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Dove

Hindustan Unilever Limited (HUL) is India's largest consumer goods company and is a subsidiary of British-Dutch company Unilever. HUL manufactures and markets foods, beverages, cleaning agents and personal care products. The Dove brand, owned by Unilever, produces antiperspirants, deodorants, body washes and other personal care products. Dove entered the Indian market in 1995 and has a wide international presence in over 80 countries. Dove's marketing strategies focus on broad appeal, affordable high-quality products, and positioning the brand as mild, moisturizing and beneficial for health and beauty.

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261 views5 pages

Dove

Hindustan Unilever Limited (HUL) is India's largest consumer goods company and is a subsidiary of British-Dutch company Unilever. HUL manufactures and markets foods, beverages, cleaning agents and personal care products. The Dove brand, owned by Unilever, produces antiperspirants, deodorants, body washes and other personal care products. Dove entered the Indian market in 1995 and has a wide international presence in over 80 countries. Dove's marketing strategies focus on broad appeal, affordable high-quality products, and positioning the brand as mild, moisturizing and beneficial for health and beauty.

Uploaded by

Poonish Navlani
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Special Studies in Marketing

BMS SEMESTER V

INTRODUCTION
About Unilever
Unilever is a BritishDutch multinational consumer goods company. Its products include foods, beverages, cleaning agents and personal care products. It is the world's third-largest consumer goods company measured by 2011 revenues (after Procter & Gamble and Nestl) and the world's largest maker of ice cream.

About Hindustan Unilever Limited


Hindustan Unilever Limited (HUL) is India's largest consumer goods company based in Mumbai, Maharashtra. It is owned by the British-Dutch company Unilever which controls 52% majority stake in HUL. Its products include foods, beverages, cleaning and personal care products. HUL was formed in 1933 as Lever Brothers India Limited and came into being in 1956 as Hindustan Lever Limited through a merger of Lever, Hindustan Vanaspati Mfg. Co. Ltd. and United Traders Ltd. It is headquartered in Mumbai, India and has employee strength of over 16,500 employees and contributes to indirect employment of over 65,000 people. The company was renamed in June 2007 as Hindustan Unilever Limited. Lever Brothers started its actual operations in India in the summer of 1888, when crates full of Sunlight soap bars, embossed with the words "Made in England by Lever Brothers" were shipped to the Kolkata harbour and it began an era of marketing branded Fast Moving Consumer Goods (FMCG). Hindustan Unilever's distribution covers over 2 million retail outlets across India directly and its products are available in over 6.4 million outlets in the country. As per Nielsen market research data, two out of three Indians use HUL products.

About Brand Dove


Dove is a personal care brand owned by Unilever. Dove products are manufactured in Argentina, Australia, Brazil, Canada, Germany, India, Indonesia, Ireland, Netherlands, Thailand, Turkey and United States. The products are sold in more than 35 countries and are offered for both women and men. The Dove trademark and brand name is currently owned by Unilever. Dove's logo is a silhouette profile of the brand's namesake bird, the color of which often varies. The Brand Dove made entered the Indian Market in the year in 1995. In the year 2004, Unilever won the Marketer of the Year award for its brand Dove.

Products under Brand Dove


Antiperspirants/deodorants, body washes, beauty bars, lotions/moisturizers, hair care, and facial care products. Dove is primarily made from synthetic surfactants, soaps (derived from vegetable oils such as palm kernel) and salts of animal fats (tallow). In some countries, but not UK, Dove is derived from tallow and for this reason it is not considered vegan, unlike vegetable oil based soaps. Dove is formulated to be pH neutral, a pH that is usually between 6.5 and 7.5

MARKET STRATEGIES OF DOVE

Bonding

Mass appeal to all segments; high patronage

Better quality at affordable price


Advantage

Performance

Mild, gentle, moisturising

Health and beauty


Relevance

Presence

More than 80 countries

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