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Dove toothpaste emba final

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Himani Chowhan
Himani Chowhan

This document summarizes market research conducted for Dove to explore launching a line of mouthcare products in India. It provides an overview of the current toothpaste market dominated by Colgate at 52%. Research with consumers found that kids prefer chocolate and vanilla flavors and would convince parents to buy flavored toothpaste. For adults, 65% use Dove products and rate them highly. The document recommends Dove launch a kids line, whitening toothpaste, and dental floss. It provides pricing, advertising, and distribution strategies and expects Dove could achieve a 30% market share.

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Dove toothpaste emba final
Group Members Himani Chowhan 13031 Hetanshi Desai13030 Palak Aggrawal-13047 Isha Agrawal- 13033 Anubhav Lal 130007 Sayalee Deore 13061
Personal care-brand owned by UNILIVER Started in 1957 Came to India in 1995 Imported and marketed by HUL 2004-Uniliver won the MARKETER of the year for its DOVE brand
Beauty soap Shampoo Body wash Face care (Women& Men) Deodorants
Colgate 52% Pepsodent & Close up 22% Dabur 14% Others 12% Present Market Share of toothpaste in India
Which toothpaste do you use? Sales Colgate total Colgate kids Pepsodent Close-up Babool 35% 25% 20% 10% 5%
FOR CHILDREN Do you like flavours in your toothpaste? Acceptance YES NO 70% 30%
Which flavours do you like? 45% Flavours cupcake(vanilla) cranberry chocolate 35% 25%
If the flavour was liked, then would the children convince their mom to buy it? YES 80% NO 20%
FOR YOUTH AND ADULTS Do you use dove products? YES 65% NO 35%
50% 40% 10% Very Good Good Average How would you rate the product knowing that it has a wide range of products for men and women?
30% 26% 44% Yes No Maybe If dove launched mouthcare products would you use it?
GEOGRAPHIC Urban areas Sub-urban areas BEHAVIOURAL Daily use Teeth Whitening Freshness Anti-Decay Flavors for kids DEMOGRAPHIC Family Income Age
Target customers Adults, Youngsters, Kids Dove mouth care will be currently into Selective Specialization Dove Kids for children Dove floss for the sub-urban and urban consumer This type of Targeting means targeting different markets with different products.
Trusted and High quality product Dove grizzle toothpaste infused with cooling crystals giving freshness a whole new dimension with soothing taste Floss for anti cavity for 24hour germ protection Value for money superior germ fighting formulation
INTRODUCING DOVE MOUTHCARE
Dove mouth care Dove Grizzle toothpaste Dove Dental floss Dove Kids toothpaste
DOVE WHITENING AND FRESHNING TOOTHPASTE High Cleaning Silica and Polyphosphates, The polyphosphates are ingredients widely used to prevent surface teeth staining due to plaque formation. one shade whiter teeth in just one week by brushing twice a day Can be it is advised to use the product daily.
Decay protection. Protects all the areas of teeth even where the tooth brush does not reach. Protect against root caries. Repairs early decay spots. Dove Dental Floss
Kids touch Out of the three flavor- dove chocolate and dove cupcake(vanilla) were preferred the most Flavors helps prevent cavities with doves special fluoride formula, antioxidant levels and long hrs of freshness Even if the child swallows the toothpaste it doesnt cause any harm to the body.
Competition with home brands like pepsodent close up. With Colgate occupying the largest market share. Competitive advantage- having one distribution channel to provide products to the retailers. More popular in metropolitan cities.
Distribution Channel Company Clearing and forwarding agents Distributor Wholesaler Retailer Malls and hyper markets Customer
Based on competitors price Cost of mouth care products Grizzle toothpaste(freshness & whitening) 70grms : 55Rs 150grms : 105Rs Dental floss 250ml : 95Rs 500ml : 170Rs Kid care toothpaste :70 grms Chocolate : 75Rs Cupcake(vanilla) : 85Rs (as vanilla extract is little exp)
Television -6 crores Radio 50 lakhs (93.5 & 94.3 FM) Outdoor -3 crores Magazines 1.5 crore Newspapers- 2 crores(Times of India) Promotional -2.5 crore
Advertising Print media Outdoor Broadcast Promotional 1)Magazines 1) Billboards media activities 2)Newspapers 2) Transit media 1)T.V 1) Free trial packs 3) kiosk 2) F.M 2) Dental camps 3) Digital 3) Mall activities 4) Sponsorships in reality shows and shows
Colgate 52%Pepsodent , Close up & Dove 30% Dabur 10% Others 8% Expected Market Share
THANK YOU

