Dove Unilever
1. Preparing and structuring advice on products and services: Dove shampoo
Responding to new competitive conditions in its business environment, Unilever corporation has evolved into one of the foremost transnational companies and began to penetrate the home and personal market (Boone and Van Den Vosch, 1996; Maljers, 1992). With the marketing leverage and established brand name of Unilever, Dove became a success story shortly after its launch. The accomplishment of Dove has largely been built on Unilever's ability to target the right consumers by offering quality and consumer-friendly products. Thus, despite the intense competition provided for by companies such as Procter and Gamble and Colgate-Palmolive, Dove remained to be on top of the market.
Today, Dove is the biggest personal care brand by the leading multi-local multinational company, Unilever. Having been introduced for the first time as a skin-cleansing product, Dove is now a 2.5 billion euros brand.
Today, there are a plethora of options available from shampoos and conditioners to hair dyes and post wash products. I focus on the shampoo segment, which is considered to be one of the fastest growing segment in the hair care industry. Shampoo industry is estimated at Rs 14 bn and is growing at an average rate of 20% per annum. According to AC Nielsen, shampoo is one of the fastest growing categories within FMCG sector and is expected to grow at 25% per annum in the coming years.
Segmentation:
The shampoo industry is segmented on benefit platforms: cosmetic(shine, health and strength), anti dandruff (AD) and herbal. 20% of the total shampoo market is accounted by the AD shampoos. The AD segment is the fastest growing segment, growing at 10% to 12 % every year. 2. Researching market availability of product Dove has a long range of brands including soaps, body washes and hair care shampoos and conditioners and the ways by which the soaps and body washes for skincare and shampoos and
Responding to new competitive conditions in its business environment, Unilever corporation has evolved into one of the foremost transnational companies and began to penetrate the home and personal market (Boone and Van Den Vosch, 1996; Maljers, 1992). With the marketing leverage and established brand name of Unilever, Dove became a success story shortly after its launch. The accomplishment of Dove has largely been built on Unilever's ability to target the right consumers by offering quality and consumer-friendly products. Thus, despite the intense competition provided for by companies such as Procter and Gamble and Colgate-Palmolive, Dove remained to be on top of the market.
Today, Dove is the biggest personal care brand by the leading multi-local multinational company, Unilever. Having been introduced for the first time as a skin-cleansing product, Dove is now a 2.5 billion euros brand.
Today, there are a plethora of options available from shampoos and conditioners to hair dyes and post wash products. I focus on the shampoo segment, which is considered to be one of the fastest growing segment in the hair care industry. Shampoo industry is estimated at Rs 14 bn and is growing at an average rate of 20% per annum. According to AC Nielsen, shampoo is one of the fastest growing categories within FMCG sector and is expected to grow at 25% per annum in the coming years.
Segmentation:
The shampoo industry is segmented on benefit platforms: cosmetic(shine, health and strength), anti dandruff (AD) and herbal. 20% of the total shampoo market is accounted by the AD shampoos. The AD segment is the fastest growing segment, growing at 10% to 12 % every year. 2. Researching market availability of product Dove has a long range of brands including soaps, body washes and hair care shampoos and conditioners and the ways by which the soaps and body washes for skincare and shampoos and