Dove Marketing

SAKSHI GUPTA excerpt Of The Product The Product chosen by me is dive gild is Hindustan Unilever Limited (HUL) Company Profile HUL is Indias considerablest FMCG Company with a span of oer 75 years. Having 35 flaws spanning 20 unequivocal categories such(prenominal) as soaps, laves, detergents, cosmetics, toothpastes, splutter disquiet, deodorants, tea, coffee, ice cream, pack set outd foods and water system purifiers, the Company is a part of the free-and-easy life of millions of consumers across India.Over 16,000 employees and annual disturbance of around Rs. 19, 401 crores (financial year 2010 2011). HUL is a subsidiary of Unilever and leading supplier of fast moving consumer goods with powerful local h grizzly in more than 100 countries altogether over the world with annual sales of close to 44 one million million for 2011. Unilever has about 52% sh beholding with HUL. Particulars Total Numbers Com mentsBrands More than 35 Well established brands catering to va rious trade place Segments Products More than 250 Huge comprehensive of increase family and product line invest retail cover geezerhood 600,000 Includes both on and off premise outlets Household bother 80% Every 2 in 3 Indian uses HUL product shelf availability 84% across India real(a) deep commercialise reach of squab plunks started off in the US in 1957 is leading brand of Unilever globally. squab is tradeed in 80 countries oecumenic with a localize of products from lotions, body washes, skin c atomic itemize 18 and moisturising creams.Dove copper c be cooking stove was brought to consumers in 1998 in Europe and in 2003 in North America. HUL launched the Dove pig care range in May, 2007 which include laves, conditioners, and revitalizing masks. Dove became the fastest suppuration wash brand in the inelegant in a short catch of time of around 13 months. The range claims to deliver the moisture promise of Dove. It has a specific formulation of chemica ls which are small-scale and soft to the skin composition. Dove enjoys a star position for damage require-to doe with and therapy. Dove has pig care products that refurbish damage to the vibrissa.The new Zero victimize System range includes daily therapy shampoo, ironical therapy shampoo and conditioner, breakage therapy shampoo, conditioner, serum and hair-mask. context Indian hair care is dissever into categories ?? Hair oil ?? Shampoo/conditioners, ?? styling products, ?? herbal tea remedies and ?? hair-dyes and colors. Sachet sales contribute approximately 40%,. Hair care and shampoos aims upper warmheartedness subdivisionalization, middle house and upper mark agrestic customers. trade is expanding to lower class too. Main consumer categories preyed are women. The routine of shampoo in Indian society has evolved with deviate magnitude rate.Today average usage in Indian population comes out to be2-3 times a week. Use of conditioners is still mostly in the su per indemnity segment. Indian women guide more shampoo as compared to Hesperian women because of thicker texture, longer average. Awareness counts for about 90% in urban areas giving 80% of total consumption whereas in rural areas awareness counts for about 80% which is for the be 20% of consumption. Competitors Market Scenario Product kinsperson Hair Care The hair care market in India is esteemd at $200 million with a harvest-feast of 3. 8% year by year. The hair care market includes . hair oils. 2. shampoos. 3. hair colorants & conditioners. 4. hair gels. Shampoos The shampoo market carries a value of Rs 4. 5 billion with market penetration level of exactly 13% in India. Shampoos are lendable in the form of shampoo bottles of varied volumes as well as 8ml sachets. Sachet makes up to 40% of the total shampoo sale. The shampoo market in India is divided into * enhancive * Anti-dandruff More than 50% of the population uses soaps for hair care. The shampoo penetration is that 30% in metros. The major players in the right aways shampoo market are HUL, and Procter & Gamble.Segmentation Market segmenting is dividing the market into groups of respective(prenominal) markets with akin requirements or involve that a company divides into distinct groups which have distinct ineluctably, wants, behavior or which might want different products & services. According to Philip Kotler, Market sectionalization is the sub dividing of market into consistent subsection may conceivably be selected as a market target to be reached with a distinct merchandise mix. Broadly, markets slew be divided correspond to a number of general criteria, such as by industry or public versus private. The concept f market naval division was first proposed as an alternate market development technique in imperfectly competitive markets that is, in markets where thither are relatively few competitors interchange an identical product. Where there are piles of competitor s selling identical products, market sectionalization and product specialisation produce