BRAND AND

PRODUCT
According 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
Owned by Unilever
Started its life in 1957 in U.S. with
BRAND
beauty soap
No.1 Dermatologist recommended
brand in U. S., Canada and France
Manufactured in
Argentina, Australia, Brazil, Canada, Ger
many, India, Indonesia, Ireland, Mexico,

Netherland, Pakistan, Philippines, Thail

and, 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 brands
Challenged the definition of beauty
Offers a range of products- Body
wash, shampoos, facial cleansers, hand
and body lotions, deo’s, conditioners
 DOVE BODY WASH
Launched in July 2004 in metros
and selected cities
Brand Derby’s report- a clear ‘Can
Do Better’
43%- not successful
5%- very successful
Saving 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 campaigns
Derby respondents- 21% ticked
‘don’t know’ against Dove body
wash
THE RUFFLED DOVE
 IRS 2010, MRUC and Hansa
Research- Indian consumers have
evolved and are ready to experience
superior bathing formats such as
liquids
Customization of Marketing Mix
4 P’s of Marketing
-Product
-Price
-Place
-Promotion
 PRODUCT
Benefit of body wash + gentle exfoliation scrub
Gives your skin a lively glow
Exfoliating beads will effectively get rid of the dead skin
cells
Gives your skin a polished and even texture
Contains 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 creamy
Smells divine
Lasts long
Don’t have to use body lotion after bath
Travel friendly
Sturdy 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
 PRICE
Price 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
HuMan
feeling
beautiful
 Loofah free
TV 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 pricing
Discounts
Gift packs
Free samples/ sachets in
malls
Interaction with public
through website
 FUTURE

Crème

Gentle
Exfoliating
Is it Love?
No, its