Dove and Fiama Di Wills are both brands in the premium segment of shampoos.

While it has been noticed that both are equally good products, due to differences in the other elements of marketing mix - Dove has been extremely successful brand while Fiama has not.
Study the intended positions of the 2 brands and then conduct a research among current users and lapsers of these brands to determine: How Dove has been so successful and what should it do in the near

future to maintain (or grow) its position What have been the reasons of Fiamas failure and what corrective action it needs to take now

Determine what elements of the Marketing Mix for Dove have made it successful and what will aid its growth in the future. Determine which elements of the marketing mix for Fiama Di Wills need to be changed to and how in order to build the brand.

Primary Data Collection

Information gathering for Dove and Fiama in terms of product, price and marketing strategy

Secondary Data Collection Qualitative

Focus group study

Quantitative
Questionnaire 10 questions Intercept study

Recruitment:
Recruitment was done for three groups:
Users of Fiama (used at least once) Users of Dove (Last 5 purchases were Dove) Lapsers of Dove

Process:
Every group had 5 to 7 recruits Introduction on purpose of discussion and ground rules of the discussion. Questions related to: Packaging unaided/aided Purchase behaviour and Pricing Brand perception Advertising unaided/aided

FOCUS GROUP PARTICIPANT DEMOGRAPHICS FORM DATE : TIME : PLACE ID NO: Your gender Which shampoo do How long have you How many times do you use currently been using this you use the shampoo Male shampoo? in a weeks time? Dove Female Less than 1 month Once Fiama Other _______ More than 1 Twice month More than twice More than 2 months Do you use a Your age conditioner along with 15- 25 shampoo? 26- 35 No 36- 45 Yes. Conditioner of 46- 55 same brand as 56- 65 shampoo Yes. Conditioner of a different brand specific ________

Packaging Transparent and attractive color ,bottles were liked, bottle cap convenient and liked the shape of the bottle Looks like an award Price/Purchase Behavior - None knew the actual price of the bottle. Liked buying the conditioner and shampoo package

Brand Perception -Knew ITC, knew the body wash and soap. Color associations purple/white (color of bottle)

Advertising/Promotion Liked the scheme of getting ear-rings. Tried shampoo through free sachets. Strong association with Deepika Padukone. But some people confused it with Neutrogena because of Deepika. Ad gives a fresh feel. Its too pseudo-scientific Too many technical words Ad has too much content

Reasons for lapsing Didnt suit hair, hair became dry, rough and hair-fall. Thought it was high end but after using it seems like a low end product. Could not believe its an ITC product

Packaging Normal, Easy to hold, Stable base, Attractive, Sleek, Subtle colours, Big bottles have the dispenser which is very convenient, Prefer old packing which had 3 colours(now they have to actually read the name as all are 1 colour),

Price/Purchase Behaviour Price guesses were more or less accurate, Liked the soap so tried the shampoo

Brand Perception Tried it because of the brand name, Works well on any hair type, Makes hair smell really good Colour associations white(soap, moisturizer and dove ads), mauve(shampoo bottle that colour), blue(purity)

Advertising/Promotion Associated with happy faces, bunch of women talking, Major focus to make hair soft, Ad recall very high can recognize ad without brand name shown. New ad concepts trying too hard, almost fake Associate it with Celebrity Katrina Kaif(White, pure, delicate, etc), General perception was that it doesnt need a brand ambassador,

If Dove were a person , she would be A Model, Independent, Woman with substance, Quality oriented, Healthy girl, Glowing skin, Soft, Supple- 30-40 years old

Target Group Users of premium segment shampoos Age : 18 45 years Used shampoo at least twice a week

Sample
150 respondents from Goa covered in

Quantitative phase.

Sample proportion

Age Group Percentage

3 45 18 25 years old 26 35 years old 97 36 45 years old

Awareness-Usage Pattern
160 140 120 100 80 60 40 20 0 Dove Aware Fiama Trial Usage Garnier Repeat Usage H&S Most often used brand Pantene

Dove Trial/Awareness Repeat/Trial MOUB/Repeat 77% 70% 68%

Fiama 41% 31% 37%

Garnier 72% 61% 30%

H&S 70% 55% 38%

Pantene 71% 54% 31%

Dove Price Shampoo Availability Reputed company Shampoo Quality Brand Quality Packaging Column Mean 59 73 86 77 80 66 73

Fiama

Row Mean 33 46 37 55 54 70 31 54 36 58 48 57 40 57

Dove Price Shampoo Availability Reputed company Product Quality Brand Quality Packaging -4 2 -1 7 6 -8

Fiama 4 -2 1 -7 -6 8

A 5 point rating for the 2 brands were taken on these attributes The above table has the percentage of respondents who gave each of these attributes a 4 or 5 The results were then normalized considering the Top 2 box, Top Box and mean scores. All three yielded similar results. Presented above is the normalized results for Top 2 boxes on 6 attributes.

