Auro University

competitors analysis, Surat

Dove Market Segment and

Dove market segment and competitior analysis , Surat

Project
Presented to the Faculty of the
School of Management & Entrepreneurship
AURO University, Surat

In Partial Fulfilment
Of the Requirements for the Degree of
Master of Business Administration

Submitted by:
DIVYA LOHIYA

Submitted to:
Mr. S.P RATH
January 2015

Auro University
competitors analysis, Surat

Dove Market Segment and

TABLE OF CONTENT

Sr. No.

Topic

Page No.

Abstract

Chapter 1: Introduction

1.1 Industry Introduction: FMCG, HUL

1.2 Company Introduction: Dove
3

15
Chapter 2: Research Methodology

20
Chapter 3: Market share analysis

Chapter 4: Future scope

22

Recommendation

23

Bibliography

24

Auro University
competitors analysis, Surat

Dove Market Segment and

Abstracts
Unilevers Dove is the worlds number one cleansing brand in the health and
beauty sector with sales of over $2.5 billion a year in more than 80 countries. It
competed in categories that included cleansing bars, body washes, hand washes,
face care, hair care, deodorants, anti-perspirants and body lotions. It competed
with brands like Procter and Gambles Ivory and Beiersdorfs Nivea.
The competition is high in FMCG sector, personal care product segment. HUL
has given tough competition by P&G, Nivea and many more brands. Johnson &
Johnson has now also entered into facewash and other products as well through
Clean and clear brand name. The consumer switching from Dove to its
competitors Johnson & Johnson.

Auro University
competitors analysis, Surat

Dove Market Segment and

Chapter 1: Industry Profile

Fast Moving consumable goods (FMCG)

Fast-moving consumer goods (FMCG) or consumer-packaged goods (CPG)
are products that are sold quickly and at relatively low cost. Examples include
non-durable goods such as soft drinks, toiletries, over-the-counter drugs, toys,
processed foods and many other consumables. In contrast, durable goods or
major appliances such as kitchen appliances are generally replaced over a period
of several years.
FMCG have a short shelf life, either as a result of high consumer demand or
because the product deteriorates rapidly. Some FMCGssuch as meat, fruits
and vegetables, dairy products, and baked goodsare highly perishable. Other
goods such as alcohol, toiletries, pre-packaged foods, soft drinks, and cleaning
products have high turnover rates.
Though the profit margin made on FMCG products is relatively small (more so
for retailers than the producers/suppliers), they are generally sold in large
quantities; thus, the cumulative profit on such products can be substantial.
FMCG is probably the most classic case of low margin and high volume
business.

Fast Moving consumable goods (FMCG) in INDIA

The consumer durables market is expected to reach US$ 12.5 billion in 2015 and
US$ 20.6 billion by 2020. Urban markets account for the major share (65 per
cent) of total revenues in the consumer durables sector in India. There is a lot of
scope for growth from rural markets with consumption expected to grow in
these areas as penetration of brands increases. Also demand for durables like
refrigerators as well as consumer electronic goods are likely to witness growing
demand in the coming years in the rural markets as the government plans to
invest significantly in rural electrification.
The FMCG sector has grown at an annual average of about 11 per cent over the
last decade. The overall FMCG market is expected to increase at (CAGR) of
4

Lohiya R.D

Auro University
competitors analysis, Surat

Dove Market Segment and

14.7 per cent to touch US$ 110.4 billion during 2012-2020, with the rural
FMCG market anticipated to increase at a CAGR of 17.7 per cent to reach US$
100 billion during 2012-2025.Food products is the leading segment, accounting
for 43 per cent of the overall market. Personal care (22 per cent) and fabric care
(12 per cent) come next in terms of market share.
Growing awareness, easier access, and changing lifestyles have been the key
growth drivers for the consumer market. The Government of India's policies and
regulatory frameworks such as relaxation of license rules and approval of 51 per
cent foreign direct investment (FDI) in multi-brand and 100 per cent in singlebrand retail are some of the major growth drivers for the consumer market1.

