03-09-2012, 03:11 PM
DOVE BEAUTY BAR
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INTRODUCTION
Dove is a personal care brand owned by Unilever.
It started in 1957
The brand came to India in 1995.
It is imported and marketed by Hindustan Unilever Limited (HUL).
By the end of the dove firming “Real Women” Campaign, dove has become a national talking point and was ranked number three in the body lotions market, ahead of L’oreal, Garnier, Neutrogena and Olay.
In the year 2004, Unilever won the ‘marketer of the year’ award for its brand Dove
PRODUCT STRATEGY
A 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 global study on perceptions and attitudes of women with regard to personal beauty and well-being.
Point of differentiation-moisturizer and pH =O and also met consumer needs.
Strong personal ,emotional connection between brand and consumers.
PRICING STRATEGY
With the entry in Indian market in 1995 it was priced at Rs.50— NOT SATISFACTORY FOR THE C0NSUMERS
People with higher income level did not consider it worth buying.
DOVE then changed its strategy and lowered its price to Rs.28—thereby attracting the upper middle class Indian consumer.
Works --- WHY NOT PAY A LITTLE EXTRA IN ORDER TO HAVE GOOD MOISTURISER AND NOURISHMENT.
DISTRIBUTION CHANNELS
HUL's 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 and 2000 distributors serve HUL’s 37 factories reaching 6.3 million outlets.
positioning
Dove is positioned as a personal care brand.
Dove soap positions itself not as a soap but as the mildest bathing bar containing ¼ the moisturizer.
Points of differentiation:
maximum moisturizing content.
As the add campaign of dove says that use it on half of your face and see the difference.
Image differentiation: it is now considered as a “moisturizing bar” and “beauty bar”.
Product life cycle stage:
Dove is currently at its growth stage.