Dove4MEN

Presented By:Hemant sehrawat-01

Vikrant nagar-24Vikas tomer-54

Mayank verma-39

Current Market Status

Dove leading brands with 11.54% share. Male grooming is now Rs.2500 crore market in India. The category promised 21% annual growth. It expected to touch Rs.5,220 crores in the next three years.

Creative brief-Objective

Change the feminine image of dove . Latest fashion trend among men Identify right promotion strategy Finding correct target segment Strengthening reliability of brand

Products

Dove Face wash for men Features- ¼ micro moisturizer, tan remover, black spot remover. Dove shampoo for men Features- Silky smooth hair with added moisturizer, anti

dendruff ,reduces thinning of hair.

Target audience(TA)

Men- Age (20-50) Age mainly consist of: Corporate world College crowd Career beginners Youth conscious about their looks-getting noticed by girls Upper middle class

Consumer insight

Attraction

Impression

Brand value and recognition

Brand personality

Charming

Smart

Confident

Impressive

Segmentation

Targeting strategy

Differentiated marketing

Positioning

Attribute Micro moisture technology: Clinically proven to fight skin dryness

better than regular men body wash. Ultra-light formula deep cleans with purifying grains Total skin comfort

Marketing Mix Product Products- Shampoo, Face wash Variants- Rosemary & watermelon Colour- White & Blue Quality- Supreme Features- micro moisturizer technology in face wash & silky smooth

hair for shampoo, smells good , purifying, designed for men’s hard skin, tan removal.

Packaging- Sleek, masculine look, dark grey container

Pricing

Captive product pricing

Holiday bundles

Package of multi variant face wash and shampoo.

Premium pricing

Place

Super markets

Convenience stores

Ecommerce portals- Flipkart and Amazon

Promotion

Television (TVC) Magazines- Maxim and men healthcare magazines Rational appeal Pull strategy Grab interest and demands of men Athletes, popular male figures Direct marketing

Promotion cont.

Usage of public media Talk shows Press release on growing trends of men hygiene and wellness

products Usage of man skin care products