UNILEVER
Unilever is a British-Dutch multinational consumer goods company coheadquartered in Rotterdam, Netherlands, and London, United Kingdom. Its
products include food, beverages, cleaning agents and personal care products. It
is the world's third-largest consumer goods company measured by 2012 revenue,
after Procter & Gamble and Nestl. Unilever is the world's largest producer of
food spreads, such as margarine. One of the oldest multinational companies, its
products are available in around 190 countries.
Unilever owns over 400 brands, but focuses on 14 brands with sales of over 1
billion euros - Axe/Lynx, Dove, Omo, Becel/Flora, Heartbrand ice creams,
Hellmann's, Knorr, Lipton, Lux, Magnum, Rama, Rexona, Sunsilk and Surf. It is
a dual-listed company consisting of Unilever N.V., based in Rotterdam, and
Unilever plc, based in London. The two companies operate as a single business,
with a common board of directors. Unilever is organised into four main
divisions - Foods, Refreshment (beverages and ice cream), Home Care, and
Personal Care. It has research and development facilities in the United Kingdom,
the Netherlands, China, India and the United States.

1 http://www.ibef.org/home/search

Auro University
competitors analysis, Surat

Dove Market Segment and

Hindustan Unilever Limited (HUL)

Hindustan Unilever Limited (HUL) is an Indian consumer goods company

based in Mumbai, Maharashtra. It is owned by Anglo-Dutch company Unilever
which owns a 51.51% controlling share in HUL as of March 2015 and is the
holding company of HUL.[2] HUL's products include foods, beverages, cleaning
agents, personal care products and water purifiers.
HUL was established in 1933 as Lever Brothers and, in 1956, became known as
Hindustan Lever Limited, as a result of a merger between Lever Brothers,
Hindustan Vanaspati Mfg. Co. Ltd. and United Traders Ltd. It is headquartered
in Mumbai, India and employs over 18,000 workers, [whilst also indirectly
helping to facilitate the employment of over 65,000 people. The company was
renamed in June 2007 as "Hindustan Unilever Limited"
Hindustan Unilever's distribution covers over 2 million retail outlets across India
directly and its products are available in over 6.4 million outlets in the country.
As per Nielsen market research data, two out of three Indians use HUL products.

Lohiya R.D

Auro University
competitors analysis, Surat

Dove Market Segment and

Company Profile
Dove
Dove is Unilever's biggest personal care brand, and certainly one of the group's
most high profile brands in recent years as the result of a clever marketing
campaign that has consistently generated headlines and accolades since 2004.
Originally positioned in the 1990s as a rival to P&G's Olay, Dove has since
moved into less directly competitive markets such as deodorant and hair care,
and has established a unique niche as arguably the beauty industry's most downto-earth, or "real" master brand. In 2014, Kantar's Brandz ranking placed Dove
as the world's 8th most valuable personal care brand, with an estimated value of
$4.8bn, below Nivea and Clinique but above Olay.2
Dove's sales were around E3bn globally in 2011, according to figures released
by Unilever at the end of that year, and the brand is available in around 100
countries worldwide. Growth was rapid and dynamic in the 1990s and 2000s but
has slowed significantly the recent years. At the start of the 1990s, the brand
existed only as a soap bar in the US. In 1991, thanks to several years of
relentless and aggressive marketing, Dove propelled Unilever into the position
of the #1 bar soap manufacturer in the US, toppling Procter & Gamble. Over the
next ten years, Unilever progressively rolled the brand out worldwide,
introducing a host of spin-off products.

2 Dove advertising & marketing profile (subscriber access). 2015. Dove advertising & marketing profile
(subscriber access). [ONLINE] Available at: http://www.adbrands.net/us/dove_us.htm.

