A PROJECT REPORT ON

MARKETING MIX OF DOVE SHAMPOO

CODE NO- 138220592017

MBA 2nd SEM




SUBMITTED BY :- SUBMITTED TO:-
JERRIN RACHEL ALIYAS Ms NEHA HAMILTON









ACKNOWLEDGEMENT

This project report is a result of efforts of a number of persons directly or indirectly associated. I
wish to acknowledge our deep appreciation for the valuable suggestion and guidance rendered to
me by them which has helped me in completing this project.
I am hearty thankful to Ms NEHA HAMILTON, for kindly approving this project work and
extending all the co-ordination for this.







MARKETING MIX



PRODUCT



Product Variety Five varieties of Dove shampoos are available in the market. These
treat various hair problems like split ends, hair fall, dullness and dryness of hair.

1. Dove Hair Fall Rescue: As per the researches by Dove, on an average a woman
looses 100 strands of hair in one day. Dove has innovated Dove hair Fall Rescue
to reduce the hair fall from 100 to just 2.















2. Dove Intense Repair: Dove Intense Repair makes the hair stronger by repairing
accumulated hair damage which is the prime reason for hair fall and hair breakage.


3. Dove Daily Shine: Hair get damaged daily due to the pollution and improper care.
Dove







Daily Shine guards hair from daily damage and Makes Normal Hair Beautiful.

















4. Dove Dryness Care: Dove Dryness Care has been especially formulated to provide
soft smooth hair with less fly.



5. Dove Dandruff Care: 20% of shampoo market, nearly 186 crores is only for anti-
dandruff shampoos. Dove has designed Dove Dandruff Care that treats dandruff
with the combination of ZPTO and micro-moisture serum.

Quality-
1. Rich delicate foam
2. Pleasant fragrance
3. Remove dandruff efficiently
4. Have moisturizing effect

Features: Dove has developed a superior range of hair damage repair solutions. It was
possible only because of the successful researches of Dove that brought a change in the
technology for shampoos.
1. Fiber-actives
2. Patented Micro-Moisture Serum
3. ZPTO for Dandruff treatment
Brand Name - Doves logo is an outline of the bird Dove representing nurture and
care.
Packaging - is quiet thoughtful and attractive.
Sizes- Available in sizes of 8 ml; 100 ml; 200 ml and 375 ml










PRICE




8ml 100ml 200ml

375ml
Dove hairfall
rescue
3 64 117 205
Dove intense
repair
3

64 117 205
Dove daily shine
shampoo
3 64 117 205
Dove dryness
care
3 64 117 205
Dove dandruff
care
3 69 134 215










PLACE:





For dove, HUL has 2.8 mn distinct outlets with directly servicing 1 million stores and 7000
stockists and distributers.





















Sales & Distribution Network of Hindustan Unilever (HUL)

























Then depending upon the type of products, sales, turnover and the number of retail counters a
stockist is dealing with, the company has classified the stores into:

1) Super Value Stores
2) Smart /FLO
3) Unicare
4) Vijeta
The stockist apart from retail outlets deals with Modern retail outlets like shopper stop,
pantaloon etc. The stockist also supplies the goods to CSD Canteens and bills them for the same
and the difference in the amount is reimbursed by the company


Sales force behind the Distribution channel
The successful functioning of the distribution channel depend upon having a good and dedicated
sales force. In the case of HUL (in a particular region) the sales are coordinated by Area sales
manager (ASM), Activation Manager (AM), and a Territory Sales In charge (TSI). These people
are working on behalf of HUL and are a Link between the stockist and the company. The goods
moves to the stockists go-down by the companys Truck. The stockist then appoints a (Re
Stockist Salesman) RSSM who is required to collect the orders & payments from the retail
outlets. The delivery is made by either cycle or through a van depending upon the size of the
order. The lead time for delivery from the company is 1 day. The orders are also placed online
using the CRM software of Unilever called UNIFY

Evaluation/ Selection of Channel Members
Based on the factors like the investment capacity, number of retail stores covered, appropriate
Sales force, infrastructure etc., the stockists are evaluated and are selected by the company.
Companys policy is to work in advance payment mode. This is to ensure that the there is no
delay in fulfilling the demand of the consumers and sufficient stocks are available to cover the
entire range and categories of Dove shampoos.





















