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