By:-Pankaj Jariyal - 22Sreejith M P - 34Siddharth Anath - 57Siddharth Singh - 58Uday Patial – 61Vibhash Anand Vibhuti - 64

EVOLUTION OF BRAND ‘DOVE’

1940

Formula for Dove Bar (Mild Soap)

1950

Refined to original Dove Beauty Bar

1957

Launched in the market

1970

Popularity Increased as a milder soap

1995-2000

Extension of Dove’s range of products

2002

Campaign for Real Beauty

2005Self Esteem Campaign

DOVE - BRAND EXTENSION

•Original•Silk Dry•Clear Touch

•Crème•Fresh Moisture•Gentle Exfoliating

•Dove Intensive Repair•Hair Fall Rescue•Daily Shine•Dryness Care•Dandruff Care

World’s No1 Cleansing Brand

Dove Spa’s

Dove Shower Gel, Dove Shampoo

Dove Sensitive Bar

Dove Blue Bar

CORE PRODUCT

Description Dove Blue Bar

Core Product

In-Store Position Moisturizing Soap for mild skin

Models of Consumption Every day Bath

BASIC PRODUCT (CORE RANGE EXTENSION)

Description New Format or Flavor as addition to core product Range

Linkage to Core Format

In-Store Position Directly next to Core-Range

Models of Consumption Similar Type of Usage to Core Product, though could be different occasion

EXPECTED PRODUCT (DIRECT STRETCH)

Description Stretched into adjacent markets with a direct link to core range

Linkage to Core Reason to believe and/or complementary usage

In-Store Position Close to core range, same fixture

Models of Consumption Similar Type of Usage to Core Product, though could be different occasion

AUGMENT LEVELDescription Addition of intangible

features into the product

Linkage to Core Badge Value

In-Store Position Different stores or sections of a

‘flagship brand’ store

Models of Consumption Very Varied

POTENTIAL PRODUCT (INDIRECT STRETCH)

Description Stretched to a more distant market with less obvious link to core range or reflection of customers delight

Linkage to Core Umbrella concept and brand personality

In-Store Position Further from core range.

Models of Consumption This is where the manufacturer becomes not just a "supplier," but a partner with the customer

MARKETING STRATEGY

10

INTERVIEWS

ADVERTISING

BILLBOARDS

PANEL DISCUSSIO

NS

TV COMMER

CIALS

PROGRAMS

THE DOVE SELF-

ESTEEM FUND

WEBSITE

Unconventional strategy

Strong emotional touch

Cross-selling Possibilities

Effective advertising, Free publicity

Continuously evolving the campaign

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