PROMOTION




From 1995 to 2007, DOVE used to target young Indian population with the projection of its
brand aiming at perfect female population. The brand earlier portrayed its main theme for
perfect women as role models. Main objective was to form a brand image of leading and best
brand for beauty products and other personal care products enriching the skin with glow and
maintaining beauty of beautiful women.






Advertising

Mission:

In 2008 mission of DOVE changed from increasing sales among beautiful women to
concentrating over all age women without any categorization on the basis of looks. Its mission
now stated to make women feel more beautiful every day by challenging todays stereotypical
view of beauty and inspiring women to take great care of them.

Money:

The stage in PLC is augmented product stage where this product has come up with sensitive
augmented benefits like- damage therapy for hair and intense therapy for hair care.




Market share:

Dove enjoys the market share of 46.2% of total shampoo users of Indian
population. Total shampoo users= 13% of 1.22bn=15.8 cr
HUL users= 46.2 % of 15.8 cr=
7.29cr DOVE users=21.8% of
7.29cr=1.58cr
Message:

Message generation and selection: as a result of surveys and research it was found that-
90% of all women 15-64 worldwide want to change at least one aspect of their physical
appearance (with body weight ranking the highest).
67% of all women 15 to 64 withdraw from life-engaging activities due to feeling badly
about their looks (among them things like giving an opinion, going to school, going to the
doctor).
61% of all women and 69% of girls (15 to 17) feel that their mother has had a positive
influence on their feelings about themselves and their beauty.
91% feel the media and advertising need to do a better job of representing realistic
images of women over 50.
97% believe society is less accepting of appearance considerations for women over 50
compared to their younger counterparts, especially when focused on the body.
Nearly 60% of women believe that if magazines were reflective of a population, a person
would likely believe women over 50 do not exist.
87% of women believe they are too young to be old.







Message execution:

Message is executed by various advertisement strategies that no more included beautiful
and slim models but the actual users- average looking woman. It launched Dove Campaign for
Real Beauty (CFRB) as its advertising campaign. It included following as its parts at different
time periods to create awareness about the recent changes-

1) Daughters campaign: this was a sub campaign under CFRB which focused on young
teenage girls who are sensitive about the way their looks are evolving with age. In the TV
commercials and audio visuals young girls with different looks and different perceptions
about their looks (spotty, fat, dull, pale, dark) were showed along with them gaining
confidence as they look different and de-relating looks with self esteem or glamour.
2) Evolution is a campaign: it captured one of the first online- focused spot by any
company.
It derived its budget from daughters campaign. It aimed at providing as much exposure
as possible to women through online means.

3) Dove self esteem fund: it included inspiring advertisements during major live events like
Super Bowl where women were inspired to value the way they look and the way they
perceive their looks.
4) Study voice: in voice, dove was advertised to gain attention of urban class as a premium
product.

Thus main strategy was shifted from concentrating over the product to concentrating over the
target customers- women of all ages and size. The message to be spread among them was that
each woman is beautiful, irrespective of her age or size





MEDIA:


Major media types used in advertisement campaigns are-

Print media
Tv media
Online media: www.campaignforrealbeauty.com is the website available for woman for
their information and cast their votes on the questionnaire given. Online dialogues are
also brought up through blogs and discussion boards, research studies about beauty,
reading articles and opinions of the users.
Billboards: Dove placed mobile billboards in major cities. Each billboard challenged
women's notions of beauty by encouraging them to cast their votes online.

Sales promotion: activities related to sales promotion included














Free trial packs which were distributed along with newspapers to have a larger reach to
the population for creating high level awareness.

Being a premium brand, DOVE has never been using coupons or samples as its promotional
strategy. It positions itself as a urban (upper) class brand amongst HUL hair care brands. It
formerly targets working class and upper class women. Thus providing cash refund offers or
price packs, samples or free trial packs can harm its standard and image in the mind of
consumers






.