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Consumer

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Submitted By jayantsiddharth
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Introduction

Dove is a personal care brand owned by Unilever, a multinational corporation that owns more than 400 brands mostly selling either food and beverages or toiletries. Dove is sold in more than 35 countries and is used by both men and women.

1940 Formula for dove bar(mild soap)
1950 Refined to original Dove Beauty Bar
1960 Launched in the market
1970 Popularity increased as a milder soap
1980 Leading brand recommended by physicians
1990 Dove beauty wash successfully launched
1995 Dove came to India
1995-2001 Extension of Dove’s range of products

Dove claims not to dry out the skin the way soap does, the formula came from military research

Dove as the soap, or cleansing bar, as HUL executives would call it accounts for only Rs 200 crore. The rest comes from hair care, a category that Dove entered in India about two years back. The rise of modern trade formats and an evolving consumer has also ensured that even emerging categories like body washes and hair conditioners get more buyers.

Dove has capitalised on this trend. Apart from distribution in modern format stores, where Dove claims to be one of the leading brands with 11.54% share, the brand has also entered adjacent categories. In body washes, Dove claims to be nearly 19% of the market, while hair conditioners gets the brand sales of around Rs 40 crore.

Segmentation

Dove is the largest premium brand in the Hindustan Unilever portfolio," says Rajaram Narayanan, vice president, hair care and Lakme, HUL. Now the Dove portfolio delivers Rs 400 crore in sales.

Dove has segmented and targeted the market towards urban areas as it is being positioned and repositioned as the premium brand like, mildest soap, trail for result. Globally it is not soap but a cream bar

Continuously evolving the campaign
Strong emotional touch
Continuous innovation

It tries to change the psychology of an average looking women that she can look equally beautiful.

Targets girls and women of all ages, shapes and sizes. Especially targets the working women as they have busy schedules and cannot take out time for themselves so by using one soap they can get the benefits of soap as well as a moisturizer

Maximum moisturizing content. As the add campaign of dove says that use it on half of your face and see the difference. -Consumers perceive high prices as an indicator of quality. -Dove products are priced at a premium. -High levels of perceived qualities with price just high enough not to be out of customers. -A combination of moisturizer and softness so as to satisfy the particular need which was earlier not met. -
Focused on women (―non models‖)– beautiful in their own way. -Based on global study on perceptions and attitudes of women with regard to personal beauty and well-being. -Point of differentiation-moisturizer and pH =O and also met consumer needs. -Strong personal, emotional connection between brand and consumers.

LIFEBUOY

The brand was launched a 100 years back in India by Unilever during epidemics as a powerful germicidal and a disinfectant. Since it's launch, Lifebuoy maintained its positioning as a germ killer. It was the typical Indian consumer behavior, I suppose, that lead to a change Lifebuoy's strategy in marketing their product. Lifebuoy, like all other brands in India, faced a challenge to establish a reach in rural India, where soap wasn't heavily used product. Establishing the connect reflected in product's low price and company invested in awareness campaigns.

The red-hard soap was a success for many reasons against the competitive products that later arrived. The rugged looking affordable soap was hard and didn't dilute much in water and therefore lasted longer - which became a major plus. Old people said "Nothing gets wasted in India". People started using the skinny piece of soap, after it was being decently used for bath, as the toilet soap and was kept separately. Liquid soaps arrived late in India and no soap specialized as a hand wash soap.

With the advent of competitive brands over years, that focused on fragrance and smoothness, the cheap hard soap was left outside the bathroom for toilet use and hand wash. This eventually became an opportunity for Lifebuoy to re-establish itself as a Hand Wash soap and leverage upon its pre-set positioning. Company has heavily advertised and invested in both liquid and solid forms - introduced fragrances and make it more creamy.

targeted lower & middle income group, primarily rural consumers moved on to high prices following the process of trading up strong distribution channel targeted towards rural initially in positioned as a male brand then moved onto family brand globally its positioned as a disinfectant positioned as value for money and a soap that lasts long

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