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Comparison between promotional strategies of
Pantene(P&G) and Dove(HUL).
Presented by:
Bhavin Agrawal (02)
Submitted to:
P...
Introduction to Hindustan Unilever Limited
More than 75
years of
experience in
India
Products touch
the lives of 2 out
of 3 Indians
everyday
Direct
distribution
reac...
Introduction to Hindustan
Unilever Limited (HUL)
Hindustan Unilever Limited (abbreviated to HUL), formerly Hindustan
Lever...
Introduction of HUL (Cont…)
With over 35 brands spanning 20 distinct categories such as soap,
detergent, shampoo, skincare...
Portfolio straddling the pyramid
Fabric
Cleaning
Skin
Cleansing
Hair Skincare Tooth Paste
Soaps & Detergents: 48% Personal...
Portfolio straddling the pyramid
Tea Coffee Processed
Foods
Ice Creams Water
Beverages: 12% Packaged Foods: 6% Others:
Details of HUL
Industry Consumer Goods
Founded 1932
Headquarters Mumbai, Maharashtra, India
Key people Mr. Harish Manwani ...
Touching lives, improving life.
Two billion times a day, P&G brands
touch the lives of people
around the world. P&G people...
Some Key Facts
• Founded in 1837 by William Proctor & James Gamble.
• Headquartered in Cincinnati, Ohio, USA
• Operations ...
Vision:
Be, and be recognized as, the best consumer products
and services company in the world.
Mission:
We will provide b...
P&G SWOT Analysis
Strengths Weakness
• Product innovation
• Offers multiple Products
• Strong Brand Image
• Strong Custome...
P&G India Brands
Though we strive hard to keep our homes and our cars clean
and tidy, the results are rarely satisfactory....
P&G India Brands Cond…
Oral-B continuously strives to work closely with the dental
professionals and deliver high quality ...
P&G India Brands Cond…
Gillette’s innovative razors and shaving products designed for
the unique needs of men – helping th...
P&G India Brands Cond…
Tide is the World’s Oldest & Most Trusted Detergent brand
and is the Market Leader in 23 Countries ...
P&G India Brands Cond…
Wella Kolestint with it deep, long lasting colour has mesmerized Indian
women. No doubt, 96% Indian...
+
DOVE
INTRODUCTION
Dove is a personal care brand owned by Unilever.
It started in 1955.
This brand came to India in 1995.
It...
BRAND EXTENSION
BRAND EXTENSION CONTD.
DOVE
Beauty
Bar/Body
wash
Hair Care Deodorant
(Aerosol) Face Wash Lotions
Men + Care
[USA]
Beauty
B...
VARIOUS DOVE SHAMPOO
 Dove Damage Therapy Shampoo
 Dove Damage Therapy Heat Defense Shampoo
 Dove Damage Therapy Intens...
Company Background
1940: Developed by Swiss drug
company Hoffman-LaRoche
1947: Debut as a premium hair care line
across Eu...
Basic Detail
Product Type Hair care
Owner Procter & Gamble
Country Switzerland
Introduced 1947
Markets Worldwide
Website w...
Various Pantene Shampoo
Daily Moisture Repair
Total Damage Care
Hair Fall Control
Anti Dandruff
Long Black Shampoo
The
Marketing
Objective
With the intention of persuading
the consumers, the marketing
strategy will touch on more
interact...
Market Strategy: Dove
Objective:
Increase sales of Dove beauty products and new product
lines
Create dialogue, debate, and...
Marketing Mix (4 P’s
Analysis)
Product
Product
Damage
Hair
Hair Fall
Straight
Hair
Hair
Shine
Smooth
Hair
Black
Hair
Silky Hair
Anti
Dandruff
7 Hair
Prob...
Price
Brand
7 ml.
70
ml.
80
ml.
175
ml.
180
ml.
200
ml.
375
ml.
400
ml.
500
ml.
700
ml.
1000
ml.
- 20 - - - 74 - 121 159 1...
Place
Brand Superstore Supermarket
Convenience
Store
Traditional
Trade
Promotion
Promotion
Co-Promotion Co-Promotion with Watson Co-Promotion with Watson
Event
Hair Health Investment & The
City...
Target Group
Promotion
Physical
 Female
 18-34 years old
 Live in Bangkok and big city in
province
 Capacity to high p...
