nourishing Oil care and Color Rescue.
Apart from the hair care range, Dove also provides-

DOVE BAR & SKIN CLEANSING


Dove got women to experience the real Dove difference, with the Face Test
campaign. Thousands of women across the country put their soap, and Dove,
to the test. They all had the same answer Dove made their skin soft.

DOVE ANTI-PERSPIRANT DEODORANTS

Your delicate underarms need tender care. Try the New Dove Deodorants
with moisturising cream. Choose from 3 variants Original, Silk Dry and
Clear Touch, for visibly softer, smoother underarms, 24-hr protection from
sweat and odour.

DOVE LOTIONS & CREAMS


Pamper your skin with the unique rich moisturisers and pure silk formula of
Dove Lotions and Creams.
August 10, 2013Leave a comment

DOVE-THE BRAND

In 1957, Lever Brothers, under the umbrella of Unilever, introduced Dove.


From the beginning Dove has always celebrated REAL WOMEN at the heart of
everything the brand does and believes. Real beauty embraces diversity no
woman is or should feel excluded from the world of beauty that the brand
represents. Real women are the brands true inspiration.
Dove has evolved as a brand in the most revolutionary time in womens
history. The body of work not only shows the evolution of Dove as a brand, it

also shows how the attitudes of women and their role in society has changed
in the past 50 years. However, even though beauty trends and the
representation of women have changed throughout the decades, the
consistency of Doves and David Ogilvys original messages: 1/4 Cleansing
Cream; Dove Wont Dry Your Skin Like Soap Can; Dove is Good for Your
Skin is still selling the brand today.
With its patented blend of mild cleansers and moisturizing cream, Doves
iconic Beauty Bar rinses cleaner than soap, leaving skin clean, soft and
smooth.
During the 90s, Dove extended their products from a cleansing bar to a
complete line of personal care products. Now Dove has products ranging
from bar soap to lotion, from shampoo to liquid shower gel.
August 4, 2013Leave a comment
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