A PROJECT REPORT ON

MARKETING MIX OF DOVE SHAMPOO

CODE NO- 138220592017

MBA 2nd SEM

SUBMITTED BY :- SUBMITTED TO:-

JERRIN RACHEL ALIYAS Ms NEHA HAMILTON

ACKNOWLEDGEMENT

This project report is a result of efforts of a number of persons directly or indirectly associated. I

wish to acknowledge our deep appreciation for the valuable suggestion and guidance rendered to

me by them which has helped me in completing this project.

I am hearty thankful to Ms NEHA HAMILTON, for kindly approving this project work and

extending all the co-ordination for this.

MARKETING MIX

PRODUCT

Product Variety – Five varieties of Dove shampoos are available in the market. These treat various hair problems like split ends, hair fall, dullness and dryness of hair.

1. Dove Hair Fall Rescue: As per the researches by Dove, on an average a woman looses 100 strands of hair in one day. Dove has innovated ‘Dove hair Fall Rescue’ to reduce the hair fall from 100 to just 2.

2. Dove Intense Repair: Dove Intense Repair makes the hair stronger by repairing accumulated hair damage which is the prime reason for hair fall and hair breakage.

3. Dove Daily Shine: Hair get damaged daily due to the pollution and improper care. Dove

Daily Shine guards hair from daily damage and “Makes Normal Hair Beautiful”.

4. Dove Dryness Care: Dove Dryness Care has been especially formulated to provide soft smooth hair with less fly.

5. Dove Dandruff Care: 20% of shampoo market, nearly 186 crores is only for anti-dandruff shampoos. Dove has designed “Dove Dandruff Care” that treats dandruff with the combination of ZPTO and micro-moisture serum.

Quality- 1. Rich delicate foam 2. Pleasant fragrance 3. Remove dandruff efficiently4. Have moisturizing effect

Features: Dove has developed a superior range of hair damage repair solutions. It was possible only because of the successful researches of Dove that brought a change in the technology for shampoos.

1. Fiber-actives 2. Patented Micro-Moisture Serum 3. ZPTO for Dandruff treatment

Brand Name - Dove’s logo is an outline of the bird “Dove” representing nurture and care. Packaging - is quiet thoughtful and attractive. Sizes- Available in sizes of 8 ml; 100 ml; 200 ml and 375 ml

P RICE

8ml 100ml 200ml 375ml

Dove hairfall rescue

3 64 117 205

Dove intense repair

3 64 117 205

Dove daily shine shampoo

3 64 117 205

Dove dryness care

3 64 117 205

Dove dandruff care

3 69 134 215

PLACE:

For dove, HUL has 2.8 mn distinct outlets with directly servicing 1 million stores and 7000 stockists and distributers.

Sales & Distribution Network of Hindustan Unilever (HUL )

Then depending upon the type of products, sales, turnover and the number of retail counters a stockist is dealing with, the company has classified the stores into:

1) Super Value Stores 2) Smart /FLO 3) Unicare 4) Vijeta

The stockist apart from retail outlets deals with Modern retail outlets like shopper stop, pantaloon etc. The stockist also supplies the goods to CSD Canteens and bills them for the same and the difference in the amount is reimbursed by the company

Sales force behind the Distribution channelThe successful functioning of the distribution channel depend upon having a good and dedicated sales force. In the case of HUL (in a particular region) the sales are coordinated by Area sales manager (ASM), Activation Manager (AM), and a Territory Sales In charge (TSI). These people are working on behalf of HUL and are a Link between the stockist and the company. The goods moves to the stockists go-down by the company’s Truck. The stockist then appoints a (Re Stockist Salesman) RSSM who is required to collect the orders & payments from the retail outlets. The delivery is made by either cycle or through a van depending upon the size of the order. The lead time for delivery from the company is 1 day. The orders are also placed online using the CRM software of Unilever called “UNIFY”

Evaluation/ Selection of Channel MembersBased on the factors like the investment capacity, number of retail stores covered, appropriate Sales force, infrastructure etc., the stockists are evaluated and are selected by the company. Company’s policy is to work in advance payment mode. This is to ensure that the there is no delay in fulfilling the demand of the consumers and sufficient stocks are available to cover the entire range and categories of Dove shampoos.