Media Usage
Media
TV Commercial
Radio
Internet
Magazine
Newspaper
Out of Home
P.O.P.
Communication
Strategy
Brand Key Message Mood & Tone
Focused on telling about
the hair problem and
properties of product
S...
Year Key Message Benefit Mood & Tone
2007
Relieve the 7 reasons
breakage hair and
reduce hair fall
Pro-V Total Care
formul...
Year Key Message Benefit Mood & Tone
2007
Hair smoother and
reduce hair fall
Repairing Serum,
Moisturizing Serum,
Moisturi...
Promotional Strategy
Promotional Strategy done
by Dove
DOVE advertises its shampoos through
wide range of media like tv ads, social
networking ...
Real Beauty Campaign
It launched real beauty campaign in 2004,
through which it induced an belief among
the women about be...
Websites
Women can Visit
www.campaignforrealbeauty.com and
cast their votes on the questions raised in
the ad campaign. Th...
Hoardings
In 2010, to answer the “mystery shampoo” ads of
pantene, dove had advertised through hoardings in
metro cities. ...
Hoarding (cont….)
So, when a common person interpreted, they could find
a question on the right side of the road, ‘GUESS T...
Brand Endorsement
Dove never use the Known Faces or
celebrity for endorsing their product.
Before Dove was using the model...
Facebook
DOVE LOGO
• Logo of Dove is a perfect representation of
– Softness
– Gentleness
– Sophistication
• The image of dove or pe...
Advertisement
Dove promotion strategy also involves
heavy TV and magazine advertising. Their
advertisements shows how skin...
Promotional strategy done by
Pantene
Hoardings
PANTENE in 2010 has launched its new variant by
promoting it as a “mystery ...
Advertisement
Pantene has sponsored many Beauty Contests and
Bollywood events. And T.V programs like NACH
BALIYE 4 .
Spons...
Website
When visiting www.pantene.com the viewer will find a
list of countries worldwide; each web visitor is
expected to ...
Facebook
On the up-side, Pantene India’s Face book
page has been growing continuously and
shows no signs of stopping even ...
Hair Dare
The brand’s main proposition is that Pantene
can transform unhealthy to healthy content
as well where Pantene is...
Brand Endorsement
In Pantene they use celebrity for the
endorsment as they are known face in a
Indian Country, which can a...
You Tube
Apart from uploading television
commercials on YouTube, Pantene uses this
channel to broadcast expert tips, behin...
Problems in Pantene Shampoo
Do not focus on the hair color groups or the
problem of the hair color
Always present in the P...
Problems (Cont…)
Pantene placed the hoardings all over the
Mumbai city, the hording was of white colour
with the unknown s...
How they Overcome with this
Problems
They have Started Communicating to the
hair color groups or the problem of the
hair c...
Strategy to overcome the
Problem
When Pantene realize the mistake, there was
already the huge loss in the sales and
revenu...
Conclusion
Dove and Pantene has established its brand name very
successfully and have a good amount of market share of
dif...
Comparison of marketing and promotionsl strategy between dove and pantene shampoo
Comparison of marketing and promotionsl strategy between dove and pantene shampoo
Comparison of marketing and promotionsl strategy between dove and pantene shampoo
Comparison of marketing and promotionsl strategy between dove and pantene shampoo
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Comparison of marketing and promotionsl strategy between dove and pantene shampoo

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Comparison of marketing and promotionsl strategy between dove and pantene shampoo

  1. 1. Comparison between promotional strategies of Pantene(P&G) and Dove(HUL). Presented by: Bhavin Agrawal (02) Submitted to: Prof. (Dr.) Roopa Rao
  2. 2. Introduction to Hindustan Unilever Limited
  3. 3. More than 75 years of experience in India Products touch the lives of 2 out of 3 Indians everyday Direct distribution reach of > 2 Mn stores No.1 and strong No.2 in more than 95% of the business 7 brands > Rs. 1000 crs; 13 brands > Rs. 500 crs 17 out of top 100 most trusted brands in India^ India’s Largest FMCG Company
  4. 4. Introduction to Hindustan Unilever Limited (HUL) Hindustan Unilever Limited (abbreviated to HUL), formerly Hindustan Lever Limited, is INDIAs largest consumer products company and was formed in 1933 as Lever Brothers India Limited. It is currently headquartered in Mumbai, India. HUL is the market leader in Indian products such as tea, soaps, detergents, as its products have become daily household name in India. The Anglo-Dutch company Unilever owns a majority stake in Hindustan Unilever Limited. The company was renamed in late June 2007 as "Hindustan Unilever Limited". The Company has over 16,000 employees and has an annual turnover of around Rs.21, 736 crores (financial year 2011 - 2012). HUL is a subsidiary of Unilever, one of the world’s leading suppliers of fast moving consumer goods with strong local roots in more than 100 countries across the globe with annual sales of about €44 billion in 2011. Unilever has about 52% shareholding in HUL.
