A BRAND DOSSIER ON DOVE

1. A BRAND DOSSIER ON DOVE Submitted by : AbhimanyuHazra AnishaRathi KunalGhosh SayakBannerjee

2. AGENDA • Brand Overview • Positioning and Repositioning • Strategies Adopted • Competitor Analysis • Market Research Analysis • Brand’ s Future • Net Take Away

3. Brand Overview

4. 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

5. 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

6. Evolution

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

8. Subsequent Repositioning • 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

9. The 4P’s

10. Contd.

11. SWOT Analysis

12. Contd.

13. Competition of Dove Soap

14. Strategies Adopted Marketing Strategy 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

15. Distribution Strategy Strong sales and distribution channel of HUL

16. Market Segment Strategy

17. Market Research Analysis

18. 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

19. Sampling Plan • Sample Size - 70 • Region - Kolkata • Target Audience - Both men and women - Age group is between 20-45 years of age - People in the urban areas • Pie Chart • Bar Diagram • Report : To summarize the above two pictorial tools Data Analysis Tools

20. 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

21. 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

22. Men use dove men soaps as it has a brand name attached to it [H3] • 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.

23. Contd. • We can clearly infer that many people are aware of men care products but very less people are have tried it

24. Contd. • 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

25. Contd. • Relationship between trials and repeat purchase • We see that 50% men who have tried dove products have purchased dove again

26. Contd. • 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.

27. 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

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

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

30. THINGS WE DISCOVERED ABOUTDOVE

31. Thank you