PROMOTION

From 1995 to 2007, DOVE used to target young Indian population with the projection of its brand aiming at ‘perfect’ female population. The brand earlier portrayed its main theme for ‘perfect’ women as role models. Main objective was to form a brand image of leading and ‘best’ brand for beauty products and other personal care products enriching the skin with glow and maintaining beauty of beautiful women.

Advertising

Mission:

In 2008 mission of DOVE changed from increasing sales among beautiful women to concentrating over all age women without any categorization on the basis of looks. Its mission now stated –“to make women feel more beautiful every day by challenging today’s stereotypical view of beauty and inspiring women to take great care of them.”

Money:

The stage in PLC is ‘augmented product stage’ where this product has come up with sensitive augmented benefits like- damage therapy for hair and intense therapy for hair care.

Market share:

Dove enjoys the market share of 46.2% of total shampoo users of Indian population. Total shampoo users= 13% of 1.22bn=15.8 crHUL users= 46.2 % of 15.8 cr= 7.29cr DOVE users=21.8% of 7.29cr=1.58crMessage:

Message generation and selection: as a result of surveys and research it was found that- 90% of all women 15-64 worldwide want to change at least one aspect of their physical

appearance (with body weight ranking the highest). 67% of all women 15 to 64 withdraw from life-engaging activities due to feeling badly

about their looks (among them things like giving an opinion, going to school, going to the doctor).

61% of all women and 69% of girls (15 to 17) feel that their mother has had a positive influence on their feelings about themselves and their beauty.

91% feel the media and advertising need to do a better job of representing realistic images of women over 50.

97% believe society is less accepting of appearance considerations for women over 50 compared to their younger counterparts, especially when focused on the body.

Nearly 60% of women believe that if magazines were reflective of a population, a person would likely believe women over 50 do not exist.

87% of women believe they are too young to be old.

Message execution:

Message is executed by various advertisement strategies that no more included beautiful and slim models but the actual users- average looking woman. It launched ‘Dove Campaign for Real Beauty (CFRB)’ as its advertising campaign. It included following as its parts at different time periods to create awareness about the recent changes-

1) Daughters’ campaign: this was a sub campaign under CFRB which focused on young teenage girls who are sensitive about the way their looks are evolving with age. In the TV commercials and audio visuals young girls with different looks and different perceptions about their looks (spotty, fat, dull, pale, dark) were showed along with them gaining confidence as they look different and de-relating looks with self esteem or glamour.

2) Evolution is a campaign: it captured one of the first online- focused spot by any company. It derived its budget from daughter’s campaign. It aimed at providing as much exposure as possible to women through online means.

3) Dove self esteem fund: it included inspiring advertisements during major live events like Super Bowl where women were inspired to value the way they look and the way they perceive their looks.

4) Study ‘voice’: in voice, dove was advertised to gain attention of urban class as a premium product.

Thus main strategy was shifted from concentrating over the product to concentrating over the target customers- women of all ages and size. The message to be spread among them was that ‘each woman is beautiful, irrespective of her age or size

MEDIA:

Major media types used in advertisement campaigns are-

Print media Tv media Online media: www.campaignforrealbeauty.com is the website available for woman for

their information and cast their votes on the questionnaire given. Online dialogues are also brought up through blogs and discussion boards, research studies about beauty, reading articles and opinions of the users.

Billboards: Dove placed mobile billboards in major cities. Each billboard challenged women's notions of beauty by encouraging them to cast their votes online.

Sales promotion: activities related to sales promotion included

Free trial packs which were distributed along with newspapers to have a larger reach to the population for creating high level awareness.

Being a premium brand, DOVE has never been using coupons or samples as its promotional strategy. It positions itself as a urban (upper) class brand amongst HUL hair care brands. It formerly targets working class and upper class women. Thus providing cash refund offers or price packs, samples or free trial packs can harm its standard and image in the mind of consumers

.