A BRAND DOSSIER ON DOVE Submitted by : Abhimanyu Hazra Anisha Rathi Kunal Ghosh Sayak Bannerjee

AGENDA

Brand Overview Dove Early History The Logo Evolution

Early History Owned by Unilever Launched in 1957 Entered India in 1995 Imported and marketed by HUL In 1999 sales reached around USD 1 billion and was growing at 20% per annum

The Logo The logo is a silhouette profile of a dove, the color of which often varies It symbolizes the purity and softness of dove in its products

Evolution 1940 Formula for dove bar (Mild Soap) 1950 Refined to original dove beauty bar 1960 Launched in the market 1970 Popularit y increased as a milder soap 1980 Leading brand recomme nded by physician s 1990 Dove beauty wash successfu lly launched Present Extension of Dove’s range of products

Positioning and Repositioning Dove initially positioned itself as a beauty bar Targeted the premium market segment “Trial for results” Initial Positioning

Dove as a moisturizing cream bar Aesthetic need for consumers - Featuring regular women in their ads Shifted to digital media Soaps for summers Launched men products Subsequent Repositioning

The 4P’s

Contd. A combination of moisturizer and softness Focused on women PRODUCT Initially it was priced at 50 Later the price was reduced to 28 Attracting the upper middle class consumers Product bundling pricing PRICE The HUL network Popular in metropolitan cities PLACE Positioned as real beauty Good for people of all ages Awareness campaigns PROMOTION

SWOT Analysis

Contd. Tapping into the market segment of men Unified advertising technique Increased competition in the market segment Zero market share in rural areas Launched soaps only for the premium customers The target market of Dove is only the upper middle class women Critic - using women as objects Unconventional strategy In advertising New and better campaigns Loyal customers Strengths Weakness OpportunitiesThreats

Competition of Dove Soap Body wash Rose water + milk Body scrub Generic competitors Pears Camay Vivel Fiama Di Wills Direct Competitors

Strategies Adopted Real women for endorsement Attract people through people Availability in more than 80 countries Health and beauty market Price reduction Target Group - Upper and upper middle class Marketing Strategy

Strong sales and distribution channel of HUL Distribution Strategy

Demographic Segmentation Target Group - Girls and women, working women, higher income group Psychographic Segmentation Beauty lies in all women Targeted ageing women Market Segment Strategy

Market Research Analysis HypothesisSampling PlanData Analysis ToolsAnalysis of data & Inferences DrawnNet Take Away

Hypothesis People buy dove soap as it gives a moisturising effect to the skin Men use dove men soaps as it has a brand name attached to it Dove gives the best quality in its price segment

Sampling Plan Sample Size - 70 Region - Kolkata Target Audience - Both men and women - Age group is between years of age - People in the urban areas Pie Chart Bar Diagram Report : To summarize the above two pictorial tools Data Analysis Tools

Analysis of data & Inferences drawn People buy dove soap as it gives a moisturising effect to the skin [H1] The results shows that Dove has the highest mean score Higher number of consumers consider dove when it comes to moisturisation BRANDSPEARSDOVE FIAMA DI WILLS MEAN SCORE

Contd. Softness is due to moisturisation Maximum no of respondents – First word – Softness Thus from the above two tables we can infer that people buy dove as it provides moisturisation effect to the skin This hypothesis has proved to be correct

Men use dove men soaps as it has a brand name attached to it [H3] VARIANTSDivision of (A) Dove Men Care Products6.06% Dove Gentle Exfoliating6.06% Dove Gentle Fresh21.21% The break up here is of the users who use variants of dove regularly which is 33.33% From this we can infer that that out of 33 only 11 have used dove variants.

Contd. QuestionAwareUsed Regularly Use Don't Know Total Respons es Dove Men Care Soaps Dove Gentle Exfoliating Dove Gentle Fresh We can clearly infer that many people are aware of men care products but very less people are have tried it

Contd. VARIANTSUse/Awareness Dove Men Care Products6.45% Dove Gentle Exfoliating31.43% Dove Gentle Fresh40.68% From the above two we can clearly infer that many people are aware of men care products but very less people have tried it This might be due to the communication problem

Contd. VARIANTS Regularly used/Use Dove Men Care Products50.00% Dove Gentle Exfoliating15.38% Dove Gentle Fresh22.58% Relationship between trials and repeat purchase We see that 50% men who have tried dove products have purchased dove again

Contd. VARIANTS DON’T KNOW/TOTAL RESPONSES Dove Men Care Products55.71% Dove Gentle Exfoliating50.00% Dove Gentle Fresh15.71% This clearly shows that there are still many people who do not know about the variants at all We can infer from all of the above tables that variants are not helping dove to grow as a brand, Thus this hypothesis has proved to be incorrect.

Dove gives the best quality in its price segment [H3] This graph clearly reveals that the respondents consider that dove gives the best quality It can be inferred that dove provides better quality as it has the highest mean score Thus the hypothesis is proved to be correct BRANDSPEARSDOVE FIAMADI WILLS MEAN SCORE

Brand’s Future Launching new products Sunscreen lotions Cosmetics Hair removal creams Launching new soap variants Attracting age group of less than 20 years

Net Take Away Marketing Jargons Analytical and practical skills Scales and tools for analysis Brand building Fundamental and practical understanding of marketing

THINGS WE DISCOVERED ABOUT DOVE Dove Cream Bar was originally developed to heal the burns of soldiers in war 1.4 billion Cream Bars were sold around the world in 2003 – which is equivalent to 44 bars a second If all the Cream Bars sold in one year were laid end-to-end they would encircle the globe Dove is the only personal care brand that has used women ‘from real life’ in its advertising for more than 40 years

Thank you