BRAND AND

PRODUCTAccording to the American Marketing Association, a Brand is a name, term, symbol or design or a combination of them, intended to identify the goods and services of one seller group or group of sellers and of differentiate them from those of competition.

Product is something we offer to satisfy a need or want.

A Brand has dimensions that differentiates a product in some way from other products, designed to satisfy the same need.

EVOLUTION OF THE

BRANDOwned by UnileverStarted its life in 1957 in U.S. with

beauty soapNo.1 Dermatologist recommended

brand in U. S., Canada and FranceManufactured in

Argentina, Australia, Brazil, Canada, Germany, India, Indonesia, Ireland, Mexico,

Netherland, Pakistan, Philippines, Thailand, Turkey and U. S.

Products sold in more than 35 countries

Brand’s heritage is based on moisturisation proof and not promises

World’s most beloved brandsChallenged the definition of beautyOffers a range of products- Body

wash, shampoos, facial cleansers, hand and body lotions, deo’s, conditioners and hair styling products

DOVE BODY WASH

Launched in July 2004 in metros and selected cities

Brand Derby’s report- a clear ‘Can Do Better’

43%- not successful5%- very successfulSaving grace- no one named it as

their choice for least successful brand launch of the year

Imported Ultra Moisturizing body wash, a premium brand extension, available in one variant and a standard 250ml pack’s performance wasn’t reflective of its parent

THE PLUMMET IRS 2005 R2, MRUC and Hansa

Research- Soap is the personal hygiene product for 91% of Indians

Body wash are suited for houses that have running water and showers

Dove Body wash is more expensive (Rs. 120, 125ml)

Its competitors (Lux Rs. 70) (Palmolive Rs. 90)

Lux built up a mass appeal with offers

Indians as a rule place more importance on skincare for face rather than body

Had no print or TV campaignsDerby respondents- 21% ticked

‘don’t know’ against Dove body wash

THE RUFFLED DOVE

IRS 2010, MRUC and HansaResearch- Indian consumers have evolved and are ready to experience superior bathing formats such as liquids

Customization of Marketing Mix4 P’s of Marketing

-Product-Price-Place-Promotion

PRODUCTBenefit of body wash + gentle exfoliation scrubGives your skin a lively glowExfoliating beads will effectively get rid of the dead skin

cellsGives your skin a polished and even textureContains 1/4th moisturizing milk that

nourishes, hydrates and makes skin soft and smooth + cucumber + green tea leaves

Cucumber is a cooling agent and green tea promotes good health and makes you look young

The combination makes your bathing experience rejuvenating and relaxing

Saves you from dry skin, body odor and other summer calamities

The lather is super creamySmells divineLasts longDon’t have to use body lotion after bathTravel friendlySturdy cap

To be launched in Summer season

Green is eye catching color, also the main ingredients are green in color

No change in shape of the product

PRICEPrice is same (250ml-

Rs.120)No ‘Penetration Pricing

Method’

PLACE

Demographic Segmentation-Male and Females

Income-Middle class, Upper

middle class and high income group

Target Audience-Youth onwards

Dove’s Psychographic Segmentation

- Dove focuses on real beauty so it tries to change the psychology of an average looking person that they can look equally beautiful

Metropolitan cities

PROMOTION

If the bird’s looking a bit frazzled, its with Good reason

If you are looking for a budget that does what it claims, then

Dove is for you

Don’t use occasionally..In skin care, Everyday is Everything

Dove is not only about

Women feeling more

beautiful, but about more HuManfeeling

beautiful

Loofah freeTV commercials (prime

time on English channels and national channels)

Magazines (Stardust, Filmfare, People, etc)

Newspapers (Times of India, Hindustan Times, DNA, Mid-day, Mumbai Mirror,etc)

Bill boards (Especially on western line and south Bombay)

Product bundling pricingDiscountsGift packsFree samples/ sachets in

mallsInteraction with public

through website

FUTURE

Crème

Gentle

Exfoliating

Is it Love?

No, its