Post on 07-Apr-2018
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Dove and Fiama Di Wills are both brands in the premiumsegment of shampoos. While it has been noticed that bothare equally good products, due to differences in the otherelements of marketing mix - Dove has been extremelysuccessful brand while Fiama has not.
Study the intended positions of the 2 brands and thenconduct a research among current users and lapsers of these
brands to determine:- How Dove has been so successful and what should it do in the near
future to maintain (or grow) its position
What have been the reasons ofFiamas failure and what correctiveaction it needs to take now
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Determine what elements of the Marketing Mix for Dovehave made it successful and what will aid its growth in thefuture.
Determine which elements of the marketing mix for FiamaDi Wills need to be changed to and how in order to build thebrand.
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Primary Data Collection Information gathering for Dove and Fiama
in terms of product, price and marketing strategy
Secondary Data Collection Qualitative
Focus group study
Quantitative
Questionnaire 10 questions Intercept study
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FOCUS GROUP PARTICIPANT DEMOGRAPHICS FORM
DATE : TIME : PLACE ID NO:
Your gender Male FemaleWhich shampoo do
you use currently Dove FiamaOther _______
How long have you
been using this
shampoo? Less than 1 month More than 1
month More than 2months
How many times do
you use the shampoo
in a weeks time? Once Twice More than twice
Do you use a
conditioner along with
shampoo?
No Yes. Conditioner ofsame brand as
shampoo Yes. Conditioner ofa different brand
specific ________
Your age 15- 25 26- 35 36- 45 46- 55
56- 65
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Packaging Transparent and attractive color ,bottles were liked, bottle capconvenient and liked the shape of the bottleLooks like an award
Price/Purchase Behavior - None knew the actual price of the bottle. Liked buying theconditioner and shampoo package
Brand Perception -Knew ITC, knew the body wash and soap. Color associations purple/white (color of bottle)
Advertising/Promotion Liked the scheme of getting ear-rings.Tried shampoo through free sachets.
Strong association with Deepika Padukone. But some people confused it withNeutrogena because of Deepika. Ad gives a fresh feel. Its too pseudo-scientific Toomany technical words Ad has too much content
Reasons for lapsingDidnt suit hair, hair became dry, rough and hair-fall.Thought it was high end but after using it seems like a low end product. Could not believeits an ITC product
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PackagingNormal, Easy to hold, Stable base, Attractive, Sleek, Subtle colours, Big bottles have the dispenserwhich is very convenient,Prefer old packing which had 3 colours(now they have to actually read the name as all are 1 colour),
Price/Purchase BehaviourPrice guesses were more or less accurate, Liked the soap so tried the shampoo
Brand PerceptionTried it because of the brand name, Works well on any hair type, Makes hair smell really goodColour associations white(soap, moisturizer and dove ads), mauve(shampoo bottle that colour),blue(purity)
Advertising/PromotionAssociated with happy faces, bunch of women talking, Major focus to make hair soft, Ad recall very
high can recognize ad without brand name shown.New ad concepts trying too hard, almost fakeAssociate it with Celebrity Katrina Kaif(White, pure, delicate, etc), General perception was that itdoesnt need a brand ambassador,
If Dove were a person , she would be A Model, Independent, Woman with substance,Quality oriented, Healthy girl, Glowing skin, Soft, Supple- 30-40 years old
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Target Group Users of premium segment shampoos
Age : 18 45 years Used shampoo at least twice a week
Sample
150 respondents from Goa covered inQuantitative phase.
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Sample proportion
97
45
3
Age Group Percentage
18 25 years old
26 35 years old
36 45 years old
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0
20
40
60
80
100
120
140
160
Dove Fiama Garnier H&S Pantene
Awareness-Usage Pattern
Aware Trial Usage Repeat Usage Most often used brand
Dove Fiama Garnier H&S Pantene
Trial/Awareness 77% 41% 72% 70% 71%
Repeat/Trial 70% 31% 61% 55% 54%
MOUB/Repeat 68% 37% 30% 38% 31%
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A 5 point rating for the 2 brands were taken on theseattributes
The above table has the percentage of respondents whogave each of these attributes a 4 or 5
The results were then normalized considering the Top 2 box,Top Box and mean scores. All three yielded similar results.
Presented above is the normalized results for Top 2 boxes on
6 attributes.
Dove Fiama
Price -4 4
Shampoo Availability 2 -2
Reputed company -1 1
Product Quality 7 -7
Brand Quality 6 -6
Packaging -8 8
Dove Fiama Row Mean
Price 59 33 46
Shampoo Availability 73 37 55
Reputed company 86 54 70
Shampoo Quality 77 31 54
Brand Quality 80 36 58Packaging 66 48 57
Column Mean 73 40 57
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Price Perception of Fiama being a higher priced shampoo although theprice is around the same as that of Dove. This may be attributed tocertain perceptions about the brand.
