Western Influence, Indian Values & Personality.

Western Influence, Indian Values & Personality.

Presented by : Akshay SachdevaAkshi Dhingra

Alisha MahajanAbha Gianey

Rohit AroraNidhi Misra

Ishita Nangru

Introduction A personal care brand

Owned by HUL

Launched in India in the year 1995

Entered with only soaps

Hair care range launched in India in the year 2007.

Some Dove Hair Care Products

Nourishing oilDandruff careIntense repairAdvance Color TherapyPro age TherapyShine TherapyFrizz Control Therapy

Domestic shampoo market

Split into three tiers, based on price.

Top

Middle

Lower

Consumer insight about Dove

Issues addressed:

Lightened or darkened hairDamaged hairColoured hairDry hairFrizzy hair

About the Brand

Attributes:Presence of Milk Lotion.Brand extension Tagline Benefits:Mild careBeautiful looking hairValue:Every woman can be beautiful

Brand Personality(Encourages consumers to respond with

feelings and emotions towards the brand)

Honest, simple and straight forward.They use real women in their campaigns and not models.Dove’s mission is to widen the definition of “Beauty”.They talked and campaigned about “Real Beauty”

Personality and Colour

White colour of Dove hair care products

Goodness Purity Refinement Cleanliness Chastity

Promotion and Advertising

B-E-A-U-T-I-F-U-L Campaign

Capturing Mindshare(claim for longer, shinier and beautiful hair but

in an innovative way)

The steps were:

Challenges

Counter strategy of L’Oreal Counter strategy of Dabur Vatika Innovation and Improvement Well informed consumers Increase customer base