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Brand Extension Analysis
Course: Brand Management
Instructor: Prof. Sameer Mathur
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 C...
Hair Care Market (retail % split by manufacturer)
Hindustan Unilever Ltd Dabur India Ltd
Marico Ltd L'Oréal India Pvt Ltd
...
The Brand
Launched in
US in 1957
Fastest growing hair
category brand in
India
Leading bar
brand in UK, US
and Canada
Prese...
Skin Care
Soaps, Body Wash,
Face Wash, Lotions
Hair Care
Shampoos,
Conditioners, Hair Oil
Anti-Perspirants
Deodorants
Port...
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...
Product
Premium shampoo range offering 5 variants with different benefits
Dryness Care
Nourishing Oil CareSplit end Rescue...
Price
180ml for Rs. 155
340ml for Rs. 279
All variants line-priced
Competitors’ Price Analysis
170ml for Rs. 155180ml for ...
Place
Modern Trade Outlets Chemists & Pharmacies
General Trade Stores Online retailers
Tier 1
&
Tier 2 cities
Promotio
Dove’s umbrella campaign across categories
Evolution Tick-box campaign Average beautiful campaign Real Beauty Ske...
Promotio
Dove Shampoos
Promotion
Television commercials
Price-off promotionsSocial media engagement
Youtube ads
Comparativ...
Positioning
Tier 1 and Tier 2
cities in India
Segmentat
ion
Demographic Geographic Behavioral
TargetingFemales
Age Group: ...
Positioning
Competitive Frame of Reference
Price
Protection from
hair damage
Hair fall repair
Dandruff care
Soft, smooth h...
Prochain SlideShare
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Dove Brand Extension

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  1. 1. Brand Extension Analysis Course: Brand Management Instructor: Prof. Sameer Mathur
  2. 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. 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. 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. 5. Skin Care Soaps, Body Wash, Face Wash, Lotions Hair Care Shampoos, Conditioners, Hair Oil Anti-Perspirants Deodorants Portfolio Source: www.dove.in
  6. 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. 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. 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. 9. Place Modern Trade Outlets Chemists & Pharmacies General Trade Stores Online retailers Tier 1 & Tier 2 cities
  10. 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. 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. 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. 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

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