similar results as competitors imitate your strategic go up more quickly and product specialty approaches meet market segment needs more closely. With an increasing proliferation of tastes in late society, consumers have increased disposable incomes.As a result, marketers have seek to design product and service offerings around consumer demand (market segmentation) more than around their own production needs (product differentiation) and they use market research to intercommunicate this process Since there a super number of competitors in the shampoo market selling almost identical products that have almost similar portions and properties market segmentation should be devised for Dove shampoos. The figure shows the types of segmentation taking into account various criteria. The relevant differentiators applicable to Dove shampoo is mentioned below. demographic AgeSexLevel of ed ucationSocial Class The target consumers would be the age class from preteens to old age. It is commonly nonice that there is no much differentiation in the usage patterns in sexual congress to age even though the attribute in the shampoos that is sought might metamorphose within different age groupsShampoos are use by both men and women although in varying degrees and frequencyDove is a premium shampoo primarily targeted at meliorate middle class consumersSocial Economic classes from B1 peculiarly the upper middle class and laid-back income groups would be likely to afford and be aware of the product. Geographic The primary consumers would be the Urban middle class and above. It would non be affordable for rural markets mental Psychographic It tries to change the psychology of an average flavor women that she can look equally beautiful. almost consumers have the perception that the chemicals in the shampoo render the Hair dry.The moisturizer concept can be use to address this Benefits sought Consumers hope to derive a number of benefits like Dandruff secure, Hair Therapy, Oil control through shampoo usage behavioural Product usage The products are used on an average of 2 to 3 times per week among almost all age categories with a slightly advanceder(prenominal) frequency for dandruff control Media usage The media usage of the target customers would be magazines newspapers and TVs so that confabulation efforts can be directed to these impart to cater to the prospective consumers Targeting The main target market is upper middle class and premium class people (higher socio economic group). It targets the Indian young women and focuses on real beauty of women widening the stereotype linear perspective of beauty. The targeting strategy can be presented as division of three aspects Age, Sex and Lifestyle. The age group segment of 17-50 years old women (mainly youngsters, Teens and Pre-Teens) who are socially active with or without jo b and belong to the premium section of the society.Dove Product Lifecycle Dove shampoo is in the festering stage * As Dove is becoming successful and sales has started to grow rapidly as it became established. BCG Matrix lead story Dove QUESTION MARK ? notes COWS DOGS BCG Matrix (Boston Consulting meeting Matrix) The BCG ground substance or Portfolio Analysis is a portfolio readiness model had been created by Bruce Henderson for the Boston Consulting Group in 1968 to help corporations with analysing their business units or product lines.This helps the company allocate resources and is used as an analytical tool in marketing, product, strategic management, and portfolio analysis. A high-growth product is for lesson a new one that we are trying to get to about market. It takes some effort and resources to market it, to build dissemination channels, and to build sales infrastructure, but it is a product that is expected to bring the metal(prenominal) in the future. A low-g rowth product is for moral an established product known by the market.Characteristics of this product do not change much, customers know what they are getting, and the price does not change much either. This product has only limited budget for marketing. There is the milking frighten that brings in the constant flow of cash. An case of this product would be regular Colgate toothpaste. * Stars whose high dispense and high growth procure the future * Cash cows that egress funds for that future growth and * unbelief marks to be converted into stars with the added funds. Stars * Dove shampoo has a high growth and high market share Dove is ahead of Pantene by a large margin in the category of shampoos. Its value share is 18. 6 per centime to Pantenes 10. 1 per cent. In the top sixsome metros of the country, Dove has a value share of 12. 6 per cent to Pantenes 11. 7 per cent. In urban India, Doves share is marginally behind Pantenes 11. 1 per cent at 10. 6 per cent, while, on an all-India basis, Dove is 7. 9 per cent to Pantenes 9. 4 per cent. * Highest Market luck -The company holds a 44% market share in the Indian shampoo industry. * *