Auro University
competitors analysis, Surat

Dove Market Segment and

The steepest growth occurred between 1998 and 2002 with the launch of Dovebranded deodorants and haircare products, and a massive global rollout. In 2002
alone, for example, the Dove haircare range was introduced in 31 new countries
around the globe. Sales topped E1bn in 2000, and E2bn three years later.The
Dove brand now serves as an umbrella for products in four main groups - bar &
bodywash, deodorants, skincare lotions and hair care - and more than 100
different lines including facial wipes, firming lotions, shampoos, body washes,
anti-ageing cleansers, skin nourishing treatments, underarm deodorant, and
several varieties of bar soap. The main Dove brand has also given rise to a set of
spin-off ranges such as Dove Firming (to reduce the appearance of cellulite),
Dove Silk (a moisturizing range containing pure silk), Dove Fresh Touch, Dove
Pro-Age (for "mature" skin and hair), and Dove Summer Glow (with selftanning agents), launched at the end of 2006.
In particular, Dove has attacked segments already dominated by other
manufacturers, such as facial skincare, hair care and deodorants. This has led to
an escalating rivalry with Procter & Gamble's Olay and Johnson & Johnson's
Neutrogena. Both those products have reciprocated with their own rolling series
of brand extensions. In 2001 the group introduced Dove anti-per spirants in the
US, and a shampoo and conditioner line in Asia. Dove hair care products arrived
in the US in late 2002, backed with a $110 marketing launch, as well as 30 other
countries around the globe. In 2003, the company launched Dove Essential
Nutrients facial and body moisturizers in the US market, with a further $50m of
spend. Dove Hair Damage Therapy was a significant new product launch in
2011.
However, with few remaining gaps left in the women's personal care market,
Dove has turned its attention to men. A new line of Dove Men Care products
was launched in 2010, and has been similarly extended into multiple categories
such as skincare, deodorants, hair care and shaving products.
Dove remains the leading bar and liquid soap brand in the US, and the clear
market leader in body wash with around 24% share. However Olay retains the
lead in facial skincare and moisturizers. It was quicker to spin off new products
in the early 1990s, and as a result the full Olay range outsells the Dove range in
the US, although Dove is bigger in the global market. Olay leads by a small
margin in the body wash category, although its lead is much reduced since the
8

Lohiya R.D

Auro University
competitors analysis, Surat

Dove Market Segment and

mid-1990s. Dove's top five markets in 2002 were the US, Japan, UK, Korea and
Brazil. Around 60% of combined sales were generated by Dove cleansing
products, with the remaining revenues more or less equally split between hair,
deodorant and care products.
According to Advertising Age/Kantar figures, Dove has been Unilever's highestspending brand in the US for several years, with measured media expenditure in
2013 of $195m, roughly three times any other group brand, and representing
almost a quarter of the group's total measured ad spend. The brand's marketing,
presented under the banner of Campaign for Real Beauty, and developed by
multiple different offices Ogilvy & Mather, has generated headlines and
accolades around the world. For the UK launch of Dove Body Firming in 2004,
for example, Ogilvy recruited a group of real women with normal, nonsupermodel shapes and persuaded them to strip down to underwear for the
cameras. The resulting posters were enormously popular, and were adapted
locally for each international market. The same concept has been extended
across the other products in the range.
In 2006, promotional film Evolution, created by Ogilvy Canada, generated
considerable media attention for the brand and went on to win a Grand Prix in
the film category at the 2007 Cannes Lions advertising festival. A follow-up,
Onslaught, was less well received. Unilever was subsequently caught in a media
crossfire, accused of hypocrisy because its advertising for another brand,
Axe/Lynx, tended to present women as little more than sex objects, apparently
contradicting the "real beauty" message put forward by Dove's marketing. In
2008, the brand was again the subject of unflattering headlines after comments
in an interview with a celebrated photographic artist who had worked on
elements of the campaign were misrepresented to suggest that images of the real
beauty women had been retouched. This was strongly denied by all concerned
with the ads.
Later in 2008, there were reports that, despite the huge volumes of PR associated
with "real beauty", it had not led to a proportionate increase in sales. Mid-year,
Unilever was said to be considering a change in its marketing to focus once
again on the core product values rather that a more indirect emotional
message. Instead, the "real beauty" concept has evolved into a campaign to
support self-esteem among girls and younger women through charitable
9

