Dove Soap Report
SDM INSTITUTE FOR
MANAGEMENT DEVELOPMENT
MARKETING MANAGEMENT
PROJECT REPORT
CATEGORY- SOAP
COMPANY- HINDUSTAN UNILEVER LIMITED
BRAND- DOVE
SUBMITTED TO: Dr. H. GAYATHRI
SUBMITTED BY:
(SECTION – A, Group-6)
TABLE OF CONTENTS
1. INDUSTRY 3
1.1. INDUSTRY OVERVIEW: 3
1.2. MARKET PLAYERS UNDER FMCG IN INDIA: 2
1.3. MARKET SIZE: 3
1.4. FMCG GROWTH LADDER AND FUTURE OUTLOOK: 3
2. SOAP INDUSTRY IN INDIA 3
3. HINDUSTAN UNILEVER LIMITED 4
3.1 HISTORY AND INTRODUCTION: 4
4. DOVE 6
4.1 OVERVIEW OF DOVE: 6
4.2 DOVE BAR: 8
5. STP ANALYSIS OF DOVE 9
5.1 SEGMENTATION OF DOVE: 9
5.2 TARGETING OF DOVE: 9
5.3 POSITIONING OF DOVE: 9
6. DOVE WITH RESPECT TO 4P’S 10
7. COMPETITORS 12
7.1 COMPETITORS AND THEIR STP 12
7.2 COMPARISON WITH COMPETITORS 15
8. SWOT ANALYSIS FOR DOVE 18
9. PRODUCT DIFFERENTIATION 18
10. RECOMMENDATIONS 19
11. BIBLIOGRAPHY 19
1. INDUSTRY FMCG (FAST MOVING CONSUMER GOODS)
1.1. INDUSTRY OVERVIEW:
Fast moving consumer goods are products are products that are sold quickly and generally consumed at a regular basis at a relatively low cost.
India’s FMCG sector is the fourth largest sector in the economy.
FMCG sector is an important contributor to India’s GDP.
FMCG principal constituents are household care, personal care and food and beverages.
The FMCG industry primarily involves the production and marketing operations of fast moving consumer goods.
This sector is classified into following segments:
Food Products and Personal Care make up to two-thirds of the sector’s revenue.
Over 2006-2011, the sector’s revenues posted a Compound Annual Growth Rate (CAGR) of 17.3 %.
The Urban Segment is the largest contributor (66.5%) to this sector with over two –thirds of total revenue.
33.5 % of revenues are acquired from the Semi-urban and rural segments.
1.2. MARKET PLAYERS UNDER FMCG IN INDIA:
FMCG market in India operates with three well
MANAGEMENT DEVELOPMENT
MARKETING MANAGEMENT
PROJECT REPORT
CATEGORY- SOAP
COMPANY- HINDUSTAN UNILEVER LIMITED
BRAND- DOVE
SUBMITTED TO: Dr. H. GAYATHRI
SUBMITTED BY:
(SECTION – A, Group-6)
TABLE OF CONTENTS
1. INDUSTRY 3
1.1. INDUSTRY OVERVIEW: 3
1.2. MARKET PLAYERS UNDER FMCG IN INDIA: 2
1.3. MARKET SIZE: 3
1.4. FMCG GROWTH LADDER AND FUTURE OUTLOOK: 3
2. SOAP INDUSTRY IN INDIA 3
3. HINDUSTAN UNILEVER LIMITED 4
3.1 HISTORY AND INTRODUCTION: 4
4. DOVE 6
4.1 OVERVIEW OF DOVE: 6
4.2 DOVE BAR: 8
5. STP ANALYSIS OF DOVE 9
5.1 SEGMENTATION OF DOVE: 9
5.2 TARGETING OF DOVE: 9
5.3 POSITIONING OF DOVE: 9
6. DOVE WITH RESPECT TO 4P’S 10
7. COMPETITORS 12
7.1 COMPETITORS AND THEIR STP 12
7.2 COMPARISON WITH COMPETITORS 15
8. SWOT ANALYSIS FOR DOVE 18
9. PRODUCT DIFFERENTIATION 18
10. RECOMMENDATIONS 19
11. BIBLIOGRAPHY 19
1. INDUSTRY FMCG (FAST MOVING CONSUMER GOODS)
1.1. INDUSTRY OVERVIEW:
Fast moving consumer goods are products are products that are sold quickly and generally consumed at a regular basis at a relatively low cost.
India’s FMCG sector is the fourth largest sector in the economy.
FMCG sector is an important contributor to India’s GDP.
FMCG principal constituents are household care, personal care and food and beverages.
The FMCG industry primarily involves the production and marketing operations of fast moving consumer goods.
This sector is classified into following segments:
Food Products and Personal Care make up to two-thirds of the sector’s revenue.
Over 2006-2011, the sector’s revenues posted a Compound Annual Growth Rate (CAGR) of 17.3 %.
The Urban Segment is the largest contributor (66.5%) to this sector with over two –thirds of total revenue.
33.5 % of revenues are acquired from the Semi-urban and rural segments.
1.2. MARKET PLAYERS UNDER FMCG IN INDIA:
FMCG market in India operates with three well
Bibliography: http://www.ijirset.com/upload/2014/january/45_FAST.pdf http://simconblog.wordpress.com/2013/12/07/fmcg-sector-in-india/ http://www.hul.co.in/