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DOVE AS A BRAND

Presented By

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Perception of Beauty

Video

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What Perception/associationis this communication trying

to build?

FOODFOR THOUGHT

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3ofthe women are very satisfied with theirphysical attractiveness.

8 ofthemdescribe themselves as beautiful.

22 strongly agree that themedia creates falseimageofbeauty.

26 wish themedia shouldplaymoreresponsibleroleinportraying

womens physical attractiveness including size and shape, across all

ages.

THE REAL TRUTH ABOUT BEAUTY

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Facecare Hair Care Hand wash

Body Lotions Body Wash Deodorant

Soaps

PRODUCT PORTFOLIO

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How successful has

Dove's extensionintootherproducts been?

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Market ShareJul 2011 ( MS Val ) Dove Pantene Garnier

All India (U+R) 9.5 11.4 3.1

All India Urban 12.0 13.2 4.2

All India Metros 14.4 13.8 4.8

Base Metros 14.5 14.2 4.9

Modern Trade 23.8 10.7 6.5

COMPARISONVIS--VIS COMPETITORS

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Should Doveforay

intomens range?Whyor whynot?

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DOVE MENS CARE

Fastest growingmens brandin 2010

Market shareincreased by 2.8%, surpassing thegoalof

2.0%

Mencare bars repeat rate was 30% against a target of24%

Body wash repeat rate was 32% against a target of27%

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What meaningdocustomers associate

with D

ov

eas a b

ra

nd?

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Feature : Moisturizing barnot a soap

BRAND IMAGE

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Exfoliate

Unscented

Calming

Different Colors:

White, Pink, Light

Green, Yellow

ATTRIBUTES

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Mildereffect

on skin

Reliablefordaily

usein thelongrun

BENEFITS

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Effective

Performance

Brand Promise

ofReal Beauty

BENEFITS

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High levelofsatisfaction amongusers

PERFORMANCE

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How will selecting acelebrity topromote

the brand affect it?

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Dove has partnered with

celebs likeRashida Jones in

US for theircampaign

MakeFriends with Your

Hair. Doves lookingfor

real women togetinvolved!Rashida said,

But by sharingour

experiences, womencan

learnfromone another

andfind simple ways totakecontroloftheir tricky

hairissues.

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Dovecancaptureits potential

customers byportraying the theme

ofReal Beautyin the aspiringIndian women. Soit cancollaborate

with womenknownfor their values

and tenacity who havemadeit to the

hallof fame through their sheer

talent anddedication

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What according toyouare thechallenges for

the brandcurrentlyorin

future?

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S No Factors Implications and Explanations Maximum score Dove Garnier Lux

1 Leadership Leaderinmarket sharepricing 25 19 15 5

2 Stability Brandloyalty, stablemarket share 15 12 10 7

3 Internationality International acceptancelevel 25 23 22 20

4 Support Promotion and support bycompany 10 8 7 7

5 Protection Protected by trademark 5 3 2 1

6 Market Market stability 10 7 7 7

7 Trend Long termfuturefor brand 10 8 6 8

Total 100 80 69 55

Research onmeasurement of

BrandValuedone by McKinsey

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POTENTIAL CHALLENGES FORDOVE

For Dove, the Brandindexis 0.8, the highest amongits

competitors. So,inorder toremain as a market leader and

maintainits differentiation, hugeexpenditureon brand

building The brandderives its strength not from a particular

product but from theentireportfolio. So theentire brand

stretch needs to benurtured anddeveloped

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POTENTIAL CHALLENGES FORDOVE

The branddoveis bigger thanmany brands andeven

companies in Asia andEurope. So, all themarketing

decisions should be takenconsideringit as a separate brand

rather thanfrom theUnilever brandportfolio Doves brand valueis 1.485 billionEuros which should be

communicatedin thecapitalmarkets to support shareprices

and toobtainfundingforexpansionplans. It act as a hedge

ov

erh

ost

ileta

keov

ers

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Region Wise Performance

1.2

3.8

6.2

7.5

6.6 6.87.1

7.5 7.67.8 8.1

0.9

3.0

4.7

6.4

5.35.0

6.0 6.16.4

7.17.5

0.7

2.6

5.2

7.8

5.66.2

6.9

7.9 7.7 8.3

8.9

1.1

3.7

6.8

8.9

7.47.7 8.4

9.1 8.99.2

9.5

0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

9.0

10.0

YEC07 YEC08 YEC09 YTD10 SQ09 DQ09 MQ10 JQ10 Jun-10 Jul-10 Aug-10

Dove

East North South West

REGIONWISE PERFORMANCE

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1.9

5.8

9.5

12.1

10.3 10.311.4

12.1

11.8

12.6 13.612.0

11.2

12.2

11.9

12.012.4

11.8

11.9

12.7

11.7

12.2

4.4 5.1

5.7 5.75.6

6.1

6.3 5.55.5

5.1 5.2

0.0

2.0

4.0

6.0

8.0

10.0

12.0

14.0

16.0

YEC07 YEC08 YEC09 YTD10 SQ09 DQ09 MQ10 JQ10 JUN10 JUL10 AUG10

DOVE PANTENE GARNIER

DOVE VIS--VIS COMPETITOR

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Thanks foryourContribution