  5. 5. Introduction of HUL (Cont…) With over 35 brands spanning 20 distinct categories such as soap, detergent, shampoo, skincare, Toothpaste, deodorants, cosmetic, tea, coffee, packaged foods, ice cream and water purifiers, The Company is a part of the everyday life of million customers across India. Its portfolio includes leading house hold brands such as Lux, Lifebuoy, surfexcel, Rin, Wheel, Fair&Lovely, Pond’s, Vaseline, Lakme, Dove, Clinic Plus, Sunsilk, Pepsodent, Closeup, Axe, Brooke Bon, Bru, Knorr, Kissan, Kwality Wall’s and pureit. Vision Unilever products touch the lives of over 2 billion people every day – whether that's through feeling great because they've got shiny hair and a brilliant smile, keeping their homes fresh and clean, or by enjoying a great cup of tea, satisfying meal or healthy snack.
  6. 6. Portfolio straddling the pyramid Fabric Cleaning Skin Cleansing Hair Skincare Tooth Paste Soaps & Detergents: 48% Personal Products: 31%
  7. 7. Portfolio straddling the pyramid Tea Coffee Processed Foods Ice Creams Water Beverages: 12% Packaged Foods: 6% Others:
  8. 8. Details of HUL Industry Consumer Goods Founded 1932 Headquarters Mumbai, Maharashtra, India Key people Mr. Harish Manwani ( Chairman) Revenue 221 billion in Rs (2011-2012) Net Income 26.91 billion in Rs (2011-2012) Website www.hul.co.in Employees 16000 Parent Unilever Plc (52%)
  9. 9. Touching lives, improving life. Two billion times a day, P&G brands touch the lives of people around the world. P&G people work to make sure those brands live up to their promise to make everyday life just a little bit better. At P&G, we see big potential in the little moments of life.
  10. 10. Some Key Facts • Founded in 1837 by William Proctor & James Gamble. • Headquartered in Cincinnati, Ohio, USA • Operations in 80 countries. • Brand available in more than 180 countries worldwide. • Established in India in 1964. • P&G operates under three entities in India - two listed entities “Procter & Gamble Hygiene and Health Care Limited” and ‘Gillette India Limited’, as well as one 100% subsidiary of the parent company in the U.S. called ‘Procter & Gamble Home Products’.
  11. 11. Vision: Be, and be recognized as, the best consumer products and services company in the world. Mission: We will provide branded products and services of superior quality and value that improve the lives of the world's consumers. As a result, consumers will reward us with leadership sales, profit, and value creation, allowing our people, our shareholders, and the communities in which we live and work to prosper."
  12. 12. P&G SWOT Analysis Strengths Weakness • Product innovation • Offers multiple Products • Strong Brand Image • Strong Customer Loyalty • Diversified Business Structure • Views Product performance only • Increased promotional spending to keep health sales • Customer concentration Opportunities Threats • Going Green Eco Friendly • Emerging Markets • Selling directly to consumers • Better Product Experience High levels of competition • Raw material and energy price increases • Potential Gillette integration Vicks banned in US market Slow down in consumer spending Substitute products have cheaper price
  13. 13. P&G India Brands Though we strive hard to keep our homes and our cars clean and tidy, the results are rarely satisfactory. Odours that linger in our homes just before guests arrive, or a persistent stench that never leaves the car, not only adversely affect our mood, but also that of our guests. With this in mind, P&G experts have bottled the fragrance of freshness with the new Ambi Pur range for both homes and cars. Introduced in 1991, Ariel was the first to bring the 'compact detergent' technology, the enzyme technology for safe and superior stain-removing power and the 'smart eyes' technology into India, with an aim of becoming India's best stain removal detergent. Ariel contains safe ingredients for all fabrics under recommended usage conditions for laundry. The Ariel product range in India includes different variants to meet your specific needs like Ariel OxyBlu, Ariel Oxyblu Ultramatic, Ariel Front O Mat, Ariel 2in1. Duracell batteries have a history of providing dependable power when and where you need it the most. Our range of Batteries gives you the right power for all your device needs, providing up to 10x performance. The product range in India includes Duracell and Duracell Ultra. Duracell is available in sizes AAA, AA, C, D, and 9-volt while Duracell Ultra is available in sizes AA and AAA sizes.
