Dove Brand Extension

1. Brand Extension Analysis
Course: Brand Management
Instructor: Prof. Sameer Mathur

2. Expected to
reach INR170
billion by
2018
Grew by 17%
in 2013 to
reach INR
135.2 billion
CAGR of
16.13% from
2009-13
Hair Care Category in
India 30,061.10
32,389.70
36,726.90
41,476.10
46,799.80
2009 2010 2011 2012 2013
Shampoo Segment (INR million)
CAGR of 12.06% between 2009-2013
HIGHLY FRAGMENTED
Dove
Dove had a market share of 4.4% in 2014
SHAMPOO
SEGMENT
CONSTITUTED 35%
OF HAIR CARE IN
2013
Shampoo segment’s
contribution to hair care
in 2013 (value wise)
Source: Euromonitor
Source: Euromonitor

3. Hair Care Market (retail % split by manufacturer)
Hindustan Unilever Ltd Dabur India Ltd
Marico Ltd L'Oréal India Pvt Ltd
Procter & Gamble Home Products Ltd Godrej Consumer Products Ltd
Emami Ltd Hygienic Research Institute
CavinKare Pvt Ltd Bajaj Consumer Care Ltd
Dey's Medical Stores Mfg Ltd Amway India Enterprises Pvt Ltd
ITC Ltd Wella India Haircosmetics Pvt Ltd
Henkel India Ltd Himalaya Drug Co, The
Others
About the
Manufacturer
Net sales of INR 258.1bn and profits
of INR 30 bn in previous financial year
Leader in the overall
beauty and personal care
in India in 2013 with a
30% market share
Leader in 7 out of 10 main
categories
Widest product portfolio with strong presence in
some of the fastest-growing categories HUL had a market share of
17% in 2013 in hair care
categorySource: EuromonitorSource: Company Annual Report

4. The Brand
Launched in
US in 1957
Fastest growing hair
category brand in
India
Leading bar
brand in UK, US
and Canada
Presence in 80
countries
worldwide
Launched in India in
1993
Source: Company Website

5. Skin Care
Soaps, Body Wash,
Face Wash, Lotions
Hair Care
Shampoos,
Conditioners, Hair Oil
Anti-Perspirants
Deodorants
Portfolio
Source: www.dove.in

6. 18.8
17.5 17.3 16.6
3.4 3.7
4.1 4.3
0
2
4
6
8
10
12
14
16
18
20
2010 2011 2012 2013
Share in Hair Care: % Value (2010-2013)
Hindustan Unilever Ltd Dove
The Brand Extension
Fastest growing shampoo brand in India
Dove entered the shampoo market in 2007
Offers 5 Variants
Source: Euromonitor
Dove Shampoos

7. Product
Premium shampoo range offering 5 variants with different benefits
Dryness Care
Nourishing Oil CareSplit end Rescue
Dandruff Care Hair fall Rescue
With one-quarter moisturizing milk

8. Price
180ml for Rs. 155
340ml for Rs. 279
All variants line-priced
Competitors’ Price Analysis
170ml for Rs. 155180ml for Rs. 125 175ml for Rs. 145
175ml for Rs. 120
3 SKUs: 180ml, 340ml, 650ml
650ml for Rs. 410
180ml for Rs. 155 175ml for Rs. 135
Premium pricing as compared to most competitors
H&S more expensive than Dove

9. Place
Modern Trade Outlets Chemists & Pharmacies
General Trade Stores Online retailers
Tier 1
&
Tier 2 cities

10. Promotio
Dove’s umbrella campaign across categories
Evolution Tick-box campaign Average beautiful campaign Real Beauty Sketches
Make more women feel beautiful everyday

11. Promotio
Dove Shampoos
Promotion
Television commercials
Price-off promotionsSocial media engagement
Youtube ads
Comparative marketing: Hoardings
Online marketing
Ordinary “Real” women featured in all forms of advertisements: No celebrity brand endorsement

12. Positioning
Tier 1 and Tier 2
cities in India
Segmentat
ion
Demographic Geographic Behavioral
TargetingFemales
Age Group: 18-34yrs
High Income groups
Upper middle class
Women who love to
experiment with
their hair
Women who want
damage-free hair
PositioningOne-fourth moisturizing milk
Dove protects your hair from damage
Experiment with your hair without worrying about hair damage

13. Positioning
Competitive Frame of Reference
Price
Protection from
hair damage
Hair fall repair
Dandruff care
Soft, smooth hair
1/4th Moisturizing milk
Repairs damaged hair
POD
POP
Crucial POD: Repairs hair which are damaged from coloring, straightening,
curling
Gives women the confidence to experiment with their hair and look
beautiful