Post on 16-Aug-2015
Submitted to: Prof. Sameer MathurSubmitted by: Radhika Mittal PGP30163 Section A +91-8574760419
radhika.mittal77@gmail.com
Unilever’s Dove Brand extension into Shampoo Category
Hindustan Unilever Ltd.
2009 2010 2011 2012 2013 2014
18.618.9
17.7 17.5
16.8
16.2
Unilever's Indian Hair care market share (%)
Source: Beauty and Personal Care- Euromonitor from trade sources/national statistics
Hindustan Unilever continued to lead overall beauty and personal care in India in 2013 with a 30% value share.
One of the main contributors continue to be hair care with 16.2% value share.
It occupies 47% of the Indian shampoo market worth INR 5200 crore.
Beauty & Personal
Care
Bath and Shower
Colour cosmetics
Deodarants Hair Care Skin Care
30
47
29.523.9
16.2
50.5
Value share of different categories 2013 (%)
Indian Hair care and Shampoo Industry overview
Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade source
2009 2010 2011 2012 2013 2014
7344081873
97906
115844
135213
154683
Hair care market in India (INR mn)
2008 2009 2010 2011 2012 2013
2648330061
3239036727
4147646800
Shampoo market in India (INR mn)
Value CAGR % 2008-2013 2013-2018
Shampoo 12.1 1.8
Hair Care 16.1 4.6
Hair care expected to have a CAGR of 5% at constant 2013 prices
Expected to reach INR169.2 billion market by 2018
Hair care grows by 17% in 2013 to reach INR135.2 billion
By 2015, 55% of shampoo users to be of less than 20 years of age
5.7%5.4%
5.3%
4.4%
4.3%
74.9%
Brand shares of Hair care (Value) 2013
Clinic Plus Dabur Parachute Godrej Dove Others
Leading brands in Hair care Industry
• Dove is ranked 5th with 4.3% value share amongst the leading hair care brands in India.
• Clinic plus leads the market with 5.7% value share.
Fastest growing brand with 235% growth in first 2 years
Variants in shampoo category are Daily Shine, Dryness Care, Dandruff Care, Hair Fall Rescue, Intense Repair Therapy, Nourishing Oil Care and Colour Rescue
Dove forays into Indian hair care market in 2007
2010 2011 2012 2013
3.43.7
4.1 4.3
% value share in Indian market
Dove Hair care products
Segmentation-Targeting-PositioningDove Shampoo
Demographic Segmentation
• Women of age group 18+ years
• Women who are well aware about beauty and personal care
• Women who can afford the product as they have high purchasing power and fall in upper-middle and upper class
Psychographic Segmentation
• Women who are concerned about their health physically and emotionally
• Friendly and outgoing by nature
• Women who love to stay beautiful
• Beauty for dove incorporates all ages, body shapes and sizes
• Targets women of all ages, shapes and sizes
• Targets high income groups and upper middle class
• Connects with mothers to help their daughters believe in their unique beauty
Target Group
Dove does not position itself to help you ‘become’ beautiful…
…Dove positions itself to help you be beautiful as you have always been!
Dove positioned to redefine beauty…
Marketing Mix- 4P’s
Marketing Mix: Product
• Available in 7 Variants as shown in next slide
• Bottle Packaging is available in multiple sizes: 180 ml, 340 ml, 650 ml
• Sachet packaging is available in 8ml and 25ml travel package size
Evolution in Packaging
Nourishing Oil Care
Hair fall rescue
Split end Rescue
Dryness Rescue
Dandruff Rescue
Daily Shine
Intense Repair
Dove Shampoo Variants
Marketing Mix: Price
Content Price
80 ml 75
180 ml 155
350 ml 275
480 ml 330
650 ml 420
• Initially expensively priced
• Lowered prices attracting upper middle class
• Price quality inferences worked for Dove
Marketing Mix: Place
Source: Shampoo Consumption in Rural Areas –An Empirical Study of Selected Villages of Anand District-Sept 2014
• Preferred by 24% in rural areas followed by Sun silk (23%) and Pantene (21%)
• Anti-dandruff shampoo SKU did not enjoy much patronage amongst rural masses
• Chik sachet sales enjoys leadership
Marketing Mix: Promotion
Societal Marketing Concept
Educate girls and women
Healthy perception and
self-esteem
Celebrating Bond!
Mother’s Day
Friendship Day
Celebrated real women at the heart of everything the brand does and believes
Real women are the brand’s true inspiration
Dove got women to experience ‘Real’ Dove difference with various campaigns
Dove celebrates Real Beauty…
Dove Revolutionary Campaigns
Self-Estee
m
Real Beauty
Strong role models build strong self-esteem!
Competitive Frame of Reference
Real women endorse brand and not actors!
Other brandsDove
Word of mouth not a challenge for Dove!
PanteneDove
It's not about glamour or fame. It's about every woman and the beauty in each of us. That's what Dove is all about. And that's why more women trust their skin to Dove
POPs PODs
• Similar Pricing
• Large range of variants available
• Shape of the bottle
• Suitable for different hair problems
• Available in different sizes
• Celebrates Real Beauty
• No glamour or fame
• Brand enjoys ‘trust’ amongst users
• Logo supports the promise of Softness
and Gentleness
Brand without Artifice…
References
https://hbr.org/2012/04/ries-trout-were-wrong-brand-ex/
http://articles.economictimes.indiatimes.com/2009-10-07/news/27642060_1_dove-toilet-soap-brand-hair-c
are
http://www.dove.in/en/Products/Hair-Care/default.aspx
http://www.hul.co.in/brands-in-action/detail/Dove/303749/
http://www.superbrands.com/turkeysb/trcopy/files/doveing_3873.pdf
http://www.portal.euromonitor.com/portal/statistics/tab
http://www.portal.euromonitor.com/portal/analysis/tab
http://articles.economictimes.indiatimes.com/2015-03-18/news/60249509_1_pantene-shampoo-clinic-plus
http://economictimes.indiatimes.com/topic/Dove-shampoos
http://www.marketwatch.com/story/unilever-warns-on-outlook-as-sales-growth-slows-2014-10-23
http://www.wsj.com/articles/unilever-flags-challenging-outlook-as-sales-growth-slows-1414046570
http://business.mapsofindia.com/top-brands-india/top-shampoo-brands-in-india.html
http://www.hul.co.in/brands-in-action/detail/Dove/303749/
Thank You