Price Perception of Fiama being a higher priced shampoo although the price is around the same as that of Dove. This may be attributed to certain perceptions about the brand. Shampoo Availability No major difference in the availability of either of the brands. Reputed company Both brands came across as being from a major company. Product and Brand quality Dove clearly scores over Fiama on these 2 attributes even though as per the brief the blind tests indicated no difference in them Packaging Fiama scores over Dove here with possible explanations* being the shape of the old Dove bottle which made it lopsided and the thought of the colourful and attractive looking Fiama Body and Shower gels which come to mind easily.

*A no of the explanations given above are based on responses received during the Focus
Group Interviews.

Analytical technique used- Projective technique> Expressive Technique capturing spontaneous responses indicating TOM perception about the brand from respondents
Fiama Di Wills Dove 49 4 11 47 7 17

Categories of responses No. of respondents who didnt reply Reduction of categories on the basis of similarity of key words Some of the TOM words

Deepika Padukone, ITC Brand, Fresh, Fragrance

Soft and Silky hair, Soap, Ordinary Women, Quality, Gentle and moisturizing

Fiama
25%

20.0%
20%

15%

13.4%

10% 4.7% 3.3% 3.3% 2.7% 2.7% 2.7% 2.0% 2.0% 2.0% 2.0% 2.0% 2.0% 2.0% 1.3% Fiama % of Sample

5%

0%

Dove
Percentage of sample 12% 10.67% 10% 7.33% 8% 5.33% 5.33% 6% 4.00% 3.33% 3.33% 4% 2.67% 2.67% 2.67% 2.67% 2% 0%

Responses

The brand is an expert in shampoos , 11

Gives soft & smooth hair , 41

Has both natural and scientific ingredients , 55 Makes hair moisturised does not make hair dry , 13

Clear brand positioning but recall rate was very low 70% was aided The message was clear to people after showing them the ad

Is of Superior Quality , 28

Most often used brand

Repeat usage

Of the 55 people who thought that the ad message was Has both natural and scientific ingredients this was their usage pattern for Fiama Potential customers are understanding what the product stands for but that is not converting into daily usage
0 5 10 15 20 25 30 35

Trial usage

Awareness

7 people who said that Fiama is their most preferred brand

4 thought the ad message was : Gives soft & smooth hair

2
thought the ad message was : Has both natural and scientific ingredients 1 thought the ad message was : Is of Superior Quality
Fiama should maybe concentrate on positioning and communicating this feature Of this product !

30% of the total were of the opinion that Dove shampoo Ad emphasizes Moisturizing as one of its benefits
Less than 10% believe that its recommended by experts

Analysis of Perception of Dove Ad Responses The brand is an expert in shampoos Is of Superior Quality Is recommended by experts Makes hair moisturised does not make hair dry Gives soft & smooth hair Total 14 33 14 45 44 150

Gives soft & smooth hair 29%

The brand is an expert in shampoo s 10%

Is of Superior Quality 22%

Makes hair moisturis ed does not make hair dry 30%

Is recomme nded by experts 9%

Analysis of Perception of Dove Ad The brand is an expert in shampoos Is of Superior Quality Is recommended by experts Makes hair moisturised does not make hair dry Gives soft & smooth hair Total

Users that most of use DOVE shampoo 7 6 5 21 15 54

(%) 13% 11% 9% 39% 28%

Other brand loyalists 6 17 5 21 18 67

(%) 9% 25% 7% 31% 27%

36% listed their most commonly used shampoo as Dove.

Out of that almost 40% of users of dove believe that dove moisturizes their hair . Out of the other shampoo users, 31% have decoded correctly that Dove's main USP is its moisture therapy

DOVE
40 35 30 25 20 15 10 5 0 Male Female

The brand is an expert Is of Superior Quality in shampoos

50 45 40 35 30 25 20 15 10 5 0

FIAMA

Is recommended by Makes hair Gives soft & smooth experts moisturised does not hair make hair dry

Male Female

The brand is an expert Has both natural and Is of Superior Quality Makes hair Gives soft & smooth in shampoos scientific ingredients moisturised does not hair make hair dry

Product and brand quality has been successfully conveyed thorough advertisements. The regular users of Dove were well aware of the positioning that Dove had intended for the brand as a shampoo for ordinary Indian Women and a large number agreed with it. The use of ordinary women to portray the fact that the brand was ideally suited to the women of India worked very well.

The packaging of Fiama was considered superior to that of Dove by a number of participants and there wasnt much of a difference in the perception of the product quality. However the main issue that Fiama faced was its communication of the positioning and benefits of the brand. Even the use of Deepika to promote the brand didnt seem to work since even though she was recalled as the Brand Ambassador, the benefits communicated in advertisements did not get across to the target audience.