  14. 14. P&G India Brands Cond… Oral-B continuously strives to work closely with the dental professionals and deliver high quality products, which make us leaders* in the $ 4.5 billion toothbrush category.In India, Oral- B has an innovative range of toothbrushes including Cross Action Pro-health 7 Benefits, CrossAction Pro-health Superior Clean and Advantage Sensitive toothbrush. Oral-B’S floss range includes Ultra Floss & Essential Floss. As a result of constant research and innovation in understanding the needs of babies at various stages of development, Pampers Active Baby has been voted as the best diaper by Indian moms with the guarantee of superior dryness for an uninterrupted sleep of 12 hours. Pampers has an answer for all your needs with its innovative product range that includes Pampers, Pampers Active Baby, Pampers Active Baby Pants, all designed especially for providing a night of Golden Sleep for the baby. The New Pantene Amino Pro-V Complex range of shampoo & conditioner comes in three variants suited for individual needs - Pantene Nourished Shine, Pantene Hair Fall Control & Pantene Smooth & Silky. Enriched with the goodness of pro-vitamins and three essential aminos, Pantene restores your hair with its lost beauty while making your hair ten times stronge.
  15. 15. P&G India Brands Cond… Gillette’s innovative razors and shaving products designed for the unique needs of men – helping them to look, feel and be their best every day. The razor range in India includes Gillette Vector, Gillette Mach3, Gillette Mach3 Turbo, Gillette Guard and Gillette Mach3 Turbo Sensitive and Gillette Fusion. The Shave Care range includes Gillette Fusion HydraGel, Gillette Series Sensitive Skin Foam, Gillette Series After Shave & Gillette Classic Shave Foam Sensitive Skin. Gillette Skincare Foaming Wash, Gillette Skincare Scrub, Gillette Skincare Facial Moisturizer with Aloe Vera, Gillette Skincare Facial Moisturizer with SPF and Gillette Skincare Lotion 100ml. Since 1950, Head & Shoulders has been at the forefront of scalp and hair science, significantly advancing the treatment of dandruff and scalp problems. Along with professional advice and expert insight we have a wide range of products to care for your scalp and nurture your hair. Head & Shoulders is available in 8 variants in India including Men Hair Retain, Complete Care for Dry Scalp, Anti Hair fall, Smooth & Silky, Cool Menthol, Clean & Balanced, Thick & Long & Silky Black. Help women look and feel beautiful and Challenge what’s possible with their skin. The Olay portfolio in India covers Base Moisturizer, Anti Ageing and Olay Whitening. The Anti Aging range includes Olay Regenerist, Olay Total Effects, and Olay Age Protect. The Olay Whitening range includes Olay White Radiance and Olay Natural White. The Base Moisturizer includes Olay Moisturizing Lotions and Creams.
