DOVE ELIXIRPrecious Hair Oils with Real

Ingredients

Brand Extension Analysis

Name: Sukriti Vijay ID: PGP30287 Section: A

Manufacturer

Beauty & Personal Care

Market size in 2014 for the category in India is~656,795.9 (INR mn)

HUL has the

highest share in

this category

*Based on 2014 data from Euromonitor-GMID

Companies market share

Unilever GroupColgate PalmolivePnGDaburL'OrealGodrejReckitt BenckiserITCWiproMaricoOthers

Real Beauty

Parent Brand

Dove’s Range of Products

• Launched in the US in 1957

• Leading brands of Unilever Global

• Presence in 80 countries

• Leading bar brand in UK, US &

Canada

• Fastest growing hair category

brand in India*Based on Winning Decisively-2014

Real Beauty

Parent Brand

Colgate

Fair & Lovely

Lifebuoy

Lux

Dabur

Godrej

Dove

Dettol

Lakme

Santoor

0 1 2 3 4 5 6 7 8%age Market Size

Dove is Ranked 7th in the Beauty and personal care category

*Based on 2014 data from Euromonitor-GMID

Hair Care in India

• Hair care grows by 17% in 2013 to reach INR135.2 billion

• With the launch of men-specific shampoos, hair care starts to become gender specific

• Colorants continues to record the fastest current value growth of 25% in 2013

• Average unit prices grow as consumers continue to buy higher priced shampoos with new claims

• Hindustan Unilever Ltd maintains lead with a value share of 12% in 2013

• Hair care is expected to have a value CAGR of 5% at constant 2013 prices to reach INR169.2 billion by 2018

Hair Care in IndiaHair care sector

*Based on www.consultmcg.com

Dove Hair Care

Market Share in India (2014)

Dabur Godrej Parachute Clinic Dove Others

*Based on 2014 data from Euromonitor-GMID

*Neilsen, All India, 2013

Hair Oil in IndiaChampi & Tel

maalish still popular trends

Hair dressers recommend regular head massages

with oil

Film celebrities such as SRK and Big B endorse

oil brands

Fear of chemicals harming the hair

Value add helps brands command a price

premium

Brand Extension• Premium end of the hair oil market

• Competes in the light hair oil segment• Launched in 3 variants to provide benefit

of• Hairfall rescue• Nourished shine• Dryness care

• Target market: Women aged 21-35 with hectic schedules

Brand Extension

33%

16%17%

11%

11%

9%

3%Value (Cr)

Coconut oilAmla hair oilLight hair oilCooling oilCoconut oil plusHair fallOthers

5%

23%

20%

3%

6%

22%

22%

% GrowthHair oil Segments

*Neilsen, All India, 2013

Light hair oil segment has grown 12.8% (~1357 Cr)

Dove Elixir has captured 0.2% of the light hair oil segment (~2.71 Cr)

Road Map to brand

Product

Place

Price

Promotion

Variety: Lavender & Olive Oil

Features: Dryness CareVariety: Rose & Almond

OilFeatures: Hair fall Rescue

ProductVariety: Hibiscus & Argan Oil

Features: Nourished Shine

Quality: Premium Light Hair oil

Brand Name: Elixir

Sizes: 90 ml

Design&

Packaging

“ The frequency of usage is less for hair oils, which builds a case for smaller packs. Thus, the premium price-point may not turn away customers”

-Gaurav Gupta, Senior Director, Deloitte India

Place

Apart from the channels used for distribution of Dove products• Elixir is available on online platforms• High end stores for premium priced

product

Price

178/- 185/- 185/- 185/- 167/-

Dove’s Price Range across online platforms – excluding the shipping charges

Dove’s relative positioning against other hair oil brands, as per price and quantity

Quanti

ty (

ml)

180

120

60

Price

(Rs)60 120 180

DOVEDABUR VATIKA

BAJAJ ALMOND

PARACHUTE AYURVEDIC

PARACHUTE ADVANSED HOT OIL • Traditionally

Dove has created masstige brands

• Elixir is far more premium than existing brands

Promotion

2 pc set of Elixir

Buy one get one free

50% off

Link to the Dove Elixir – Grandmom was right Adhttps://www.youtube.com/watch?v=txew7okPNGA

Link to the Dove Elixir – No overnight oiling Adhttps://www.youtube.com/watch?v=tp9uVnsrJPs

Link to the Dove Elixir – (Anniversary) Say something to your hair Adhttps://www.youtube.com/watch?v=w6WMDNbGzj0

Geographic

Region Across India (Considering only scope of study)

City Class-I & Class-II cities

Demographic

Age 21-35 years

Gender Female

Income Upper middle class (Rs. 120,001-160,000 p.a.) & High (above Rs. 160,000)

Occupation Working women (Professionals & Executives) &/or busy moms

Education Graduate/ post-graduate (General & Professional)

SEC A1, A2

Psychographic

Lifestyle Hectic Schedules

Personality

Hair & beauty conscious

Behavioral

Occasions Regular

Benefits Speed & Quality

User Rate Light(current oil users)

User Status Nonuser or potential user (current oil users)

Loyalty status

Medium & Strong(for Dove brand)

Market Segment

Consumer Profile

Beauty & Hair conscious

Follows traditional remedies for hair care

Hectic Schedules

Quick & efficient solution

Fascinated by exotic ingredients in traditional oil

Stigma with overnight oiling & not washing oil away

Positioning & Promotion

150 ml – Rs. 75

90 ml – Rs. 185

FamilyMid-segment

specialty hair oil

Men and WomenMid-segment

specialty hair oil

150 ml – Rs. 82

WomenTop-segment

Premium hair oil

Unilever’s Hair oil brands in the market

Tagline: Strong & Long

Tagline: Zero dandruff. Just fabulous hair.

Tagline: More beautiful hair

with every was

“do-good” ingredients,

constant like a mother’s in every

wash

Dual benefit of Clear tech and essential oils

Precious hair oil with real

ingredients

Over night oiling in 30 minutes

3 main perceived benefits

Emotional connect with “Grandmom was right” ad

Exotic ingredients with traditional oils

Inculcate forgotten habit into daily routine

Non-sticky oil in flashy bottle

Daily brandsTherapeutic

Brands

Dove Elixir

Competitive frame of reference

Other Competitors/ Substitutes• Shampoos and conditioners promising intense hair care (Livon,

Garnier, etc.)• Home remedies and hair spas providing quick & easy solution

Perceptual Map

Daily Therapeutic

High price

Low price

Dove

Dabur Vatika

Bajaj Almond

Parachute Ayurvedic

Parachute Advanced Hot Oil

Clinic Plus Vita Oil

Clear Anti-dandruff nourishing

Navratna Cool

Keo Karpin olive hair oil

Godrej Anoop

PARACHUTE Advanced therapie

Points of Parity

Points of Difference

Hair oil

Therapeutic in natureTraditional oil base

Quick solutionLight hair oil

Habit of oiling

Women Hectic schedule solution

Flashy bottle Exotic ingredients

Premium product

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