2. Group Members
Himani Chowhan 13031
Hetanshi Desai13030
Palak Aggrawal-13047
Isha Agrawal- 13033
Anubhav Lal 130007
Sayalee Deore 13061

3. ►Personal care-brand owned by UNILIVER
►Started in 1957
►Came to India in 1995
►Imported and marketed by HUL
►2004-Uniliver won the “MARKETER” of the year for
its DOVE brand

4. Beauty
soap
Shampoo
Body wash
Face care
(Women& Men)
Deodorants

5. Colgate
52%
Pepsodent &
Close up
22%
Dabur
14%
Others
12%
Present Market Share
of toothpaste in India

6.  Which toothpaste do you use?
Sales
Colgate total
Colgate kids
Pepsodent
Close-up
Babool
35%
25%
20%
10%
5%

7.  FOR CHILDREN
 Do you like flavours in your toothpaste?
Acceptance
YES
NO
70%
30%

8.  Which flavours do you like?
45%
Flavours
cupcake(vanilla) cranberry chocolate
35%
25%

9.  If the flavour was liked, then would the
children convince their mom to buy it?
YES
80%
NO
20%

10. FOR YOUTH AND ADULTS
Do you use dove products?
YES
65%
NO
35%

11. 50%
40%
10%
Very Good Good Average
How would you rate the product knowing that it has a
wide range of products for men and women?

12. 30%
26%
44%
Yes No Maybe
If dove launched mouthcare products would you use it?

13.  GEOGRAPHIC Urban areas
Sub-urban areas
 BEHAVIOURAL  Daily use
Teeth Whitening
Freshness
Anti-Decay
Flavors for kids
 DEMOGRAPHIC  Family
Income
Age

14.  Target customers – Adults, Youngsters, Kids
 Dove mouth care will be currently into Selective
Specialization
 Dove Kids for children
 Dove floss for the sub-urban and urban consumer
 This type of Targeting means targeting different
markets with different products.

15.  Trusted and High quality product
 Dove grizzle toothpaste infused with cooling
crystals giving freshness a whole new
dimension with soothing taste
 Floss for anti cavity for 24hour germ protection
 Value for money
 superior germ fighting formulation

16. INTRODUCING
DOVE
MOUTHCARE

17. Dove mouth
care
Dove Grizzle
toothpaste
Dove Dental
floss
Dove Kids
toothpaste

18. DOVE WHITENING AND FRESHNING
TOOTHPASTE
High Cleaning Silica and
Polyphosphates,
The polyphosphates are ingredients
widely used to prevent surface teeth
staining due to plaque formation.
one shade whiter teeth in just one week
by brushing twice a day
Can be it is advised to use the product
daily.

19. Decay protection.
Protects all the areas of teeth even
where the tooth brush does not reach.
Protect against root caries.
Repairs early decay spots.
Dove Dental Floss

20. Kids touch
Out of the three flavor- dove
chocolate and dove cupcake(vanilla)
were preferred the most
 Flavors helps prevent cavities with
dove’s special fluoride
formula, antioxidant levels and long hrs
of freshness
Even if the child swallows the
toothpaste it doesn’t cause any harm to
the body.

21.  Competition with home brands like pepsodent
close up.
 With Colgate occupying the largest market
share.
 Competitive advantage- having one
distribution channel to provide products to the
retailers.
 More popular in metropolitan cities.

22. Distribution Channel
Company Clearing
and
forwarding
agents
Distributor Wholesaler Retailer
Malls and
hyper
markets
Customer

23.  Based on competitor’s price
 Cost of mouth care products
 Grizzle toothpaste(freshness & whitening)
 70grms : 55Rs
 150grms : 105Rs
 Dental floss
 250ml : 95Rs
 500ml : 170Rs
 Kid care toothpaste :70 grms
 Chocolate : 75Rs
 Cupcake(vanilla) : 85Rs (as vanilla extract is little exp)

24.  Television -6 crores
 Radio – 50 lakhs (93.5 & 94.3 FM)
 Outdoor -3 crores
 Magazines – 1.5 crore
 Newspapers- 2 crores(Times of India)
 Promotional -2.5 crore

25. Advertising
Print media Outdoor Broadcast Promotional
1)Magazines 1) Billboards media activities
2)Newspapers 2) Transit media 1)T.V 1) Free trial packs
3) kiosk 2) F.M 2) Dental camps
3) Digital 3) Mall activities
4) Sponsorships in
reality shows and
shows

26. Colgate
52%Pepsodent
, Close up &
Dove
30%
Dabur
10%
Others
8%
Expected Market
Share

27. THANK YOU