  16. 16. P&G India Brands Cond… Tide is the World’s Oldest & Most Trusted Detergent brand and is the Market Leader in 23 Countries around the world. Launched in India in mid-2000, Tide provides ‘Outstanding Whiteness’on white clothes & excellent cleaning on coloured clothes as well. Tide’s Fabric Whitening Agents clean clothes without bleaching or removing colour from a garment. The Tide range in India includes Tide (Detergent) and Tide (Bar with Whiteons). Tide Naturals was launched in India in December 2009. Packed with the benefits of lemon and chandan, it provides great cleaning while keeping the hands soft. Vicks has long been invested in the science and research of respiratory health and through that dedication has developed a wide range of therapeutic products that offer effective relief for all the major signs and symptoms of the common cold, flu and sinus pain and pressure. The Vicks product range in India includes Vicks Cough drops, Vicks Vaporub, Vicks Inhaler, Vicks Vapocool, and Vicks Action 500 Extra. Whisper understands that we're each very different, and offers a wide range of sanitary napkins to suit every girl or woman's needs. With the right menstrual pad, you could take the first step to having a Happy Period. Whisper has a wide range of products in India which includes Whisper Ultra Regular Wings,Whisper Ultra XL Wings, Whisper Ultra Heavy Flow Overnights Wings, Whisper Maxi Regular, Whisper Maxi XL Wings, Whisper Choice Regular, Whisper Choice Wings and Whisper Choice Ultra Wings.
  17. 17. P&G India Brands Cond… Wella Kolestint with it deep, long lasting colour has mesmerized Indian women. No doubt, 96% Indian women say that it is the best hair colour they have ever used. Wella Kolestint packs are available in 12 vibrant shades in beauty stores across India. Each pack comes with a complete hair colour kit to give deep, long lasting colour.
  18. 18. + DOVE
  19. 19. INTRODUCTION Dove is a personal care brand owned by Unilever. It started in 1955. This brand came to India in 1995. It is imported and marketed by Hindustan Unilever Limited (HUL). By the end of the dove firming “Real Women” Campaign, dove has become a national talking point and was ranked number three in the body lotions market, ahead of L’oreal, Garnier, Neutrogena and Olay. In the year 2004, Unilever won the ‘marketer of the year’ award for its brand Dove
  20. 20. BRAND EXTENSION
  21. 21. BRAND EXTENSION CONTD. DOVE Beauty Bar/Body wash Hair Care Deodorant (Aerosol) Face Wash Lotions Men + Care [USA] Beauty Bar Body Wash Crème, Exfoliating, Fresh Moisture Shampoo Oil (Elixir) Conditioner Treatment Bar, Body Wash, Shampoo, Face Care, Deodorant Go Fresh, Deep Pure, Beauty Moisture Essential Nourishment, Go Fresh Nourishment, Indulgent Nourishment Original, Silky dry, New Dove Whitening, Go Fresh Cucumber, Grapefruit & Nectarine Nourished Shine, Hair fall Rescue, dryness Care Oil Care Treatment Musk & Serum, Hair fall Rescue Serum Intense Repair, Dandruff Care, Daily Shine, Nourishing Oil Care, Split End Rescue, Hail Fall Rescue, Dryness Care Same as Shampoo
  22. 22. VARIOUS DOVE SHAMPOO  Dove Damage Therapy Shampoo  Dove Damage Therapy Heat Defense Shampoo  Dove Damage Therapy Intensive Repair Shampoo  Dove Damage Therapy Daily Moisture Shampoo  Dove Damage Radiance Shampoo  Dove Nutritive Therapy Nourishing Oil Care Shampoo
  23. 23. Company Background 1940: Developed by Swiss drug company Hoffman-LaRoche 1947: Debut as a premium hair care line across Europe 1985: Take over by Procter and Gamble (P&G) 1991: Changed name to Pantene Pro-V 1994: Launched Pantene Pro-V onto the Thailand market
  24. 24. Basic Detail Product Type Hair care Owner Procter & Gamble Country Switzerland Introduced 1947 Markets Worldwide Website www.pantene.com
  25. 25. Various Pantene Shampoo Daily Moisture Repair Total Damage Care Hair Fall Control Anti Dandruff Long Black Shampoo
  26. 26. The Marketing Objective With the intention of persuading the consumers, the marketing strategy will touch on more interactive methods to involve customers to increase mass awareness.
