RASHI KHATTAR

B.COM(Honours)-II
2016-17

CONTENT

ABSTRACT

1
RESEARCH METHODOLOGY

1 INTRODUCTION

2 ORGANISATION STRUCTURE

14

3 PRODUCT RANGE

33

4 PLANT LOCATION

41

5 MARKET SHARE

49

6 MARKETING STRATEGIES

53
 RASHI KHATTAR
B.COM(Honours)-II
2016-17

7 COMPETETIORS

63

8 DATA ANALYSIS

70

9 FUTURE PLANS

102

10 SUGGESTION & RECOMMENDATION

111

11 LIMITATIONS

115

12 CONCLUSION

117

13 BIBLIOGRAPHY

120

CONTENT LIST

1 Introduction

1.1-The Dove Campaign For Real Beauty

1.2-Analysis Of The Dove Campaign

1.3-Background
 RASHI KHATTAR
B.COM(Honours)-II
2016-17

1.4-Dove (Disambiguation)

2 Organisation Structure

2.1-History

2.2-Evolution Of Dove

2.3-Sequence

2.4-Release And Reception

2.5-Legacy

2.6-Other Works

3 Product Range

3.1-Dove Products

3.2-Modern Dove Face Test Advertisement

3.3-Dove Cream Advertisement

3.4-Dove Real Beauty Advertisement

3.5-Dove Beauty Bar

3.6-Dove Cream Oil

3.7-Dove Antiperspirant Deoderants Review

3.8-Dove Oxygen Moisture Shampoo

3.9-Dove Care For Damaged Hair

3.10-Dove Bar & Skin Cleansing

3.11dove Hair Care Range

3.12-Dove Anti-Perspirant Deodorants

3.13-Washing And Bathing: Beauty Bar, Liquid Soaps, Body Wash

3.14-Dove Lotions & Creams

 RASHI KHATTAR
B.COM(Honours)-II
2016-17

3.15-Product Lines

4 Plant Location

4.1-Production

4.2-Plant Location

4.3-Competitors Moves Looking On To The Success Of The Doves Campaign

4.4-Ivory And Jergens Dollar Share Of Bars

4.5-'How Dove Pre-Empted Mildness'

4.6-Advantages Of Successful Parent Brand

4.7-Reasons For Emergence Of Dove As A Successful Brand

4.8-Maintaining Competitive Edge Through Relevant Product Innovation

4.9-Not Ignoring The Growing Segments Of Your Market.

4.10-Not Faking It With Women. They Really Do Need To Listen To What Matters

To Them.

CONTENT LIST

5 Market Share

6 Marketing Strategies

6.1-Doves Strategy

6.2-Marketing Strategies Adopted By Dove

6.3-Dramatic New Advertising

 RASHI KHATTAR
B.COM(Honours)-II
2016-17

6.4-No Longer A Tactical Strike 5

6.5-Creative Evolution

6.6- Doves Strategy To Survive In The Turkish Recession

6.7-Dove In Turkey

6.8-The New Target Group

6.9-Communication Development

7 Competitors

7.1-About

7.2- P&Gs Secret And Tag Deodrants Competing With Deodrants Of Dove

7.3companies

8 Data Analysis

8.1-Questions

8.2-The Major Findings

8.3-Justification For Choosing The Brand Equity Models

8.4-Price Premium Method

8.5-Approach And Implementation

8.6-Findings

8.6-Insights From The Survey

8.8-Yoo And Dinthus Brand Equity Model

8.9-Approach And Implementation

8.10-David Aakers Brand Equity Model

8.11-Our Model
 RASHI KHATTAR
B.COM(Honours)-II
2016-17

LIST OF TABLES/FIGURES

S.NO

Page-No

Fig 1-

84
Fig 2-

85
 RASHI KHATTAR
B.COM(Honours)-II
2016-17

Fig 3-

89
Fig 4-

91
Fig 5-

91
Fig 6-

92
Fig 7-

92
Fig 8-

94
Fig 9-

95
Fig 10-

96
Fig 11-

100
Fig 12-

101