PRODUCT LIFE CYCLE (PLC and ILC ELEMENTS)

Dove launched two varieties of face wash in 2011 for dry to oily skin.

1. Dove Deep Pure
2. Dove Go Fresh

Both the products are promoted as beauty face wash primarily for working women.

LIFE CYCLE STAGE

For any particular product the various stages in a product life cycle include:

1. Research
2. Product Development
3. Introduction
4. Growth
5. Maturity
6. Decline
   

   

   Product Life Cycle
   Here, innovation involves both research and product development stage.

   
   

The new product Dove Deep Pure face wash grew extremely quickly in the market due to the strong reputation and the success of many products launched by the brand in skin care category earlier. Their products have been in the market for over five decades.

The product Dove Deep Pure is in the “maturity” stage. The product has cleansing, moisturizing and scrubbing properties. It is an all season product and can be used entire year. Thus, the life cycle of the product can be called as a long period.

The product life cycle for the women’s face wash would be considered to be in the mature stage of the cycle. As a whole, Dove is trying to maintain the status and maturity of the brand’s face wash.

POTENTIAL GROWTH PRODUCT SEGMENT

1.      The acne face wash, is considered to be in the growth phase. It was launched few years ago.  The brand does not have much visibility in the acne section where players like Himalaya, Neutragena have captured a considerable share of the market.

2.      The men’s care line within Dove’s brand has much more room for growth due to the fact that their market share is much lower than other women’s brands.

QUALITY AND PROMOTION

Outside of the “offers” tab on their website, Dove realizes how important the health of their consumer’s skin is and takes pride in the quality of its products. Dove has the option for loyal customers to become a Dove Insider, which includes first-looks at products and exclusive savings.

Dove’s mission says that “Dove is committed to building positive self-esteem and inspiring all women and girls to reach their full potential—but we need your help (Dove.com).

COMPETITION

Growing concern towards skin care 

Due to Dove’s wide array of products, there are many competitors. Theoretically, any company who produces lotions, soaps, body washes, deodorants, or any other similar body care products could be seen as competition to the brand. However, based on product category ‘skincare’ and more importantly product form ‘face wash’, we can classify the various competitors as mentioned below.

DIRECT COMPETITOR

A direct competitor for any brand

·         Will offer same values.

·         Will make difference only on the basis of image and customer perceived value.

·         Will have almost the same price and availability.

Direct competitor can also be called as the primary competitor of the product.

Dove has been positioned as a beauty brand particularly for women in 21-50 age group.
They are working women who generally do not get time to look after their skin due to busy schedules. However, they are well aware about the trade offs of such lifestyle on skin and health. They want to look beautiful all the time be it at work presentations or at home.

The direct/primary competitors are the brands such as:

1. Lakme
2. Olay
3. Ponds
4. Vivel
5. Clean ‘n’ clear
6. Fair ‘n’ lovely
7. Neutragena
8. Lotus
9. Fiama di wills

INDIRECT COMPETITOR

An indirect competitor for a brand offers almost similar value. It has certain features which are different compared to the brand. In the case of DOVE face wash, all the brands that are not primarily aimed as beauty products for women are secondary competitors.

Brands like

1. Nivea
2. Pears
3. Garnier
4. Emami
5. Joves
6. Himalaya

The above mentioned brands have face wash for both men and women and not positioned as beauty products.

Apart from this,

• Face wash that prevents acne from any brand can be considered as indirect competitor. Eg. Himalaya Neem Face wash, Garneir Neem and Tea tree oil etc.
•  Anti aging face wash is another variant. E.g. Olay Anti Wrinkle face wash.
•  Sun block face wash. E.g.  Lotus Sun-Block face wash.

POTENTIAL THREAT

The biggest threat for the face wash industry is Soap. Many customers prefer soap over face wash primarily because:

•  Difference in price of the product.
•  Habit of using the soap.
•   Less awareness regarding product value.

CUSTOMER DECISION MAKING PROCESS (CDM)

MARKETING GOAL OF Dove

The basic statement of Marketing Goal of Dove is as follows:

“Dove wants to target all ages, shapes and sizes of women to let them believe through the use of their products that beauty doesn’t depend on external factors, rather beauty lies in you. Dove tries to help women with its tactics to believe the real beauty present in them.”

It reflects in their marketing campaigns whether, it’s an ad, or any other marketing campaign.

“WHO BUYS THE PRODUCT?”

Initially Dove was positioned as beauty brand for women. However, they repositioned themselves in 2010 to cater to the needs of new age men. But even today the product line is more popular as a beauty product brand among women than men.

Particularly the customers for Dove Deep Pure face Wash includes:

·         Women who use beauty products.
·         Women who are well aware about beauty and care of their skin.
·         Women having minimum purchasing power for the product.

DEMOGRAPHIC SEGMENTATION

·         Women: 21-50 age group.
·         Working women.
·         High income groups & upper middle class.

PSYCHOLOGICAL SEGMENTATION

·         It tries to change the psychology of an average looking woman that it can look equally beautiful.

The question that comes to mind here is:
“Why did Dove positioned itself as beauty brand for women?”
The target segment was selected on the basis of product features (moisturizing, cleansing, dirt free skin, pore cleansing etc.) and buyer traits for buying product. The 1/4^th moisturizing cream mantra of Dove soap launched in 1955 positioned it as a beauty brand. The legacy continued for other categories in the same product line.