  27. 27. Market Strategy: Dove Objective: Increase sales of Dove beauty products and new product lines Create dialogue, debate, and discussion about the true meaning of beauty Attract national TV and print media coverage Gain local press attention in the hometowns of models featured throughout the campaign Drive users to the CFRB Web site to share their thoughts and opinions about the campaign and beauty stereotypes Create a call to action for consumers to join the movement through website pledge that activate a donation by Dove for self-esteem awareness programs
  28. 28. Marketing Mix (4 P’s Analysis)
  29. 29. Product Product Damage Hair Hair Fall Straight Hair Hair Shine Smooth Hair Black Hair Silky Hair Anti Dandruff 7 Hair Problems
  30. 30. Price Brand 7 ml. 70 ml. 80 ml. 175 ml. 180 ml. 200 ml. 375 ml. 400 ml. 500 ml. 700 ml. 1000 ml. - 20 - - - 74 - 121 159 199 233 - - 25 69 - - 145 - 159 189 -
  31. 31. Place Brand Superstore Supermarket Convenience Store Traditional Trade
  32. 32. Promotion Promotion Co-Promotion Co-Promotion with Watson Co-Promotion with Watson Event Hair Health Investment & The City Surivipha Join Us “Beyond Therapy by Dove” Roadshow
  33. 33. Target Group Promotion Physical  Female  18-34 years old  Live in Bangkok and big city in province  Capacity to high purchase  Female  above 25 years old  Workers and middle-income level or above  Live in Bangkok and big city in province Psychology  Seeking hair healthy  Interested in beauty and fashion Unconvinced in their hair
  34. 34. Media Usage Media TV Commercial Radio Internet Magazine Newspaper Out of Home P.O.P.
  35. 35. Communication Strategy Brand Key Message Mood & Tone Focused on telling about the hair problem and properties of product Simple and elegant Story from the experience with hair Comfortable atmosphere, Highlighted that with the color comfort or color to match the product of Dove
  36. 36. Year Key Message Benefit Mood & Tone 2007 Relieve the 7 reasons breakage hair and reduce hair fall Pro-V Total Care formula Ready every situation 2008 Relieve hair loss due to breakage hair Water Activate Pro-V formula Care and devote 2009 Deeply nourishes breakage hair and hair fall Double Pro-V formula Hair care, lively Now Deeply nourishes hair root to hair tip and relieve hair fall Pro-V Hair Fall Control formula Hair care, give the something worthwhile to hair Communication Strategy
  37. 37. Year Key Message Benefit Mood & Tone 2007 Hair smoother and reduce hair fall Repairing Serum, Moisturizing Serum, Moisturizing Milk Simple , Lively 2008 Resolve the frizzy and dry hair to be hair smooth effectively Moisturizing Milk Essence 2009 Resolve the hair fall Repairing Serum Now Deeply nourishes breakage hair by expert Advance Repairing Serum Communication Strategy
  38. 38. Promotional Strategy
  39. 39. Promotional Strategy done by Dove DOVE advertises its shampoos through wide range of media like tv ads, social networking sites , hoardings, magazines etc. Promotional strategy is the direct way to connect and attract the customers to buy the product Promotional strategy requires a lot of creativity and innovation
  40. 40. Real Beauty Campaign It launched real beauty campaign in 2004, through which it induced an belief among the women about being themselves. And so dove does not use any models in its ads, rather it uses regular women’s to be its super models so that common people can connect with it.
  41. 41. Websites Women can Visit www.campaignforrealbeauty.com and cast their votes on the questions raised in the ad campaign. The website also allows women to partake in ongoing dialogue about beauty by posting to Discussion boards, downloading several research studies about beauty, and hearing and reading what women around the world have to say.
  42. 42. Hoardings In 2010, to answer the “mystery shampoo” ads of pantene, dove had advertised through hoardings in metro cities. It states that “there is no mystery about dove” and people use it by its own name. Dove smartly placed their poster/hoarding on the left side of the road which was exactly parallel to Pantene’s teaser hoarding.
  43. 43. Hoarding (cont….) So, when a common person interpreted, they could find a question on the right side of the road, ‘GUESS THE MYSTERY SHAMPOO’ and on the left side, you get an answer-‘THERE IS NO MYSTERY. DOVE IS THE NO.1 SHAMPOO’ Dove did not even have to come up with a new TVC. They tweaked their old one and added a slide in the beginning about ‘Mystery’ and a few gyaan in the end claiming that they are the ‘product of the year’.
  44. 44. Brand Endorsement Dove never use the Known Faces or celebrity for endorsing their product. Before Dove was using the models in its ads, but now they started using regular women's to be its super models so that common people can connect with it.
