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Dove

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by

inam nabi

on 28 May 2014

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Transcript of Dove

Adaptation
FONTS
Introduction
Conclusion
Dove : Feel The Beautiful Feeling All Over
Presented To: Miss Fatima Akhund
Presented By:
Saman Osmany
Mubashir Syed
Mahnoor Abdul Khaliq
Sabih Ahmed
Inam Nabi
World's third largest consumer goods company.
One of the oldest multinational companies.
Currently operating in over 100 countries.
Unilever
Dove
A personal care brand.
Manufactured in over 15 countries including Germany, India, Pakistan, Argentina and United States.
Sold in over 35 countries.
Dove
Product Life Cycle
Product is in the introductory phase
For being in the market for only 3 years
BCG Matrix
Buying Behavior
Segmentation And Targetting
Dove
Standardization
To create a realistic perception.
People can’t relate to the celebrities.
Dove is about real beauty and common women.
Real Women
CELEBRITIES
Factory
Warehouse/Depos
Wholesalers
Retailers
Higher-End Outlets
General Trade
Modern Trade
Sales Promotion Campaign
Discounts, Sales
No benefit for the trader
So that traders buy your product in bulk.
More traders approach you
No benefit for the customer
Promotional Budget Strategy
Competitive Parity
Affordability
Small Retailers
Distributors
Packaging
Brand name
Fragrance
Color and size
Price
Research/Survey
Sampling Process & Size
Areas Of Concern
Suggestions
How People Came To Know About Dove?
“Imagine a world where beauty is a source of confidence, not anxiety”.
Vision
“Dove is committed to helping women realize their personal potential for beauty by engaging them with products that deliver real care.”
Mission
The brand positions itself in the minds of the consumers by saying that it is not just any soap; it is an entire skin care product providing moisturizing benefits, beauty and care.
Positioning
Distribution Channels
Type Of Product
Competitors
Internal Competitors
External Competitors
vs.
Market Research Methods
Pre-Launch
Post Lauch
(Retail Audit)
Post Launch
(Consumer Panel)
Integrated Marketing Communication
Advertising
Reminder Advertising
Trade Promotion
Consumer Promotion
Public Relations
Pricing Strategy
Dove
Competitive Pricing
Pshycological Pricing
Dove
Reconsider Pricing
Improve Promotion
Special Thanks To Talal Khan (Assistant Brand Manager - Dove)
Full transcript