Launch Of Dove Soap
Introduction
The late 1990s was a period which witnessed a revolution in the attitude of Indian women, with much more liberalisation coming in. This was a time when the Indian woman was aware of herself. HLL already had a major presence in the ‘Home & Personal Care' sector with products like Liril, Pears, Lifebuoy, Rexona, et al.
‘Dove' was introduced into the Indian market, targeted at women who were now recognising that beauty is "not just how you look, but more about how you feel". The target segment for the research would be generally women in the upper-middle and higher class. Initially women in the metropolitan cities will be targeted and thereafter those in Tier I and Tier II cities will be surveyed. Estimates have been made for the next three years because by that time, there might be a need in the changes in strategies or product offering.
Decision Problem
Whether to launch a ‘moisturiser based' premium segment soap in the Indian market (1995)
Research Problem......
View the rest of this paper...
Approximate Word Count: 566
Approximate Pages: 3 (250 words per double-spaced page)
Why should you join Frat Files?
- - It's safe, secure, and private.
- - Instant access to over 100,000 papers. New papers are added hourly.
- - Fast and reliable customer support.
Similar Essays
-
Launch Of Dove Soap
Launch Of Dove Soap. Introduction The late 1990s was a period which witnessed
a revolution in the attitude of Indian women, with ... -
Operating Review Unilever
... in India, Lux has been strengthened with new soap bars from ... skin business in Asia,
as did the launch of Pond's ... The new Dove Cool Moisture range was launched in ... -
Mkt
... Kraft's 2003 launch of the easy-to-prepare dinner kit FreshPrep illustrates ... Leveraging
the Point of Difference in New Categories Dove is a bar soap that has ... -
Magnum Walls
... Surf, first of our non-soap-detergent (NSD) powders was ... Shop Imported Ice creams
like Hagen Dazz, Dove, and galaxy ... At the time of launch of Quanta the main aim ... -
The Rift Inside The C-Suite:
... try to put some light on the either side of this soap-opera! ... approach to
Unilever’s global brands, such as Dove, Lux, and ... They launch memorable ad campaigns. ...
Frat Files
Members
Information
