1.1 Background of Unilever Unilever is a British-Dutch multinational corporation that owns many of the world's consumer products brands in food, beverages, cleaning agents and personal care products. The branch of Unilever in Bangladesh is named Unilever Bangladesh Limited. Unilever’s main international competitors include Nestle and Procter & Gamble. They also face competition in local markets or product.

Company Milestone 19th century Although Unilever wasn't formed until 1930; the companies that joined forces to create the business we know today were already well established before the start of the 20th century. 1900s Unilever's founding companies produced products made of oils and fats, principally soap and margarine. At the beginning of the 20th century their expansion nearly outstrips the supply of raw materials. 1910s Tough economic conditions and the First World War make trading difficult for everyone, so many businesses form trade associations to protect their shared interests. 1920s with businesses expanding fast, companies set up negotiations intending to stop others producing the same types of products. But instead they agree to merge and so Unilever is created. 1930s Unilever’s first decade is no easy ride: it starts with the Great Depression and ends with the Second World War. But while the business rationalizes operations, it also continues to diversify. 1940s Unilever's operations around the world begin to fragment, but the business continues to expand further into the foods market and increase investment in research and development. 1950s Business booms as new technology and the European Economic Community lead to rising standards of living in the West, while new markets open up in emerging economies around the globe. 1960s as the world economy expands, so does Unilever and it sets about developing new products, entering new markets and running a highly ambitious acquisition program. 1970s Hard economic conditions and high inflation make the 70s a tough time for everyone, but things are particularly difficult in the fast-moving consumer goods sector as the big retailers start to flex their muscles. 1980s Unilever is now one of the world's biggest companies, but takes the decision to focus its portfolio, and rationalize its businesses to focus on core products and brands. 990s the business expands into Central and Eastern Europe and further sharpens sits focus on fewer product categories, leading to the sale or withdrawal of two-thirds of its brands. The 21st century the decade starts with the launch of Path to Growth, a five-year strategic plan, and in 2004 further sharpens its focus on the needs of 21st century consumers with its Vitality mission. In 2009, Unilever announces its new corporate vision – working to create a better future every day with brands that help people look good, feel good and get more out of life.

1.2 Background of dove:

Husne Ara assigned us to make a standard report on the strength and weakness of the firm and product and as well the value delivery chain. and ranks as one of the Anglo-Dutch conglomerate's “billion dollar brands". produced by the Unilever group. 2009 launched seven different Dove co-creation by seven hair experts. Dove is sold under a variety of different names in markets around the world including Elidor. Brazil. For that. Argentina. we have analyzed segmenting.4 Scope of study The books say a lot about segmenting. 1968 Dove shampoo re-packaged in PVC bottles 1971 launch of Dove conditioner. conditioners and other hair care products are sold in 69 countries world wide. Dove shampoos. 1. 2003 Dove glossy magazine launched in Argentina. 2011. 1. 2008 social networking site Gang of Girls was introduced in India. India. Sri Lanka and Thailand. Our basic purpose was to relate the real life scenario and the book.Dove is a hair care brand. he told us to choose any existing product from the market. Seda and Sedal. Dove is Unilever’s leading hair care brand. 1975 Dove became the biggest name in hair care. And we selected Dove a sub-brand of Unilever. Our course instructor Miss. which is now considered the world's leading company in hair conditioning and the second largest in shampoo. Latin America and the Middle East and is the number one hair care brand in Bangladesh. Bolivia. But the real life scenario is quite different from what is written in the book. Then our instructor told us to complete the report and submit it on 7th August. . The brand is strongest in Asia. Through out the study and making of this term paper we have come across various situations and conditions of business which was very much different from what we learn in the classroom. targeting and positioning. Timeline 1964 launch of Dove hair spray. 1954 Dove first launched in the UK 1955 first advertisement of Dove appeared on TV. For the study we did not only survey by ourselves but also interviewed the Marketing Manager of Unilever Bangladesh Ltd. targeting and positioning of a shampoo along with the reasons behind its success.3 Origin of report Here. primarily aimed at women.

After collecting all information we thoroughly went through each answer and analyzed the percentage. To know about the 4 P’s of Dove. To know about the difficulties faced by Dove. As the . In order to reach in our destination or to complete the report with proper and relevant information we collected data from several sources. To know about the growth strategies used by Dove.2 Methodology: 2.2 Primary source: The primary source was the survey that we planned by preparing questionnaire to analyze the view point of the consumers. To know about various promotional strategies of Dove. 2. Latin America and Middle East. We selected hundred random people of different age groups and professions and asked them to fill up the survey form.1 Research method It is said that Dove is one of the largest selling shampoos in Asia.2. The questionnaire was based upon “Dove” the brand name and also the product “shampoo”. Objective and methodology Objective of the study To know about Dove. To analyze the strength and weakness of their product. We collected data from both primary and secondary sections. Our purpose is to prove that this fact is right about Dove and verify its strength and weakness. Samples of the questionnaire are given in appendix. 2.