Auro University
competitors analysis, Surat

Dove Market Segment and

initiatives. One of the more high-profile recent initiatives was the 2012 launch of
The Dove Ad Makeover, an online campaign originated by Ogilvy in Australia
and the UK, to crowd out Facebook ads that prey on women's insecurities with
Dove-sponsored "feel good" messages.
In early 2009, Unilever began exploring a new strategy in China, where the "real
beauty" concept had never caught consumer interest. The group acquired local
rights to the format of American comedy series Ugly Betty, and remade it for
Chinese television (as "Ugly Wudi") with heavy product placement of Dove and
other group brands. The creation of a new advertising campaign for the Dove
brand was a key plot point running through several episodes.

Product lines:
Products include: antiperspirants/deodorants, body washes, beauty bars,
lotions/moisturizers, hair care, and facial care products. Dove is primarily made
from synthetic surfactants, vegetable oils (such as palm kernel) and salts of
animal fats (tallow). In some countries Dove is derived from tallow and for this
reason it is not considered vegan, unlike vegetable oil based soaps.3

Compititors
3 Product information on the internet. 2015. Product information on the internet. [ONLINE] Available at:
http://pioti.unilever.com/pioti/en/p2.asp?selectCountry=UK&language=EN

10

.
Lohiya R.D

Auro University
competitors analysis, Surat

Dove Market Segment and

The brand competes fiercely with Procter & Gamble's Himalaya Herbals,
Beiersdorf's Nivea and Johnson & Johnson's Neutrogena, all of which have a
similarly broad product range. A new line of Dove for Men products was
launched in 2010
1. Himalaya Herbals
2. Neutrogena (Johnson & Johnsons)
3. Beirsdorfs (Nivea)
The testimonials did have the desired effect and soon the gentle effect that Dove
had on skin was being recommended for babies as well in a way, baby care
major Johnson & Johnson was finding an unlikely contender in Dove.

Johnson & Johnson

Johnson & Johnson is an American multinational medical devices,
pharmaceutical and consumer packaged goods manufacturer founded in 1886.
Its common stock is a component of the Dow Jones Industrial Average and the
company is listed among the Fortune 500.
Johnson & Johnson is headquartered in New Brunswick, New Jersey with the
consumer division being located in Skillman, New Jersey. The corporation
includes some 250 subsidiary companies with operations in over 57 countries
and products sold in over 175 countries. Johnson & Johnson had worldwide
sales of $65 billion for the calendar year of 2012
Johnson & Johnsons Consumer segment is focused on baby care, oral care, skin
care, and other consumer products. It contributes ~1920% of the companys
revenue.
The Consumer segments revenue for 2014 was $14.5 billion. It was 1.4% lower
than the revenue for 2013. It consisted of an operational increase of 1%. It had a
negative impact of 2.4% from currency. Sales in the US decreased by 1.3%.
Sales outside the US decreased by 1.4%.

11

Auro University
competitors analysis, Surat

Dove Market Segment and

Clean & Clear is a line of dermatology products owned by Johnson & Johnson.
The products are similar to their Neutrogena line (which J&J bought in 1994),
but less expensive.
Most of the products are for the skincare of young women, but some treat a
wider range of conditions, such as the "SOFT" line, focused on facial
moisturizing. Clean & Clear is currently available in 46 countries
Clean & Clear Fairness Face Wash is a product of Johnson & Johnson from the
U.S.A. It contains natural ingredients such as multivitamins and cherry extracts
that remove oil and dirt off the skin and give a rich and more glowing skin.

