m140039ms_ajay ram
TRANSCRIPT
Unilever
Presented by:Ajay Ram K PM140039MS
Dove Deep Moisture Body
Wash with NutriumMoisture
Segmentation
• UsingoOrdinary Soaps/Shower
Gels.oOther Body Washes.oAfter shower moisturizers.
• Focuses on Women o Of Age Group 18+o Using beauty products.o Of upper-middle class.
Targeting • Women
oCorporate Professionals.
oBeauty Conscious.
oHaving dry skin.
• “This is Care”
Positioning• NutriumMoisture® Technology.• No nasty, greasy feeling.• Cares for your skin ten layers deep.• Superior in mildness to Olay, Dial
and Cetaphil.
• Producto Affordable.o Huge quantity provided.o Moisturizes skin very well.o Cleans effectively.o Improves skin quality with
regular use.o Rich lather.o Not a lot of quantity required in a
single use.o Pleasant smell.o Sturdy cap, travel friendly
Marketing Mix• Price
o $5.49 for 22 oz (Rs.340)o No Penetration Pricing
• Placeo Currently available in US, Canada,
Mexico, Netherlands and South Africa.
o Available in India via online retailers.
Marketing Mix• Promotion
• Challenges
• Campaigns
• Magazines
Marketing Mix• Promotion
• Social Media
• Visual Media
Marketing Research
• Primary Datao Through Survey in
o Social Mediao Shopping Mallso Telephonic Interviewo Eventso Campaigns.
o Focus Groups: Young to Middle aged women.
THANK YOU