2. This makes it is one of the leaders in the industry.primary source we as well interviewed the marketing manager of Unilever. Thus the market share of Unilever considered being one of its main strengths. Thus. Yet we hope and believe that we have succeeded in making standard term paper. Unilever is a globally and locally known strong brand. Each division has separate strengths. they have retail stores nationwide. This way the product familiarity is high and many people in the world uses at least one product of them daily. they have gained household awareness status.1. 2. Their products are now part of our daily life necessities in home. it looks better and also error free.3 Secondary source The secondary source is the documents shown by the company Unilever on Dove and the generalized report on Unilever.4 Limitations of the study We faced lots of problem to complete this term paper. We as well analyzed the information he gave verbally about their product. hygiene and personal care products across 150 countries. Collecting information from corporate level is very much tough. Strength &weakness 3. Only P&G is the possible competitor to the Unilever. Sometimes consumers don’t know it is Unilever. The employees of the company were not very friendly to give their corporate information showing the reason of security and privacy. with their reputations. They are one of the trusted names in nutrition. Big retailers like Giant. The information given was insufficient for marketing undergraduate students. Tesco and Carrefour.2.1 Strength &weakness of Unilever 3. It has a long history and hence they gain consumers trust and reputation along the way. and this hence makes Unilever products easily accessible. Unilever posses 40-45% of market share over its operating countries by 2004(compared to P&G). yet it is known as its sub brand or the brand category.1. They are able to shelf their products in big retail players. not only that we spent most of our time to prepare this term paper so that. 2. Some of their information really puzzled us. We as well browsed internet to collect relevant information. The Company has more than 400 brands which operate under two main divisions. 3.2 Weakness of Unilever: .1 Strength of Unilever Familiarity of Unilever products is really high. Food and Home & personal care. 3.

Thus the advertising and other expenditure is wasted on other 1200 products whereas the return was only 10% of total income. The survey results show that 65% of the customers think of Dove. The target market is educated. in all major and small cities.1 Strength of Dove The New Dove Shampoo is a high quality product in terms of hair protection. Although company performance was good. Company totally owned. 3. Unilever products still has their own weaknesses.Regardless of their brand strength. Participative management style. middle and lower class. Therefore it shows that Dove occupied more space in the minds of the customers than any other product. Mind share To buy a shampoo rational consumers firstly think about Dove due to the benefits offered and the price of each sachet or bottel. Even though Unilever has 1600 brands.This analysis was done by the survey questions. Even though the set target was 10%. only core (400) brands gain 90% of sales. 3.2. there were some products which were not doing that well in the market which were expected to perform fine. transparent communication system. There were several questionscomparing Dove with other brands to analyze the position of Dove in the targetcustomer’s mind. systematic distribution network. Mind Share of Dove: Sunsiulk H&S Panteen Dove All clear others. some of leading products only could attain 4-5%. Very good distribution network all over Bangladesh. Therefore without anyone of these the product is in complete. for which it is Dove. During the survey Dove was not only compared to its competitors butalso other brand of shampoos offered by Unilever.2 Strength &weakness of Dove Even the best selling brands of all time has its own strengths and weaknesses. . Like every other successful product Dove has its own strength and weaknesses. professionals and belongs to upper middle. Every strength reflects the product’s success and every weakness reflects where the product can improve.

they capture 34% of total market share.e. From2004 till date Dove has shown a rapid growth in market share. not only compared to its competitors but also other brands offered by Unilever. male customers. The benefits offered by this product captured the customer minds faster than any other product available in the market. Targets are mostly female customers. This analysis was found by questioning the marketing manager of Unilever. they are steadily gaining marketshare. Customers are offered better alternatives by the competition. 3.2.Market Share Dove as a market competitor. They overlook the large potential market segment i.3 Strength and Weakness of Shampoo 11 . Their competitors excel by providing benefits for both genders. At present market situation. Market Share 65%14%7%7%5%2% DovePanteenH&SDoveAll clear Others 3.2 Weakness of Dove Competitor has more strong promotional activities.

