By:Pankaj Jariyal - 22 Sreejith M P - 34 Siddharth Anath - 57 Siddharth Singh - 58 Uday Patial 61 Vibhash Anand Vibhuti - 64

EVOLUTION OF BRAND DOVE

1940
Formula for Dove Bar (Mild Soap)

1950 1957
Refined to original Dove Beauty Bar Launched in the market

1970
Popularity Increased as a milder soap

1995-2000
Extension of Doves range of products

2002
Campaign for Real Beauty

2005
Self Esteem Campaign

DOVE - BRAND EXTENSION

Dove Intensive Repair Hair Fall Rescue Daily Shine Dryness Care Dandruff Care

Crme Fresh Moisture Gentle Exfoliating Original Silk Dry Clear Touch

Worlds No1 Cleansing Brand

Dove Spas

Dove Shower Gel, Dove Shampoo

Dove Sensitive Bar

Dove Blue Bar

CORE PRODUCT
Description Dove Blue Bar

Core Product

In-Store Position

Moisturizing Soap for mild skin

Models of Consumption

Every day Bath

BASIC PRODUCT (CORE RANGE EXTENSION)

Description New Format or Flavor as addition to core product Range

Linkage to Core

Format

In-Store Position

Directly next to Core-Range

Models of Consumption

Similar Type of Usage to Core Product, though could be different occasion

EXPECTED PRODUCT (DIRECT STRETCH)

Description Stretched into adjacent markets with a direct link to core range

Linkage to Core

Reason to believe and/or complementary usage Close to core range, same fixture

In-Store Position

Models of Consumption

Similar Type of Usage to Core Product, though could be different occasion

AUGMENT LEVEL
Description Addition of intangible features into the product

Linkage to Core

Badge Value

In-Store Position

Different stores or sections of a

flagship brand store

Models of Consumption Very Varied

POTENTIAL PRODUCT (INDIRECT STRETCH)

Description Stretched to a more distant market with less obvious link to core range or reflection of customers delight

Linkage to Core

Umbrella concept and brand personality Further from core range.

In-Store Position

Models of Consumption

This is where the manufacturer becomes not just a "supplier," but a partner with the customer

MARKETING STRATEGY
ADVERTISIN G
INTERVIEW S

Unconventional strategy Strong emotional touch

BILLBOAR DS

TV COMME RCIALS

Cross-selling Possibilities Effective advertising, Free publicity

PANEL DISCUSSIO NS WEBSIT E

Continuously evolving the campaign

PROGRAM S THE DOVE SELFESTEEM FUND

10

THANK YOU