Creating a better future every day

Vision:
We've always believed in the power of our brands to improve the quality of
people’s lives and in doing the right thing. As our business grows, so do
our responsibilities. We recognize that global challenges such as climate
change concern us all. Considering the wider impact of our actions is
embedded in our values and is a fundamental part of who we are.

Principle:
Our corporate purpose states that to succeed requires "the highest standards
of corporate behavior towards everyone we work with, the communities we
touch, and the environment on which we have an impact. “Conducting our
operations with integrity and with respect for the many people, organizations
and environments our business touches has always been at the heart of our
corporate responsibility.

About Dove Hair Care Products:

Dove hair care is a part of the unique Dove care range launched some years
back. Owned by Unilever, Dove is a personal care brand. With Dove Hair
Care Products, you can say good-bye to damaged hair and hope for beautiful
healthy hair that you have always desired. The unique serum formula found
in the Dove Therapy System enhances and conditions the hair naturally. It
protects the hair from several harmful elements and leaves your hair soft,
smooth and nice to feel. Turn to Dove hair care if you do not wish to have
frequent bad hair days.

Dove Hair Care Product line:

• Daily Moisture Therapy- replenishes, protects dry hair. It has unique

moisturizing serum that reduces frizz and hair flyaways, leaving
behind soft and smooth hair.
• Beautifully Clean Therapy- this is ideal for daily hair care as it
offers pure and simple cleansing. The unique hair serum gently gets
rid of dirt without removing essential moisture. It leaves your hair
clean and manageable after every use.
• Volume Therapy- it gives full volume to the hair body.
• Intense Damage Therapy- this strongly hydrates dry and damaged
hair besides reducing hair breakage. It delivers moisture to hair
leaving behind softer and smoother hair.

Some Dove Hair Care Products:

• Advance Hair Therapy-Repairing and Protecting Serums

• Pro•age® Therapy
• Shine Therapy Shine & Hold Hairspray
• Frizz Control Therapy
• New Frizz Control Therapy
NEW DOVE HAIR CARE PRODUCT:-

DOVE HAIR COLOR DYE SOLUTION

Dove has created a range of high-quality home hair colourants that are
easy-to-use and give a fantastic colour result.

Dove products are designed to give great colour results while leaving
hair healthy, soft,-looking natural and shiny. Intense, natural, subtle or
bright, whatever your desired colour result, whether you want to cover
greys, enhance natural colour or go for a complete hair colour make-over,
dove natural has a colour solution for you.

Dove hair colours are pleasant and easy-to-use combined with

conditioning ingredients for fantastic results.

Competitors :
Clairol Perfect 10 Nice and Easy

Clairol is a well-known drugstore brand hair dye. Perfect 10 Nice and

Easy comes in many shades, from chestnut brown to platinum blond.
Clairol does use chemicals, but this product is formulated to be gentle
and effective. The color generally lasts two to three months depending on
the rate of new growth.

Manic Panic

Manic Panic offers a wide selection of hair colors. Some of the colors are
even vivid. This hair dye is a natural vegetable-based dye so it is safe for
people with chemical sensitives. This hair dye is easy to use and
affordable. You can find Manic Panic online or in most drugstores.

Natural Expressions Henna Hair Dye

Natural Expressions Henna hair is a natural line of henna products. These

products are made of ground henna leaves. There are several different
hair colors to choose from, such as burgundy or auburn red. You can also
choose from several shades of brown.
Revlon Color Silk

Revlon Color Silk has a huge assortment of various shades of blond,

brown, auburn and black. Revlon products are gentle and effective; Color
Silk is ammonia-free. Color Silk Root Perfect is another type of Revlon
hair dye that is easy to use. This is a "roll-on-and-go" type of hair dye.
This color is meant just for root touch ups.

Rainbow Henna

Rainbow Henna for brown hair is made by Rainbow Research company.

This product is like other henna products because it only contains a few
simple ingredients such as henna and water to dye hair. They also have
several other natural products and shampoos.

Just For Men

Just for Men hair dye products are very popular, just like hair dye
products for women. These products are meant to get rid of gray. They
offer several shades of brown and a specific formula for gray hair called
Touch of Gray. These products can be found in most drugstores.

Tresemme

Tresemme also has a line of popular hair dyes. They make several hair
dyes in just about every color. They have a wide selection of browns and
blond shades. Tresemme products are not natural but they are salon
quality and formulated to be gentle.

