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DOVE AS A BRAND

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Video

Perception of Beauty

FOOD FOR THOUGHT

What Perception/association is this communication trying to build?

THE REAL TRUTH ABOUT BEAUTY


3 of the women are very satisfied with their physical attractiveness. 8 of them describe themselves as beautiful. 22 strongly agree that the media creates false image of beauty. 26 wish the media should play more responsible role in portraying women s physical attractiveness including size and shape, across all ages.

PRODUCT PORTFOLIO

Face care

Hair Care

Hand wash

Soaps

Body Lotions

Body Wash

Deodorant

How successful has Dove's extension into other products been?

COMPARISON VIS--VIS COMPETITORS

Market Share Jul 2011 ( MS Val ) All India (U+R) All India Urban All India Metros Base Metros Modern Trade

Dove 9.5 12.0 14.4 14.5 23.8

Pantene 11.4 13.2 13.8 14.2 10.7

Garnier 3.1 4.2 4.8 4.9 6.5

DOVE AS A PRODUCT
Potential Augmented Extra Enzymes Expected No side effects, Good Quality Basic Cleansing Cream, Light on skin & hair

Core Basic Hygiene

Should Dove foray into men s range? Why or why not?

DOVE MENS CARE


Fastest growing men s brand in 2010 Market share increased by 2.8%, surpassing the goal of 2.0% Men care bar s repeat rate was 30% against a target of 24% Body wash repeat rate was 32% against a target of 27%

What meaning do customers associate with Dove as a brand?

BRAND IMAGE
Feature : Moisturizing bar not a soap

ATTRIBUTES
Exfoliate Unscented Calming

Different Colors: White, Pink, Light Green, Yellow

BENEFITS

Milder effect on skin

Reliable for daily use in the long run

BENEFITS

Effective Performance

Brand Promise of Real Beauty

PERFORMANCE High level of satisfaction among users

How will selecting a celebrity to promote the brand affect it?

Dove has partnered with celebs like Rashida Jones in US for their campaign Make Friends with Your Hair. Dove s looking for real women to get involved! Rashida said, But by sharing our experiences, women can learn from one another and find simple ways to take control of their tricky hair issues.

Dove can capture its potential customers by portraying the theme of Real Beauty in the aspiring Indian women. So it can collaborate with women known for their values and tenacity who have made it to the hall of fame through their sheer talent and dedication

What according to you are the challenges for the brand currently or in future?

Research on measurement of Brand Value done by McKinsey


S No 1 2 3 4 5 6 7 Factors Leadership Stability Internationality Support Protection Market Trend Implications and Explanations Leader in market share pricing Brand loyalty, stable market share International acceptance level Promotion and support by company Protected by trademark Market stability Long term future for brand Total Maximum score Dove Garnier 25 15 25 10 5 10 10 100 19 12 23 8 3 7 8 80 15 10 22 7 2 7 6 69 Lux 5 7 20 7 1 7 8 55

POTENTIAL CHALLENGES FOR DOVE


For Dove, the Brand index is 0.8, the highest among its competitors. So, in order to remain as a market leader and maintain its differentiation, huge expenditure on brand building The brand derives its strength not from a particular product but from the entire portfolio. So the entire brand stretch needs to be nurtured and developed

POTENTIAL CHALLENGES FOR DOVE


The brand dove is bigger than many brands and even companies in Asia and Europe. So, all the marketing decisions should be taken considering it as a separate brand rather than from the Unilever brand portfolio Dove s brand value is 1.485 billion Euros which should be communicated in the capital markets to support share prices and to obtain funding for expansion plans. It act as a hedge over hostile takeovers

REGION WISE PERFORMANCE Region Wise Performance


Dove
10.0 9.0 8.0 7.0 6.0 5.0 4.0 3.0 2.0 1.0 0.0 YEC07 YEC08 YEC09 YTD10 SQ09 DQ09 MQ10 JQ10 Jun-10 Jul-10 Aug-10

8.9 7.8 7.5 6.8 6.2 5.2 4.7 3.8 3.7 3.0 2.6 1.1 0.7 6.4 7.4 6.6 5.6 5.3 7.7 6.8 6.2 5.0

9.1 8.4 7.1 6.9 6.0 7.9 7.5 6.1

8.9 7.7 7.6 6.4

9.2 8.3 7.8 7.1

9.5 8.9 8.1 7.5

1.2 0.9

East

North

South

West

DOVE VIS--VIS COMPETITOR


16.0 14.0 12.0 12.0 10.0 8.0 6.0 4.0 2.0 0.0 YEC07 YEC08 YEC09 YTD10 SQ09 DQ09 MQ10 JQ10 JUN10 JUL10 AUG10 1.9 4.4 5.8 5.1 5.7 5.75.6 11.2 11.9 9.5 10.3 10.3 6.1 6.3 5.5 5.5 5.2 12.2 12.1 12.4 12.1 11.8 11.4 11.9 11.8 11.7 12.7 12.6 13.6 12.2

12.0

5.1

DOVE

PANTENE

GARNIER

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