• Hair feels thick and strong. • Low toxicity. • Removesdandruff . silky and shiny. • Some shampoo contains vitamin E which is really good for our hair and itincreases our hair growth. . • Removal of oils. • Goodbiodegradability. 3.3. • Pleasing foam.1 Strength of shampoo • Shampoo makes our hair clean. dirt. • It helps to make our hair manageable. fragrance and easy rinsing.2 Weakness of shampoo • Too much use of shampoo makes our hair rough. skin particles. environmental pollutants and other contaminant particlesthat gradually build up in hair. • Some shampoo contains chemicals which are harmful for hair and scalp and italso increase hair falling problem.3.3.

dirt. skin particles. • The greasy feeling of the scalp after a day or two of not shampooing.• Frequent use of shampoo spoils the color of hair. 12 3. .3. the oil produced by the scalp. Thiscauses the sebaceous glands to produce oil at a higher rate. • Shampoo is harmful for eye. silky and shiny. fragrance and easy rinsing. • Pleasing foam. • Using shampoo every day removes sebum. • Hair feels thick and strong. • It helps to make our hair manageable. • Removesdandruff . environmental pollutants and other contaminant particlesthat gradually build up in hair. • Removal of oils.1 Strength of shampoo • Shampoo makes our hair clean. • Some shampoo contains vitamin E which is really good for our hair and itincreases our hair growth.

4. 12 Income: Income segmentation has long been used in personal care products. so that different level of consumers can afford it. • Using shampoo every day removes sebum.1. the oil produced by the scalp. Thiscauses the sebaceous glands to produce oil at a higher rate. • Frequent use of shampoo spoils the color of hair. • Goodbiodegradability.3. • The greasy feeling of the scalp after a day or two of not shampooing.2 Weakness of shampoo • Too much use of shampoo makes our hair rough. 4.1. They markettheir product as sachet and different sizes of bottle. • Some shampoo contains chemicals which are harmful for hair and scalp and italso increase hair falling problem.• Low toxicity.3 Psychographic segmentation .2 Geographic segmentation In geographic segmentation Dove is distributed among 150 countries. • Shampoo is harmful for eye. 3.

2 Target market of Dove : The main target market of Dove is females between the ages group 16-40 belonging to the lower and middle income classes.In psychological segmentation Unilever segments Dove with social class as this product will target middle class. Like others DOVE consists of suchPOPs: • Dream soft and smooth • Stunning Black shine • Lusciously Thick and Long • Antidandruff solution • Hair fall solution . But in their promotionalactivities. a sufficient number of customers must believe the brand is “good enough” on that dimension.and purchasing power of people. For which quantity of the product can be changedaccording to the income and purchasing power of the consumers as in case of Dove 120ml and 5ml packs are also available to target low income groups. they cover the whole market irrespective of these classes.Dove target its market on the basis of consumer buying behavior.3 The positioning strategy : 14 Points of Parity (POP) : Points of parity are associations that are not necessarily unique to the brand but mayin fact be shared with other brands. income level. upper middles and lower class. 4. For an offering to achieve a point of parity on a particular attribute or benefit. 4.

4. promotion. place. so with the hair strandreinforced. The marketing mix consist of everything the company caninfluence the demand for its product. For instance: Apple (design). With point of difference.4 Defining the marketing Mix: It is the set of controllable tactical marketing tools of the companyproduct. Volvo (safety).We found that PODs for Dove is Co-creation formula created by experts. Theycame with this idea to grab the market and to be superior in the market.With its new pearlier texture and the goodness of Amla.1 Product • Black Shine: Enriched with Amla energizer for black hair that lacks luster. 17 Hair Fall Solution: Enriched with Ginseng and Soya energizer for hair that breaks easily. the brand must demonstrate clear superiority. silkier hair. shiner. Dr Francesca Fusco. a New York dermatologist. It works on the weak spot of your hair. Dove Black Shinenourishes from deep within to reveal blacker. and believe they could not find to the same extent with acompetitive brand. 4.4. For example. • .2 Points of Difference (POD) : Points of difference are attributes or benefits consumers strongly associate with a brand.3. The lineup also includes: 15 4. co-created a “hair fall” variant forth brand. your hair grows beautifully long even before you know it. Each hair “issue" links to an "expert” with the relevantspecialist hair knowledge. Energizer is the largestlasting battery. positively evaluate. From 2009Dove started working with a number of professional hair "experts" to develop newand improved products.price.

3 PROMOTION •Build top of the line consumers’ awareness. • Damage Repair: Enriched with olive oil energizer.UNILEVER uses target costing in order to achieve the required profits. Dove Damage Repair repairs damaged hair to give hair that looks healthy and nourished 18 4. . smoothens outthose tangles and brings out the softness you can really feel. since thetaka is denoted in this value.Dove is also available in 200ml bottles for BDT 220 and 400ml bottles for BDT480 keeping in mind the demand and wants of customer segment.4. Onecrucial concern for value-based pricing is strict management of cost in order to beable to make a profit at the value-based price.The primary importance of this value-based pricing is that the product demand will be much higher if its price is in line with the customer’s perception of its value.4. It nourishes deep within the hair strands.2 PRICE UNILEVER claims to practice value based pricing in which the customers’ perception of the product’s price provides a starting point for developing themarketing mix of the product. After determining the initial price.Soft and Smooth: Enriched with egg and almond oil energizer for hair thatfeels rough and dry. The price of BDT 2 for Dove shampoo sachets shows howthe price also reflects a concern to make the purchase more convenient. 4. • Anti Dandruff: Enriched with citrus cream and ZPTO energizer that drivesout dandruff and restores the natural beauty of hair. The research department determines this price usually by using focus groups.