Surya Brasil

Surya Brasil offers a line of henna hair dye products. These products
come in chocolate and basic brown. Surya products are lead and
ammonia free. This is an effective way to keep your hair looking great
and free of gray without all the fuss and chemicals. The products come in
a cream or powder.
 Garnier

It is a line of natural hair dye products. These products are good at

covering gray hair without being too harsh. This hair dye is nontoxic and
infused with vitamins. Some of the colors are very vibrant.

L'OREAL

L'OREAL is a popular hair dye that can be found at just about any
drugstore or grocery store. L'OREAL has several different types of hair
dyes for just about any color you can think of. Color Rays is a brand of
L'OREAL products with lots of bold bright colors like purples, reds and
golds. L'OREAL Chunking is for highlights, and is only for people with
medium brown to blond hair. This is a chunky highlight kit rather than an
all-over hair dye. Color Experte is another line of L'OREAL products
that offers all-over colors in various tones.

The Traditional Marketing Communication Mix

The first step in the marketing communication process is deciding what

components of the Marketing Communication Mix THE COMPANY is
going to utilize in communicating with their target audience.

The five traditional elements of the MARCOM mix are Advertising, Direct

Marketing, Personal Selling, Public Relations and Sales Promotion.

Advertising

This is the mass media method of marketing communication and provides

exposure to the largest, most geographically dispersed audience at the lowest
cost per head. That being said, advertising costs can ad up quickly with
mediums like television, radio and even online advertising which can be
prohibitively expensive for many businesses. Other traditional forms of paid
advertising include newspapers and magazines, the Yellow Pages,
billboards, signs and posters. As well, advertising on buses, benches, gas
pumps and even public restrooms is in vogue today. Basically, any medium
which provides an opportunity to target "eyes and/or ears" can be a venue
for advertising and you can see examples of successful promotion in the
most unlikely places.

Direct Marketing

This marketing communication competency enables companies to reach out

directly to consumers without intermediary channels such as those required
for advertising. This component of the marketing communication process
includes direct mail, catalogs, coupons and inserts, telemarketing, online
marketing and television infomercials. Done correctly, Direct Marketing is
extremely effective in the long run and allows for a targeted marketing
approach to specific consumers to create valuable lasting relationships.

Personal Selling

This is the most dreaded as well as the most expensive of all methods in the
marketing communication process. However, if you are a small business
owner or otherwise have the ability to personally sell and build relationships
with customers, it can be one of the most rewarding aspects of the marketing
process, both personally and professionally.

Public Relations

This refers to how you handle your relationships and the flow of information
with your various "publics" or the people who have a stake in or are affected
by your business. This includes the general public, consumers, shareholders,
employees, partners, competitors and the government.
Sales Promotion

This is the last traditional component of the marketing communication mix

that is discussed here as part of the marketing communication process. Sales
promotion simply refers to purchase incentives that you provide your
customer with. These can assume a number of forms including offering free
goods or services, coupons and vouchers, gifts and prizes, discounts,
samples, financial incentives, charitable promotions and any other value-add
over and above your standard product or services

Competitors communication strategy:-

Advertisement:-Television advertisement and celebrity endorsement:-

A television advertisement or television commercial–often just commercial

or TV ad (US), or advert, commercial, advertisement or simply just ad
(UK/US), or ad-film (India)–is a span of television programming produced
and paid for by an organization that conveys a message. Advertisement
revenue provides a significant portion of the funding for most privately
owned television networks. The vast majority of television advertisements
today consist of brief advertising spots, ranging in length from a few
seconds to several minutes.

The competitors(Clairol Perfect 10 Nice and Easy,garnier ,Revlon

silk,godrej,loreal , Rainbow Henna, Just For Men,Surya
Brasil,Tresemme)used the TV advertising because of the following reasons:-

• TV reaches a much larger audience than local newspapers and radio

stations, and it does so during a short period of time.
• It reaches viewers when they're the most attentive.
• It allows you to convey your message with sight, sound, and motion,
which can give your business, product, or service instant credibility.
• It gives you an opportunity to be creative and attach a personality to
your business, which can be particularly effective for small businesses
that rely on repeat customers.
L’Oreal use the Celebrity endorsements because it is one of the
powerful tools adopted by company to consolidate their brand(s) in the
crowded marketplace.

Communication strategies used by dove for its new product i.e.

Dove hair color dye solutions:-

Total Budget :- Rs 1 crore

Dove launch its product in decermber 2010:-

During the 1st month :- dove launch its product as a question mark..???

Best hair color solutions for your hairs…which keeps the color for 3
months ,which no other brand did till now…and leaving hair healthy, soft,-
looking natural and shiny.

Dove use this strategy for the whole month..and ready to give surprise in the
new year as it brings the new life for the hairs of the customers who do not
use color dyes as they are much worried about its consequencies.

