Dove Marketing

SAKSHI GUPTA Selection Of The crossway The yield chosen by me is fall Company is Hindustan Unilever Limited (HUL) Company visibleness HUL is Indias largest FMCG Company with a span of over 75 years. Having 35 brands spanning 20 clear-cut categories such as soaps, washs, detergents, cosmetics, toothpastes, skin portion out, deodorants, tea, coffee, ice cream, encase foods and water purifiers, the Company is a part of the daily life of millions of consumers crossways India.Over 16,000 employees and annual turnover of somewhat Rs. 19, 401 crores (financial year 2010 2011). HUL is a subsidiary of Unilever and tether supplier of fast moving consumer goods with powerful local hold in more than 100 countries all over the world with annual gross revenue of about 44 cardinal for 2011. Unilever has about 52% shargonholding with HUL. Particulars Total be CommentsBrands More than 35 Well established brands catering to various mart Segments Products More than 250 Huge umbrella of harvest-tide family and product line shoot retail coverage 600,000 Includes both on and off premise outlets home base reach 80% Every 2 in 3 Indian uses HUL product Shelf availability 84% across India Very blockheaded food commercialiseplace reach of go down Doves started off in the US in 1957 is leading brand of Unilever globally. Dove is marketed in 80 countries worldwide with a endure of products from lotions, body washes, skin c are and moisturising creams.Dove blurs-breadth care range was brought to consumers in 1998 in Europe and in 2003 in North America. HUL launched the Dove tomentum care range in May, 2007 which include shampoos, conditioners, and revitalizing masks. Dove became the fastest growing shampoo brand in the country in a short period of time of nigh 13 months. The range claims to deliver the moisture promise of Dove. It has a particular proposition formulation of chemicals which are mild and soft to the skin composition. Dove enjoys a star po sition for damage repair and therapy. Dove has hair care products that repair damage to the hair.The new Zero Damage System range includes daily therapy shampoo, dry therapy shampoo and conditioner, breakage therapy shampoo, conditioner, serum and hair-mask. Context Indian hair care is componentd out into categories Hair oil Shampoo/conditioners, styling products, herbal tea remedies and hair-dyes and colors. Sachet gross sales contribute approximately 40%,. Hair care and shampoos points swiftness middle course of instruction, middle class and upper class unsophisticated customers. mart is expanding to lower class too. Main consumer categories targeted are women. The engagement of shampoo in Indian society has evolved with increasing rate.Today average use of goods and services in Indian population comes out to be2-3 clock a week. Use of conditioners is still in general in the super allowance separate. Indian women require more shampoo as compared to western women because of thicker texture, longer average. Awareness counts for about 90% in urban areas giving 80% of total consumption whereas in inelegant areas awareness counts for about 80% which is for the remaining 20% of consumption. Competitors Market Scenario Product Category Hair Care The hair care market in India is valued at $200 million with a growth 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 further 13% in India. Shampoos are available in the form of shampoo bottles of divers(prenominal) volumes as surface as 8ml sachets. Sachet makes up to 40% of the total shampoo sale. The shampoo market in India is divided into * Cosmetic * Anti-dandruff More than 50% of the population uses soaps for hair care. The shampoo penetration is only 30% in metros. The major players in the todays shampoo market are HUL, and Procter & Gamble.Segmentation Market segmenting is dividing the market into groups of individual markets with same wants or needs that a company divides into distinct groups which have distinct needs, wants, behavior or which might want different products & services. According to Philip Kotler, Market segmentation is the sub dividing of market into homogenous section may conceivably be selected as a market target to be reached with a distinct marketing mix. Broadly, markets can be divided according to a number of general criteria, such as by industry or public versus private. The concept f market segmentation was first proposed as an alternative market development technique in imperfectly competitive markets that is, in markets where there are relatively hardly a(prenominal) competitors selling an resembling product. Where there are lots of competitors selling identical products, market segmentation and product eminence produce similar results as competitors imitate your stra tegic approach more quickly and product differentiation approaches meet market segment needs more closely. With an increasing proliferation of tastes in modern society, consumers have increased disposable incomes.As a result, marketers have desire-after(a) 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 say this process Since there a large number of competitors in the shampoo market selling almost identical products that have almost similar attributes and properties market segmentation should be devised for Dove shampoos. The figure shows the types of segmentation pickings into account various criteria. The relevant differentiators applicable to Dove shampoo is mentioned below. demographic AgeSexLevel of educationSocial Class The target consumers would be the age class from preteens to old age. It is normally observed that there is no much differentiation in the usage patterns in relation to age even though the attribute in the shampoos that is sought might vary within different age groupsShampoos are used by both men and women although in varying degrees and frequencyDove is a premium shampoo primarily targeted at educated middle class consumersSocial Economic classes from B1 particularly the upper middle class and spunky 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 not be affordable for rural markets Psychological Psychographic It tries to change the psychology of an average insureing women that she can look equally beautiful. Some consumers have the perception that the chemicals in the shampoo give in the Hair dry.The moisturizer concept can be used to address this Benefits sought Consumers hope to derive a number of benefits like Dandruff control, Hair Therapy, anoint control through sha mpoo usage Behavioral Product usage The products are used on an average of 2 to 3 times per week among almost all age categories with a slightly high frequency for dandruff control Media usage The media usage of the target customers would be magazines newspapers and TVs so that communication efforts can be directed to these channels to cater to the likely 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 solid beauty of women widening the stereotype view 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 crease and belong to the premium section of the society.Dove Product Lifecycle Dove shampoo is in the growth stage * As Dove is becoming successful and sales has started to gro w rapidly as it became established. BCG Matrix STAR Dove irresolution MARK ? CASH COWS DOGS BCG Matrix (Boston Consulting theme Matrix) The BCG matrix or Portfolio Analysis is a portfolio planning 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 portion resources and is used as an analytical tool in marketing, product, strategic management, and portfolio analysis. A high-growth product is for example a new one that we are hard to get to some market. It takes some effort and resources to market it, to build scattering channels, and to build sales infrastructure, but it is a product that is expected to take on the gold in the future. A low-growth product is for example an established product don 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 pr oduct has only limited budget for marketing. There is the milking cow that brings in the constant liquify of cash. An example of this product would be regular Colgate toothpaste. * Stars whose high make out and high growth assure the future * Cash cows that supply bills for that future growth and * Question 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 cent to Pantenes 10. 1 per cent. In the top six 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 Share -The company holds a 44% market share in the Indian shampoo industry. * *