•Media platforms used print media •Internet rural campaign environment concern ads •Music videos •Free sample distribution •Demo campaigning •Billboard •Sponsorships Place Dove uses several channel. coverage. the advertising objectives are set avoiding to the advertising strategy for each product.g. •Effectively communicate brand promise. •Easy to manage. Dove advertising objectives since it was being re-launched were: •To increase the usage. soft hair •Unique shampoo for every hair type. Besides having these general objectives. assortment.•Creating a personality of the brand. e. •Makes the hair appear clean and shiny •Imparts a feeling of freshness-due to fragrance. Promotional strategy •Sponsored short films that were broadcast during popular television shows. locations and transportationsystem to make the product available in the market to target consumer. •Conditioning benefits. They are oneof the largest company which reached . silky.

as female.Its distribution process is highly efficient. Its promotional activities. 2. Unilever Bangladesh is providing Dove at a price which is affordable to most of the people in the country. like the beautycontest has been a milestone in attracting a huge number of customers.1 Conclusion The shampoo industry of Bangladesh consists of a few producers. Dove can arise and ensure social responsibility in the society. to maintain imageamong customers. for Bangladeshi people. but we recommend them to cut their advertisement expenditures. These offers are not sustainable in the long run butstill it takes away a considerable part of Dove sale in the short run. 5. 1.2 Recommendation The team would suggest some recommendations to Unilever Bangladesh Ltd. It can be said that Dove occupies the largest marketspace among all other companies. Dove must focus on social responsibility. 5. As a multinationalcompany Unilever Bangladesh with heavy promotional activities. Research revealed that Bangladeshi customers are highlyattracted to this sort of offers. In Bangladesh Dove first introducedthe sachets and reached the largest market share. three different package. 8%35%85%0%20%40%60%80%100%Sales Promotion CSR .The only place where rival companies are progressing is in giving customersredemption offers.the rural areas of Bangladesh and occupied place in customer’s mind. has been able to penetrate the market.With many different varieties. Dove has been highly successful over the years. mainly advertisement covers huge expenses of Dove. Therefore Dove should incur promotional activities according to theculture of Bangladesh. are now getting more hair conscious. Overall withits marketing activities Dove has been a successful brand. as a product. in theeconomic crisis and should more focus on corporate social responsibility(CSR).Shampoo is an uprising product in Bangladesh as a greater portion of the population. The demand for this product is very much vulnerable in terms of pricing. so theywould establish themselves in customer mind and customer would be loyalabout Dove.The distribution channel of Dove follows the conventional route of marketing. The Dove is a global company and each country has own culture. To adopt more successful operation in Bangladesh. international standard andhigh quality design.The product is distributed in150 countries.

php •http://bangladesh.0/articleid. Unilever should introduce new varieties in order toincrease revenue.oppapers.com/subjects/weaknesses-of-unilever-page1. Reference •http://www.com/doc/34994170/Dove-Its-Branding-Strategies •http://en.asp?go=1&gangName= •http://www.org/wiki/Dove •http://ncbd.4D8FDB40-41CB-427890E3FA955C7A1CF4/eTitle.com/subjects/dove-bangladesh-page1.oppapers.html •http://www.gangofgirls. The other products under dove should be equally promoted in order to occupylarger place in its consumers’ mind.html .htm •http://www. 5.com/xq/asp/sid.scribd.com/register/register.com/join. By this it can captureanother huge segment of the market and increase revenue. The brand has other products such as conditioner.php?action=search&query=CSR+of+dove •https://www. Dove should introduce a new variety for men.net/product. The brand Dove is called to be a feminine brand & it has no variety for men.oppapers. Dove is well known for its shampoo & the company promotes the brand interms of the shampoo.com/q9184169.html •http://www. 4. Even though Dove has varieties of shampoo yet among those only 5 areavailable in Bangladesh.Figure: Sales revenue and social responsibility 3.wikipedia.php?id_product=1082 •http://www.ikmagazine.CASE_STUDY_Unilever/qx/display.blurtit.oppapers.com/search_results.

scribd.savvyskin.com/questions/healthyhair-shampoo.worldofhair.•http://www.ehow.htm •http://www.com/doc/35065384/Dove-Branding-Srategies.info/privacy-policy/24 .html •http://www.scribd.dovehairproducts.powerpoint •http://www.com/doc/34994170/Dove-Its-Branding-Strategies •http://www.com/about_5513151_dove-shampoo-ingredients.com/shampoo-ingredients-to-avoid •http://www.

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