Dove Deodorants -Brand Extension

Submitted by – Divya Jaiswal PGP 30018

1940

Formula for Dove Bar (Mild Soap)

1950

Refined to original Dove

Beauty Bar

1960

Launched in

the market

1998 - 2002

Extension of Dove’s range of products – deodorants & hair

care products

Brand Extension Review

Manufacturer

Category Extension

Parent Brand

Company Unilever

Dove Deodorants

Hindustan Unilever Ltd.

Brand Extension Review

Category growth by value

2012 - 35%

2013 - 28%

86.8

13.2

Market Distribution 2014

Urban Rural

70

30

Men Women

working class men and use of men’s deodorants by women due to its strong smell

no-gas and antiperspirant

Brand

• Brand expert on Hygiene & skin care

Attributes

• Soft skin

• 1/4th moisturing cream

• Silk feeling

Positioning

• Protection + Hydration

• Celebrates ‘Real women’

under-arm whitening or antiperspirant ¼ th moisturizing cream

Sales trend of deodorants by Category – 2013 -2018

Competitor Analysis by % Value

Dove’s share is declining over the

years

Sprays account for over 99.2 % of overall

category sales

Average unit price of deodorant sprays

increases by 9% and roll-ons by 2% in 2013

S.No. Top 5 brands for Women

1 Dove

2 Nivea

3 Secret Temptation

4 Jovan

5 Spinz

S.No. Top 5 brands for Men

1 Fogg

2 Park Avenue

3 Axe

4 Wildstone

5 Nivea

Top 5 Market Players

Products

Existing New

Exis

tin

g N

ew

Mar

kets

Market Penetration

Market Development

Diversification

Product Development

THE EXTENSION

STP

LIFESTYLE – Highly social PERSONALITY – Everyday women who display real beauty

LOCALITY – Semi Urban, Urban

•AGE - beyond 20 years (Real women concept) •GENDER – Females •INCOME – High income group & upper middle class

OCCASION -Everyday BENEFITS – Functional (Tender care for skin & 24-hr protection) USER STATUS – Regular User USAGE RATE - Medium

BEHAVIOURAL DEMOGRAPHIC GEOGRAPHIC PSYCHOGRAPHIC

Target Group : Females > 20 years High brand loyalty; Inclined towards long

lasting fragrance

Dove is positioned as an anti - perspirant

CLEAR TOUCH

SILK DRY

Launched in India in Feb 2013

Build confidence & a

feel-good feeling!

Product

DOVE WHITENING

Features

Anti perspirant No white mark on clothes No dark underarms Light fresh fragrance 1/4th misturing cream

Variety

Dove Original Dove Silk Dry Dove Go Fresh Dove Clear Touch

Place & Pricing

Product available in Tier I,II & III cities using HUL’s location & distribution network Online availability - Leverage urban e-commerce retailers including, Nayka, BigBasket etc Small retailers in Tier III & II cities sell it as an Over the counter product Malls, Super market & Hypermarket – Eye level shelf space use Strong marketing logistic network

Rs. 185 for 100 ml Economically priced wrt competition Ideal price point for the target group All variants are in the range of +/- 20 Cheaper wrt designer deodorants

Promotion

Brand theme – All day long freshness & even toned

underarms Media – Print, newspaer,

Magazines, Billboards, Kiosks, Digital media,

Internet ads

Integrated communication strategy

Promotional Strategy –

Real beauty Campaign, Self esteem fund etc

DOVE WHITENING

PoD - Bid goodbye to dark underarms

CLEAR TOUCH

PoD - Fights odour and reduces white marks on skin & clothes

PoD - Leaves the skin soft as silk and fresh, all day long.

SILK DRY

PoPs & PoDs

COMPETITIVE FRAME OF REFERNCE Perfumed deodorant spray Premium Quality Light Fragrance s Economic Pricing POINTS OF PARITY Standard quantity for SKU Value for money Freshness Leak free sturdy cap spray

POINTS OF DIFFERNCE – ‘Whitening Deodorant’

Whitening deodorant

Masculine Scemt

PERCEPTUAL MAP

Anti perspirant

24 hr protection

Stro

ng

Frag

ran

ce

Ligh

t fr

agra

nce

Brand Ladder

Builds confidence & the feeling of being

‘unique’

24 hr protection from sweat & odour; softer, smoother underarms.

1/4th moisturizing cream; tender care for

delicate skin

Attribute

Functional Value

Emotional Value

Core Value

Women feel beautiful

by using dove deodorant.

• http://articles.economictimes.indiatimes.com/2013-06-05/news/39764666_1_dove-premium-brands

• http://m.moneycontrol.com/news/resultsbrokerage-conference-call/hul-launches-dove-rangedeodorantsq4_382344.html

• http://www.livemint.com/Companies/Fv5l7U1xlTUR3TXq3mftlJ/HUL-to-set-up-deodorant-plant-in-India.html

• http://www.slideshare.net/geetahansdah/industry-26859177 • http://www.slideshare.net/Flgnsngh3/deodorant-industry-in-

india141105fs • Euromonitor - Deodorants in India, Category Briefing; HUL in

Beauty and Personal Care • HUL Corporate website 1. Annual Reports 2. Investor Relations Document

References

THANK YOU!!