Presentation for a Unilever Project

1. Uniliver

2. Due to the diversification of demands of consumers nowadays, characteristics of
products in all categories(hair care, body care and face care) accordingly have
been diversified to be distinctive and achieve the needs. For example, "LUX =
luxury, sophisticated" and "Mod's Hair = styling, teens." Moreover, some studies
prove that consumers tend to have some hair care products and select to use
depending on feeling or situation. Considering these issues, it can be seen the
trend that toiletry products is shifting into cosmetic products. Since face care
and body care products have diversity in characteristics as well as hair care
products, we can easily assume that the habit to have some products andchoose
to use according to occasion will spread among consumers.
Our strategy is making consumers consider to have Dove as one of products they
have to provide "Uruoi" by promoting the "Uruoi" brand image and educating
benefits of having some products in all categories to choose proper product to
use according to hair condition or situation.
Summery

3. Theme of Japan
competition
3
Theme of JAPAN COMPETITION
Dove is the brand that provides a consumer with the value of “Uruoi” in hair, face and body care
categories. However, some consumers do not use Dove product in all Categories.
Assignment 1. Analyse what factor causes this situation.
2. Make a proposal to make consumers think to use Dove in all categories.
Assignment 1
0 20 40 60
Ingredients
Bubble
Scent
Damage care
Uruoi Ingredients
Bubble
Scent
Damage care
Uruoi
%
Example of diversification in needs
Factor to purchase shampoo (ratio)We define that the diversification of
consumer needs is one of the strongest
factor that makes the situation; some
consumers do not use Dove product in all
categories. According to Sophialinks, a
consultancy company specialized for
Japanese cosmetic market, demands for
hair care products have been diversified
historically and various types of products
have been released to attract consumers.
This trend can be seen in every category:
hair, face and body care. In figure 1, even
“Uruoi” is considered as the most
important factor, there is the fact that
from Dentsu Marketing insight
Figure 1
that some people prefer other
factors more. In conclusion,
due to the diversity in
demands, some people think
to purchase other products.

4. Dove product analysis
4
Hair care Face care Body care
SWOT Analysis
Core competence
・Diversification of consumer
preference
・Possibility of multiple use in
toiletry product
・Competitive Prices
・Brand recognition and
widespread distribution
・”Uruoi & Natural scent”
・Increased Competition
・Non-silicon product trend
Strength Weakness
Opportunity Threat
ダヴの製品に共通する強みはうる
おいとナチュラルな香りである。ボ
ディケア製品においては、Go flesh
というシリーズが香りに特化してい
る。

5. Market & Consumer
analysis
5
Toiletry to Cosmetic Assignment 2
Make a proposal to make consumers think
to use Dove in all categories
Considering all analyses, we determined a
proposal to achieve the goal. "Happiness in bath
time" According to Dove's research, even
approximately 60 % of women would like to enrich
their bath time, most of them do not come up with
any idea. Our proposal provides a woman with
more satisfaction in bath time.
Nowadays, consumers have various preferences
on for toiletry products. We are planning to
promote the benefits of possession of a plurality
of products and make Dove as one of products
that they have to provide “Uruoi” in every category.
This can achieve various needs of women. What is
more, by focusing on impulse buying, customer
satisfaction tend to be higher. Through these 2
points, we can satisfy women.
In toiletry market, various kinds of products
that have different features have been
produced to meet the diversifying consumer
demands.
・Examples of diversified consumer needs
Uruoi, Clarifying, Voluminzing, Damage caring,
Natural ingredients, Bubble, Price, Design and
more.
In hair care category, a trend can be seen that
consumers have various products to choose
the most suitable one for a day according to
his or her feeling, hair condition or situation.
Furthermore, in both of face and body care
categories, people also tend to have products
just for them, not sharing with family. It can be
said that feature of both toiletry products and
its market is shifting into like-cosmetic. LUSH
and BODY SHOP are given as noticeable
examples of that trend.
Dove x Happiness

6. “Unplanned Buying(≒impuｌse
buying)” is the noticeable
consumer behavior, and it is one
without any plan to buy it
before visiting store, and
deciding to buy impulsively in
the store. Particularly, this is
noticeable in the super market.
I n t h e r e s e a r c h f r o m
Distribution Economics Institute,
about 76% of product in
supermarket is purchased in
u n p l a n n e d b u y i n g .
Hypothesis - Impulse
Buying
6
① What’s Impulse Buying?
What we need in our sales strategy is Impulse Buying, because:
① Necessity to make customer to buy additional product.
② The price of DOVE is proper for Impulse buying.
③ More women behave Impulse buying than men.
④ Tendency to be higher customer satisfaction.
②Women>Men
The frequency of impulse buying
The feeling after using product
buying in Impulse buying.
④Enhancing customer
satisfaction (Happiness)
③Price
Inducing price of impulse buying.

7. Proposal – Hair Care genre
7
Adding free sample to other
brand offered by Unilever.
Adding free sample of DOVE shampoo or
treatment for 1-2day use to LUX products.
Image
Selling and promoting DOVE
products in Mod’s Hair Salon
Hair dressers in Mod’s Hair are giving some
advice to use multiple hair care product, and
introduce the core value of DOVE ”Uruoi”
“Natural Scent”. Consumer can purchase there,
if not take some free sample
 Consumer Education of “Multiple Use” depending on their feeling or situation.
 Enhancing realization of “Uruoi” “Natural scent” to be selected as one of multiple uses
Main Purposes

8. Proposal – Face Care genre
8
Main Purposes
 Consumer Education of “Multiple Use” depending on their feeling or situation.
 Enhancing realization of “Uruoi” “Natural scent” to be selected as one of multiple uses
「Zenshin-Uruou」
DOVE MOISTURE COLLECTION
Releasing the collection for one of the
multiple uses in DRY day to protect skin.
Combining the downsized body soap and
face washing foam.

9. Proposal – Body Care genre
9
Main Purposes
 Consumer Education of “Multiple Use” depending on their feeling or situation.
 Enhancing realization of “Uruoi” “Natural scent” “Various Scent”to be selected as one
of multiple uses. *Only in body care product, DOVE offers product with various scent.
Adding free sample to other
brand offered by Unilever.
Adding free sample of DOVE body soap or
treatment for 1-2day use to LUX products.
Image
「Hibi wo irodoru」
DOVE FREGRANCE COLLECTION
Releasing the combined collection of body
soap which have various fragrances, and
each products are downsized so that
consumer can enjoy some kind of scent by
multiple use.
Image