A through analysis of the Dove Case Study along with the answers of the questions.

1. Group 9 – Section 1 Indian Institute of Plantation Management 6th
August, 2018
Page1
A
Class Assignment
ON
“Case Study – Dove Hair Care (Western Influence, Indian Values & Personality)”
Submitted By:
Alive Jenny Valet (17-PGDM-ABPM-45)
Sharath S Kumar (17-PGDM-ABPM-34)
Shekhar Jyoti Das (17-PGDM-ABPM-35)
Sirajuddin Ahmed (17-PGDM-ABPM-37)
Babbure Sachith (17-PGDM-ABPM-03)
PGDM-ABPM (2017-2019)
Submitted to:
Dr. S. John Manoraj
Consumer Behaviour
Indian Institute of Plantation Management, Bengaluru

2. Group 9 – Section 1 Indian Institute of Plantation Management 6th
August, 2018
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About DOVE Shampoo
Dove hair care range was introduced in 1998 in Europe and in 2003 in North America. In India,
Dove hair care range was launched in2007. Within 15 months of its launch, dove has become the
fastest growing shampoo brand in the country. The range has highly conditioned formulation
which delivers the moisture promise of Dove to the consumer.
Dove has a range of hair care products that repair accumulated damage and protect and care for
the hair. The new Zero Damage System repairs and protects hair from damage that stands between
you and the beautiful hair you desire. The range includes ‘daily therapy’ shampoo and conditioner,
‘dry therapy’ shampoo and conditioner, ‘breakage therapy’ shampoo, conditioner, serum and hair
mask.
Dove hair care products were useful in preventing anti-aging and anti-frizzing i.e. Shampoos were
designed in such a manner that it prevented hair damage to large extent. The new Dove range of
shampoos has been designed to particularly focus on issues related to colored hairs. It is seen that
that India consist of very small segment of women i.e. 20% who use hair color as compared to
women in developed countries. Apart from this there is a range of daily hair care products with the
special one third moisturizers and another for extremely dry and frizzy hair.
Tagline adopted was” More beautiful hair with every wash”.

3. Group 9 – Section 1 Indian Institute of Plantation Management 6th
August, 2018
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Effectiveness of name of Dove Soap in the shampoo category
The Value Proposition that was used by was that Dove is committed to helping women realize
their personal potential for beauty by engaging them with products that deliver real care. Dove
tries to deliver product that improves the condition of skin and give a pleasurable experience of
care because when you look beautiful and feel beautiful it makes you feel happier. A mild soap
concept which is inspired from the same category from western world.
Dove tried to use the common perceptions about three major components of Dove Soap as an
extension in the shampoo category:-
•Perception about Dove Soap such as ¼th Moisturizing Cream, Does not make Skin Dry, Less
in Chemicals, Makes Skin Softer, The White Color of Milk & the Symbol & name (Dove)
• Perception about Milk such as Nourishment Properties of Milk, No Side effects & Smoothness
of Milk
• Perception about ‘Dove’- The Bird which is an indication of Gentle, Innocent & Harmless
Now if we make a comparison on the Perception about Dove Soap on the Human Hair
Characteristic Of Soap Effect in Hair
1/4th
Moisturizing Cream Silky & Soft Hair
Dove does not make Skin Dry Non Frizzy Hair
Milk Nourished & Healthy Hair
Makes Skin Happy Lively Hair
Let’s Skin Glow Conditioned Hair
All this leaves an enduring impression about the brand that Dove Shampoo might also have this
characteristics thus creating a strong belief in the mind of consumers that Dove Cares!
Thus creating a very strong base for newly launched Dove Shampoos it’s like building up on the
already created image.

4. Group 9 – Section 1 Indian Institute of Plantation Management 6th
August, 2018
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Every Woman Can Be Beautiful
In 2005, Dove commissioned another global study to understand the perceptions of women with
regard to beauty. Around 3,300 women, between the ages of 15 and 64, were interviewed in Brazil,
Canada, China, Germany, Italy, Japan, Mexico, Saudi Arabia, the UK, and the US. This study
further reaffirmed the findings of the previous study conducted in 2004.
The study surveyed around 3,200 women from 10 countries (Argentina, Brazil, Canada, France,
Italy, Japan, Netherlands, Portugal, the UK, and India)
This Camping was made by Unilever in 2006 that every girl is beautiful in the world no matter
you are fat, ugly, black, tall, short what else
The Camping is known as Super Bowl Concept which says that -
Many people, including experts, appreciated Dove's efforts toward changing perceptions of beauty
in advertising through the use of refreshing ads that made women feel good about themselves.
Dove’s advertisements for personal care products works on improving the self-esteem of women.
Their unique marketing strategy focused on revealing natural beauty in every women instead of
endorsing their brand through a celebrity. The company had successfully improved their consumer
awareness and sales by using ordinary women for their advertisements. While most of the products
target on their products alone Dove focusses on the importance on every woman feeling good
about herself. They had mainly intended to touch the consumers emotionally.
This creates an attitude among women that real beauty comes from their inner self which is dove’s
mission and vision.
This advertisement tends to explain the campaign “Every Woman is Beautiful”

5. Group 9 – Section 1 Indian Institute of Plantation Management 6th
August, 2018
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Brand Positioning – New Generation Dove
In recent years hair care products have been launched aimed at specific hair colors and hair styling
products for every conceivable type of finish. Therefore Dove launched New Generation Dove to
address issues such as hair that has been either lightened or darkened, together with more serious
cases of hair damage caused by either hair treatments or environmental hair damage.
In India only 20% women color their hair as compared to 90 % in developed market. So by
launching New Generation Dove it tried to project hair as a part of people’s overall personality
and also giving people the freedom to experiment with their hairs in order to look beautiful.
The new Dove range of shampoos has been designed to particularly focus on issues related to
colored hair. Apart from the fact that there is a range of daily hair care products with the special
moisturizer and another for extremely dry and frizzy hair.
Go play, dove would take care of the rest! Focuses on the new emerging trend.
This advertisement try’s to portray Dove’s unique brand positioning as a product that gives women
the freedom to color or style their hair in any way that they want.

6. Group 9 – Section 1 Indian Institute of Plantation Management 6th
August, 2018
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Brand Personality
The brand personality of Dove is honest, straightforward & simple. In a world where media
depictions of beauty are based on physical attractiveness & makeup, the Dove Campaign for Real
Beauty is a unique approach to emotionally connect to thousands of women who lack the attributes
of looking physically attractive and giving them the opportunity to be at par with other woman
who are god gifted with Physical beauty The campaign uses real women in its advertisements and
not models thus strengthening their belief on the campaign and also earning the goodwill of their
consumers.
With a more realistic approach it portrays that “We know that we cannot change our hair so much!”
Thus gaining trustworthiness from its consumer. Dove touches at the emotional side of women and
their sensitivity towards how they feel about themselves. Thus portraying itself as a more caring
brand.
This is a picture of the beautiful campaign in which women had their hair luxuriously spreaded
about their faces to form each alphabet of that word. All the woman pictured above are consumers
of dove products and not models thus creating a personal connection with the person watching the
advertisement.

7. Group 9 – Section 1 Indian Institute of Plantation Management 6th
August, 2018
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