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M140039MS_Ajay Ram

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Ajay Ram

This document summarizes Dove Deep Moisture Body Wash with NutriumMoisture technology. It targets women ages 18+ who are beauty conscious and have dry skin. The body wash cares for skin ten layers deep, is more mild than competitors, and moisturizes skin well while also cleansing effectively. It is currently available in several countries including the US and India online, and is promoted through social media, magazines, and other campaigns.

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Unilever Presented by: Ajay Ram K P M140039MS Dove Deep Moisture Body Wash with NutriumMoisture
Segmentation Using o Ordinary Soaps/Shower Gels. o Other Body Washes. o After shower moisturizers. Focuses on Women o Of Age Group 18+ o Using beauty products. o Of upper-middle class.
Targeting Women o Corporate Professionals. o Beauty Conscious. o Having dry skin.
This is Care Positioning NutriumMoisture速 Technology. No nasty, greasy feeling. Cares for your skin ten layers deep. Superior in mildness to Olay, Dial and Cetaphil.
Product o Affordable. o Huge quantity provided. o Moisturizes skin very well. o Cleans effectively. o Improves skin quality with regular use. o Rich lather. o Not a lot of quantity required in a single use. o Pleasant smell. o Sturdy cap, travel friendly Marketing Mix Price o $5.49 for 22 oz (Rs.340) o No Penetration Pricing Place o Currently available in US, Canada, Mexico, Netherlands and South Africa. o Available in India via online retailers.
Marketing Mix Promotion Challenges Campaigns Magazines
Marketing Mix Promotion Social Media Visual Media
Marketing Research Primary Data o Through Survey in o Social Media o Shopping Malls o Telephonic Interview o Events o Campaigns. o Focus Groups: Young to Middle aged women.
M140039MS_Ajay Ram

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M140039MS_Ajay Ram

  • 1. Unilever Presented by: Ajay Ram K P M140039MS Dove Deep Moisture Body Wash with NutriumMoisture
  • 2. Segmentation Using o Ordinary Soaps/Shower Gels. o Other Body Washes. o After shower moisturizers. Focuses on Women o Of Age Group 18+ o Using beauty products. o Of upper-middle class.
  • 3. Targeting Women o Corporate Professionals. o Beauty Conscious. o Having dry skin.
  • 4. This is Care Positioning NutriumMoisture速 Technology. No nasty, greasy feeling. Cares for your skin ten layers deep. Superior in mildness to Olay, Dial and Cetaphil.
  • 5. Product o Affordable. o Huge quantity provided. o Moisturizes skin very well. o Cleans effectively. o Improves skin quality with regular use. o Rich lather. o Not a lot of quantity required in a single use. o Pleasant smell. o Sturdy cap, travel friendly Marketing Mix Price o $5.49 for 22 oz (Rs.340) o No Penetration Pricing Place o Currently available in US, Canada, Mexico, Netherlands and South Africa. o Available in India via online retailers.
  • 6. Marketing Mix Promotion Challenges Campaigns Magazines
  • 7. Marketing Mix Promotion Social Media Visual Media
  • 8. Marketing Research Primary Data o Through Survey in o Social Media o Shopping Malls o Telephonic Interview o Events o Campaigns. o Focus Groups: Young to Middle aged women.

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