Dove man care products
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This document presents a marketing plan for Dove men's products in India. It discusses the current market status of male grooming products and Dove's 11.54% market share. The plan's objectives are to change Dove's feminine image, identify the target segment of modern men, and strengthen the brand's reliability. The target audience is men aged 20-50 from corporate, college, and career backgrounds who are image-conscious. The marketing mix proposes face wash and shampoo products, premium pricing, distribution through stores and ecommerce, and a promotion strategy using TV, magazines, athletes, and public relations.
Dove man care products
- 1. Dove 4 MEN Presented By: Hemant sehrawat-01 Vikrant nagar-24 Vikas tomer-54 Mayank verma-39
- 2. Current Market Status Dove leading brands with 11.54% share. Male grooming is now Rs.2500 crore market in India. The category promised 21% annual growth. It expected to touch Rs.5,220 crores in the next three years.
- 3. Creative brief-Objective Change the feminine image of dove . Latest fashion trend among men Identify right promotion strategy Finding correct target segment Strengthening reliability of brand
- 4. Products Dove Face wash for men Features- ¼ micro moisturizer, tan remover, black spot remover. Dove shampoo for men Features- Silky smooth hair with added moisturizer, anti dendruff ,reduces thinning of hair.
- 5. Target audience(TA) Men- Age (20-50) Age mainly consist of: Corporate world College crowd Career beginners Youth conscious about their looks-getting noticed by girls Upper middle class
- 6. Consumer insight Attraction Impression Brand value and recognition
- 7. Brand personality Charming Smart Confident Impressive
- 8. Segmentation
- 9. Targeting strategy Differentiated marketing
- 10. Positioning Attribute Micro moisture technology: Clinically proven to fight skin dryness better than regular men body wash. Ultra-light formula deep cleans with purifying grains Total skin comfort
- 11. Marketing Mix Product Products- Shampoo, Face wash Variants- Rosemary & watermelon Colour- White & Blue Quality- Supreme Features- micro moisturizer technology in face wash & silky smooth hair for shampoo, smells good , purifying, designed for men’s hard skin, tan removal. Packaging- Sleek, masculine look, dark grey container
- 12. Pricing Captive product pricing Holiday bundles Package of multi variant face wash and shampoo. Premium pricing
- 13. Place Super markets Convenience stores Ecommerce portals- Flipkart and Amazon
- 14. Promotion Television (TVC) Magazines- Maxim and men healthcare magazines Rational appeal Pull strategy Grab interest and demands of men Athletes, popular male figures Direct marketing
- 15. Promotion cont. Usage of public media Talk shows Press release on growing trends of men hygiene and wellness products Usage of man skin care products