CAMPUS IIM RAIPUR TEAM NAME STALWARTS 1. Rahul Kadudhuri 2. KS Akshay 3.

Rahul Kr
TEAM MEMBERS Tiwari
 INSTRUCTIONS
LIME 11 Case Study Case Submissions

• For LIME Registrations, Case Study Problem, • Mention your Team and Campus names on Slide 1
Solution Template and Submissions log on to:
Dare2Compete: http://bit.ly/LIME_11 • Answer each question precisely & within the space

• No other slide/appendix will be considered while

considering the solutions – pls follow the one pager per
category submission strictly

• You can use images, charts or videos to present your ideas

• Font Name- Calibri (Body) | Font Size >= 12

• Size of submission should not exceed 10 MB

• Follow the below file naming convention in the final PPT

submission: <Campus Name>_<Team Name>

Shortlists for all LIME 11 Rounds will be declared exclusively on Unilever Diaries Instagram Page
Dove Skin Cleansing
CATEGORY CONSUMER JOURNEY
Dove as a brand needs no introduction. The products if offered for distinct application
will attract new prospects. Dove skin cleansing is different from other brands in its soft
and soothing feel which can be banked upon to generate interest in prospects and to
compel them to try by targeting specific segments. Once they try the products in the
specific conditions, there is high probability of them becoming promoters. Digital
marketing will be used mostly to create touch points with new prospects.
COHORT NAME COHORT DESCRIPTION
Middle class women and teenaged
Women preferring
girls who go for waxing. All tier 1, tier
waxing
2 & tier 3 cities can be targeted.
People living in J&K, HP, Uttarakhand
etc. Also, travelers visiting these
Cold Area Dwellers
places can also be targeted and
pursued.
Pregnant women can be targeted in
all tier cities. Dove lotion can be an
Pregnant woman
easy and accessible means to counter
dryness due to stretching of skin.
Fitness freaks and sports enthusiasts
Sports & Fitness
have least time to spend for skin care
enthusiasts
and thus prefer a single product that
can be reliable and saves time.
VARIABLES USED TO HYPER-
SEGMENT
• Actions or events causing skin dryness
• Time conscious consumers who prefer fast and easy to use products
• User habits
UNIQUE MESSAGING PRECISION
FOR COHORT MARKETING PLAN
• Data can be gathered for customers
“Waxed skin can feel irritating. Get the warmth
opting for waxing from spas
of Dove Shea Butter and Vanilla Body lotion to
• Tie up can be made with such spas for
feel that smoothness for long”
promoting Dove products
“Don’t let dry skin ruin your holidays, use • Touring and Hiking agencies can be
Essential Nourishment Body lotion. It penetrates contacted for data of prospects
deep down the skin and its essential minerals • Kits can be offered to the travelers
keep the skin hydrated for long” through these agencies
“Keep your baby bump nourished and hydrated, • Hospitals and maternity centers can be
use Essential Nourishment Body lotion. It contacted for data collection
penetrates deep down the skin and its essential • Obstetricians can be tapped to suggest
minerals keep the skin hydrated for long” Dove to pregnant women
• Collaboration with Gyms and fitness
“Don’t let dust and sweat come between you
centers for user data collection
and fitness. Use Go Fresh Face Wash, Go
• Customized products information to be
carefree”
shared with such prospects
Dove Hair VARIABLES USED TO HYPER-
CATEGORY CONSUMER JOURNEY SEGMENT

Focus here is to remarket Dove hair care products to specific consumers. The product uses can
be diversified to cater to different applications. Dove shampoo range is mostly directed towards • User habits
women and is marketed as mild and moisture based shampoo. This can be used to attract • Response to change in external environment
prospects who have high chances of hair damage and would prefer a mild shampoo to avoid • Beauty conscious
more damage from other shampoos in market which are perceived as more chemical laden. • Rough and carefreeness of teenagers in handling their hair
Digital marketing will be used mostly to create touch points with new prospects.

UNIQUE MESSAGING PRECISION

COHORT NAME COHORT DESCRIPTION
FOR COHORT MARKETING PLAN
• Supermarkets and retail chains can be
Men and women both who use hair “With Doves Intense Repair and Dryness care tapped to get data of dye users and
dyes. Teenagers and adults both are Shampoo, Now let your hair do the talking. their buying habits and then they can
Hair Dye users
included in this segment Color your hair without any concern” be approached via digital marketing
• Dove shampoo can be placed on
shelves alongside hair dyes

Students, government & private • New buyers can be segregated from

“Take over the new city with confidence. Dove
People moving to new employees etc. who move to a new supermarkets data and can be
Nourishing Oil Care Shampoo makes you feel at
locations city who attribute their hair fall to specifically targeted with personalized
home”
change in water and environment ads

• Premium saloons can be partnered with

All the premium saloons provide
head shower before or after
Premium Saloons
trimming, good shampoo will play a
major role in customer retention
“Impress your customers with the Silky Touch
to display Dove hair care products
and Irresistible Smooth hair. Give your
• Regular saloon customers can be
customers the ultimate saloon experience with
approached with specific products to
Dove nourishing secrets shampoo”
cater their immediate needs

“Class is permanent, and now, even STYLE is.

Mostly teenagers and adults below • Similar approach to hair dyes.
Hair Gel and spray Dove’s new Regenerative Repair Shampoo
30. Mostly single, employed or • Dove shampoo and conditioners can be
Users washes away hair gel in a single wash and
students. kept on shelves near to hair gels
prevents hair fall”