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  • Dove

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    Jatin Aneja
    89 просмотров21 страница
    Dove is around INR 500 Cr brand, with soaps accounting for around half of that figure Dove has a 3. % share in metros and in modern-format stores, it leads with a share of 11. %. The soap market in India is well developed and dominated by MNC's and a few large Indian companies. The primary aim of the top soap brands in India today is to expand the number of rural consumers (70% of the total population)

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    Dove is around INR 500 Cr brand, with soaps accounting for around half of that figure Dove has a 3. % share in metros and in modern-format stores, it leads with a share of 11. %. The soap market in India is well developed and dominated by MNC's and a few large Indian companies. The primary aim of the top soap brands in India today is to expand the number of rural consumers (70% of the total population)

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    Attribution Non-Commercial (BY-NC)
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    Отметить как неприемлемый контент
    89 просмотров21 страница

    Dove

    Загружено:

    Jatin Aneja
    Dove is around INR 500 Cr brand, with soaps accounting for around half of that figure Dove has a 3. % share in metros and in modern-format stores, it leads with a share of 11. %. The soap market in India is well developed and dominated by MNC's and a few large Indian companies. The primary aim of the top soap brands in India today is to expand the number of rural consumers (70% of the total population)

    Авторское право:

    Attribution Non-Commercial (BY-NC)
    Скачайте в формате PPT, PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    из 21

    Page 1

    Personal care brand evolved in early 1957 and is owned by Unilever Dove has its footprint in 80 countries worldwide with a range of superior products from bar, lotions, body washes, face care and creams It is the leading bar brand in UK, US and Canada

    Page 2

    DOVE IN INDIA
    Dove is around INR 500 Cr brand, with soaps accounting for around half of that figure Dove has a 3.5 % share in metros & in modern-format stores, it leads with a share of 11.54 % (2009marketinginteractive.com)

    Page 3

    DOVE IN INDIA
    Dove grew by 100% in shampoos and by 42% in soaps in 2009 Largest premium brand in the Hindustan Unilever portfolio

    Page 4

    SOAP INDUSTRY (INDIA)


    The soap market in India is well developed and dominated by MNCs and a few large Indian companies It is dominated by three major players - HUL, Nirma & Godrej Together they have 88% of the market share(2008 figures)

    Page 5

    SOAP INDUSTRY (INDIA)


    The penetration level of soaps is 98% The primary aim of the top soap brands in India today is to expand the number of rural consumers (70% of the total population) The per capita consumption of soap in India is at 460g per annum

    Page 6

    DOVE BAR LAUNCH IN INDIA


    1990s witnessed a revolution in the attitude of Indian women, who became aware of herself (liberalization) HLL already had a major presence in the ome & H Personal Care' sector with products like Liril, Pears, Lifebuoy, Rexona,etc

    Page 7

    DOVE BAR LAUNCH IN INDIA


    Targeted women who were then recognising that beauty is "not just how you look, but more about how you feel Initially women in the metropolitan cities (Tier I and Tier II) were targeted It was a moisturiser based premium segment soap

    Page 8

    DOVE BAR LAUNCH IN INDIA


    Faced few initial challenges

    The prices of soaps in 1997 ranged from INR 3 to INR 15 and Doves introductory price was around INR 30
    Soap did not last as long as other soaps

    Page 9

    DOVE BAR LAUNCH IN INDIA


    In some ways the brand was the opposite of Lux, the beauty bar of film stars Dove showed beauty in ordinary people (no supermodels to endorse the brand) 57% of Dove's Target audience was averse to regular advertising, so testimonials became critical for its success

    Page 10

    DOVE BAR LAUNCH IN INDIA


    The team gave trial packs to 50 women from upper middle class Indian households Reactions were recorded and the most spontaneous responses were chosen to be the face of the brand.

    Page 11

    COMPETETIVE LANDSCAPE
    Direct Competition: Soaps Premium Soaps Indirect Competition: Skincare Products Moisturizers Face Wash

    Page 12

    TARGET CONSUMER
    Women looking for skin care Who wants to look beautiful and feel personal best Age: 30-55 years

    Page 13

    INSIGHT
    Life Insights

    Is your bar of soap leaving scum on your skin Feel the difference for yourself One was asked to use dove and other a soap

    Page 14

    BRAND BENIFITS
    Leads to a moisturizing skin 1/4thmoisturizer PH neutral-makes the soap soft on all kind of skin types (pH between 6.5 and 7.5)

    wont dry my skin like soap, makes my skin feel soft & smooth

    Page 15

    REASON TO BELEIVE
    No brand ambassador A general common women is shown in the commercials Contains 1/4th moisturizing cream Recommended by doctors Pure creamy leather

    Page 16

    BRAND CHARACTER
    Honest Famine

    Sense of inner confidence

    Page 17

    BRAND PROPERTIES
    Doves logo with blue color Dove's logo is a silhouette profile of the brand's namesake bird

    Page 18

    Page 19

    SOURCES
    http://business.mapsofindia.com/to p-brands-india/top-soap-brands-inindia.html http://articles.economictimes.indiati mes.com/2009-1007/news/27642060_1_dove-toiletsoap-brand-hair-care

    Page 20

    BY :JATIN ANEJA KARAN MEHTA KUSHAL BADLANI

    Page 21

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