Nivea is a global skin- and body-care brand that is owned by the Hamburg based
company Beiersdorf AG. The company was founded on March 28, 1882, by
pharmacist Carl Paul Beiersdorf. In 1900, the new owner Oskar Troplowitz
developed a water-in-oil emulsion as a skin cream with Eucerit, the first stable
emulsion of its kind. This was the basis for Eucerin and later, Nivea.
Nivea comes from the Latin word niveus/nivea/niveum, meaning 'snow-white'
A unisex product, equally well suited to men and women, Nivea Sparkling Glow
Fairness Face Wash is another one of the most poplar and widely used face wash
products in India. It provides necessary moisture, softness and freshness to one's
skin.
NiveaIndiaPvt.LtdstarteditfullfledgedoperationsinIndiain2006withits
headquartersbasedinMumbai.NiveaIndiaisanassociateofBeiersdorfAG,
whichisaworldwidegiganticcosmeticbrand.

12

Lohiya R.D

Auro University
competitors analysis, Surat

Dove Market Segment and

RakshitHragaveisthecurrentManagingDirectorofNiveaIndiaPvt.Ltd.,who
joined the group this February, 2011.Nivea India is now making out an
aggressive growth program which will concentrate on tieups with contract
manufacturingenterprisesmeanttoboostitsproductioncapacityinIndia.
While the company did not reveal latest sales figures, in 2013 Nivea India sold
about 60-70 million units, importing nearly 60% of this. The company expects
to reduce imports by half once the factory goes on stream, its company officials
had said during the groundbreaking ceremony in June 2014.
Beiersdorf had sales of EU6.3 billion in 2014. Nivea is the flagship brand in its
portfolio, which also includes brands such as Eucerin, La Prairie, Labello, and

The Himalaya Drug Company is a company established by M. Manal in 1930

and based in Bangalore, India. It produces health care products under the name
Himalaya Herbal Healthcare whose products include ayurvedic ingredients. It is
spread across locations in India, the United States, the Middle East, Asia and
Europe. while its products are sold in 90 countries across the world. The
products are dispensed globally and thoroughly researched in the Bangalore
facility and other prestigious universities globally.
The company has more than 70 researchers that utilize ayurvedic herbs and
minerals. An Hepatic drug, named Liv.52, is its flagship product, first introduced
in 1955. Liv.52 to date has now over 200 human clinical trials.
Himalaya Global Holdings Ltd. (HGH), is the parent of The Himalaya Drug
Company worldwide. It is also the global headquarters of all Himalaya
subsidiaries.
Trusted for its organic products all over India, Himalaya Drug Company
manufactures herbal products to satisfy the personal care needs of its customers.
Himalaya Herbals Clarifying Fairness Face Wash is a unique skin care product.
Its ingredients include mint, saffron, cucumber, pomegranate, kumkuma and
trapusha.
13

Auro University
competitors analysis, Surat

Dove Market Segment and

Statistics
The Micro sector is Surat, India and the Macro sector is Global
Unilever is a multi-national consumer goods company that produces food,
beverages, cleaning agents and personal care products. In 2014, the Unilever
Group had a global revenue that amounted to about 48.44 billion euros. The
largest product segment of the Unilever Group is their personal care segment,
which accounted for 37 percent of the companies global revenue share and
generated approximately 17.74 billion euros in 2014.4
In India, Dove has grown by 100% in shampoos and by 42% in soaps. Now
the Dove portfolio delivers Rs 400 crore in sales. Of this, the soap, or
cleansing bar, as HUL executives would call it accounts for only Rs 200 crore.
Apart from distribution in modern format stores, where Dove claims to be one
of the leading brands with 11.54% share, the brand has also entered adjacent
categories. In body washes, Dove claims to be nearly 19% of the market, while
hair conditioners gets the brand sales of around Rs 40 crore.5