PROBLEMS SOLVED

·         Dirt free pores
·         Prevents acne
·         No dryness after face wash.
·         Moisturized smooth skin.
·         Soft and fresh face after wash.

ATTRIBUTES

·         Cleansing: It cleanses and removes excess sebum clogged deep within your pores for soft and smooth skin.
·         Moisturizing: It contains NutriumMoisture which replenishes skin from deep within giving it a bounce and shine.
·         Scrubbing: It has fluffy micro-puffs that are 10x or smaller than scrubs which penetrate deep within your pores and cleans off dirt just like scrub does.

DECISION MAKING

First timers

·         For first timers, word of mouth, advertisements, discounts on the product, complementary schemes are motivating factor.

·         Growing awareness for soft, smooth and glowing skin is another reason for purchasing such a product.
·         Trial due to brand popularity.
·         Attractive features of the product in skincare category.

Repeat Customers

·         Value provided by the product as per its price.
·         Visible results
·         Loyalty towards the brand.
·         Trust developed over the time.
·         Availability in the market.

DELIBERATION

The major consideration in a customer’s mind while purchasing the product is the value provided by the product and the cost the customer has to bear in return for the value.

Dove Deep Pure face wash provides various skin solutions to cement the customer’s decision to buy this particular product.

The various skin solutions provided by the product are mentioned below:

• Cleanses pores.
• Smoothens skin.
• Makes skin smooth and soft.
•  Refreshing experience
• Prevents acne

CUSTOMER VALUE AND BENEFITS

Customer value is a very broad concept. However, the simplest way to understand value is as follows:

Value increases : Anything that adds to the benefits obtained from the product.
Value decreases: Anything that adds to the product cost.

The value provided by any product while it is in use is customer centric whereas the value in exchange does not take into account customer centricity.

In a nutshell, we can say,Customer value = Benefits – Cost

Customer value chart

The value provided by the product Dove Deep Pure face wash has been listed below:

IMAGE VALUE:

·         Trusted brand since 1955.
·         Highly recommended by Dermatologists.
·         Popular brand since WWII positioned as cleansing product for effected or burned skin that time.

PRODUCT VALUE:

·         Affordable
·         Easily Available
·         Forms lather with a small blob of face wash
·         Effective for normal to oily skin
·         Doesn’t dry your skin after wash
·         Suitable for sensitive skin
·         Prevents pimples
·         Contains cleanser for a moisturizing experience
·         No greasy feeling after face wash
·         Small tube lasts long
·         Refreshing smell
·         Rinse off easily
·         Leaves skin soft, smooth and fresh

PSYCHOLOGICAL COST:

·         Clean face
·         Properly moisturized skin

ENERGY COST

·         Easily  available in market

TIME COST

·         Easily available at nearby shops.
·         Available at all retail outlets.
·         Wholesalers

MONETARY COST
·         Rs. 90/- for 50g
·         Lasts long

INTRODUCTION

What is Marketing?

Marketing comes in a wide variety of flavours based on audience, media platform and business in today’s evolving and dynamic marketplace.Therefore, it is no surprise that marketers define what they do differently.

The definition of marketing has evolved over years. The evolution can be observed as follows:

1935 – The first official definition of marketing was adopted in 1935 by the National Association of Marketing Teachers, an AMA predecessor organization. The AMA adopted it in 1948, and again in 1960 when the AMA revisited the definition and decided not to change it. This original definition stood for 50 years, in fact, until it was revised in 1985.

According to the ’35 definition,

“The performance of business activities that directs the flow of goods and services from producers to consumers.”

1985 - The thing about the '85 definition that was so appealing was that it juxtaposed the 4Ps and the focus on 'exchange.' The new definition, as released by the American Marketing Association, is:

“Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy the individual and organizational objectives.”

2004- The definition underwent a big change. It inculcated the thought that company decides value for the customer.

According to the 2004 definition of marketing,

"Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders."

2007- According to AMA-2007 definition,

“Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.”

The definition included the aspect that customer decides the value for the product.

2013- According to the American Marketing Association (AMA) Board of Directors,

“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. “

The above mentioned definition of marketing has been widely accepted ever since 2013 and currently in use.

MARKETING DIARY PRODUCT

INTRODUCTION

Dove Deep Pure Face Wash

Product category : Skincare
Product form       : Face wash
Product or Brand : Dove

Dove

The Dove personal care brand is owned by Unilever. It was launched in 1955 and has maintained its position ever since with smart strategy, proper positioning and strong brand base.

Dove is considered the world’s top cleansing brands. It offers a wide variety of products soap, hand cream, moisturizer, hair care, body wash, face wash, deodorants for both men and women.  

Dove Deep Pure

Dove Deep Pure face wash for deeply cleansed pores and smooth skin gently cleanses dirt and excess sebum clogged deep within your pores for soft and smooth skin.It contains NutriumMoisture, a nourishing beauty serum that replenishes skin from deep within giving it a beautiful bounce within the epidermis layer.

It has fluffy micro-puffs that are 10x or smaller than scrubs which penetrate deep within your pores. It rinses off easily with water.

DIRECTIONS

·         Mix a small amount of face wash with water in the palm of your hand and rub into lather.
·         Massage it gently onto wet skin.
·         Rinse thoroughly.
·         Use twice daily.