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Dove toothpaste emba final

  • 2. Group Members Himani Chowhan 13031 Hetanshi Desai13030 Palak Aggrawal-13047 Isha Agrawal- 13033 Anubhav Lal 130007 Sayalee Deore 13061
  • 3. Personal care-brand owned by UNILIVER Started in 1957 Came to India in 1995 Imported and marketed by HUL 2004-Uniliver won the MARKETER of the year for its DOVE brand
  • 6. Which toothpaste do you use? Sales Colgate total Colgate kids Pepsodent Close-up Babool 35% 25% 20% 10% 5%
  • 7. FOR CHILDREN Do you like flavours in your toothpaste? Acceptance YES NO 70% 30%
  • 8. Which flavours do you like? 45% Flavours cupcake(vanilla) cranberry chocolate 35% 25%
  • 9. If the flavour was liked, then would the children convince their mom to buy it? YES 80% NO 20%
  • 10. FOR YOUTH AND ADULTS Do you use dove products? YES 65% NO 35%
  • 11. 50% 40% 10% Very Good Good Average How would you rate the product knowing that it has a wide range of products for men and women?
  • 12. 30% 26% 44% Yes No Maybe If dove launched mouthcare products would you use it?
  • 13. GEOGRAPHIC Urban areas Sub-urban areas BEHAVIOURAL Daily use Teeth Whitening Freshness Anti-Decay Flavors for kids DEMOGRAPHIC Family Income Age
  • 14. Target customers Adults, Youngsters, Kids Dove mouth care will be currently into Selective Specialization Dove Kids for children Dove floss for the sub-urban and urban consumer This type of Targeting means targeting different markets with different products.
  • 15. Trusted and High quality product Dove grizzle toothpaste infused with cooling crystals giving freshness a whole new dimension with soothing taste Floss for anti cavity for 24hour germ protection Value for money superior germ fighting formulation
  • 17. Dove mouth care Dove Grizzle toothpaste Dove Dental floss Dove Kids toothpaste
  • 18. DOVE WHITENING AND FRESHNING TOOTHPASTE High Cleaning Silica and Polyphosphates, The polyphosphates are ingredients widely used to prevent surface teeth staining due to plaque formation. one shade whiter teeth in just one week by brushing twice a day Can be it is advised to use the product daily.
  • 19. Decay protection. Protects all the areas of teeth even where the tooth brush does not reach. Protect against root caries. Repairs early decay spots. Dove Dental Floss
  • 20. Kids touch Out of the three flavor- dove chocolate and dove cupcake(vanilla) were preferred the most Flavors helps prevent cavities with doves special fluoride formula, antioxidant levels and long hrs of freshness Even if the child swallows the toothpaste it doesnt cause any harm to the body.
  • 21. Competition with home brands like pepsodent close up. With Colgate occupying the largest market share. Competitive advantage- having one distribution channel to provide products to the retailers. More popular in metropolitan cities.
  • 22. Distribution Channel Company Clearing and forwarding agents Distributor Wholesaler Retailer Malls and hyper markets Customer
  • 23. Based on competitors price Cost of mouth care products Grizzle toothpaste(freshness & whitening) 70grms : 55Rs 150grms : 105Rs Dental floss 250ml : 95Rs 500ml : 170Rs Kid care toothpaste :70 grms Chocolate : 75Rs Cupcake(vanilla) : 85Rs (as vanilla extract is little exp)
  • 24. Television -6 crores Radio 50 lakhs (93.5 & 94.3 FM) Outdoor -3 crores Magazines 1.5 crore Newspapers- 2 crores(Times of India) Promotional -2.5 crore
  • 25. Advertising Print media Outdoor Broadcast Promotional 1)Magazines 1) Billboards media activities 2)Newspapers 2) Transit media 1)T.V 1) Free trial packs 3) kiosk 2) F.M 2) Dental camps 3) Digital 3) Mall activities 4) Sponsorships in reality shows and shows
  • 26. Colgate 52%Pepsodent , Close up & Dove 30% Dabur 10% Others 8% Expected Market Share
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