The Indian soap market is ruled by three major giants; Hindustan Unilever
Limited, Godrej and Nirma. These three companies alone account for 88% of the
total market share in India. H.U.L. Nirma another top soap brand in India is one
of the major competitors of HUL and holds a 15% market share in the Indian
soap market. 6 TheoverallsoappenetrationinIndianhouseholdsis98%.
On September 16, 2015, Hindustan Unilever closed at Rs 806.60, up Rs 1.85, or
0.23 percent. The 52-week high of the share was Rs 979.00 and the 52-week low
was Rs 708.00. The company's trailing 12-month (TTM) EPS was at Rs 19.95
per share as per the quarter ended June 2015. The stock's price-to-earnings (P/E)
ratio was 40.43. The latest book value of the company is Rs 17.21 per share. At
4 Unilever - Statistics & Facts | Statista . 2015. Unilever - Statistics & Facts | Statista . [ONLINE] Available at:
http://www.statista.com/topics/1397/unilever/.

5 http://articles.economictimes.indiatimes.com/2009-10-07/news/27642060_1_dove-toilet-soap-brand-haircare

6 http://business.mapsofindia.com/top-brands-india/top-soap-brands-in-india.html
14

Lohiya R.D

Auro University
competitors analysis, Surat

Dove Market Segment and

current value, the price-to-book value of the company is 46.87.7

7 http://www.moneycontrol.com/news/business/hul-eyes-13-market-shareshampoos-by-fy13_598294.html
15

Auro University
competitors analysis, Surat

Dove Market Segment and

CHAPTER 2
Research Methodology

2.1 AIM OF THE RESEARCH

It is essential to have a for a research study. To emphasize what is to be
accomplished. While your aims gives research thematic and theoretic direction.
The aim of the research is, To critically assess the market share and existing
competition with the upcoming competition.
To examine the consumption, Taste and preference of product Dove with respect
to its competitors.
In this research the Consumers, Retailers, Distributors, Manufacturers
choices, Rejection and acceptance are analyzed.

2.2 SAMPLING PLAN

The quantitative data of the sample taken for research is what sampling plan is
all about. In this research the total number of sample size is 120.
Where,

100 Consumers
10 Retailers
5 Distributors
5 Experts

2.3 CLUSTER DESIGN OF SAMPLING

Cluster sampling is a sampling technique used when "natural" but relatively
homogeneous groupings are evident in a statistical population. It is often used in
marketing research. In this technique, the total population is divided into these
groups (or clusters) and a simple random sample of the groups is selected. Then
the required information is collected from a simple random sample of the
elements within each selected group.

16

Lohiya R.D

Auro University
competitors analysis, Surat

Dove Market Segment and

The Stratified Random Sampling: Stratified because Some part of sampling is

pre-decided and fix like income group and age group. Random because
respondents are chosen randomly.

The cluster sampling is made on the basis of two factors:

1. Income group
2. Age Group

2.4 SURVEY PLAN

Survey plans are the official record of the legal boundaries of land and usually
indicate the dimensions and size of a lot.
The duration of the survey is from 25th of September 2015 30th September
2015.
This is an Individual survey were the survey for research is being done by one
individual person.
There are several different designs, or overall structures, that can be used in
survey research, in this research is Questionnaire.
A questionnaire is a research instrument consisting of a series of questions and
other prompts for the purpose of gathering information from respondents.
Some of the questionnaires were respondent filled administrative
questionnaire.
The questionnaire is given to respondent to fill and later on collected. As it is not
possible for each and every respondent to give time at that moment it self where
17

Auro University
competitors analysis, Surat

Dove Market Segment and

as some of the questionnaire were self filled administrative questionnaire, the

questionnaire were filled by respondent on the spot at retail outlets. The doubts
and query related to questions were also solved. This helped in reduction of
errors.
Geographic Survey is one element where Surat city is chosen for survey.
Locations like Adajan, Bhatar, Ghod dod road, City light, piplod and vesu.

