Dove

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Western Influence, Indian Values & Personality.

Western Influence, Indian Values & Personality.


Presented by : Akshay Sachdeva Akshi Dhingra Alisha Mahajan Abha Gianey Rohit Arora Nidhi Misra Ishita Nangru

Introduction
A personal care brand Owned by HUL Launched in India in the year 1995

Entered with only soaps


Hair care range launched in India in the year 2007.

Some Dove Hair Care Products


Nourishing oil Dandruff care Intense repair Advance Color Therapy Pro age Therapy Shine Therapy Frizz Control Therapy

Domestic shampoo market


Split into three tiers, based on price.

Top
Middle Lower

Consumer insight about Dove


Issues addressed: Lightened or darkened hair Damaged hair Coloured hair Dry hair Frizzy hair

About the Brand


Attributes: Presence of Milk Lotion. Brand extension Tagline Benefits: Mild care Beautiful looking hair Value: Every woman can be beautiful

Brand Personality
(Encourages consumers to respond with feelings and emotions towards the brand) Honest, simple and straight forward. They use real women in their campaigns and not models. Doves mission is to widen the definition of Beauty. They talked and campaigned about Real Beauty

Personality and Colour


White colour of Dove hair care products
Goodness Purity Refinement Cleanliness Chastity

Promotion and Advertising


B-E-A-U-T-I-F-U-L Campaign
Capturing Mindshare (claim for longer, shinier and beautiful hair but in an innovative way)

The steps were:


Build awareness for the brand. Use of testimonials, with a difference. Collaboration with Yahoo! A Dove Beautiful Hair Gallery was created.

Challenges
Counter strategy of LOreal Counter strategy of Dabur Vatika Innovation and Improvement Well informed consumers Increase customer base

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