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HINDUSTAN UNILEVER LTD.
O
Is to help people feel good, look good and get more out of life with brands and
services that are good for them and good for others.
!
Ë Develop new ways of doing business with the aim of doubling
the size of the company while reducing the environmental
impact.
Ë Work to create a better future every day
Inspire people to take small everyday actions that can add up
to a big difference for the world.
à
ï Food
ï Home care brands
ï Personal care brands
ï Water
ï Nutrition
ï Health hygiene n beauty
ABOUT THE PRODUCT
V Dove is a personal care brand owned by Unilever.
V The Dove trademark and brand name is currently owned by Unilever.
V Dove's logo is a silhouette profile of a dove, the color of which often varies.
V Dove provides an extensive range of cleansing and personal care products
ï Relatively Elastic
ï Price Sensitive phenomenon
ï Demand would exhibit too many fluctuations.
£ACTORS IN£LUENCING THE DEMAND
ï PRICE
ï PRICE O£ OTHER GOODS
ï TASTES AND PRE£ERENCES
ï NO. O£ CONSUMERS / POPULATION
ï SEASON
Supply of
ï supply of dove shampoo has seen a number of changes in the
recent years. With increase production from the Hindustan
Unilever according to more demand the price of Dove is more.
Dove shampoo is one of the pioneer shampoo in Indian market
and it has been proved in lab that Dove shampoo is no. 1
shampoo in India. Due to this the number consumer in market
has increased rapidly, which makes increase of supply. This
shampoo is doing prestige market pricing.
ï In economics if demand for certain product is greater, then the
price will be higher. Larger companies benefited from the
economics of the scale; they are able to produce materials in
bulk, have easier to access to efficient transport available in
more markets and can produce large volume of shampoo. This is
a major factor why mass produced shampoo is less expensive.
Contd.
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ELASTICITY OF SUPPLY
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ELASTICITY OF SUPPLY
PRICE
Relatively inelastic
P2
P1
Q1 Q2 QUTY
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DOVE SHAMPOO
1 400 205
2 200 105
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MARKET SHARE
ï Hindustan unilever leads the pack with a
market share of 47.5%
ï Dove Hair Care is the largest new brand
launch ever in North America for daily hair
care in terms of support and anticipated
growth.
ï It gained seven-and-10 percent share in
shampoos and conditioners in the first five
years.
Factors influencing consumer choice
ï Taste
ï Income
ï Availability of substitutes
ï Price
ï The competitive players for DOVE are :
Fiama Di wills
Pantene
L͛Oreal
Garnier
Demand of dove shampoo increased
due to:
ï Advertisements
ï Promotional activites
ï Test samples
Dove is a classic example of brand
extension - the art of transferring
the values of an existing brand into
a new market.