2.4 FIELD INVESTIGATION PLAN

Field research or fieldwork is the collection of information outside workplace
setting, retail outlets, and distribution channel. The approaches and methods
used in field research vary across disciplines.
There are various sources through which field investigation is done from which
data is collected

a) 100 Consumers Quantitative Questionnaire, Quantitative research is about

asking people for their opinions in a structured way so that it produces hard facts
and statistics to guide research. To know taste, preference, consumption and
opinion of customer about Dove and its competitive product.
18

Lohiya R.D

Auro University
competitors analysis, Surat

Dove Market Segment and

The respondent (consumers) were given questionnaire at retail outlets.

b) 10 Retailer Quantitative & Qualitative Questionnaire, Qualitative Research
is primarily exploratory research. It is used to gain an understanding of
underlying reasons, opinions, and motivations. It provides insights into the
problem or helps to develop ideas or hypotheses for potential quantitative
research. Qualitative Research is also used to uncover trends in thought and
opinions, and dive deeper into the problem.
The respondents were given questionnaire and were asked to fill. The retailers
were the one who deals with FMCG products.
c) 5 Distributor In-Depth Interview, The in-depth interview is a qualitative
method of analysis, which proceeds as a confidential and secure conversation
between an interviewer and a respondent.
The Distributors hold a great share of market channel and thus the opinion of
them was useful to know the product share and demand of the product. Thus the
time of interview was set with an appointment from distributor.
Time: 5:00pm-6:00pm
d) 5 Experts In- Depth Interview, in-depth interview touches upon a definite
topic and includes its discussion with a respondent who is the professional in a
specific area
Experts are the one who has not only experience but also in-depth knowledge
related to that field. In this research the experts has the knowledge about FMCG
sector.
Time for the interview was set with an appointment from experts.
Time: 5:00pm-7:00pm

2.5 METHODS OF DATA COLLECTION

Methods of
data
collection
Primary
data

Secondary
data

19

Auro University
competitors analysis, Surat

Dove Market Segment and

1. Primary data is that it is specifically tailored to your research needs. The

data collected directly from the consumer or the person who is affected by the
product is primary data. Primary research consists of a collection of original
primary data collected by the researcher.
Field survey data through questionnaire from customer, distributor, retailer and
experts. It is a quantitative data collected from primary data.
2. Secondary data is data collected by someone other than the user. The data is
collected from the established source.
The secondary data is of two type:
Quantitative data is consortium data and government data.
Qualitative data is from media where they establish data after analyzing
situation, factors affecting data.
Media: The Economic Times (article)

CHAPTER 3
Market Share

20

Lohiya R.D

Auro University
competitors analysis, Surat

Dove Market Segment and

The fast moving consumer goods (FMCG) segment is the fourth largest sector in
the Indian economy. The market size of FMCG in India is estimated to grow
from US$ 30 billion in 2011 to US$ 74 billion in 2018.
Food products are the leading segment, accounting for 43 per cent of the overall
market. Personal care (22 per cent) and fabric care (12 per cent) come next in
terms of market share.
Growing awareness, easier access, and changing lifestyles have been the key
growth drivers for the sector

Personal care has evolved over the years as a key business category for the
company. Last year, the segment contributed around 40% to turnover. It has

21

Auro University
competitors analysis, Surat

Dove Market Segment and

three main sub-categoriesface, oral and hair--and over 35 product categories

including skincare, foot care, eye care, healthcare, lip care and body care. The
consumer products division's revenue is growing at 25-30%.
The company's focus this year will be on face care, where it enjoys strong brand
recall. It also plans to roll out exciting customer outreach programmes that will
help deepen engagement and build a connect with users.
According to a Nielsen survey, Himalaya's Purifying Neem Face Wash leads its
category. Himalaya has a market share of around 19%, ahead of brands such as
Garnier, Clean & Clear and Pond's. From an industry perspective, the face wash
segment is a Rs 1,200 crore category growing at 17.5%.8

