Western Influence, Indian Values & Personality.

Presented by : Akshay Sachdeva Akshi Dhingra Alisha Mahajan Abha Gianey Rohit Arora Nidhi Misra Ishita Nangru .Western Influence. Indian Values & Personality.

.Introduction  A personal care brand  Owned by HUL  Launched in India in the year 1995  Entered with only soaps  Hair care range launched in India in the year 2007.

Some Dove Hair Care Products Nourishing oil Dandruff care Intense repair Advance Color Therapy Pro age Therapy Shine Therapy Frizz Control Therapy .

based on price. Top Middle Lower .Domestic shampoo market Split into three tiers.

Consumer insight about Dove Issues addressed: Lightened or darkened hair Damaged hair Coloured hair Dry hair Frizzy hair .

About the Brand Attributes: Presence of Milk Lotion. Brand extension Tagline Benefits: Mild care Beautiful looking hair Value: Every woman can be beautiful .

Dove’s mission is to widen the definition of “Beauty”. simple and straight forward. They talked and campaigned about “Real Beauty” .Brand Personality (Encourages consumers to respond with feelings and emotions towards the brand)  Honest. They use real women in their campaigns and not models.

Personality and Colour White colour of Dove hair care products  Goodness  Purity  Refinement  Cleanliness  Chastity .

Promotion and Advertising B-E-A-U-T-I-F-U-L Campaign Capturing Mindshare (claim for longer. shinier and beautiful hair but in an innovative way) .

. with a difference. Collaboration with Yahoo! A ‘Dove Beautiful Hair Gallery’ was created.The steps were: Build awareness for the brand. Use of testimonials.

Challenges  Counter strategy of L’Oreal  Counter strategy of Dabur Vatika  Innovation and Improvement  Well informed consumers  Increase customer base .

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