Financial expenditure :-Dec,2010:-Rs 5,00,000 as no celebrity

endorsement involved in it and no other communication tool is used.

Dove also use the signboards as a communication mix in the main cities like
Mumbai,Chennai,kolkatta,banglore and delhi….,so that the people become
more enthusiastic to know about this new product which is going to provide
the new lives to hairs.

Financial expenditure( signboards)(dec ):- Rs 20,00.000.

Jan,2011:-Dove use the celebrity endorsement as the communication tool…

Reason: - The main competitor for dove hair color dye solutions are
Garnier,Revlon and L’Oreal in India.

So L’Oreal has the Aishwaria rai as its brand ambassador, so dove choose
the Katrina kaif as a brand ambassador for its new product. As dove always
represents for its naturalness, softness, skin friendly products .That is why
dove chosen for Katrina kaif as she also represent for the same by its beauty.
Celebrity endorsements pull in hundreds of crores every year, and are
widely preferred by marketers to promote their products. Using celebrities
for endorsing brands has become a trend for building the brands as well as
the company's image. A celebrity is a person who is well recognized by the
public, and has a reputation for his/her expertise in his/her chosen silos.
Sports persons and film stars fit the bill perfectly. Promotion of a company's
products through these celebrities is termed as celebrity endorsement. The
company makes use of the celebrity's characteristics and qualities to
establish an analogy with the products specialties with an aim to position
them in the minds of the target consumers. Celebrity endorsement, thus, is
one of the powerful tools adopted by companies/marketers to consolidate
their brand(s) in the crowded marketplace. Consumers prefer to own a brand
that has a good reputation, and when someone like a famous film star or a
sport star is associated with that particular brand, it is obvious that the
consumers will get attracted to it, because the consumer wants to maintain
some status, and feels that using a brand promoted by a star can satisfy that
longing

Financial expenditure(celebrity endorsement):-Rs.15lakh, for 6 months

contract with Katrina kaif.

Online advertising is a form of promotion that uses the Internet and World
Wide Web for the expressed purpose of delivering marketing messages to
attract customers. Examples of online advertising include contextual ads on
search engine results pages, banner ads, Rich Media Ads, Social network
advertising, interstitial ads, online classified advertising, advertising
networks and e-mail marketing, including e-mail spam.

Financial expenditure( online advertisement)for April, May, and June,

2011:- Rs 10 lakh, dove goes for the online advertisement through the social
networking site i.e. face book because no other brand used the facebook for
their color dye marketing.

Financial expenditure(celebrity endorsement)(july-dec) - Rs 15 lakh for

next 6 months as a new advertisement with Katrina kaif..

DOVE also did the marketing in July through magazine(celebrity lives )…

which represent the most of the big celebrities used this product in their real
lives..

Financial expenditure (magazine advertisement)(june):-Rs.5, 00,000.

Dove not only used the advertisement as a communication strategy, but also
use the sales promotions from the communication tool..

Dove hair seum:-

-helps in long lasting of the color dye to hairs and -protects hair and
replenishes dry or damaged hair with exclusive moisturizing serum. It
cleanses without harming the essential moisturizers, leaving your color-
treated hair naturally soft and smooth.

Dove provides the small 3 sachets of this serum with every 1 dove hair
color dye care solution as 1 bottle can be used for 3 times. and also the dye
gloves are provided with color dye solution kit.

Financial expenditure (sales promotions),(sep,oct):- Rs 10.00.000. as the

product did the lots of advertisement ,so the time for the sales promotions to
build a good impressions on the customers which helps in building the brand
image for long lasting..

Also dove use the Direct marketing (financial expenditure(nov,dec),Rs

5,00,000,for specific customers who are brand loyal to dove and who sends
regular feedback to dove, so Dove provides the catalogs to them which
suggests the color dye solutions to their customers and also provides free
gifts to them to maintain the long lasting relationship with their spec ific
customers.

Also in Nov, December Dove can provide discounts( Rs 5,00,000,as a

financial expenditure) in its product so that dove always remind its product
to the customers as it always strike its product in the minds of the customers,
in any way either through discounts, free gifts, magazine, celebrity
endorsements, signboards.

Dove use this communication mix as a competititive strategy of its

marketing for its new product.

Conclusion:-

As there are many competitor for the dove’s new product which are already
exists in the market, like L’Oreal and garnier which are well established in
this category..But no brand till now uses the social networking site as a
marketing tool for the color dye, also no serum sachets gifts provided to
customers till now. No direct marketing has been done by color dye brands
till now. So dove can create a competititive way of marketing for its new
product using a communication mix of this type.