8 http://retail.economictimes.indiatimes.com/news/food-entertainment/personal-care-pet-suppliesliquor/himalayas-personal-care-contributes-40-to-turnover-face-care-tops-future-strategy/35381975

22

Lohiya R.D

Auro University
competitors analysis, Surat

Dove Market Segment and

CHAPTER 4
Future scope

Sales of the soap have been growing at over 40 per cent annually and the
recently launched shampoo variant at 100 per cent. Dove is now almost a Rs 500
crore brand, with soaps accounting for around half of that figure. The rest comes
from hair care, a category launched two years ago. On the market share front,
Dove has a 3.5 per cent share in metros. In modern-format stores, it leads with a
share of 11.54 per cent.
HULs other soap brands like Liril, Lux and Lifebuoy, which have undergone a
series of relaunches, Dove has remained constant. Though it has gone in for
brand extensions such as shampoos and deodorants, the brands core advertising
proposition and premium positioning has remained the same.
Heres a pointer to why HUL thinks Dove has a great future. On the LSM scale
of six and above, Indias market is about 100 million strong and that number is
far bigger than the population of some European countries. The skin-cleansing
category was more than Rs 7,700 crore in 2008, recording a growth of 11.8 per
cent. Within this category, the premium price segment is leading the pack with a
15.3 per cent growth rate.
The performance is creditable considering that at the time of its launch in India
nearly 15 years back when everything was priced low HUL launched
Dove that was double the price of any other premium brand. Pricing did put off
customers initially and questions were raised about the soaps longevity
The competitors are giving tough competition. With rising demand in the
personal care segment, ITC, Garnier, Pond's and others are in fierce competition
to explore new markets and products as they seek to win more customers.
Bangalore-based Himalaya Drug Co., which clocked sales of more than Rs
1,200 crore in FY14 and aims to be a billion dollar company by 2020, is also
betting big on its consumer product division. The company has been exploring
the male grooming market.

23

Auro University
competitors analysis, Surat

Dove Market Segment and

Recommendation

Dove as one of ten brands with the greatest percentage gain in brand health and
business value in the past three years. It computed that the brand had grown by
$1.2 billion. Much of the growth was attributable to its extension into new
personal care categories, and exactly how much could be credited to The
Campaign for Real Beauty was not a question anyone had evidence to answer.
What was clear, however, was that the campaign had touched a nerve with the
public

Market segment, The market segmented by dove is high end FMCG

consumer and it can also capture the lower segment by introducting new
price line product.
BabyProducts, Johnson & Johnson are giving though competition to dove
after making a famous brand name in baby products by producing
facewash for females. As today everyone want skin like baby. Dove can
also introduce new product line.
Include new varient in soap and facewash category to attract and keep its
customer loyal. Emphasing their USP in products.
Dove has captured more of USA market area and Indian market is yet has
potential market for dove. To grab more indian market dove need to come
up with new offers.

24

Lohiya R.D

Auro University
competitors analysis, Surat

Dove Market Segment and

BIBLIOGRAPHY

Dove advertising & marketing profile (subscriber access). 2015. Dove

advertising & marketing profile (subscriber access). [ONLINE] Available
at: http://www.adbrands.net/us/dove_us.htm.
Product information on the internet. 2015. Product information on the
internet. [ONLINE] Available at: http://pioti.unilever.com/pioti/en/p2.asp?
selectCountry=UK&language=EN.

Unilever - Statistics & Facts | Statista . 2015. Unilever - Statistics & Facts
| Statista . [ONLINE] Available at:
http://www.statista.com/topics/1397/unilever/.

India Brand Equity Foundation, IBEF, Business Opportunities in India.

2015. India Brand Equity Foundation, IBEF, Business Opportunities in
India. [ONLINE] Available at: http://www.ibef.org/home/search.

Dove flies high on new route | Business Standard News. 2015. Dove flies
high on new route | Business Standard News. [ONLINE] Available at:
http://www.business-standard.com/article/management/dove-flies-highon-new-route-109101500017_1.html.

25