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Group Members Himani Chowhan 13031Hetanshi Desai13030Palak Aggrawal-13047Isha Agrawal- 13033Anubhav Lal 130007Sayalee Deore 13061
INTRODUCTION► Personal care-brand owned by UNILIVER
► Started in 1957
► Came to India in 1995
► Imported and marketed by HUL
►2004-Uniliver won the “MARKETER” of the year for
its DOVE brand
Product Range
Beauty soap
Shampoo
Body washFace care
(Women& Men)
Deodorants
Colgate52%Pepsodent &
Close up22%
Dabur14%
Others12%
Present Market Share of
toothpaste in India
Survey Analysis Which toothpaste do you use?
Sales
Colgate totalColgate kidsPepsodentClose-upBabool
35%
25%
20%
10%
5%
FOR CHILDREN Do you like flavours in your toothpaste?
Acceptance
YES
NO
70%30%
Which flavours do you like?
45%
Flavourscupcake(vanilla) cranberry chocolate
35%
25%
If the flavour was liked, then would the children convince their mom to buy it?
YES80%
NO20%
FOR YOUTH AND ADULTSDo you use dove products?
YES65%
NO35%
50%
40%
10%
Very Good Good Average
How would you rate the product knowing that it has a wide range of products for men and women?
30%
26%
43%
Yes No Maybe
If dove launched mouthcare products would you use it?
Segmentation GEOGRAPHIC Urban areas
Sub-urban areas BEHAVIOURAL Daily use
Teeth Whitening
Freshness
Anti-Decay
Flavors for kids DEMOGRAPHIC Family
Income
Age
Targeting Target customers – Adults, Youngsters, Kids
Dove mouth care will be currently into Selective
Specialization
Dove Kids for children
Dove floss for the sub-urban and urban
consumer
This type of Targeting means targeting different
markets with different products.
Positioning
Trusted and High quality product
Dove grizzle toothpaste infused with cooling
crystals giving freshness a whole new
dimension with soothing taste
Floss for anti cavity for 24hour germ protection
Value for money
superior germ fighting formulation
INTRODUCING
DOVE
MOUTHCARE
Mouth Care Products
Dove mouth care
Dove Grizzle
toothpaste
Dove Dental floss
Dove Kidstoothpaste
DOVE WHITENING AND
FRESHNING TOOTHPASTE
High Cleaning Silica and
Polyphosphates,
The polyphosphates are ingredients
widely used to prevent surface teeth
staining due to plaque formation.
one shade whiter teeth in just one
week by brushing twice a day
Can be it is advised to use the
product daily.
Decay protection.
Protects all the areas of teeth even
where the tooth brush does not
reach.
Protect against root caries.
Repairs early decay spots.
Dove Dental Floss
Kids touch
Out of the three flavor- dove
chocolate and dove
cupcake(vanilla) were preferred
the most
Flavors helps prevent cavities
with dove’s special fluoride
formula, antioxidant levels and
long hrs of freshness
Even if the child swallows the
toothpaste it doesn’t cause any
harm to the body.
Place Competition with home brands like
pepsodent close up. With Colgate occupying the largest
market share. Competitive advantage- having one
distribution channel to provide products to the retailers.
More popular in metropolitan cities.
Distribution Channel
Company
Clearing and
forwarding
agents
Distributor
Wholesaler
Retailer Malls and
hyper markets
Customer
Price Based on competitor’s price Cost of mouth care products Grizzle toothpaste(freshness &
whitening) 70grms : 55Rs 150grms : 105Rs Dental floss 250ml : 95Rs 500ml : 170Rs Kid care toothpaste :70 grms Chocolate : 75Rs Cupcake(vanilla) : 85Rs (as vanilla extract is little
exp)
ADV.COST Television -6 crores
Radio – 50 lakhs (93.5 & 94.3 FM)
Outdoor -3 crores
Magazines – 1.5 crore
Newspapers- 2 crores(Times of India)
Promotional -2.5 crore
Promotion Advertising
Print media Outdoor Broadcast Promotional 1)Magazines 1) Billboards media activities 2)Newspapers 2) Transit media 1)T.V 1) Free trial packs
3) kiosk 2) F.M 2) Dental camps 3) Digital 3) Mall activities 4)
Sponsorships in reality shows
and shows
Colgate52%Pepsodent , Close
up & Dove30%
Dabur10%
Others8%
Expected Market Share
THANK YOU