Shampoo Availability No major difference in the availability of either ofthe brands.
Reputed company Both brands came across as being from a majorcompany.
Product and Brand quality Dove clearly scores over Fiama on these 2attributes even though as per the brief the blind tests indicated nodifference in them
Packaging Fiama scores over Dove here with possible explanations*being the shape of the old Dove bottle which made it lopsided and thethought of the colourful and attractive looking Fiama Body and Showergels which come to mind easily.
*A no of the explanations given above are based on responses received during the FocusGroup Interviews.
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Analytical technique used- Projectivetechnique> Expressive Technique capturingspontaneous responses indicating TOMperception about the brand from respondents
Fiama Di Wills Dove
Categories of responses 47 49
No. of respondents whodidnt reply
7 4
Reduction of categories onthe basis of similarity of keywords
17 11
Some of the TOM words Deepika Padukone, ITCBrand, Fresh, Fragrance
Soft and Silky hair, Soap,Ordinary Women,
Quality, Gentle andmoisturizing
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20.0%
13.4%
4.7%3.3% 3.3%
2.7% 2.7% 2.7%2.0% 2.0% 2.0% 2.0% 2.0% 2.0% 2.0%
1.3%
0%
5%
10%
15%
20%
25%
Fiama
Fiama % of Sample
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10.67%
7.33%
5.33% 5.33% 4.00% 3.33% 3.33% 2.67% 2.67% 2.67% 2.67%
0%
2%
4%6%
8%
10%
12%
Percentageof
sample
Responses
Dove
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Clear brandpositioning butrecall rate wasvery low 70%was aided
The message wasclear to peopleafter showingthem the ad
The brand is an
expert in
shampoos , 11
Has both natural
and scientific
ingredients , 55
Is of Superior
Quality , 28
Makes hairmoisturised doesnot make hair dry ,
13
Gives soft &
smooth hair , 41
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0 5 10 15 20 25 30 35
Awareness
Trial usage
Repeat usage
Most often used brand
Of the 55 people who thoughtthat the ad message was Hasboth natural and scientificingredients this was theirusage pattern for Fiama
Potential customers areunderstanding what theproduct stands for but that isnot converting into daily usage
7 people who said that Fiama is their most preferred brand
4thought the ad message was : Gives soft & smooth hair
2 thought the ad message was : Has both natural and scientific ingredients1 thought the ad message was : Is of Superior Quality
Fiama should maybe concentrate on positioning and communicating this featureOf this product !
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30% of the total were of the opinionthat Dove shampoo Ad emphasizesMoisturizing as one of its benefits
Less than 10% believe that itsrecommended by experts
The
brand is
an expertin
shampoo
s10% Is of
Superior
Quality
22%
Is
recomme
nded by
experts
9%
Makes
hair
moisturis
ed does
not make
hair dry
30%
Gives soft& smooth
hair29%Analysis of Perception of Dove Ad Responses
The brand is an expert in shampoos 14
Is of Superior Quality 33
Is recommended by experts 14Makes hair moisturised does not
make hair dry 45
Gives soft & smooth hair 44
Total 150
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Analysis of Perception of Dove AdUsers that most of use
DOVE shampoo (%)Other brand
loyalists (%)
The brand is an expert in shampoos 7 13% 6 9%
Is of Superior Quality 6 11% 17 25%
Is recommended by experts 5 9% 5 7%
Makes hair moisturised does not make hair dry 21 39% 21 31%Gives soft & smooth hair 15 28% 18 27%
Total 54 67
36% listed their most commonly used shampoo as Dove.
Out of that almost 40% of users of dove believe that dove moisturizes their hair.
Out of the other shampoo users, 31% have decoded correctly that Dove's main USPis its moisture therapy
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0
5
10
15
20
25
3035
40
45
50
The brand is an expert
in shampoos
Has both natural and
scientific ingredients
Is of Superior Quality Makes hair
moisturised
does notmake hair dry
Gives soft & smooth
hair
Male
Female
05
10
15
20
25
30
35
40
The brand is an expert
in shampoos
Is of Superior Quality Is recommended by
experts
Makes hair
moisturised does not
make hair dry
Gives soft & smooth
hair
Male
Female
DOVE
FIAMA
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Product and brand quality has been successfullyconveyed thorough advertisements.
The regular users of Dove were well aware of thepositioning that Dove had intended for the brandas a shampoo for ordinary Indian Women and alarge number agreed with it.
The use of ordinary women to portray the factthat the brand was ideally suited to the women ofIndia worked very well.
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The packaging of Fiama was considered superior to that of
Dove by a number of participants and there wasnt much of
a difference in the perception of the product quality.
However the main issue that Fiama faced was its
communication of the positioning and benefits of the
brand.
Even the use of Deepika to promote the brand didnt seemto work since even though she was recalled as the Brand
Ambassador, the benefits communicated in advertisements
did not get across to the target audience.
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