dove levitt model[1]
TRANSCRIPT
By:-Pankaj Jariyal - 22Sreejith M P - 34Siddharth Anath - 57Siddharth Singh - 58Uday Patial – 61Vibhash Anand Vibhuti - 64
EVOLUTION OF BRAND ‘DOVE’
1940
Formula for Dove Bar (Mild Soap)
1950
Refined to original Dove Beauty Bar
1957
Launched in the market
1970
Popularity Increased as a milder soap
1995-2000
Extension of Dove’s range of products
2002
Campaign for Real Beauty
2005Self Esteem Campaign
DOVE - BRAND EXTENSION
•Original•Silk Dry•Clear Touch
•Crème•Fresh Moisture•Gentle Exfoliating
•Dove Intensive Repair•Hair Fall Rescue•Daily Shine•Dryness Care•Dandruff Care
World’s No1 Cleansing Brand
Dove Spa’s
Dove Shower Gel, Dove Shampoo
Dove Sensitive Bar
Dove Blue Bar
CORE PRODUCT
Description Dove Blue Bar
Core Product
In-Store Position Moisturizing Soap for mild skin
Models of Consumption Every day Bath
BASIC PRODUCT (CORE RANGE EXTENSION)
Description New Format or Flavor as addition to core product Range
Linkage to Core Format
In-Store Position Directly next to Core-Range
Models of Consumption Similar Type of Usage to Core Product, though could be different occasion
EXPECTED PRODUCT (DIRECT STRETCH)
Description Stretched into adjacent markets with a direct link to core range
Linkage to Core Reason to believe and/or complementary usage
In-Store Position Close to core range, same fixture
Models of Consumption Similar Type of Usage to Core Product, though could be different occasion
AUGMENT LEVELDescription Addition of intangible
features into the product
Linkage to Core Badge Value
In-Store Position Different stores or sections of a
‘flagship brand’ store
Models of Consumption Very Varied
POTENTIAL PRODUCT (INDIRECT STRETCH)
Description Stretched to a more distant market with less obvious link to core range or reflection of customers delight
Linkage to Core Umbrella concept and brand personality
In-Store Position Further from core range.
Models of Consumption This is where the manufacturer becomes not just a "supplier," but a partner with the customer
MARKETING STRATEGY
10
INTERVIEWS
ADVERTISING
BILLBOARDS
PANEL DISCUSSIO
NS
TV COMMER
CIALS
PROGRAMS
THE DOVE SELF-
ESTEEM FUND
WEBSITE
Unconventional strategy
Strong emotional touch
Cross-selling Possibilities
Effective advertising, Free publicity
Continuously evolving the campaign
THANK YOU