Description
The PPT talks about the Pricing and marketing strategy of DOVE. It points out the way Dove markets and sells it product
PRICING STRATEGY
Made By Mrinal Kumar-35281
Introduction
• Was launched in India in 1993 with soap range • It’s product range includes Bathing Soaps, Hair Care, Anti-perspirant Deodorants, Lotions & Creams • It’s target segment are Indian women who are looking for best quality beauty products • Positioned as a brand that celebrates the ‘Real Beauty’ of women
• The segmentation strategy is Demographic & Psychographic segmentation focusing on the desire of every common woman to look beautiful by providing them superior quality beauty products, especially working women • Point of Differentiation-Moisturizer and zero PH content • The Pricing Strategy followed by Dove is Premium Pricing
• Hence, it aims for Product-Quality leadership by focusing on providing the best quality at a premium price which customers are willing to pay since they perceive it to be a high quality product • Focus on providing unmet needs which no soap provided earlier like moisturizing and softness • Advertising focus on non-celeb models to connect with the common women & innovative Ads to convey the messages
Soap Category
• There are different variants like Cream Beauty Bar Fresh Moisture Bar Gentle Exfoliating Bar • Major competitors-Lux & Pears from the parent company & Fiama Di Wills & Vivel range from ITC • Price range from Rs 36-47 for 100 gm range
• Positions itself not as a soap but as a bathing bar having 1/4th moisturizer • Recent launch of Body wash which is a new product area • Variants such as Cucumber and Green Tea & Beauty Moisture Body wash • Premium price of Rs125 for 200 ml • Major competitors are Palmolive shower gel & Olay Body wash
Hair Care Range
• Shampoos which moisturizes the hair & protects against damage, & makes dry hair smooth & healthy • Priced at 139 for 200ml • Major competitors-Loreal Paris & Pantene by P&G • One of the fastest growing shampoo in the market • New areas product launch such as Dove Hair Conditioner
Conclusion
• Successful in creating a strong personal & emotional connection between brand & consumers • New product range to be Growth drivers • Very strong Brand Equity and recall among target segment • Dove was ranked as one of the most trusted brand in India by The Brand Trust Report 2011, because of its reputable prices
doc_726604033.pptx
The PPT talks about the Pricing and marketing strategy of DOVE. It points out the way Dove markets and sells it product
PRICING STRATEGY
Made By Mrinal Kumar-35281
Introduction
• Was launched in India in 1993 with soap range • It’s product range includes Bathing Soaps, Hair Care, Anti-perspirant Deodorants, Lotions & Creams • It’s target segment are Indian women who are looking for best quality beauty products • Positioned as a brand that celebrates the ‘Real Beauty’ of women
• The segmentation strategy is Demographic & Psychographic segmentation focusing on the desire of every common woman to look beautiful by providing them superior quality beauty products, especially working women • Point of Differentiation-Moisturizer and zero PH content • The Pricing Strategy followed by Dove is Premium Pricing
• Hence, it aims for Product-Quality leadership by focusing on providing the best quality at a premium price which customers are willing to pay since they perceive it to be a high quality product • Focus on providing unmet needs which no soap provided earlier like moisturizing and softness • Advertising focus on non-celeb models to connect with the common women & innovative Ads to convey the messages
Soap Category
• There are different variants like Cream Beauty Bar Fresh Moisture Bar Gentle Exfoliating Bar • Major competitors-Lux & Pears from the parent company & Fiama Di Wills & Vivel range from ITC • Price range from Rs 36-47 for 100 gm range
• Positions itself not as a soap but as a bathing bar having 1/4th moisturizer • Recent launch of Body wash which is a new product area • Variants such as Cucumber and Green Tea & Beauty Moisture Body wash • Premium price of Rs125 for 200 ml • Major competitors are Palmolive shower gel & Olay Body wash
Hair Care Range
• Shampoos which moisturizes the hair & protects against damage, & makes dry hair smooth & healthy • Priced at 139 for 200ml • Major competitors-Loreal Paris & Pantene by P&G • One of the fastest growing shampoo in the market • New areas product launch such as Dove Hair Conditioner
Conclusion
• Successful in creating a strong personal & emotional connection between brand & consumers • New product range to be Growth drivers • Very strong Brand Equity and recall among target segment • Dove was ranked as one of the most trusted brand in India by The Brand Trust Report 2011, because of its reputable prices
doc_726604033.pptx