Responding to new competitive conditions in its business environment, Unilever corporation has evolved into one of the foremost transnational companies and began to penetrate the home and personal market (Boone and Van Den Vosch, 1996; Maljers, 1992). With the marketing leverage and established brand name of Unilever, Dove became a success story shortly after its launch. The accomplishment of Dove has largely been built on Unilever's ability to target the right consumers by offering quality and consumer-friendly products. Thus, despite the intense competition provided for by companies such as Procter and Gamble and Colgate-Palmolive, Dove remained to be on top of the market. Today, Dove is the biggest personal care brand by the leading multi-local multinational company, Unilever. Having been introduced for the first time as a skin-cleansing product, Dove is now a 2.5 billion euros brand. Today, there are a plethora of options available from shampoos and conditioners to hair dyes and post wash products. I focus on the shampoo segment, which is considered to be one of the fastest growing segment in the hair care industry. Shampoo industry is estimated at Rs 14 bn and is growing at an average rate of 20% per annum. According to AC Nielsen, shampoo is one of the fastest growing categories within FMCG sector and is expected to grow at 25% per annum in the coming years. Segmentation:
The shampoo industry is segmented on benefit platforms: cosmetic(shine, health and strength), anti dandruff (AD) and herbal. 20% of the total shampoo market is accounted by the AD shampoos. The AD segment is the fastest growing segment, growing at 10% to 12 % every year.
2. Researching market availability of product
Dove has a long range of brands including soaps, body washes and hair care shampoos and conditioners and the ways by which the soaps and body washes for skincare and shampoos and conditioners for hair care made their place in the market while maintaining at the leading position. Consequently, Dove also offered different countries with Dove products that is unique to their climate, culture and skin texture. It has been posited that one of Dove's major advantages has been its curative effects. In fact, Dove is immensely important from the clinical point of view, as it has many curative advantages for hair. Being the consumers' best choice, Dove is enjoying the leading position in the market with the largest market shares in 75 countries and is a 2.5 billion euros brand. The goals of Dove brands are to comply with the needs of the consumers all over the world and to work together in effective manner to adopt the advanced ideas while working out on the existing ones. Unilever has always been a rather decentralized company (Bartlett and Ghoshal, 1989) and has not sought extensively to obtain the benefits of very large-scale production. A former cochairman of Unilever stated: "Unilever consists of hundreds of individual operating companies - each with their own identity". Unilever has been strongly market-driven and has differentiated itself from its competitors by its marketing skills and its local adaptations. In fact, Unilever spends 2 billion euros every year on marketing whereas 1 billion euros for the research and development purpose. This marketing by Unilever has led Dove brands to attain the leading position in the market by the effective strategies including market research, concentration of a small number of products, varieties in brands, business in collaboration with any other renowned company, innovations, marketing according to demographics, commercials on television, announcements on radio, through contests, workshops and supermarkets, billboards, free helplines, knowledgeable website, and free gift offers etc.
3. Dove shampoo presentation:
Dove hair care range was introduced in 1998 in Europe and in 2003 in North America. In Australia,...