  45. 45. Facebook
  46. 46. DOVE LOGO • Logo of Dove is a perfect representation of – Softness – Gentleness – Sophistication • The image of dove or peace pigeon symbolizes the purity & softness of a dove in its products. • Tagline : You ARE more beautiful than you think
  47. 47. Advertisement Dove promotion strategy also involves heavy TV and magazine advertising. Their advertisements shows how skin can be soft, white and smooth, creating a vivid picture of comfort and smell in the users mind. Models and popular slogans are used as well to promote their products better.
  48. 48. Promotional strategy done by Pantene Hoardings PANTENE in 2010 has launched its new variant by promoting it as a “mystery shampoo”. It claimed that women all over the world has used this mystery product (they have not been told it was Pantene) and are satisfied by it. The banners have been placed in metro cities in India.
  49. 49. Advertisement Pantene has sponsored many Beauty Contests and Bollywood events. And T.V programs like NACH BALIYE 4 . Sponsored short films that were broadcast during popular television shows. Unique Advertising such as Pantene Building Advertisement – Anti-Breakage Shampoo, Pantene – Stops split ends, etc makes its ads more attractive, impressive and eye-catching.
  50. 50. Website When visiting www.pantene.com the viewer will find a list of countries worldwide; each web visitor is expected to select their country in order to be taken to a Pantene web page corresponding with their country and language). On Pantene’s website there is a list of frequently asked question. The customers can become the member of the Pantene family and can have their log in ids using which they can access the website and also make use of all the facilities available . There is also a feature of expert’s advice on the website where users can seek solutions for all of their hair problems.
  51. 51. Facebook On the up-side, Pantene India’s Face book page has been growing continuously and shows no signs of stopping even after crossing the 1.2 million mark. It gives a various information and facts and figures about Pantene's various shampoo.
  52. 52. Hair Dare The brand’s main proposition is that Pantene can transform unhealthy to healthy content as well where Pantene is inviting users to challenge them with a #hair dare by posting it via Pantene’s Face book app or Twitter after which they can watch celebrities like Yami Gautam, Mahie Gill and Rituparna Sengupta take the user’s ‘dare’.
  53. 53. Brand Endorsement In Pantene they use celebrity for the endorsment as they are known face in a Indian Country, which can attract the customer easily Presently, the Mrs. Slipa Shetty Kundra is giving the advertisement of Pantene and Parineeti Chopra is giving the advertisement of New Pantene
  54. 54. You Tube Apart from uploading television commercials on YouTube, Pantene uses this channel to broadcast expert tips, behind the scenes and video interviews of celebrity stylists such as Coleen Khan who shares the Do’s & Don’t for healthy hair.
  55. 55. Problems in Pantene Shampoo Do not focus on the hair color groups or the problem of the hair color Always present in the Pro-V has been seems not development of the product Consumers have many choices to purchase and no brand loyalty No access to consumers via online media
  56. 56. Problems (Cont…) Pantene placed the hoardings all over the Mumbai city, the hording was of white colour with the unknown shampoo, and having a big question mark on it. It claimed that 80% of women's all over the world has used it and the are satisfied by it. The problem with this strategy was that, Pantene did not considered any of the competitors move would be. As a result the leading FMCG company HUL used its product DOVE shampoo to compete it.
  57. 57. How they Overcome with this Problems They have Started Communicating to the hair color groups or the problem of the hair color. Started Using online media to be more one of communication channels to consumers Emphasize communication to the development of products to more
  58. 58. Strategy to overcome the Problem When Pantene realize the mistake, there was already the huge loss in the sales and revenue. To overcome the problem, faced from choosing the wrong strategy. Pantene decided to give a new face to its shampoo brand. So to improve the brand image, in 2010, Pantene hired a new brand ambassador – Katrina kaif, by replacing Susmita Sen, who was the brand ambassador since 2006.
  59. 59. Conclusion Dove and Pantene has established its brand name very successfully and have a good amount of market share of different products but still P&G and L’Oreal in personal care products have a market share greater than Unilever’s market share. HUL and P&G has to invest in total factor productivity and innovation in technology instead of spending a huge amount of money on marketing and advertising of a product like Dove and Pantene. HUL and P&G should also make some strategies to pull the male customers toward it. HUL does not own a patent it should buy patent for the new technologies and innovations like P&G’s Pantene Pro-V.

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